Course Title: Copywriting
Part A: Course Overview
Course Title: Copywriting
Credit Points: 12.00
Terms
Course Coordinator: Dr Michelle Aung Thin (Melbourne) / John Dingeldei (SIM)
Course Coordinator Phone: +61 3 9925 3861 / +61 3 9925 7870
Course Coordinator Email: michelle.aungthin@rmit.edu.au / john.dingeldei@rmit.edu.au
Course Coordinator Location: Building 9 Level 5 / Building 9, Level 4
Course Coordinator Availability: By appointment- please email
Pre-requisite Courses and Assumed Knowledge and Capabilities
Required Prior Study
Successful completion of GRAP2311 Creative Advertising or equivalent
Alternatively you may be able to demonstrate the required skills and knowledge before you start this course. This course assumes that you understand basic advertising communication principles and the strategic and creative process involved in developing advertising campaigns. You should have the skills to develop a conceptual idea and creative executions from a client brief.
Contact your course coordinator if you think you may be eligible for recognition of prior learning. Further information:Credit at RMIT
Course Description
In this course you will explore how the spoken and written word is used in advertising across the globe to effectively communicate and persuade. From this theoretical base, you will develop your own skills in writing and crafting compelling headlines, persuasive body copy and engaging scripts and scenarios. The course will develop your copywriting and communication skills across diverse media platforms.
Objectives/Learning Outcomes/Capability Development
Program Learning Outcomes
In course you will develop the following program learning outcomes:
- Produce innovative and professional solutions to advertising communication briefs using creative art direction and/or copywriting skills
- Apply a body of theoretical and practical knowledge and specific skills in your discipline in which to base your professional practice or future study
- Demonstrate creativity, critical thinking and innovation when identifying and solving problems in diverse contexts within the discipline
Course Learning Outcomes
Upon successful completion of this course, you will be able to:
- Discuss the theory and principles of using the written and spoken word to communicate and persuade.
- Examine the role of the copywriter in the planning, creation, execution and production of advertising communication.
- Critically evaluate and analyse examples of advertising copywriting, both local and international.
- Formulate focused, creative, word-based solutions to communication problems across a range of delivery modes.
- Critique and evaluate creative solutions in terms of their suitability to the original brief, advertising message, environment and target audience.
Overview of Learning Activities
You will be actively engaged in learning that involves a range of activities such as studios, project work, lectures, tutorials, class discussion, individual and group activities.
Overview of Learning Resources
RMIT will provide you with resources and tools for learning in this course through our online systems.
A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.
The University Library has extensive resources for Advertising students. The Library has produced a subject guide that includes quality online and print resources for your studies: http://rmit.libguides.com/advertising
The Library provides guides on academic referencing: http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian.
Overview of Assessment
You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. Assessment may include essays, reports, reflective papers, creative projects and presentations, individually and in groups. Assessment will cover both theoretical and practical aspects of your learning.
Assessment Tasks: Melbourne
Assessment Task 1: Group Assignment, 30%, CLO1, CLO3
Assessment Task 2: Individual Assignment, 40%, CLO4, CLO5
Assessment Task 3: Long Copy, 40%, CLO2
Assessment Tasks: Singapore
Assessment Task 1: Poster Campaign, 40%, CLO1, CLO3
Assessment Task 2: Radio Spot, 20%, CLO2, CLO5
Assessment Task 3: Website, 40%, CLO4
Assessment Tasks: Vietnam
Assessment Task 1: Copywriting Analysis & Critique, 20%, CLO1, CLO3, CLO5
Assessment Task 2: Print materials, 40%, CLO2, CLO4, CLO5
Assessment Task 3: Online Copy, 40%, CLO3, CLO4, CLO5
Feedback will be given on all assessment tasks.
If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more.
Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.