Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG6045C

Course Title: Write persuasive copy

School: 650T Vocational Business Education

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

Available during class time and during the week by appointment. 

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 - 9 February
Introduction to the course including:
• Course requirements
• Course support documents
• Course Blackboard access
• Accuracy of enrolment
• Assessment requirements/Cover Sheets
• Reminder re Plagiarism
• Reminder re Appeals
• Extensions/Resubmissions
• Feedback in this course
• Reminder re submission requirements
• Getting help

Week 2 - 16 February
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  - 23 February
Introduction to Public relations tools, documents and channels – overview of media releases, direct mail, newsletters, brochures etc

Week 4 -  2 March
The importance of the media release
Understanding the creative brief

Week 5 - 9 March
Audiences and stakeholders

Week 6 - 16 March
Public relations and marketing communication documents

Week 7 - 23 March
Blog introduction
Online copywriting

Week 8 - 30 March
Social media integration – twitter, facebook etc

2- 8 April - Mid semester break

Week 9 - 13 April
Tools for persuasive writing

Week 10  - 20 April
Short vs long copywriting

Week 11 - 26 April
Objectives and key messages
Brochures/annual reports

Week 12 -  4 May

Week 13  - 11 May
Events/sponsorship proposals

Week 14  - 18 May
Research & Evaluation Legal/Ethical

Week 15  - 25 May

Week 16 - 1 June

Week 17 - 8 June 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

You are required to complete three tasks.  You must successfully complete all three taks to be deemed competent in this course. 

Assessment Tasks

Task 1 – Portfolio of works – in pairs- (Due end week 5)

In PAIRS, students are required to complete SIX pieces of work that is part of weekly classroom activities. Final document will contribute to a total first assessment grade.

From the class activity submit
• 1 x Press Release
• 1 x social media campaign
• 1 x infographic
• 2 x wiki article
• 1 x online copy

Task 2 – Blog – Individual - (Due in class Week 10)

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 end week 14)

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) – each student must contribute to the communication strategy and plan and notate their contributed section with their initials.
• 2 x Media release (minimum 300 words each)
• 6 x written/designed pieces of MINIMUM 500 words:
o Online web material
o Newsletter article
o Brochure
o Social media campaign
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.

Submission Requirements:
You should:
Ensure that you submit assessments on or before the due date.
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 use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

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:

Resubmissions (VET Programs):
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”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
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: <check link is still current>
More Information:;ID=7usdbki1fjf31

Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades: inal Grades table:

CHD - Competent with High Distinction
CDI  - Competent with Distinction
CC - Competent with Credit
CAG -  Competency Achieved – Graded
NYC - Not Yet Competent
DNS - Did Not Submit for assessment

Further information regarding the application of the grading criteria will be provided by your teacher.


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.

Other Information

This subject is co-delivered and co assessed with Develop Public Relations Documents MKTG5845C

Course Overview: Access Course Overview