Course Title: Write persuasive copy
Part B: Course Detail
Teaching Period: Term1 2021
Course Code: MKTG7931C
Course Title: Write persuasive copy
School: 650T Vocational Business Education
Campus: City Campus
Program: C5366 - Diploma of Marketing and Communication
Course Contact: Nick Reynolds
Course Contact Phone: +61 3 99250791
Course Contact Email: nick.reynolds@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Federico Viola
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
This unit describes the skills and knowledge required to interpret a creative brief and evaluate a range of innovative options to write persuasive copy.
It applies to individuals who use well-developed advertising skills and a broad knowledge base to communicate messages in a wide range of contexts. In this role, individuals may develop copy individually or may work in a supervisory, management or freelancing capacity coordinating a team of writers.
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
Students will learn how to to interpret a creative brief and evaluate a range of innovative options to write persuasive copy
Details of Learning Activities
This course is clustered (co-delivered and co assessed) with MKTG7929C Create mass print media advertisements.
A range of learning activities are planned for this course including self-paced, collaborative and simulated industry case study activities.
The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.
It is expected that you to participate and contribute in all scheduled learning activities.
Teaching Schedule
This course is clustered (co-delivered and co assessed) with MKTG7929C Create mass print media advertisements. The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.
Course Schedule
Week |
Week Commencing |
Topic |
Readings and Activities |
Assessment |
1 |
8th February |
Course introduction Writing copy |
Course Induction Assessment 1 and 2 briefing Copywriting - Theory |
Assessment 1 Briefing Assessment 2 Briefing |
2 |
15th February |
Concept development and layout Writing copy |
Concept development and layout
Copywriting Exercises |
Worksheet due - Mandatory (counts towards Assessment 2) |
3 |
22nd February |
Image development Elements of design Writing copy |
Image development
Elements of design
Copywriting Exercises |
|
4 |
1st March |
Elements of design Typography development Writing copy |
Elements of design
Typography development
Copywriting Exercises |
|
5 |
8th March |
Sketching Writing copy |
Tracing, concept sketching Copywriting Exercises |
Assessment 1 Digital Submission Due: Sunday, end of day |
6 |
15th March |
Presentations (Assessment 1) |
Presentations |
Assessment 1 Presentation due: during class |
7 |
22nd March |
Introduction to print Rework copy |
Introduction to Print Rework the existing copy |
|
8 |
29th March |
Graphic Software Workshop 1 Copywriting Exercises |
Software Workshop |
|
|
Mid Semester Break 1st April – 7th April
| ||||
9 |
12th April |
Graphic Software Workshop 2 Design exercises Copywriting exercises |
Software Workshop | |
10 |
19th April |
Advertisements layouts Refine copy |
Various advertisement layout workshops Refine copy to suit the target audience |
|
11 |
26th April |
Software Workshop |
Graphics Photoshop Basics |
Knowledge-based Quiz |
12 |
3rd May |
Photoshop Techniques Create Advertisements |
Photoshop Workshop Advertisements - Dimensions Magazine Media Kits |
|
13 |
10th May |
Work on Assessment 3 | Work on assessment | Assessment 2 due - Sunday end of day |
14 |
17th May |
Work on Assessment 3 | Work on assessment | Assessment 3 due, Sunday end of day |
15 |
24th May |
Presentations |
Presentations |
Assessment 3 Presentations |
16 |
31st May |
Resubmissions only |
|
|
17 |
7th June |
Grade Entry |
|
|
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available in Canvas.
Overview of Assessment
To be deemed competent in this course students must show evidence of the following:
Performance Evidence
Evidence of the ability to:
- analyse and evaluate a design brief including:
- check information for accuracy
- work to schedule
- work to budgetary requirements
- locate and adhere to organisation’s legal and ethical constraints
- produce persuasive copy with high impact, surpassing competitor’s promotional material.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
- discuss ethical requirements which may impact production and delivery of creative copy
- explain relevant legislation, standards and codes of practice affecting production and delivery of copy
- outline constraints to be considered during analysis, evaluation and preparation of copy
- explain organisational policies and procedures relevant to writing copy
- describe persuasive writing techniques
- explain structure of persuasive copy.
