Content and Copywriting

Both content and copywriting are used as digital marketing strategies and their roles are significant for business in this digital era. While writing skill in these two areas is paramount, other skills related to multimedia and the Web are needed to give immense effects to the reader. This four-credit course is to provide students with values, knowledge and understanding, and skills to develop their competence in content and copywriting. Topics in the course are organized based on the two areas, with content writing in the first-half of semester and copywriting in the second-half of semester. Instructional methods include lecture, discussion, discovery/independent and cooperative learning, and projects. Materials are delivered by the lecturers and practitioners, through face-to-face interactions in class and online mode. Students’ classroom activities include individual, pair, and group works, presentation, and discussion. Evaluation of students’ achievement is based on classroom participation, assignments, a mid-semester project, and a final-semester project.