CAB342 - Advanced Copywriting Skills

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
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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@senecapolytechnic.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.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

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