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Copywriting: Basics, Advertising Copy, Trends in Art and Design


Department of Information and Communications Technology
Enrollment in this course is by invitation only

Course Overview

Every business needs an effective copy to drive sales. In this course, you will learn how to create effective and compelling copies to gain awareness, generate interest, create desire and get consumers to take action.

What You Will Learn

At the end of this course, you will be able to:

  • develop an understanding of the basics of copywriting
  • create effective copies and compelling content
  • write powerful and persuasive copies for ads
  • create effective copies that complement the visuals

Course Instructor

Course Staff Image #1

Chris Evert Resurreccion

Subject Matter Expert


Course Content

Week 1: Copywriting Basics

14 Videos | 2 Activities

14 Videos

  • Welcome to the course!
  • Etymology of ‘Copy’
  • Definition of copywriting, brilliant copywriting and copywriter
  • Ten Types of Copywriting
  • Slogans and taglines
  • Sample ads with creative copies
  • The why behind understanding your product
  • Steps on how to understand your product
  • The 4C's
  • PAS
  • AIDA
  • FAB
  • 4P's
  • Summary

2 Activities

  • Recall Activity
  • Exit Assessment

Week 2: Effective Copywriting

4 Videos | 2 Activities

4 Videos

  • Elements that make copywriting great
  • Frameworks for writing effective copies
  • Six Important copywriting rules
  • Summary

2 Activities

  • Recall Activity
  • Exit Assessment

Week 3: Crafting the Advertising Copy

16 Videos | 2 Activities

16 Videos

  • The Big Idea Defined
  • How to Generate the Big Idea
  • What is a CTA?
  • How to Write Compelling CTAs
  • What is a USP?
  • How to Write Your USP?
  • Brand Voice Definition and Importance
  • How to Develop Your Brand Voice
  • How to Identify Your Target Market
  • The Buyer Persona
  • Steps on How to Write Copies for Ads
  • Headline Definition and Sample Ways to Start the Headline
  • Testing Your Copies
  • Things to Consider When Editing Your Copy
  • Things to consider in editing your copies
  • Summary

2 Activities

  • Recall Activity
  • Exit Assessment

Week 4:Complementing Your Visuals with Copies

6 Videos | 2 Activities

6 Videos

  • Sample advertising techniques for your ads
  • Definition of Creativity
  • Share a Coke Campaign
  • Study from Harvard Business Review
  • Places Where photos add value to your copy
  • Key Takeaways

2 Activities

  • Recall Activity
  • Exit Assessment
  1. Course Number

    DICT-DM003
  2. Classes Start

    TBA
  3. Estimated Effort

    2 hrs./week (8 hours)
  4. Price

    Free