About the course

This is an introductory course aimed at people interested in starting a career in advertising, and Swedish and non-native English copywriters beginning to do more professional work in English.

The course explores copywriting in its broadest definition: Writing commercially, the importance of tone of voice, branding basics, marketing and campaign concepts. The course emphasizes crafting effective copy that works well for global audiences in global channels.

 Listen to course director Mark Du Bois when he describes the content of the course. 

Course content

  • 10 chapter units for self-study, approx one chapter every 10 days.
  • 10 assignments offering intensive practice of each chapter’s theme.
  • Each assignment requires between one and three pieces of writing.
  • 10 detailed feedbacks from course tutor.
  • Course literature.

The course aims to help students develop skills and awareness of how to write strong copy, in a language not their own, for an international audience. 

 

Course chapters and themes

  1. What is copywriting?
  2. Language usage and tone
  3. The writing process: Do’s and don’ts
  4. Universal elements of communication
  5. Brands
  6. The Concept
  7. Choosing the right channel and angle
  8. Images and headlines
  9. Radio, film, TV
  10. What is copywriting?

Course Director
Mark Du Bois, teacher and freelance copywriter

Course format
Independent readings and analysis of ads
Independent preparation of writing assignments
One-to-one feedback on assignments

Course Literature
Ogilvy on Advertising, by David Ogilvy

Hey Whipple, Squeeze This: A Guide to Creative Advertising, by Luke Sullivan

The Copywriter's Handbook, by Robert W. Bly 

Admission requirements and application

You must have finished high school or equivalent level of education. Your application holds a short description of yourself where you motivate why you're applying to this particular course, as well as a breakdown of your previous education and work experience. Students are expected to have good English writing and reading skills and excellent study habits