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UNIVERSIDAD TÉCNICA DE MACHALA FACULTAD DE CIENCIAS EMPRESARIALES
CARRERA DE INGENIERIA EN MARKETING
SYLLABUS ESTANDARIZADO 1. Data
Asignatura:
INGLÉS TÉCNICO II CÒDIGO DE LA
ASIGNATURA:
MARK.3.05
Eje Curricular de la signatura : Basica Año Lectivo: 2015-2016
Horas Presenciales.
Semanales: 2
Total 32
Año: III “A” Nocturno
Carrera: MARKETING
Horas Teoricas: 16 Horas practicas : 16 Numero de creditos:
2
Horas de atención al estudiante: 3 Horas de trabajo Autonomo 32
Modalidad: Presencial Jornada de trabajo:
Nocturno
Fecha de Inicio:
Mayo 6, 2016
Fecha de Finalizacion:
Septiembre 2015
Prerequisitos: INGLÉS TÉCNICO I Correquisitos: Ninguno
2. Justification
At the present time because of globalization and integration processes worldwide; the use of
the English language is a powerful tool for technology support, cultural and integral of people.
Marketing is considered the medulla of most businesses, since nearly every type of business or
industry utilizes marketing professionals in some way. This is probably because the success of a
business is directly impacted by marketers – from the analyses of markets and consumers, to
the advertising and selling of products.
The module of English for this level, intended to lead the student to mastery of the language
through exercises, activities that develop the four basic skills such as: listen, speak, read and
write, to perform the linguistic transfer from English, in an integrated manner in a meaningful
context. This process will take place in the best conditions allowing to know that the English is
the world’s dominant business language and it has become almost a necessity for people to
speak English within a global workforce.
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We can say that these days shows that English is the main and most used language, in books,
newspapers, airports and air traffic control, the international business and academic
conferences, science, technology, diplomacy, sports, international competitions, music, and
advertising. Most scientists in the world read English; and most of the data is stored in
electronic form is in this language.
2.1 Problema
¿Cómo aplicar el idioma Ingles en los conceptos y prácticas del Marketing?
2.2 Objeto de estudio de la asignatura
El propósito fundamental de este módulo es la aplicación del idioma Ingles en las
prácticas de Marketing.
2.3 Objetivo
Comunicar los conceptos y prácticas del Marketing en el idioma Ingles.
3. Operationalization of the subject with regard to the competences: 3.1. Objective to the subject:
Apply grammatical structures through oral and written communication using the necessary
vocabulary, idioms business on related subjects in addition to their interest and keep an open
mind to review the information with specific focus on marketing and products.
3.2. Subject’s competence
Subject Objectives / competences (2014-2015)
At the end of the course students will be able to discuss what people like about their jobs,
linking to ambitions and future jobs. How to ask formal questions within a business setting. To
begin exploring how to analyze texts objectively while looking at different opinions and bias.
Students are going to be able to understand how to communicate in English for business
usage, meeting people and learning about cultural restrictions when doing business abroad.
Students are going to learn how to build sentences or phrases using correct grammar
structure.
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Students are going to use useful vocabulary in terms of commercial fields.
Students are going to apply technical knowledge by giving solutions to study cases.
Students are going to learn how to communicate in English different Marketing Strategies,
such as those using traditional tools and trending tools too.
3.3. Relationship between subject and learning results
RESULTADO DEL APRENDIZAJE CONTRIBUCION
(alta, media, baja) EL ESTUDIANTE DEBE:
a) Ability to apply knowledge of
mathematics, statistic, aimed at Marketing
Medium
Ability to apply correct vocabulary and
analyze conversations in business Know the
importance of learning English in the career.
Apply the grammar structures correctly and
speak about business topics.
b) Expertise to design, lead
and implement policies of Marketing.
Medium
Read, understand the parts of an essay and
extract the main information of the
readings.
c) Skill in managing private and public companies.
Medium
Analyze the parts of speech of the sentences
and use the structural knowledge of English
language to talk about business.
Use the reading comprehension skills to
analyze the negotiations
d) multidisciplinary working
High
Apply the strategies of English learning
through cognitive, inductive and deductive
mechanisms that facilitate independent
learning.
e) Analyze Solve problems
profession
High
Understand and produce correct grammar
structures; apply them in their daily life.
f) Commitment to ethical
professional responsibilities.
High
Apply professional ethics in the
development of strategic marketing
processes.
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g) Effective Communication
High
Introduce strategic outcomes in the
Marketing framed in clear and relevant
language.
h) Impact on the profession and social context
Medium
Apply acquired knowledge in different areas
of Marketing.
i) Learning for life.
High
Submit provision permanent update.
j) Use of techniques and instruments
High
Update knowledge and skills according to
the latest market trends in the business
area, and besides read and analyze different
kind of themes about business in Marketing
k) Contemporary Issues
High
Increase the knowledge and improve the
ability to analyze different kind of essays
about business in marketing
l) Capacidad para liderar, gestionar o emprender
proyectos
Medium
Be able to make role play to talk about real
situations in the career.
3.4. Project of the subject
The students are going to group 6 students for their final project. The theme of the project is
the following:
Students will launch a product, where they will show their skills using the English language
learnt to give to know the improvement of it
4.1. Structure of the subject by units
UNIT SKILLS LEARNING RESULTS
UNIT 1
English basis review
1. Develop the core elements of
conversational language required
within the marketing sector.
2. To identify core details when
learning cultural barriers
3. To acquire the skill to fully use time expressions
- Students will be able to understand
the core vocabulary used within
the sector
- use this knowledge in practice in
order to interpret short written
poses on the topic
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4. Develop the ability to write with
in the business sector
5. To fully comprehend the verbal
tenses
6. To have a fully understanding of
sales and buyer’s vocabulary
- Students will be able to
differentiate
- Students will be able to write
emails, letters and write transcripts
of fax messages.
UNIT 2
Marketing Glossary and tools
1. Students are going to apply technical knowledge by giving solutions to study cases. 2. Students are going to learn how to communicate in English different Marketing Strategies, such as those using traditional tools and trending tools too.
3.Talks how people promote about t Marketing Mix basis - P`s (Product,
Price, Place, Promotion) 4.Writes brief job descriptions
5.Describes their future jobs 6.Asks formal questions 7. Listens and complete the different activities. 8. Analyses the texts and give opinions about it.
-Describe about different jobs -Review and analysis of vocabulary and idiomatic expressions to be used theme.
- Rendering of dialogs according to the theme.
- Settlement activities booklet.
- use negotiations within the tourist sector - exhibit the role of customer service
within the tourist sector - highlight the strengths of key
business strategies -Listen to the dialogs to complete the activities.
-Applies grammatical rules in their writing.
-group workshops -Extra-class tasks.
4.2. Detailed Structure by subject
Detailed Structure by subject
UNIT I English basis review
Weeks
Theme Content Learning Strategies
Mayo 7 Y 8 del
2015
Introduction
to Marketing
with business
English.
Marketing mix I and II
Group work on usage of
greetings and business
protocol
2
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Mayo 14 y 15
del 2015
English basis
review
Learning about cultural barriers
Group activities
implementing
vocabulary, comparing
different cultures
2
Mayo 21 y 22
del 2015
English basis
review
Time expressions
Group work.
Matching different time
expressions.
Putting them to practical
usage.
2
Mayo 28 y 29
del 2015
Junio 4 y 5 del
2015
English basis
review
Verbal tense
Review of verb tenses 2
Present and Progressive for future
in business fields
Group work,
tense workshop on
present and progressive
tenses.
