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Lecturer(s)
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Weberová Dagmar, doc. PhDr. Ph.D., MBA.
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Course content
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The course will cover the following topics: Corporate identity, - logo, - brand, - market research, - customer profile, - data collection, - marketing plan, - creating ads, - distribution channels, - telemarketing, - direct marketing, - PR, - sponsoring, - trade fairs, etc.
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Learning activities and teaching methods
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Dialogic (Discussion, conversation, brainstorming), Methods for working with texts (Textbook, book), Practice exercises, Text analysis, Individual work of students, Students working in pairs, Dealing with situational issues - learning in situations
- Home preparation for classes
- 30 hours per semester
- Preparation for course credit
- 30 hours per semester
- Participation in classes
- 28 hours per semester
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| prerequisite |
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| Knowledge |
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| Upper-intermediate level of English. Ability to understand and express oneself in Czech. |
| Upper-intermediate level of English. Ability to understand and express oneself in Czech. |
| learning outcomes |
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| The student learned the vocabulary associated with advertising and promotion. |
| The student learned the vocabulary associated with advertising and promotion. |
| After the course the student is be able to communicate actively in English about topics from the field of marketing communications and has mastered the relevant vocabulary. |
| After the course the student is be able to communicate actively in English about topics from the field of marketing communications and has mastered the relevant vocabulary. |
| The student learned the vocabulary associated with point of sale and outdoor advertising. |
| The student learned the vocabulary associated with point of sale and outdoor advertising. |
| The student learned the vocabulary associated with trade fairs and exhibitions. |
| The student learned the vocabulary associated with trade fairs and exhibitions. |
| The student learned the vocabulary associated with complaining. |
| The student learned the vocabulary associated with complaining. |
| The student knows how to write business reports. |
| The student knows how to write business reports. |
| Skills |
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| The student is able to use vocabulary associated with advertising and promotion appropriately. |
| The student is able to use vocabulary associated with advertising and promotion appropriately. |
| The student is able to use vocabulary associated with point of sale and outdoor advertising appropriately. |
| The student is able to use vocabulary associated with point of sale and outdoor advertising appropriately. |
| The student is able to use vocabulary associated with trade fairs and exhibitions appropriately. |
| The student is able to use vocabulary associated with trade fairs and exhibitions appropriately. |
| The student is able to appropriately and politely react to customer complaints. |
| The student is able to appropriately and politely react to customer complaints. |
| Writing business reports, the students is able to distinguish between facts and opinions. |
| Writing business reports, the students is able to distinguish between facts and opinions. |
| teaching methods |
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| Knowledge |
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| Methods for working with texts (Textbook, book) |
| Methods for working with texts (Textbook, book) |
| Dialogic (Discussion, conversation, brainstorming) |
| Practice exercises |
| Practice exercises |
| Individual work of students |
| Individual work of students |
| Text analysis |
| Text analysis |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Students working in pairs |
| Students working in pairs |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Written examination |
| Written examination |
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Recommended literature
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Farrall, Cate. Professional English in use : marketing. 1st pub. Cambridge : Cambridge University Press, 2008. ISBN 978-0-521-70269-0.
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Gore, Sylee. English for marketing and advertising : B2. 1. vyd. Plzeň : Fraus, 2007. ISBN 978-80-7238-609-3.
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