BUS 214 - Writing for Marketing and Advertising

Credits: 5
This course aims to build the essential content marketing skills that will enable students to write clear, concise, and compelling messages for a breadth of marketing and advertising collateral. Learn techniques to develop both short-form and long-form copy for traditional and digital media channels, such as direct mail pieces, brochures, sales letters, elevator pitches, press releases, emails, social media posts, blogs, and websites. In addition to learning how to effectively convey a brand’s value proposition through words, students will apply these same techniques toward writing a resume that showcases their own skill sets.
Course Outcomes:

Compare and contrast different types of writing styles.
Explain format, form, and function as it pertains to marketing.
Create short-form and long-form copy packages for traditional and digital media channels.
Write marketing copy for a particular audience or channel.
Create a resume for a target industry.

Course Topics:

Content Marketing
Format, Form, and Function
Long-Form and Short-Form Copy
Printed and Digital Marketing Collateral
Proofreading Marks and Editing Tools
Optimization Strategies
Resumes

LEC Credits: 5
LEC hours per week: 5
Recommended: AENG 100 and/or ENGL 097.
Course Attribute(s): PT Written Communications
OEE Permitted: No
Grading Basis: Graded
Instructor/Department Consent Required: No Consent
CIP Code: 52.0201
Default Section Size/Cap: 25
Quarter(s) offered:

Winter