Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG6045C

Course Title: Write persuasive copy

School: 650T Vocational Business Education

Campus: City Campus

Program: C5335 - Diploma of Business (Public Relations)

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Fiona McQueen
Ph:  (03) 9225 1612

Available during class time and during the week by appointment. 

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 course covers 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


1. Analyse and interpret 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


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


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

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 learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.

Teaching Schedule

This unit is co-delivered with Make a Presentation COMM5928C


Induction Session

Prior to training commencement a program level induction session will be conducted that comprises the following:

• Program overview and requirements
• MyRMIT/Blackboard
• Overview of assessment requirements
• Pre-Training Review including:
       Recognition of Prior Learning and Credit Transfers
       Assessment of current skills and knowledge
• Competency/Grading Criteria
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Re-submission policy
• Where to get support 

Week 1Welcome to persuasive writing
Week 2Introduction to the Public Relations industry and the importance of writing
Week 3Introduction to Public Relations tools, presentations, documents and channels – overview of media releases, direct mail, newsletters, brochures etc
Week 4The importance of the media release
Week 5Audiences and stakeholders
Week 6Public relations and marketing communication documents
(ASSESSMENT ONE DUE - feedback will be received by week 8) 
Week 7Blog introduction
Week 8Tools for persuasive writing
Semester break29 August - 2 September
Week 9Short vs long copywriting
Week 10Objectives and key messages 
Week 11Newsletters/fliers
(ASSESSMENT TWO DUE - feedback will be received by week 12) 
Week 12Events/sponsorship proposals
Week 13Research & Evaluation Legal/Ethical
Week 14 Assessments - In class presentations 
(ASSESSMENT THREE DUE - feedback will be received by week 15) 
Week 15

Completing Assessments - presentations
Teacher meetings as needed - for students who need to resubmit 

Week 16/17No classes - Re-submissions only 



Learning Resources

Prescribed Texts


Other Resources


Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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. Students will be provided with feedback throughout the course to check their progress.

Assessment Tasks

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

Assessment Tasks

Task 1 – Press release planning and writing and mini presentations – individual assessment (Due week 6)

Students are required to investigate and analyse material from a simulated environment and plan and write two media specific vehicles.

In class, students will be provided with two current items/events/campaigns which will be closely studied to:
1) plan and write two press releases
2) prepare material for a mini presentation in the classroom.

1) Written pieces to submit:
• 2 x Press Release plan
• 2 x completed Press Releases

2) Mini presentation (five minutes) in class. Students are to choose one of the press releases they have planned and written and present on:
• Media angle
• Key messages
• Specific media audience

Each student will prepare: and submit supporting material for their presentation, including:
• Presentation plan
• speaking notes
• visual aids (minimum two slides)

Task 2 – Written Portfolio 2 – Pairs - (Due week 11)

In pairs, students will choose a virtual client from a supplied list who has a communication objective they need to fulfill. Students will need to consider how that virtual client is going to build their brand and reputation and highlight possible issues the business might be facing, for example:
• A new business has opened and needs to increase awareness
• Launching a new range and needs to inform its public
• Trying to gain interest from a new market

Students are to prepare:
Five pieces in total comprised of:
• Communication Plan (using supplied template)
• 3 x written piece of MINIMUM 500 words, choose from:
o Blog page
o Web page
o Newsletter article
o Brochure text
o Media release (compulsory)
• 1 x visual medium – professionally laid out and written choose from:
o Advert
o Poster

Tasks one and two will be submitted in stages with drafts submitted prior to full deadline date.

Task 3 – Presentation – Pairs (presented in class week 14 and week 15)

In pairs, students are to present their concepts from the second assessment.

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.

Each presentation/assessment must include:
a) visual aides (presentation slides – minimum 10)
b) testimonials or case studies
c) hand out material (copy of slides or summary of slides for audience)
d) Presentation plan – clear description of what you are presenting about and what you hope to achieve from the presentation.

PLEASE NOTE. your presentation material must follow the basic principles of persuasive writing, be free of spelling and grammar errors.

Submission Requirements for all assessments:
Assessment tasks need to be submitted via Blackboard. A hard copy may be required as well but where possible all assessments must also be submitted electronically.

Work to be saved in a word doc or .pdf and uploaded to assessment tab in your course blackboard shell by required date. Work sent by email will not be marked. Work submitted after the deadline and without one of the forms below will not be accepted or marked.

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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
• 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. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

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. <check links are still current>
More Information:
Form to use: 
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:;ID=g43abm17hc9w (unresolved) 
Form to use: 
Re-submissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the re-submission. The highest grade you will receive if your re-submission is successful is “CAG”.
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.
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:
More Information:;ID=7usdbki1fjf31 

Marking Guide (Competency):

You will be provided with an assessment guide at the start of semester that includes a grading rubric for each unit/cluster in the program.  Rubrics will be based upon the criteria of performance, including how effectively you demonstrate skills and knowledge and the  relevant employability/ core skills.

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
NYC - Not Yet Competent
DNS-  Did Not Submit for assessment

Assessment Matrix

Other Information

This unit is co-delivered and co-assessed with Make a Presentation

Course Overview: Access Course Overview