Course Title: Write persuasive copy

Part A: Course Overview

Program: C5226 Diploma of Advertising

Course Title: Write persuasive copy

Portfolio: Vocational Education

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.

Terms

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG6045C	City Campus	TAFE	650T Vocational Business Education	Face-to-Face or Internet	Term2 2012, Term2 2013, Term2 2014, Term2 2015

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email: sally.parrott@rmit.edu.au

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.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None

National Competency Codes and Titles

National Element Code & Title:

BSBWRT501A Write persuasive copy

Elements:

1. Analyse and interpret a creative brief 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 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 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.

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.