www.cambridge.org. Cambridge University Press. 978-0-521-72457-9 -
Cambridge English for the Media. Nick Ceramella and Elizabeth Lee. Frontmatter
.
1 Students discuss the questions in pairs and then feed back to the class. 2 a
Make ..... created by the four corners, positioned according to which combination.
Cambridge English: Preliminary (PET) for Schools. 16. Cambridge English: ....
Level C1, but falls within. Level B2, they receive a Cambridge English certificate.
Playway Levels 3 & 4. Primary Colours ... English Ladder Levels 1, 2 & 3.
Playway Levels 1 & 2 .... *Teacher's Resource Book Starter Level is not
accompanied by an Audio CD. **Flashcards ..... NEW Kid's Box Second edition.
Starter. Level 1
Preliminary for Schools Preliminary English Test (PET) for Schools. Preliminary
Preliminary ... Handbook for Teachers / Sample papers / Listening tests / Games.
Talk to your child's English teacher. Thousands of schools prepare children for
these high-quality tests, so it may be possible for your child to take Cambridge.
CAMBRIDGE ENGLISH : RESEARCH NOTES : ISSUE 64 / MAY 2016 ... teaching of academic vocabulary including the use of technological tools. 23 ... Wikispaces Classroom platform that allowed for monitoring ..... Amabile, T M (1996) Creativity in Context: U
Further information about Cambridge ESOL examinations and a list of authorised
centres ... Cambridge English: Preliminary for Schools (PET for Schools).
the language covered in a wide range of Primary English courses and materials. ...... R race n + v racing (car; bike) ad
and also for specific business English qualifications. All of our ..... access them on the internet. ..... development o
Cambridge English for Marketing is for intermediate to upper-intermediate level ...
learners of English who need to use English in a marketing environment.
Cambridge English for Marketing is for intermediate to upper-intermediate level (B1-B2) learners of English who need to use English in a marketing environment. The course can be used in the classroom or for self-study. Endorsed by the Chartered Institute of Marketing (CIM), this short course (40-60 hours) uses practical tasks and realistic scenarios to develop the specialist language and communication skills needed for a career in marketing. As well as teaching specialist language, the course also develops job-specific skills such as carrying out marketing audits using SWOT, PESTEL and Five Forces analyses, planning the marketing mix, preparing marketing campaigns, organising events and exhibitions and developing digital marekting strategies. The use of authentic contexts in the book further helps prepare learners for real working life.
Key Features • • •
•
Authentic contexts prepare marketers for the situations they will face in real life. Units focus on the functions students need to carry out in their jobs. Provides practise of, for example, preparing briefs, planning marketing campaigns, carrying out SWOT, PESTEL and Five Forces analyses, running focus groups, organising events and exhibitions, etc. Audio CD provides listening practice.
• Online Teacher's Notes are available to download for free.
