Study Guide

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.