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.

Published by 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 other books.