Copywriting: Introduction

This course can be taken as part of the UBC Micro-certificate in Writing Skills for Digital Content: Copywriting and Content Marketing or as a standalone course.

Learn the art and craft of persuasive writing, a skill that evolved from classic print, TV and radio advertising. Explore the approaches and techniques used to write copy that motivates people to take an action. Gain key skills in writing for ads, promotional materials, web homepages and landing pages, email and social media.

Start with understanding why people buy and consumer behaviour. Look at ways to define and segment your audience, and turn product features into customer benefits. Work on your storytelling skills, and understand how to develop a brand voice and tone.

Practise writing effective headlines and ads by tapping into peoples' needs. The last part of the course focuses on writing for different media, including websites, social media and email.

Many participants use the course assignments and exercises to create samples for their portfolio. As well as the opportunity to share “spec' (or sample) work with your peers for feedback, you will also get tips on creating an effective online portfolio and selling your services as a freelancer.

This textbook is recommended, but not required for the course: Felton, George. Advertising: Concept and Copy, 3rd Edition

Consider Writing for Content Marketing if you’re interested in writing high-value content that’s informative, relevant and useful — blogs, articles, newsletters, ebooks, video scripts, white papers and more — for brands and organizations. If you would also like add professional-level web writing skills to your skillset, consider Writing for the Web and Digital Media.

Course outline

Week 1: Introduction and Product Research

Week 2: Consumer Behaviour and Market Segmentation

Week 3: Strategic Approaches and Developing a Creative Brief

Week 4: Telling Stories and Combining Words and Images

Week 5: Voice and Tone

Week 6: Writing Headlines

Week 7: Writing for the Web

Week 8: Writing for Social Media and Email Marketing

How am I assessed?

This course is marked complete/incomplete, and is based on your attendance and participation. Your instructor provides you personalized feedback on the assignments you hand in.

Record of completion

A record of completion will be emailed to students who participate and satisfy the course requirements within two weeks of the course end date. Course completion means 80% attendance and/or 80% completion of mandatory assignments.

Expected effort

Expect to spend 3–4 hours per week completing readings, exercises and assignments, and participating in online forum discussions.

Technology requirements

To take this course, you’ll need access to:

• an email account
• a computer, laptop or tablet under five years old and using Windows or macOS
• the latest version of a web browser (or previous major version release)
• a reliable internet connection.

Course format

This course is 100% online and instructor supported. Course work is done independently and at your own pace within deadlines set by your instructor. A new module is released each week. Log in anytime to your course to access the lessons as they become available.

Materials will be available in Canvas for three weeks after the course ends, after which time you will no longer be able to access the course.