Units

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Sample subject outline - Semester 1 2012

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

In a rapidly changing mediasphere, writing marketing material for creative projects involves specialist skillsets and considerations. Emergent media platforms such as social media provide unique challenges and opportunities for advertising professionals and creative practitioners to engage in marketing their own creative works and to connect with audiences. Developing knowledge and practical writing skills to better market creative projects and concepts from research to implementation across a variety of contemporary media is essential in today's advertising and creative writing industries.

Aims

This unit aims to provide you with an introduction to the principles of writing copy for creative projects, across a range of media including paratextual or hypertextual marketing material for authors and novelists, or for the advertising industry. The unit audits traditional print approaches to promoting creative work, and maps how these aproaches are influenced and informed by new digital media and distribution platforms such as social network methods. The focus is on understanding contemporary industry practices and new media marketing, together with developing practical skills and strategies for intiatives in both print and new media.

Objectives

On completion of this unit, you should be able to:
1. Apply the principles underpinning skilful and engaging advertising practices for creative projects in print and new media environments
2. Identify and evaluate problems and opportunities for creative advertising and creative writing practitioners within an emerging set of practices and technologies. new media marketing
3. Develop strong and engaging marketing/advertising copy for creative projects to be dessiminated across a variety of platforms.

Content

This unit content addresses the various stages involved in the conception, planning and implementation of marketing materials for creative projects in print and new media environments. Areas covered include: a history of book marketing, strategies for generating headlines, synopses and marketing copy, strategies for identifying and adapting marketing approaches and materials accordingly, developing research skills, new media marketing strategies, and transmedia aproaches to marketing.

Approaches to Teaching and Learning

KWP401 will be taught via on-campus lecture and tutorial modes.

The unit will focus primarily on the principles involved in writing media copy for print and new media.

Lectures will often be accompanied by situated examples and practical exercises.

Interaction with staff and other students is most important for the generation of ideas and constructive criticism and attendance at both lectures and tutorials when they are scheduled is essential.

Tutorials will provide a platform for focused and detailed examination of specific issues as well as workshops designed to aid in the planning and writing process.

Assessment

LATE ASSIGNMENTS
An assignment submitted after the due date without an approved extension will not be marked. If you are unable to complete your assignment on time, you should submit on time whatever work you have done.

Faculty Assessment Information
To access the Creative Industries Faculty Assessment Information see the Blackboard site for this unit.You will receive formative feedback during tutorial exercises and discussions. You will receive summative and formative feedback on individual assignments.

Assessment name: Report
Description: 1000-1500 words and a short class presentation. You are required to analyse a contemporary example of current or new media marketing/advertising and consider the materials and methods used to promote a published digital, online or hardcopy work. This will require contextualisation of the work and an evaluation of the methods of approach and copy used in its promotion.
The assessment will be discussed in class.
Relates to objectives: 2
Weight: 40%
Internal or external: Internal
Group or individual: Group with Individual Component
Due date: Mid - Late Semester

Assessment name: Creative Work
Description: 2000-3000 words or equivalent. You will choose a written work or collection of works such as a novel or series of texts to design and develop appropriate and innovative marketing materials or advertising copy to promote the work(s) in a professional industry-standard setting. This may include online and orthodox publishing marketing channels and can be in a form you choose such as print copy, digital copy to support a website/book trailer, or a portfolio of advertising copy suitable for different platforms and markets. A selection of examples suitable for creative writing and advertising students in particular will be provided.
Relates to objectives: 1 & 3
Weight: 60%
Internal or external: Internal
Group or individual: Individual
Due date: End of Semester

Academic Honesty

Academic honesty means that you are expected to exhibit honesty and act responsibly when undertaking assessment. Any action or practice on your part which would defeat the purposes of assessment is regarded as academic dishonesty. The penalties for academic dishonesty are provided in the Student Rules. For more information you should consult the QUT Library resources for avoiding plagiarism.

Resource materials

RECOMMENDED READING

Recommended readings will be given weekly through Blackboard and in-class readings.

Risk assessment statement

There are no out of the ordinary risks associated with this unit.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 01-Dec-2011