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  • Berkeley Global

Copywriting Communications for Marketing Professionals

BUS ADM X417.9

24946165
Delivery Options Online

Learn to create effective content marketing copy for documents, online advertising, websites, e-blasts, direct mail and more in this project-based seminar. Explore copywriting best practices across all mediums, including print, online and video. Develop the knowledge to write powerful headlines and compelling copy content. Discover how to generate a Call-to-Action (CTA) that engages and motivates response. Investigate analytic options that offer meaningful feedback on your writing. Conceptualize, create and revise a marketing campaign that you present to the last class as a professional portfolio piece.

Course Outline

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Course Objectives

  • Discover effective methods and practices for creating copy content that generates response
  • Define copy anatomy, and copywriting needs across various promotional material from business communications to websites
  • Examine how to break copy content into manageable components with a creative brief
  • Identify elements of an effective elevator pitch, to practice writing clear, concise prose with few words
  • Discover the art (as well as tricks and tips) of writing great headlines
  • Learn storytelling techniques in long (body) copy to increase reader engagement, and motivate them to act
  • Explore editing methods and options, as well as how to revise copy content to increase response rate
  • Discern how to incorporate effective visual design with copy content
  • Develop and create a marketing campaign with [at least] three components, for use in a professional portfolio


What You'll Learn

  • Basic anatomy of an ad
  • Branding, positioning, messaging and strategy in copywriting
  • Tools to control prose in marketing documents
  • Creative briefs
  • Writing effective headlines
  • Writing clear, concise prose
  • Calls to action
  • Subheads
  • Body copy
  • Effective direct mail pieces
  • Brochures
  • Visual design elements and considerations
  • Constructing your portfolio

How You Learn

  • Lectures
  • Assignment workshops
  • Group interactive sessions
  • Individual exercises


Is This Course Right for Me?
This course is for professionals interested in strengthening existing skills, building a portfolio, and learning techniques and approaches to writing persuasive and effective copywriting communications.

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Sections

Section 012

Mar 09, 2021 to Apr 06, 2021 Live Online

Course Fee(s)

Course Fee credit (1 units)

$795.00


Type Live Online

Access classroom-style interactive learning from anywhere in the world! Attend scheduled online sessions with your instructor and classmates in addition to completing your coursework.

Live Online format allows you to take classes from anywhere with an internet connection. Classroom sections will be taught in this format through Spring 2021. Learn more about this format.

Beginning August 15, 2020, you must have a Zoom account to participate.

Many schools are now accepting transfer credit for online coursework, including health and sciences programs. Check with your institution before enrolling.

Days

T

Time

6:00PM to 9:00PM Pacific Time

Dates

Mar 09, 2021 to Apr 06, 2021

Schedule and Location

View Details

Instructional Hours

15.0

Delivery Options

Online

Available for Credit

1 semester units

Instructors

  • Patricia Smith

Section Materials

  • Textbook (Mandatory) The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells by Robert W. Bly © 2006 Holt Paperbacks 3 edition ISBN 9780805078046

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
  • SEO Fundamentals and Business Applications
  • Strategic Brand Management
  • Strategic Marketing Planning

Learn More About this Program

Notes

Departmental contact: extension-business@berkeley.edu | (510) 642-4231

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Berkeley, CA 94704-7000

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BUS ADM X417.9 - 012 - Copywriting Communications for Marketing Professionals

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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.

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