Course Title: Storytelling for Advertising
Part A: Course Overview
Course Title: Storytelling for Advertising
Credit Points: 12.00
Course Coordinator: Dr Michelle Aung Thin
Course Coordinator Phone: +61 3 9925 3861
Course Coordinator Email: michelle.aungthin@rmit.edu.au
Course Coordinator Location: Building 9 Level 5 Room 15
Course Coordinator Availability: Email for an appointment
Pre-requisite Courses and Assumed Knowledge and Capabilities
None
Course Description
Copywriting is the craft of writing for advertising with the aim of connecting with target audiences
In this course you will explore how the spoken and written word is used in advertising to effectively communicate and persuade. You will develop your own skills in writing such as crafting compelling headlines, persuasive texts and engaging scripts and scenarios. The course will develop your story-telling and communication skills for diverse media platforms.
As part of the course, you will undertake learning activities and/or assessment to engage and connect you with industry relevant to your current studies.
Objectives/Learning Outcomes/Capability Development
Program Learning Outcomes
This course contributes to the following BP354 Bachelor of Professional Communication Program Learning Outcomes:
- PLO3: Employ intellectual agility, knowledge, and skills to develop creative solutions for an unpredictable world and to adapt to professional and personal change.
- PLO5: Establish and continue to grow communication knowledge and skills by applying disciplinary and interdisciplinary expertise in real world contexts.
Course Learning Outcomes
Upon successful completion of this course, you will be able to:
- Discuss the theory and principles of using the written and spoken word to communicate and persuade.
- Formulate focused, creative, word-based advertising for a range of media.
- Evaluate creative solutions in terms of their suitability to the original brief, environment and target audience.
Overview of Learning Activities
You will be actively engaged in learning that involves a range of activities such as lectures, tutorials, seminars, project work, class discussion, individual and group activities
Overview of Learning Resources
RMIT will provide you with resources and tools for learning in this course through our online systems.
A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning.
The University Library has extensive resources for Advertising students. The Library has produced a subject guide that includes quality online and print resources for your studies: http://rmit.libguides.com/advertising
The Library provides guides on academic referencing: http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian.
Overview of Assessment
You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes.
Assessment Tasks
Assessment Task 1: Campaign (Group), 30%, CLO1, CLO2
Assessment Task 2:Audio campaign (Individual), 30%, CLO2, CLO3
Assessment Task 3: Digital campaign (Individual), 40%, CLO2, CLO3
Feedback will be given on all assessment tasks.
If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Equitable Learning Services if you would like to find out more.
Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online: Assessment