Course Title: Write persuasive copy
Part B: Course Detail
Teaching Period: Term2 2021
Course Code: MKTG8057C
Course Title: Write persuasive copy
Important Information:
None
School: 375T Vocational Design and Social Context
Campus: City Campus
Program: C4405 - Certificate IV in Professional Writing and Editing
Course Contact: John Reeves
Course Contact Phone: +61 3 9925 4895
Course Contact Email: john.reeves@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Teacher: Melissa Cranenburgh
Email: melissa.cranenburgh@rmit.edu.au
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
None
Course Description
Copywriting is the art of writing persuasively for business and communications. In this course you will explore a broad range of copywriting, from advertising and marketing to corporate writing copy. You will learn how to tailor messages for specific audiences and purposes, and craft language for maximum impact. You will learn techniques for structuring copy, writing headlines, and identifying features and benefits. You will explore the interplay between text and visuals to best select images and audio-visual material for persuasive purposes. You will also learn how to work to a client’s brief and within a specified style or brand.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBWRT501 Write persuasive copy |
Element: |
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 |
Element: |
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 |
Element: |
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
On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in the above elements.
You will be able to:
- analyse and evaluate a creative brief
- produce persuasive copy with high impact.
Details of Learning Activities
In this course you learn through:
1. In-class activities:
- Lectures and demonstrations, which provide the framework for exploring different kinds of technical content
- teacher directed group activities/projects and collaboration
- class exercises to review discussions/lectures, clarify course content and practise relevant skills
- peer teaching and class presentations
- group discussion
- class exercises
2. Out-of-class activities:
- independent project based work during which you will develop the practical skills necessary to create designed content for a range of audiences
- writing and reading assignments
- online and other research
- independent study, working through the course requirements as presented in classes, online and through learning materials
Teaching Schedule
Please note: course delivery may be subject to change. Please attend classes and consult Canvas and your teacher for updates.
Week |
Beginning |
Topics & Activities | Assessment |
|
7 (VE Week 8) |
Aug 23 |
Introduction to Copywriting Class activity: Who are you? |
|
Mid-semester break: Monday 30 August to Friday 3 September inclusive |
|||
|
8 (VE Week 9) |
Sep 6 |
Audience & the art of persuasion Class activities: Work on travel advertisement (Ass. 1). |
Assessment 1: Part 1 – Plan due |
|
9 (VE Week 10) |
Sep 13 |
Structuring copy & writing headlines The language of copywriting Class activities:
|
Assessment Task 2: Knowledge due |
|
10 (VE Week11) |
Sep 20 |
Approaches to advertising & taking a brief Class activities: |
Assessment 1: Part 2 Draft due |
|
11 (VE Week 12) |
Sep 27 |
Flyers, postcards & brochures Class activities: |
Assessment 1: Part 3 – Revise due |
|
12 (VE Week 13) |
Oct 4 |
Direct mail & email marketing Class activities: Review Ass 1 |
|
|
13 (VE Week 14) |
Oct 11 |
Bios, taglines & mission statements Class activities: Bio and profile writing Workshopping In class: Sign off reference files (Asst 2) |
|
|
14 (VE Week 15) |
Oct 18 |
Presenting to clients Class: Present a piece from your folio (copywriter/client roleplaying). This is the final class for this course. |
Assessment task 3 due |
Learning Resources
Prescribed Texts
References
Other Resources
You will require access to a computer and to the internet for this course. RMIT will provide you with resources and tools for learning in this course through our online systems and access to specialised facilities and relevant software. You will also have access to the library resources.
The University Library has extensive resources and provides subject specialist expertise, research advice, help with referencing and support through:
The Learning Lab
https://www.rmit.edu.au/students/study-support/learning-lab
The Study Support Hub
https://www.rmit.edu.au/students/study-support/study-support-hub
Overview of Assessment
Assessment is ongoing throughout the course and will include a range of practical and theory components. Full assessment briefs will be provided and can be found on Canvas.
This is a Vocational Education and Training qualification and is assessed for Competency. To be assessed as Competent means you have consistently demonstrated the required knowledge and skills at a standard required in the workplace. To be assessed as Competent in this course, you will need to complete each assessment task to a satisfactory standard. You will receive feedback from the teacher at the conclusion of each assessment task.
Results that apply to courses that are delivered and assessed in accordance with competency-based assessment are:
CA: Competency Achieved
NYC: Not Yet Competent
DNS: Did not Submit for Assessment
Assessment Tasks
Students enrolled in Vocational Education and Training qualifications are assessed for Competency. To be assessed as Competent means you have consistently demonstrated the required knowledge and skills at a standard expected in the workplace. To be assessed as Competent in this course, you will need to complete each assessment task to a satisfactory standard. You will receive feedback from the teacher at the conclusion of each assessment task.
You should refer to the assessment brief which is available through Canvas for full assessment criteria.
Assessment 1: Structured copywriting
Due: Part 1: Week 9 (12 Sep); Part 2: Week 11 (26 Sep); Part 3: Week 12 (3 Oct)
There are 3 parts to this task:
Part 1: Plan
Part 2: Draft
Part 3: Revise
You are to produce a 1-page A4 advertisement for a magazine or newspaper advertising a travel/holiday destination to a specific target audience. The purpose of this exercise is for you to explore the fundamentals of writing persuasive copy for a specific audience and purpose.
Assessment 2: Knowledge
Due: Week 10 (19 Sep)
This assessment is a short-answer knowledge assessment designed to assess your knowledge of Writing Persuasive Copy.
Assessment 3: Copywriting Folio
Due: Week 15 (18 Oct)
Prepare a folio of 3–5 pieces of copywriting. The samples should show evidence of research, planning, drafting and revision to produce polished copy for the target audience and purpose. The folio should be suitable to demonstrate your range and ability to a potential employer or client.
Once you have achieved competency for all assessments in a unit of competency, you will receive an overall result. If you have not completed an assessment task to a satisfactory standard, you will be given an opportunity to resubmit that task within one week of receiving feedback from your teacher. If the resubmission is deemed unsatisfactory, the matter will be referred to the Program Coordinator.
Results that apply to courses that are delivered and assessed in accordance with competency-based assessment are:
CA: Competency Achieved
NYC: Not Yet Competent
DNS: Did not Submit for Assessment
Assessment Matrix
The assessment matrix demonstrates alignment of assessment tasks with the relevant unit of competency. These matrices are available through Program Administration.
Other Information
Attendance
Your learning experience will involve class-based teaching, discussion, demonstration and practical exercises
It is strongly advised that you attend all timetabled sessions. This will allow you to engage in the required learning activities, ensuring you the maximum opportunity to complete this course successfully.
Information about your studies
You can access My Studies through the RMIT website for information about timetables, important dates, assessment dates, results and progress, Canvas etc.
https://www.rmit.edu.au/students
Assessment
Information on assessment including Special consideration, Adjustments to assessment, (eg. applying for an extension of time):
https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment
Academic Integrity and Plagiarism
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy.
https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/academic-integrity
Credit Transfer and Recognition of Prior Learning
Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification).
Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.
Please speak to your teacher if you wish to discuss applying for Credit Transfer or RPL for the unit(s) of competency addressed in this course.
https://www.rmit.edu.au/students/student-essentials/enrolment/apply-for-credit
Course Overview: Access Course Overview