Undergraduate - UnitMKX2241 - Advertising copywriting

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

Level	Undergraduate
Faculty	Faculty of Business and Economics
Offered	Berwick First semester 2012 (Day)
Coordinator(s)	Ms Irene Powell

Synopsis

Communication theory applied to advertising copywriting primarily for television, radio and print media. Theory and practice of television and radio production. Students will be taught to work from well focused briefs to generate creative executions which produce targeted audience response, while working within ethical and legal frameworks.

Outcomes

The learning goals associated with this unit are to:

provide solid understanding of all aspects of creative strategy development and creative brief interpretation
apply communication theory and models to solving specific advertising objectives
critique creative executions according to contemporary creative philosophy
provide understanding of the roles of all people involved in the creative process
generate concepts and critique them.

Assessment

Within semester assessment: 60%
Examination (2 hours): 40%

Chief examiner(s)

Ms Irene Powell

Contact hours

3 hours per week

Prerequisites

Students must have passed one of the following: MKW2211, MKG2460 or MKW2460 before undertaking this unit.