What is the course about?
The course will introduce you to the basic elements of copywriting using examples and practical exercises.
Alison has worked as a copywriter, editor and producer for 20 years. Starting her career at The Tokyo Journal she swapped journalism for advertising, creating hundreds of promos, commercials and billboards for broadcasters such as News Corp, the National Geographic Channel, MBC and Sky. Having lived in Japan, Hong Kong, Dubai and South Africa, Alison has shaped words and ideas to connect with different cultures and audiences, garnering Promax awards including World Gold in New York for Best Campaign.
Build reserves the right to change course tutors from those advertised in this outline. In line with our refund policy we are unable to grant a refund on the grounds of a change of tutor.
What will we cover?
We will explore and practice the skills needed to write good copy and content. This will include writing for print and for the web as well as various media including letters, newsletters and websites. You will learn the differences between print and digital, long copy and short copy and the importance of a good headline, a good brief and doing your research.
What will I achieve?
By the end of this course you should be able to...
Have an understanding of the different types of copy – web, print, long and short copy etc. Have a working knowledge of the basic principles of copywriting and be able to apply these to print and digital media. Know the importance of a good headline and how to set about writing one. Understand the importance of research and the value of a good brief.
What level is the course and do I need any particular skills?
You should have a good standard of English grammar and spelling. You don’t need to have had any copywriting experience. Please note: while the tutor will share his own experiences and offer general advice where appropriate this course does not offer specific information on how to get into the business.
How will I be taught, and will there be any work outside the class?
Powerpoint slides will be used to demonstrate the basic principles of good copy and to illustrate examples of good and bad practice. Each session will include information and written exercises and class discussion with feedback after each section. There will be additional information online.
Are there any other costs? Is there anything I need to bring?
You won’t need any special equipment. You can work on laptops and tablets if you prefer, but for some exercises you may need paper or notebook and pencils or pens.
When I've finished, what course can I do next?
Build offers a range of business-related writing courses. Search 'business writing' on our website to find the perfect course to support your career.
All students are invited to join us at Build Talks Back, our monthly performance night for Build writers. Everyone is welcome, admission is free and there's no need to book in advance. Students are also encouraged to submit to Between the Lines, our annual anthology of creative writing. For the latest news, courses and events, stay in touch with the Department on and Twitter.
General information and advice on courses at Build is available from the Student Centre and Library on Monday to Friday from 12:00 – 19:00.
See the course guide for term dates and further details