Advertising Copywriting

Queensland University of Technology

Course Description

  • Course Name

    Advertising Copywriting

  • Host University

    Queensland University of Technology

  • Location

    Brisbane, Australia

  • Area of Study

    Advertising

  • Language Level

    Taught In English

  • Prerequisites

    AMB220 or COB308

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

    12
  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    Synopsis:
    There are two parts to any copywriting process the thinking and the writing. In the first part, students learn to solve advertising problems through an understanding of the prospect and the product and the formulation of incisive creative strategy. In the second part, creative thinking techniques are applied and advertising concepts emerge from the creative strategy. Students' thinking and writing skills are refined in weekly workshops and culminate in a group project.
    Learning Outcomes
    On completion of this unit, you should be able to:
    1. Explain the importance of creative strategy as the basis for all copywriting
    2. Articulate a creative strategy statement
    3. Use research to develop a connection between the prospect and the product and create an effective selling proposition
    4. Identify the 'big idea' through creative thinking techniques
    5. Craft powerfully written copy for all advertising channels
    6. Evaluate creative campaigns and defend good ideas
    Content
    The content begins with an understanding of creative thinking, creative strategy and the ideation process. It then moves to apply this creative thinking across the different advertising media and channels, considering the specialised writing techniques for each medium. Copytesting and concept evaluation are also included in unit content.
    Approaches to Teaching and Learning
    This unit encourages you to think and then create, by drawing upon critical thinking skills, theoretical concepts and an analytical framework to develop a strategic base for their creative work. Conceptual thinking and writing skills are practised in workshops and applied to a real client brief. Workshops are briefed weekly and undertaken during tutorial time. Their purpose is to provide practical writing experience, plus feedback for the duration of the semester. A team project at the end of semester encourages you to explore the group thinking and decision making process, and demonstrates how a collaborative approach and well-considered feedback can strengthen creative ideas.
    Assessment
    Assessment name: Project
    Description: Creative Strategy & Conceptual Piece You will demonstrate your problem solving and conceptual thinking by developing a creative strategy and a concept.
    Length or Duration: 1000 words
    Summative or Formative: Summative and Formative
    Relates to objectives: 1, 2, 3
    Weight: 20
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 6
    Assessment name: Portfolio
    Description: You will be given a number of briefs across the semester and asked to develop a creative solution. The purpose of the workshops is to provide practical writing experience, plus feedback from experienced writers.
    Length or Duration: 2000 words
    Summative or Formative: Summative and Formative
    Relates to objectives: 1, 2, 4, 5
    Weight: 50
    Internal or external: Internal
    Group or individual: Individual
    Due date: Week 12
    Assessment name: Poster Presentation
    Description: You will apply copy writing skills to a real client project and simulate the group understanding and decision making process to develop a credible creative solution. You will present your campaign in a poster session.
    Length or Duration:1500 words equivalent
    Summative or Formative: Summative
    Relates to objectives: 1, 2, 3, 4, 5, 6
    Weight: 30
    Internal or external: Internal
    Group or individual: Group
    Due date: Week 13

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.