Concept Development and Copywriting

ADV20002 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students


  • One Semester or equivalent

Contact hours

  • 36 Hours

On-campus unit delivery combines face-to-face and digital learning.

2022 teaching periods


Higher Ed. Semester 2

1 Aug 22 - 30 Oct 22

6 Dec 22

Last self enrolment:
14 Aug 22

31 Aug 22

Last withdraw without fail:
16 Sep 22

More teaching periods
Swinburne Online

Teaching Period 2

11 Jul 22 - 9 Oct 22

1 Nov 22

Last self enrolment:
24 Jul 22

5 Aug 22

Last withdraw without fail:
26 Aug 22

Aims and objectives

This unit introduces students to the fundamental skills required of advertising copywriters, in the context of the operations of an advertising creative department. It builds confidence in all writing and creative thinking skills.

Students who successfully complete this unit will be able to:
1. Adapt and apply basic writing skills to a variety of media
2. Develop concept skills and the ability to develop a diverse range of ideas
3. Critically analyse advertising concepts and writing examples
4. Apply appropriate communication and persuasion theories to advertising copywriting
5. Systematically and effectively plan advertising copy
6. Apply appropriate research methods, legal and ethical considerations to concepts and copywriting
7. Develop ideas for new media: social media, mobiles, online gaming, applications, crowd sourcing and internet.

Courses with unit

BB-MCMNBUS Bachelor of Business/Bachelor of Media and Communication
BA-ARTS3 Bachelor of Arts
BA-ARTS3PROF Bachelor of Arts (Professional)
BA-MCMN Bachelor of Media and Communication
BA-MCMPROF Bachelor of Media and Communication (Professional)