Course Title: Copywriting

Part A: Course Overview

Course Title: Copywriting

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 2 2006,
Sem 2 2007,
Sem 2 2008,
Sem 2 2009


City Campus


345H Media and Communication


Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014,
Sem 1 2015,
Sem 2 2015,
Sem 1 2016,
Sem 1 2018,
Sem 1 2019,
Sem 2 2019,
Sem 1 2020,
Sem 1 2021,
Sem 2 2021,
Sem 1 2022


RMIT University Vietnam


345H Media and Communication


Viet1 2016,
Viet2 2016,
Viet2 2018,
Viet3 2018,
Viet1 2019,
Viet2 2019,
Viet3 2019,
Viet1 2020,
Viet2 2020,
Viet3 2020,
Viet1 2021,
Viet2 2021,
Viet3 2021,
Viet1 2022,
Viet2 2022,
Viet3 2022,
Viet1 2023


Singapore Inst of Management


345H Media and Communication


Offsh4 18,
Offsh4 19,
Offsh4 20,
Offsh4 22


RMIT Vietnam Hanoi Campus


345H Media and Communication


Viet1 2020,
Viet2 2020,
Viet3 2020,
Viet1 2021,
Viet2 2021,
Viet3 2021,
Viet1 2022,
Viet2 2022,
Viet3 2022,
Viet1 2023

Course Coordinator: Dr Michelle Aung Thin

Course Coordinator Phone: +61 3 9925 3861

Course Coordinator Email:

Course Coordinator Location: Building 9 Level 5 Room 15

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:

  1. Discuss the theory and principles of using the written and spoken word to communicate and persuade.
  2. Examine the role of the copywriter in the planning, creation, execution and production of advertising communication.
  3. Critically evaluate and analyse examples of advertising copywriting, both local and international.
  4. Formulate focused, creative, word-based solutions to communication problems across a range of delivery modes.
  5. 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:

The Library provides guides on academic 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.