Course Title: Write content for a range of media

Part B: Course Detail

Teaching Period: Term1 2018

Course Code: COMM7310C

Course Title: Write content for a range of media

School: 345T Media and Communication

Campus: City Campus

Program: C5295 - Diploma of Professional Writing and Editing

Course Contact: Program Administration

Course Contact Phone: +61 3 9925 4815

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Teacher: Melissa Cranenburgh

Nominal Hours: 40

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

Please refer to the Diploma of Profesional Writing and Editing- Program booklet for Students

Course Description

This unit of competency requires you to create both original and repurposed writing, as used for purposes such as information publications, news broadcasts and organisational newsletters. Such material could be delivered in a variety of ways, including broadcast, print and audiovisual formats, and would be informed by consideration of its target audience, brief and relevant technology.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUFWRT301A Write content for a range of media


Draft content

Performance Criteria:

8. Classify, structure and sequence content so that it is easy to read or navigate

9. Draft content using writing and communication principles 

10. Draft content using writing techniques  appropriate to purpose of the content

11. Provide captions or descriptions for media assets  as required

12. Apply presentation techniques  to enhance readability

13. Refine and redraft content until it meets creative requirements

14. Proofread content and conduct readability tests  if appropriate

15. Submit final draft to relevant personnel for consideration and review


Finalise content

Performance Criteria:

16. Incorporate feedback from relevant personnel into final content

17. Submit content by agreed deadline according to organisational procedures

18. Note areas for improvement in own area of responsibility and take action accordingly


Prepare to write content

Performance Criteria:

1. Identify production requirements  for content  with relevant personnel  and according to organisational procedures

2. Identify purpose  of content and other factors  that have implications for the way content will be written

3. Identify text -based content  that may be incorporated and referenced, and organise copyright clearances as required

4. Use a range of additional sources  to find information where there are perceived gaps in text-based content

5. Identify needs and perspectives of target users and audience with reference to a range of user data 

6. Generate a range of ideas relevant to purpose of the content to be written

7. In consultation with relevant personnel, evaluate and select most appropriate content ideas and writing styles

Learning Outcomes

Please refer to the Diploma of Profesional Writing and Editing- Program booklet for Students

Details of Learning Activities

In-class activities may include:

  • Lectures
  • Guest lecture
  • Class presentations
  • Group discussions
  • Teacher directed group activities/projects
  • Class exercises to review discussions/lectures
  • Workshopping of student projects
  • Analysis/critique of relevant reading material

Out-of-class activities may include:

  • Online research
  • Independent project based work

Teaching Schedule

This course addresses the following units of competency, clustered for delivery and assessment under the title 'Writing Digital Content':

  • ICAWEB420A Write content for web pages
  • CUFWRT301A Write content for a range of media

Please note that below is the proposed schedule though there may be minor adjustments due to guest speaker availability.   

Course schedule


Week starting

Topics & ActivitiesAssessment
15 February

Introduction to Writing Digital Content

212 February

Principles of digital content writing

319 February

Targetting your audience: creating a user profile

426 February

Long-form writing versus copy writing

Assessment 1: Planning a site

55 March

Online journalism: writing hot takes



12 March

No class (Labour Day holiday); Class on Wednesday evening is still scheduled

Adapting copy for the web: shaping corporate writing for rolling content

719 March

Foregrounding the user: creating effective website design

826 March

Writing for social media: platforms and audiences, tone of voice and engagement

Assessment 2 Part 1: Creating a website (draft)


Mid-semester break (30 March – 7 April)

99 April

User testing for websites (workshopping class)

1016 April

Social media strategies: planning posts and using a management system

1123 April

Writing scripts for audio/video content

1230 April

Style guides for digital publishing

Assessment 3: Social media strategy

137 May

 Editing for the web

1414 May

What's up in the back end of your site: basic coding for simple CMS

Assessment 2 Part 2: Creating a website (final)
1521 May

Showcase day



Learning Resources

Prescribed Texts


Other Resources

All required resources will be provided by the teacher on Canvas.

Overview of Assessment

Please refer to the Diploma of Profesional Writing and Editing- Program booklet for Students

Assessment Tasks

This unit of competency is clustered for delivery and assessment with ICAWEB420A Write content for web pages.

To demonstrate competency in this course you will need to complete all of the following pieces of assessment to a satisfactory standard. You will receive written feedback on all assessments (refer to Blackboard for assessment criteria).
Assessment 1 – Planning a site (Due Week 4, Sunday 4 March)
You will prepare a range of planning documents for your website, with an emphasis on the user profile and content plan.

Assessment 2 –  Creating a website (Part 1 Draft Due Week 8, Sunday 1 April; Part 2 Final Due Week 14, Sunday 20 May)
You will structure and create content for a simple website using a standard web platform. You will prepare a draft for workshopping in class, including user testing, and on completion will showcase your site to the class.

Assessment 3 – Social media strategy (Due Week 12, 6 May)
You will create a social media strategy to help augment your web site.

Once you have demonstrated competency, you will be assessed according to a graded rubric covering the course (refer to Canvas for grading rubric).

Graded assessment in this course uses the following grades:

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

Grading criteria for this assessment can be found on the course Canvas site.

Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency.  Please refer to the course Canvas site or discuss with your teacher.

Other Information

Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters.

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.

Assessment Feedback
You will receive spoken and written feedback on all your work. Where relevant, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.

Student Progress
Monitoring academic progress is an important enabling and proactive strategy designed to assist you in achieving your learning potential.

Adjustments to Assessment (eg. applying for an extension of time):
If you are unable to complete any piece of assessment satisfactorily by the due date, you can choose to apply for an adjustment to your assessment. RMIT University offers a range of adjustments designed to support you in your studies, including an extension of time to complete the 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.

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.

Recognition of Current Competency (RCC) RCC applies only if you have previously successfully demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained.

Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL, or RCC for the unit(s) of competency addressed in this course.


Course Overview: Access Course Overview