BA_PEUM Professional English in Use-Marketing

University of Finance and Administration
Summer 2023
Extent and Intensity
0/2/0. 3 credit(s). Recommended Type of Completion: z (credit). Other types of completion: zk (examination).
Teacher(s)
PhDr. Ladislava Knihová, Ph.D., MBA (seminar tutor)
Guaranteed by
PhDr. Ladislava Knihová, Ph.D., MBA
Subdepartment of Languages – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Ivana Plačková
Timetable of Seminar Groups
BA_PEUM/cMCPH: each odd Monday 12:15–12:59 E305, each odd Monday 13:00–13:45 E305, each odd Monday 14:00–14:44 E305, each odd Monday 14:45–15:30 E305, L. Knihová
Prerequisites
Minimum level of English is Pre-Intermediate.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The objective of the course is to acquire and develop language skills and communication activities with regard to marketing basics. Students will cover a wide variety of grammatical structures and marketing vocabulary in order to develop an understanding in the areas of key marketing concepts (the marketing mix, SWOT analysis, marketing strategy and the marketing plan, marketing ethics, legal aspects of marketing, marketing research, brainstorming, etc.). At the end of the course students will be able to interpret marketing-related texts based on the authentic professional language, use English marketing terminology with confidence, and demonstrate application of the newly acquired marketing knowledge and skills in practice.
Learning outcomes
On completion of this course, students will demonstrate the acquisition of complex professional language skills and their ability to: 1. Understand, discuss and use correctly terms, categories and concepts related to topics such as the marketing mix, SWOT analysis, marketing strategy and the marketing plan, marketing ethics, marketing environment, legal aspects of marketing, marketing research data analyses and interpretation, new product development, and brainstorming. 2. Read, understand, analyse, and interpret professional marketing texts. 3. Demonstrate the use of the a/m marketing and business-related concepts in real-life simulations through students' projects and presentations. 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 marketing communication studies. The course learning outcomes apply to the part-time study programme as well.
Syllabus
  • 1-2 Units 1 – The marketing mix 1; Guidelines for giving presentations 3-4 Unit 2 - The marketing mix 2, GR – Present simple and present continuous, Action and stative verbs 5-6 Unit 3 - SWOT analysis, GR - Expressing the Future 7-8 Unit 4 Marketing strategy and the marekting plan, GR - Past simple and past continuous, Communication activities 9-10 Unit 5 - Marketing ethics, GR - Present perfect and past simple, Communication activities 11-12 Unit 6 - The market environment, GR Tense review, Reading activities 13-14 Units 8 - Legal aspects of marketing, Listening activities 15-16 Unit 8 - Research 1, GR Past simple and past perfect, Samples of business correspondence 17-18 Unit 9 - Research 2, Visualization of research data (motion charts, infographics, Google Analytics data), GR Passives 19-20 Unit 10 - New product development 1,GR Tense review, Writing practice 21-22 Unit 11 - New product development 2, GR Time clauses, Reading activities 23-24 Unit 12 - Braingstorming, GR 1st + 2nd conditionals; Revision of Units 1-12
Literature
    required literature
  • Professional English in Use - Marketing, Cate Farrall, Marianne Lindsley, CUP, 2008, ISBN 978-0-521-70269-0
  • MURPHY, Raymond, 2012. English grammar in use: a self-study reference and practice book for intermediate learners of English : with answers [and CD-ROM]. 4th ed. Cambridge: Cambridge University Press, x, 380 s., 8 s. příl. ISBN 978-0-521-18939-2.
    recommended literature
  • CLOW, Kenneth E a Donald BAACK, c2010. Integrated advertising, promotion, and marketing communications. 4th ed. Upper Saddle River, N.J.: Prentice Hall, xxi, 454 p. ISBN 01-360-7942-3.
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN, 2017. Marketing 4.0: moving from traditional to digital. New Jersey: Wiley, 184 s. ISBN 978-111-9341-208.
  • Mobile application: English Grammar in Use (iOS & Android)
  • Mobile application: Oxford Advanced Learner's Dictionary (OALD9)
  • SOLOMON, Michael R, 2016. Consumer behavior: buying, having, and being. 12. edice. Pearson. ISBN 978-0-13-412993-8.
  • KOTLER, Philip, KARTAJAYA, Hermawan and SETIAWAN, Iwan, 2021. Marketing 5.0: technology for humanity. Hoboken, New Jersey: Wiley. ISBN 978-1-119-66854-1.
Teaching methods
Lectures and seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75% in full-time study, compulsory tutorial participation is 50% in part-time study.
Assessment methods
FULL-TIME STUDY 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 is assessed 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 50-40%, 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 such a case the student will have to transfer the subject into the following term/academic year, and following the purchase of the necessary credits he/she will have again three attempts to pass the subject (to write the 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.
Language of instruction
English
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 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Summer 2021, Summer 2022, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2023, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2023/BA_PEUM