Introduction to CopywritingLaajuus (2 cr)
Code: KE00CQ38
Credits
2 op
Teaching language
- English
Responsible person
- Vesa Koskela
Objective
Proficiency level: B2
The student is able to:
-understand the main concepts of copywriting
-analyze and comprehend the basics of successful copy that sells
-write copy for sales purposes in some common formats (sales letters, adverts, product descriptions, etc.)
Enrollment
20.11.2024 - 03.01.2025
Timing
07.01.2025 - 20.04.2025
Number of ECTS credits allocated
2 op
Mode of delivery
Contact teaching
Unit
Kielikeskus (LAB)
Campus
E-campus
Teaching languages
- English
Degree programmes
- Language studies LAB
- Language studies LUT
Teachers
- LAB_virtuaaliopettaja_englanti_02 Virtuaaliopettaja (LAB)
Groups
-
KKIE24LUTH
-
KKIE24LABH
Learning outcomes
Proficiency level: B2
The student is able to:
-understand the main concepts of copywriting
-analyze and comprehend the basics of successful copy that sells
-write copy for sales purposes in some common formats (sales letters, adverts, product descriptions, etc.)
Assessment scale
1-5
Enrollment
06.05.2024 - 30.08.2024
Timing
02.09.2024 - 20.10.2024
Number of ECTS credits allocated
2 op
Mode of delivery
Contact teaching
Unit
Kielikeskus (LAB)
Campus
E-campus
Teaching languages
- English
Seats
10 - 40
Degree programmes
- Language studies LAB
- Language studies LUT
Teachers
- Vesa Koskela
Scheduling groups
- Verkkoluento (Size: 0. Open UAS: 0.)
Groups
-
KKIE24LUTH
-
KKIE24LABH
Small groups
- Online lecture
Learning outcomes
Proficiency level: B2
The student is able to:
-understand the main concepts of copywriting
-analyze and comprehend the basics of successful copy that sells
-write copy for sales purposes in some common formats (sales letters, adverts, product descriptions, etc.)
Implementation and methods of teaching
100% online course. There are reading materials, lectures, and assignments related to copywriting as well as discussions and analyzing existing copy. Teaching methods are specified by the teacher.
Timing and attendance
Online lectures specified are held online via Zoom - 5x2 hour lectures (10h) which are also recorded. Completion of all given course assignments by deadline is expected for passing the course. Lecture attendance is not mandatory for course completion, but is highly recommended.
Learning material and recommended literature
Materials found on course Moodle.
Bly, Robert W. 2006. The Copywriter’s Handbook: A step-by-step Guide to Writing Copy that Sells (3rd edition)
Shaw, M. 2012. Copywriting: successful writing for design, advertising and marketing. Laurence King.
Alternative completion methods
None.
Learning environment
Online via Moodle and Zoom.
Student time use and work load
Student workload 2x27h = 54h.
Contents
Copywriting is the act of salesmanship in writing. During this course the student is introduced to the main concepts of copywriting as a profession and the structure of the most common types of copy, such as sales letters and newspaper ads. The student also learns the characteristics of good copy and learns to produce basic copy that sells. There are online lectures, discussions, reading and analysis of successful copy, and writing tasks during this course.
The student produces one piece of copy and completes a quiz testing their knowledge on copywriting for course evaluation. Course is graded based on these assignments and course attendance. Completing these assignments by the final course deadline is required for passing the course.
Additional information for students: previous knowledge etc.
The course is taught at B2 level according to the Common European Framework (CEFR).
This course is open for all interested students.
Assessment criteria
The course is evaluated on a scale of 0-5 based on the course quiz and final copy assignment.
Assessment scale
1-5
Assessment criteria: level 1 (assessment scale 1–5)
The student is only able to produce basic copy. Produced copy demonstrates limited understanding of copywriting in practice and has not yet reached a sufficient standard. The student writes in basic English using simple style with several linguistic errors present and has understood some of the course contents.
Assessment criteria: level 3 (assessment scale 1–5)
The student can produce functional and appealing copy. Produced copy demonstrates good understanding of copywriting in practice and has reached an adequate standard for basic sales purposes. The student writes in good English with some linguistic errors present using appropriate style and has understood the majority of course contents.