Assessment Tasks
This course is co-assessed with MKTG7929C Create mass print media advertisements.
You are required to complete all three tasks. All tasks must be successfully completed to be deemed competent in this unit.
You are required to complete all three tasks. All tasks must be successfully completed to be deemed competent in this unit.
Assessment Task 1:
Due: Week 5 (Sunday, digital upload), Week 6 (in class: presentation)
1 - Create and present a portfolio of concept sketches for a print campaign
Develop adequate concepts for a print campaign as initial thumbnails, further refinements and roughs. You need to explore the layouts to suit a client brief.
2 - Create and present engaging copy to support your visuals that is suitable for the specified target audience
-
- Plan for persuasive copy by analysing message, target audience, use of tone and language and choice of words
- Evaluate design and copy against the creative brief
- Develop adequate headings, slogans and copy with an adequate amount of variations.
- Research and document information covering relevant legal, technical and ethical aspects or constraints relevant to the copy and product.
- Proofread draft
- Supply textfile of draft and of edited draft
- Create a schedule for the copywriting and ad development
- Create a budget for the copy based on copywriter rates.
The artwork and written component need to be scanned and uploaded to Canvas as a single file (PDF).
Assessment Task 2:
Due: Week 13 (Sunday, digital upload)
Complete one worksheet and a knowledge-based quiz about copywriting and advertising exercises. All worksheets and the quiz will be performed in class. (See the syllabus/weekly planner for the worksheet and quiz).
Assessment Task 3:
Due: Week 14 (Sunday, digital upload), Week 15 (in class: presentation)
Develop Advertisements for Print in 3 formats
Refine the concepts from Assessment 1 including the copy in digital format for print. The advertisements need to be of a professional standard in print quality and in presentation technique.
Create original copy which sets product, service or idea apart from competition. Final selected copy needs to be included in advertisement and selected and alternative copy needs to be supplied as a text file. Ensure you use Australian standard English.
Your copy must be grammatically correct and free of spelling errors.
Write a description that explains your visual choices to achieve the final advertisement. Discuss balance, colour choices, typefaces chosen, visuals, white space, margins, visual hierarchy, focal point, headline, slogan and copy. The description should discuss how it addresses the requirements of the advertisement brief, how it is addressing the desires and language of the target audience and how it meets legal and ethical requirements.
Present your portfolio in printed as well as digital format.
Create and present a portfolio of concept sketches for a print campaign
Develop adequate concepts for a print campaign as initial thumbnails, further refinements and roughs. You need to explore the layouts to suit a client brief.
2 - Create and present engaging copy to support your visuals that is suitable for the specified target audience
- Plan for persuasive copy by analysing message, target audience, use of tone and language and choice of words
- Evaluate design and copy against the creative brief
- Develop adequate headings, slogans and copy with an adequate amount of variations.
- Research and document information covering relevant legal, technical and ethical aspects or constraints relevant to the copy and product.
- Proofread draft
- Supply textfile of draft and of edited draft
- Create a schedule for the copywriting and ad development
- Create a budget for the copy based on copywriter rates.
The artwork and written component need to be scanned and uploaded to Canvas as a single file (PDF).
Assessment Matrix
The assessment matrix that maps all the assessment is available on CANVAS.
Submission Requirements
You should:
- Ensure that you submit assessments on or before the due date. Non submission without supporting evidence such as an ELP or special consideration will mean a result of Did Not Submit (DNS)
- Always retain a copy of your assessment tasks. (hard copy and soft copy)
- When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
- Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers.
Other Information
Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
Where an extension of greater than seven days is needed, you must apply for Special Consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmissions:
If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
Marking Guide (Competency):
Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:
Satisfactory
Not Satisfactory
DNS (Did not Submit)
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Course grades will be given as:
CA (Competency Achieved)
NYC (Not Yet Competent)
DNS (Did not submit)
Course Overview: Access Course Overview