About the Course
This course is aimed at experienced copywriters wishing to improve their work, and people already familiar with basic copywriting concepts committed to beginning copywriting careers. The course content emphasizes strategic campaign thinking married to dynamic creativity.
The course aims to help students create an advertising portfolio of 15-25 spec’ ads. This portfolio could help kick-start new careers or advance existing ones.
Course Content
- Creating your portfolio
- Strategic branding and campaigning: Success stories
- Writing for b2b and technical campaigns
- Mastering tone
- Copywriting in a foreign language
- TV, radio, outdoor: Writing for a range of media
- Interplay of texts, graphics, visual formats
- PR, information, wider comms
- Creativity
- Shaping your book
Course structure
- 10 chapter units for self-study, approx one chapter every 10 days
- 10 assignments offering
- intensive practice of each chapter’s theme
- Each assignment requires between
- two and five pieces of writing
- 10 detailed feedbacks from course tutor
Course director
Mark Du Bois, teacher and freelance copywriter
Materials
Course literature. Students are expected to have access to the Internet.
Course Literature
Ogilvy on Advertising, by David Ogilvy.
A Technique for Producing Ideas, by James Webb Young
Eating the Big Fish, how challenger brands can compete against brand leaders, by Adam Morgan
Admission requirements and application
You must have finished high school or equivalent level of education. Your application holds a short description of yourself where you motivate why you're applying to this particular course, as well as a breakdown of your previous education and work experience. Students are expected to have good English writing and reading skills and excellent study habits.
