Copywriting: Introduction

Copywriting is persuasive writing, and is used in written promotional materials, such as websites, emails, brochures and advertising.

Learn and practise the techniques and craft of professional copywriting in this supportive and intensive online course. Focus on the process and purpose of persuasive business writing for a variety of media.

As well as completing writing and other assignments, you’ll also be expected to login during the week on your own time, and participate in ongoing discussions both by posting questions and examples, as well as replying to others’ comments. By the end of the course, you’ll have built a portfolio of copywriting samples, as well as a list of resources.

Course materials include extracts from textbooks, articles from industry publications and websites, and images and videos.

Whether you are a communications professional, a journalist or an English major, or just want to break into what can be a lucrative career, this course offers the techniques, skills and knowledge to get you on your way.

Recommended Textbook: Felton, George. Advertising Concept and Copy, 3rd Edition 

Course Overview:

Week 1: Introduction + Product Research
Week 2: Consumer Behaviour + Market Segmentation
Week 3: Strategic Approaches + Developing a Creative Brief
Week 4: Telling Stories + Combining Words and Images
Week 5: Voice and Tone
Week 6: Writing Headlines
Week 7: Writing for the Web
Week 8: Writing for Social Media + Email Marketing 

Course Format

This course is offered in the following format: 100% online

Available Sessions

Open all | Close all

Oct 1-Nov 22, 2019 | Online | $625.00

Format: Online
Code: WG302F19O
Oct 1-Nov 22, 2019

1nstructor: Rob Mathison


Fees / Tuition

Type Fee Tax Total
$625.00 $31.25 $656.25

Jan 28-Mar 20, 2020 | Online | $625.00

Format: Online
Code: WG302W20O
Jan 28-Mar 20, 2020

1nstructor: Rob Mathison


Fees / Tuition

Type Fee Tax Total
$625.00 $31.25 $656.25