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.

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

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

Course Format

This course is offered 100% online.

About Online Learning
Our professional writing courses are purpose-built for online learning using UBC instructional design resources and tools.

Online courses are hosted on the intuitive learning management platform Canvas. Every week, your instructor releases a new module or lesson. Each lesson might include materials such as class notes, readings, links to articles, videos and practice exercises. You may also be asked to post on discussion boards and submit assignments.

Your instructor is there to provide you feedback on your work, and guide online forum discussions. Some may hold virtual office hours. You can also communicate with your instructor through Canvas.

Expect to spend two to three hours per week on your course – you do get out what you put in! You can log in anytime day or night. Some courses, however, might include exercises and assignments with deadlines. Materials will be available for two weeks after the course ends, after which time you will no longer be able to access the course.

We will send you instructions on accessing Canvas before your first class.

Learn more about online learning at UBC Extended Learning.

Available Sessions

Open all | Close all

Jan 26-Mar 22, 2021 | Online | $640.00

Format: Online
Code: WG302W21O
Jan 26-Mar 22, 2021
8 sessions

1nstructor: Rob Mathison


Fees / Tuition

Type Fee Tax Total
$640.00 $32.00 $672.00