Esp Syllabus

Week

1 (90-120 minutes)

Topic

Introduction to Marketing

Subtopic

Language focus

1. Describing the jobs of marketing within an organization 2. Talking about what an organization in marketing 3. Describing your your job responsibilities/ tasks

1. Discussing marketing tasks using related vocabularies 2. Describing about a person’s person’s responsibilities

Indicator

Students will be able to: 1. Explain the duties or  jobs tasks for each position 2. Name the positions in marketing department 3. Describe the activities and/or job tasks in working situation

Activity

Materials

1. Pair or or small group discussion 2. Simple  presentations of each pair/group 3. Simulation of marketing activity example

1. Situational passage 2. Pictures order arrangement 3. Related vocabulary

Listening 4. What is marketing 5. Name of job position Reading 6. Marketing jobs Speaking 7. Introduction of  job tasks 2

“The Marketing Plan 1: audit and objectives” objectives”

1. Outlining a marketing plan 2. Carrying out a marketing audit 3. Setting marketing objectives

1. Sections of a marketing plan 2. Verb-noun collocations used in marketing objectives

Students will be able to: 1. Understand the content of some text about basic marketing plan 2. Identify marketing objectives based on a text by paraphrasing the marketing objectives 3. Understand the content of video about digital marketing strategy (including the marketing objective) 4. Identify the marketing

Listening 1. Digital marketing using text message Reading 1. A company mission statement 2. Marketing objectives 3. Marketing audit of a

1. Report text 2. Digital marketing video 3. News 4. Marketing audit

Assessment

audit process of certain companies based on a text 5. Construct a simple marketing plan in group focusing in marketing audit and marketing objectives

certain company Speaking 1. Role play of presentatio n of marketing plan Writing 1. Create simple marketing plan

3

“The Marketing Plan 2: strategy and tactics”

1. Proposing a marketing strategy 2. Planning and discussing the marketing mix 3. Presenting the marketing budget 4. Writing an executive summary (of reports) 5. Expressions used in an executive summary

1. Using report data to connect ideas in writing 2. In a meeting: explaining; describing and summarizing key points; suggesting tactics; disagreeing 3. words used in elements of the marketing mix; a marketing budget

Students will be able to: Marketing strategy 1. understand the audio by answering the questions. 2. Identify keywords in marketing strategy discussion by reading a text 3. Understand the dialogue in the audio by taking notes of the point and filling the blanks 4. Understanding the text by analyzing and comparing to others’ files 5. Write a marketing strategy 6. Present the marketing strategy using expressions Marketing mix

Listening 1. Cocacola marketing strategy 2. Positioning strategy 3. Marketing mix 4. Marketing mix telunite 5. discuss a marketing budget

1.

2. 3. 4. 5.

6. Reading 6. Marketing strategy of coca cola 7. Marketing mix of Cocacola 8. Budget 9. Chocolate

Report text: Result of marketing survey or research Executive summary Budget plan Audios Marketing strategy of coca cola Marketing mix of cocacola

7.

8.

9.

10.

11. 12. 13.

Understand the dialogue by answering the questions for marketing mix Understand the text (marketing mix) by answering questions Understand the dialogue by taking notes and filling the blanks Understand the text (marketing mix) by comparing to others and finding weakness and strength Present the analysis of the text Understand the text by filling the blanks Write a marketing mix

Marketing budget 14. understand a text by answering questions 15. Identify a marketing budget parts and content files by reading and comparing it to others 16. Present the budget text using expressions 17. Understand the topic in audio by answering questions 18. Make a marketing budget 19. Present the marketing budget Executive summary 20. Recognize the correct

Factory Speaking 10.Marketing strategy 11.Analysis of marketing mix found in files 12. Presentation of marketing budget Writing 13. Marketing strategy 14. Marketing mix 15. Marketing budget 16. Executive summary

21.

22. 23.

24. 25.

4

International customer communication

1. Respecting cultural differences in Meeting and Negotiation 2. Business Calls 3. Summarizing a meeting 4. Adapting a message for a market

1. International culture hospitality 2. Phrases in business phone call 3. Meeting summary 4. Introducing recommendation s

form of the text by comparing Understand the text (executive summary) by answering questions Imitate the expressions Understand the text by analyzing and comparing the text with others. Understand a text by filling the blanks Write an executive summary

Students will be able to: 1. Identify cultural difference from several country related to working ethics 2. Compare texts and events happens in a crosscultural meeting in a video 3. Identify the aspect of cross-cultural negotiation in a video by answering questions 4. Arrange a meeting via phone-call 5. Understand the content of meeting summary agenda 6. Create a product recommendation based on texts 7. Create service recommendation based on video (listening) 8. Demonstrate how to recommend a company service in simple role play

Listening 1. A meeting between associates from different countries 2. Cross-cultural negotiation 3. Cultural difference Reading 1. Situational passage 2. Business call script 3. Multicultura l negotiation tips 4. Meeting summary agenda Writing

1.

