Marketing

COURSE DESCRIPTION

This class is intended for advanced ESL students who are interested in the study of Marketing and who have a grammar foundation of at least Level 10. The course outlines the basic principles of Marketing and focuses on the related vocabulary necessary for operating within the marketing world. Beginning with a detailed look at the industry-specific vocabulary and idioms, the class progresses through various activities and tasks: product development, market research, and advertising. Through an examination of the Marketing Environment, Target Markets, Demographics, Research, Segmentation, Product Development, Distribution, and many other principles of Marketing, the students are given the opportunity to develop a new product and draft a Marketing Plan, which is then presented to the class. This innovative course provides opportunity for language acquisition while exploring highly marketable, creative skills that can be used in all areas of business and transferred to personal life.

Objectives

• Market Overview/Marketing Vocabulary and Idioms/Research and Presentation Skills
• Read Comprehension and Discussion/Brainstorming/Identifying Market Needs and Wants
• Segment the Market/Understanding Demographics/Market Research
• Develop the Marketing Plan/Utilising Focus Groups/Peer-editing Skills
• Make the Pitch – Final Presentation of Marketing Plan

Pre-requisite Level: 10+

Course Evaluation:

Attendance and Homework 15%
Participation 10%
Written Vocabulary /Idiom Assignment 10%
Innovative Product and Advertisement 15%
Final Presentation – Marketing Plan 50%

Course Materials: Current News Articles/Core Text/Vocabulary and Idiom Lists

PM Elective: 48 hrs

OUTLINE

WEEK 1

The Marketing Environment
SWOT Analysis/Case Study
Segmentation/Demographics
Developing a Product

WEEK 2

Distribution/Branding
The Marketing Mix/The 4 P’s
Types of Advertising
Marketing Plan Format

WEEK 3

Customer Satisfaction
The Competitive Edge
Focus Groups/Surveys
Competition/Retailing

WEEK 4

International Marketing
Welcome to Mc World – Effects of Globalization
Final Presentation
Evaluation of Marketing Plan

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