Course Title: Produce Writings - Corporate Writing

Part B: Course Detail

Teaching Period: Term1 2009

Course Code: COMM5398

Course Title: Produce Writings - Corporate Writing

School: 345T Creative Media

Campus: City Campus

Program: C4171 - Certificate IV in Professional Writing and Editing

Course Contact : Professional Writing and Editing Administration

Course Contact Phone: Brendan Lee 9925 4368

Course Contact Email:Brendan.lee@rmit.edu.au

Name and Contact Details of All Other Relevant Staff

Penny Johnson
Building 94, level 2, room 6
23–27 Cardigan Street, South Carlton
9925 4383 (phone); 9925 4362 (fax)
penny.johnson@rmit.edu.au

Nominal Hours: 105

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This course introduces you to the craft of professional writing, focusing on business and public relations forms. You study clear writing, visual communication, business documents, speech and presentation writing, copywriting and writing for the Web. In-class activities and assessment tasks give you practice in applying your learning, and a group assignment prepares you for collaborative projects in the workplace.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:	VBP552 Produce Writings - Corporate Writing
Element:	1. Analyse the purpose of the writing task
Performance Criteria:	1.1    The purpose of the work is confirmed with relevant parties 1.2    The form, media and technique most appropriate to the purpose of the writing task is selected 1.3    The stylistic and cultural context of the writing task is proposed to meet the writing objective
Element:	2. Investigate the scope of the writing task
Performance Criteria:	2.1    The level and scope of the writing task is analysed to determine the length and style of the work 2.2    The level of research required to fulfil the agreed outcome to the required style and standard is analysed 2.3    The resources necessary to retrieve or generate the relevant information is determined 2.4    The type and level of information required to suit the context of the writing task is planned
Element:	3. Plan the writing task
Performance Criteria:	3.1    The writing task is planned to reflect the media, scope, structure and content of the work 3.2    Ideas are organised and developed into an ordered sequence 3.3    All resources required to deliver the writing task are organised 3.4    A timeline for the completion of the writing task that reflects the critical milestones is determined
Element:	4. Create the writing task
Performance Criteria:	4.1    Components of the information required and the form in which the writing will be developed, constructed and presented is resolved 4.2    The intention of the writing task and the characteristics of the audience are reflected in the writing 4.3    Appropriate processes and research are utilised to retrieve the necessary information 4.4    The particular characteristics of the media are analysed to inform the writing in a way that is appropriate for the purpose of the writing 4.5    Relevant information sources are employed to generate and inform the writing task 4.5    Common literary devices and the metaphoric function of language are integrated into the writing task 4.6    Writing task is produced in accordance with writing goals
Element:	5. Realise the writing task
Performance Criteria:	5.1    The writing task is appropriate for the media, the context of the brief and the style of the subject matter 5.2    The language in which the writing task is written is suitable for the intended audience 5.3    The writing task is proofed and edited to the standard required for presentation 5.4    A draft is presented, if required, to the client to confirm that the work is acceptable 5.5    Work is adjusted as required and presented in the agreed manner and timeframe

Learning Outcomes

Not applicable

Details of Learning Activities

Classes are, in general, a mixture of lectures, discussion, practical exercises, group work and peer tutoring. In workshopping sessions you gain feedback on your writing and critique that of others, and a group assignment prepares you for collaborative projects in the workplace. Industry practitioners also give guest lectures on their area of expertise. You are responsible for managing your learning and undertaking an appropriate amount of out-of-class independent study and research.

