2013-2014

International University College
Module: Marketing and Business Communications
Subject: English II- English for Business Purposes, Semester 2
Module assessment:
Log Assignments – 100%
2 nd Semester – 5 logs (10 points max for each log assignment) – Business writing and communications
Assignments brief included at the end of this file.
Literature:
Naunton, Jon (2002). Head for Business . Oxford: Oxford University Press
Naunton, Jon (2002). Head for Business , Upper-intermediate Workbook. Oxford: Oxford University Press
Mascull, Bill (2004). Business Vocabulary in Use, Advanced . Cambridge: Cambridge University Press.
Ramsey, Robert M. (1989). English for International Business . Glenview, Illinois, USA: Scott, Foresman and Company.
Journals: Harvard Business Review, the Economist, Business Week, Financial Times etc.
Using the Internet: Advice and resources to help students towards more effective study can be found on the web.
T
opic 1: The transition from academic writing to business writing and communications
The topic provides each student with the skills and language needed for a smooth transition into business study.
Topic overview:
1.
Forms of business writing
1.1.
Business correspondence
Business reports 1.2.
1.3.
1.4.
Business proposals
Instructions
2.
Writing business letters
2.1.
B2B letters
2.1.1.
Business introduction letter
2.1.2.
Business Memorandum/Memo
2.1.3.
Information request
2.1.4.
Sales letters
2.1.5.
Placing an order
2.1.6.
Making a claim
2.1.7.
Follow-up letter
2.1.8.
Letter of Recommendation
2.1.9.
Cover letter
2.1.10.
Appreciation/Thank you letter
2.1.11.
Letter of invitation
2.2.
2.1.12.
Donation letter
B2C letters/Customer-relations letters
2.2.1.
Sales letter
2.2.2.
Response to complaint
2.2.3.
Marketing letter
2.2.4.
Follow-up letter
2.2.5.
Apology letter
2.2.6.
Collection letter/Invoice letter
2.2.7.
Rejection letter
2.2.8.
Letter of appreciation
3.
Reading skills for business – latest updates from business journals, articles and documents
4.
Business English – practice
4.1.
Money idioms
4.2.
Colour idioms
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International University College
Module: Marketing and Business Communications
Subject: English II- English for Business Purposes, Semester 2
Topic 2: Writing memos
Topic overview:
1.
What is a Memo?
2.
How to write a Memo
3.
Memo writing practice
3.1.
3.2.
Examples of memos
Case study
Topic 3: Writing effective e-mails in business
Topic overview:
1.
Formal vs. informal
1.1.
Examples and practice
2.
How to use abbreviations
2.1. Examples and practice
3.
Business e-mail etiquette
Topic 4: Applying for a job
Topic overview:
1.
How to write a Resume
2.
How to write a Motivation letter
3.
How to prepare for an interview
3.1.
3.2.
3.3.
Interviewing techniques
Top 50 interview questions
Role-playing
Topic 5: Company Portfolio
Topic overview:
1.
What is a company portfolio?
1.1.
Company profile
1.2.
Products and services
1.3.
List of accomplishments
1.4.
Mission statement, standards and objectives
2.
Company profile format
3.
Company profile examples
Topic 6: Business reports
Topic overview:
1.
What is a Business Report?
2.
The function of business reports
3.
The target audience of a business report
4.
The scope of business reports
5.
The structure of business reports
6.
Report style writing
7.
Elements of effective business report writing
8.
Business example of report style writing
8.1. Report writing example
Topic 7: Writing a Press Release
Topic overview:
1.
What is a Press Release?
2.
Why do you need a press release?
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International University College
Module: Marketing and Business Communications
Subject: English II- English for Business Purposes, Semester 2
3.
When should you prepare a press release?
4.
How do you prepare a press release
5.
Format and technical guidelines for your press release
6.
Press release in crisis
7.
How do you get your press release out to the media
8.
Press release examples
9.
Writing a press release - practice
Topic 8: The Business Plan
Topic overview:
1.
What is a Business Plan?
2.
Reasons for writing a business plan
3.
Purpose
4.
Scope
5.
Content
6.
Mistakes to avoid
7.
Business plan outline
8.
Business plan samples
LOG ASSIGNMENTS
Submission
You must submit the LOG ASSIGNMENTS (a printed copy) in the Hand-in office within the pre-specified due dates.
Bonnie Nikolova, Lecturer
Marking criteria
The general framework of the marking criteria accepted in the International University College will be valid in assessing the log assignments in English for Business Purposes, accounting for the specifics of language teaching and learning. For every assignment students will be provided with extended feedback by the lecturer and in-class follow-up discussions of student work.
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International University College
Module: Marketing and Business Communications
Subject: English II- English for Business Purposes, Semester 2
Log assignment 1:
Task A. You’re a customer service manager for an airline company. Write back to a customer who
has complained. Format: e-mail
Original e-mail of complaint:
Subject Line : Complaint about flight no. 765 on Nov. 27, 2012 at 1 pm.
Date : Nov. 29, 2012
Dear Customer Service Manager,
I have just returned from a holiday abroad to Turkey. I was on the flight no. 765 from Ankara to Dubai on
November 27, 2012 at 1:00 pm. When I was on the plane, I noticed many things weren't organized so well.
First, there was confusion on the seat number. My seat number and someone else's were the same. And I know that you are fully aware how embarrassing this is. Next, when I asked the hostess to bring me a pillow for my back pain, she went and never came back! Then, the served meal was cold and wasn't encouraging to eat.
I know that customer satisfaction is the main aim of your company. Therefore, it would be helpful if you take the preceding points in consideration. Otherwise, I'm enjoying the safety of your trips and thinking of a trip to Jordan shortly.
Regards,
Steve Martin
Task B. You’re the manager of a newly renovated luxury health spa and yoga center for women
only at a well known five-star hotel in Dubai. The hotel manager gives you a list of well-known
Dubai female VIPs. Your task is to write a promotions letter to attract these women to use the spa
and yoga center. Format: Block letter.
Your address:
Dubai Spa and Yoga Centre
Creek Road
P.O. Box 4545
Dubai, U.A.E.
You are writing to:
Ms. Hessa Al Hajery
Al Futtaim Motors, Inc.
P. O. Box 7891
Dubai, UAE
NB. You must complete BOTH task A and task B
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International University College
Module: Marketing and Business Communications
Subject: English II- English for Business Purposes, Semester 2
Log assignment 2:
Write a Motivation Letter and a Resume to respond to the following job offer:
Currently one of our clients – an international company, is looking for candidates, ambitious enough to improve themselves on the positions of:
Customer Support Agents with English Languages
ACCOUNTABILITIES AND ACTIVITIES:

