VSFS:B_AJA_5 English Language A 5 - Course Information

B_AJA_5 English Language A 5

Extent and Intensity

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

Timetable of Seminar Groups

B_AJA_5/1MMO: No timetable has been entered into IS.
B_AJA_5/1MPH: No timetable has been entered into IS.

Prerequisites

B_AJA_4 English Language A 4
Successful completion of B_AJA_4

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

The objectives of the course are focused on the practical applicability of graduates. With the support of detailed interactive electronic syllabi available through the internal information system with remote access, students are enabled to engage in deeper study within the framework of autonomous self-directed learning according to their individual educational needs. The specific learning outcomes and thematic focus of the course are defined below.
The course objectives apply to the part-time study programme as well.

Learning outcomes

Course learning outcomes Students will acquire the ability to read, understand, analyze, and interpret professional texts, as well as to converse on the following specialized marketing topics: branding, brand values, market segmentation, and customer needs and behavior. Furthermore, students will develop habits of independent, self-directed learning with the support of the instructor and interactive electronic study materials available on the university intranet. All of this also contributes to the students’ further self-directed progress in studying the English language.
The course learning outcomes apply to the part-time study programme as well.

Syllabus

This syllabus is intended for full-time (on-campus) study. Requirements for blended learning (part-time) are specified in the course study materials.
Course content:
International Express - Intermediate - 3rd Edition: Units: 5-7;
Professional English in Use - Marketing: Units 17-20

IE-I Unit 5 Fashion and function: Multimedia – Harris Tweed; Grammar: Modal and related verbs
PEIU-M 17: Vocabulary; BRANDING 2: Brand platform; Brand management
IE-I Unit 5: Vocabulary: Colour and their idioms; Prefixes; Work skills: Telephoning
PEIU-M 17: BRANDING 2: Brand strategy; Word combinations with brand; Exercises
IE-I Unit 5: Functions: Giving advice and suggestions; UNIT 5 REVIEW
PEIU-M 18: Vocabulary; BRAND VALUES: Common brand values
IE-I Unit 6: Using innovation: Multimedia - Lifesaver; Grammar: Past simple, past continuous, past perfect
PEIU-M 18: BRAND VALUES: Describing brand values; Exercises; IE-I Unit 6: Vocabulary: Water footprint, noun formation
Work skills: Presentations 2: structuring a talk; IE-I Unit 6: Functions: Describing problems and finding solutions; UNIT 6 REVIEW
19–20 PEIU-M 19: Vocabulary; MARKET SEGMENTATION: What is it? How does market segmentation work?; Common market segments; Exercises
21–22 IE-I Unit 7: Work styles and careers: Multimedia – Career change; Grammar: Zero, 1st and 2nd Conditional; Vocabulary: Money and finance; Work skills: Emails 2: job applications
23–24 PEIU-M 20: CUSTOMER NEEDS AND BEHAVIOUR: Maslow‘s hierarchy of needs; Consumer life cycle; Purchasing behaviour; Exercises; IE-I Unit 7: Functions: Discussing and reaching agreement; UNIT 7 REVIEW

Literature

required literature
• HARDING, Keith a Rachel APPLEBY. International Express Pre-Intermediate Third Edition: Student's Book with Pocket Book and DVD-Rom. Oxford: Oxford University Press, 2014. ISBN I9780194597852
• Professional English in Use - Marketing, Cate Farrall & Marianne Lindsley, CUP, 2008, ISBN 978-0-521-70269-0

recommended literature
• 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
• English Grammar in Use, Third edition (with answers and CD-ROM), Raymond Murphy, CUP, ISBN 978 0 521 53762 9
• Mobilní aplikace: English Grammar in Use (iOS & Android)
• Mobilní aplikace: Oxford Advanced Learner's Dictionary (OALD9)
• KOTLER, Philip, KARTAJAYA, Hermawan and SETIAWAN, Iwan, 2021. Marketing 5.0: technology for humanity. Hoboken, New Jersey: Wiley. ISBN 978-1-119-66854-1.
• 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

• B_AJA_4 English Language A 4

Further Comments

The course can also be completed outside the examination period.

• Enrolment Statistics (recent)
  
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