Course Code: bmw
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.
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.
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.
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.
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.
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.
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.
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.
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.
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!
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 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.
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.
There are no prerequisites to take this course.
The instructional materials required for this course are included in enrollment and will be available online.
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.
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.
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.
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.
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."