Course Outline
1. Course Details
Copywriting & Visualization
Course Description
The course discusses the art and science of copywriting as a skill that helps to sell a product or service by convincing the
prospective customers to take action. In other words it is simply like hiring one salesman to reach all your customers at once using
the right copy used on web pages, blog post, ads, brochures and all the promotional material. Copywriting is the underlying force
that gives meaning to the design and wove together laying the foundation for the content marketing, SEO and growth hacks.
Copywriting is the art of converting readers & viewers into customers with compelling storytelling and convincing the need of the
product, highlighting the benefits as glorified features and a must have. It is a journey from the product brief, leading to the big idea,
translation it into creative concepts with effective copy and illustrations until its final layout. The course does not only focuses on
the process of copywriting, it builds an insight for analysis, critique and appreciation.
Course Goal Course Objective SLOs
The course introduces students Students will: Students will be able to:
to the role of copywriter in - Gain an understanding of the ▪ Access the importance of a good copywriter
modern agency system. skills required for a copywriter. ▪ Examine the requirements of a good copy
- Market expectations for a good ▪ Understand the skills required for writing
copy effective copy
The course will introduce the - Introduce various copy devices ▪ Identify the various copy devices as clichés,
rules and different devices used to be used for effective emotive words, exciting words & action words
for copywriting copywriting ▪ Highlight the used of various literary devices
used in copy
▪ To be able to apply the literary devices in their
copy.
The course will assist to create - study different elements of ▪ Examine the characteristics of the different
catchy and attention grabbing copy and its importance elements of copywriting
copy. - Highlight significance of each ▪ Attempt to use the elements to its best use and
element if used correctly. achieve the core purpose of attracting audience
The course will draw students’ - explore the role of visual ▪ Determine the importance of a good copy and
attention towards synchronizing concepts in holistic view with illustration mix
the copy with visuals. the copy mix ▪ Understand design basics for wordy people
The course will engage students - Student should be able to ▪ Evaluate best possible translation of idea into a
in creating creative campaign translate Big Idea into creative concept
concepts concepts. ▪ Translate the concept into creative copy and
visual combination
2. Course Contents
Week Session Topic Readings
SkyWatch
1 Role of Copywriter in modern Bowdery, R. (2008). Copywriting . Switzerland: AVA Publishing SA.
agency
Exploration
2 Rules & Tricks of the Trade Bowdery, R. (2008). Copywriting . Switzerland: AVA Publishing SA.
Sharp Tools
3
Literary devices in copywriting Bowdery, R. (2008). Copywriting . Switzerland: AVA Publishing SA.
Attention Grabber
4 Headlines & Subheads Bowdery, R. (2008). Copywriting . Switzerland: AVA Publishing SA.
Tagline/Brand Slogan
Elements of Copy
Body Copy , Call to Action Sugarman, J. (2007). The Adweek Copywriting Handbook. New Jersey & Canada:
5 John Wiley & Sons, Inc.
Promotions, Warranties &
Guarantees
6 Tangents
How to break through Sugarman, J. (2007). The Adweek Copywriting Handbook. New Jersey & Canada:
John Wiley & Sons, Inc.
Visual Thinking Basics
Visual Concepts
Typography & Type Face
7 Sugarman, J. (2007). The Adweek Copywriting Handbook. New Jersey & Canada:
Fonts & Style
John Wiley & Sons, Inc.
8 Mid-term Presentations
With an Accent
Why Strategy Matters
9
Understanding humans and great Bowdery, R. (2008). Copywriting . Switzerland: AVA Publishing SA.
apes
Big Idea
10 Creative Campaign Concepts Bowdery, R. (2008). Copywriting . Switzerland: AVA Publishing SA.
Interruptions .
11 Writing for specific media Sugarman, J. (2007). The Adweek Copywriting Handbook. New Jersey & Canada:
John Wiley & Sons, Inc.
12 Revision
How to take criticism Sugarman, J. (2007). The Adweek Copywriting Handbook. New Jersey & Canada:
John Wiley & Sons, Inc.
How to bounce back
Refinement
How to make things happen Sugarman, J. (2007). The Adweek Copywriting Handbook. New Jersey & Canada:
13 John Wiley & Sons, Inc.
Design basics for wordy people
Polished Concepts
Beyond the Walls
14 How to get better at anything Sugarman, J. (2007). The Adweek Copywriting Handbook. New Jersey & Canada:
John Wiley & Sons, Inc.
What to do with new found powers
15 Case-studies Presentations
3. Assessment
Marks Distribution
Marks Head Frequency Total Marks
Quizzes 1 10
Mid-Term 1 30
Assignments & Projects 1 20
Final Exam 1 40
Total Marks 100
4. Assessment Details
4.1 Rubric for Assignments & Projects
No. Description Marks
1 Understood the assignment & Followed instructions 2
2 All the copywriting rules applied 2
3 Visualization aspect addressed 2
4 Referencing of Resources 1
5 Presentation skills (content, delivery of content) 3
Total marks 10
4.2 Final Exam
Create a new campaign for a brand. The details and product brief is at the digression of the teaching faculty.
Rubric:
Description Marks
Concept/Ideation 8
Correctness of copy according to brief 6
Literary devices usage in copy 5
Visualization as per brief 5
Overall Copy & image mix 5
Elements of copywriting embedded 5
Produced all12 the deliverables 6
Total 40
