Copywriting Field of study: Creative management in new media
Programme code: W8-S2CM20.2022

Module name: Copywriting
Module code: W8-ZN-S2-C
Programme code: W8-S2CM20.2022
Semester:
  • summer semester 2024/2025
  • summer semester 2023/2024
  • summer semester 2022/2023
Language of instruction: English
Form of verification: exam
ECTS credits: 2
Description:
The aim of the course is to present the basic content in the field of text development and preparing it for correct display on the Internet. Another goal of the course is to train the ability to run your own website, familiarize students with the mechanisms to place and disseminate text on the Internet, discuss skills and competences of the webwriter, present the functioning of the text in social media, for example in Facebook, Twitter, Google+. Other issues presented during the classes will be: combining text with graphic and multimedia elements, writing texts for publication and advertising slogans. Classes will be held in project groups, where each person has a different scope of work delegated. As part of the course, texts used in press, radio, television and all other promotional materials, such as leaflets, brochures, catalogs, websites, etc., will be written. Students participate in the whole creation process, starting from determining the graphic content of the announcement or leaflet theme, by creating texts, writing screenplays for advertising films, radio spots, searching for music for commercials, etc.
Prerequisites:
Student should know basics of marketing. He should have high imagination and creativity, good interpersonal skills, information searching skills and basics of psychology. He has to be well organized, systematic and fast in typewriting.
Key reading:
M. Harland: Storytelling in brand creation: verbal and visual narration in the reception of print advertisements. [in:] R. Szczepaniak, P. Lang: Media Convergence – Approaches and Experiences. Frankfurt 2013. A. M. Nicholson: Empirical Social Research, Journal of the History of the Behavioral Siences. 1072. Vol.8. 2018. C. Espejo: European Communication Networks in the Early Modern Age; A New Framework of Interpretation of the Birth of Journalism. Media history 2011, vol. 17(2). P. Napoli: Audience Economics, Media Institutions and the Audience Marketplace. Columbia University, New York 2003.
Learning outcome of the module Codes of the learning outcomes of the programme to which the learning outcome of the module is related [level of competence: scale 1-5]
Student has a basic knowledge of the language in the media space, has knowledge about the techniques of creating and implementing advertising campaigns. [C_1]
 K_W01 [5/5]
Student acquires knowledge in the field of economics, psychology and sociology of work, communication and media in the process of effective communication organization. [C_2]
 K_W04 [4/5]
Student has the ability to critically analyze examples of individual advertisements, acquires the ability to use methods of advertising market research in everyday work. [C_3]
 K_U01 [5/5]
Student can create an effective and creative advertising slogan or a TV spot scenario. [C_4]
 K_U03 [4/5]
Student has assertive skills and communication skills. [C_5]
 K_K01 [4/5]
Student has the competence to efficiently shape the positive relationships of the represented organization with the business and social environment, he is aware of the ethical and legal aspects of functioning in virtual reality, in particular in communication between recipients. [C_6]
 K_K04 [3/5]
Type Description Codes of the learning outcomes of the module to which assessment is related
Test [C_w_1]
The way of verification of students' own work: participation in classes (participation in discussion and solving tasks / problems), colloquium, preparation of thematic presentations.
 C_1 C_2
Continuous evaluation [C_w_2]
The final grade of the module is a weighted average of the individual methods of verification of learning outcomes. The way of verification of students' own work: participation in classes (participation in discussion and solving tasks / problems), case study, project work, presentation.
 C_3 C_4 C_5 C_6
Form of teaching Student's own work Assessment of the learning outcomes
Type Description (including teaching methods) Number of hours Description Number of hours
lecture [C_fs_1]
Lectures combined with discussion and multimedia presentation.
 15
Analysis of the literature on the subject, analysis of the lecture content, searching for examples in practice, independent implementation of the indicated material sections, including the subject literature.
 15 Test [C_w_1]
practical classes [C_fs_2]
Practical didactic classes conducted due to their specificity in smaller groups, requiring specialist software available only in computer rooms. Practical tasks - activating method - work in small groups.
 15
Independent implementation of the material batch indicated in the syllabus and analysis of examples selected by the lecturer, repetition and consolidation of knowledge and skills acquired during the course.
 15 Continuous evaluation [C_w_2]
Attachments
Module description (PDF)
Information concerning module syllabuses might be changed during studies.
Syllabuses (USOSweb)
Semester Module Language of instruction
(no information given)