Assessment criteria: level 5 (assessment scale 1–5)
The student can produce unique, varied, and creative copy. Produced copy demonstrates excellent understanding of copywriting in practice and has reached a near-professional standard. The student writes in excellent English that is easy to read and engages the reader. Appropriate style is used in writing copy and the student has completely understood the course contents.
Enrollment
18.03.2024 - 14.04.2024
Timing
02.05.2024 - 09.06.2024
Number of ECTS credits allocated
2 op
Virtual portion
2 op
Mode of delivery
Distance learning
Unit
Kielikeskus (LAB)
Campus
E-campus
Teaching languages
- English
Seats
15 - 35
Degree programmes
- Language studies LAB
- Language studies LUT
Teachers
- Vesa Koskela
Scheduling groups
- Verkkoluento (Size: 0. Open UAS: 0.)
Groups
-
KKIE23LABH
-
KKIE23LUTH
Small groups
- Online lecture
Learning outcomes
Proficiency level: B2
The student is able to:
-understand the main concepts of copywriting
-analyze and comprehend the basics of successful copy that sells
-write copy for sales purposes in some common formats (sales letters, adverts, product descriptions, etc.)
Implementation and methods of teaching
100% online course. There are reading materials, lectures, and assignments related to copywriting as well as discussions and analyzing existing copy. Teaching methods are specified by the teacher.
Timing and attendance
Online lectures specified are held online via Zoom - 5x2 hour lectures (10h) which are also recorded. Completion of all given course assignments by deadline is expected for passing the course. Lecture attendance is not mandatory for course completion, but is highly recommended.
Learning material and recommended literature
Materials found on course Moodle.
Bly, Robert W. 2006. The Copywriter’s Handbook: A step-by-step Guide to Writing Copy that Sells (3rd edition)
Shaw, M. 2012. Copywriting: successful writing for design, advertising and marketing. Laurence King.
Alternative completion methods
None.
Learning environment
Online via Moodle and Zoom.
Student time use and work load
Student workload 2x27h = 54h.
Contents
Copywriting is the act of salesmanship in writing. During this course the student is introduced to the main concepts of copywriting as a profession and the structure of the most common types of copy, such as sales letters and newspaper ads. The student also learns the characteristics of good copy and learns to produce basic copy that sells. There are online lectures, discussions, reading and analysis of successful copy, and writing tasks during this course.
The student produces one piece of copy and completes a quiz testing their knowledge on copywriting for course evaluation. Course is graded based on these assignments and course attendance. Completing these assignments by the final course deadline is required for passing the course.
Additional information for students: previous knowledge etc.
The course is taught at B2 level according to the Common European Framework (CEFR).
This course is open for all interested students.
Assessment criteria
The course is evaluated on a scale of 0-5 based on the course quiz and final copy assignment.
Assessment scale
1-5
Assessment criteria: level 1 (assessment scale 1–5)
The student is only able to produce basic copy. Produced copy demonstrates limited understanding of copywriting in practice and has not yet reached a sufficient standard. The student writes in basic English using simple style with several linguistic errors present and has understood some of the course contents.
Assessment criteria: level 3 (assessment scale 1–5)
The student can produce functional and appealing copy. Produced copy demonstrates good understanding of copywriting in practice and has reached an adequate standard for basic sales purposes. The student writes in good English with some linguistic errors present using appropriate style and has understood the majority of course contents.
Assessment criteria: level 5 (assessment scale 1–5)
The student can produce unique, varied, and creative copy. Produced copy demonstrates excellent understanding of copywriting in practice and has reached a near-professional standard. The student writes in excellent English that is easy to read and engages the reader. Appropriate style is used in writing copy and the student has completely understood the course contents.
Enrollment
20.11.2023 - 05.01.2024
Timing
08.01.2024 - 25.02.2024
Number of ECTS credits allocated
2 op
Virtual portion
2 op
Mode of delivery
Distance learning
Unit
Kielikeskus (LAB)
Campus
E-campus
Teaching languages
- English
Seats
15 - 35
Degree programmes
- Language studies LAB
- Language studies LUT
Teachers
- Vesa Koskela
Scheduling groups
- Verkkoluento (Size: 0. Open UAS: 0.)
