B_AJA_5 English Language A 5

University of Finance and Administration
Winter 2023
Extent and Intensity
0/4. 3 credit(s). Type of Completion: z (credit).
Guaranteed by
PhDr. Ladislava Knihová, Ph.D., MBA
Department of Languages - Departments - University of Finance and Administration
Contact Person: Ivana Plačková
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
Mastering professional language and its practical use is the main objective of the course with a special focus on lexical and phraseological units in professional and technical English, deeper fixing of grammar structures, comprehension of spoken language, both direct and recorded, and communication in business environment and improvement in written English. The course is based on the concept of teaching English as a Foreign Language (EFL) according to the latest methods focused on the interactivity and interdependence of all language skills. With the help of detailed interactive electronic curricula, uploaded to the intranet of the internal information system with remote access, the course helps students in autonomous learning, and allows deeper learning in harmony with their own needs and possibilities, thus assisting not only self-directed but also self-determined learning based on the theory of heutagogy. Specific learning outcomes and thematic focus are defined below.
The course objectives apply to the part-time study programme as well.
Learning outcomes
Course learning outcomes Students will demonstrate the acquisition of complex language skills and their ability to use terms, categories and concepts related to the following main topics of the course: dress code, telephoning, innovations, career, personal finance and job application. Students will be able to read, understand, analyse, and interpret professional texts. They will master the skills of having marketing-related conversations, i.e. topics such as branding, brand values, market segmentation, customers' needs and customer behaviour. Last but not least, students will develop the habits of their own independent learning with the synchronous support provided by the teacher and interactive electronic syllabuses uploaded on the university intranet. Simultaneously, all the above helps further self-determining direction of individual students in their English language studies.
The course learning outcomes apply to the part-time study programme as well.
  • This sylabus is designed for full-time study programme students. Requirements for part-time study programme students are specified in the study materials of subject B_AJA_5 (ML).

    Course content:
    International Express - Intermediate - 3rd Edition: Units: 5-7;
    Professional English in Use - Marketing: Units 17-20

    Obsah cvičení:

    1-2 IE-I Unit 5 Fashion and function: Multimedia – Harris Tweed; Grammar: Modal and related verbs.
    3-4 PEIU-M 17: Vocabulary. BRANDING 2: Brand platform; Brand management.
    5-6 IE-I Unit 5: Vocabulary: Colour and their idioms; Prefixes; Work skills: Telephoning.
    7-8 PEIU-M 17: BRANDING 2: Brand strategy; Word combinations with brand; Exercises.
    9-10 IE-I Unit 5: Functions: Giving advice and suggestions; UNIT 5 REVIEW.
    11-12 PEIU-M 18: Vocabulary, BRAND VALUES: Common brand values.
    13-14 IE-I Unit 6: Using innovation: Multimedia - Lifesaver; Grammar: Past simple, past continuous, past perfect.
    15-16 PEIU-M 18: BRAND VALUES: Describing brand values; Exercises
    17-18 IE-I Unit 6: Vocabulary: Water footprint, noun formation; Work skills: Presentations 2: structuring a talk.
    19-20 Marketing workshop I: Over to you PEIU-M 17 and 18, presentations, group activities.
    21-22 IE-I Unit 6: Functions: Describing problems and finding solutions; UNIT 6 REVIEW.
    23-24 PEIU-M 19: Vocabulary. MARKET SEMENTATION: What is it? How does market segmentation work?
    25-26 IE-I Unit 7: Work styles and careers: Multimedia – Career change; Grammar: Zero, 1st and 2nd Conditional.
    27-28 PEIU-M 19: MARKET SEMENTATION: Common market segments; Exercises.
    29-30 IE-I Unit 7: Vocabulary: Money and finance; Work skills: Emails 2: job applications.
    31-32 Marketing Video Session, speaking and writing activities (TM).
    33-34 IE-I Unit 7: Functions: Discussing and reaching agreement; UNIT 7 REVIEW.
    35-36 PEIU-M 20: Vocabulary. CUSTOMER NEEDS AND BEHAVIOUR: Maslow‘s hierarchy of needs.
    37-38 IE-I Unit 5 Grammar and vocabulary revision. Electronic exercises.
    39-40 PEIU-M 20: CUSTOMER NEEDS AND BEHAVIOUR: Consumer life cycle; Purchasing behaviour; Exercises.
    41-42 IE-I UNIT 6. Interactive exercises; revision of topics and vocabulary. 43-44 Marketing workshop II: Over to you PEIU-M 19 and 20, presentations, group activities.
    45-46 Unit 7 grammar and vocabulary revision. (topics and vocabulary) revision.
    47-48 PEIU-M topics and vocabulary revision. Self-test.

