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Copywriting and Creative Execution (9119.2)

Level: Undergraduate First Year Level
Credit Points: 3
HECS Bands: 2, 3
Faculty: Faculty of Arts and Design
Discipline: Discipline of Communication

Availability

    Syllabus

    This unit will focus on the overall creative development process. Concentration is on idea generation and concept development with a focus on art direction (encompassing visual communication elements and artistic style) and writing advertising copy for branded products, services, organizations, events and ideologies in print media, the internet (including social media), television, radio, posters and collateral material.
    Lectures and workshops will cover the psychological appeals, creative thinking, selling strategies, and the importance of content, structure, creativity, style and context.

    Learning Outcomes

    On completion of this unit students will be able to:

    1. demonstrate the knowledge and skills to write effective advertising copy for any medium;

    2. know how to think creatively, critically and visually, to conduct copy research, and to evaluate their own writing and the writing of others;

    3. understand how to adapt content and style to suit different applications and media;

    4. understand the writer's legal, social, ethical and professional responsibilities.

    Contact Hours

    3 hours per week

    Prerequisites

    None.

    Corequisites

    None.

    Assumed Knowledge

    NONE

    Incompatible Units

    Restrictions: This unit is not open to students who have passed 6812 Copywriting

    Equivalent Units

    6812 Copywriting



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