Course Topics
Block 1 Name: Writing for Marketing and Advertising
Topic 1. Promotional copy-writing. Essential vocabulary for marketing. Street and guerrilla marketing. Writing workshop: a promotional text. Back to basics: singular / plural nouns; subject-verb agreement.
Topic 2. Writing advertising copy. Essential vocabulary for advertising and branding. Analyzing print advertisements. Ad-busting. Back to basics: accuracy in written English; use of articles, a/an and the. Writing workshop: body copy for a print advertisement.
Topic 3. Slogans and taglines. Back to basics: words with several meanings. Writing workshop: advertising slogans.
Topic 4. Advertorials. Back to basics: spelling and punctuation (incl. British and American spelling). Writing workshop: an advertorial.
Block 2 Name: Writing for PR
Topic 5. Essential vocabulary for PR. Emails. Summarizing. Back to basics: Redundancy, formal / informal registers.Writing workshop: a business email.
Topic 6. Articles and feature articles. Writing effective paragraphs and topic sentences. Back to basics: English sentence structure; nouns v. verbs. Writing workshop: a feature article.
Topic 7. Press releases. Back to basics: review of verb tenses. Writing workshop: a press release.
Topic 8. Blogging and micro-blogging. Back to basics: false friends. Writing workshop. A blog post.