ALR701 - Writing for Brands

Unit details

Year:

2024 unit information

Enrolment modes:Trimester 2: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Richie Barker
Cohort rule:Nil
Prerequisite:

Nil

Corequisite:Nil
Typical study commitment:

Students will on average spend 150-hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

This will include educator guided online learning activities within the unit site.

Educator-facilitated (scheduled) learning activities - on-campus unit enrolment:

1 x 2-hour seminar per week

Educator-facilitated (scheduled) learning activities - online unit enrolment:

Online independent and collaborative learning activities including:
1 x 1-hour lecture per week (recordings provided), 1-hour online seminar per week

Content

Writing for the promotional industries requires more than formulaic or generic responses. It calls for a deep understanding of the audience and the ability to evaluate and elevate written content to ensure it responds to specific organisational objectives. In this unit, you will engage with theories of persuasion and creativity to build your knowledge and skills as a writer of promotional copy. The importance of clarity and brevity will be highlighted as you respond to tasks that will see you produce written tactics for advertising and public relations projects.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Evaluate the goals and styles of contemporary advertising and PR writing and apply these to match specific organisational objectives.

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking

ULO2

Evaluate and apply theories of persuasion to produce engaging promotional copy

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking

ULO3

Critically select and apply ideation techniques to the production of promotional industries writing

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO5: Problem solving

ULO4

Critically engage with emerging trends in promotional industries writing practice to evaluate, edit and elevate written public relations and advertising tactics

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

ULO5

Edit and evaluate written public relations tactics

GLO1: Discipline-specific knowledge and capabilities

GLO2: Communication

GLO4: Critical thinking

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week
Assessment 1 - Writing Exercise 2000 words
or equivalent
40% Information not yet available
Assessment 2 - Portfolio of Written Tactics 3000 words 
or equivalent
60% Week 11

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Learning Resource

The texts and reading list for the unit can be found on the University Library via ALR701
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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