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COM 57 — Copywriting for Effective Marketing Communications

Quarter: Winter
Day(s): Thursdays
Course Format: On-campus
Duration: 8 weeks
Date(s): Jan 18—Mar 8
Time: 6:30—9:00 pm
Drop Deadline: Jan 31
Unit: 1
Tuition: $570
Instructor(s): J. Cafesin
Limit: 30
Status: Open
6:30—9:00 pm
Jan 18—Mar 8
8 weeks
Drop By
Jan 31
1 Unit
J. Cafesin
Copywriting is marketing with words. Unlike writing fiction or industry nonfiction, copy content is always selling, and should not only entertain but also motivate an action on the part of the viewer.

This course will begin by examining the foundation, purpose, and objective of copywriting. We will review marketing fundamentals to uncover what motivates people to act, and how to apply psychology and sociology to guide the direction and content of your advertising campaigns. Marketing your company to another (B2B), or selling to consumers directly (B2C), we will explore copywriting techniques for crafting compelling headlines, taglines, web ads, videos, elevator pitches, resumes, social media marketing (SMM) content, and more. You will learn to create tweets and online updates with impact, and calls to action (CTAs) that motivate response—get more clicks. You will discover how to develop websites for marketing campaigns that incorporate arresting visual design with effective copy content. We will review copywriting grammar and editing best practices to correct common mistakes before publishing. You will develop storytelling methods to produce content marketing that keeps readers engaged.

By the end of this course, you will have gained the knowledge to conceive and write advertising and marketing copy content that grabs attention, communicates succinctly, generates interest, and gets response.

J. Cafesin, Founder, Target Media Design; Co-Founder, Smart Mail Builder

J. Cafesin is a creative director and marketing communications specialist. Her clients have included Six Flags, Southland Associates, The Learning Company, CA Technologies, Genentech, CBS, NBC, 1st Nationwide Bank, and HP, among others. She is also a social advocacy blogger and a romance and science fiction author.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.