Concept Development and Copywriting
Duration
- One Semester or equivalent
Contact hours
- 36 Hours
On-campus unit delivery combines face-to-face and digital learning.
2022 teaching periods
Swinburne Online Teaching Period 2 |
||
---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Hawthorn Higher Ed. Semester 2 |
||
---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Prerequisites
Aims and objectives
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
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)
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
On-Campus
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Lecture Tutorial |
1 2 |
12 12 |
12 24 |
Online Contact | N/A |
|
|
Specified Learning Activities Readings
|
3 |
12 |
36 |
Unspecified Learning Activities Independent Learning |
|
| 78 |
TOTAL |
|
| 150 hours/12.5cp |
Swinburne Online
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact | N/A |
|
|
Online Contact Online Learning Activities | 3 | 12 | 36 |
Specified Learning Activities Readings |
3 |
12 |
36 |
Unspecified Learning Activities Independent Learning |
|
| 78 |
TOTAL |
|
| 150 hours/12.5cp |
Assessment
Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
Class exercises Portfolio | Individual | 30% | 1,2,3,4,5,6,7 |
Minor Assignment | Individual | 25% | 1,2,3,4 |
Major Assignment | Group | 45% | 4,5,6,7 |
General skills outcomes
• Teamwork Skills
• Analysis Skills
• Problem Solving Skills
• Communication Skills
• Ability to tackle unfamiliar problems
• Ability to work independently
Content
• • Creativity in advertising
• Concept development
• Tailoring concepts to different media
• Production and design choices
• How grammar, style and punctuation affect advertising impact
• Broadcast writing
• Writing for online audiences
• Editing and revising copy
• Writing and culture, ethics and the law
Study resources
- Reading materials.