Units

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Sample subject outline - Semester 1 2013

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

Rationale

Advertising Copywriting is an important addition to the knowledge base of all marketing communication students. It equips you with the skills to develop creative strategy and write well-grounded and well-crafted copy. For those students not interested in pursuing a career in copywriting, this unit is also vital because it provides the benchmarks to assess creative work and lend support to great creative ideas.

Aims

The aim of this unit is to demonstrate that effective creative strategy begins with research, consumer understanding and product investigation. It involves hard work, lateral thinking, strong concepts and many re-writes.

Objectives

Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:

Have knowledge and skills pertinent to a particular discipline (KS)

1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context

Be critical thinkers and effective problem solvers (CTA)

2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue

Be professional communicators in an intercultural context (PC)

3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences

Be able to work effectively in a Team Environment (TW)

4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output

Have a Social and Ethical Understanding (SEU)

5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding

Unit Objectives
On completion of this unit, you should be able to:

1 .Explain the importance of creative strategy as the basis for all copywriting
2. Articulate a creative strategy statement
3. Use research to develop a connection between the prospect and the product and create an effective selling proposition
4. Identify the 'big idea' through creative thinking techniques
5. Craft powerfully written copy for all advertising channels
6. Evaluate creative campaigns and defend good ideas

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

The content begins with an understanding of creative thinking, creative strategy and the ideation process. It then moves to apply this creative thinking across the different advertising media and channels, considering the specialised writing techniques for each medium. Copytesting and concept evaluation are also included in unit content.

Approaches to Teaching and Learning

This unit encourages you to think and then create, by drawing upon critical thinking skills, theoretical concepts and an analytical framework to develop a strategic base for their creative work. Conceptual thinking and writing skills are practised in workshops and applied to a real client brief. Workshops are briefed weekly and undertaken during tutorial time. Their purpose is to provide practical writing experience, plus feedback for the duration of the semester. A team project at the end of semester encourages you to explore the group thinking and decision making process, and demonstrates how a collaborative approach and well-considered feedback can strengthen creative ideas.

Assessment

Students will receive feedback in various forms throughout the semester which may include:

• Informal: worked examples, such as verbal feedback in class, personal consultation


• Formal: in writing, such as checklists (e.g. criteria sheets), written commentary


• Direct: to individual students, either in written form or in consultation


• Indirect: to the whole class

Assessment name: Project
Description: Creative Strategy & Conceptual Piece
You will demonstrate your problem solving and conceptual thinking by developing a creative strategy and a concept.
Length or Duration: 1000 words
Summative or Formative: Summative and Formative
Relates to objectives: Unit Objectives:1, 2, 3 and AoL: KS (1.1), CTA (2.1), PC (3.1)
Weight: 20%
Internal or external: Internal
Group or individual: Individual
Due date: Week 6


Assessment name: Portfolio
Description: You will be given a number of briefs across the semester and asked to develop a creative solution. The purpose of the workshops is to provide practical writing experience, plus feedback from experienced writers.
Length or Duration: 2000 words
Summative or Formative: Summative and Formative
Relates to objectives: Unit Objectives:1, 2, 4, 5 and AoL: KS (1.1), CTA (2.1), PC (3.1)
Weight: 50%
Internal or external: Internal
Group or individual: Individual
Due date: Week 12


Assessment name: Poster Presentation
Description: You will apply copy writing skills to a real client project and simulate the group understanding and decision making process to develop a credible creative solution. You will present your campaign in a poster session.
Length or Duration:1500 words equivalent
Summative or Formative: Summative
Relates to objectives: Unit Objectives:1, 2, 3, 4, 5, 6 and AoL: KS (1.1), CTA (2.1), PC (3.1), TW (4.1)
Weight: 30%
Internal or external: Internal
Group or individual: Group
Due date: Week 13


Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

Principal Text
Jewler J., & Drewniany, B. (2010). Creative strategy in advertising. (10th ed.). California: Wadsworth.

References
The following are useful references, including textbooks, journals and websites. Additional references can also be found at the unit's Blackboard site.
Bendinger, B. (2002). The Copy Workshop. (3rd ed.) Chicago: The Copy Workshop.
Crompton, A. (1987). The Craft of Copywriting. London: Hutchinson Business.
Felton, G. (2006). Advertising Concept and Copy. New York: WW Norton & Company.
Griffin, G. W. and Morrison, D. (2010). The creative process illustrated: How advertising's big ideas are born. HOW Books/F+W Media Inc., Cincinnati, OH
Herzburn, D. (1997). Copywriting by Design. Illinois: NTC Business Books.
Pricken, M. (2008). Creative advertising: ideas and techniques from the world's best campaigns. London: Thames & Hudson

Trade Journals
AdNews (Periodical) www.adnews.com.au
B&T (Periodical) www.bandt.com.au
Campaign
Ad Age www.adage.com
Various award annuals

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Risk assessment statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.

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: 16-Jan-2013