ALA202 - Copywriting and Ideation

Unit details


2023 unit information

Enrolment modes:Trimester 1: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Ben Crockett
Cohort rule:



ALA101 or ALA102



Incompatible with:


Typical study commitment:

Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

1 x 2-hour seminar per week

Scheduled learning activities - online:

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


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.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes

Examine and articulate the sociocultural aspects that shape the consumption and production of creative advertising

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication


Describe and interpret the textual and conceptual elements of advertisements disseminated across various media channels

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking


Critically engage with emerging trends in creative brand communication and analyse their impact on professional practice

GLO1: Discipline-specific knowledge and capabilities

GLO4: Critical thinking

GLO6: Self-management


Apply ideation techniques to the production of advertising copy and concepts in response to client requirements

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO5: Problem solving


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 - Copy and Concept Critique 800 words
or equivalent
20% Week 4
Assessment 2 - Writing Exercises 1600 words
or equivalent
40% Week 8
Assessment 3 - Portfolio 1600 words
or equivalent
40% Information not yet available

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

The texts and reading list for the unit can be found on the University Library via ALA202
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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