Communication course, Business English allows the student to use this language
as an ... (2005) Market Leader – Upper Intermediate Business English.
Course unit title: BUSINESS ENGLISH Course unit code: 1-2-11 Type of course unit: compulsory Level of course unit: first cycle Year of study: 1st Semester: 2st Number of ECTS credits allocated: 3 ECTS Name of lecturer: Margarida Rendeiro Objectives Nowadays, fluency in English is fundamental for the competitive positioning of any professional in the professional world. Within the scope of a study curriculum of a Business Communication course, Business English allows the student to use this language as an efficacious tool in the written and oral communication and to apply his technical knowledge with confidence and agility. The learning of English in a business context corresponds to an advanced intermediate level.
Learning outcomes of the course unit ¾ Identify the different types of register used in the English means of social communication. ¾ Interpret and translate articles and front pages of newspapers, applying the specific vocabulary. ¾ Apply the acquired vocabulary in preparing press releases. ¾ Interpret and analyse the different types of advertising, recognizing the importance of the cultural specificity in the preparation and receipt of advertisements. ¾ Apply the vocabulary acquired in the preparation of advertisements for the international markets. ¾ Produce presentations on different topics, adjusting the vocabulary to the different types of public. ¾ Apply the vocabulary learnt in the organization of congresses, seminars and conferences.
ISCEM
Mode of delivery: face-to-face Prerequisites and co-requisites: none Recommended optional programme components: none Course contents Communication - Face to Face; Telephoning; Business Correspondence; Letters, Faxes, Memoranda; Formal and Informal. Company Structures - Companies Organisations and Recruitment. The World of Media- Press, Television, Radio; Press. Advertising - Advertising Media and Methods; Advertisements and Commercials; Advertisements Layouts; Cultural References; Corporate Advertising. Marketing - Marketing Ethics; Market Research; Consumers and Market Segmentation; Planning and International Marketing; Marketing Metaphors. Business Communication; Meetings; Strategies and Procedures; Conferences; Presentations. Negotiations; Negotiating Face to Face; Present-Day Business; E-Commerce: The use of Internet; Competition: Competitive Advantage; Quality: Measuring Quality. Recommended Reading ¾COTTON, David. Et al. (2005) Market Leader – Upper Intermediate Business English. Essex: Pearson Education Limited. ¾JONES, Leo and ALEXANDER, Richard (1989). New International Business English. Cambridge: Cambridge University Press. ¾MACKENZIE, I. (1997). English for Business Studies. Cambridge: Cambridge University Press. ¾MASCULL, B. (1995). Key Words in The Media. Hove: Language Teaching Publication ¾ST. JOHN, M (1994). Advertising and the Promotion Industry. Hemel Hempstead: Prentice Hall. ¾ EMERSON, P. (2002). Business Grammar Builder. Oxford: Macmillan
¾ MACKENZIE, I. (1997). Management and Marketing. Hove: Language Teaching Publications. ¾ POWELL, M. and CLARKE, S. (2002) In Company. Oxford: Macmillan. ¾ TULLIS, G. and TRAPPE, T. (2000). New Insights into Business. Essex: Longman. Planned learning activities and teaching methods: Practical lessons
Assessment methods and criteria • •
ISCEM
There is no register for presences in classroom; Each discipline will have the following assessment: ¾ 1 Test in the classroom (20% weighted) ¾ 1 or more group or individual work (30% weighted) ¾ Participation /attendance ( 10% weighted) ¾ 1 Assessment at end of Semester to be fixed in Calendar (40% weighted) Should the student have a grade inferior to 8 (7.5) in the Assessment, he will immediately be given an EXAM. Language of instruction: ingles
