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The school-year 2011-2012 Lesson plan: ESP period Course: ENGLISH FOR MARKETING & ADVERTISING Unit 1: INTRODUCTION TO MARKETING & ADVERTISING Class Lecture date AIMS: After the lesson, students can: - Remember vocabulary to exercise and practice - Get some knowledge about marketing and advertising - Remember some expressions and its definitions TEACHING AIDS - Textbook, workbook, white and color chalks, a ruler, projector and a laptop I/ CLASS ORDER - (5m) Number of absentees: ……………… Namely : ………………………………………………………………………… ………………………………………………………………………… II/ NEW LESSON No CONTENTS Introduction - Introduce to the purposes of the lesson - Introduce the structure of the lesson - Engage students in the lesson - Look at the marketing and advertising activities + Doing market research + Drawing up a marketing plan + Talking to customers + Writing press releases + Speaking to journalists + Presenting at a trade fair + Reading trade magazines + … New lesson 2.1 Job descriptions: - Match the titles to the job Teacher-in-charge: Trần Thị Thanh Mai TEACHING ACTIVITIES T’S ACTIVITIES SS’ ACTIVITIES - Lecture - Listen and take notes - Ask students to look at the marketing and advertising activities and ad more activities - Look at the marketing and advertising activities carefully - Give more activities - Check the answers - Take notes T 5’ 340’ 60’ - Ask students to read - Read the extracts The school-year 2011-2012 Lesson plan: ESP period descriptions: - Brand manager - Director of marketing - Head of PR - Marketing assistant the extracts from job advertisements - Ask Ss to work in pair and match the titles to the job descriptions - Check the correct answers from job advertisements - Work in pair and match the titles to the job descriptions - Take notes 60’ 2.2 Match the collocations to the definitions - Match words from each column to make collocations from the job ads Then match the collocations to the definitions: + customer service + brand strategies + product lines + strong knowledge + primary responsibility + public relations - Ask students to match words from each column to make collocations from the job ads - Ask SS to work in pair and match the collocations to the definitions - Check the answer - Match words from each column to make collocations from the job ads - Work in pair and match the collocations to the definitions - Take notes 45’ 2.3 Description of jobs and companies - Match the jobs and companies involved in marketing and advertising to the descriptions 2.4 Skip 2.5 Listening - Listen to the dialogue and complete the organigram - Ask SS to work in group and match the jobs and companies involved in marketing and advertising to the descriptions - Work in group and match the jobs and companies involved in marketing and advertising to the descriptions - Ask SS to listen to the CD carefully - Ask SS to fill in the sentences and complete the organigram - Check the answer - Listen to the CD carefully - Fill in the sentences and complete the organigram - Take notes 60’ 2.6 Skip 60’ 2.7 & 2.8 Listening - Listen and make a note of each company’s brand values - Listen again and complete the Teacher-in-charge: Trần Thị Thanh Mai - Ask Ss to listen carefully and make a note of each company’s - Listen carefully and make a note of each company’s brand The school-year 2011-2012 Lesson plan: ESP period sentences from the presentations with words from the box + associate + communicate + emphasize + external +… brand values - Ask Ss to listen again and complete the sentences - Check the answer values - Listen again and complete the sentences - Take notes 2.9 & 2.10 Skip 55’ 2.11 Brands and their definitions - Match the terms in the box with their definitions + brand name + brand awareness + brand identity + brand image + off-brand +… Consolidation and end the lesson - Review what had learnt so far Guide to self- study - Ask students to learn by heart the words at home - Ask Ss to translate the Output - Prepare for unit - Ask Ss to work in group and match the terms in the box with their definitions - Check the answer - Work in group and match the terms in the box with their definitions - Take notes - Lecture - Listen 5’ 5’ - Lecture DATE: …………………… - Listen and take notes ……………………… Vice-dean Group-leader Teacher-in-charge Phạm Tiến Duy Phan Thanh Tuấn Trần Thị Thanh Mai Teacher-in-charge: Trần Thị Thanh Mai The school-year 2011-2012 Lesson plan: ESP period Course: ENGLISH FOR MARKETING & ADVERTISING Unit 2: FINDING THE CUSTOMERS Class Lecture date AIMS: