MBA in Copywriting: It doesn’t exist (yet) but if it did, this should be the curriculum

As far as I’m aware, there is no actual Master of Business Administration (MBA) with a specialization in copywriting.

But there should be.

So in this blog post, I’m writing a curriculum for what I would recommend if I were in charge of putting a course together in copywriting.

Marketing Management

Topics include:

  • History of advertising, marketing, and sales from early marketplaces to online
  • Types of media and how different types of copy are used in each
  • Direct marketing/direct response versus other types of marketing
  • Developing marketing plans
  • Ethics in marketing

Mandatory reading:

Psychology, Sociology, and the Power of Persuasion

Topics include:

  • Psychological drivers for behaviors and decisions
  • Consumer habits (loyalty/disloyalty, trends, following the crowd)
  • Buying motivations
  • How to build rapport and connect emotionally
  • Persuasion and influence
  • Action, how to call people to it (and why people don’t act)

Mandatory reading:

Sales Funnels

Topics include:

  • Analyzing sales sales funnels for opportunities and troubleshooting
  • Connecting with people where they spend their attention
  • Creating end-to-end funnels (from attention to post-sale)
  • Strategies for growth and profitability

Mandatory reading:

Credibility and Reputation Management

Topics include:

  • What is credibility and authority and how do consumers ascribe it to businesses?
  • USPs — analyzing them and developing them
  • Positive versus negative reputations and what factors influence these
  • Components that contribute to credibility and authority (i.e. testimonials)

Mandatory reading:

Formulas and Structures

Topics include:

  • An overview of classic copy formulas and why they work
  • Attention/Interest/Decision/Action (AIDA)
  • Storytelling in copywriting
  • Components of copy (Headlines, Benefits, Overcoming objections, Calls to action)

Mandatory reading:

Attraction and Attention

Topics include:

  • Attention-getting with headlines and subheadings
  • Powerwords
  • Use of images
  • Basic fundamentals of color/design

Mandatory reading:

Measuring Results

Topics include:

  • The purpose of measuring
  • An overview of metrics, analytics, and statistics
  • Measuring the right things (and avoiding errors/assumptions)
  • How to split test

Mandatory reading:

Project

The student will be assigned a product or service and will create a marketing strategy for that offering. Then, the student will create an end-to-end sales funnel that is to include the following components:

  • Attention-getting marketing in at least 3 different media (and must include at least one broadcast media, one print media, and one online media)
  • Social copy
  • Sales copy for a sales letter (for web or magazine)
  • Website copy
  • Pre-sales relationship-building copy
  • Post-sales follow-up copy that drives additional sales

The student may deploy this copy in any appropriate sales funnel and must also defend each choice of media.

Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and he's a real estate investor and a copywriter for real estate investors.