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Lecturer(s)
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Atcheson Hana, Mgr.
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Navrátil Michal, Mgr.
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Course content
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The lessons are focused on the following topics from the field of marketing communications: - Corporate identity - Logo - Brand - Market research - Customer profile - Data collection - SWOT analysis - Marketing plan - Distribution channels - Marketing mix - Product development and product life cycles - Customer care and services The course also covers the following areas from business English: - Motivation - Headhunting - Company start-up - Business and gender - The spirit of enterprise
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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
- 14 hours per semester
- Preparation for course credit
- 10 hours per semester
- Participation in classes
- 26 hours per semester
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| prerequisite |
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| Knowledge |
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| Upper-intermediate (B2) level of English, an ability to understand and express oneself when talking about vocational topics in English and also in Czech language. |
| Upper-intermediate (B2) level of English, an ability to understand and express oneself when talking about vocational topics in English and also in Czech language. |
| learning outcomes |
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| After the course students have English language knowledge minimum at B2 level or higher in: - Lexis for expressing general principles in preparing a marketing campaign - Lexis for talking about their work on marketing projects - Lexis for expressing themselves within a broader context of their study specialisation - Usage of English syntax - Usage of sentence punctuation and sentence linking words |
| After the course students have English language knowledge minimum at B2 level or higher in: - Lexis for expressing general principles in preparing a marketing campaign - Lexis for talking about their work on marketing projects - Lexis for expressing themselves within a broader context of their study specialisation - Usage of English syntax - Usage of sentence punctuation and sentence linking words |
| Skills |
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| After the course students have ability to: - Express themselves about vocational topics related to marketing communications - Apply basic principles of building and delivering a vocational presentation - Refer about projects in marketing done in the Czech Republic and abroad - Understand a vocational lecture - Understand a vocational journal article and provide its brief summary |
| After the course students have ability to: - Express themselves about vocational topics related to marketing communications - Apply basic principles of building and delivering a vocational presentation - Refer about projects in marketing done in the Czech Republic and abroad - Understand a vocational lecture - Understand a vocational journal article and provide its brief summary |
| teaching methods |
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| Knowledge |
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| Text analysis |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dealing with situational issues - learning in situations |
| Dealing with situational issues - learning in situations |
| Text analysis |
| Methods for working with texts (Textbook, book) |
| Individual work of students |
| Students working in pairs |
| Students working in pairs |
| Practice exercises |
| Practice exercises |
| Methods for working with texts (Textbook, book) |
| Individual work of students |
| assessment methods |
|---|
| Grade (Using a grade system) |
| Written examination |
| Written examination |
| Grade (Using a grade system) |
| Preparation of a presentation, giving a presentation |
| Preparation of a presentation, giving a presentation |
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Recommended literature
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Emmerson, P. Business Vocabulary Builder. MacMillan, 2010.
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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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Nick Robinson. Cambridge English for Marketing. Cambridge University Press, 2010. ISBN 978-0-521-12460-7.
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Paul Emmerson. Essential Business Vocabulary Builder. Macmillan Education, Oxford, 2011. ISBN 978-0-230-40761-9.
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Simon Sweeney. Professional English Marketing. Longman. ISBN 0-582-45150-7.
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Sylee Gore. English for Marketing and Advertising. Nakladatelství Frauss. ISBN 978-80-7238-609-3.
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