B_AJA_4 English Language A 4

University of Finance and Administration
Summer 2026
Extent and Intensity
0/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Mgr. Štěpánka Hronová, MBA (seminar tutor)
Guaranteed by
JUDr. Mgr. Tomislav Potocký, Ph.D.
Subdepartment of Languages – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Ivana Plačková
Prerequisites
B_AJA_3 English Language A 3
The requirement for the completion of this course is completion of the course B_AJA_3.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course objectives are focused on the practical employability of graduates. With the help of detailed interactive electronic syllabi in the internal information system with remote access, the course supports students in autonomous learning and also enables more in-depth study according to their own needs and capacities. In this way, it fosters not only self-directed but also self-determined learning, based on the principles of heutagogy. The specific learning outcomes and thematic focus of the course are defined below. The course objectives also apply to part-time study.
Learning outcomes
Students will acquire the ability to read, understand, analyse, and interpret specialised texts and to converse on the following professional marketing topics: types of products and services, the product life cycle, product and service sales, and branding. Furthermore, students will develop habits of independent learning supported by the instructor and interactive electronic study materials available on the university intranet. All of this contributes to each student’s further self-determined progress in studying the English language.
Syllabus
This sylabus is designed for the full-time study programme. The requirements for part-time study programme are in "study materials" in the IS.

Course book:
International Express Intermediate: Units 1–4
Professional English in Use - Marketing: Units 13-16

Course content:

IE-Int Unit 1 Making connections; Grammar: Present Simple and Present Continuous, Multimedia: Social media marketing. -- PEiU-M 13 vocabulary, Product and service types IE-Int Unit 1: Vocabulary: Social networks and the internet; Work skills: Writing a professional profile. -- PEiU-M 13 Product and service types, exercises. -- E-Int Unit 1: Functions: Networking; UNIT 1 REVIEW. -- PEiU-M 14 vocabulary, Product life cycles. -- IE-Int Unit 2 International design; Grammar: Past Simple, Present Perfect Simple and Present Perfect Continuous; Multimedia: The Empire State Building. -- PEiU-M 14 Product life cycles, The Boston Box Matrix, exercises. -- IE-Int Unit 2: Vocabulary: Starting a new business, phrasal verbs; Work skills: Team meetings. -- Marketing workshop I: Over to you PEiU-M 13 and 14, students’ presentations, group activities. -- IE-Int Unit 2: Functions: Checking progress, delegating tasks; UNIT 2 REVIEW. -- PEiU-M 15 vocabulary, Selling products and services. -- IE-Int Unit 3 Future lifestyles; Grammar: will, may, might, be likely / possible, Multimedia: Masdar - city of the future. -- PEiU-M 15 Selling products and services, exercises. -- IE-Int Unit 3: Vocabulary: The speed of change, describing cause and effect; Work skills: Emails 1, confirming arrangements. -- PEiU-M 16 vocabulary, Branding 1. -- IE-Int Unit 3: Functions: Making arrangements; UNIT 3 REVIEW. -- PEiU-M 16 Branding, exercises. -- IE-Int Unit 4 Heritage; Grammar: Making comparisons; Multimedia: Mercedes-Benz Museum; Vocabulary: City descriptions, -ing vs -ed adjectives.

Literature
    required literature
  • HARDING, Keith a Alastair LANE. International Express: Intermediate: Student's Book with Pocket Book and DVD-ROM. 3rd edition. Oxford: Oxford University Press, 2014, 167 s. Oxford business English. ISBN 978-0-19-459786-9
  • Professional English in Use - Marketing, Cate Farrall & Marianne Lindsley, CUP, 2008, ISBN 978-0-521-70269-0
    recommended literature
  • English Grammar in Use, Third edition (with answers and CD-ROM), Raymond Murphy, CUP, ISBN 978 0 521 53762 9
  • MURPHY, Raymond. Essential grammar in use: a self-study reference and practice book for elementary students of English. 3rd ed. Cambridge: Cambridge University Press, 2007, 319 s. ISBN 978-0-521-67580-2
  • Mobilní aplikace: English Grammar in Use (iOS & Android)
  • Mobilní aplikace: Oxford Advanced Learner's Dictionary (OALD9)
  • Náhradní obsah: CLOW, Kenneth E. a Donald BAACK, 2016. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson. ISBN 978-0-13-386633-9.
  • DE MOOIJ, Marieke, 2021. Global marketing and advertising: understanding cultural paradoxes. 6. vyd. Thousand Oaks: SAGE Publications Ltd. ISBN 978-1-5297-3250-4.
  • STIEGLITZ, Stefan a Björn ROSS, ed., 2022. Media and Communication [online]. 10(2) [vid. 2023-01-25]. Dostupné z: https://www.cogitatiopress.com/mediaandcommunication/issue/viewIssue/308/PDF308
Teaching methods
The course is conducted as self-directed autonomous learning using electronic study materials in the Information System (Course Study Guide) with the possibility of group consultations with the instructor on-site (to be specified at the beginning of the Winter Semester 2025).
Assessment methods
Course completion: The course is completed with a credit. The credit certifies the fulfilment of the required study obligations.
The condition for awarding the credit is a 60% success rate in the credit test (achieving at least 60 points out of 100).
Language of instruction
Czech
Follow-Up Courses
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Summer 2009, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Winter 2012, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, Summer 2024, Summer 2025.
  • Enrolment Statistics (recent)
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