Concept Development and Copywriting
36 hours
One Semester or equivalent
Hawthorn, Online
Available to incoming Study Abroad and Exchange students
Overview
This unit introduces students to the fundamental skills required of advertising copywriters, in the context of the operations of an advertising creative department. It builds confidence in all writing and creative thinking skills.
Requisites
Prerequisites
ADV10001
Principles of AdvertisingEquivalent
ADV201(C) - Concept Development and Copywriting (Discontinued) and LCA201 - Concept Development and Copywriting (Discontinued)
Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Teaching Period 1
Location
Online
Start and end dates
10-March-2025
08-June-2025
08-June-2025
Last self-enrolment date
23-March-2025
Census date
04-April-2025
Last withdraw without fail date
02-May-2025
Results released date
Teaching Period 3
Location
Online
Start and end dates
03-November-2025
08-February-2026
08-February-2026
Last self-enrolment date
16-November-2025
Census date
28-November-2025
Last withdraw without fail date
02-January-2026
Results released date
Learning outcomes
Students who successfully complete this unit will be able to:
- Adapt and apply basic writing skills to a variety of media
- Develop concept skills and the ability to develop a diverse range of ideas
- Critically analyse advertising concepts and writing examples
- Apply appropriate communication and persuasion theories to advertising copywriting
- Systematically and effectively plan advertising copy
- Apply appropriate research methods, legal and ethical considerations to concepts and copywriting
- Develop ideas for new media: social media, mobiles, online gaming, applications, crowd sourcing and internet
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Lecture | 1.00 | 12 weeks | 12 |
| On-campus Class | 2.00 | 12 weeks | 24 |
| Specified Activities Various | 3.00 | 12 weeks | 36 |
| Unspecified Activities Independent Learning | 6.50 | 12 weeks | 78 |
| TOTAL | 150 |
All Applicable Locations
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Learning activities | 3.00 | 12 weeks | 36 |
| Online Directed Online Learning and Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment | Individual | 25% | 1,2,3,4 |
| Class Exercise Portfolio | Individual | 30% | 1,2,3,4,5,6,7 |
| Major Assignment | Group | 45% | 4,5,6,7 |
Content
- Creativity in advertising
- Concept development
- Tailoring concepts to different media
- Production and 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
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.