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ADV2002 Advertising: Copywriting and Concept Design

Semester 2, 2022 Online
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Humanities & Communication
Grading basis : Graded
Course fee schedule : /current-students/administration/fees/fee-schedules

Staffing

Examiner:

Overview

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.

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.

Course learning outcomes

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

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

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Approach Type Description Group
Assessment
Weighting (%) Course learning outcomes
Assignments Written Planning document No 15 1,2,3,4
Assignments Practical Practical 1 No 20 1,2,3,4
Assignments Practical Practical 2 No 30 1,2,3,4
Assignments Creative Portfolio No 35 1,2,3,4
Date printed 10 February 2023