Knowledge

The student...

has broad knowledge of the role language plays in the development of market communications solutions
has extensive theoretical and practical knowledge about the creative, linguistic and dramaturgical techniques such as hard sell, soft sell and problem/resolution in development of texts for advertising and other marketing communication forms
knows the research and development within the field of copywriting and is able to update the knowledge in the field

Skills

The student...

can develop texts to various print-, network- and ether media in order to inform and influence audiences, sell goods and services and develop brands
be able to present and advocate solutions to customers

General competence

The student...

has the competence to consider the text as a communications strategic tool
should be able to convey theories, issues and solutions within the text field both written and oral

Subject description 7055

Copywriting