Course Title: Refine writing and editing techniques - Corporate Writing

Part B: Course Detail

Teaching Period: Term1 2011

Course Code: COMM5450

Course Title: Refine writing and editing techniques - Corporate Writing

School: 345T Media and Communication

Campus: City Campus

Program: C5181 - Diploma of Professional Writing and Editing

Course Contact : Professional Writing and Editing Administration

Course Contact Phone: +61 3 9925 4368

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


Name and Contact Details of All Other Relevant Staff

Teacher: Penny Johnson
Telephone: 9925 4383
Email: penny.johnson@rmit.edu.au






   



Nominal Hours: 85

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

At RMIT, Refine Writing and Editing – Corporate Writing is delivered and assessed along with the following competencies.

  • CUVCOR04A - Originate concept for own work and conduct critical discourse
  • CUVCOR13A - Research and critically analyse history and theory to inform artistic practice
  • CUECOR01B - Manage own work and learning
  • CUSADM03A - Manage a project
  • CUVDES05A - Interpret and respond to a brief
  • CUSRAD02A - Conduct Research

Through the development of these competencies, you gain the skills needed to manage your work and learning while responding to a range of project briefs. You research the work of other writers and apply your findings to your own writing through the development of a concept into a written work or a publishing project.

Course Description

This course  Refine Writing and Editing Techniques - Corporate Writing experiments with writing and editing techniques in order to write works that meets the needs of a range of audiences. You develop the craft of professional writing, focusing on business and public relations forms while studying the principles of clear writing and plain English, and the essentials of shaping messages for specific audiences and purposes. This close language work is then applied to business writing, in particular emails, letters, memos, formal reports and business cases. You also learn the techniques of persuasive writing and apply this to speechwriting and copywriting. Copywriting forms you explore include print ads, brochures, newsletters, direct mail, media releases, websites and social media. You learn how writing for the screen differs from print, how writing for the ear differs from the eye, and how layout, typography and visuals can enhance the written message.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VBP553 Refine writing and editing techniques - Corporate Writing

Element:

1. Inform work through experimentation with writing techniques and media

Performance Criteria:

1.1 The potential for new approaches to writing based on the capabilities of techniques already used are evaluated
1.2 New techniques are selected, adapted and introduced for the achievement of different effects
1.3 The capabilities of writing techniques are extended through experimentation to inform practice
1.4 Relevant ideas and approaches from other practitioners are researched, adapted and used with consideration of intellectual property, moral rights and copyright requirements

Element:

2. Develop and refine conceptual vision for writings

Performance Criteria:

2.1 The criteria for selecting techniques are considered based on results of experimentation
2.2 The criteria which are most likely to facilitate the achievement of the conceptual vision are established
2.3 The approach to work which meets established criteria is selected
2.4 The conceptual vision is refined based on on-going experimentation and analysis of writing techniques

Element:

3. Determine and organise resource requirements for work

Performance Criteria:

3.1The specific resource requirements which arise from the use of techniques and experimental approaches are assessed
3.2Potential sources of supply of writing resources are researched and accessed
3.3Constraints that may impact on the development of work are evaluated

Element:

4. Plan the writing

Performance Criteria:

4.1 The writing task is planned to reflect the media, scope, structure and content of the work and to meet agreed timelines
4.2 Ideas are organised and developed into an ordered sequence of scenes
4.3 All resources required to deliver the writing task are organised
4.4 A timeline for the completion of the writing task that reflects the critical milestones is determined

Element:

5. Realise writings

Performance Criteria:

5.1 Writings are realised using techniques and media selected from research and experimentation to meet the conceptual vision
5.2 The potential for changes in the use of techniques are evaluated and responded to
5.3 The conceptual vision is refined based on on-going experiences with the production of writings
5.4 Issues of design and presentation of writings are considered and appropriate actions taken


Learning Outcomes


Upon successful completion of the course, you will be able to:
• identify barriers to communication
•build a resource bank of writing samples
•critique informative and persuasive writing pieces, including speeches
•interrogate a brief, outline the scope of a task and create a plan and schedule
•research a topic and reference source material using conventional citation styles
•select and sequence information to suit the audience, purpose and form
•write in plain English and the active voice
•apply specific writing techniques to suit the task, such as hedge words and the passive voice
•write in a range of business and public relations forms
•edit and proofread your work to an expected standard
•communicate information effectively via tables, graphs and visuals
•produce documents where the layout and design supports the communication
•work collaboratively with others on a group project.


