English for Marketing

Course description
  • Duration: 30 hours of class time
  • Number of sessions: 15
  • Recognition for optional credits: 2
  • Language: English
  • Level: B1-B2 or above
  • Campus: Córdoba / Sevilla
  • Area of interest: Business Administration / Marketing
  • Fee: 200€
Professional Demand

In today's global economy, companies carry out diverse marketing campaigns. Many campaigns are planned, co-ordinated and even launched in English, therefore it is becoming imperative for business professionals to have a strong grasp of Marketing-related English. From planning campaigns to negotiating supplier contracts, excellence in English has become an invaluable skill

Course objectives

At the end of this course, you will:

  • Have developed the specialist language and communication skills needed for a wide range or marketing-specific activities.
  • Have improved English language skills in a variety of marketing contexts.
  • Be able to use appropriate vocabulary related to business and marketing.
  • Communicate with confidence and fluency in English.
  • Pairwork – students will work in pairs to develop oral linguistic competences in the fields of marketing
  • Groupwork – some activities will be carried out in groups, where students will discuss ideas in small groups and then feed back to the class
  • Role playing – through this we will provide practise of, for example, preparing briefs, planning marketing campaigns, carrying out analyses, running focus groups, organising events and exhibitions, etc.
  • Cases - they help students learn general business practices while improving their English

Unit 1: The role of Marketing

  • Discussing marketing tasks using verb-noun collocations
  • Explaining and giving examples; querying; showing understanding
  • Collocations with stakeholder

Unit 2: Marketing plan: audit and objectives

  • Common marketing acronyms
  • Describing trends
  • Terms and verb forms in PESTEL / Five Forces analyses
  • SMART marketing objectives
  • Verb-noun collocations used in marketing objectives

Unit 3: Marketing plan: strategy and tactics

  • Using demonstratives to connect ideas in writing
  • In a meeting: explaining and summarizing key points; suggesting tactics; disagreeing
  • Collocations used in elements of the marketing mix; a marketing budget
  • Expressions used in an executive summary
  • Adverbs to make your writing more positive

Unit 4: International customer communications

  • In a meeting: explaining a breakdown in communication; acknowledging and moving on; making another person feel more comfortable
  • Introducing recommendations
  • Numbers in the context of market segmentation
  • The language of concepts
  • Positive and negative feedback

Unit 5: Market Research Verbs to describe market research

  • Issues in the financial services industry
  • Market research techniques
  • Collocations with focus group
  • Moderating a discussion
  • Terms for online surveys
  • Describing survey results

Unit 6: New product development

  • (NPD) and branding
  • Hypothetical situations
  • The language used in concept statements
  • Verbs and collocations used to talk about branding
  • Sections of a typical brief to a branding agency

Unit 7: Product launch and promotion Discussing concepts

  • Tools in the promotional mix
  • Presentations: moving on; showing slides; dealing with interruptions
  • Adjectives to describe good internal communications
  • Persuasive writing
  • Verb forms and tenses used in press releases

Unit 8: Digital marketing Digital marketing techniques

  • Positive and negative results of a strategy
  • In a meeting: suggestions; agreeing and disagreeing
  • Writing good web copy
  • Using keywords

Unit 9: Agencies and Suppliers Expressions used in a request for information

  • Collocations used to describe an agency's capabilities
  • Structure in copywriting
  • Using emotive language in copywriting

Unit 10: Exhibitions and events Vocabulary relating to a trade show

  • Negotiating: offers and asking for a concession
  • Useful language for stand staffers
  • Networking topics and conversation at an event
  • Follow-up emails

Continuous assessment

During the course, students will do several progress tests. Besides, all the activities and tasks carried out in class or at home as part of this course will be assessed and taken into account for a final mark. These aspects will be taken into account for the final result:

  • Progress tests (20%)
  • Coursework (60%)
  • Homework (20%)

Attendance will be a fundamental aspect of the continuous assessment and so a minimum of 70% of attendance will be compulsory.

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