PLIN052 Copywriting

Faculty of Arts
Spring 2019
Extent and Intensity
0/2/0. 4 credit(s). Type of Completion: z (credit).
Teacher(s)
Bc. Martin Brablec (lecturer), doc. PhDr. Zdeňka Hladká, Dr. (deputy)
Mgr. Dana Hlaváčková, Ph.D. (lecturer)
Guaranteed by
doc. PhDr. Zdeňka Hladká, Dr.
Department of Czech Language – Faculty of Arts
Contact Person: Jaroslava Vybíralová
Supplier department: Department of Czech Language – Faculty of Arts
Timetable
each even Tuesday 8:00–11:40 G13
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 15 student(s).
Current registration and enrolment status: enrolled: 0/15, only registered: 0/15, only registered with preference (fields directly associated with the programme): 0/15
fields of study / plans the course is directly associated with
Course objectives
This course aims to prepare students of philology for the demands of the labour market. The course is led by an expert from this field, the owner of Obsahová agentura, s.r.o., (https://www.obsahova-agentura.cz/), Martin Brablec. Throughout the semester, the students will undergo a comprehensive process of the content creation by the means of simulating a real-life order.
1. In the introductory seminar, the students will learn about the methods of information gathering and the copywriting process for a given client. (The client will be chosen from the field of education, public-benefit corporation or non-profit organization). The course will also cover a practical preparation for a workshop with the client, the selection of suitable methods for information gathering and a test run of how to lead a workshop. The next step will be a meeting with the client’s representatives in the office of Obsahová agentura. The students will participate in a real workshop where they will acquire necessary knowledge for future work and they will learn how to comprehensively process the obtained information.
2. In the following seminar, the students will work with the methods of data analysis for current content - the evaluation of the webpage, social media, email database. The lecture will be co-hosted by Marek Žáček - a specialist and co-owner of Optimio, s.r.o. company specializing in performance marketing, who will lead the students through the process of analysing key words. The students will also learn, in a very practical way, about the creation of brand tonality (unified communication style which reflects the values, vision and goals of the company into the content). The representatives of the client will also be present. The outcome of this lesson will be to map the main points (anchors) for future tonality which the students will subsequently create on their own.
3. Afterwards, the students will make a summary of all the acquired information. They will learn how to set up content hypotheses, they will process the newly gained knowledge about target groups into so called proto-personas (the typical representatives of the target groups who have not been verified by research) and prepare a plan and questions for a consequent research. Subsequently, the students will independently create a content research in target groups - by using questionnaires, in-depth interviews or a focus group. They will then create final personas from the acquired information, which will also include the summary of key needs, concerns and motivations. The students will also verify the possibility to apply tonality on the representatives of the target groups. Based on the results of all the preliminary steps, the students will go through the key steps of strategic planning of content - from the essence of the brand to suitable channels through which the company can communicate.
4. The following seminars will teach students the rules of the key pillars of content and copywriting (web, email, print, ad formats and articles) and they will learn how to apply the outcome of the strategic planning into real life situations. The course will be yet again co-hosted by other specialists from the field - social media senior specialist Lucie Čačalová, who will teach the students the basic rules and principles of how to successfully manage a Facebook page and will also show them the key basics of advertisement planning. The other guest will be Jan Novák, copywriter and analyst from Obsahová agentura, who will teach the students about metrics for assessing the success of content, he will show them how to measure such metrics in real life and he will assist the students in creation of these metrics for a client.
5. In the final presentation, the students will present the results of their semestral work to a client - the outcome of research, the brand tonality, the content plan and content outcomes including measurements.
Learning outcomes
After completing this course, the student will be able to:
- independently acquire and categorize relevant means for copywriting and content creation both from the client and the target group;
- put together an analysis of key words;
- prepare a content strategy including a proposal of brand tonality according to verified methodology;
- create functional texts for webpages, social media, emails and ad materials;
- design the means of measurement and evaluation of content.
Syllabus
  • 1. Introduction to the topic, what it covers, preparation for a workshop
  • 2. Workshop with the client, excursion to Obsahová agentura
  • 3. Content and key words analysis + guest
  • 4. Tone of voice – workshop with the client’s representatives
  • 5. Preparation – target groups vs. personas
  • 6. Research of target group
  • 7. Strategic planning
  • 8. Copywriting in practice I
  • 9. Social media + guest
  • 10. Copywriting in practice II
  • 11. Content analysis and revision + guest
  • 12. Presentation and conclusion
Literature
    recommended literature
  • BOHUŠ, Otto. Pište jako copywriter 1-3 (e-book http://ottocopy.cz/ebook-zdarma)
  • ŘEZÁČ, Jan. Web ostrý jako břitva : návrh fungujícího webu pro webdesignery a zadavatele projektů. Vydání druhé. Český Těšín: House of Řezáč, 2016, 211 stran. ISBN 9788027006441. URL info
  • ŠENKAPOUN, Pavel. Webcopywriting pro samouky : průvodce moderního marketéra a podnikatele po webovém obsahu. Vydání první. Brno: Zoner Press, 2015, 207 stran. ISBN 9788074131769. info
  • JUST, Vladimír. Velký slovník floskulí. Illustrated by Vladimír Renčín. Vydání první. Praha: Rozmluvy, 2009, 352 stran. ISBN 9788073351854. info
Teaching methods
- lectures
- workshops
- practical training
- field research
- homework
Assessment methods
- attendance
- participation on workshops
- final presentation
- fulfilling given tasks and homework
- create a portion of content and final strategy
Language of instruction
Czech
Further Comments
Study Materials
The course is also listed under the following terms Spring 2018, Spring 2020, Spring 2021, Spring 2023.
  • Enrolment Statistics (Spring 2019, recent)
  • Permalink: https://is.muni.cz/course/phil/spring2019/PLIN052