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  • Berkeley Global

Copywriting Communications for Marketing Professionals

BUS ADM X417.9

24946165
Delivery Options Online

In today’s rapidly evolving digital landscape, the ability to craft compelling, strategic copy is more than a useful skill—it’s a vital tool for influence, engagement, and competitive advantage. Effective copywriting goes beyond delivering information; it persuades, inspires, and drives action across a wide range of marketing platforms and channels. Whether you're communicating through web content, email campaigns, or social media, mastering the principles of copywriting empowers you to cut through the noise and create meaningful, lasting connections with your audience. 

Course Outline

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Course Objectives

  • Discover effective methods and practices for creating copy content that generates response. 
  • Define copy structure and copywriting needs across various promotional material across media, from advertising to sales collateral to direct mail/email to social media.
  • Examine how to break copy content into manageable components (copy blocks).
  • Discover the art (as well as tricks and tips) of writing great headlines.
  • Explore editing methods, as well as how to revise copy content to increase response rate.
  • Develop and create an integrated marketing campaign with three components, for use in a professional portfolio. 

What You'll Learn

  • General copy principles
  • Copywriting steps
  • Headlines that work
  • Creative briefs
  • Direct mail
  • Advertising
  • Visual elements
  • Writing for the Web
  • Press Releases 

How You Learn

  • Lectures
  • Discussion
  • Group exercises
  • Individual assignments
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Sections

Section 021

Sep 03 to Oct 01

Type: Live Online

Instructor:

  • Patricia Smith

Cost: $850.00

See section 021 Details

Type Live Online

Days

W

Time

6:00PM to 9:00PM Pacific Time

Dates

Sep 03, 2025 to Oct 01, 2025

Location

Live Online

Schedule and Location

View Details

Instructional Hours

15.0

Location

Live Online

Delivery Options

Online

Available for Credit

1 semester units

Section Notes

Students will receive access to the course in Canvas on the course start date.  Zoom meeting information will be emailed to enrolled students before the first class meeting and posted to the announcements page in Canvas.

Fall 2025 enrollment opens on June 16!

This course applies to the following programs:

Certificate Program in Marketing

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Core Courses

  • Marketing Management
  • Marketing Research: Concepts and Techniques
  • Marketing Strategy
  • Social Media Marketing Strategies
  • Strategic Marketing Analytics

Electives

  • Copywriting Communications for Marketing Professionals
  • Digital Marketing
  • Managing Product and Go-to-Market Strategies
  • Marketing Analytics Tools and Technologies
  • Marketing Data Visualization
  • Strategic Brand Management

Learn More About This Program

Notes

Departmental contact: extension-business@berkeley.edu

Instructional Types

Live Online
Live Online courses provide an interactive learning experience with scheduled synchronous online sessions held via Zoom video conferencing (Pacific Time). Learn more about the Live Online format.
Online, Start Anytime
Continuous enrollment course begins when you enroll. You have a minimum of 90 days and a maximum of 180 days to complete the course.
Online, Fixed Date
Enroll in this course by its start date and complete it by its specified end date. There are no live sessions, but plenty of opportunities to collaborate with your classmates and instructor.
Classroom
Take classes in-person at one of our buildings or partner locations.

English Language Proficiency Requirements

All of our courses are taught in English. If English is not your first language, please use the following test scores as guides in order to be successful:

  • TOEFL: 90
  • IELTS Academic Format: 7
  • DAAD: C1
  • TEM-4 or TEM-8: Level 70
  • Duolingo: 125

Note: You do not need to submit test scores.

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The University of California, Berkeley, is accredited by the Western Association of Schools and Colleges (WASC). UC Berkeley Extension—like all other UC Berkeley schools, colleges and departments—is accredited by WASC through the University.

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Course Fee

Patricia Smith

Patricia Smith, M.J., is a senior corporate communication executive with 30 years of experience. Prior to establishing Patricia Smith Communications, a corporate training firm, she served nine years as communications director for Kaiser Permanente. Previously, she served in top communication positions with GE Financial Services, Bank of America, Blue Cross, Xerox Financial Services and Transamerica. Smith teaches business communication at several colleges and universities in the Bay Area.

BUS ADM X417.9 - 021 - Copywriting Communications for Marketing Professionals

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