Веб-райтинг и контент-менеджмент

Бакалавриат 2020/2021

Статус: Курс по выбору (Иностранные языки и межкультурная коммуникация)

Направление: 45.03.02. Лингвистика

Кто читает: Школа иностранных языков

Где читается: Школа иностранных языков

Когда читается: 4-й курс, 1-3 модуль

Формат изучения: с онлайн-курсом

Преподаватели: Аксенова Анна Алексеевна, Зырянова Елена Сергеевна

Язык: английский

Кредиты: 6

Контактные часы: 52

Full Syllabus

Abstract

Writing and editing for the web are not the same as for print. Online you need to apply different skills and techniques to attract and retain your readers, get your message across effectively and achieve your business objectives. “Is that so complex to undertake a whole course for mastering web writing?” – You may ask. This is a reasonable question. Writing is what we have been doing for the entire study process, hopefully having mastered every piece of all its DOs and DON’Ts. Now it is high time to apply these skills in real life and realize if your theoretical knowledge and experience are applicable to what is going on in modern world that has such an immense dependence on the World Wide Web. Just stop for a second, the majority of events that happen in your life are concentrated in the Web. We are writing mails, blogs, posts, comments, chat, order food, clothes, books, search for necessary information and even make life-critical decisions… via the Internet. Right, just imagine what is happening on the other side of the screen, these all is the work of thousands of experts who know how to present information, how to write effectively online, how to attain people’s loyalty, reach their goals and, most vital, do what they love. This course designed in a form of seminars is to help you approach your web content in a better, more structured and objective way. It covers five main areas: Planning your web content; Writing your web content (we will examine such notions as web page/site planning, blog, article/newsletter, product description/brochure); Case-studying for making necessary tips and notes; Creating and measuring your web content; As you may see the course is based on “examine, analyse, apply” principle. We’ll show you how to write for the web with a consistent style and clear sense of purpose. You’ll learn how to plan a writing project, define realistic goals, and work toward your mission. You’ll know how to adapt your tone to fit the situation and match your readers’ feelings. You’ll have a set of principles to guide your writing. You’ll be ready to teach these concepts to your team with a simple style guide. And you’ll know when to break the rules.

Learning Objectives

The first and foremost aim of the discipline is acquiring universal professional competences mentioned in HSE Educational Standards of Linguistics field of studies.
Acquiring Linguistic competence (knowledge of lexical units and grammar rules)
Acquiring Socio-linguistic competence (skill and ability to employ and interpret language forms in accordance with the context/situation to achieve best website visitors attendance and communication)
Acquiring Discursive competence (ability to understand and logically organize certain phrases in order to perform sensible communication)
Acquiring Strategic competence (ability to employ non-verbal means of communication to compensate lack of knowledge, that web users and visitors may have)
Acquiring Sociocultural competence (awareness of sociocultural context of web world)
Acquiring Social competence (desire and readiness to creating meaningful and proper contents in terms of cooperation and ability to help)
To help a student approach web content in a better, more structured and objective way

Expected Learning Outcomes

to know specific features of writing for the web
to acquire the skill of planning out the content and thinking about its purpose, objectives, trustworthiness and tone
to find your voice and translate it to the page.
to learn the techniques and basics of understanding and communicating with web site comminuity
to know how to deal with promoting your web site
to understand basic technques of serach engine ranking and its improvement criteria
to produce written texts of different web genres/formats
to acquire the skill of creating easier and prompt navigation about the web site
to acquire the skills of proper communication concerning sensitive issues
to know basic notions of copywrite law
to learn how to analyze case-studies for making necessary tips and notes
to learn how to creat a guide to standardize and organise your web site work in order to provide your team with solid grounds
to learn creating and measuring web content
to learn how to make sure website is working properly
to know how to analyze, evaluate and edit web copy

