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Copywriting and Creative Execution (9491.2)

Level: Level 1 - Undergraduate Introductory Unit
Credit Points: 3
HECS Bands:

Band 1 2013-2020 (Expires 31 Dec 2020) Band 2 2021 (Commenced Before 1 Jan 2021) Band 4 2021 (Commenced After 1 Jan 2021)

Faculty: Faculty of Arts and Design
Discipline: Discipline of Communication and Media



    Unit Outlines

    To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

    • Semester 2, 2018, ON-CAMPUS, BRUCE (178692) - View
    • Winter Term, 2018, ON-CAMPUS, BRUCE (177685) - View
    • Semester 2, 2017, ON-CAMPUS, BRUCE (165120) - View
    • Winter Term, 2017, ON-CAMPUS, BRUCE (164853) - View
    • Semester 2, 2016, ON-CAMPUS, BRUCE (162457) - View
    • UC College Trimester 2, 2016, ON-CAMPUS, UCC-BRUCE (163043) - View
    • Winter Term, 2016, ON-CAMPUS, BRUCE (162456) - View
    • Semester 2, 2015, ON-CAMPUS, BRUCE (139652) - View
    • Winter Term, 2015, ON-CAMPUS, BRUCE (141036) - View

    If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.


    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:

    1. Have acquired 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; and

    4. Understand the writer?s legal, social, ethical and professional responsibilities.

    Assessment Items

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    Contact Hours

    3 hours per week.





    Assumed Knowledge


    Incompatible Units

    Restrictions: This unit is not open to students who have passed 6812 Copywriting OR 9119 Copywriting and Creative Execution.

    Equivalent Units

    6812 Copywriting AND 9119 Copywriting and Creative Execution.

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