Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term1 2024

Course Code: MKTG7931C

Course Title: Write persuasive copy

School: 525T Business & Enterprise

Campus: City Campus

Program: C5400 - Diploma of Business (Public Relations)

Course Contact: Write Persuasive Copy

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Gail Scowcroft

gail.scowcroft@rmit.edu.au

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


On successful completion of this course you will have developed and applied the skills and knowledge required to evaluate a range of innovative options and write persuasive copy.

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to:

  • Analyse and interpret creative brief
  • Evaluate creative options
  • Prepare persuasive copy.


Details of Learning Activities

A range of learning activities is planned for this course including self-paced and collaborative classroom-based activities.

The self-paced activities will be delivered through various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.

The collaborative classroom-based activities will include group discussion, group problem-solving activities and opportunities to practice your skills in a simulated/real workplace environment.

We expect you to participate and contribute in all scheduled learning activities.


Teaching Schedule

MKTG7931 Write Persuasive Copy clustered with COMM5966C Make a Presentation 

Week number 

Topic 

Assessments 

1

Introduction to the course, assessments and student resources. 

Some important concepts of presentation types and formats (written and verbal) as well as an introduction to the importance of words and copy for specific audiences 

  

2 

Presentation – Purpose, exploring audiences, desired outcomes  

Preparing a presentation (select topic for assessment 1 and begin working through the templates provided).  

Legal and regulatory issues impacted your topic and writing presentation. 

This topic will inform and direct At1

  

3 

Presentation structure – exploring different types depending on desired outcomes 

Discussing the importance of presentation planning and timing. Writing for your presentation Assessment 1 preparation

 

4 

Location, Planning for contingencies/problems, Overcoming fears 

Delivering a presentation. Reading the audience, preparing formal slides 

Facebook and Instagram Live 

Continue with preparation templates including props and visual aids 

  

5 

Exploring Facebook live 

Handling questions and other interactions with the audience 

Complete planning templates. FB live Practice 

 Ass 1  Preparation templates uploaded Sunday 23.59 

6 

In class FB presentations 

Assessment 1 Due during class 

7 

Preparing your client portfolio and preparation templates 

Writing for an online audience: SEO Website homepage and general pages 

 

 

Semester break Friday March 29-Sunday April 7  Easter

 

8 

Blogs  and EDM (email) 

Preparing your client portfolio and preparation templates 

  

9 

Social Media – general content and advertisements 

Writing for the media: Press release and pitching 

Client portfolio and preparation templates 

  

10 

Writing for a corporate audience: Annual report (sample pages only) 

 Client portfolio and preparation templates 

  

11 

Writing a speech  

Preparing your client portfolio and preparation templates 

Preparing a copy writing budget and a project activity plan 

 

12 

 Writing for consumer media – Radio 

In class paired activity – edit and review 

Preparing your client portfolio and preparation templates 

Assessment 2 component to be uploaded

13 

Writing for Electronic media: Television/Video assets

 

  

14 

Bringing it all together 

Portfolio final preparation and pitch preparation 

AT 2 portfolio of work, prep templates & copy edits, budget and project activity due  

15 

Assessment 3 Presentation/pitch role play 

AT3 presenting /pitching your work in class

Presentation documents due day prior to presentation in week 15

AT3 statement of feedback due Sunday week 15

16  

Re-submission notification one on one meetings

 

17 

Week 17: Resubmits if required 

  


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in Canvas.


Overview of Assessment

Assessment Methods

 A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess your writing:

  • Project management
  • Written reports supported by practical assignments or tasks for individual assessment
  • Observation of workplace practice supported by personal interviews
  • Practical display with personal interview, presentations or documentation
  • Case studies.

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.

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 Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the communication – writing field of work and include access to:

  • organisational policies and procedures relating to process of copywriting
  • relevant legislation, standards and codes of practice
  • equipment and resources for advanced copywriting and design.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards received and use this information to improve your learning outcomes and final performance in the course are being met.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions.

