Bachelor of Arts in Copywriting
Communication Studies and Language - Information Studies
Purpose and Rationale
Bachelor of Arts in Copywriting
Purpose:
The Bachelor of Arts in Copywriting aims to equip learners with the knowledge, competencies, and skills necessary for a career in copywriting within areas such as advertising, digital content creation, and brand and corporate communication. The program focuses on developing an understanding of theories and practices related to brand strategy, social media content development, creative processes, design, traditional and digital media, and technology. Learners will engage in context-specific research and learn industry best practices to tackle business, social, and environmental challenges through the development of strategic copywriting solutions that inform, persuade, entertain, instruct, and influence behavior.
Upon completion of the program, learners will be able to apply their comprehensive knowledge to work as copywriters across various fields in business, government departments/entities, or as entrepreneurs. The qualification emphasizes the balance between critical thinking, creativity, and the practical application of theoretical knowledge to real-life situations, adapting to the evolving digital communication landscape and ensuring industry relevance.
Graduates will possess the ability to use collaborative, creative, and strategic problem-solving skills to develop and execute effective communication strategies that address business, social, and environmental challenges. The competencies acquired in this qualification make graduates highly attractive to potential employers by adding significant value to the workplace. Overall, the program is designed to produce professional copywriters with strong creative, ethical, and professional communication skills that are immediately applicable in various employment contexts.
Rationale:
The Bachelor of Arts in Copywriting meets the demand for professionals who can work in multidisciplinary teams to create content, conversations, interactions, and experiences, especially in the digital market. This skill set is scarce within the communication industry in South Africa and Africa. The digital communication landscape is rapidly evolving, with a growing need for skills in social media, as businesses increasingly integrate social media into their strategies. Skills such as search engine optimization (SEO), digital content creation, social media blogging, and copywriting are in high demand.
In South Africa, copywriting has been identified as the third scarcest skill within the Advertising sub-sector of the MICT SETA, indicating a shortage of copywriters. The qualification aims to address this shortage by preparing learners for roles such as creative directors, advertising specialists, copywriters, digital content creators, and more. By developing creative and strategic problem-solving skills, graduates can effectively address business, social, and environmental challenges through communication strategies that are user-sensitive, ethical, and sustainable across traditional and new media platforms.
The program also emphasizes the importance of responsible and ethical communication, as demonstrated by award-winning campaigns addressing serious social and environmental issues. By developing responsible and thoughtful professionals, the program aims to have a positive impact on the economy and society. Industry-specific competencies and skills have been identified through research and consultation with industry experts, ensuring that graduates are equipped with the necessary skills to excel in various roles within the communication industry.
Career Opportunities:
- Copywriter
- Author
- Creative Director/Art Director
- Digital Content Creator/Manager
- Online Editor
- Social Media Content Producer
- Social Media Community Manager
- Search Engine Optimization (SEO) Specialist
- AdWords Specialist
- Corporate Communication Specialist
- Paid Search Specialist
- Professional Blogger
- PR Consultant
- Publisher
- Multimedia Journalist
Outcomes
- Apply appropriate processes, theories, principles, and skills to conceptualise, visualise, craft, and communicate innovative, strategic, and holistic copywriting solutions that are legally, ethically, and professionally sound.
- Conduct research to evaluate and respond to copywriting-related communication problems situated within given contexts with empathy for, and cultural sensitivity towards, intended target audiences.
- Collaborate and communicate effectively and professionally as a copywriter within teams.
- Develop and position a unique personal brand within the broad professional and entrepreneurial context of copywriting and brand communication.
- Select and apply appropriate digital technologies as part of the creative copywriting processes.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Apply the creative process to conceptualize, visualize, and craft innovative copywriting solutions.
- Demonstrate awareness and consideration of legal and ethical requirements in copywriting.
- Utilize industry-standard software and technologies to develop copywriting solutions.
- Explain how the creative execution of a copywriting solution supports a communication strategy.
Associated Assessment Criteria for Exit Level Outcome 2:
- Evaluate the nature and context of a copywriting challenge presented in a creative brief.
- Interpret market research and data to inform copywriting solutions.
- Research appropriate media channels to support brand communication strategies.
- Consider social, political, cultural, and other factors that impact copywriting solutions.
- Understand the importance of a user-centered approach in copywriting.
Associated Assessment Criteria for Exit Level Outcome 3:
- Understand the roles of copywriters and art directors in developing communication solutions.
- Construct holistic solutions based on research, individually or collaboratively.
Associated Assessment Criteria for Exit Level Outcome 4:
- Critically evaluate and curate creative work in terms of strategy, concept, and execution.
- Create a portfolio showcasing a personal brand and unique creative direction.
- Develop a personal style based on strengths.
Associated Assessment Criteria for Exit Level Outcome 5:
- Utilize suitable software for the creative copywriting process.
- Create communication outcomes comprising images and text.
- Apply photography, videography, and sound techniques in copywriting content creation.
- Demonstrate technical knowledge in drafting specifications and briefs for production teams.
Qualification Details
- Type
- National First Degree
- NQF Level
- 07
- Min. Credits
- 360
- 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.