Subject details

Students who successfully complete this subject will be able to: 

  1. Adapt and apply basic writing skills to variety of media
  2. Develop concept skills and the ability to develop a diverse range of ideas
  3. Critical analyse advertising concepts and writing examples
  4. Apply appropriate communication and persuasion theories to advertising copywriting
  5. Systematically and effectively plan advertising copy
  6. Apply appropriate research methods, legal and ethical considerations to concepts and copywriting
  7. Develop ideas for new media: social media, mobiles, online gaming, applications, crowd sourcing and internet.
  • Topics

    • Creativity in advertising
    • Concept development
    • Tailoring concepts to different media
    • Production & design choices
    • How grammar, style and punctuation affect advertising impact
    • Broadcast writing
    • Writing for online audiences
    • Editing and revising copy
    • Writing and culture, ethics and the law
  • Study resources

    • Instructional Methods

      • Discussion forum/Discussion Board
      • Embedded Multimedia
      • Online assignment submission
      • Podcasting/Lecture capture
      • Web links
    • Print Materials

      • Welcome letter
    • Online Materials

      • Printable format materials

Entry Requirements

Equivalent Subjects

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

  • SWI-ADV201

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

SWI-ADV10001, or SWI-ADV100

Special requirements

No special requirements

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 subject.

  • Assignment 1 — Minor (25%)
  • Assignment 2 — Major (45%)
  • Portfolio — Class exercises (30%)

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a subject.

View textbooks

Related degrees

undergraduate SWI-BUS-DEG-2018

Bachelor of Business

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  • Bachelor of Business Core Subjects
  • Major in Advertising (this Major is currently in teach-out)
  • Major in Economics
  • Major in Finance
  • Major in Information Systems
  • Major in Marketing
  • Co-Major in Advertising (this Co-Major is currently in teach-out)
  • Co-Major in Economics (for Finance students)
  • Co-Major in Economics (not for Finance students)
  • Co-Major in Finance (cannot be taken with the Finance or Economics Major)
  • Co-Major in Finance (for Economics students)
  • Co-Major in Information Systems
  • Co-Major in Marketing (cannot be taken with the Marketing Major)