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Regular version of the site
2024/2025

Text creating strategies. Advanced course.

Type: Minor
Open to: students of all HSE University campuses
Language: English
ECTS credits: 5

Course Syllabus

Abstract

This course is designed to build awareness of how to write creatively, make bright and catchy headlines and organise online communication in social media, as well as how to plan content
Learning Objectives

Learning Objectives

  • 1. To acquire essential knowledge and familiarity with advanced text creation strategies 2. To acquire a range of practical skills for crafting compelling and persuasive texts 3. To develop critical thinking in relation to adapting writing to diverse audiences 4. To develop strategies for self-editing skills through the revision process
Expected Learning Outcomes

Expected Learning Outcomes

  • demonstrate proficiency in utilizing a variety of advanced writing strategies and techniques to create engaging and effective texts.
  • be able to use AI for generating ideas, analyzing the audience or creating / editing the texts
  • analyze texts critically, identify strengths and weaknesses in writing, and apply critical thinking skills to improve their own writing.
  • effectively edit and revise their own writing, paying attention to structure, style, grammar, and syntax to enhance the quality of their texts
  • tailor their writing to specific audiences and purposes, adapting their tone, style, and content to effectively communicate with different types of readers
  • develop and refine their writing voice, cultivating a distinct and engaging style that reflects their personality and preferences
  • demonstrate competence in different genres of writing, such as narratives, expository essays, persuasive pieces, and creative nonfiction
  • provide constructive feedback to peers, collaborate effectively in writing projects, and actively participate in workshops and discussions to enhance their writing skills
Course Contents

Course Contents

  • 1. Essentials of Copywriting
  • 2. Defining the Product
  • 3. Defining the Customer
  • 4. The Buyer's Journey and the Customer's Journey
  • 5. Structure of Texts
  • 6. Devices and Genres
  • 7. Storytelling
  • 8. Psychological Triggers and Persuasion
  • 9. Culture Impact on Texts
  • 10. Optimization for Different Languages
  • 11. Tone of Voice and Headings
  • 12. SEO
  • 13. Soft Skills for a Copywriter
Assessment Elements

Assessment Elements

  • non-blocking Classroom participation + Quizes
    The students will receive points for participating in class and for completing homework tasks and quizzes on LMS. These tasks may vary, as well as assessment. You will receive specific task instructions and assessment criteria for each task.
  • non-blocking Presentations + Case Analysis
    Students are required to prepare and deliver a presentation on a specific topic related to the course material. The presentation should include a detailed analysis of a real-world case study. Assessment will be based on clarity, depth of analysis, and effectiveness of delivery.
  • non-blocking Peer-Review
    This task involves students reviewing their peers' work to provide constructive feedback. The process will focus on developing critical assessment and communication skills. Detailed instructions and rubrics will be provided for effective peer evaluation.
  • non-blocking Creative writing projects
    Students will engage in creative writing tasks designed to foster original thinking and expression in writing various types of texts for marketing purposes.
  • non-blocking Portfolio
    The portfolio will compile various pieces of work completed throughout the course, showcasing the student's learning and development. The portfolio is the final project of the course. This project is aimed at demonstrating the skills necessary for writing various marketing texts.
Interim Assessment

Interim Assessment

  • 2024/2025 2nd module
    0.2 * Classroom participation + Quizes + 0.25 * Creative writing projects + 0.15 * Peer-Review + 0.25 * Portfolio + 0.15 * Presentations + Case Analysis
Bibliography

Bibliography

Recommended Core Bibliography

  • Evaluation and decision-making in social media marketing. (2016). https://doi.org/10.1108/MD-10-2015-0450

Recommended Additional Bibliography

  • Sandra M. Martinez. (2019). Mobile and Social Media Journalism : The Democratization of Information and Knowledge. [N.p.]: Society Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2014096

Authors

  • KAMNEVA LARISA EDUARDOVNA
  • Stalskaia Sofia STANISLAVOVNA
  • Тямчик Азалия Александровна