Course: Copywriting credits: 5
- Course code
- ICVB20TLS3
- Name
- Copywriting
- Study year
- 2023-2024
- ECTS credits
- 5
- Language
- English
- Coordinator
- L.T. Stoica
- Modes of delivery
-
- Practical / Training
- Assessments
-
- Copywriting - Other assessment
Learning outcomes
7. Account for the application of channels and (digital) tools in order to deliver communication suitable for the target group.
8. Create relevant content and/or a prototype of a professional product, and substantiate the way that it is/they are tailored to the organisation's goals.
Competence 5. Persuasion & commitment, PLOs 10 and 11 at level 3 – Junior professionals:
10. Advise on the organisation's communication, taking into account the organisation's goals and communication strategy in a complex context.
11. Communicate orally and in writing in a correct, target group-oriented, business-like and convincing manner, and are able to explain their points of view in both internal and external communication.
Content
Writing good copy (i.e. good text) is the cornerstone of stakeholder engagement. Be it text on a website, lines in a commercial, or slogans on a poster, copy is where the first interaction between organisations and target audiences takes place. This course is focused on writing copy from offline media content (e.g. flyers, posters) to the digital environment (e.g. landing pages, blogs, vlogs, tweets), to storylines and voice-overs for commercials and jingles. Various stages of creating copy, from lack of inspiration and the threat of the blank page, to polishing the writing style of a communication product are tackled.
Students explore and practise different (creative) writing techniques aimed at producing copy linked to the writing style of the brand. Additionally, students critique existing copy and advise chosen brands on improvements to their communication. All is delivered in a portfolio.
Included in programme(s)
School(s)
- School of Communication, Media & IT