Here's a structured outline for a Proficiency Diploma in Copywriting, with a weekly commitment of 2 hours per day:
PROFICIENCY DIPLOMA IN COPYWRITING
Course Duration: 4 to 6 months (16 to 24 weeks)
Course Fee: 30,000 Kenyan Shillings
Weekly Commitment: Minimum of 2 hours per day
Course Overview:
This diploma course provides advanced skills in copywriting, focusing on developing persuasive, engaging, and high-impact content for various platforms and purposes.
Semester 1: Fundamentals of Copywriting
Week 1-2: Introduction to Copywriting
- Overview of Copywriting
- Definition and Purpose
- The Role of Copywriting in Marketing and Advertising
- Understanding Your Audience
- Market Research and Audience Analysis
- Creating Buyer Personas
- Tailoring Content to Different Audiences
- Practical Exercises
- Analyzing Examples of Effective Copy
- Initial Writing Exercises
Week 3-6: Writing Techniques and Styles
- Persuasive Writing Techniques
- Principles of Persuasion and Influence
- Crafting Headlines and Hooks
- Writing Clear and Concise Body Copy
- Adapting Writing Styles
- Different Copywriting Styles (Informative, Descriptive, Conversational)
- Adapting Tone and Style for Various Media (Print, Digital)
- Practical Exercises
- Writing and Critiquing Sample Copy
- Style and Tone Adaptation Exercises
Week 7-10: Digital Copywriting
- Web Copywriting
- Writing for Websites and Landing Pages
- SEO Best Practices and Keyword Integration
- Social Media Content
- Crafting Engaging Social Media Posts
- Platform-Specific Requirements
- Email Marketing
- Writing Effective Email Campaigns
- Creating Catchy Subject Lines and Persuasive Content
- Practical Exercises
- Creating Web Pages, Social Media Posts, and Email Campaigns
- Implementing SEO Techniques
Week 11-12: Advertising and Promotional Copy
- Creating Advertisements
- Writing Copy for Print and Digital Ads
- Understanding Ad Formats and Placement
- Promotional Materials
- Crafting Brochures, Flyers, and Posters
- Writing Persuasive Calls to Action
- Brand Messaging
- Developing a Brand Voice and Consistent Messaging
- Writing Taglines and Slogans
- Practical Exercises
- Developing Sample Ads and Promotional Materials
- Creating a Brand Messaging Guide
Week 13-16: Advanced Topics and Capstone Project
- Advanced Copywriting Techniques
- Storytelling in Copywriting
- Emotional and Psychological Appeals
- Capstone Project
- Creating a Comprehensive Copywriting Portfolio
- Developing a Campaign or Set of Copy for a Real or Simulated Client
- Course Review and Preparation
- Comprehensive Review of Key Concepts
- Practice Projects and Revision
- Final Exam
- Written and Practical Assessments
Certification
Upon successful completion of the course, students will receive a "Proficiency Diploma in Copywriting," demonstrating their advanced ability to create persuasive and impactful copy for various media. This qualification prepares them for advanced roles in advertising, marketing, and content creation.