English Language: Copywriting Skills

This course is suited to professionals and freelancers in professions such as marketing, advertising, sales, journalism, teaching etc.  Practice in creative use of the English language, accuracy, vocabulary enrichment, summarising techniques, manipulation of the language.

Course content

Module 1

How to communicate an idea or vision.  Tasks include the create of advertisements, posters and other communication materials which need to communicate a message or advertise a product.  Most advertising copy requires everything to be said in under ten well chosen words.

Module 2

The art of precis.  Techniques for reducing long texts into short, edited summary texts.  How to identify key points and the main message.  Tasks include listening to significant speeches and talks or reading a well known text and then summarising both verbally and in the written form.

Module 3

Creative writing.  Techniques in creative writing and storytelling which flex the imagination and provide practical experience in how to make use of different writing styles.  

Module 4

Speed writing.  Exercises to practise and improve the ability to write quickly.  Creating templates and structures which save time.  How to create first drafts.  How to develop first drafts into final drafts. In this module each piece of finished work needs to be produced in ten minutes.

Module 5

Create a finished piece of writing such as a short story, magazine article, product brochure or brand proposition.

Recommended reading

Before the start of the course, the student is sent a reading assignment to be completed before the course and a short reading list.

Certification

All students who successfully complete this course are eligible for a Course Certificate.  Certificates are sent by email to those who qualify after the course finishes.

Course aims

This course aims to provide students with strong comprehension skills to enable them to interact fully in professional or academic situations.

Teaching methods

Description of required reading and recommended reading.

Daily homework assignments

Tutor feedback to homework

Assessment and feedback

Learning outcomes

By the end of this course, students are expected to be able to:

 - write a piece of copy in response to a brief

 - write one piece of copy in a variety of styles

 - write the copy for an advertising poster

Assessment methods

Students are set two pieces of work.  The first, set half way through the course, does not count towards the final outcome but preparing for it helps students to prepare for the assessed piece of work at the end of the course.

Useful information

Each lesson is live and taught by a tutor via Zoom

Each lesson is of 60 minutes duration

Lessons can be taken at any time from Monday to Saturday 09.00 to 18.00 GMT

IT requirements

This course is delivered online, to participate students must be familiar with using a computer for purposes such as sending email and searching the internet.  The student will need regular access to the internet and a computer meeting the recommended minimum computer specification.