Copywriting and Creative Execution (9491.2)

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.

Graduate attributes

1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - communicate effectively
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
1. UC graduates are professional - take pride in their professional and personal integrity
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives

Skills development

This is a creative unit Copywriting & Creative Execution concentrates on the application of learned theory, knowledge, skills and techniques in a series of practical assignments to create content, copy and visuals for six branded products, using Digital,Traditional and Social Media platforms. Lectures and workshops will cover psychological appeals, creative, critical and analytical thinking, engagement and selling strategies, and the importance of content, structure, creativity, style and context.

Prerequisites

None

Corequisites

None.

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.

Assumed knowledge

NONE