• -Marketing acronyms
• -The Marketing Mix and related terms

Product types

• -Discuss products and physical evidence.
• -Word combinations with ‘goods’ and ‘products’.
• -Read a definition of marketing for gist, about the 4Ps/ 4Cs and extended marketing mix for understanding and to take notes.
• -Follow a discussion about the purpose of marketing for understanding of an expert dialogue.
• -Write a short reflection on one of the 4Ps.

• -Strengths, weaknesses, opportunities, and threats
• -Product life cycle

• -Product evolution show and tell/ present a collage showing the life cycle of a product.
• -Listen to a product presentation to identify grammar structures: past simple and ‘used to’.
• -Read about SWOT analysis for understanding of gist, structure, and logical links.
• -Write a SWOT analysis in reverse, identifying weaknesses and threats first then solving them.

• -Terms for and related to market segmentation
• -Types of data
• -Types of research and data collection methods
• -Questionnaires
• -Focus Groups

• -Debate how market research affects brands, describe survey results, deal with questions during and after a presentation.
• -Range of vocabulary related to market research.
• -Use question tags to ask for information, confirm what you know, make requests and express polite commands; reporting verb patterns.
• -Read about primary research methods for information transfer into tables, graded market research reports to label features.
• -Listen to a focus group discussion about a new app for gist, specific information, and understanding of specific questions; listen to the needs of a new client to respond with needs analysis.
• -Fill in a questionnaire, complete a needs analysis, write a summary of findings from a report.

• -Describing changes and trends in data
• -Talking about emerging market trends

• -Discuss innovative marketing strategies, brainstorm ways of adapting to consumer behaviour shifts, describing charts and graphs.
• -Terms related to charts, graphs, lines and trend behaviour.
• -Future simple tenses for prediction of future behaviour.
• -Read charts and graphs for understanding, information transfer, and to prepare oral and written responses.
• -Write a letter from the future describing envisioned market trends in a specific industry OR create a market trend playlist, selecting songs that capture the essence of a particular trend plus short descriptions explaining choices.

• -Types of online marketing channels
• -Types of platforms for social media marketing
• -Buzzwords related to search engine optimization (SEO)
• -Mobile hardware and software for marketing
• -Types of innovative and cross-cultural marketing
• -Terms and word partnerships related to localisation vs. standardisation

• -Do information gaps and talk about how trends in mobile hardware and software will contribute to mobile marketing, shortlist top 10 international brands, justify choices, and speculate about why brands fail, roleplay a dialogue related to challenges to global marketing.
• -Present perfect, appropriate time adverbs/ clauses for talking about experience, types of clauses towards more complex sentences.
• -Read about the 5 areas of digital marketing that drive change for understanding of gist, note-taking, and information transfer, read about international marketing mistakes for specific information, read a blog entry to prepare a response.
• -Listen to an expert talk about content marketing tools and tactics to engage with a brand’s audience.
• -Write a set of social media posts for a particular brand or product OR write a review about user experience with a specific digital marketing campaign, adapt marketing content to different regional/ national audiences.

• -Origins and history of advertising
• -Elements of advertising
• -Types of promotional media

• -Trip down memory lane with adverts, debate on the ethics of advertising, justify a choice of medium for a specific advertising campaign.
• -Terms related to places where promotions happen (e.g., TV, radio, outdoor, press and print, online, buzz, displays, street, direct).
• -Modals of strong recommendation, obligation, and speculation.
• -Read about the development of advertising, elements of an effective advert to prepare a set of tips.
• -Listen to an expert in advertising about visual and audio elements in advertising for gist, understanding of technical jargon.
• -Write a short written reflection on the effectiveness of branded material based on notes from a listening.

• -Features of an advert
• -Elements of adverts specific to types of media

• -Interpreting from visual data, conversational functions for expressing what someone else wanted to covey, expressing opinions and justifying them.
• -Adjectives and abstract nouns for emotions and emotional stimuli, word-building.
• -Read about brand stretching for gist and inference of specialist language.
• -Listen to a radio, tv, and Instagram reel ads (possibly even parodies) for gist, for specific emotive phrases, to prepare an oral reaction.
• -Write a slogan for a specific advert, design a storyboard for an effective advertising campaign.

• -Jobs, roles, titles
• -Responsibilities
• -Skills

• -Comparing job preferences, suitability in qualities and skills and strengths
• -Adjectives of personality and nouns for types of people
• -Word building, word partnerships, collocation
• -Read job openings and descriptions for gist, for key qualities and skills, and to prepare a written response
• -Follow a podcast about the realities of industry work to identify context, speaker’s attitude.

• -Types of and venues for product placement
• -Types of sponsorship
• -Promotional language at a trade fair

• -Debate the usefulness of product placement, share creative venues for product placement, talk about events sponsorship.
• -Difference between ‘advertising’/ ’sponsorship’/ ‘promotion’, word combinations with ‘sponsor’.
• -Zero and 1^st conditional structures and time phrases.
• -Read a variety of authentic promotional materials to identify context, function, specific phrases and compare between them.
• -Listen to a successful candidate at a trade fair for specific phrases and conversational functions.
• -Write a dialogue for characters at a trade fair.

• -Types of promotional correspondence (e.g., telemarketing, mailshots)
• -Promotional language appropriate to different types

• -Place a promotional phone call and use conversational functions for persuasion to prevent the listener from putting down the phone.
• -Conversational strategies and functions of persuasion (e.g., engaging storytelling).
• -2^nd and 3^rd conditional structures and time phrases.
• -Read a corporate blog to understand structure and tone.
• -Listen to a promotional/ sales phone call to identify context, speakers’ attitude, infer technical words.
• -Create a professional mailshot, complete with text, images, slogan/ heading, and an idea of the target audience to be mailed.

• -   Attracting Attention
• -Persuading
• -Making offers and promises

• -Make an unsolicited offer phone call, negotiate for goals against a point system.
• -Conversational functions for persuasion, offers, and promises (involves review of future with ‘will’ and modals).
• -Read an overview of various sales techniques for gist, to take notes, to prepare an oral reaction.
• -Follow a negotiation during an unsolicited phone call for key information, specific phrases, and to model a role play script on it.
• -Writing an unsolicited offer.

• -Personal skills
• -Job applications
• -Job interviews

• -Present oneself in a positive light during a mock interview.
• -Adjectives and positive phrases for personal qualities, nouns for skills and experience.
• -Review the past simple vs. the present perfect for talking about experience.
• -Read model CVs and covering letters to compare and contrast.
• -Listen to interview questions, answers for note-taking on tips.
• -Compose a successful CV and covering letter.