2
Junio 11 y 12
del 2015
Junio 18 y 19
del 2015
English basis
review
Present Conditional as a
forecasting marketing tool
Group work
Grammar focus on tense
inconsistences
2
Past simple and past perfect to
communicate ideas and strategies
Practical usage of the
simple and past perfect
Who to differentiate
between the differences
2
Junio 25 y 26
del 2015
Julio 2 y 3 del
2015
English basis
review
Present perfect to explain
continuing projects in the
entrepreneurial environment
Group work on the usage
of the present perfect
Mind maps on the
entrepreneurial ventures
2
Sales and Buyer´s vocabulary
Vocabulary brainstorm
Group, teams of sellers
and buyers.
2
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Julio 9 y 10 del
2015
Julio 16 y 17 del
2015
Can/can’t and could/couldn’t for
objections
Asking for bills, prices and
information
Group work on the
correct usage correct
usage of can/can’t and
could/couldn’t.
Linking to ask for bills and
information
Conversational role play
within groups
2
Introducing products and services
Groups assessments of
products and services
Try to develop an
understanding of its
practice in Ecuador.
2
1.13 Pronunciation and
conjugation of regular verbs
Group work,
pronunciation guess
work.
Verb workshop.
What are the most used
with in marketing
2
TOTAL HOURS
EXAMEN DEL HEMISEMESTRE
Unit II Marketing Glossary and tools
Weeks Theme Content Learning strategies Hours
Julio 23 y
24 del 2015
Introduction
to written
English
Marketing Strategies 2.1 Marketing Mix basis - 4 P`s (Product, Price, Place, Promotion)
2.1.2 Communication Strategy
(Promotion tools9 2.1.3 Positioning strategy
Group discussion on
the usage on the 4 p’s
Communication
strategy, Who does
English help?
Positioning of top
companies discussion
of their strategy
2
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Julio 30 y
31 del 2015
Introduction
to customer
relationship
management
2.2 Customer Relationship Management Differences between client, consumer and customer
CRM system and strategy
B2B (Business to business relationship)
B2C (Business to consumer relationship)
2.
Group work on
customer relationship
management
Group comparisons of
business to business
relationships and
business to consumer
relationships
2
Agosto 6 y 7 del 2015
Tools for building phrases
2.3 Tools for building phrases
Comparative and
superlative
Some, any or no.
Frequency adverbs
Phrasal Verbs most
common in business
Group workshop on building phrases
Speaking practice
Listening to correct usage
2
Agosto 13 y 14 del 2015
Marketing Strategies
2.4 Outsourcing services for executing Marketing Strategies
Communication channels
Traditional channels for publicity
Trending channels for publicity (social media,
sponsoring, public relations and others)
Group brainstorm on publicity
Social media and trending
2
Agosto 20 y 21 del 2015
Management
strategies
2.5 Management strategies and techniques
Leader's skills and
vocabulary
Organizational culture
and behavior
Read articles on leadership
Group on who is the best leader with business
2
Agosto 27 y 28 del 2015
Permission at work
2.5.5 Giving and asking for permissions at work
Do's and Dont's
Giving commands and instructions at work
Group work on the commands
Speaking practice within groups
2
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Septiembre 3 y 4 del 2015
Case Study
2.6 Harvard Business School Case
Study
Review of the Harvard Business case study
2
Elaboration of the Project : Launch of a product
Final Semester Exam and giving students their final score
Recuperation Exam
5. METHODOLOGY
5.1. Method and techniques
According to the proposed theme, classes and activities will be:
a) Direct and Indirect method which will present the issues in theory, displaying and
analyzing examples.
b) Group work, to develop the elements of the scientific literature (cards, quotations
and references), operating as a resource to develop the scientific paper.
c) Self-employment or non-contact hours, which is the basic material for the
student's folder structure (or notebook) to be added to the group work:
1. Student Tasks, bibliographic work weekly individual type.
2. Bibliographical research, individually or in groups.
d) Organizational forms of classes, students attend classes with the material guide
(book) reading ahead of class, subject to the prior instruction of the teacher, on or
momentous highlights will be exposed. From these analyzes bibliographic work
will be to develop and deliver later.
e) Technological means to be used for teaching:
• Blackboard for liquid chalk markers of various colors.
• Books, flashcards, conceptual maps
• Internet sites and material.
