Integrated English for the Sales & Marketing

By the end of this course, students will:

1. Achieve Level 2 proficiency in general English with a focus on professional applications.
2. Utilize industry-specific vocabulary and expressions essential for sales and marketing contexts.
3. Craft persuasive and clear communication for various sales and marketing purposes.
4. Engage in professional conversations with clients, colleagues, and partners confidently.
5. Write, edit, and critique marketing materials such as emails, reports, and promotional content.

General English Fundamentals

Duration: Weeks 1–8
Focus: Establish a strong foundation in core English language skills at the level 2, ensuring students have the necessary grammar, vocabulary, and fluency for business communication.

Topics:

— Grammar and vocabulary review and enhancement

— Reading comprehension of business articles and case studies

— Writing clear and structured content (emails, reports, summaries)

— nListening and speaking skills with a focus on accuracy and fluency

• Key Activities:
•  
• — Grammar and vocabulary workshops
• — Listening exercises using authentic business content
• — Structured writing assignments focused on clarity
  • — Speaking practice on general and business topics

Sales and Marketing Vocabulary and Communication

Duration: Weeks 9–16
Focus: Introduce vocabulary, expressions, and scenarios specific to sales and marketing, building students’ capacity for communication in these fields.

• Topics:
  • — Vocabulary for advertising, branding, and market research
  • — Describing products and services persuasively
  • — Language for building and maintaining customer relationships
  • — Industry-specific terminology and jargon
• Key Activities:
  • — Vocabulary exercises on sales and marketing topics
  • — Role-playing client interactions and product presentations
  • — Listening comprehension exercises with sales presentations and advertisements
  • — Writing assignments, including product descriptions and social media posts

Professional Communication Skills for Sales and Marketing

Duration: Weeks 17–24
Focus: Develop professional communication skills required in sales and marketing contexts, such as negotiation, persuasive speaking, and cross-cultural understanding.

• Topics:
  • — Language for negotiating and handling objections
  • — Creating and delivering effective presentations
  • — Writing persuasive emails, proposals, and marketing reports
  • — Cross-cultural communication in global marketing
• Key Activities:
  • — Negotiation role-plays and objection handling scenarios
  • — Presentation practice with feedback from peers and instructors
  • — Writing tasks focusing on persuasive language for sales and marketing
  • — Group discussions on adapting marketing strategies for different cultures

Applied Skills for Advanced Sales and Marketing Communication

Duration: Weeks 25–32
Focus: Apply language skills in advanced sales and marketing scenarios, preparing students for real-life applications and challenging business communications.

• Topics:
  • — Crafting brand stories and campaign messages
  • — Language for data analysis and reporting
  • — Communicating in sales meetings, pitches, and business events
  • — Understanding and applying digital marketing terminology
• Key Activities:
• — Case studies on brand campaigns and their messages
• — Data interpretation exercises and report writing
  • — Mock sales pitches and marketing presentations
  • — Final project involving a comprehensive marketing plan or campaign proposal

Assessment Methods

1. Formative Assessments (ongoing):
   • — Weekly vocabulary quizzes and comprehension exercises
   • — Participation in role-plays and group discussions
   • — Written assignments on sales and marketing-related topics
2. Summative Assessments:
   • — Module-End Tests: Assessing vocabulary, reading comprehension, and writing proficiency for each module
   • — Final Project: A comprehensive marketing plan or sales pitch, including a written proposal and oral presentation