Introduction to copywriting for brands

The emphasis is on conceptual thinking and crafting, where students will learn how to communicate more effectively through the craft of writing.

In copywriting for brands, the student will unpack briefs, find a clear and relevant brand promise, apply in-depth conceptual and strategic thinking skills, generate focused ideas, produce multiple concepts and craft final executions.
This is an interactive programme, where students will constantly improve and learn their own processes and apply their skills in communicating brands more effectively.

Entry criteria:

After the successful completion of the introduction to copywriting for brands short course, or where a student shows writing and conceptual ability through industry experience and/or a sound portfolio, students will be accepted into the copywriting for brands short course.

Learning unit 1
Conceptual skills to produce multiple ideas against a brief.
Conceptual thinking skills in brand communications.
Apply an understanding of the relation between verbal and visual elements within brand communications.
Interpret complex creative briefs.
Strategic intent (message) in brand communications in relation to concept.
Produce scamps.
Principles and requirements of print, radio and television advertising.

Learning unit 2
Principles and requirements of alternative media.

Learning unit 3
Principles and requirements of social media and online writing.

Learning unit 4
Discuss and apply the principles of integrated brand campaigns.

Learning unit 5
Apply conceptual thinking skills in preparing an industry-reading portfolio.
Produce a sound writing portfolio.
Understand and apply different styles of writing in creative brand communications.

Date: 20 August 2012 to 22 October 2012
Time: 17:30 - 20:30
Venue: 16 Imvubu Park Place, Riverhorse Valley, Durban
Cost: R10400