Introduction to Copywriting (2 op)

Arviointiasteikko

1-5

Sisällön jaksotus

Copywriting is the act of salesmanship in writing. During this course the student is introduced to the main concepts of copywriting as a profession and the structure of the most common types of copy, such as sales letters and newspaper ads. The student also learns the characteristics of good copy and learns to produce basic copy that sells. There are online lectures, discussions, reading and analysis of successful copy, and writing tasks during this course. The student produces one piece of copy and completes a quiz testing their knowledge on copywriting for course evaluation. Course is graded based on these assignments and completing all other assignments during the course. Completing all assignments by the final course deadline is required for passing the course.

Tavoitteet

Proficiency level: B2 The student is able to: -understand the main concepts of copywriting -analyze and comprehend the basics of successful copy that sells -write copy for sales purposes in some common formats (sales letters, adverts, product descriptions, etc.)

Aika ja paikka

Online lectures specified are held online via Zoom - 5x2 hour lectures (10h) which are also recorded. Completion of all given course assignments by deadline is expected for passing the course. Lecture attendance is not mandatory for course completion, but is highly recommended.

Oppimateriaalit

Materials found on course Moodle. Bly, Robert W. 2006. The Copywriter’s Handbook: A step-by-step Guide to Writing Copy that Sells (3rd edition) Shaw, M. 2012. Copywriting: successful writing for design, advertising and marketing. Laurence King.

Opetusmenetelmät

100% online course. There are reading materials, lectures, and assignments related to copywriting as well as discussions and analyzing existing copy. Teaching methods are specified by the teacher.

Kansainvälisyys

Online via Moodle and Zoom.

Toteutuksen valinnaiset suoritustavat

None.

Opiskelijan ajankäyttö ja kuormitus

Student workload 2x27h = 54h.

Esitietovaatimukset

The course is taught at B2 level according to the Common European Framework (CEFR).