THE DEVELOPMENT OF A MOOCS ON THE FUNDAMENTALS OF COPYWRITING

Abstract

This study aims to design and develop a Massive Open Online CourseS (MOOCs) titled Fundamentals of Copywriting that is effective, flexible, and responsive to the needs of online learners. Employing the ADDIE development model (Analysis, Design, Development, Implementation, Evaluation), the study integrates a self-paced learning approach through a Learning Management System (LMS) platform. Needs analysis was conducted through interviews with experts in copywriting and digital marketing, highlighting the importance of practical and contextual exercises in the development of course content. The resulting MOOCs comprises eight learning sessions, featuring video-based materials, graphic animations, automated assessments, and interactive forums. Feasibility tests conducted by media, language, and subject-matter experts rated the MOOCs in the “Excellent” category, with average feasibility scores exceeding 83% across all aspects. The study concludes that the Fundamentals of Copywriting MOOCs serves as a relevant, communicative, and practical online learning medium for enhancing persuasive writing skills in the context of digital promotion. Additionally, the MOOCs offers an accessible and cost-efficient learning solution for the wider public.