Providing highest level of support via phone and email in English;

Handle to all related questions to user support and troubleshooting via phone and/or email;

Follow up customer requests and make sure that no customer is left without care and appropriate answers;

Accurate and timely escalation of complex cases, when needed;
 Consulting customers about the specifications of the company’s products;

Focus on customer expectations and satisfaction;

Collaborate with other team members to provide high quality support.
PROFILE:

Excellent written and oral knowledge of English languages;

Customer orientated, enthusiastic, courteous, assertive and motivated to take charge of both customer engagement and problem resolution;

Capable of being self managed;

Team player;

Previous call centre experience is desirable, but not essential;

Analytical trouble shooting skills;

Excellent communication skills;

Self motivation and pro-activity;
IN RETURN YOU WILL GET:

Constant extensive trainings;

Excellent multinational business environment;

Great team of qualified professionals willing to help, guide and coach you;

Competitive remuneration and social packages together with special bonus schemes for results;

Open minded management team promoting innovation, personal development and professional growth.
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International University College
Module: Marketing and Business Communications
Subject: English II- English for Business Purposes, Semester 2
Log assignment 3:
Write a Company Profile of IKEA .
Follow the template for creating a company profile discussed in class.
Log assignment 4:
The Bloomsgrove Corporation has a residential training center for employees. It receives 150 people at any one time. There have been complaints about the catering and a committee has been asked to come up with ways of improving the service. Using the notes, write a report on the committee’s findings.
Organize your report adding a suitable title and headings. Use bullets where appropriate. (min. 400 words)
CURRENT SITUATION
-
-
-
-
-
Committee formed to look into complaints about catering.
Everyone has to eat same meal.
No choice.
Fixed meal times. Waiter service – can be very slow.
Catering services are run by
Bloomsgrove employees.
Committee gave questionnaires to
600 participants.
Old-fashioned and formal – 35% like traditional atmosphere, 50% want something more informal,
15% ‘don’t knows’.
40% find menu unimaginative, the rest think it’s OK.
60 vegetarians were interviewed.
Nearly all found the vegetarian menu unacceptably poor.
30 people of different nationalities thought the cooking is too British.
POSSIBILITIES
Could sub-contract service.
Cheaper, but what about quality? Bad for morale to remove catering staff?
Full canteen service. People queue and make choice at counter. More choice, but could cause long queues. Not special enough. Just like school meals.
Waste of food.
Continue with same situation.
Difficult to serve different types of meal.
People fill in menu card at
beginning of week? beginning and end of course.
Have a canteen service with separate salad and sandwich bar for light lunches / dinners.
Always offer a vegetarian hot meal.
Ask participants to fill in menu request and dietary requirements on application form. E-mail form to all employees.
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International University College
Module: Marketing and Business Communications
Subject: English II- English for Business Purposes, Semester 2
Log assignment 5:
Olivia Greenleaf is the President of a company called Weber Plastics. Olivia wants to deal with some unpleasant rumours about one of the company’s factories. She is talking to Simon Bryant, a public relations expert. Read their conversation. Then write a Press Release for the local newspaper. Follow the instructions and samples discussed in class.
Olivia:
Thanks for coming in Simon. It’s about these rumours to do with the factory. I am sure you’ve heard them.
Simon:
Olivia:
Simon:
Do you mean the ones about the escape of toxic gases from one of your plants?
You’re well informed. Anyway, we have to put a stop to these stories right away. It needs to be made clear that as a company, it’s our policy not to exceed legal limits for pollution levels. We’ve even had Spearhead, the environmental group, visit the premises. Not even they could find anything to complain about!
That’s a good point; I could mention this in the press release. But you did have a scare about eighteen months ago, didn’t you? Wasn’t there an explosion at the same factory that’s in the news at the moment?
Olivia:
Simon:
Olivia:
Simon
Olivia:
A very small one, yes. Anyway, as a result, I shut it down for 48 hours while we carried out safety checks.
That’s probably when the rumours started.
It just shows you can’t win. If you act responsibly, people think you’ve got something to hide. Some people are even saying that Weber sends all the dirty and dangerous jobs to this particular factory because of its remote location.
The local inhabitants can’t be very pleased!
What hurts most, is that this is complete nonsense! The manufacturing process follows exactly the same procedure as in all the other plants. Our standards are the strictest in the world. And we have the most advanced filters in the industry.
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