ALA202 - Copywriting and Ideation

Unit details

Note: You are seeing the 2019 view of this unit information. These details may no longer be current. [Go to the current version]
Year:2019 unit information
Enrolment modes:Trimester 1: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Trimester 1 Unit Chair:

Richie Barker

Prerequisite:

ALA101 or ALA102

Corequisite:

Nil

Incompatible with:

Nil

Scheduled learning activities - campus:

1 x 2 hour seminar per week

Scheduled learning activities - cloud (online):

Online independent and collaborative activities including seminar overview (recordings provided) and online seminar tasks (combined 2 hour per week equivalence)

Note:

Commencing 2019

Content

This unit builds students’ ability to solve complex communication problems and develop creative copy and concepts for both traditional and new media platforms. Students will explore approaches to ideation that emphasise the social and cultural contexts in which advertising is produced and learn to prepare strategically sound copy platforms. Consumer-focused research and creative strategies will be examined to enable students to critique spoken and textual messaging and apply this insight to the development of 'big ideas' that are communicated through persuasive advertising concepts and copy.

Assessment

Assessment 1 (Individual) - Writing Exercises (1600 words or equivalent) - 40%

Assessment 2 (Individual) - Copy and Concept Critique (800 words or equivalent) - 20%

Assessment 3 (Individual) - Portfolio (1600 words or equivalent) - 40%