Copywriter

TEACHING UNIT 1. WHAT IS A BRAND? DEFINITION AND COMPONENTS 1. What is a brand? 2. Nature and structure of the brand TEACHING UNIT 2. THE BRAND CREATION PROCESS 1. Strategic Planning 2. Brand Value: Brand Equity 3. Corporate Brands and Product Brands TEACHING UNIT 3. THE BRAND AND ITS COMMUNICATION 1. Traditional Methods of Communication 2. The Brand in the Online Environment 3. Visual Communication TEACHING UNIT 4. BRAND STRATEGIES AND MANAGEMENT 1. Brand architecture model 2. The brand manager as a manager 3. Brand meaning management – brand identity 3.0 4. Storytelling 5. Branded content and product placement 6. Personal branding—how to create your own brand 7. Other manifestations—cool hunting, insight detection 8. Packaging 9. Merchandising: the brand transformed into a product 10. Technology information services of the OEPM COURSE UNIT 5. INTRODUCTION TO INBOUND MARKETING 1. What Is Inbound Marketing? 2. Content Marketing 3. Viral Marketing 4. Video Marketing 5. Online Reputation TEACHING UNIT 6. INTRODUCTION TO COPYWRITING 1. What Is Copywriting? 2. Connecting, Engaging, and Persuading 3. Key Copywriting Techniques 4. SEO for Copywriting 5. The Importance of Headlines LEARNING UNIT 7. GENRE, STYLE, AND FORMAT 1. Journalistic Writing 2. General Journalistic Language 3. Communicative Context and Journalistic Genres 4. A Style for Each Genre (and Each Subgenre) 5. Media and Formats TEACHING UNIT 8. COPYWRITING FOR E-COMMERCE 1. Introduction 2. The Homepage 3. Menus 4. Product Pages 5. Service Descriptions 6. About Us Page 7. Contact Page 8. FAQ Page 9. Shopping Cart, Checkout, and Thank You Page 10. Sending Emails TEACHING UNIT 9. COPYWRITING FOR PERSONAL BRANDING 1. Introduction 2. Defining Your Brand and Style 3. Identifying and Defining Your Target Audience 4. Creating a Contact List 5. Personal and Corporate Web Pages 6. Personal Blog 7. Using Social Media 8. Communication Plan