In general terms, copywriting is the process of writing marketing/persuasive texts that encourage people to take specific actions. There is nothing wrong with this definition—it is exactly as it should be, but the reality is slightly different.

In fact, copywriting is the art of mastering and skillfully using words. A copywriter is the mediator between a brand and its customers. It is the copywriter who conducts the communication on which the brand's future is built.

After completing the course, you will have enough knowledge to master one of the most in-demand professions and test yourself in a new field.

What will you learn with us?

• The basics and essence of copywriting
• Understanding the brand as a person
• Principles of working on a brief
• You will write a lot, and then some more
• Creative writing techniques and tricks
• The specifics of working in an agency
• Adapting copy to different platforms
• Tips on finding employers and how to communicate with them

Who is the course for?

The course is designed for people interested in the advertising field, social media managers, marketers, and those who have always been told, “You should write.”

About the course

The online course consists of 8 lectures, where we cover all aspects of copywriting, and the final session is dedicated to the final exam.

• Receiving the exam brief
• Presenting your final project

Course length: 2 hours per session (20:00-22:00), each lecture is recorded.

Online learning

• Sharing of recorded lectures
• Screen sharing
• Opportunity to communicate with the instructor
• Course provider: Green Technology and Innovation Hub

Discount for students: 25% discount (advance contact required)

Syllabus

The teaching method is based on the "learn/teach" principle, which is one of the most important factors in gaining and applying unique knowledge in non-formal education.

Lecture 1 – What is Copywriting?

• Which came first, the word or the copy?
• Writer vs. Copywriter
• How do you become a copywriter?
• Assignment

Lecture 2 – Brand and Copywriter

• The brand is a person too!
• Who is the brand talking to?
• What is TOV (Tone of Voice) and why is it important?
• Copywriter as the brand's voice
• Assignment

Lecture 3 – Brief and Insight

• What is a brief?
• What is insight?
• How do we gather information?
• Storytelling: how to tell an engaging story?
• Assignment

Lecture 4 – Saying a lot with fewer words

• Copywriting formulas
• A short overview of UX/UI copywriting
• Call to Action (CTA)
• Assignment

Lecture 5 – Communication Channels

• Digital channels and their specifics
• Which hat does the copy wear? – How to write according to format (Facebook, Instagram)
• How do brands utilize different platforms?
• Assignment

Lecture 6 – Script

• How to write a script?
• Working on a brief
• Framing shots
• Practical exercise
• Assignment

Lecture 7 – Useful Tips

• A short overview of SEO copywriting
• The email that no one will delete
• A few things about blogging
• How to create a copywriter's portfolio?
• Where to find employers and how to contact them?
• Final assignment

Lecture 8 – Final Project

• Review of the final project
• Course summary