English for Marketeers II
Course title:
English for Marketeers II
English for Marketeers II
Semester:
2
2
Level:
Introduction
Introduction
Learning outcomes of course unit:
Students who complete this course will master the English language in oral and written form and will be able to carry on advanced conversations in the business world. These students will have the ability to choose to express themselves in English in the marketing environment and correctly use the corresponding technical vocabulary.
Students who complete this course will master the English language in oral and written form and will be able to carry on advanced conversations in the business world. These students will have the ability to choose to express themselves in English in the marketing environment and correctly use the corresponding technical vocabulary.
Prerequisites:
none
none
Course contents:
Development of argumentation skills through interactive role plays; analysis of marketing case studies and papers (e.g. on the topic of "marketing ethics"); convincing presentations for a business idea/company; discussions on selected book/films related to the topic at hand; development of individual application documents in English (resume, cover letter) and preparation for a job interview in English. Surveys/interviews and the formulation of questionnaires; analysis of marketing case studies (e.g. "above the line vs. below the line"); development and presentation of a marketing strategy based on a problem.
Development of argumentation skills through interactive role plays; analysis of marketing case studies and papers (e.g. on the topic of "marketing ethics"); convincing presentations for a business idea/company; discussions on selected book/films related to the topic at hand; development of individual application documents in English (resume, cover letter) and preparation for a job interview in English. Surveys/interviews and the formulation of questionnaires; analysis of marketing case studies (e.g. "above the line vs. below the line"); development and presentation of a marketing strategy based on a problem.
Recommended or required reading:
Cotton, D. / Falvey, D. / Kent, S.: Market Leader: Upper intermediate Business English, 2001 Dibb, S. / Simkin, L.: The Market Segmentation Workbook: Target Marketing for Marketing Managers, 1995 Hewings, M.: Advanced Grammar in Use, 2005 Marconi, J.: Creating the Marketing Experience: New Strategies for Building Relationships with Your Target Market, 2005 Meerman S.: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly, 2008 Miller, M.: Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus, 2008 Morgan, N.: Working the Room: How to Move People to Action Through Audience-Centered Speaking, 2003 Murphy, P.E. / Laczniak, G.R.: Marketing Ethics: Cases and Readings, 2005 Portanger, E.: Boo Hoo: A Dot.com Story from Concept to Catastrophe, 2008 Reynolds, G.: Presentation Zen: Simple Ideas on Presentation Design and Delivery, 2008 Schlegelmilch, B.B.: Marketing Ethics. An International Perspective (Advanced Marketing Series), 1997 Sernovitz, A. / Godin, S. / Kawasaki, G.: Word of Mouth Marketing: How Smart Companies Get People Talking, 2009 Taleb, N.: The Black Swan: The Impact of the Highly Improbable, 2008
Cotton, D. / Falvey, D. / Kent, S.: Market Leader: Upper intermediate Business English, 2001 Dibb, S. / Simkin, L.: The Market Segmentation Workbook: Target Marketing for Marketing Managers, 1995 Hewings, M.: Advanced Grammar in Use, 2005 Marconi, J.: Creating the Marketing Experience: New Strategies for Building Relationships with Your Target Market, 2005 Meerman S.: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly, 2008 Miller, M.: Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus, 2008 Morgan, N.: Working the Room: How to Move People to Action Through Audience-Centered Speaking, 2003 Murphy, P.E. / Laczniak, G.R.: Marketing Ethics: Cases and Readings, 2005 Portanger, E.: Boo Hoo: A Dot.com Story from Concept to Catastrophe, 2008 Reynolds, G.: Presentation Zen: Simple Ideas on Presentation Design and Delivery, 2008 Schlegelmilch, B.B.: Marketing Ethics. An International Perspective (Advanced Marketing Series), 1997 Sernovitz, A. / Godin, S. / Kawasaki, G.: Word of Mouth Marketing: How Smart Companies Get People Talking, 2009 Taleb, N.: The Black Swan: The Impact of the Highly Improbable, 2008
Planned learning activities and teaching methods:
Integrated course, case studies, discussion, group work
Integrated course, case studies, discussion, group work
Assessment methods and criteria:
in-course assessment
in-course assessment
Course language:
English
English
ECTS:
4.00
4.00
Course-hours-per-week (chw):
2.00
2.00
Course unit code:
SPR2
SPR2
Type of course unit:
Integrated course
Integrated course
Mode of delivery:
integrated course
integrated course
