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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 course will cover the following topics: - corporate identity - product and new product development - logistics and distribution - price and pricing strategies - customer and loyalty to brands - advertising and promotion - point of sale promotion - digital marketing, viral marketing - outdoor advertising - distribution channels, - TV and radio advertising, the press - direct marketing - business ethics - trade fairs, exhibitions 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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| 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 |
| 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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| - 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 |
| - 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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| Students working in pairs |
| Students working in pairs |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dealing with situational issues - learning in situations |
| Methods for working with texts (Textbook, book) |
| Dealing with situational issues - learning in situations |
| Text analysis |
| Text analysis |
| Individual work of students |
| Individual work of students |
| Practice exercises |
| Practice exercises |
| Methods for working with texts (Textbook, book) |
| 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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Nick Robinson. Cambridge English for Marketing. Cambridge University Press, 2010. ISBN 978-0-521-12460-7.
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O'Driscoll, Nina. Market leader: business English. Harlow: Pearson Longman, 2010. ISBN 978-1-408-22.
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