Course Title: Write persuasive copy

Part B: Course Detail

Teaching Period: Term1 2024

Course Code: MKTG6118C

Course Title: Write persuasive copy

Important Information:

Please note that this course may have compulsory in-person attendance requirements for some teaching activities. 

To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption. 

Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209. 

Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus 


Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance. 

School: 525T Business & Enterprise

Campus: City Campus

Program: C5404 - Diploma of Marketing and Communication

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

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


Name and Contact Details of All Other Relevant Staff

Anna Osherov

anna.osherov@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.

The unit 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:

BSBMKG555 Write persuasive copy

Element:

1. Establish content purpose

Performance Criteria:

1.1 Identify objectives, timelines and budget according to creative brief

1.2 Assess and select writing techniques accor

Element:

2. Prepare content

Performance Criteria:

2.1 Evaluate design and copy options according to creative brief

2.2 Select option/s for communicating required information and images within time and budgetary requirements

2.3 Develop persuasive content according to creative brief

Element:

3. Finalise content

Performance Criteria:

3.1 Consult with relevant stakeholders for feedback

3.2 Evaluate feedback and produce final persuasive content

3.3 Seek approval for persuasive content from relevant personnel prior to release

Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to interpret a creative brief and evaluate a range of innovative options to write persuasive copy. 


Details of Learning Activities

This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.


Teaching Schedule

Week number 

Week beginning 

Topic 

Assessments 

1

12th Feb

Introduction to the course, assessments and student resources. 

  • Introduction
  • Objectives
  • Positioning

  

2 

19th Feb

Copywriting Elements and Target Market

  • 3 + 1 Important elements of Good Copywriting
  • Target Market
  • Work on Assessment

  

3 

26th Feb

Project Planning & Budget

  • Budget
  • Production Schedule
  • Work on Assessment

 

4 

4th Mar

Policies, Procedures, Legislation and Code Of Conduct

  • Policy and Procedures
  • Legislation
  • Disclaimers / Code of Conduct
  • Work on Assessment

  

5 

11th Mar

Copywriting Elements & Writing Techniques

  • Copywriting Elements
  • 5 Writing Styles for Engaging Copy
  • 7 Steps to Writing a Copy That Sells
  • Work on Assessment 1

  

6 

18th Mar

Blogs and e-Newsletters

  • Blogs | e-Newsletters

 

7 

25th Mar

Assessment 1

 

Assessment 1 Due 

Uploaded onto Canvas by 23:59 

  

8 

8th Apr

Writing A Speech

  • Speeches
  • Work on Assessment 2

  

Mid-semester break (Friday to Friday, includes Easter)

9 

 

15th Apr

 

Writing Video Scripts

  • Video Scripts
  • Work on Assessment 2

  

10 

22nd Apr

 Assessment 2

  

Assessment 2 Due 

Uploaded onto Canvas by 23:59 

11 

29th Apr

Headlines, Grammar, Copywriting tricks

  • Headlines
  • Grammar
  • Copywriting tricks

 

12 

6th May

Integrated Marketing Campaigns

 

13 

13th May

Assessment 3 Part A: Feedback on Digital copy & Audio Draft Copy

 

  

14 

20th May

Assessment 3

 

15 

27th May

Feedback and re-submission notification and communications 

Assessment 3 Due 

Uploaded onto Canvas by 23:59 

16  

3rd Jun

re-submission notification and communications 

 

17 

10th Jun

Week 17: Resubmits if required 

  


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in Canvas.


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

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 are being met.


Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:

  • write at least two persuasive contents in each of the following formats:
  • digital
  • audio.


Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:

  • key features of creative briefs including:
  • communication purpose and objective
  • positioning strategy
  • customer profile and positioning
  • key messages
  • communication tool
  • call to action
  • budget
  • timeframe
  • persuasive content requirements including:
  • positioning
  • key messages
  • call to action
  • formatting requirements for content including:
  • language
  • writing style
  • level of detail
  • legislation, standards and codes of practice affecting production and delivery of copy
  • constraints to be considered during analysis, evaluation and preparation of copy
  • organisational policies and procedures relevant to writing copy


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 1 - Plan and Prepare for Creative Brief

This assessment evaluates a student’s ability to interpret a creative brief, plan and budget the project and prepare persuasive content and formatting requirements for a persuasive digital and audio copy.  

It is common for a business to have one campaign. This campaign would have one message disseminated across all selected platforms to reach the target audience. 

You will be provided with a creative campaign brief relating to a business that requires your expert knowledge to implement.  The campaign brief will contain all the content needed to complete this assessment task to assist with your copywriting, but it is expected that you will undertake further research of the business to complete the task.   

You will need to identify the key features of the creative campaign brief, including budget and timelines and then complete the satisfactory production of two digital and two audio pieces of copy.

 

Assessment 2 - Write Digital & Audio Copy (Draft)

This assessment evaluates your ability to create original digital and audio copy that addresses the requirements of a marketing and communications creative brief. 

Utilising the appropriate communication tools from Assessment Task 1, you are to prepare and produce two draft pieces of digital copy and two draft pieces of audio copy, to be reviewed for Assessment Task 3. 

The two DRAFT digital items in this assessment are: 

  • Blog article (of no less than 700 words) 
  • E-newsletter (of no less than 500 words) 

The two DRAFT audio items in this assessment are: 

  • A script for an online video (informational or how-to): must be between 120 – 180 seconds long that can be used across all types of social media (YouTube, Facebook, Instagram, LinkedIn etc.) 
  • Writing a corporate communication speech for an in-person event (e.g. start of a promotional event, in-person press conference, or internal to your organisation): must be between 120 -180 seconds long. 

 

Assessment 3 - Write Digital and Audio Copy (Final)

This assessment evaluates your ability to create a final digital and audio copy from stakeholder feedback based on the requirements of a marketing and communications creative brief. 

Utilising the draft brief you created in Assessment Task 2, and the feedback you received from your instructor, you are now ready to receive further feedback from stakeholders and then produce a final copy, ready for publication.  

The two FINAL digital items in this assessment are: 

  • Blog article (of no less than 700 words) 
  • E-newsletter (of no less than 500 words) 

The two FINAL audio items in this assessment are: 

  • A script for an online video (informational or how-to): must be between 120 – 180 seconds long that can be used across all types of social media (YouTube, Facebook, Instagram, LinkedIn etc..) 
  • Writing a corporate communication speech for an in-person event (e.g. start of a promotional event, in-person press conference, or internal to your organisation): must be between 120 -180 seconds long. 

 

This assessment task contains two parts: 

Part A: Feedback on Digital copy & Audio Draft Copy 

Part B: Write Digital and Audio Copy (FINAL Draft) 


Assessment Matrix

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

Other Information

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.


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.

 

 

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 your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:

Satisfactory

Not Satisfactory

DNS (Did not Submit)

There are 3 assessments for this course, students must be deemed satisfactory i n all 3 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 about 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