Course Contents

What Writers Do. Get Your Bearings.
The practice of web writing and why it matters. The web writer’s role. Principles of good content. How the writing process works. Audiences research (discuss how and why they are done). Do high-level research to get a sense of history. Conduct interviews with colleagues, clients, and readers. Understand your audiences and cover meaningful topics for them Mission statement (discuss examples). Write a mission statement Editorial copy. Writing a Web Profile Modular way of organizing content on your web page
Writing Basics.
Clarify and summarize your project goals Get everyone on the same page before you start writing Write a project brief or communication plan. Case studies/exercises Pick content types to help your readers Approach writing in a modular way Improving your writing. Basic guidelines How to create a catchy Headline Web Contents: How to write an Opinion ed
Find Your Voice.
Find your voice and translate it to the page. Watch Your Tone. Adapt your tone to different situations Pick a few useful brand attributes Choose the right words to talk about your company Show empathy in your writing. Map your content types to your readers’ feelings. Be sensitive when it comes to humor Web Contents: How to write a tutorial
Build a Community.
Building a community is about much more than tweeting, posting, and pinning Find and nurture your community. Write blog posts, email newsletters, and social media posts Stay close to your readers through growth and change What it means to be community-minded, and why it’s important to let readers connect with each other on their own terms
Sell It without Selling Out.
Principles of effective marketing copy How to write marketing messages for your company. Developing bios, taglines, landing pages, product and event descriptions, and more CopyRight and copyWrite Web Contents: How to write a Product description and a Review
Make It Flow.
Types and elements of flows: signup, payment, and subscription flows. Forms and prompts. Product and feature tours Navigation links and search filters. Survey. Ratings. Comments. How to develop a structure of a flow The little details: error, messages, emails, or notifications Audit the words. Practice and correction.
Touchy Subjects.
Apologizing with grace: writing error messages, alerts, and help documents Working with lawyers on terms and policies These are important moments to show readers that you care about their feelings
Legal issues.
Rights under copyright law Responsibilities towards preventing plagiarism Website legal requirements under information security and cyber law
Style Guides. Share what you’ve learned.
Develop and maintain a useful style guide Give people the tools they need to write well Workshop copy ideas as a group Evolve your house style as your company grows
The Revision Process.
Share drafts in a courteous, efficient manner Incorporate feedback and revise your own writing Approach peer editing from a teaching perspective

Assessment Elements

Web copy and performance at the lesson
Each web format assigned throughout the course is evaluated separately, and then the average grade for all the formats is calculated. Class participation covers in-class talks, and participation in discussions and debates. The grade is calculated as a mean of all the grades given throughout the course. One test is conducted at the end of each module. The grade for the tests is calculated as an average of all the three tests and is also included in the "Self-study and performance" grade. Written papers are awarded a “0” in the following cases:  violation of the deadline for more than 2 days;  cheating and copying from another student/source;  plagiarism (originality < 80%). The rounding starts with 0,6. So 9,6 is 10, 9,5 is 9.
Online course
Written papers are awarded a “0” in the following cases:  violation of the deadline for more than 2 days;  cheating and copying from another student/source/script;  plagiarism (originality < 80%). The rounding starts with 0,6. So 9,6 is 10, 9,5 is 9.
Final web site project presentation
Final web site project presentation is presented at the end of Module 3 and is supposed to contain at least 3 of the prescribed web copy formats. Written papers are awarded a “0” in the following cases:  violation of the deadline;  cheating and copying from another student/source;  plagiarism (originality < 80%). The rounding starts from 0,6. So 9,5 is 9, 9,6 is 10.
Oral examination
Экзамен проводится в устной форме (опрос по материалам курса). Экзамен проводится на платформе ZOOM. К экзамену необходимо подключиться согласно расписанию ответов, высланному преподавателем на корпоративные почты студентов накануне экзамена. Компьютер студента должен удовлетворять требованиям: наличие рабочей камеры и микрофона, поддержка ZOOM. Для участия в экзамене студент обязан: поставить на аватар свою фотографию, явиться на экзамен согласно точному расписанию, при ответе включить камеру и микрофон. Во время экзамена студентам запрещено: выключать камеру, пользоваться конспектами и подсказками. Кратковременным нарушением связи во время экзамена считается нарушение связи менее минуты. Долговременным нарушением связи во время экзамена считается нарушением 10 минут и более. При долговременном нарушении связи студент не может продолжить участие в экзамене. Процедура пересдачи подразумевает использование усложненных заданий. The rounding starts from 0,6. So 9,5 is 9, 9,6 is 10.

Interim Assessment

Interim assessment (3 module)
0.25 * Final web site project presentation + 0.2 * Online course + 0.3 * Oral examination + 0.25 * Web copy and performance at the lesson

Bibliography

Recommended Core Bibliography

Ng, W., & Coakes, E. (2013). Business Research : Enjoy Creating, Developing and Writing Your Business Project. London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=653155

Recommended Additional Bibliography

Perrin, D., & Jakobs, E.-M. (2014). Handbook of Writing and Text Production. Berlin: De Gruyter Mouton. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=753946

Course Syllabus