Course Title: Write content for web pages

Part B: Course Detail

Teaching Period: Term1 2019

Course Code: COSC6137C

Course Title: Write content for web pages

School: 345T Media and Communication

Campus: City Campus

Program: C5314 - Diploma of Professional Writing and Editing

Course Contact: Program Administration

Course Contact Phone: +61 3 9925-4815

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Teacher: Melissa Cranenburgh

Nominal Hours: 40

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 course will allow you to develop key skills and knowledge around writing for the web. You will leaarn how to analyse user engagement and produce sharp, accessible content. This will include creating content that is optimized for search engines, social media and multiple web platforms. You will also develop the technical skills necessary to produce clear website layouts that are friendly to a range of users.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

ICAWEB420A Write content for web pages


1. Determine site content requirements

Performance Criteria:

1.1 Identify customer information needs with reference to audience, site functionality and client requirements 

1.2 Confirm site purpose and functionality with reference to client  specification

1.3 Select content channels and format as part of client requirements

1.4 Obtain templates and style guides

1.5 Identify content and analyse with reference to audience needs, maintenance requirements, information architecture, and site design and functionality

1.6 Negotiate alterations to site design, as required by the content and client requirements


2. Write site content

Performance Criteria:

2.1 Create content according to content and client requirements

2.2 Establish that content is easily and conveniently accessible and visible and that information is clear, understandable and logical

2.3 Edit content with reference to audience needs, site functionality, content and client requirements


3. Upload content

Performance Criteria:

3.1 Log into server site using either administrative or anonymous file transfer protocol in preparation for upload

3.2 Launch transfer file transfer protocol (FTP) client  and navigate to destination directory, either graphically or by using a command line interface

3.3 Store and order files according to logical design and user needs, using accepted file extension scheme

3.4 Demonstrate operation in closed contention mode

Learning Outcomes

On successful completion of this course you will be able to write clearly and effectively for the web, recognise how people access information on websites and build a community of online users around your content topics. 

Details of Learning Activities

In-class activities may include:

  • Lectures
  • Guest lecture
  • Class presentations
  • Group discussions
  • Teacher directed group activities/projects
  • Class exercises to review discussions/lectures
  • Workshopping of student projects
  • Analysis/critique of relevant reading material

Out-of-class activities may include:

  • Online research
  • Independent project based work

Teaching Schedule

This course addresses the following units of competency, clustered for delivery and assessment under the title 'Writing Digital Content':

  • ICAWEB420A Write content for web pages
  • CUFWRT301A Write content for a range of media

Please note that below is the proposed schedule though there may be minor adjustments due to guest speaker availability. 

Course schedule


Week starting

Topics & Activities Assessment
1 11 February

Introduction to Writing Digital Content

2 18 February

Principles of digital content writing

3 25 February

Targetting your audience: creating a user profile

Assessment 1: Planning a site

4 4 March Longform to listicals: major writing forms online  

11 March

No class (Labour Day holiday); Class on Wednesday evening is still scheduled

Online journalism: writing hot takes



18 March

Adapting copy for the web: shaping corporate writing for rolling content

7 25 March

Foregrounding the user: creating effective website design

Assessment 2 Part 1: Creating a website (draft)
8 1 April

Writing for social media: platforms and audiences, tone of voice and engagement


9 8 April

User testing for websites (workshopping class)

10 15 April

Social media strategies: planning posts and using a management system


Mid-semester break: 19–28 April (inclusive)

11 29 April

Writing scripts for audio/video content

12 6 May

Creating a media kit and an 'about' page


13 13 May


Editing for the web


Assessment 3: Social media strategy

14 20 May

What's up in the back end of your site: basic coding for simple CMS

Assessment 2 Part 2: Creating a website (final)

15 27 May

Showcase day




Learning Resources

Prescribed Texts


Other Resources

All required resources will be provided by the teacher on Canvas.

Overview of Assessment

Assessment will be ongoing throughout the semester.  It will demonstrate your ability to create well written content with consistent voice, tone and presentation format designed to meet the needs of the customer.

Assessment Tasks

This unit of competency is clustered for delivery and assessment with CUFWRT301A Write content for a range of media.

To demonstrate competency in this course you will need to complete all of the following pieces of assessment to a satisfactory standard. You will receive written feedback on all assessments (refer to Blackboard for assessment criteria).

If you have not completed an assessment task to a satisfactory standard you will be given an opportunity to resubmit that task within one week of receiving feedback. You will have one opportunity to resubmit your work.
Assessment 1 – Planning a site (Due Week 3, Sunday 3 March)
You will prepare a range of planning documents for your website, with an emphasis on the user profile and content plan.

Assessment 2 –  Creating a website (Part 1 Draft Due Week 8, Sunday 31 March; Part 2 Final Due Week 14, Sunday 26 May)
You will structure and create content for a simple website using a standard web platform. You will prepare a draft for workshopping in class, including user testing, and on completion will showcase your site to the class.

Assessment 3 – Social media strategy (Due Week 13, 19 May)
You will create a social media strategy to help augment your web site.

Once you have achieved competency for the unit, you will receive an overall grade for the course (refer to Canvas for the graded rubric with specified criteria). This rubric will relate to all assessments and your overall performance in the course.

Graded assessment in this course uses the following grades:

CHD – Competent with High Distinction
CDI – Competent with Distinction
CC – Competent with Credit
CAG – Competency Achieved – Graded
NYC – Not Yet Competent
DNS – Did Not Submit for Assessment

Grading criteria for this assessment can be found on the course Canvas site.

Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency.  Please refer to the course Canvas site or discuss with your teacher.

Other Information

Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters.

Your learning experience will involve class-based teaching, discussion, demonstration and practical exercises. It is strongly advised that you attend all timetabled sessions. This will allow you to engage in the required learning activities, ensuring you the maximum opportunity to complete this course successfully.

Assessment Feedback
You will receive spoken and written feedback on all your work. Where relevant, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.

Student Progress
Monitoring academic progress is an important enabling and proactive strategy designed to assist you in achieving your learning potential.

Adjustments to Assessment (eg. applying for an extension of time):
If you are unable to complete any piece of assessment satisfactorily by the due date, you can choose to apply for an adjustment to your assessment. RMIT University offers a range of adjustments designed to support you in your studies, including an extension of time to complete the assessment.

Academic Integrity and Plagiarism
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy.

Credit Transfer and Recognition of Prior Learning
Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification).

Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.

Recognition of Current Competency (RCC) RCC applies only if you have previously successfully demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained.

Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL, or RCC for the unit(s) of competency addressed in this course.


Course Overview: Access Course Overview