IIE Digital Communication and Copywriting - (Distance)

Admission requirements

This short learning programme does not have any formal admission requirements.

Who should complete the course?

• Anyone with a passion for writing and storytelling, combined with an interest in the world of branding and digital communication.
• Traditional writers and communication specialists seeking new career and freelance opportunities in copywriting and digital content writing.
• Designers, business owners or entrepreneurs wanting to develop specialist writing techniques for digital content creation.
• Anyone anyone interested in learning the processes of strategic problem-solving and conceptual creative communication

Curriculum

This short course covers:

• The evolution of copywriting in the world of digital communication.
• The unique characteristics of copywriting and content writing.
• Consumer behaviour and digital user characteristics.
• Insights and human truths in online audiences.
• Strategic key messaging for creative solutions.
• Creative processes, design thinking, and conceptualisation.
• Writing techniques to persuade audiences and encourage action.
• Techniques in writing for various digital channels.
• Writing skills for social media platforms.
• Writing long-form content with basic SEO principles

Course Outline:

Introduction to Copywriting and Digital Communication

• Copywriting in a digital world.
• The logic behind the creative solutions: strategic thinking.

Insights and Creative Thinking

• The emotions behind the words: insights and consumer behaviour.
• Conceptual communication and the creative process.

Writing to persuade and reward

• Fundamentals of writing to connect with audiences.
• Practical copywriting techniques.

Writing for Digital Media

• Copywriting for social media.
• Writing for digital content and introduction to SEO.

Career opportunities

• Freelance copywriter
• Freelance digital content creator
• Advertising agency copywriter
• Social media writer
• Blogger
• Content strategist
• Digital marketer
• Digital strategist
• SEO writer

Teaching and Learning strategy

This short course features:

• A Learn Management System that leads students through the content, prescribed readings, additional resources, activities, and projects.
• Instructors with subject expertise and industry experience.
• Weekly synchronous live sessions with the instructor from 18:00 – 19:30 for 8 weeks.
• A distance success navigator to support students throughout the learning journey.
• Access to the distance information centre.

Assessments

There are no written on campus examinations for this course.

The course is assessed through:

• Two scheduled practical projects to be completed individually and submitted on the Learn Management System.
• Weekly automatically assessed activities and quizzes.