Teaching Schedule

Semester 1

Week	Content	Elements of competencies covered
1	Introduction to the subject The communication process	CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work VBP 552 Analyse the purpose of the writing task VBP 552 Investigating the scope of the writing task CUVCOR03A Develop concept CUSRAD01A Collect relevant information
2	Writing professionally – audience, purpose and form Plain English – language	CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work
3	Plain English – syntax, paragraphs, rhythm and tone, design and layout	CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work
4	Putting plain English into practice Introduction to business correspondence	CUVCOR11A Apply information to own area of work VBP 552 Analyse the purpose of the writing task VBP 552 Investigating the scope of the writing task CUSRAD01A Collect relevant information
5	Writing business letters Analysis of different forms – good/neutral news, bad news, and persuasive letters Layout and format of business letter	VBP 552 Plan the writing task VBP 552 Create the writing task CUSRAD01A Collect relevant information CUSRAD01A Assess relevant information CUSRAD01A Organise relevant information CUSRAD01A Communicate relevant information
6	Writing memos Electronic communication – the culture of email Using email effectively	VBP 552 Create the writing task VBP 552 Realise the writing task CUSRAD01A Collect relevant information CUSRAD01A Assess relevant information CUSRAD01A Organise relevant information CUSRAD01A Communicate relevant information
7	Introduction to speech writing Writing for the ear rather than the eye What makes an effective speech	VBP 552 Analyse the purpose of the writing task VBP 552 Investigating the scope of the writing task CUVCOR11A Collect information on history and theory CUVCOR03A Develop concept CUSRAD01A Collect relevant information
8	Speech writing cont. Analysis of different speeches	CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work CUVCOR03A Develop concept CUSRAD01A Collect relevant information
9	Persuasive writing Propaganda, persuasion and logic	CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work VBP 552 Plan the writing task VBP 552 Create the writing task CUVCOR03A Develop concept CUSRAD01A Assess the information CUSRAD01A Organise the information
10	Interviews to discuss progress briefs Workshopping speeches	CUVCOR11A Apply information to own area of work VBP 552 Plan the writing task VBP 552 Create the writing task CUVCOR03A Communicate concept CUVCOR03A Refine concept CUSRAD01A Communicate the information
11	Writing summaries and précis Discussion and class exercise	CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work VBP 552 Create the writing task VBP 552 Realise the writing task CUVCOR03A Communicate concept CUVCOR03A Refine concept CUSRAD01A Communicate the information
12	Presentation of speeches	VBP 552 Realise the writing task VBP 552 Analyse the purpose of the writing task VBP 552 Investigating the scope of the writing task CUSRAD01A Communicate the information
13	Understanding different media markets Choosing the right market	VBP 552 Analyse the purpose of the writing task VBP 552 Investigating the scope of the writing task CUVCOR03A Develop concept CUSRAD01A Collect relevant information CUSRAD01A Organise the information
14	Writing media releases	CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work VBP 552 Plan the writing task VBP 552 Create the writing task CUSRAD01A Communicate the information
15	Writing media releases (cont.) Workshopping assignment	VBP 552 Create the writing task VBP 552 Realise the writing task CUVCOR03A Communicate concept CUVCOR03A Refine concept CUSRAD01A Communicate the information
16	Professional practice Introduction to report writing	CUVCOR11A Collect information on history and theory VBP 552 Analyse the purpose of the writing task
17	Semester review	CUVCOR11A Apply information to own area of work CUSRAD01A Communicate the information

Semester 2

Week	Content	Elements of competencies covered
1	Formal report writing	VBP 552 Analyse the purpose of the writing task VBP 552 Investigate the scope of the writing task CUVCOR03A Develop concept CUSRAD01A Collect relevant information CUVCOR11A Collect information on history and theory
2	Library session on researching Independent research	VBP 552 Plan the purpose of the writing task CUVCOR03A Communicate concept CUVCOR03A Refine concept CUSRAD01A Collect relevant information CUSRAD01A Assess the information
3	Harvard referencing – creating a bibliography Using graphics effectively	VBP 552 Create the writing task CUSRAD01A Assess the information CUSRAD01A Organise the information CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work
4	Writing submissions and proposals Workshopping reports and individual consultations	VBP 552 Create the writing task VBP 552 Realise the writing task CUVCOR03A Refine concept CUSRAD01A Communicate the information CUVCOR11A Apply information to own area of work
5	Preparing a business case	VBP 552 Analyse the purpose of the writing task VBP 552 Investigate the scope of the writing task VBP 552 Plan the purpose of the writing task CUVCOR11A Collect information on history and theory CUSRAD01A Organise the information
6	Introduction to copywriting Guest speaker	CUVCOR11A Collect information on history and theory VBP 552 Analyse the purpose of the writing task VBP 552 Investigate the scope of the writing task
7	Newsletters	CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work VBP 552 Plan the purpose of the writing task CUVCOR03A Develop concept CUSRAD01A Collect relevant information
8	Brochures and flyers	VBP 552 Create the writing task CUVCOR11A Collect information on history and theory CUVCOR03A Communicate concept CUSRAD01A Collect relevant information CUSRAD01A Assess the information
9	Writing for the web	VBP 552 Create the writing task CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work CUSRAD01A Organise the information CUSRAD01A Communicate the information
10	Writing for the web	VBP 552 Create the writing task VBP 552 Realise the writing task CUVCOR11A Apply information to own area of work CUSRAD01A Communicate the information
11	Forms groups and begin PR Group Project	VBP 552 Analyse the purpose of the writing task VBP 552 Investigate the scope of the writing task VBP 552 Plan the purpose of the writing task CUVCOR03A Develop concept CUVCOR11A Collect information on history and theory
12	Presenting written information persuasively Consultation and group work Project work	CUVCOR03A Communicate concept CUVCOR03A Refine concept CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work CUSRAD01A Collect relevant information CUSRAD01A Assess the information CUSRAD01A Organise the information
13	How to deliver an effective presentation Writing for the ear rather than the eye Project work	CUSRAD01A Collect relevant information CUSRAD01A Assess the information CUSRAD01A Organise the information CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work VBP 552 Create the writing task
14	Project work	CUSRAD01A Assess the information CUSRAD01A Organise the information CUSRAD01A Communicate the information VBP 552 Create the writing task VBP 552 Realise the writing task
15	Presentation of PR assignment	CUSRAD01A Communicate the information VBP 552 Realise the writing task
16	No class – Cup Day
17	Professional practice	CUVCOR11A Collect information on history and theory CUVCOR11A Apply information to own area of work VBP 552 Realise the writing task CUSRAD01A Communicate the information

