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Lecturer(s)
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Shurma Svitlana, M.A., Ph.D.
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Course content
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Persuasion and copywriting Focus on the headline Thinking about the addressee Writing to sell Writing for the web Writing presentations Writing for PR Writing marketing emails Creation of content for social networks
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Learning activities and teaching methods
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- Home preparation for classes
- 56 hours per semester
- Participation in classes
- 28 hours per semester
- Preparation for course credit
- 36 hours per semester
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| learning outcomes |
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| Knowledge |
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| describe the objectives of creating a text for target groups |
| describe the objectives of creating a text for target groups |
| explain how text works in discourse |
| explain how text works in discourse |
| define the strategies and techniques needed for the creation of persuasive texts |
| define the strategies and techniques needed for the creation of persuasive texts |
| define different genres and styles |
| define different genres and styles |
| Skills |
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| recognize well-executed advertising and understand why it is strategically compelling |
| recognize well-executed advertising and understand why it is strategically compelling |
| apply the "soft skills" associated with the advertising industry: presentation, persuasion and critical thinking |
| apply the "soft skills" associated with the advertising industry: presentation, persuasion and critical thinking |
| identify techniques for concise and clear writing |
| identify techniques for concise and clear writing |
| evaluate the persuasiveness of your own text |
| evaluate the persuasiveness of your own text |
| create texts for various business communication purposes |
| create texts for various business communication purposes |
| teaching methods |
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| Knowledge |
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| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Text analysis |
| Text analysis |
| Demonstration |
| Demonstration |
| Individual work of students |
| Individual work of students |
| Methods for written tasks (e.g. comprehensive exams, written tests) |
| Methods for written tasks (e.g. comprehensive exams, written tests) |
| Monologic (Exposition, lecture, briefing) |
| Monologic (Exposition, lecture, briefing) |
| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Students working in pairs |
| Students working in pairs |
| Self-reflection |
| Self-reflection |
| Teamwork |
| Teamwork |
| Skills |
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| Text analysis |
| Text analysis |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Individual work of students |
| Individual work of students |
| Self-reflection |
| Self-reflection |
| Teamwork |
| Teamwork |
| assessment methods |
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| Knowledge |
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| Essay |
| Essay |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
| Didactic test |
| Didactic test |
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Recommended literature
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Bly, Robert. The Copywriter?s Handbook: A Step-by-Step Guide to Writing Copy that Sells. New York, 2020.
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Cialdini, Robert B. Influence: The Psychology of Persuasion. New York, 2007.
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Gabay, J. Jonathan. Improve Your Copywriting: A Teach Yourself Guide. New York, 2011.
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Kranz, Jonathan. Writing Copy for Dummies. New York, 2004.
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Munger, Joy. Persuasive Copywriting: Evergreen Copywriting Frameworks and Strategies. New York, 2022.
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