Details of Learning Activities

In this course you learn through-
 
1. In-class activities:
• lectures
• industry speakers
• teacher directed group activities/projects
• peer teaching and class presentations
• group work
• discussion
• class exercises to review discussions/lectures
• workshopping of students’ own projects

2. Out-of-class activities:
• practical exercises
• reading articles and excerpts
• preparing for discussion
• independent research
• writing tasks
• project work.


Teaching Schedule

Semester 1   
Week
Starting
Class contentAssessment due datesElements
Week 1
7 Feb
Introduction to the subject
The communication process
 CUECOR01B Develop personal time management skills
CUSADM03A Determine scope of projects
CUECOR01B Manage own learning
CUVDES05A Plan the production of the work
Week 2
14 Feb
Writing professionally: audience, purpose and form
Plain English: words and phrases
 CUVDES05A Interpret the brief
CUVCOR13A Research history and theory
CUSRAD02A Clarify and confirm purpose of research
VBP 553 Develop and refine conceptual vision for writings
CUVCOR04A Research concept ideas

Week 3
21 Feb
Plain English: syntax, paragraphs, rhythm and tone, design and layout CUVDES05A Interpret the brief
CUVCOR13A Research history and theory
CUSRAD02A Clarify and confirm purpose of research
VBP 553 Develop and refine conceptual vision for writings
CUVCOR04A Research concept ideas
Week 4
28 Feb
Putting plain English into practice
Communicating in the workplace: business correspondence
 CUVCOR13A Link research to artistic practice
CUSADM03A Determine scope of projects


Week 5
7 March
Writing business letters
Analysing letter types: good/neutral news,
bad news and persuasive letters
Letter layout and formats
 UVCOR13A Research history and theory
VBP 553 Determine and organise resource requirements for work
VBP 553 Plan the writing
Week 6
14 March
Labour Day holiday 
Week 7
21 March
Electronic communication: the culture of email
Writing emails and memos
 CUVCOR13A Research history and theory
VBP 553 Realise writings
Week 8
28 March
Introduction to speechwriting
Writing for the ear
Ingredients of an effective speech
Business correspondence assignmentCUVCOR13A Research history and theory
CUSADM03A Determine scope of projects
Week 9
4 April
Guest speaker: speech writer
Analysing speeches
 CUVCOR13A Research history and theory
VBP 553 Develop and refine conceptual vision for writings
CUVCOR04A Research concept ideas
CUVCOR04A Generate concept

Week 10
11 April
Analysing speeches
Feedback on plans
Speech – planCUVCOR13A Research history and theory
VBP 553 Develop and refine conceptual vision for writings
CUECOR01B Receive and act constructively on personal feedback
Week 11
18 April
Persuasive writing
Psychological appeals
 
CUSADM03A Develop a plan for the limited project or section of the larger project
CUVCOR04A Research concept ideas
CUVCOR04A Generate concept
CUVCOR13A Link research to artistic practice





.

