Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG6045C

Course Title: Write persuasive copy

School: 650T Vocational Business Education

Campus: City Campus

Program: C5335 - 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 course covers the performance outcomes, skills and knowledge required to interpret a creative brief and evaluate a range of creative options to write persuasive copy.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBWRT501A Write persuasive copy


1. Analyse and interpret creative brief

Performance Criteria:

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


2. Evaluate creative options

Performance Criteria:

2.1 Evaluate design and copy options against requirements of creative brief
2.2 Select option/s enabling required information and images to be communicated within time and budgetary requirements


3. Prepare persuasive copy

Performance Criteria:

3.1 Create original copy with impact, which sets product, service or idea being communicated apart from the competition and competitor’s promotional material
3.2 Create copy which communicates required image, and features and benefits of the product, service or idea
3.3 Create copy which meets requirements of 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, organisational and ethical requirements

Learning Outcomes

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 - Course Induction
Week 2 - Introduction to the Public Relations industry and the importance of writing
Week 3 - Introduction to Public Relations tools, presentations, documents and channels – overview of media releases, direct mail, newsletters, brochures etc
Week 4 - The importance of the media release
Week 5 - Audiences and stakeholders
Week 6 - Public relations and marketing communication documents
Week 7 - Blog introduction
Week 8 - Social media integration – twitter, facebook etc

31 August - 7 Sept - mid semester break 

Week 9 -Tools for persuasive writing
Week 10 -Short vs long copywriting
Week 11 -Objectives and key messages
Week 12 - Newsletters/fliers
Week 13 - Events/sponsorship proposals
Week 14 - Research & Evaluation Legal/Ethical
Week 15 - Assessments
Week 16 - Assessment
Week 17 - No classes - Resubmissions only 

Learning Resources

Prescribed Texts


Other Resources


Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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. Students will be provided with feedback throughout the course to check their progress.

Assessment Tasks

Assessment Tasks

Task 1 – Case study analysis (due week 6) – individual assessment

Students are required to investigate and analyse current news items and consider the Public Relations activities that were undertaken to generate interest.

In class, students will be provided with two current items/events/campaigns which will be closely studied to:

1) plan and write two press releases
2) prepare material for a mini presentation in the classroom.

1) Written pieces to submit:
· 2 x Press Release plan
· 2 x completed Press Releases

2) Mini presentation (five minutes) in class. Students are to choose one of the press releases they have planned and written and present on:
· Media angle
· Key messages
· Specific media audience

Each student will prepare: and submit supporting material for their presentation, including:
· Presentation plan
· speaking notes
· visual aids (minimum two slides)

Task 2 – Written Portfolio 2 – Pairs - (Due week 12)

In pairs, 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 (using supplied template)
3 x written piece of MINIMUM 500 words, choose from:
o Blog page
o Web page
o Newsletter article
o Brochure text
o Media release (compulsory)

1 x visual medium – professionally laid out and written choose from:
o Advert
o Poster

Task 3 – Presentation – Pairs (Due in class week 15)
In pairs, students are to present their concepts from the second assessment.
Students will be assessed on a combination of content, ability to employ persuasive techniques along with presentation style, including visual aides, structure, voice projection, pace and pitch, poise and eye contact with the audience. Each presentation/assessment must include:
a) visual aides (presentation slides – minimum 10)
b) testimonials or case studies
c) hand out material (copy of slides or summary of slides for audience)
d) Presentation plan – clear description of what you are presenting about and what you hope to achieve from the presentation.

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 Make a Presentation

Course Overview: Access Course Overview