Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term2 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

Week	Topic	Readings and Activities	Assessment	Unit(s) of Competency	Elements and Performance Criteria
Week 1 July 2nd	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 July 9th	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 July 16th	Websites	How to build a blog. Begin making a website using Wix or Weebly, for your Avatars
Week 4 July 23rd	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 July 30th	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 August 6th	In Class time for Assignment 1 work	Assignment 1 due Week 6	Assignment 1 due 11.59pm Friday night
Week 7 August 13th	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 8 August 20th	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.
August 27th	BREAK	BREAK	BREAK	BREAK
Week 9 September 3rd	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 September 10th	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 September 17th	The Client	In class time interviewing with Client
Week 12 September 24th	In Class time for Assignment 2 work	In Class time for Assignment 2 work
Week 13 October 1st	In Class time for Assignment 2 work	In Class time for Assignment 2 work
Week 14   October 8th	Client Presentation	Present to Client	Assignment 2 submission to CLIENT and to RMIT due by 11.59pm
Week 15 October 15th		Quiz	*in class quiz
Week 16 October 22nd		Review
Week 17 October 29th		Resubmissions

Learning Resources

Prescribed Texts

References

Other Resources

All resources are available 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 Information 1: Copywriting Marketing Package

 

Due: 11.59pm Friday August 10th

 

Overview:

You will build a package for a new client looking to move into the digital space. You will create a web site with a blog; a press release, radio ad and Social Media Marketing.

 

Tasks:

1. 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 press release
   4. A Radio Ad
   5. Minimum 2 Social Media ad posts

*

Assessment Information 2: The Client

 

Due: 11.59pm, Friday October 10th

 

Overview:

Students will interview a real business owner, build an avatar and produce an item of copy for this client. They 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. 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.

SUBMIT- Client Brief and Final Item of Copy

*

Assessment 3 - The Quiz

This is an in-class quiz, open book. You may use your laptops to research answers. All questions are 'mostly' drawn from the powerpoint slides presented during class.

There will be 20 questions.

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 Information: https://www.rmit.edu.au/students/student-essentials/assessment-and- exams/assessment/extensions-of-time-for-submission-of-assessable-work (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 (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. Grading & re-submissions Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   6/29/2018 MKTG7922C | ServiceNow   https://rmit.service-now.com/navpage.do 8/8 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 (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