Groups
-
KKIE23LABH
-
KKIE23LUTH
Small groups
- Online lectures
Learning outcomes
Proficiency level: B2
The student is able to:
-understand the main concepts of copywriting
-analyze and comprehend the basics of successful copy that sells
-write copy for sales purposes in some common formats (sales letters, adverts, product descriptions, etc.)
Implementation and methods of teaching
100% online course. There are reading materials, lectures, and assignments related to copywriting as well as discussions and analyzing existing copy. Teaching methods are specified by the teacher.
Timing and attendance
Online lectures specified by teacher. Completion of all given course assignments by deadline are expected for full course marks. 5x2 hour lectures (10h) which are also recorded. Lecture attendance is not mandatory for course completion, but is highly recommended.
Learning material and recommended literature
Materials found on course Moodle.
Bly, Robert W. 2006. The Copywriter’s Handbook: A step-by-step Guide to Writing Copy that Sells (3rd edition)
Shaw, M. 2012. Copywriting: successful writing for design, advertising and marketing. Laurence King.
Alternative completion methods
None.
Learning environment
Online via Moodle and Zoom.
Student time use and work load
Student workload 2x27h = 54h.
Contents
Copywriting is the act of salesmanship in writing. During this course the student is introduced to the main concepts of copywriting as a profession and the structure of the most common types of copy, such as sales letters and newspaper ads. The student also learns the characteristics of good copy and learns to produce basic copy that sells. There are online lectures, discussions, reading and analysis of successful copy, and writing tasks during this course.
The student produces one piece of copy and completes a quiz testing their knowledge on copywriting for course evaluation. Course is graded based on these assignments and course attendance.
Additional information for students: previous knowledge etc.
The course is taught at a B2 level according to the Common European Framework. English for Work/English for Professional Communication course (or equivalent) should be completed at grade 3 or above before taking this course.
This course is open for all interested students.
Assessment criteria
The course is evaluated on a scale of 5-0 based on the course quiz and final copy assignment..
Assessment scale
1-5
Assessment criteria: level 1 (assessment scale 1–5)
The student is only able to produce basic copy. Produced copy demonstrates limited understanding of copywriting in practice and has not yet reached a sufficient standard. The student writes in basic English using simple style with several linguistic errors present and has understood some of the course contents.
Assessment criteria: level 3 (assessment scale 1–5)
The student can produce functional and appealing copy. Produced copy demonstrates good understanding of copywriting in practice and has reached an adequate standard for basic sales purposes. The student writes in good English with some linguistic errors present using appropriate style and has understood the majority of course contents.
Assessment criteria: level 5 (assessment scale 1–5)
The student can produce unique, varied, and creative copy. Produced copy demonstrates excellent understanding of copywriting in practice and has reached a near-professional standard. The student writes in excellent English that is easy to read and engages the reader. Appropriate style is used in writing copy and the student has completely understood the course contents.
Enrollment
15.05.2023 - 01.09.2023
Timing
04.09.2023 - 22.10.2023
Number of ECTS credits allocated
2 op
Virtual portion
2 op
Mode of delivery
Distance learning
Unit
Kielikeskus (LAB)
Campus
E-campus
Teaching languages
- English
Seats
15 - 35
Degree programmes
- Language studies LAB
- Language studies LUT
Teachers
- Vesa Koskela
Scheduling groups
- Verkkoluento (Size: 0. Open UAS: 0.)
Groups
-
KKIE23LABH
-
KKIE23LUTH
Small groups
- Online lectures
Learning outcomes
Proficiency level: B2
The student is able to:
-understand the main concepts of copywriting
-analyze and comprehend the basics of successful copy that sells
-write copy for sales purposes in some common formats (sales letters, adverts, product descriptions, etc.)
Implementation and methods of teaching
100% online course. There are reading materials, lectures, and assignments related to copywriting as well as discussions and analyzing existing copy. Teaching methods are specified by the teacher.
Timing and attendance
Online lectures specified by teacher. Completion of all given course assignments by deadline are expected for full course marks. 5x2 hour lectures (10h) which are also recorded. Lecture attendance is not mandatory for course completion, but is highly recommended.
