MP6031 - Promotional Writing

What will I learn on this module?

In this semi-practical module, you will be introduced to a range of writing skills applicable to professional practice in promotional writing, focusing on marketing materials and press releases. The module aims to develop a sound knowledge and understanding of the practices of promotional writing, the contexts and practices of professional writing, and brand promotion and engagement with the audience through text. At the end of the module you will be able to demonstrate applied writing skills in the production of promotional materials; understand the nature and purpose of a range of promotional techniques; understand the role of writing in the management of corporate, brand and product identities; and understand the relationship between persuasive text, the audience and the medium. Inevitably this module will enhance your knowledge of promotional writing techniques, and give you the skills to consider how to best produce text within promotional materials. All of these outcomes applicable to a future within the advertising or public relations industries.

How will I learn on this module?

The module is mainly comprised of a standardised 2 hour long lecture followed by a 1 hour seminar. Lectures will be delivered traditionally, introducing concepts and ideas for you to then explore within independent study time. Seminars will usually explore lecture related topics but will encourage you to be involved in more creative work related to copywriting, in effect putting the theory into practice. Some lecture sessions may also allow you opportunities to work on practical materials and in these instances these sessions will take the format of a ‘workshop’.

Therefore, you will learn in lectures and seminars but will be wholly encouraged to continue your studies outside of the classroom environment.

How will I be supported academically on this module?

The module leader will be available within lectures and seminars, as well as during office hours. These occasions will give you the opportunity to ask questions related to the module, study and the assessment, alongside any broader considerations. Lecture and seminar materials will be available for you to access via the eLearning Portal, along with any other relevant materials and suggested reading. Staff will also be available to answer enquiries via email within 48 working hours except under exceptional circumstances.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• KU1: Examine relevant materials from both academic and industry sources which are to be applied to assessed work.
• KU2: Analyse case studies and apply theoretical materials to your deconstruction centric discussions.
• KU3: Be able to write your own promotional writing materials, reinforcing elements of persuasion, storytelling and consumer engagement.

Intellectual / Professional skills & abilities:
• IPSA1: You will demonstrate both analytic and creative skills throughout the module. This includes the ability to contextualise theoretical materials within a practical context.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• PVA1: It is expected that you will be in a position to discuss the nature and practices of copywriting upon completion of the module. This is will be on a level relevant to the advertising or public relations industries.

How will I be assessed?

This module is assessed via the submission of two separate components.
The first component is a 5 minute presentation worth 30% of the final grade.
You should write and deliver a 5 minute speech which is designed to persuade a group of people to do something. You should identify your audience, and construct the speech so that it appeals to them, and is likely to persuade them. You will be marked on the structure of the speech; the use of persuasive triggers; how well the speech is tailored to the audience; and delivery (eye contact, good use of notes, body language, clarity). You should submit a reflective commentary, showing why you wrote your speech as you did. The commentary will not be marked; but it will assist staff in marking.
The second component is a design for a promotional website worth 70% of the overall grade. You will be provided with a range of templates to choose from, and it is up to you to decide on which one is most appropriate for your case. Marks will be given for the quality of the writing, (which includes grammar, punctuation, sentence structure and spelling), as well as for the choices you make about the design of the website (for instance, the appropriateness of the approach to take to addressing your intended demographic).
Further information and guidance on the assessments will be provided in the taught sessions and via the eLearning Portal.

You will receive formative feedback on your understanding of promotional writing during the taught sesions. Class discussion will test your ability to critically engage with issues relating to promotional writing in an academic fashion and allow you to demonstrate your understanding of the issues, ideas, and techniques raised in the lecture sessions. You will also have the opportunity to discuss your ideas with your peers during the seminar sessions.

Under normal circumstances, you will receive written feedback on your summative submissions within 20 working days. The feedback will normally be supplied electronically as part of the ESAF process. This feedback will provide a detailed account of your research/methodological skills, critical engagement and communicative ability, as well as supporting future learning by indicating areas for development. You can also request additional verbal feedback on your submissions by arranging a meeting with the module tutor.





Module abstract

What you are reading now is promotional writing.
What begins as a simple concept – writing words for promotional materials – explodes into a variety of interesting, stimulating and industry relevant topics, all of which will be explored in this semi-practical module. Creative thinking is encouraged throughout the module. In essence, your study of promotional writing within lectures and seminars will influence your ability to concoct writing for marketing materials. We are putting the theory into practice in a module that is both intellectually stimulating as well as industry-facing. Across the two assessment components for this module, many past students have honed their communication skills, which in turn has proven to be beneficial to other assessed work (particularly the final year dissertation). The assessed materials can also be used to demonstrate skills and understanding useful to future employment.
To understand promotional writing is to understand how to communicate with potential clients, consumers and customers.
It is the language of salesmanship.
What you are reading now is promotional writing.

Course info

UCAS Code P3P2

Credits 20

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 years with a placement (sandwich)/study abroad

Department Arts

Location City Campus, Northumbria University

City Newcastle

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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