精东传媒app

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Course specification
The current and official versions of the course specifications are available on the web at .
Please consult the web for updates that may occur during the year.

ADV2002 Advertising: Copywriting and Concept Design

Semester 2, 2020 On-campus Toowoomba
Short Description: Advrtsng:Cpywrtng&Cncpt Desgn
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Student contribution band : Band 1
ASCED code : 100700 - Communication & Media Studies
Grading basis : Graded

Staffing

Examiner:

Requisites

Pre-requisite: ADV2000

Other requisites

Students will require access to e-mail and have internet access to UConnect for this course.

Rationale

This course is a key developmental course in the advertising major. This course consolidates learning outcomes of previous courses in the advertising major and commences intensive development on the student鈥檚 own work as professional practitioners.

Synopsis

In this course students apply what they have learnt in previous courses to their own practice as they develop skills and knowledge in writing advertising copy and developing advertising conceptual designs to an industry standard.

Objectives

On successful completion of this course students should be able to:

  1. examine and address a client鈥檚 problem or brief;
  2. write in clear English effective for the purpose of advertising;
  3. design and communicate the concepts associated with the advertising proposal;
  4. produce work which meets professional ethical and legal standards of advertising practice.

Topics

Description Weighting(%)
1. Assessing the brief 20.00
2. Advertising propositions 20.00
3. Copywriting 30.00
4. Conceptual design 30.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from (unless otherwise stated). (https://omnia.usq.edu.au/textbooks/?year=2020&sem=02&subject1=ADV2002)

Please for alternative purchase options from USQ Bookshop. (https://omnia.usq.edu.au/info/contact/)

Maslen, A 2019, Persuasive Copywriting: Cut Through the Noise and Communicate with Impact, 2nd edn, Kogan Page, London.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.
Alstiel, T & Grow, J 2017, Advertising Creative: Strategy, Copy and Design, 4th edn, SAGE Publications, Los Angeles.
Belch, G & Belch M 2018, Advertising and promotion: An Integrated Marketing Communications Perspective, 11th edn, McGraw-Hill/Iriwin, New York.
Young, M 2017, Ogilvy on Advertising in the Digital Age, Goodman Books, London.

Student workload expectations

Activity Hours
Directed 精东传媒app 39.00
Private 精东传媒app 126.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 100 15 31 Jul 2020
ASSIGNMENT 2 100 20 28 Aug 2020
ASSIGNMENT 3 100 30 18 Sep 2020
ASSIGNMENT 4 100 35 23 Oct 2020

Important assessment information

  1. Attendance requirements:
    It is the students' responsibility to attend and participate appropriately in all activities scheduled for them, and to study all material provided to them or required to be accessed by them, to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative items for the course.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    There is no examination in this course, there will be no deferred or supplementary examinations.

  8. 精东传媒app Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene 精东传媒app policies and practices. These policies can be found at .

Evaluation and benchmarking

In meeting the 精东传媒app鈥檚 aims to establish quality learning and teaching for all programs, this course monitors and ensures quality assurance and improvements in at least two ways. This course:
1. conforms to the USQ Policy on Evaluation of Teaching, Courses and Programs to ensure ongoing monitoring and systematic improvement.
2. forms part of the Bachelor of Education and is benchmarked against the:

  1. internal USQ accreditation/reaccreditation processes which include (i) stringent standards in the independent accreditation of its academic programs, (ii) close integration between business and academic planning, and (iii) regular and rigorous review.
  2. Queensland College of Teachers
  3. Australian Professional Standards for Teachers (APST) of the Australian Institute for Teaching and School Leadership (AITSL).

Date printed 6 November 2020