Premier Graphics
& Animation
Work with us
Menu
Studio
OverviewServicesCapabilitiesThe Collection
Institute
OverviewProgrammesCourse libraryHow we teachCareersGuidesFor universities
Journal About Contact Work with us
Media & Strategy · Year 3 · 3 credit hours · 16 sessions

Copy Writing

This course explores the craft of copywriting, from attention-grabbing headlines to persuasive long-form writing. Students learn copywriting principles, structure, proofreading, creative writing, and the psychology behind compelling messages. Emphasis is placed on writing for advertising, branding, digital media, and storytelling.

§ 01 By the end you can
  1. Apply core copywriting principles to create persuasive and impactful messages.
  2. Craft headlines, taglines, and body copy across multiple media.
  3. Structure long copy, short copy, and scripts effectively.
  4. Identify and correct grammar, syntax, and proofreading errors.
  5. Produce creative and strategic written content for advertising and communication.
§ 02 Sixteen sessions

The whole semester.

  1. 01Introduction to Copywriting
  2. 02Role and Function of Copywriters
  3. 03Copywriting Principles and Writing to Sell
  4. 04Attention Techniques and Magnetic Headlines
  5. 05Copywriting Rules and Persuasive Structures
  6. 06Proofreading, Editing, and Grammar
  7. 07Secrets of Effective Copy and Tagline Impact
  8. 08 · MidtermLong Copy vs Short Copy
  9. 09Persuasive Copy Frameworks
  10. 10Script Writing for Media
  11. 11Creative Writing: Satire, Drama, Prose, Poetry
  12. 12Keywords, Word Choice, and Writing Style
  13. 13Understanding Great Writers and Literary Influence
  14. 14Writing Reviews and Critical Analysis
  15. 15Communicating Ideas with Clarity and Creativity
  16. 16Applied Copywriting and Creative Exercises

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Students will produce a multi-format copywriting portfolio demonstrating mastery of persuasive writing, creativity, and clarity.

Deliverables

  1. A set of 3 taglines, 5 headlines, and 5 body copy text for print ads.
  2. A 30-second script for a TVC or digital advertisement.
  3. 1 jingle for a product.

How it’s judged

More in Media & Strategy
Advanced Brand Identity DesignThis master-level course transcends static logo design to explore dynamic, fluid, and multi-sensory brand systems.
Advanced Media Concepts-1This course develops advanced creative thinking skills for digital and print advertising. Students learn how to generate strong conceptual ideas, translate insights into visual communication, and develop cohesive brand messaging across multiple executions.
Advanced Media Concepts-2This course focuses on creating impactful video ads by applying creativity, storytelling, and strategic thinking.
Advertising & Campaign DesignThis studio-intensive course focuses on the visual execution of integrated advertising campaigns. While strategy is discussed, the primary focus is on Art Direction—how to visually translate a "Big Idea" across multiple media channels.
Advertising DesignsThis course focuses on the creative and strategic role of design in advertising. Students explore how design elements, color psychology, typography, and copywriting work together to communicate brand messages across print, electronic, outdoor, and digital media.
AdvertisingAdvertising is the intersection of art and commerce. This course provides a comprehensive overview of the advertising industry, from the "Big Idea" to the final media buy.