Sector-specific

Copywriter

Digital Marketing

200 hours

Introduction

The copywriter It has become one of the most sought-after professions in recent times, as it is essential for encouraging users to take action. The creation of messages using techniques derived from the psychology and the use of persuasion is now essential in marketing. Both what is said and how it is said are hugely important for reaching an audience and connecting with them, so that, through this influence, actions are taken that benefit the company. You’ll learn how to create content for blogs, social media posts, emails, press advertisements and even political messages, amongst other things. With this Copywriting Course You will integrate marketing and sales with communications and achieve your objectives.

Objectives

To learn what the persuasive writing and what exactly does a copywriter do?
To explore how to address our customers or potential customers.
Understanding the tools for writing for a public specific
Knowing how to apply the marketing content
Strengthen our personal branding, whether we’re talking about a company, a product, a service or a person.
To ensure that, through our publications, our audience carries out beneficial actions for our company
To provide an introduction to the world of digital marketing, inbound marketing and content marketing

TEACHING UNIT 1. WHAT IS A BRAND? DEFINITION AND COMPONENTS

1. What is a trademark?
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 space
3. Visual communication

TEACHING UNIT 4. STRATEGIES AND BRAND 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 build your own brand
7. Other manifestations – cool hunting, insight identification
8. Packaging
9. Merchandising, or the brand turned into a product
10. IT services at the Spanish Patent and Trademark Office (OEPM)

TEACHING 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. Connect, inspire and persuade
3. Key copywriting techniques
4. SEO for Copywriting
5. The importance of qualifications

TEACHING UNIT 7. GENRE, STYLE AND FORMAT

1. Journalistic writing
2. General journalistic language
3. Communicative situations and journalistic genres
4. A style for every genre (and for every subgenre)
5. Media and formats

TEACHING UNIT 8. COPYWRITING FOR E-COMMERCE

1. Introduction
2. The Homepage
3. The menus
4. Product sheets
5. Description of services
6. ‘About Us’ page
7. Contact page
8. Frequently Asked Questions page
9. Shopping basket, checkout and thank you page
10. Sending emails

TEACHING UNIT 9. COPYWRITING FOR PERSONAL BRANDING

1. Introduction
2. Define your brand and style
3. Identify and define your target audience
4. Creating a contact list
5. Corporate personal pages
6. Personal blog
7. Use of social media
8. Communication Plan

Copywriter

Introduction

Objectives

Table of Contents

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