Academic Year/course:
2023/24
450 - Degree in Marketing and Market Research
27654 - Foreign Language for Marketing (English)
Syllabus Information
Academic year:
2023/24
Subject:
27654 - Foreign Language for Marketing (English)
Faculty / School:
109 - Facultad de Economía y Empresa
Degree:
450 - Degree in Marketing and Market Research
ECTS:
5.0
Year:
4
Semester:
Second semester
Subject type:
Optional
Module:
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1. General information
The main goal of this subject is that the student learns to communicate in English in an appropriate way in written and oral form adapting to the audience and the purpose of the discourse in different professional contexts in the field of marketing at international level.
These approaches and goals are aligned with the Sustainable Development Goals (SDGs) of the 2030 Agenda of United Nations (https://www.un.org/sustainabledevelopment/es/), specifically, the activities planned in the subject will contribute to the achievement of goals 1, 2, 4, 5, 5, 7, 8, 8, 10, 10, 12, 13, 16, 17.
Students wishing to take this course must have a general knowledge of the English language (written and oral) equivalent or superior to B1 of the CEFR. Classes will be taught in English and students must be able to take notes and communicate in English in the classroom. It is recommended to work on the subject on a continuous basis, which also implies attending classes regularly.
2. Learning results
The student, passing this subject, achieves the following results:
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Communicate in English in an appropriate way at an intermediate-advanced level, in oral and written form, adapting to the professional context of marketing, emphasizin on argumentation.
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Understand and critically interpret texts in English related to the marketing area.
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Interpret and present data related to the management of marketing-related activities, using specific oral and written communication strategies and techniques in English.
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Use the strategies of organization and synthesis of formal and professional discourse in oral and written English.
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To have acquired sufficient vocabulary specific to professional practice in the field of marketing to be able to communicate effectively and accurately.
Since this specific English subject starts from a level of B1, at the end of the course students will reach a level higher than this.
3. Syllabus
UNIT 1. A CAREER IN MARKETING
Introduction to marketing
Your professional identity: "market yourself"
Corporate identity: logos, branding and company profile
UNIT 2. MARKET RESEARCH
The process of marketing
Finding potential customers
Presenting the results of the market research: describing graphs and charts
UNIT 3. MARKETING STRATEGIES
Introduction to the marketing plan
The four Ps: product, Price, Placement and Promotion
Contacting other companies and customers
UNIT 4. ADVERTISING
Advertising and Publicity
Advertising channels
The AIDA model
Advertising and ethics
UNIT 5. SOCIALISING AND PRESENTING YOUR PUBLIC FACE
Company promotion: press releases.
Socialising in trade fairs
4. Academic activities
The subject is divided into the following activities:
Participative master classes: 20 hours.
Participative practical classes with written and oral group and individual work: 30 hours.
Personal study. 75 hours.
Assessment tests. 2h 30mins (outside class hours).
In principle, the teaching methodology and its evaluation is planned to be based on face-to-face classes . However, if circumstances so require, they may be carried out online.
5. Assessment system
The subject will be evaluated in first and second summons by means of a global evaluation.
Global assessment:
A global test based on the contents and practical activities of the subject, consisting of:
- An oral presentation in groups of three or four students followed by questions.
- A listening comprehension test.
- A written comprehension test, grammar and vocabulary exercises.
- A test of written texts that will include the use of specific vocabulary and the use of the English language register in the field of marketing.
These tests will be held on the date set by the Faculty during the official examination period.
In thecase of the oral presentation, students may choose to make it either in advance on dates proposed by the faculty of the subject at the end of the semester, or on the official dates of each call. You will be able to choose the date of the test atin the document with dates and times available in Moodle with enough time in advance.
Assessment Criteria:
At both sessions, correctness in oral and written presentation, discourse organisation, correct use of specific vocabulary and generic conventions of the formal register of English in the field of marketing, as well as correctness in pronunciation, intonation, fluency and grammar, all within the intermediate level of English language proficiency required to take the course, will be assessed.
The oral proficiency assessment test (oral presentation and comprehension) will represent 50% of the final grade and the written proficiency assessment test (written comprehension and production) the other 50%. To pass the subject it is necessary to obtain, separately both parts (oral and written) a minimum of 50% in each part.