You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed.

Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

Assessment Task 1: Presentation - Facebook Live

Due: Assessment preparation due Sunday week 5. Presentations in week 6

Summary and Purpose of Assessment

  • This assessment is designed to demonstrate your ability to:
    prepare and deliver presentations related to occupation or area of interest which demonstrates the use of:
  • effective presentation strategies and communication principles
  • aids and materials to support the presentation
  • select and implement methods to review the effectiveness of your own presentation and document any
    changes which would improve future presentations.

This project task is one of three required of you to complete satisfactorily to be deemed competent for this unit

Assessment Instructions


What: This assessment will be produced in presentation format using Facebook Live. A brief report is also required which summarises recommendations for improvements to other students’ presentations which they can incorporate into future presentation work.

You are also required to listen/like/comment in other participants Facebook Live presentations.

 

Assessment Task 2: Client case study 

Due: This assessment is due week 14 

Summary and Purpose of Assessment


This assessment evaluates your ability to determine the requirements and creative options in addressing the copy challenges you are presented within a case study scenario. Each student will prepare a response to the case study brief but will be pitching against the other 2 group members for the business. The presentations, assessment 3 will be held in week 15. The teacher will act as PR Director and will announce the winners in each company category at the end of the pitch presentations. You will need to demonstrate an understanding of the details of the brief, create a core concept and demonstrate your understanding of the differences in copy requirements across a range of mediums including formal business reports and pitch emails, social media content, television and radio campaigns and how to prepare and present this copy in the most convincing way. This assessment is the creation of the copy for an integrated product launch or rebrand (determined by the details of
the brief). Each case study will require students to develop a themed copy that fits into all of the following categories.

  • Writing for an online audience
  • Writing for the media
  • Writing for a corporate audience
  • Writing for consumer media

You will be required to:


1. Review and interpret the client case study and brief presented during class

2. Determine and articulate the intended audience for the copy being prepared
a) included the above information in the preparation templates provided with the assessment documentation
3. Determine the key theme of the copy
a) articulate the key or central theme
b) articulate any supporting themes
c) included the above information in the preparation templates provided with the assessment documentation

Assessment Task 3: Major Client Presentation: Role Play scenario

Due: This assessment is due week 15 

Summary and Purpose of Assessment
This assessment is designed to demonstrate your ability to:

prepare and deliver presentations related to occupation or area of interest which demonstrates:

  • incorporation of relevant feedback into the design and presentation of a topic (derived from students and teacher in assessment 1)
  • effective presentation strategies and communication principles
  • aids and materials to support the presentation

This project task is three of three required of you to complete satisfactorily to be deemed competent for this unit

Assessment Instructions

What: This assessment will be conducted individually and students  will pitch against each other and
present their copywriting concepts to the chairman of the company that has been selected. The presentation format
will be either PowerPoint, Canva or some other presentation software relevant to a business audience.
Using the copy concepts and portfolio developed for Assessment 2, students are to assume the role of creative
copywriting agency /employee who has developed a campaign concept reliant upon approval and funds from their
Manager and Board of Directors to implement.

 


Assessment Matrix

The assessment matrix that maps all the assessments is available on CANVAS.   Submission Requirements  

You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as an ELP or special consideration will mean a result of Did Not Submit (DNS) 
  • 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 a 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.   Re-submissions   Successful re-submissions will contribute a CA only (Competency Achieved) 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):    Feedback on your assignment and results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:   SatisfactoryNot SatisfactoryDNS Did Not Submit   There are three(3) assessments om thins course. Students must be deemed Satisfactory in all assessments to be Competent in this course.    Course grades will be given as:   CA (Competency Achieved)NYC (Not Yet Competent)DNS (Did Not Submit)  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 of your progress and how well you are performing.   Further information regarding the application of the grading criteria will be provided by your teacher

 

Course Overview: Access Course Overview