Advanced Diploma in Copywriting
Communication Studies and Language - Literature
Purpose and Rationale
Qualification Overview
The Advanced Diploma in Copywriting aims to provide learners with a deep understanding of theory, practice, and trends in selected subfields of creative brand communications. It focuses on conceptual writing for commercial brand purposes, preparing students for a dynamic and evolving industry landscape.
Purpose
- Develop a specialized understanding of current theory, practice, and trends in creative brand communications.
- Provide theoretical and applied knowledge through essays, assessments, and real-world scenarios.
- Test, evaluate, and enhance critical knowledge and theoretical competency in practice.
- Equip learners with skills in digital online content management and creative strategy.
- Address the evolving role of Copywriters in the industry and ensure students are well-prepared for the workplace.
Rationale
- Prepare learners for the future where Copywriters are strategic thinkers, content developers, and idea incubators.
- Focus on brand storytelling and thinking beyond traditional mediums.
- Encourage questioning of the status quo and finding stories in everyday life.
- Produce industry-ready, internationally well-rounded conceptual Copywriters who are highly employable.
Outcomes
- Function effectively in the workplace as an integrated conceptual Copywriter within the marketing communications industry.
- Solve complex brand and/or product problems through advanced strategic and writing skills.
- Debate the role of and provide a platform for future Copywriters through in-depth research and the application of advanced problem-solving skills.
- Launch and manage a successful start-up communications agency.
- Implement creative analytical skills to produce multiple ideas and concepts based on insights gained from the analysis of a strategic brief.
- Interpret various brand problems to produce strategic brand communication solutions across media platforms.
- Critically evaluate customer behaviour and user journeys in a digitally-driven world.
- Identify and differentiate between the various media channels and the consumer's relation to these, including traditional, digital, social media and alternative media.
- Analyse and interpret client briefs, and generate multiple conceptual solutions across a variety of platforms.
- Evaluate and assess the role of a Copywriter within a creative team.
- Compose brand stories and content strategies that communicate a single-minded message across multiple platforms.
- Generate business communication solutions across a variety of platforms to Small Medium Enterprises (SME) businesses.
- Implement entrepreneurial and visual skills to set up a successful small to medium enterprise.
- Use design skills to generate integrated conceptual solutions to SME businesses.
Assessment Criteria
Associated Assessment Criteria:
- Define marketing communications and demonstrate knowledge of different marketing approaches, orientations, and roles in organisations.
- Assess the current environment and marketing opportunities by considering the competition, designing a strategic brand analysis, and target market profile.
- Apply these tools practically to a selected brand. Set meaningful brand objectives.
- Write a concise user journey. Use advanced analytical and insights tools when addressing a given brand problem.
- Interpret and evaluate consumer behaviour to generate user journeys.
- Write a brand positioning based on research, ingrained in target market insights.
- Describe at least one Copywriter or Content Expert and their creative processes.
- Identify the strengths of strategic thinking to solve a complex brand problem.
- Illustrate conceptual ability by creating a journal. Create a visual representation outlining individual conceptual processes and align this with a given brand problem.
- Identify the role of creative strategists and its relation to Copywriting.
- Interpret target market insights and how these can be used when creating a brand strategy. Generate a creative strategy based on research, insights, and analytical and conceptual processes.
- Resolve a given brand problem by writing a creative strategy that transcends media. Propose future recommendations based on the above research.
- Recognize various content types and the communication objectives it can fulfill. Describe the importance of brand stories and develop the tools to communicate these effectively.
- Identify the brand's target audience. List what types of content the target audience consumes and what content they are looking for. Create content themes that talk to the target audience while aligning with the brand positioning.
- Evaluate the value of created and curated content and when to utilize these. Describe user journeys and how these influence channel planning.
- Identify traditional media platforms. List the benefits of using traditional channels, including Television (TV), Radio, Print, and Outdoor. Plan and generate strategic communications for these channels by solving a given brand problem.
- Develop a strategic brand story that translates successfully into traditional media channels.
Integrated Assessment:
- The method of assessment is varied based on the module purpose, learning outcomes, and teaching approach.
- Each module has Formative Assessments to ensure outcomes are met through tests, essays, projects, and presentations.
- Summative Assessments include a Brand Challenge project, individual research assessments, and portfolio curation.
- Work Integrated Learning (WIL) requires students to spend four weeks in a communication environment to apply knowledge practically.
- WIL experience is integrated into individual assessment proposals.
Qualification Details
- Type
- Advanced Diploma
- NQF Level
- 07
- Min. Credits
- 120
- SAQA Source
- More Information
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This page includes information from the South African Qualifications Authority (SAQA) . Builtneat Pty Ltd trading as Study Start, has modified all or some of this information. SAQA has not approved, endorsed, or tested these modifications.