Creative Advertising and Copywriting | CET Courses

Singapore University of Social Sciences

Creative Advertising and Copywriting (COM259)

Synopsis

In this course, you will be brought through fundamental advertising concepts and how the advertising industry works. You will learn how a successful advertising professional develops a detailed understanding of the target audience and advertisers’ objectives in order to create effective advertisements. From there, there will be hands-on guidance and practice in creating your own advertising creative briefs and copywriting. At the same time, you will also be gain an understanding of the latest online advertising trends and how that shapes the creative production of advertising content.

Level: 2
Credit Units: 5
Presentation Pattern: EVERY JULY
E-Learning: BLENDED - Learning is done MAINLY online using interactive study materials in Canvas. Students receive guidance and support from online instructors via discussion forums and emails. This is supplemented with SOME face-to-face sessions. If the course has an exam component, this will be administered on-campus.

Topics

Purpose of Advertising
How the Advertising Industry Works
Understanding Consumer Behaviour
Forms of Advertising Research
Creative Thinking and Storytelling for Advertisements
Conceptualising the Creative Brief
Effective Copywriting Principles
Copywriting for Print
Copywriting for Radio
Copywriting for Video
Considering Visuals with Copywriting
Online Advertising Trends

Learning Outcome

Discuss the primary objectives of advertising
Examine the various types of advertising
Analyse the role of research in advertising
Evaluate what makes effective advertising
Develop advertising copy across various media platforms
Create original advertising content for various real life scenarios