Learning material and recommended literature
Materials found on course Moodle.
Bly, Robert W. 2006. The Copywriter’s Handbook: A step-by-step Guide to Writing Copy that Sells (3rd edition)
Shaw, M. 2012. Copywriting: successful writing for design, advertising and marketing. Laurence King.
Alternative completion methods
None.
Learning environment
Online via Moodle and Zoom.
Student time use and work load
Student workload 2x27h = 54h.
Contents
Copywriting is the act of salesmanship in writing. During this course the student is introduced to the main concepts of copywriting as a profession and the structure of the most common types of copy, such as sales letters and newspaper ads. The student also learns the characteristics of good copy and learns to produce basic copy that sells. There are online lectures, discussions, reading and analysis of successful copy, and writing tasks during this course.
The student produces one piece of copy and completes a quiz testing their knowledge on copywriting for course evaluation. Course is graded based on these assignments and course attendance.
Additional information for students: previous knowledge etc.
The course is taught at a B2 level according to the Common European Framework. English for Work/English for Professional Communication course (or equivalent) should be completed at grade 3 or above before taking this course.
This course is open for all interested students.
Assessment criteria
The course is evaluated on a scale of 5-0 based on the course quiz and final copy assignment..
Assessment scale
1-5
Assessment criteria: level 1 (assessment scale 1–5)
The student is only able to produce basic copy. Produced copy demonstrates limited understanding of copywriting in practice and has not yet reached a sufficient standard. The student writes in basic English using simple style with several linguistic errors present and has understood some of the course contents.
Assessment criteria: level 3 (assessment scale 1–5)
The student can produce functional and appealing copy. Produced copy demonstrates good understanding of copywriting in practice and has reached an adequate standard for basic sales purposes. The student writes in good English with some linguistic errors present using appropriate style and has understood the majority of course contents.
Assessment criteria: level 5 (assessment scale 1–5)
The student can produce unique, varied, and creative copy. Produced copy demonstrates excellent understanding of copywriting in practice and has reached a near-professional standard. The student writes in excellent English that is easy to read and engages the reader. Appropriate style is used in writing copy and the student has completely understood the course contents.
Enrollment
13.03.2023 - 23.04.2023
Timing
02.05.2023 - 11.06.2023
Number of ECTS credits allocated
2 op
Virtual portion
2 op
Mode of delivery
Distance learning
Unit
Kielikeskus (LAB)
Campus
E-campus
Teaching languages
- English
Seats
15 - 35
Degree programmes
- Language studies LAB
- Language studies LUT
Teachers
- Vesa Koskela
Scheduling groups
- Verkkoluento (Size: 0. Open UAS: 0.)
Groups
-
KKIE22LUTH
-
KKIE22LABH
-
LABKES23KH
Small groups
- Online lecture
Learning outcomes
Proficiency level: B2
The student is able to:
-understand the main concepts of copywriting
-analyze and comprehend the basics of successful copy that sells
-write copy for sales purposes in some common formats (sales letters, adverts, product descriptions, etc.)
Implementation and methods of teaching
100% online course. There are reading materials, lectures, and assignments related to copywriting as well as discussions and analyzing existing copy. Teaching methods are specified by the teacher.
Timing and attendance
Online lectures specified by teacher. Completion of all given course assignments by deadline are expected for full course marks. 5x2 hour lectures (10h) which are also recorded. Lecture attendance is not mandatory.
Learning material and recommended literature
Materials found on course Moodle.
Bly, Robert W. 2006. The Copywriter’s Handbook: A step-by-step Guide to Writing Copy that Sells (3rd edition)
Shaw, M. 2012. Copywriting: successful writing for design, advertising and marketing. Laurence King.
Alternative completion methods
None.
Learning environment
Online via Moodle and Zoom.
Student time use and work load
Student workload 2x27h = 54h.
Contents
Copywriting is the act of salesmanship in writing. During this course the student is introduced to the main concepts of copywriting as a profession and the structure of the most common types of copy, such as sales letters and newspaper ads. The student also learns the characteristics of good copy and learns to produce basic copy that sells. There are online lectures, discussions, reading and analysis of successful copy, and writing tasks during this course.
