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Online unit

Concept Development and Copywriting

Overview of the unit

Unit Code: ADV20002
Unit Title: Concept Development and Copywriting

Aims

This unit is designed to introduce students to the fundamental skills required of advertising copywriters, in the context of the operations of an advertising creative department. It also aims to help build confidence in all writing and creative thinking skills.

Learning outcomes

On successful completion of the course, students should demonstrate:

  • Strengthened basic writing skills and the ability to adapt and apply them to advertising copy
  • Strengthened concept development skills and the ability to develop a diverse range of ideas.
  • Critical thinking developed via analysis of advertising concepts and writing examples
  • Competence in applying appropriate communication and persuasion theories to advertising copywriting
  • Ability to systematically and effectively plan advertising copy
  • Skills in applying appropriate research methods, legal and ethical considerations to concepts and copywriting
  • Awareness of how to write for different media: Radio, Television, Print, Online.
  • Ability to develop ideas for new media: social media, Facebook, mobiles, online gaming, applications, crowd sourcing and internet.

This unit is found in Bachelor of Media and Communication with a Major in Advertising.