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Courses >
Sales & Marketing > 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.
This course includes a knowledgeable and caring instructor who will guide you through your lessons, facilitate discussions, and answer your questions. The instructor for this course will be Lisa Adams.
 Lisa Adams is an accomplished writer and editor specializing in business, marketing, and creative writing. Known for her exceptional command of the English language, grammatical precision, and unflinching dedication to excellence, Lisa has won numerous awards for her creative, professional, and scholarly writing. Her diverse body of work -- which has been published in print, on the Web, and on television -- includes award-winning documentaries and two books: Why We Read What We Read: A Delightfully Opinionated Journey Through Contemporary Bestsellers and S'mores: Gourmet Treats for Every Occasion.
To purchase this course, click the Enroll Now button below:
Requirements:
Internet access, e-mail, and and the Microsoft Internet Explorer or Mozilla Firefox Web browser.
Syllabus:
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 the lesson is released, but you must complete each lesson within two weeks of its release.
A new section of each course starts on the second or third Wednesday of each month. 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.
| 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.
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| 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.
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| 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.
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| 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.
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| 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.
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| 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.
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| 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.
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| 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.
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| 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.
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| 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!
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| 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.
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| 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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To purchase this course, click the Enroll Now button below:
Student Reviews:
"As a marketing professional, I found this course to be very applicable to my everyday work. The grammar portion was particulary helpful, and made me more aware that I need to do more work in this area."
"I found this course to be extremely beneficial as I am pursuing a career in the PR/Marketing field. The editing and proofreading chapter was very helpful and I apply what I've learned each day. I also enjoyed the writing style of the course and looked forward to each lesson as it was released."
"I found your class to be very useful in my daily projects as a marketing brand manager. I've been able to strengthen the pieces I write, even in emails. I appreciated the direct and friendly style and the imaginative example sentences."
"I liked the way the course covered everything from the writing process itself to grammar and punctuation to ethics. Very well-rounded and useful."
"Thank you for a great term! I really enjoyed the course. I apply my new knowledge every day."
"The course content was practical and immediately useful to me in my daily work. The lessons were written and organized well, and the assignments were relevant and interesting. I would definitely take another course from this excellent instructor."
"This course is helping me tremendously. I keep copies of the lessons at my desk."
"This course provides an excellent foundation for anyone entering the Marketing field."
"This course was my first continuing education course. Because I had such a great experience with Business and Marketing Writing, I will take more continuing education courses in the near future!"
"You gave me a wonderful introduction to the combined subjects of writing and marketing. I enjoyed this course immensely. This course also made me realize how much fun this field could be. In short, this little course was a surprise to find, and a delight as it unfolded. It has changed my thinking and (I suspect) my future."
To purchase this course, click the Enroll Now button below:
Recommended Courses:
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