    required literature
  • International Express: Intermediate: Student's Book with Pocket Book and DVD-ROM. 3rd edition. Harding, Keith a Alastair Lane. 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
  • Business Vocabulary in Use – Intermediate SECOND EDITION, Bill Mascull, CUP, 2010, ISBN 978-0-521-74862-9
  • 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
Seminars in full-time study; compulsory seminar participation is 75%.
Assessment methods
1 OBLIGATORY PARTICIPATION IN LESSONS The extent of obligatory participation in lessons has been stipulated as follows: 75% applies to full-time students. The subject assesment is based on the student's results in the Credit Test. It testifies to the fulfilment of study obligations. 2 CREDIT TEST Reaching the result of minimum 60 points out of 100 points (maximum) is the precondition to gain the credit. The student is entitled to one regular attempt and he/she can do two resits to pass the Credit Test with the lecturer assigned to him. Note: The students who will be convicted of fundamental violation of the Study and Examination Code while writing the Credit Test (namely the forbidden use of mobile phones, spy pen cameras etc.) will automatically get the assessment “---“ (i.e. failed). 3 INSUFFICIENT ATTENDANCE In case of insufficient attendance between 75-40%, the assessment “-“ will be entered into the IS and the person concerned automatically loses one attempt to sit the test. The seminar attendance less than 40 % means that the student didn't meet the minimum required study obligations and he/she will be assessed as failed “---". In this case the student will have to transfer the subject into the following term/academic year and pay the stipulated fees for the increased number of attempts in order to gain the credits within the particular academic year. Consequently, he/she will have three new attemps to pass the subject (i.e. write a test). 4 STUDENTS WITH INDIVIDUAL STUDY PLAN The students with the approved Individual Study Plan (ISP) are obliged to get in touch with their lecturer in three weeks’ time at the very latest since the beginning of the term in order to agree alternative ways to fulfil their study obligations due to optional attendance. In case the student verifiably neglects this obligation, he/she will be assessed as failed and the code of “---“ will be entered into the IS. The students who were given the status of ISP on the course of the running term are obliged to contact their assigned lecturer in 14 days at the very latest.

In case of additional emergency measures with regard to the situation associated with the dissemination of COVID-19, or, as the case may be, due to other verifiable objective facts, the Department of Languages introduces the following rules for the completion of the English language subject B_AJA_5 in the winter semester of the Academic Year 2020-21. If it is not possible for the students or employees of The University of Finance and Administration to enter the university buildings or premises, an alternative fulfilment to written or electronic tests in the winter semester 2020 across all disciplines will be an oral examination of students' knowledge in the online environment (e.g. MS Teams, ZOOM, Skype, Whatsapp, etc.) in the length of about 10-15 minutes. The required knowledge and skills for each subject are specified in the Information System (IS) in the section of information on the course. The specific dates of the oral online exams will be agreed upon between teachers and the students of the full-time and part-time study programmes groups, and the oral test dates will be announced in the IS. For students of those part-time study programmes without lessons of English language in their study programmes, the dates of the oral online exam will be announced by the Department of Languages and students will register for a particular date in the Information System.
Language of instruction
Follow-Up Courses
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
The course is also listed under the following terms Winter 2007, Summer 2008, Winter 2008, Winter 2009, Summer 2010, Winter 2010, Summer 2011, Winter 2011, summer 2012, Winter 2012, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2023/B_AJA_5