Course Title: Write persuasive copy

Part A: Course Overview

Program: C5371 Diploma of Business (Public Relations)

Course Title: Write persuasive copy

Portfolio: BUS Portfolio Office

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.


Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education

Face-to-Face or Internet

Term1 2017,
Term1 2018,
Term2 2018,
Term1 2019

Course Contact: Felicity Burns

Course Contact Phone: +61 3 9925 5486

Course Contact Email:

Course Description

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.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBWRT501A Write persuasive copy


1. Analyse and interpret a creative brief

2. Evaluate creative options

3. Prepare persuasive copy

Learning Outcomes

Individuals  will learn how to write 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.

Overview of Assessment

In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to:  

  • demonstrate effective interpretation of a creative brief to write original, innovative and persuasive copy that communicates key messages for at least one product/service or idea, on time and on budget
  • reasons for choosing specific design and copy options.


Knowledge Evidence

To complete the unit requirements safely and effectively, you must: 

  • components of the creative brief
  • legal and ethical requirements relating to the advertising industry
  • identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as:
  • anti-discrimination legislation
  • consumer protection laws
  • copyright legislation
  • ethical principles
  • fair trading laws
  • privacy laws
  • Trades Practices Act
  • organisational and advertising budget constraints
  • organisational policies, procedures, products and services
  • persuasive writing techniques
  • grammar and punctuation.

Assessment Conditions

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

  • analysis of responses to case studies and scenarios
  • demonstration of techniques to write persuasive copy
  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • oral or written questioning to assess knowledge of relevant legislation from all levels of government, codes of practice and national standards that impact on business operations
  • communication skills to question, clarify and monitor the effectiveness of message being delivered
  • creativity and innovation skills to present ideas and information in an engaging manner
  • literacy skills to write high quality, persuasive copy and to communicate complex ideas and processes efficiently and effectively
  • literacy skills to write in a range of styles for different audiences
  • research and data collection skills to identify company and product information.
  • review of copy created.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.


Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.