Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term1 2018

Course Code: MKTG6045C

Course Title: Write persuasive copy

School: 650T Vocational Business Education

Campus: City Campus

Program: C5371 - Diploma of Business (Public Relations)

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Matthew Farmer

matthew.farmer@rmit.edu.au

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 performance outcomes, skills and knowledge required to interpret a creative brief and evaluate a range of creative options to write persuasive copy.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBWRT501A Write persuasive copy

Element:

1. Analyse and interpret a creative brief

Performance Criteria:

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

Element:

2. Evaluate creative options

Performance Criteria:

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

Element:

3. Prepare persuasive copy

Performance Criteria:

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


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.


Details of Learning Activities

A range of in class activities, case studies and independent research are included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.


Teaching Schedule

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.

Week

Topic

Readings and Activities

Assessment

Unit(s) of Competency

Elements and Performance Criteria

Week 1

 

Introduction to course schedules

    • The 9 kinds of copywriting
    • Writing exercises
      • Simple household item
      • Features and benefits of self
      • Radio ad based on 1st Writing Exercise

 

 

 

Week 2

 

Avatars, Client Briefs and More

    • Rough Avatar Creation
    • Writing to your Avatar

    • 3 kinds of copy on a website
      • Front page
      • About us
      • Product Page
      • On page SEO
      • Using the Client Brief to find SEO.
      • What words go where?
      • H1, H2, H3
      • Building a website

Receive Avatars for Assignment 1

 

 

Week 3

 

Blogs and Advertorials

    • How to build a blog.
      • Begin making a website using Wix or Weebly, for your Avatars

 

 

 

Week 4

 

   Social Media

    • Social Media- where less is more.
    • Writing Exercise
      • Take a client brief.
      • Write a blog for your client.

Make a social media post about that blog in 2 different social channels

 

 

 

Week 5

 

Press Releases and Radio Ads

    • The power of a press release.
      • Who writes them? Who reads them?
    • Clichés and Puns
      • When are they good?
      • When are they bad?
    • Radio ads-
      • What words work best when?
      • Scripted ads or those read by the DJs?
      • Time of day
      • Where do people listen to the radio?
    • WRITING EXERCISE
      • Needs a press release
      • A Radio Ad
      • PRODUCT

 

 

 

Week 6

 

In Class time for Assignment 1 work

Assignment 1 due Week 6

Assignment 1 due 11.59pm Friday night

 

 

Break

 

Break

Break

 Break

 

 

Week 7

 

Direct Mail and Print Adverts

    • Look at and discuss various kinds of Direct Mail
    • Look at and discuss various print articles.
    • Headlines- Why they are important and how to write them
    • How to build a strong Avatar- worksheets and questions to ask
    • Writing Exercise- build an avatar based off a student interview, write a direct mail letter drop for them
    • Writing Exercise - write a small article for the Surprise Product

 

 

 

Week 8a/8b

 

EDM- emails and newsletters & CLIENT BRIEFS

    • Dissecting an email.
    • Email subject lines as headlines
    • The power of a list as a target market and how to write to that market
    • Writing exercise – use an avatar and write them an email.
    • Writing exercise- build a newsletter in mailchimp and send it to me.

 

 

 

Week 9

 

  • Online Ads and Critiquing
    • Looking at banner ads- images and words
    • The power of specific words
    • Introduction to Canva.
    • How to positively critique another’s work
    • Exercise- Critique someone’s banner ad.
    • Writing exercise – Random Product as a Banner ad

 

 

 

Week 10

 

Working with Budgets

    • How to charge for your time
      • Hourly or project based
    • What costs are associated with copywriting
      • Social media costs
      • Image costs

 

 

 

Week 11

 

The Client

 

In class time interviewing with Client

 

 

 

Week 12

 

In Class time for Assignment 2 work

 In Class time for Assignment 2 work

  

 

Week 13

 

In Class time for Assignment 2 work

In Class time for Assignment 2 work

 

 

 

Week 14  

 

Client Presentation

 

Present to Client/ prep for quiz

 

Assignment 2 submission to CLIENT and to RMIT due by 11.59pm

 

 

 

 Week 15

 Quiz

Quiz

Assessment 3: Quiz to be completed in class

 

 

Week 16 Resubmission


Learning Resources

Prescribed Texts


References


Other Resources

Any required resources will be made available to you on Canvas.

 

 


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

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.

 


Assessment Tasks

Assessment 1: Copywriting Marketing Package Due: 11.59pm
Day of Scheduled Class, Week 6 Overview:

You will build a package for a new client looking to move into thee digital space.

You will create a web site with a blog, a press release, radio ad and Social Media Marketing.

Tasks:

1. Analyse and interpret weekly briefs in class.

2. Create original copy in the appropriate format, language and writing style, which complies with legal and ethical demands.

3. Complete a package to your client/avatar’s brief which includes:

  1. A basic website with Home Page, About Us and Products page.
  2. A blog at least 300 words long
  3. A media/press release
  4. A Radio Ad
  5. Minimum 2 Social Media ad posts

 

Assessment 2: The Client Due: Day of Scheduled Class, Week 14

You will interview a real business owner, build an avatar and produce an item of copy for this client. You will liaise with the client via email during the process, and present the final piece of copy to The Client.

The client then has the option of using this piece of copy in their business.

Tasks:

  1. Interview a client
  2. Create a client brief and avatar
  3. Create original copy in the appropriate format, language and writing style, which complies with legal and ethical demands.
  4. Liaise with the client via email during the process of creating copy.
  5. Complete a piece of copy to your client/avatar’s.

Assessment 3: The quiz To be held the week after the client presentation. It will be 20 questions, open book and will need to be completed in class. Questions and quiz to be uploaded at a further date.


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.
•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 Informationhttps://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 (VE Programs):

 

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.

 

Grading & re-submissions

 

Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.

 

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:

 

https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment

 

Marking Guide (Competency):

 

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.

 

 

Marking Guide (Grading)

 

After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

 

Final Grades table:

 

 

CHD

Competent with High Distinction

 

 

CDI

Competent with Distinction

 

 

CC

Competent with Credit

 

 

CAG

Competency Achieved – Graded

 

 

CA

Competency Achieved – Not Graded

 

 

NYC

Not Yet Competent

 

 

DNS

Did Not Submit for assessment

 

    

 

 

Further information regarding the application of the grading criteria will be provided by your teacher.

 

Course Overview: Access Course Overview