Module Descriptors
PRINCIPLES OF PERSUASIVE COPYWRITING
MKTG50177
Key Facts
School of Justice, Security and Sustainability
Level 5
15 credits
Contact
Leader: Malcolm Ash
Email: M.Ash@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 36
Independent Study Hours: 114
Total Learning Hours: 150
Assessment
- ASSIGNMENT weighted at 100%
Module Details
Module Texts
Cialdini R B, Influence: Science and Practice, 2008, Pearson, ISBN-10: 0205663788
Maslen A, The Copywriting Sourcebook: How to Write Better Copy, Faster - For Everything from Ads to Websites, 2010, Marshall Cavendish, ISBN-10: 0462099741
Maslen A, The Copywriting Sourcebook: How to Write Better Copy, Faster - For Everything from Ads to Websites, 2010, Marshall Cavendish, ISBN-10: 0462099741
Module Additional Assessment Details
An individual business based assignment of 2,500 words weighted at 100% designed to test all the learning outcomes.
Module Indicative Content
This module aims to enable students to understand, strategise and communicate original concepts through the use of persuasive copywriting in various media. Students will be given basic training in copywriting skills appropriate for graphic designers. They will be taught the basic techniques of persuasion through combining words and visuals, to generate emotional responses in the minds of consumers in various forms of visual communications.. By understanding the basic rules of grammar, microstyle writing and the psychological principles of creating memorable and persuasive messages, students will learn to develop a more persuasive style and organise material in effective ways specific to a media¿s strengths, to create impact and make their media messages more appropriate.
Consideration will be given to issues such as:
What is copy? How does it differ from content? What makes for good copy? Good content? How to write Clear and Understandable Body Copy. Research for copy development. E-Mail and Landing Pages. Web Content and Pages. White Papers. Writing Product Sheets and Other Marketing Documents. Writing Public Relations Materials. Writing Direct Response Copy
Consideration will be given to issues such as:
What is copy? How does it differ from content? What makes for good copy? Good content? How to write Clear and Understandable Body Copy. Research for copy development. E-Mail and Landing Pages. Web Content and Pages. White Papers. Writing Product Sheets and Other Marketing Documents. Writing Public Relations Materials. Writing Direct Response Copy
Module Learning Strategies
The learning strategy for the module requires students to commit to 150 learning hours (including assessment) of this there will be 36 hours of class support and 114 hours of independent and self directed study. Support will also be given by access to Scheduled Tutor Office Hours to support the module.
Lectures will provide the conceptual framework and will direct independent and self directed study as well as contextualising principles within an application framework. Tutorial/seminar activities will centre around case studies, computer laboratory exercises or seminars and will develop awareness, analysis and understanding of application of theory to practice.
Lectures will provide the conceptual framework and will direct independent and self directed study as well as contextualising principles within an application framework. Tutorial/seminar activities will centre around case studies, computer laboratory exercises or seminars and will develop awareness, analysis and understanding of application of theory to practice.
Module Resources
Business library
Internet access
E mail
PC with Office Software
Module website
Online marketing practitioner journals
Companion web sites
Internet access
E mail
PC with Office Software
Module website
Online marketing practitioner journals
Companion web sites