Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: MKTG6045C

Course Title: Write persuasive copy

School: 650T TAFE Business

Campus: City Campus

Program: C5226 - Diploma of Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Liz Grady

03 9525 5423

This course is clustered with COMM5928C Make a Presentation

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


Course Description

This unit applies to individuals who are responsible for writing 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.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBWRT501A Write persuasive copy

Learning Outcomes

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.

Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, workshops and laboratory exercises. Additional assessable activities may also be provided to students to complete outside of the timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments. There will be a large range of online materials incorporated into these learning activities with occasional online theory classes forming part of the online learning schedule.

Teaching Schedule

Week 0Course Introduction and Overview
Week 1Understanding the Creative Brief
Basic Principles of Persuasive Writing

Week 2Writing for different mediums
Week 3Plain English – rhythm, grammar, sentence structure, flow etc
Week 4Written Portfolio’s Due
Week 5Non- teaching week
Week 6Blog introduction
Library tour and research tips

Week 7Online Copywriting
Week 8Tools for Persuasive Writing
Week 9Persuasion – Beyond Logic
Week 10Building Your Audience
Week 11Blog Due
Introduction to Presentation Skills

Week 12Presentation Preparation
Week 13Presentations In Class
Week 14Presentations Continued…
Week 15Revision and Individual Feedback
Week 16Resits if Required
Week 17Final Grading

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment Tasks

Students are required to complete 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.

Task 1 Written Portfolio (Due in class Week 4)
In groups of 3-4, students are to select a real world client for whom they will fulfil a copywriting brief. You will need to choose a client who is happy to be interviewed by you and who has a communications objective they need fulfilled. For example you might choose:

- A local café/bar that has just opened and needs to increase awareness
- A CBD food outlet that is launching a new menu and needs to inform its public
- A fashion brand that is launching a new range and needs to inform its public
- A sole operator such as a personal trainer who is trying to gain interest from a new market
- A retail store that needs to increase sales

Students are to:
• Work with the chosen client to complete the supplied Copywriting Brief in suitable depth paying particular attention to the client’s core objective, target market and key message
• Develop two potential Single Minded Proposition’s (SMP) for the client and a short description of suggested corresponding creative directions
• Choose ONE SMP/creative approach and work up the following communication pieces:

1 x Press Release (no longer than one page)
1 x Online Copy of 600 words to appear on the client’s website
1 x Print Ad (any size)
1 x DM Piece of 500 words (letter to customers, email copy, DM flier)
1 x A3 Poster

PLEASE NOTE that all communications pieces must carry the same key message, single minded proposition and creative angle and should include a call to action. Your work must follow the basic principles of persuasive writing, be free of spelling and grammar errors.

Please refer to the Marking Guide for further for detail.

Submission Guidelines: Each individual student is required to upload in Blackboard provide ONE written document containing the filled out brief and all communication pieces in the portfolio. The document should contain every group member’s full name and student ID in the footer of the document. Please note that submissions are NOT to be emailed.


Task 2 – Blog (Due in class Week 11)

Working in pairs, students are to establish and write a blog around a topic of interest using the theory you have gained around persuasive copy writing and best practice blog writing. Ultimately, your task is to persuade people to read and interact with your blog which will demand a combination of persuasive writing style, compelling content (copy and visual) and social media engagement. You are free to use the blogging platform of your choice.

Comprising a minimum of six blog entries (no max) and a minimum of 2000 words of your own copy (3000 max), your blog must:

• Be written in an engaging writing style that encourages readership
• Include graphics/images/moving footage and hyperlinks to other relevant content
• Integration of social media (twitter etc) in an effort to increase blog readership
• Achieve reader engagement through RSS feed subscriptions, comments, twitter follows
• You should also consider strategies that drive traffic to your blog including integration of social media, seeding of your blog on relevant sites and commenting on other blogs with links back to your own blog
• Be consistent in layout, writing style and posting regularity

Your work must be completely free of spelling and grammatical errors and must ensure the principles of ‘plain english’ are upheld and the tools of persuasive writing are employed. The copy must ensure appropriate format, language, writing style and tone for the given medium and audience.

For further information and detailed marking guide, refer to the Student Instruction Handout that will be distributed after Task 1 is complete
Submission Requirements: Students are required to provide a written document by the due date uploaded into Blackboard. Please note that submissions are NOT to be emailed.

Task 3 – Individual Persuasive Presentation (Due in class Week 13/14)
Students are to choose a topic of interest and prepare and present a five minute persuasive speech on the topic of choice. Students will be assessed on a combination of content, ability to employ persuasive techniques along with presentation style including visual aides, structure, voice projection, pace and pitch, poise and eye contact with the audience.

For further information and detailed marking guide, refer to the Student Instruction Handout that will be distributed after Task 2 is complete
Submission Requirements: Students are required to provide a hard copy of their presentations prior to presenting in class.

NB: If assignments are not submitted on time and in-line with the submission requirements a late penalty will apply. Student’s will be able to resubmit the assessment but, regardless of standard, will not be graded anything higher than Competent

Assessment Matrix

Course Overview: Access Course Overview