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| Business and Marketing Writing |
Are you a writer
working in the business world? Or a
marketing professional responsible
for obtaining great marketing copy?
Maybe your boss made you the company
writer, but you've never had any
training. Or maybe you're just
interested in a writing or marketing
career.
Whatever your background, this fun,
introductory course will teach you
to write or identify copy that
achieves business and marketing
goals. Improve your work, your
knowledge, your company's image, and
your chances of getting hired,
promoted or applauded!
Using clear explanations, real-life
examples, and an animated style, the
course solidifies the relationship
between business and marketing
principles and written
communications. You'll learn how
business and marketing objectives
affect writing choices. You'll get
practical writing instruction in
grammar, clarity, structure and
more. You'll understand issues
unique to this discipline, such as
buzzwords, working with a team, and
marketing ethics.
Whether you seek to improve your own
writing or learn to identify
effective copy, this course will
help you understand the power of
writing - and use it to present a
solid, cohesive message to your
target audience. |
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Please
click here to take this course through an accredited
college or university in your community.
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Syllabus:
A new section of each course starts monthly. If enrolling in a series of
two or more courses, please be sure to space the start date for each
course at least two months apart.
All courses run for six weeks, with a two-week grace period at the end.
Two lessons are released each week for the six-week duration of the
course. You do not have to be present when lessons are released. You
will have access to all lessons until the course ends. However, the
interactive discussion area that accompanies each lesson will
automatically close two weeks after the lesson is released. As such, we
strongly recommend that you complete each lesson within two weeks of its
release.
The final exam will be released on the same day as the last lesson. Once
the final exam has been released, you will have two weeks to complete
all of your course work, including the final exam.
Week One
Wednesday - Lesson 01
We'll start off our first lesson with a discussion about the purpose of
marketing and the goals of writing, and then we'll talk about the unique
roles, responsibilities, and challenges of business and marketing
writing. You'll learn exactly what business and marketing writers do,
and where we stand as we begin our exploration of this exciting field.
Friday - Lesson 02
Before you can write or recognize successful copy, you'll need to
understand your corporate identity: who the company is and what the
company offers. In this lesson, we'll delve into all the aspects of
corporate image that writers and marketing professionals need to ponder
before producing effective projects.
Week Two
Wednesday - Lesson 03
Now that you understand image, what can you do with it? Building on
Lesson 2, today we'll analyze business and marketing goals—and the needs
of your audience—to figure out the appropriate writing style for any
project.
Friday - Lesson 04
It's a creative field, but certain projects require certain conventions.
In today's lesson, we'll discuss how a particular medium or project type
can guide your writing style and approach, helping you save time and
stay on target.
Week Three
Wednesday - Lesson 05
In this lesson, we'll gather up all the information we explored in the
previous four lessons and put it all together. I'll illustrate how to
apply everything you've learned so far as we develop an original writing
project from start to finish.
Friday - Lesson 06
Do you need to write in complete sentences? What is a complete sentence,
anyway? In today's lesson, we'll go through a brief refresher on
sentence construction, and we'll go over some guidelines for using
fragments in business writing. You’ll also learn to recognize and fix
one of the most common errors in modern writing: the comma splice.
Week Four
Wednesday - Lesson 07
You can't write without words! In Lesson 7, you'll learn to make
accurate word choices. We’ll discuss the level of vocabulary appropriate
for business writing, and you'll learn how to choose words that
reinforce a project’s theme. We’ll also clarify some tricky word pairs
and discuss word-choice problems whose usage can undermine the
professionalism of our writing.
Friday - Lesson 08
In today's lesson, we'll take a critical look on the inside. First we'll
discuss how to develop "marketing" projects for audiences within a
company. Then we'll explore the roles of the various specialists who
contribute to a single marketing piece—bosses, clients, editors, junior
writers, artists, and designers. You'll learn how to work with all of
them to create smoother relationships and better projects.
Week Five
Wednesday - Lesson 09
For even the most experienced writers, bureaucratic influences can creep
in to reduce creativity and impede communication. In this lesson, we’ll
take a look at buzzwords and jargon, and then explore some ways to
achieve maximum power and effectiveness by keeping your writing clear,
concise, and active.
Friday - Lesson 10
In Lesson 10, we'll explore the final steps. You'll learn to enhance and
refine business and marketing projects during the editing and
proofreading processes. You'll also learn to evaluate finished pieces
and even test their effectiveness in the real world!
Week Six
Wednesday - Lesson 11
Today, we’re back to putting it all together, but this time as editors.
In Lesson 11, we’ll apply everything you’ve learned so far in the
course, editing a project from beginning to end.
Friday - Lesson 12
Marketing deals with images, so it's easy to lose sight of the truth. In
this, the final lesson of the course, we'll go over some important
considerations that marketing professionals need to think about.
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Please
click here to take this course through an accredited
college or university in your community.
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