Marketing is a communications based industry and in particular, because of the nature of the internet, requires a high level of written competence amongst practitioners across multiple written styles and formats. This module aims to introduce learners to writing in a variety of styles and to enable them to express their own or someone else's point in a clear and articulate way. This module will prepare learners for the Public Relations (Semester 4) and Effective Writing (Semester 6) modules.
Introduction
Introduction to writing and the importance of written content for marketing; the different written formats used by marketers - press release, report, business case, blog, website content,tweets, posts etc
Punctuation & Grammar
The importance of grammar, punctuation and spelling - review of the basic elements of grammar and punctuation
Tone and Themes
Tone, themes and content - how the tone used influences the reader, finding common themes and associations; ensuring content is appropriate and relevant to the reader
Building Arguments
Building powerful arguments, influencing the reader, evidence based arguments, emotional appeals, using humour
The use of emotion
Humour, emotion, dispassion, analysis - when and how to use these and other tones to empower the brand's message - and how the inappropriate use can undermine brands
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |