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English in External Relations III

Course developer

Prior knowledge

Valo1024, English in External Relations I

Valo2027, English in External Relations II

Course abstract

The study course is aimed at the acquisition of knowledge and skills in the foreign language studies with the purpose of extending students’ professional qualification and improving communication skills with foreign students, specialists and in the academic environment. The course envisages the mastering of the English language skills in various forms and levels focusing on the terminology of marketing, public relations, internal and external communication of the company.

Learning outcomes and their assessment

Knowledge of terminology of the industry. Students know terms from the field of:
- university education, business organisations, companies (Test No 1);
- labour market, job advertisements, business activities, retailing, banking, marketing, advertising (Test No 2).
Skills to apply professional terminology and communicative skills: in writing essays, business letters; orally in discussions, dialogues, role plays, giving a presentation.
Competence of professional foreign language in order to apply English creatively in spoken and written communication for professional activities, student mobility and in academic environment.

Course Content(Calendar)

1. . Marketing. The aim and strategy of marketing. Terms of the subject field.
2. Market research. Target audience. Creating a glossary of terms for each topic.
3. Communication with target audience. Language style.
4. Marketing Mix. Products and Services.
5. Place. Retailing companies. Franchising.
6. Test No 1. Unique selling proposition.
7. Characteristics of a product or service: presentation.
8. Brand. Positioning of a product or service.
9. Advertising. Types of advertising. Language of advertising.
10. Public Relations. Skills necessary for public relation specialist.
11. Marketing events, trade fairs. Press release.
12. Test No 2. Comparison of corporate websites.
13. Territorial marketing. Image of the place.
14. External communication of a company. Communication channels.
15. Revisions. Getting ready for presentations.
16. Students’ presentations.

Requirements for awarding credit points

Assessment: Examination. The examination consists of: a terminology test, a presentation. A student is admitted to the examination if there are: successfully written 2 tests, the glossary of terms for each topic, timely completed home works, completed individual work (reading of professional texts, the prepared PPoint presentation on the selected topic, the glossary of terms). Tests and home works are with a positive evaluation. The number of the missed classes shall not exceed 20%.

Description of the organization and tasks of students’ independent work

Individual work:
1. Reading of the independently chosen professional texts (the amount: 10 000 characters);
2. Prepared PPoint presentation and oral presentation (5-10 minutes) in front of the class;
3. Submitted glossary of terms (30 terms, 30 translations, 20 definitions).

Criteria for Evaluating Learning Outcomes

The examination grade is calculated as an arithmetic mean of grades obtained in two examination tasks. The grade in the terminology test is successful if at least 70% of the answers are correct.

Compulsory reading

1.Ceramella N., Lee E. Cambridge English for the Media. Cambridge University Press, 2010. 112 p. ISBN 9780521724579
2. Mascull B. Business Vocabulary in Use. Cambridge University Press, 2008. 172 p. ISBN 9780521775298
3. MacKenzie I. English for Business Studies. A course for Business Studies and Economics Students. Cambridge University Press, 2010. 191 p. ISBN 9780521743419.
4. Emmerson P. Business Vocabulary Builder. MacMillan, 2009. 176 p. ISBN 978-0-230-71682-7

Further reading

1. Cambridge Dictionary. Cambridge University Press. [tiešsaiste] (skatīts 14.11.2018.). Pieejams: https://dictionary.cambridge.org/
2. Glossary of European Union terminology. English - French - Latvian. 2009. R:T&TC. 247 p
3.McCarthy M., O'Dell F. English Vocabulary in Use. Upper-Intermediate. Cambridge: Cambridge University Press, 2011. 309 lpp. ISBN978052167743

Periodicals and other sources

1. Economy, Economics, Investment Reports. [tiešsaiste] (skatīts 14.11.2018.). Pieejams: www.economywatch.com
2. Interneta informācijas dienests (Online business information service about the EU). [tiešsaiste] (skatīts 14.11.2018.). Pieejams: www.eubusiness.com
3. Sabiedriskais medijs (Apvienotā karaliste) “British Broadcasting Corporation” [tiešsaiste] (skatīts 14.11.2018.). Pieejams: https://www.bbc.com/news/business

Notes

The study course is included in the compulsory part of the professional Bachelor’s degree programme “External Relations of Organizations”.