VSFS:BA_PEUM Professional English in Use-Ma - Course Information

BA_PEUM Professional English in Use-Marketing

Extent and Intensity

0/2/0. 3 credit(s). Type of Completion: z (credit).

Guaranteed by

PhDr. Ladislava Knihová, Ph.D., MBA
Subdepartment of Languages – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Dita Egertová

Prerequisites

Minimum level of English is Pre-Intermediate.

Course Enrolment Limitations

The course is offered to students of any study field.

Course objectives

Course Objective: To equip students with a comprehensive understanding of both foundational and AI-driven marketing principles while fostering language skills and communication activities tailored to the marketing domain. The course aims to immerse students in a wide range of grammatical structures and specialized marketing vocabulary. By the end of the course, students will not only be proficient in interpreting marketing-related texts and confidently using English marketing terminology but will also be adept at leveraging AI tools and strategies for data-informed decision-making and ethical marketing practices.

Learning outcomes

Learning Outcomes By the end of this course, students will be able to: Demonstrate a foundational understanding of key marketing concepts, including but not limited to, the marketing mix (4Ps and 4Cs), SWOT analysis, marketing strategies, and planning. Utilize specialized marketing vocabulary in English, with the confidence to interpret and produce professional language in marketing contexts. Understand the role of AI in redefining traditional marketing principles, including data-driven decision-making, predictive analytics, and customer engagement strategies. Apply ethical considerations to marketing practices, particularly in the context of AI applications. Perform basic data analysis and visualization tasks, with an introduction to AI-enhanced analytics tools like machine learning algorithms and Google Analytics. Engage in practical application through projects, peer-to-peer evaluations, and discussions, showcasing the integration of English language skills and marketing know-how. Evaluate the legal aspects of marketing, with an emphasis on compliance in digital settings, including GDPR guidelines. Develop an initial familiarity with AI-driven multimedia content creation, including graphics, video, and podcasting. Show proficiency in executing a basic marketing plan by using AI algorithms for strategy optimization and plan execution. These learning outcomes aim to equip students with both foundational marketing skills and a deep understanding of how AI is increasingly becoming an integral component in shaping the modern marketing landscape.

Syllabus

• 1-2 Units 1 – The marketing mix 1 - the 4Ps; AI transformation of the marketing mix through data-driven insights and automation 3-4 Unit 2 - The marketing mix 2 - the 4Cs, GR – Present simple and present continuous, Action and stative verbs 5-6 Unit 3 - SWOT analysis; Leveraging AI for enhanced data collection and insightful SWOT analysis; GR - Expressing the Future 7-8 Unit 4 Marketing strategy and the marketing plan; The role of AI algorithms in strategy formulation and plan execution; GR - Past simple and past continuous, Communication activities 9-10 Unit 5 - Marketing ethics, Exploring the ethical implications of AI in marketing practices; GR - Present perfect and past simple, Communication activities 11-12 Unit 6 - The market environment, GR Tense review, Reading activities 13-14 Units 7 - Legal aspects of marketing, Listening activities 15-16 Unit 8 - Research 1, Harnessing AI for automated data analysis and machine learning-driven predictive analytics; GR Past simple and past perfect, Samples of business correspondence 17-18 Unit 9 - Research 2, Visualization of research data and AI-enhanced analytics(motion charts, infographics, Google Analytics data), GR Passives 19-20 Unit 10 - New product development 1; New Product Development 1: Incorporating AI in Product Innovation and Validation; GR Tense review, Writing practice 21-22 Unit 11 - New product development 2; AI in Consumer Feedback and Product Iteration; GR Time clauses, Reading activities 23-24 Unit 12 - Brainstorming, 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.

not specified
• VERENA, Percival C., 2023. The Ultimate Guide to ChatGPT. ISBN 9798391354833.

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.

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