Copywriting

Type of study	Bachelor
Language of instruction	Czech
Code	116-0355/01
Abbreviation	CW
Course title	Copywriting
Credits	5
Coordinating department	Department of Marketing and Business
Course coordinator	Ing. Tereza Prešnajderová, Ph.D.

Subject syllabus

1. Introduction to copywriting.
2. User perception of text. Intergenerational specifics. Target groups and persona.
3. Copywriting perspective of promotional campaigns planning. Title, claim, slogan and cover.
4. Stylistics, semiotics, semantics, linguistic asymmetry, homonymy and homophony. Modern trends in copywriting.
5. Legislative elements of copywriting.
6. Creative creation for print advertising.
7. Creative creation for leaflet and catalog.
8. Creative creation for radio and TV spot.
9. Creative creation for outdoor promotion.
10. Content marketing. Copywriting in online environment.
11. Copywriting and SEO. Web copywriting.
12. Copywriting for banner and PPC advertising.
13. Copywriting in email and direct marketing.
14. Copywriting for Social Media.

E-learning

https://lms.vsb.cz/course/view.php?id=117456

Literature

CHAFFEY, Dave and Fiona ELLIS-CHADWICK. Digital Marketing. 7th ed. New York: Pearson Education, 2019. 576 p. ISBN 978-1-29224-157-9.
KŘÍŽEK, Zdeněk a Ivan CRHA. Jak psát reklamní text. 4. akt. vyd. Praha: Grada, 2012. 220 s. ISBN 978-80-247-4061-4.
SÁLOVÁ, Anna. Kreativní copywriting. Brno: Computer Press, 2018. 264 s. ISBN 978-80-251-4909-6.

Advised literature

ŘEZÁČ, Jan. Web ostrý jako břitva: návrh fungujícího webu pro webdesignery a zadavatele projektů. 2. vyd. Brno: House of Řezáč, 2016. 211 s. ISBN 978-80-270-0644-1.
SÁLOVÁ, Anna et al. Copywriting: pište texty, které prodávají. Brno: Computer Press, 2015. 232 s. ISBN 978-80-251-4589-0.
ŠENKAPOUN, Pavel. Webcopywriting pro samouky. Brno: Zoner Press, 2015. 208 s. ISBN 978-80-7413-176-9.

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