SFB51416 Copywriting (Autumn 2017)

The course is connected to the following study programs

Mandatory course in the Bachelor's Programme in International Communication.

Prerequisites

The course builds on previous knowledge from the two courses in professional communication in the first year of study, or on equivalent English communication skills.

Lecture Semester

3rd semester (autumn).

The student's learning outcomes after completing the course

Knowledge
-The candidates have acquired knowledge of writing in the fields of advertising and PR, in particular the linguistic, pragmatic and cultural factors that are the prerequisites of effective copy.
-They are familiar with theories for analysing situation and target group, as well as adapting the communication to function and recipient.
-They are also familiar with the theory of multimodal critical discourse analysis.

Skills
-The candidates are able to produce effective, functional texts in English in the fields of advertisning and PR, with a focus on analysing situation and target group and adapting to function and recipient.
-The candidates have sound practice in critically analysing and using texts of the mentioned genres. 

General competence
-The candidates have achieved general competence in writing copy, with a view to necessary qualifications for communicators who use both English and Norwegian as their working language.
-They have acquired a professional, critical attitude to advertising and PR.

Content

• Differences between Norwegian and English language use
• English for specific purposes (ESP): terms and usage in persuasive communication
• Copywriting theory
• Analysing and writing marketing and advertising texts

Forms of teaching and learning

Seminars with active student participation: analysing, discussing, writing and assessing their own texts and those of fellow students. The course is taught in English but source texts may be in Norwegian.

Workload

Total workload: approx. 280 hours

Coursework requirements - conditions for taking the exam

• Four texts, specified in the semester plan, are to be submitted for approval by given deadlines.

The coursework must be approved before a student may register for the final examination.

Examination

Individual portfolio assessment
The portfolio comprises two individually produced texts of the same type and extent as the required coursework texts.

Assessment is given on the A-F grading scale.

If the portfolio is given a fail, it may be improved and resubmitted.

If students wish to improve their grade, they have to submit a new portfolio at a new regular exam.

In the case of an appeal about the assessment, the entire portfolio is subject to new assessment

Course evaluation

The course is evaluated by the students each semester. The evaluations are discussed in the faculty committee for study quality.

Literature

The readinglist may be subject to change before the semester starts.

Hellum, Bjørg (2014/2015/2016). Marketing Communication, texts and contexts. Compendium, local print.

Lectures and other course material posted on the learning platform.