Cambridge University Press 978-0-521-12460-7 - Cambridge English for Marketing Nick Robinson Frontmatter More information
UNIT 1 The role of marketing page 6
UNIT 2 Marketing plan 1: audit and objectives page 14
UNIT 3 Marketing plan 2: strategy and tactics page 22
UNIT 4 International customer communications page 30
UNIT 5 Market research page 38
4
Skills
Language focus
Texts
Describing your skills and qualifications Talking about what an organisation does Describing the role of marketing within an organisation Identifying stakeholders
Discussing marketing tasks using verb–noun collocations Asking about a person’s characteristics, skills, responsibilities and experience Explaining and giving examples; querying; showing understanding Collocations with stakeholder
Listening The first day of a new job An informal presentation at an employee induction
Outlining a marketing plan Carrying out a marketing audit and three types of analyses: a PESTEL, a SWOT and a Five Forces analysis Setting marketing objectives
Sections of a marketing plan Common marketing acronyms Describing trends Terms and verb forms in PESTEL / Five Forces analyses SMART marketing objectives Verb–noun collocations used in marketing objectives
Listening Discussing a SWOT analysis An explanation of a Five Forces analysis
Writing a marketing strategy Planning and discussing the marketing mix Presenting the marketing budget Writing an executive summary
Using demonstratives to connect ideas in writing In a meeting: explaining and summarising key points; suggesting tactics; disagreeing Collocations used in elements of the marketing mix; a marketing budget Expressions used in an executive summary Adverbs to make your writing more positive
Listening A marketing team meeting to discuss a marketing strategy A phone call to discuss a marketing budget
Respecting differences in cultural attitudes and behaviours Summarising a meeting Describing a target market segment Adapting a message for a new market Presenting and giving feedback on concepts
In a meeting: explaining a breakdown in communication; acknowledging and moving on; making another person feel more comfortable Introducing recommendations Numbers in the context of market segmentation The language of concepts Positive and negative feedback
Listening A meeting between associates from different countries A marketer describing the target market segment for a product A design concept presentation
Explaining research needs Formulating and explaining a market research plan Moderating a focus group Writing survey questions; explaining survey data
Verbs to describe market research issues in the financial services industry Market research techniques Collocations with focus group Moderating a discussion Terms for online surveys Describing survey results
Listening Describing a company’s marketing problems A focus group discussion
Reading A job advertisement
Reading A company mission statement Email outlining a marketing plan A PESTEL analysis and a Five Forces analysis Marketing objectives
Reading Email proposing a marketing strategy Minutes from a team meeting An executive summary
Reading An email summarising a meeting A brief to a design consultancy
Reading Company websites: About us An email outlining a market research plan Writing online surveys
Cambridge University Press 978-0-521-12460-7 - Cambridge English for Marketing Nick Robinson Frontmatter More information
UNIT 6 New product development (NPD) and branding page 46
UNIT 7 Product launch and promotion page 54
UNIT 8 Digital marketing page 62
UNIT 9 Agencies and suppliers page 70
UNIT 10 Exhibitions and events page 78
Skills
Language focus
Texts
Discussing possibilities in an idea generation meeting Developing an idea into a concept statement Creating a brand Writing a brief for a brand identity
Hypothetical situations The language used in concept statements Verbs and collocations used to talk about branding Sections of a typical brief to a branding agency
Listening An idea generation meeting to discuss problems and solutions
Creating and presenting a marketing message Presenting the promotional mix Communicating effectively to internal stakeholders Planning and writing a press release
Discussing concepts Tools in the promotional mix Presentations: moving on; showing slides; dealing with interruptions Adjectives to describe good internal communications Persuasive writing Verb forms and tenses used in press releases
Listening A marketer presenting a promotional plan
Talking about results Making your point persuasively Discussing digital marketing objectives and tools Writing good web copy
Digital marketing techniques Positive and negative results of a strategy In a meeting: suggestions; agreeing and disagreeing Writing good web copy Using keywords
Listening A meeting to discuss digital marketing strategy
Responding to a request for information from a potential client Pitching informally to a potential client Choosing a supplier based on selection criteria Evaluating good copy
Expressions used in a request for information Collocations used to describe an agency’s capabilities Structure in copywriting Using emotive language in copywriting
Listening An agency informally pitches for business with a potential client A meeting to discuss selection criteria for a potential supplier
Booking a stand at an event Dealing with a visitor to the stand Networking at a social event Writing a follow-up email
Vocabulary relating to a trade show Negotiating: offers and asking for a concession Useful language for stand staffers Networking topics and conversation at an event Follow-up emails
Listening A phone call to negotiate the cost of an exhibition stand A conversation between a stand staffer and a visitor to the stand A networking event
Reading Key findings from a market research report Extracts from a brief to a branding agency
Reading An internal staff email A press release
Reading A travel guide website The minutes of a meeting An email newsletter
Reading A request for information
Reading A booking form for a stand at an exhibition Advice for stand staffers A follow-up email