Learning Resources

Prescribed Texts

References

Other Resources

You receive course materials in class and online (via Blackboard).

Overview of Assessment

Assessment includes writing tasks, assignments, a group project, and participation in class activities and workshopping.

Assessment Tasks

You receive a numerical grade for your overall achievement in VBP552  Produce Writings – Corporate Writing. (The other skills-based competencies are assessed as either ’Competent’ or ’Not yet competent’.)

For each assessment task you receive a letter grade and written feedback. The assessment tasks are summarised below but detailed handouts will be given out for each task in class.

Grades

High Distinction    HD    80–100%
Distinction        DI    70–79%
Credit            CR    60–69%
Pass            PA    50–59%
Fail            NN    Less than 50%


Class participation

You are assessed on your participation in class activities and workshopping, and on giving an oral critique of a piece of business writing or copywriting.

Due date
The oral critique is delivered either in Semester 1 or the beginning of Semester 2, on a date negotiated with your teacher.

Percentage weight
10%

Business correspondence

Write 5 pieces of correspondence (two letters, two emails and a memorandum) in response to a given scenario.

Due date
24 March

Percentage weight
10%

Assessment criteria
You are assessed on your ability to:
•    select information and structure your correspondence according to your purpose
•    write in plain English with correct mechanics
•    communicate messages professionally and with tact
•    lay out your correspondence clearly: letters in full block format without punctuation, and memorandum and emails according to convention.

Speech

Write a 750-word speech on a contemporary issue of your choice, as negotiated with your teacher.

The task has two components:
1.    written progress brief and interview
2.    written speech and its delivery.

You are expected to workshop your speech in class.

Due dates
Progress brief and draft speech to workshop – 21 April
Speech – 12 May

Percentage weight
15%

Assessment criteria
You are assessed on your ability to:
•    plan for and reflect on the process of preparing a speech
•    frame an appropriate context for your speech, and match language and syntax to your audience, purpose and speaker
•    use speech writing techniques
•    write for the ear, as shown through delivery
•    structure your talk in a logical, cohesive and engaging way
•    research a contemporary issue and select appropriate content
•    present speech in appropriate format and proofread your work.

Summary assignment

Complete an assignment involving several summary tasks.

Due date
26 May

Percentage weight
10%

Assessment criteria
You are assessed on your ability to:
•    summarise main arguments and key ideas
•    understand the conventions of a written summary
•    write clearly, briefly and correctly
•    use appropriate layout and signposting techniques and present summaries professionally.

Media release

Write a 350-word media release for associated publicity for your speech. Also write a paragraph explaining why your chose that particular media organisation, describing its demographic and what you hoped to achieve by putting out the release.

