Study Guide

Learning outcomes

The student is able to:
• Write practical copy based on a professional brief
• Apply copywriting practices learned previously
• Produce a coherent and professional looking copywriter’s portfolio

Implementation and methods of teaching

This is a continuation course to Introduction to Copywriting. To participate, student must first pass this preceding course. Lessons are held on Zoom/on campus (campus meetings on request) to give feedback on the copy that students have completed so far and for instructions. Feedback for each assignment is given by teacher and by peer groups.

Instructions are given in both written format and during appointed Zoom meetings.

Timing and attendance

The course is held online with mandatory participation for Zoom meetings to discuss and give feedback on produced copy. If students are unable to come to scheduled Zoom meetings, they must hold separate feedback sessions and report to the teacher on their activities during these sessions. Full course syllabus is available on Moodle.

Learning material and recommended literature

Materials and instructions are found on course Moodle.

Learning environment

Moodle and Zoom/campus meetings.

Student time use and work load

2x27h = 54h

Contents

The goal of the course is to practice copywriting in different forms by writing actual copy on the basis of realistic briefs given by the teacher. The student writers a total of 3 pieces of copy that are developed during the course. These are then compiled into a complete copywriter’s portfolio that is given to the teacher for final evaluation after initial feedback from teacher and working student groups.

Learning methods include individual writing and research, peer feedback based on working in groups to develop the copy, and studying existing copy. Furthermore, students will learn to apply modern AI tools in copywriting and their pros and cons.

Additional information for students: previous knowledge etc.

Student must have completed the course 'Introduction to Copywriting' before taking this course.

Assessment criteria

Course evaluation is based on the final copywriter's portfolio. Each assignment in the portfolio is graded separately.

Assessment scale

1-5

Failed (0)

Student has not achieved the basic requirements of writing copy in appropriate manner to brief requirements.

Assessment criteria: level 1 (assessment scale 1–5)

Student is able to write readable copy that is somewhat or partially appropriate in tone to the situation. Student writes copy that shows limited or poor understanding of the fundamentals of copywriting. Written copy does not fulfill brief requirements satisfactorily.

The final portfolio is not coherent or effective in communicating to the reader what the student has written and how.

Assessment criteria: level 3 (assessment scale 1–5)

Student is able to write good copy that is mostly appropriate in tone to the situation and follows brief requirements. Student writes copy that shows good understanding of the fundamentals of copywriting. Written copy mostly or completely fulfills brief requirements and the style of writing shows some creativity.

The final portfolio is coherent and effective in communicating to the reader what the student has written and how.

Assessment criteria: level 5 (assessment scale 1–5)

Student is able to write fluent copy that is appropriate in tone to the situation and follows brief requirements. Student writes copy that shows excellent understanding of the fundamentals of copywriting. Written copy fulfills brief requirements perfectly and the style of writing shows plenty of creativity.

The final portfolio is a clear, coherent, and exemplary in communicating to the reader what the student has written and how.