Syllabus
SYLABUS
The order of topics may be slightly modified. 1 Course introduction. 2 The marketing mix 1,2. 3 SWOT analysis; Marketing plan and strategy 4 Marketing ethics . The market environment. 5 Product and service types. Product life cycles. Selling products and services. 6 New product development 1,2. Summary and paraphrasing. 7 Midterm test ; Market segmentation 8 Research 1 and 2 9 Branding 1, 2. Brand Values. 10 Customer needs. Loyalty programmes. Customer relationship management. 11 The marketing budget. Price.
The materials provided to students and used during the course are exclusively for the purpose of study for registered members of the course English for Marketing 1. They are not intended for wider distribution. Any wider distribution of these course materials is permitted only with the express consent of the course providers, and in the absence of such consent is forbidden.
Annotation
This is the first of a two part course in advanced English communication. It is designed for non-native speakers who would like opportunities to study and discuss issues and ideas associated with business and marketing.
A prerequisite for this course is a required minimum knowledge of upper-intermediate level (B2) so that students are able to read articles on business and marketing from the internet and professional journals. The objective of this course is for students to expand their vocabulary in terms of business and marketing collocations, to improve their communication and academic skills.
Students will need the specific language when attending lectures in English, while reading professional journals and books that have not been translated into Czech and last but not least in discussions and discourses when expressing their opinions on particular marketing-related topics. Students will gradually learn the language of discussions and negotiations. "You can have brilliant ideas, but if you cannot get them across, your ideas will not get you anywhere." (Lee Iacocca)