Course Title: Write content for a range of media

Part B: Course Detail

Teaching Period: Term1 2020

Course Code: COMM7310C

Course Title: Write content for a range of media

School: 375T Vocational Design and Social Context

Campus: City Campus

Program: C5314 - Diploma of Professional Writing and Editing

Course Contact: Penny Johnson

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


Course Description

This course is designed to develop the skills and knowledge to write both original and re-purposed content for specific audiences using a range of media.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUFWRT301A Write content for a range of media


1. Prepare to write content

Performance Criteria:


Identify production requirements for content with

relevant personnel and according to organisatiional




Identify purpose of content and other factors that have


implications for the way content will be written


Identify text-based content that may be incorporated and


referenced, and organise copyright clearances as required


Use a range of additional sources to find information


where there are perceived gaps in text-based content


Identify needs and perspectives of target users  and


audience with reference to a range of user data


Generate a range ·Of ideas relevant to purpose of the


content to be written


In consultation with relevant personnel, evaluate and


select most appropriate content ideas and writing styles


2. Draft content

Performance Criteria:




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


Draft content using writing and communication




Draft content using writing techniques appropriate to



purpose of the content

Provide captions or descriptions for media assets as




Apply presentation techniques to enhance readability


Refine and redraft content until it meets creative




Proofread content and conduct readability tests if




Submit final draft to relevant personnel for consideration


and review


3. Finalise content

Performance Criteria:


Incorporate  feedback from relevant personnel into final




Submit content by agreed deadline according to


organisational procedures


Note areas for improvement in own area of responsibility


and take action accordingly

Learning Outcomes

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


Topics & ActivitiesAssessment Due

Introduction to Writing Digital Content


Principles of digital content writing


Targeting your audience: creating a user profile

Assessment 1: Planning a site

4Longform to listicles: major writing forms online 

Online journalism: writing hot takes



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


Foregrounding the user: content-focussed website design/UX writing

Assessment 2 Part 1: Creating a website (draft)

Guest speaker TBD


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



User testing for websites (workshopping class)


Social media strategies: planning posts and using a management system


Writing scripts for audio/video content

Guest speaker TBD

Creating a media kit and an 'about' page




Editing for the web


Assessment 3: Social media strategy


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

Assessment 2 Part 2: Creating a website (final)


Showcase day



Learning Resources

Prescribed Texts



You are advised to look on Canvas for ongoing updated information.

Other Resources

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

The University Library has extensive resources and provides subject specialist expertise, research advice, help with referencing and support through:
The learning Lab
The Study Support Hub
English for uni workshops

Overview of Assessment

Assessment is on-going throughout the course. Assessment will incorporate a range of methods to assess performance and the application of knowledge and skills and will include:

  • participation in written exercises, in clss and online
  • oral presentations
  • the application of learned skills and insights to your writing tasks.

Assessment Tasks

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


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 – Planning a site (Due Week 3, Sunday 1 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 29 March; Part 2 Final Due Week 14, Sunday 24 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 13, 17 May)
You will create a social media strategy to help augment your web site.

Results that apply to courses that are delivered and assessed in accordance with competency based assessments are: CA - Competency Achieved
NYC - Not Yet Competent
DNS - Did not Submit 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


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.



Information on assessment including Special consideration, Adjustments to assessment, (eg. applying for an extension of time):


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.  

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.

Course Overview: Access Course Overview