• Tape recorder
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6. Research component:
6.1. Kind of research
The research will be formative, and will aim to acquire a better pronunciation or grammatical
structure, and also to training specific sounds or intonation patterns to help them become
intelligible speakers of English, and it improves their comprehension of spoken Engl ish, signing
critical confrontation bibliographic production forms written and spoken in regard to the
matter as trials research project, review.
Exercising in the presentation of academic papers and developing cultural productions.
The methods and techniques will be analysis and synthesis and communicative.
7. PORTFOLIO OF THE SUBJECT
As evidence of classroom work and contribution of students the portfolio will contain:
Mask, Index, Program, Introductory section detailing the main points of the subject
studied, and results orientation. Documents, Guides, received in the development of the subject, Teaching strategies used in the classroom.
Materials used: Contributions of students, in terms of tasks, development of themes, reports.
Reference material and have been made by students. Concluding remarks and activities of outstanding content.
8. EVALUATION SYSTEM:
The evaluation will be diagnostic, formative and summative, considering necessary and
complementary for a comprehensive and objective assessment of what happens in the
teaching and learning situation. Students will be assessed with the following parameters,
considering that the final exam grade of each part correspond to 30% of the total value, the
remaining 70% would be distributed according to the other parameters, using a minimum of
five parameters.
8.1. Partial Evaluations:
Partial evaluations in the process to determine the advance in class; written reports as a product of bibliographic research and participation in classes from the student's
independent work, each partial evaluation it will be at the final of each unit.
8.2. Tests:
There are two kinds of tests: Oral and written.
The oral tests will be evaluated in each last class, and the written tests will be at the
final of each unit.
Also there is a written test and it is at the final of the (19 th. week), established in the
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academic calendar.
8.3. Parameters of Evaluation
PARAMETROS DE EVALUACION PORCENTAJES
1er. PARCIAL 2do. PARCIAL
Pruebas parciales dentro del proceso 10 10
Presentación de informes escritos 10 10
Investigaciones bibliográficas 10 10
Participación en clase 10 10
Trabajo autónomo 10 10
Prácticas de laboratorio 10 10
Prácticas de campo 10 10
Exámenes Finales 30 30
Total 100 100
9. Bibliografía
BIBLIOGRAFÍA BÁSICA
Mascull, Bill (2010). Business Vocabulary in Use. Cambridge University Press (elementary, intermediate, and advanced
Mckeown, Arthur and Wright, Ros (2011). Professional English in Use Management
with Answers Paperback
BIBLIOGRAFIA COMPLEMENTARIA
9.1.FINNIE Rachel, FRAIN Carol, HILL David, THOMAS Karen, TOP GRAMMAR (from Basic to upper-intermediate), England, Helbling Languages, 2010, 410 p.
PAGINAS WEB
DEPARTAMENTO de Bib liotecas. Universidad de Cambridge. Biblioteca (en línea). Actualizada:
21 Febrero 2012. Disponible en: http://www.lib.cam.ac.uk.
BUSINESS Enterprise, Free Dict ionary (en línea).Actualizada: 20 Febrero 2012. Disponible en
http://www.thefreedictionary.com.
LEARNERS O ENGLISH. Oxford Dictionaries (en línea). Actualizada: 21 Febrero 2012. Disponible
en http://oxforddictionaries.com/
BUSINESS start up. Portal de Recursos para aprendizaje de vocabulario técnico (en línea).
Actualizada: 18 de Noviembre 2011. Disponible en
http://icp.ge.ch/dip/langues/anglais/language/vocabulary/business-start-up-1-wordlist
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ENGLISHTOWN. Aprende Inglés (en línea). Actualizada: 15 Enero 2012. Disponible en
http://www.englishtown.com.
10. Datos del Docente. Maria Asuncion Rojas Encalada
Licenciada en ciencias de la Educación Especialidad Ingles.
Dirección: Av. Bolivar Madero Vargas
Teléfono: 0989918257
____________________________________
Lic. Maria Asuncion Rojas
Docente de la asignatura