Short Title:Effective Writing for Marketing
Full Title:Effective Writing for Marketing
Module Code:DMKT H3017
ECTS credits: 5
NFQ Level:7
Module Delivered in 2 programme(s)
Module Contributor:Niamh Braiden
Module Description:The purpose of this module is to : • Illustrate the key differences in writing for online vs offline media • Foster a critical understanding of writing for different customer personas • The importance of developing and managing tone of voice •Provide students with the skills geared towards the creation of content which will be distributed across an array of online and offline formats.
Learning Outcomes:
On successful completion of this module the learner will be able to
  1. Identify the characteristics of competent writing and the key differences in writing for online vs offline media
  2. Recognise the needs of specific media and audiences for written information.
  3. Develop skills in writing clear, concise and comprehensible prose.
  4. Produce original written content for various online platforms
  5. Critically analyse writing samples from a variety of media.
  6. Choose a suitable writing style and tone of voice for content in a particular medium aimed at a specific audience.

Module Content & Assessment

Indicative Content
Business Writing Essentials
•Understanding and developing tone of voice • Crafting a clear message • Organising your writing • establishing style consistency, important grammar, spelling, word-usage, mistakes to avoid
Marketing Message Architecture
•Global communication issues •Content Marketing •Developing Audience personas- B2B, B2C, Various segments • Writing with your audience in mind •Gap analysis • Content audit and strategy • Content types and tone
•What is copywriting? •Choosing the right words •Functions of words. •Writing the first draft •Writing and testing headlines •Structuring copy for print vs. online
Writing for the Web
•The language of the web.• Engaging your audience, Creative Writing for the Web • Simple versus Complex Messages • Writing for mobile •Optimising Content •Landing pages •Writing for search engines •Storytelling & Authenticity •Crafting locally relevant content
Compelling Email Copy
•Calls to action •How copy influences open rates and click-throughs •Structure and headlines •Length •A/B testing •Choose the right words for the right audience
Writing for other platforms
•The art of effective blogging •Twitter copy •Business pitches & presentations- scripting and engagement •Press Releases •Infographics
Indicative Assessment Breakdown%
Course Work Assessment %100.00%
Course Work Assessment %
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Practical/Skills Evaluation Students will be presented with a communications brief. They will need to develop audience personas and create content across a wide variety of platforms in order to meet marketing communication objectives. The output will be managed in a blog created by students to collate and share work with their peers. 1,2,3,4,5,6 70.00 n/a
In-class test Class tests will be used during the semester to test students appreciate on concepts presented. Various styles of content will be tested such as microblogging and writing for SEO. 1,3,5 30.00 n/a
No Final Exam Assessment %
Indicative Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

ITB reserves the right to alter the nature and timings of assessment


Indicative Module Workload & Resources

Indicative Workload: Full Time
Frequency Indicative Average Weekly Learner Workload
Every Week 15.00
Every Week 15.00
Every Week 15.00
Every Week 80.00
Recommended Book Resources
  • David Meerman Scott 2011, The New Rules of Marketing & PR, 4th Ed., Wiley [ISBN: 1118026985]
  • Dennis L. Wilcox, Bryan H. Reber ., Public relations writing and media techniques, Boston; Pearson [ISBN: 9780205873340]
This module does not have any article/paper resources
This module does not have any other resources

Module Delivered in

Programme Code Programme Semester Delivery
BN_BDMKT_8 Bachelor of Arts (Honours) in Digital Marketing 6 Mandatory
BN_BDMKT_7 Bachelor of Arts in Digital Marketing 6 Mandatory