Videos of multicultural clients 2. Meeting summary template

1. Meeting summary Speaking 1. Recommend a service 5

Market Research (gathering information on the market)

1. Explaining research needs 2. Formulating and explaining a market research plan 3. Moderating a focus group 4. Writing survey questions; explaining survey

1. Verbs to describe market research issues in the financial services industry 2. Market research techniques 3. Moderating a discussion 4. Terms for online surveys 5. Describing survey results

Students will be able to: 1. Understand the dialogue by answering the questions 2. Conducting small interview about target research 3. Identify the keywords in market research discussion by reading the text 4. Understand the dialogue by answering the questions 5. Understand the dialogue by answering the questions 6. Understanding the text by comparing to other files 7. Construct/create a market research questions in group 8. Demonstrate the market research technique (can include the activity of applying a mock-up survey) 9. Understand the text by answering the question 10. Present the market research result and giving agreement/disagreement

Listening 1. Market research 1 2. Market research 2 Reading 3. Research methodology 4. Written survey questions 5. Market research article Speaking 6. Market research technique presentation 7. Market research result Writing 8. Market research summary

Survey/question naire

11. Write a marketing research report. 12. Compare each market research technique 6

7

Branding and Profiling

1. Branding construction 2. Formal and non-formal company profiles 3. Company profile presentation

1. Part of speech used in branding 2. Formal and non-formal company profiles

Students will be able to: 1. Identify the part of speech used in branding of several companies 2. Create brandings using different part of speech 3. Understand the content of formal company profiles by answering questions 4. Understand the criteria of formal company profile by comparing two company profiles 5. Write a formal company profile by listening to a company profile video 6. Identify the criteria of nonformal company profile 7. Present the company profile in meeting soimulation

Marketing message and promotion

1. Creating and presenting a marketing message 2. Presenting the promotional mix 3. Product description

1.

Students will be able to: 1. identify the expressions used in marketing message 2. identify the parts of marketing message 3. imitate the marketing message

Expressions in marketing message 2. Expressions for presenting the promotional mix 3. Presentations: moving on;

Listening 1. Company profile video Reading 1. Branding of several company 2. Read the example of formal and nonformal company profile Speaking 1. Company profile presentatio n Writing 1. Create brandings 2. Writing formal and nonformal company profile Listening 1. Expressions used in presenting/ promoting product Reading

3. Compa ny profile 4. Brandin g

1. Examples of marketing message 2. Expressions in presentatio ns

showing slides; dealing with interruptions 4. Word for describing

4. 5.

6. 7.

8.

9. 10. 11. 12.

8

Receiving order of the customer

1.

Receiving order via phone call/ documents 2. Responding to clients’ order 

1. Expressions used for receiving order 2. Document of order

create a marketing message present the marketing message and comment to other’s performance understanding the text by answering the questions understanding the dialogue by answering the questions understanding the text by analyzing the tools written in files present the promotional mix create a promotional mix. Present the promotional mix. Know product description for promoting

Students’ will be able to: 1. Understand the content of a dialogue about receiving order via phone 2. Identify clients order by listening to some order records 3. Demonstrate a simple role play about receiving order via phone 4. Understand the content of orders document 5. Write an order documents by listening

2.

Read samples of marketing message 3. Promotional mix

3. Promotional mix

Speaking 4. Imitate the expressions 5. Role play in presenting the medium in promotion Writing 6. Writing marketing message

1. question and answer 2. pair-group discussion

listening 1. listening order from a customer speaking 1. responding to client’s order  2. purchasing products reading 1. client’s order in email

2. related document (agreement) 3. email/letter

to a conversation

9

Business Proposal

1.

responding to business proposal 2. creating a simple outline of business proposal 3. Constructing a cogent business proposal 4. Business proposal presentation for clients

1. Identifying the parts of business proposal 2. Identifying formal expression used in business proposal 3. Outlining a business proposal 4. Developing a business proposal from the previous outline using formal expression 5. Demonstratin g how to give a convincing business proposal presentation

Students will be able to: 1. Identify keywords in business proposal negotiation 2. Identify the formal expressions used in business proposal 3. Produce meaningful feedback to business proposal 4. Arrange a simple outline of business proposal 5. Construct a business proposal using formal expression 6. Demonstrate a business proposal presentation

2. document related to purchasing product writing 1. writing response for replying client’s order/purchasing 1.

Role play

2. Listening/w atching video of business proposal presentation 3. Write business proposal outline Writing a business proposal in group 4. Simulation of business proposal presentation

1. Simulation of business proposal negotiation 2. List of formal expression used in business proposal 3. Example of business proposal 1. Example of business proposal 2. List of formal expression used in business proposal