Writing for Marketing Communication

This subject has the following teaching availabilities in 2016:

140 hours

Admission to the Master of Marketing Communications.

Please note: students enrolled in the 200 point program must have completed MKTG90027 Foundations of Marketing and Communications, MKTG90004 Marketing Management, and MECM40006 Public Relations and Communications prior to taking this subject.

Relevant cognate studies enabling admission to the 150 point program OR completion of the first 50 points of the 200 point program.

None

For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability

This subject will enable students to develop copywriting skills, including skills in persuasive writing, and the different generic requirements involved in writing for a range of media contexts and platforms. Case studies will be drawn from print, broadcast and online media and exercises will cover different practices including drafting client briefs, producing advertising copy, and developing strategic communications such as public relations releases.

On successful completion of this subject, students should be able to:

• understand the specific requirements for writing for a range of media platforms and communication contexts
• develop skills in analysing and evaluating successful marketing-communication writing practices
• deploy practical writing skills to address the simulation of real world situations and demands

• Writing exercises demonstrating knowledge of genres and writing skills, 1,000 words due Week 5 (20%)
• Participation in seminar discussion and activities, 500 word equivalent due throughout semester (10%)
• Content script and production, 1,000 words equivalent due Week 9 (20%)
• Essay based on practical scenario, drawing on relevant skills and knowledge to address problem 2,500 words due during the examination period (50%)

Students are required to attend a minimum of 80% of classes in order to pass this subject.

A subject reader or course textbook will be assigned.

This subject is not available as a breadth subject.

Students who successfully complete this subject should:

• demonstrate high level writing and communication skills;
• develop understanding and capacities of strategically applying skills in problem-solving situations;
• better understand and appreciate the intimate relationship between analytical and practical skills.