CAB342 - Advanced Copywriting Skills

Outline information
Semester
Schools offering this subject
Last revision date May 25, 2020 1:45:48 AM
Last review date Aug 3, 2020 12:15:12 AM

Subject Title
Advanced Copywriting Skills

Subject Description
This subject the students in the ?Creative Stream? will focus on the development of their creative concepts, with specific emphasis placed on copywriting. Students will complete full campaigns and a wide range of finished ads to start to build their creative portfolios in preparation for field placement and job interviews in their final semester. This subject allows for individual coaching in copywriting skills for the student?s advertising portfolio, with one-on-one mentoring and creative direction provided throughout.

Credit Status
Creative Advertising Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Identify advertising concepts that have the potential to be big campaign ideas
2. Demonstrate the ability to listen to, understand and incorporate creative direction
3. Develop initial ideas into well-written copy with continuity and creative flair
4. Check and edit his/her own copy for spelling, grammar, punctuation, syntax and style
5. Write ads/campaigns that are on-strategy and tailored to the target audience
6. Expand his/her creative portfolio to include several strong ads/campaigns that work
7. Gain greater confidence in showing his/her work, in preparation for career interviews
8. Apply advanced copywriting skills to a variety of media, for a variety of audiences, and a wide range of products and services.
9. Apply advanced copywriting for Social Media and Digital Advertising solutions.
10. Experience presenting rough campaign concepts and thumbnails.
11. Demonstrate your understanding of the client?s needs, the brand?s needs, and the needs of the consumer, and how to integrate them.
12. Develop final copy and layouts for strategically sound, multimedia campaigns.
13. Start to build a portfolio of industry entry-level quality work, for presentation.
14. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
15. Understand the purpose of, and effectively meet all deadlines and project requirements.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecacollege.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecacollege.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.