The student produces one piece of copy and completes a quiz testing their knowledge on copywriting for course evaluation. Course is graded based on these assignments and course attendance.
Additional information for students: previous knowledge etc.
The course is taught at a B2 level according to the Common European Framework. English for Work course (or equivalent) should be completed at grade 3 or above before taking this course.
This course is open for all interested students.
Assessment criteria
The course is evaluated on a scale of 5-0 based on the course quiz and final copy assignment..
Assessment scale
1-5
Assessment criteria: level 1 (assessment scale 1–5)
The student is only able to produce basic copy. Produced copy demonstrates limited understanding of copywriting in practice and has not yet reached a sufficient standard. The student writes in basic English using simple style with several linguistic errors present and has understood some of the course contents.
Assessment criteria: level 3 (assessment scale 1–5)
The student can produce functional and appealing copy. Produced copy demonstrates good understanding of copywriting in practice and has reached an adequate standard for basic sales purposes. The student writes in good English with some linguistic errors present using appropriate style and has understood the majority of course contents.
Assessment criteria: level 5 (assessment scale 1–5)
The student can produce unique, varied, and creative copy. Produced copy demonstrates excellent understanding of copywriting in practice and has reached a near-professional standard. The student writes in excellent English that is easy to read and engages the reader. Appropriate style is used in writing copy and the student has completely understood the course contents.
Enrollment
02.05.2022 - 04.09.2022
Timing
05.09.2022 - 23.10.2022
Number of ECTS credits allocated
2 op
Virtual portion
2 op
Mode of delivery
Distance learning
Unit
Kielikeskus (LAB)
Campus
E-campus
Teaching languages
- English
Seats
15 - 35
Degree programmes
- Language studies LAB
- Language studies LUT
Teachers
- Vesa Koskela
Scheduling groups
- Verkkoluento (Size: 0. Open UAS: 0.)
Groups
-
KKIE22LUTH
-
KKIE22LABH
Small groups
- Online lecture
Learning outcomes
Proficiency level: B2
The student is able to:
-understand the main concepts of copywriting
-analyze and comprehend the basics of successful copy that sells
-write copy for sales purposes in some common formats (sales letters, adverts, product descriptions, etc.)
Implementation and methods of teaching
100% online course. There are reading materials, lectures, and assignments related to copywriting as well as discussions and analyzing existing copy. Teaching methods are specified by the teacher.
Timing and attendance
Online lectures specified by teacher. Completion of all given course assignments by deadline are expected for full course marks. 5x2 hour lectures (10h) which are also recorded.
Learning material and recommended literature
Materials found on course Moodle.
Bly, Robert W. 2006. The Copywriter’s Handbook: A step-by-step Guide to Writing Copy that Sells (3rd edition)
Shaw, M. 2012. Copywriting: successful writing for design, advertising and marketing. Laurence King.
Alternative completion methods
None.
Learning environment
Online via Moodle and Zoom.
Student time use and work load
Student workload 2x27h = 54h.
Contents
Copywriting is the act of salesmanship in writing. During this course the student is introduced to the main concepts of copywriting as a profession and the structure of the most common types of copy, such as sales letters and newspaper ads. The student also learns the characteristics of good copy and learns to produce basic copy that sells. There are online lectures, discussions, reading and analyzing successful copy, and writing tasks during this course.
The student produces one piece of copy and completes a quiz testing their knowledge on copywriting for course evaluation. Course is graded based on these assignments and course attendance.
Additional information for students: previous knowledge etc.
The course is taught at a B2 level according to the Common European Framework. English for Work course (or equivalent) should be completed at grade 3 or above before taking this course.
Assessment criteria
The course is evaluated on a scale of 5-0 based on the course quiz and completed written copy.
Assessment scale
1-5
Failed (0)
Course goals have not been met. Course contents are not understood by the student and the written copy does not conform to the proper style or has significant linguistic errors.
Assessment criteria: level 1 (assessment scale 1–5)
The student is only able to produce basic copy. Produced copy demonstrates limited understanding of copywriting in practice and has not yet reached a sufficient standard. The student writes in basic English using simple style with several linguistic errors present and has understood some of the course contents.
