Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term2 2014

Course Code: MKTG6045C

Course Title: Write persuasive copy

School: 650T TAFE Business

Campus: City Campus

Program: C5281 - Diploma of Business (Public Relations)

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Fiona McQueen
Ph:  (03) 9225 1612

Nominal Hours: 50

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


Course Description

This unit applies to individuals who are responsible for writing persuasive copy to communicate messages in a wide range of contexts. These contexts may include television, radio, other advertising media, public relations or marketing. The unit is generally undertaken by those working in a supervisory, management or freelancing role who are primarily responsible for the development of persuasive copy. They may develop the copy individually or coordinate a team of writers.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBWRT501A Write persuasive copy


1. Analyse and interpret a creative brief

Performance Criteria:

1.1. Analyse and confirm the technique/s for expressing the central idea or creative concept
1.2. Identify and check the content and supporting information for accuracy and completeness
1.3. Confirm the time schedule and budgetary requirements for creating copy
1.4. Identify legal and ethical constraints impacting on copy to be developed


2. Evaluate creative options

Performance Criteria:

2.1. Evaluate design and copy options against the requirements of the creative brief
2.2. Select option/s which enable the required information and image to be communicated within time and budgetary requirements


3. Prepare persuasive copy

Performance Criteria:

3.1. Create original copy with impact which sets the product, service or idea being communicated apart from the competition and competitor's promotional material
3.2. Create copy which communicates the required image, features/benefits of the product, service or idea
3.3. Create copy which meets the requirements of the creative brief in terms of information, format, language, writing style, and level of detail
3.4. Produce copy on time and within budget
3.5. Produce copy which complies with legal and ethical requirements

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to interpret a creative brief and evaluate a range of creative options to write persuasive copy.

Details of Learning Activities

Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to interpret a creative brief and evaluate a range of creative options to write persuasive copy.

Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.

Teaching Schedule

Week 1 - 7 July
Course introduction delivery and assessment details

Week 2 - 14 July
Introduction to the PR industry and the importance of writing
Basic principles of persuasive writing
Plain English – rhythm, grammar, sentence structure, flow etc

Week 3  - 21 July
Introduction to Public relations tools, documents and channels – overview of media releases, direct mail, newsletters, brochures etc

Week 4 -  28 July
The importance of the media release
Understanding the creative brief

Week 5 - 4 August
Audiences and stakeholders

Week 6 - 11 August
Public relations and marketing communication documents

Week 7 - 18 August
Blog introduction
Online copywriting

Week 8 - 25 August
Social media integration – twitter, facebook etc

1 - 5 September - Mid semester break

Week 9 8 September
Tools for persuasive writing

Week 10  - 15 September
Short vs long copywriting

Week 11 - 22 September
Objectives and key messages
Brochures/annual reports

Week 12 -  29 September

Week 13  - 6 October
Events/sponsorship proposals

Week 14  - 13 October
Research & Evaluation Legal/Ethical

Week 15  - 20 October

Week 16 - 27 October

Week 17 - 10 November No classes - Resubmissions only

Learning Resources

Prescribed Texts


Other Resources


Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment Tasks

Task 1 – Portfolio of evidence

Students are required to complete 5 of 7 classroom tasks. All submitted classroom activity will be marked competent or not yet competent and will then contribute to a final assessment grade.

Task 1 Written Portfolio – Individual- (Due in class Week 8)

From the class activities submit
• 1 x Press Release (no longer than one page – minimum 300 words) – COMPULSORY
• 1 x Online Copy of 600 words to appear on a website
• 1 x Print Ad (any size)
• 1 x Direct Mail piece of 500 words (letter to customers, email copy, brochure)
• 1 x Newsletter article
• 1 x  Long copy
• 1 x Communication Plan

Task 2 – Blog – Individual - (Due in class Week 11)

Working individually, students are to establish and write a blog around a topic of interest using the theory of persuasive copy writing and best practice blog writing. Ultimately, the task is to persuade people to read and interact with a blog which will demand a combination of persuasive writing style, compelling content (copy and visual) and social media engagement. Students are free to use the blogging platform of your choice.

Comprising a minimum of six blog entries (no max) and a minimum of 2000 words of your own copy (3000 max), your blog must:
• Be written in an engaging writing style that encourages readership
• Include graphics/images/moving footage and hyperlinks to other relevant content
• Integration of social media (twitter etc) in an effort to increase blog readership
• Be consistent in layout, writing style and posting regularity

Your work must be completely free of spelling and grammatical errors and must ensure the principles of ‘plain english’ are upheld and the tools of persuasive writing are employed. The copy must ensure appropriate format, language, writing style and tone for the given medium and audience.

Task 3 – Written Portfolio 2 – Group - (Due in class Week 16)

In groups of NO MORE THAN FOUR, students will choose a virtual client from a supplied list who has a communication objective they need to fulfil. Students will need to consider how that virtual client is going to build their brand and reputation and highlight possible issues the business might be facing, for example:
• A new business has opened and needs to increase awareness
• Launching a new range and needs to inform its public
• Trying to gain interest from a new market

Students are to prepare:
Five pieces in total comprised of:

  • Communication Plan/Strategy (using supplied template)
  •  Media release (minimum 300 words)
  • 2 x written piece of MINIMUM 500 words, choose from:
  • Online web material
  • Newsletter article
  • Brochure text
  • Visual medium – professionally laid out and written choose from:
  • Advert
  • Poster

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

Always retain a copy of your assessment tasks (hard copy and soft copy).
When you submit work for assessment at RMIT University you need to also submit the Assessment record and Cover Sheet that includes a declaration and statement of authorship. You must complete and submit this sheet with all work you submit for assessment, whether individual or group work. Assessment Record and Cover sheets for each assessment will be in each course blackboard shells and distributed with your assessment.
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information:
Form to use:
Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information:;ID=g43abm17hc9w
Form to use:
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information:;ID=7usdbki1fjf31

Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview