Concept Development and Copywriting - 2017

Unit summary

ADV20002

  • Level of Study: Undergraduate Level 2
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2016: SP2
  • Availability for 2017: SP2
  • Assessment: Assignment 1 - Client brief (20%-25%) , Assignment 2 - Major assignment (45%-50%) - Learn more

Unit provided by

or
2017 Fees
AUD$
Domestic 2,893.00
HECS 1,324.00
International 3,143.00

Concept Development and Copy writing 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.

Please note: assessment values are indicative only, details will be advised at the start of the unit.

At the completion of this unit students will be able to demonstrate: 
  1. Strengthened basic writing skills and the ability to adapt and apply them to advertising copy
  2. Strengthened concept development skills and the ability to develop a diverse range of ideas
  3. Critical thinking developed via analysis of advertising concepts and writing examples
  4. Competence in applying appropriate communication and persuasion theories to advertising copywriting
  5. Ability to systematically and effectively plan advertising copy
  6. Skills in applying appropriate research methods, legal and ethical considerations to concepts and copywriting
  7. Awareness of how to write for different media: Radio, Television, Print, Online
  8. Ability to develop ideas for new media: social media, facebook, mobiles, online gaming, applications, crowd sourcing and internet.
  • Assignment 1 — Client brief (20%-25%)
  • Assignment 2 — Major assignment (45%-50%)
  • Tutorial topics — Tutorial exercises (25%-30%)

Equivalent units

You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:

  • ADV201 — Concept Development and Copywriting

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

Mandatory co-requisites

You must either have successfully completed the following unit(s) before starting this unit, or currently be enrolled in the following unit(s); or enrol in the following unit(s) to study at the same time or prior to this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

If you enrol in a mandatory co-requisite unit & fail, you risk being withdrawn from the higher level unit & penalties apply: http://www.swinburne.edu.au/open-universities-australia/courses-and-units/

  • Broadband access

This unit addresses the following topics.

NumberTopic
1Creativity in advertising
2Concept development
3Tailoring concepts to different media
4Production & design choices
5How grammar, style and punctuation affect advertising impact
6Broadcast writing
7Writing for online audiences
8Editing and revising copy
9Writing and culture, ethics and the law

This unit is delivered using the following methods and materials:

Instructional Methods

  • Discussion Forum/Discussion Board
  • Embedded Multimedia
  • Online assignment submission
  • Podcasting/Lecture capture
  • Web links

Print based materials

  • Welcome Letter

Online materials

  • Printable format materials

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the The Co-op website and enter the unit details to search for available textbooks.

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