The University of the arts

Effective Writing for Digital Content
The University of the Arts

CE 2232C 01 Effective Writing for Digital Content

CE 2232C 01

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Swabreen Bakr



Spring 2018

  • (Mar. 13 to Apr. 12)
  • Tue, Thu 6:00 PM - 9:00 PM
  • 2.00 Credits
  • 2.00 Credits
  • Tuition: $600 / Fees: $40
Writing solid copy is essential to any digital marketing strategy. However, traditional copywriting does not always translate effectively to the digital landscape. New marketing channels created by evolving digital technology require new ways of communication. Learn the techniques to develop and create copy for marketing emails, websites, online advertising, social media, blogs and mobile technologies. By the end of the course you'll have completed several pieces of a digital marketing campaign to start building a portfolio.

NOTE: This course meets on Tuesday evenings, MAR 13 - APR 10, with two Thursday evening sessions on MAR 29 + APR 12. A total of 7 sessions.

Course Overview

The course is a journey from creative initiation of a digital project through completion of content. Using real-world examples, you will create ideas and copy for a variety digital content during in-class assignments, along with developing a complete digital marketing campaign through in home assignments for your chosen topic/brand. We will place a strong focus on strategic marketing and conceptual thinking.

What will you learn in this course?

At the end of this course, you will have developed a complete digital campaign, including website content, emails, blogs, banner advertising, and other digital executions.

What will you do in class?

  • Class discussions
  • Presentations
  • Written Assignments in-class and at home
  • Critiques
  • Hear from guest speakers

What topics will be covered?

  • Introduction to creative writing
  • Selection of brand for home assignments/site assessment
  • Writing for the Web
  • Developing Content
  • Web pages and what it all means
  • Format, form and function
  • Creative brief
  • Emails and banner ads
  • Create a digital marketing piece
  • Social marketing sites: using Facebook, Twitter, and others to your advantage and for your clients
  • Blogs
  • Digital content touchpoints