Copywriting and Creative Execution (9491.2)
|Available teaching periods||Delivery mode||Location|
|View teaching periods|
|0.125||3||Faculty Of Arts And Design|
|Discipline||Study level||HECS Bands|
|Discipline Of Communication And Media||Level 1 - Undergraduate Introductory Unit|| Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
Learning outcomesOn 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 attributes1. 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
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.
Incompatible unitsRestrictions: This unit is not open to students who have passed 6812 Copywriting OR 9119 Copywriting and Creative Execution.
Equivalent units6812 Copywriting AND 9119 Copywriting and Creative Execution.
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(1) Barry, P, The Advertising Concept Book, 3rd Edition; Thames & Hudson, London (2016)
Available from the UC COOP Bookshop.
(2) (OPTIONAL) Strunk W & White E B, The Elements of Style, 1999, Longman, UK. (COOP Bookshop).
This is a simple and valuable guide to English grammar.
(3) Creative SWAT* Manual: Available weekly (free) on unit Moodle site following tutorials.
*SWAT: Special Weapons And Tactics
Submission of assessment items
Extensions & Late submissions
As this is a creative unit that involves the use of A3 Creative Work Sheets and optional A3 layouts and story boards, these materials need to be presented and submitted in tutorials.
Typed advertising copy, content, scenarios and strategies should also be submitted in tutorials.
Special assessment requirements
Extensions will only be given for a valid reason, such as serious illness, and approval must be obtained from the unit convener before the submission deadline
As a general rule, failed assignments may not be resubmitted. However, students who are taking Copywriting and Creative Execution 9491 in their final semester of study, and who fail the unit with a final mark between 45-49% may be offered supplementary assessment after consultation with the unit convener.
Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.
To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.
Use of Text-Matching Software
The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.
Participation in tutorials forms part of your assessment which is essential for achieving learning outcomes of this unit and is, therefore, compulsory.
Required IT skills
Students are expected to be able to access materials on the unit's Canvas site, and possess basic word processing abilities in order to type and design tutorial submissions.
Work placement, internships or practicums
Copywriting & Creative Execution 9491 supports Work Integrated Learning principles.
The unit has a strong focus on practice-led learning and effort will be made to replicate professional practices, settings and work output.
- Semester 2, 2018, On-Campus, UC - Canberra, Bruce (178692)
- Winter Term, 2018, On-Campus, UC - Canberra, Bruce (177685)
- Semester 2, 2017, On-Campus, UC - Canberra, Bruce (165120)
- Winter Term, 2017, On-Campus, UC - Canberra, Bruce (164853)
- Semester 2, 2016, On-Campus, UC - Canberra, Bruce (162457)
- UC College Trimester 2, 2016, On-Campus, UC - University of Canberra College, Bruce (163043)
- Winter Term, 2016, On-Campus, UC - Canberra, Bruce (162456)