Due date
9 June

Percentage weight
10%

Assessment criteria
You are assessed on your ability to:
•    express a clear and precise message and a news angle that suits your target publication
•    use the conventions of an effective media release
•    use appropriate language and syntax, and correct mechanics
•    understand the purpose of a media release and the role of the target media organisation in reaching a wider audience.

Report

Research and write a 1500-word business report to a set brief.

Due date
Plan – 14 July
Final report – 11 August

Percentage weight
15%

Assessment criteria
You are assessed on your ability to:
•    structure your report according to the brief, and organise your ideas logically under hierarchical headings and within each section
•    understand the purpose and form of the following components: letter of transmittal, executive summary, introduction, body, conclusion and recommendations
•    research the set topic and select relevant information
•    write in plain English with correct mechanics and an appropriate style and tone
•    acknowledge sources of information, using the author–date referencing system for in-text citations and bibliography/reference list
•    present your report professionally, using decimal notation for headings, conventional pagination, use and labelling of graphics, and overall effective design, layout and typography.


Copywriting assignment

Collect and analyse 3 different types of copy and write 2 pieces of copy to build your portfolio.

Due date
15 September

Percentage weight
15%

Assessment criteria
You are assessed on your ability to:
•    select examples of successful copywriting and identify why they work
•    understand the form and conventions of two different kinds of copywriting
•    use language to achieve your purpose
•    use visuals/design to achieve your purpose
•    edit and proofread your copy carefully.


Public relations group project

A simulated project where you and your team develop a communication strategy for an organisation. The project has two components:

1.    Written communication strategy
Prepare a professionally presented report summarising your communication strategy. Word length: around 2000 words.

2.    Presentation
Present a live pitch of around 20 minutes, including visual aids to support your proposal. You should also present a mock-up advertisement or brochure.

Due date
27 October

Percentage weight
15%

Assessment criteria
You are assessed as a group on your ability to:
•    frame an appropriate context for your communication strategy
•    identify/develop the following in both pitch and report: PR goals and objectives, key messages of the campaign, selected target audience(s), strategies and tactics, situational analysis, schedule, budget and plans for evaluation
•    write your pitch for the ear and to engage and persuade your audience
•    structure your presentation in a logical and cohesive way
•    select suitable information to show visually and present graphs/charts effectively in both pitch and report
•    write your report in plain English with correct mechanics and an appropriate and consistent style and tone
•    structure your report according to the brief, organising ideas logically under hierarchical headings and within each section
•    present your report professionally, using appropriate layout and signposting techniques
•    use language and visuals/design in your piece of copywriting to achieve your purpose
•    understand the form and conventions of the kind of copy chosen
•    edit and proofread your copy carefully.


Submission of work for assessment

You must keep a copy of all assignments submitted.

All assessment submissions require a completed School Cover Sheet. You can obtain this form from your course teacher or from the course site in the Distributed Learning System (DLS).

Late submission

If you are unable to complete your assessment project, assignment or essay by the due date, you can apply for an extension. If you are seeking an extension of up to 7 calendar days, please apply to your teacher who will let you know whether your request has been granted. Application for Extension forms are available from the Distributed Learning System (DLS) or from the Creative Media Office. The application must be submitted by email or in person, before the official due date together with supporting evidence such as a medical certificate.

If you are seeking an extension of longer than 7 calendar days, or if you are seeking an extension for a test or lab-based assessment, you will need to apply to the University for Special Consideration.

If you submit late work without an approved extension, 5% of the total marks for that piece of assessment will be deducted each week (or part of a week) it is late.

Assessment Matrix

Not applicable

Other Information

Academic administrative procedures

•    You are expected to attend all classes, as teachers cannot provide catch-up tuition.
•    If you are unable to attend a class, it is your responsibility to collect any handouts and to catch up on work missed.
•    For information about appealing assessment decisions, and about learning and support services (Disability Liaison Unit, Study and Learning Centre and library services) refer to the RMIT website and the Student Handbook/Diary.
•    For information about Recognition for Prior Learning and credit transfers, please refer to the Student Handbook for procedures or liaise with the PWE Administration Officer, Brendan Lee, on 9925 4368.
•    Any work submitted must be your own and any resources used must be cited properly.
•    RMIT regulations prohibit plagiarism in any form. (For more information see RMIT’s Policy on Plagiarism on the website.)

Private appointments

Your teacher will be available for individual appointments during the last half hour of class.

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