Mid-semester break (Thursday 21 April – Wednesday 27 April)   
Week 12
2 May
Logic and argument
Workshopping speeches
 CUECOR01B Receive and act constructively on personal feedback
CUVCOR04A Conduct critical discourse
CUVCOR04A Adjust and refine concept

Week 13
9 May
Presentation of speechesSpeech – analysis and deliveryVBP 553 Realise writings
Week 14
16 May
The media release as a publicity tool
Understanding different media markets
 CUVCOR13A Research history and theory
CUVCOR13A Link research to artistic practice
CUSRAD02A Clarify and confirm purpose of research
CUSRAD02A Identify and access sources of information
Week 15
23 May
Writing media releases

 VBP 553 Determine and organise resource requirements for work
VBP 553 Plan the writing
VBP 553 Realise writings
Week 16
30 May
Workshopping media releases
Introduction to Business XYZ
Media release due 6 JuneCUECOR01B Receive and act constructively on personal feedback
CUVCOR04A Conduct critical discourse
CUVCOR04A Adjust and refine concept

Week 17Assessment week  
Semester break (Monday 13 June – Friday 1 July)   
Semester 2   
Week 1
4 July
Introduction to report writing
Report back on Business XYZ
 CUVCOR13A Research history and theory
VBP 553 Develop and refine conceptual vision for writings
VBP 553 Determine and organise resource requirements for work
CUECOR01B Develop personal time management skills
CUSADM03A Determine scope of projects
CUSADM03A Develop a plan for the limited project or section of the larger project
CUECOR01B Develop personal time management skills
CUVDES05A Interpret the brief
CUVDES05A Plan the production of the work
Week 2
11 July
Report writing: structure and conventions CUSRAD02A Clarify and confirm purpose of research
CUSRAD02A Identify and access sources of information
CUVCOR04A Research concept ideas
CUVDES05A Interpret the brief
CUVCOR04A Conduct critical discourse
CUVCOR04A Adjust and refine concept
CUSRAD02A Provide information in appropriate format
VBP 553 Plan the writing
Week 3
18 July
Report writing: research techniquesReport – planCUSRAD02A Identify and access sources of information
CUSRAD02A Analyse research findings
CUECOR01B Receive and act constructively on personal feedback

 Week 4
25 July
 Referencing styles
Using tables, graphs and diagrams
 CUSRAD02A Identify and access sources of information
CUSRAD02A Analyse research findings
VBP 553 Realise writings
 
 Week 5
1 Aug
 Preparing a business caseReport – final
CUVDES05A Complete the production of the work
CUVCOR13A Research history and theory
CUVDES05A Interpret the brief
CUVDES05A Develop and refine the design concept
CUSADM03A Determine scope of projects
CUSADM03A Develop a plan for the limited project or section of the larger project
CUSRAD02A Provide information in appropriate format
 
 Week 6
8 Aug
 Introduction to copywritingBusiness case
CUVCOR13A Research history and theory
CUVDES05A Interpret the brief
CUVDES05A Develop and refine the design concept
CUVDES05A Liaise with client
CUVDES05A Plan the production of the work
CUVDES05A Complete the production of the work
 
 Week 7
15 Aug
 Advertising CUVCOR13A Research history and theory
VBP 553 Develop and refine conceptual vision for writings
VBP 553 Determine and organise resource requirements for work
VBP 553 Plan the writing
 
 Week 8
22 Aug
 Brochures and flyers CUVCOR13A Research history and theory
VBP 553 Develop and refine conceptual vision for writings
VBP 553 Determine and organise resource requirements for work
VBP 553 Plan the writing
 
 Week 9
29 Aug
 Newsletters  CUVCOR13A Research history and theory
VBP 553 Develop and refine conceptual vision for writings
VBP 553 Determine and organise resource requirements for work
VBP 553 Plan the writing
 
 Week 10
5 Sept
 Writing for the Web
Workshopping
 CUVCOR13A Research history and theory
CUVCOR13A Link research to artistic practice
CUVDES05A Interpret the brief
CUVDES05A Develop and refine the design concept
CUVDES05A Liaise with client

 
 Week 11
12 Sept
 Writing for the Web
Workshopping
 CUSRAD02A Identify and access sources of information
CUSRAD02A Analyse research findings
VBP 553 Realise writings
 

