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Through guided discussions, group exercises and interactive explorations, students will define copywriting and how it compares to other types of writing, understand its value as a business and marketing tool, learn a basic process for practicing and evaluating copywriting, and apply this knowledge to real-world examples.
This class is designed to be highly practical in its applications and appropriately playful in its methods—imagination and creativity are essential to effective copywriting. Key concepts will include common copywriting components, principles of successful copywriting, and how those principles can inform a basic process for writing and evaluating copy. Illustrative examples will be drawn from the instructor’s own experience and Atlanta-based brands, as well as supplied by the students. Helpful copywriting resources and tools will be provided as support for in-class exercises as well as for students’ future use.
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