Assessment criteria: level 3 (assessment scale 1–5)
The student can produce functional and appealing copy. Produced copy demonstrates good understanding of copywriting in practice and has reached an adequate standard for basic sales purposes. The student writes in good English with some linguistic errors present using appropriate style and has understood the majority of course contents.
Assessment criteria: level 5 (assessment scale 1–5)
The student can produce unique, varied, and creative copy. Produced copy demonstrates excellent understanding of copywriting in practice and has reached a near-professional or professional standard. The student writes in excellent English that is easy to read and engages the reader. Appropriate style is used in writing copy and the student has completely understood the course contents.
Enrollment
14.03.2022 - 19.04.2022
Timing
02.05.2022 - 05.06.2022
Number of ECTS credits allocated
2 op
Virtual portion
2 op
Mode of delivery
Distance learning
Unit
Kielikeskus (LAB)
Campus
E-campus
Teaching languages
- English
Seats
15 - 35
Degree programmes
- Language studies LAB
- Language studies LUT
Teachers
- Vesa Koskela
Scheduling groups
- Verkkoluento (Size: 0. Open UAS: 0.)
Groups
-
LABLPRKES22KH
-
LABLTIKES22KH
-
KKIE21LUTH
-
KKIE21LABH
Small groups
- Zoom lecture
Learning outcomes
Proficiency level: B2
The student is able to:
-understand the main concepts of copywriting
-analyze and comprehend the basics of successful copy that sells
-write copy for sales purposes in some common formats (sales letters, adverts, product descriptions, etc.)
Implementation and methods of teaching
100% online course. There are reading materials, lectures, and assignments related to copywriting as well as discussions, peer-feedback, and analyzing existing copy. Teaching methods are specified by the teacher.
Timing and attendance
Online lectures specified by teacher, recordings will be made to Moodle. Lectures and completion of given course assignments by deadline are expected for full course marks. 5x2 hour lectures (10h).
Learning material and recommended literature
Materials found on course Moodle.
Bly, Robert W. 2006. The Copywriter’s Handbook: A step-by-step Guide to Writing Copy that Sells (3rd edition).
Alternative completion methods
None.
Learning environment
Online via Moodle and Zoom.
Student time use and work load
Student workload 2x27h = 54h.
Contents
Copywriting is the act of salesmanship in writing. During this course the student is introduced to the main concepts of copywriting as a profession and the structure of the most common types of copy, such as sales letters and newspaper ads. The student also learns the characteristics of good copy and learns to produce basic copy that sells. There are online lectures, discussions, reading and analyzing successful copy, and writing tasks during this course.
The student produces one piece of copy and completes a quiz testing their knowledge on copywriting for course evaluation. Course is graded based on these assignments and course attendance.
Additional information for students: previous knowledge etc.
The course is taught at a B2 level according to the Common European Framework. English for Work course should be completed at grade 3 or above before taking this course.
Assessment criteria
The course is evaluated on a scale of 5-0 based on the course quiz and completed written copy.
Assessment scale
1-5
Failed (0)
Course goals have not been met. Course contents are not understood by the student and the written copy does not conform to the proper style or has significant linguistic errors.
Assessment criteria: level 1 (assessment scale 1–5)
The student is only able to produce basic copy. Produced copy demonstrates limited understanding of copywriting in practice and has not yet reached a sufficient standard. The student writes in basic English using simple style with several linguistic errors present and has understood some of the course contents.
Assessment criteria: level 3 (assessment scale 1–5)
The student can produce functional and appealing copy. Produced copy demonstrates good understanding of copywriting in practice and has reached an adequate standard for basic sales purposes. The student writes in good English with some linguistic errors present using appropriate style and has understood the majority of course contents.
Assessment criteria: level 5 (assessment scale 1–5)
The student can produce unique, varied, and creative copy. Produced copy demonstrates excellent understanding of copywriting in practice and has reached a near-professional or professional standard. The student writes in excellent English that is easy to read and engages the reader. Appropriate style is used in writing copy and the student has completely understood the course contents.