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ed2go Business Marketing and Sales Business and Marketing Writing
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business-writing

Business and Marketing Writing

Are you a writer working in the business world? Or a marketing professional responsible for obtaining great marketing copy? 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, marketing principles, and written communications. You will 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. This course will help you understand the power of writing - and use it to present a solid, cohesive message to your target audience.

6 Weeks / 24 Course Hrs
Currently Enrolling

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Why this school? It's been chosen based on your location or if you've visited this school's website. Change School

Learning Method

Instructor-led

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Starting December 11 | January 15
Self-Paced

No instructor. Study on your own schedule

Business and Marketing Writing

Details + Objectives

Course Code: bmw

What You Will Learn
  • Learn how to communicate marketing and business goals in your writing
  • Discover the best way to align written communication with a corporate identity
  • Examine methods for writing with purpose and developing a cohesive message for a target audience
  • Learn how grammatical and stylistic choices can augment business and marketing strategies
How the course is taught
  • Instructor-led or self-paced online course
  • 6-12 weeks to complete
  • 24 course hours
How you will benefit
  • Learn to communicate effectively and express your values to a target audience
  • Gain confidence in your ability to reach and affect people with your writing
  • Open the door to new career opportunities as you gain invaluable skills in the fundamentals of business and marketing communication

Outline

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The Role of Business and Marketing Writing

The first lesson starts off with a discussion about the purpose of marketing and the goals of writing, and then talks about the unique roles, responsibilities, and challenges of business and marketing writing. You'll learn exactly what business and marketing writers do as you begin exploring this exciting field.

The Ins and Outs of Image

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, you'll delve into all the aspects of corporate image that writers and marketing professionals need to ponder before producing effective projects.

Writing Approaches and Strategies

Now that you understand image, what can you do with it? Building on Lesson 2, you'll analyze business and marketing goals—and the needs of your audience—to figure out the appropriate writing style for any project.

Media

It's a creative field, but certain projects require certain conventions. In this lesson, you'll see how a particular medium or project type can guide your writing style and approach, helping you save time and stay on target.

Putting It All Together: Writing Project

This lesson will gather up the information you explored in the previous four lessons and put it all together. It will illustrate how to apply everything you've learned so far as you develop an original writing project from start to finish.

Complete and Incomplete Sentences

Do you need to write in complete sentences? What is a complete sentence, anyway? This lesson will give you a brief refresher on sentence construction and then 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.

Word Choices

You can't write without words! In Lesson 7, you'll learn to make accurate word choices. The lesson will discuss the level of vocabulary appropriate for business writing and show you how to choose words that reinforce a project's theme. It'll also clarify some tricky word pairs and discuss word-choice problems whose usage can undermine the professionalism of your writing.

Internal Communication

In this lesson, you'll take a critical look at the inside of a company. First you'll see how to develop "marketing" projects for audiences within a company. Then you'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.

Banishing the Bureaucracy

For even the most experienced writers, bureaucratic influences can creep in to reduce creativity and impede communication. In this lesson, you'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.

Editing, Proofreading and Evaluating

In Lesson 10, you'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!

Putting It All Together: Editing Project

In this lesson, you'll once again be putting it all together, but this time as an editor. You'll apply everything you've learned so far in the course, editing a project from beginning to end.

Marketing Ethics

Marketing involves images, and it's easy to lose sight of the truth. In the final lesson of the course, you'll go over some important considerations that marketing professionals need to think about.

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Instructors & Support

Lisa Adams

Lisa Adams is a web development expert specializing in marketing, user experience, and e-commerce. In addition to building and maintaining hundreds of Web sites, Lisa has helped a wide variety of clients and students to create their own sites and modify existing ones to make them more attractive and user-friendly.

Requirements

Requirements

Prerequisites:

There are no prerequisites to take this course.

Requirements:

Hardware Requirements:

  • This course can be taken on either a PC or Mac.

Software Requirements:

  • PC: Windows XP or later.
  • Mac: OS X Snow Leopard 10.6 or later.
  • Browser: The latest version of Google Chrome or Mozilla Firefox are preferred. Microsoft Edge and Safari are also compatible.
  • Adobe Flash Player. Click here to download the Flash Player.
  • Adobe Acrobat Reader. Click here to download the Acrobat Reader.
  • Software must be installed and fully operational before the course begins.

Other:

  • Email capabilities and access to a personal email account.
Instructional Materials

The instructional materials required for this course are included in enrollment and will be available online.

FAQs

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When can I get started?

Instructor-Led: A new session of each course begins each month. Please refer to the session start dates for scheduling. 

Self-Paced: You can start this course at any time your schedule permits.

How does it work?

Instructor-Led: Once a session starts, two lessons will be released each week, for the 6 week duration of your course. You will have access to all previously released lessons until the course ends.

Self-Paced: You have three-month access to the course. After enrolling, you can learn and complete the course at your own pace, within the allotted access period.

 

How long do I have to complete each lesson?

Instructor-Led: The interactive discussion area for each lesson automatically closes 2 weeks after each lesson is released, so you’re encouraged to complete each lesson within two weeks of its release.

Self-Paced: There is no time limit to complete each lesson, other than completing all lessons before your three-month access.

What if I need an extension?

Instructor-Led: The Final Exam will be released on the same day as the last lesson. Once the Final Exam has been released, you will have 2 weeks plus 10 days to complete the Final and finish any remaining lessons in your course. No further extensions can be provided beyond these 10 days.

Self-Paced: Because this course is self-paced, no extensions will be granted after the start of your enrollment.

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