 Week 12
19 Sept
 Introduction to PR project
Form groups
 Copywriting assignment
 Mid-semester break (26 September – 7 October)   
 Week 13
10 Oct
 Creating effective presentations: crafting words and visuals
Group work on PR project
 PR project – plan

Resource bank
CUVCOR13A Research history and theory
CUVCOR13A Link research to artistic practice
CUVDES05A Plan the production of the work
VBP 553 Plan the writing
CUVCOR04A Conduct critical discourse
CUVCOR04A Adjust and refine concept
 
 Week 14
17 Oct
 Group work on PR project CUVDES05A Complete the production of the work
VBP 553 Realise writings
CUSADM03A Administer and monitor project
CUECOR01B Receive and act constructively on personal feedback
 
 Week 15
24 Oct
 Presentation of PR project PR project presentation CUVDES05A Complete the production of the work
VBP 553 Realise writings
 Week 16
31 Oct
 Week 16
31 Oct Monday holiday – Cup Day
  
 Week 17
7 Nov
 Assessment week
  


Learning Resources

Prescribed Texts

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


References


You are advised to look at the course blackboard site for ongoing updated information.


Other Resources

You need access to a computer and to the internet for this course.


Overview of Assessment

Assessment for this course is ongoing throughout the semester. Your knowledge of course content is assessed through writing tasks, assignments, a group project, and participation in class activities and workshopping.


Assessment Tasks

To demonstrate competency in this course, you will need to complete the following pieces of assessment to a satisfactory standard. You will receive feedback on all assessment.

Resource bank and oral critique (10%)

Compile a resource bank of business and copywriting samples throughout the year. Choose a business document or piece of copywriting and discuss its effectiveness via an oral critique to the class. Delivery date should be negotiated with your teacher in either Semester 1 or 2.

Business correspondence (10%)

Write 5 pieces of correspondence in response to a given scenario.

Speechwriting assignment (20%)

Write a 400-word analysis of a formal speech, and research and write a 750-word speech on a contemporary issue of your choice. You need to submit a written plan for approval before researching and writing, and you are expected to workshop your speech in class before delivery.

Media release assignment (10%)

Write a 350-word media release for associated publicity for your speech. You should also submit an explanatory paragraph explaining your choice of media outlet, its demographic and the purpose of the release.

Report (12.5%)

Research and write a 1500-word business report to a set brief. Before progressing to the research and writing stages, you are expected to submit a detailed plan to your teacher for approval.

Business case (10%)

Prepare a business case to a set brief, using graphic as well as written communication.

Copywriting assignment (12.5%)

Select and analyse 3 different types of copy from your resource bank. Write 2 pieces of copy to build your own portfolio.

Public relations group project (15%)

As a group, develop a PR plan for an organisation, either real or simulated. Present a live pitch of around 20 minutes to the class, including visual aids to support your proposal. You should also present a mock-up piece of copywriting.

Grades used in this unit are as follows:

Grades which apply to curriculum-based courses:
80 – 100% HD High Distinction
70 – 79% DI Distinction
60 – 69% CR Credit
50 – 59% PA Pass
Under 50% NN Fail


Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are
available through the course contact in Program Administration

Other Information

Submission of assessments
Submit all assessment tasks in hard copy with a completed School of Media and Communication cover sheet. You are expected to keep a copy of all assignments submitted.

Feedback
You will receive verbal and written feedback by your teacher on your work, as appropriate. This feedback also includes suggestions on further developing your skills and taking projects to the next stage.

Late Submissions
Please refer to the course blackboard site for policy information including information on late submissions and plagiarism

Plagiarism
RMIT has a strict policy on plagiarism. Please refer to the website for more information on this policy.

Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece
of assessment by the due date, you will need to apply for an extension.
Please refer to the following URL for extensions and special consideration:
http://www.rmit.edu.au/browse;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;

Course Overview: Access Course Overview