Course Title: Write persuasive copy
Part B: Course Detail
Teaching Period: Term2 2019
Course Code: MKTG7931C
Course Title: Write persuasive copy
School: 650T Vocational Business Education
Campus: City Campus
Program: C5366 - Diploma of Marketing and Communication
Course Contact: Julia Makin
Course Contact Phone: +61 3 99255175
Course Contact Email: julia.makin@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
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 skills and knowledge required to interpret a creative brief and evaluate a range of innovative options to write persuasive copy.
It applies to individuals who use well-developed advertising skills and a broad knowledge base to communicate messages in a wide range of contexts. In this role, individuals may develop copy individually or may work in a supervisory, management or freelancing capacity coordinating a team of writers.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBWRT501 Write persuasive copy |
Element: |
1. Analyse and interpret creative brief |
Performance Criteria: |
1.1 Analyse and confirm technique/s for expressing central idea or creative concept 1.2 Identify and check content and supporting information for accuracy and completeness 1.3 Confirm schedule and budgetary requirements for creating copy 1.4 Identify legal and ethical constraints impacting copy to be developed |
Element: |
2. Evaluate creative options |
Performance Criteria: |
2.1 Evaluate design and copy options against requirements of creative brief 2.2 Select option/s enabling required information and images to be communicated within time and budgetary requirements |
Element: |
3. Prepare persuasive copy |
Performance Criteria: |
3.1 Create original copy with impact, which sets product, service or idea being communicated apart from the competition and competitor's promotional material 3.2 Create copy which communicates required image, and features and benefits of the product, service or idea 3.3 Create copy which meets requirements of 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, organisational and ethical requirements |
Learning Outcomes
Students will learn how to to interpret a creative brief and evaluate a range of innovative options to write persuasive copy
Details of Learning Activities
This course is clustered (co-delivered and co assessed) with MKTG7929C Create Mass Print Media Advertisements.
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 course is co-delivered with MKTG7929C Create Mass Print Media Advertisements. The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.
Course Schedule: | |||
Week Commencing on |
Topic |
Readings and Activities |
Assessment |
Week 1 11/2 |
Course introduction Writing copy |
Course Induction Assessment 1 and 2 briefing Copywriting - Theory |
Assessment 1 Briefing Assessment 2 Briefing |
Week 2 18/2 |
Concept development and layout Writing Copy |
Concept development and layout Turn print media ideas into words and pictures using designer visuals and sketches. |
Quiz due |
Week 3 25/2 |
Image development Elements of design Writing copy |
Image development Create images to suit the product and central idea of the advertisement. Size and position images and type in a print advertisement to achieve balance and focus. |
Quiz due |
Week 4 4/3 |
Elements of design Typography development Writing copy |
Elements of design Size and position images and type in a print advertisement to achieve balance and focus. Select typefaces to suit the product and central idea of the advertisement |
Quiz due |
Week 5 11/3 |
Sketching Writing copy |
Tracing, concept sketching Copywriting Exercises |
|
Week 6 18/3 |
Assessment 2 Briefing |
Presentations (moved here from week 5) |
Assessment 1 due: Presentation: during class (Digital Submission: Sunday, end of day) |
Week 7 25/3 |
We will cover week 6's content instead Introduction to Print 2 Rework Copy |
We will cover week 6's content instead Introduction to Print 2 Rework the existing copy |
Assessment 3 - Briefing |
Week 8 1/4 |
Software Workshop 1 |
Illustrator Workshop | Quiz due |
Week 9 8/4 |
Software Workshop 2 Design exercises Copywriting exercises |
Illustrator Workshop | Quiz due |
Week 10 15/4 |
Advertisements layouts Refine copy |
Various advertisement layout workshops Refine copy to suit the target audience |
Quiz due |
Easter Break 19/4 - 26/4 |
|||
Week 11 29/4 |
Software Workshop |
Graphics Photoshop Basics |
Assessment 2 due - Sunday end of day |
Week 12 6/5 |
Photoshop Techniques Create Advertisements |
Photoshop Workshop Advertisements - Dimensions Magazine Media Kits |
|
Week 13 13/5 |
To be advised |
To be advised |
|
Week 14 20/5 |
Work on Assessment | Work on assessment | Assessment 3 Due, Sunday end of day |
Week 15 27/5 |
Presentations |
Presentations |
Assessment 3 Presentations |
Week 16 3/6 |
Resubmissions |
Late Presentations |
|
Week 17 10/6 |
Resubmissions |
Learning Resources
Prescribed Texts
Class notes and tutorials. |
|
Online notes posted on Canvas |
|
Video resources on Lynda.com (see course content in Canvas shell) |
References
Other Resources
All resources will be available in Canvas.
Overview of Assessment
To be deemed competent in this course students must show evidence of the following:
Performance Evidence
Evidence of the ability to:
- analyse and evaluate a design brief including:
- check information for accuracy
- work to schedule
- work to budgetary requirements
- locate and adhere to organisation’s legal and ethical constraints
- produce persuasive copy with high impact, surpassing competitor’s promotional material.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
- discuss ethical requirements which may impact production and delivery of creative copy
- explain relevant legislation, standards and codes of practice affecting production and delivery of copy
- outline constraints to be considered during analysis, evaluation and preparation of copy
- explain organisational policies and procedures relevant to writing copy
- describe persuasive writing techniques
- explain structure of persuasive copy.
Assessment Tasks
This course is co-assessed with MKTG7929C Create Mass Print Media Advertisements.
You are required to complete all three tasks. All tasks must be successfully completed to be deemed competent in this unit.
Assessment Task 1:
1 - Create and present a portfolio of concept sketches for a print campaign
Develop 3 concepts for a print campaign as 30 initial thumbnails, 15 further thumbnails and 3 roughs. You need to explore the layouts for:
- a magazine advertisement
- a billboard
- a third format to be confirmed
2 - Create and present engaging copy to support your visuals that is suitable for the specified target audience
- Plan for persuasive copy by analysing message, target audience, use of tone and language and choice of words
Evaluate design and copy against the creative brief - Develop 10 different headings
- Develop 10 different slogans
- Develop 3 alternatives for a single paragraph of engaging body copy about the product
- Research and document information covering relevant legal, technical and ethical aspects or constraints relevant to the copy and product.
- Proofread draft
- Supply textfile of draft and of edited draft
- Create a schedule for the copywriting and ad development
- Create a budget for the copy based on copywriter rates.
- The artwork and written component need to be scanned and uploaded to Canvas as a single file (PDF).
Assessment Task 2:
Complete six quizzes based on copywriting and advertising exercises performed in class.
Assessment Task 3:
Refine the concepts from Assessment 1 including the copy in digital format for print. The advertisements need to be of a professional standard in print quality and in presentation technique.
Create original copy which sets product, service or idea apart from competition. Final selected copy needs to be included in advertisement and selected and alternative copy needs to be supplied as a text file. Ensure you use Australian standard English.
Your copy must be grammatically correct and free of spelling errors.
Write a description that explains your visual choices to achieve the final advertisement. Discuss balance, colour choices, typefaces chosen, visuals, white space, margins, visual hierarchy, focal point, headline, slogan and copy. The description should discuss how it addresses the requirements of the advertisement brief, how it is addressing the desires and language of the target audience and how it meets legal and ethical requirements.
Present your portfolio in printed as well as digital format.
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 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 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. 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 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.
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