After the lesson, students can: - Remember vocabulary to exercise and practice - Get some knowledge about finding the customers - Remember some expressions and its definitions TEACHING AIDS - Textbook, workbook, white and color chalks, a ruler, projector and a laptop I/ CLASS ORDER - (5m) Number of absentees: ……………… Namely : ………………………………………………………………………… ………………………………………………………………………… II/ NEW LESSON No CONTENTS Introduction - Introduce to the purposes of the lesson - Introduce the structure of the lesson - Engage students in the lesson New lesson 2.1 Ways to learn about the customers: - Complete the list of ways to learn about the customers: + Client + competitors + find out + listening + loyal customers + new trends + sales records Teacher-in-charge: Trần Thị Thanh Mai TEACHING ACTIVITIES T’S ACTIVITIES SS’ ACTIVITIES - Lecture - Listen and take notes T 5’ 340’ 60’ - Ask students to complete the list of ways to learn about the customers - Check the correct answers - Complete the list of ways to learn about the customers - Take notes The school-year 2011-2012 Lesson plan: ESP period + search terms 90’ 2.2 & 2.3 Listening - Listen to the CD and make a note of the six data collection methods mentioned + postal survey + online survey + individual interviews + focus group + new trend + sales record + listening - Listen to the dialogue again and find words to fit the definitions - Ask students to listen to the CD carefully and make a note - Check the answer - Listen to the CD carefully and make a note - Take notes - Ask SS to listen to the CD carefully and the task - Check the answer - Listen to the CD carefully and the task - Take notes 2.4 Skip 40’ 2.5 Decide which data collection method is best for each one - Which method is best for: + An online travel agency + A beverage company + A local transportation company + A financial consulting firm - Ask Ss to work in group and discuss the chosen method - Ask Ss to explain their choice if necessary - Check the answer - Work in group and discuss the chosen method - Explain their choice if required - Take notes 60’ 2.6 Listening - Listen to the conversation and complete the notes - Ask Ss to listen carefully and complete the notes - Check the answer - Listen carefully and complete the notes - Take notes 2.7; 2.8; 2.9 Skip 90’ 2.10 Match the headings from the box to the sections - Match the headings from the Teacher-in-charge: Trần Thị Thanh Mai - Ask Ss to work in pair - Work in pair and the task The school-year 2011-2012 Lesson plan: ESP period box to the sections + Appendices + Major findings + Purpose + Secondary findings Consolidation and end the lesson - Review what had learnt so far Guide to self- study - Ask students to learn by heart the words at home - Ask Ss to translate the Output - Prepare for unit and the task - Check the answer - Take notes 5’ - Lecture - Listen 5’ - Lecture DATE: …………………… - Listen and take notes ……………………… Vice- dean Group-leader Teacher-in-charge Phạm Tiến Duy Phan Thanh Tuấn Trần Thị Thanh Mai Teacher-in-charge: Trần Thị Thanh Mai The school-year 2011-2012 Lesson plan: ESP period Course: ENGLISH FOR MARKETING & ADVERTISING Unit 3: Planning a market strategy Class Lecture date AIMS: After the lesson, students can: - Remember vocabulary to exercise and practice - Get some knowledge about planning a market strategy - Remember some expressions and its definitions TEACHING AIDS - Textbook, workbook, white and color chalks, a ruler, projector and a laptop I/ CLASS ORDER - (5m) Number of absentees: ……………… Namely : ………………………………………………………………………… ………………………………………………………………………… II/ NEW LESSON No CONTENTS Introduction - Introduce to the purposes of the lesson - Introduce the structure of the lesson - Engage students in the lesson New lesson 2.1 Listening: TEACHING ACTIVITIES T’S ACTIVITIES SS’ ACTIVITIES - Lecture - Listen and take notes - Ask students to listen to the CD and take notes on the four Ps - Check the correct answers - Listen to the CD and take notes on the four Ps - Take notes - Listen again and complete the phrases from the presentation - Ask students to listen to the CD and complete the task - Listen to the CD carefully Teacher-in-charge: Trần Thị Thanh Mai 5’ 340’ 60’ - Listen to the CD and take notes on the four Ps: + Product + Price + Placement + Promotion 2.2 Sort the words from the T 45’ The school-year 2011-2012 Lesson plan: ESP period box into the correct category - Sort the words into the correct category: + advertising + appearance + channels of distribution + discount + financing + list price + location + logistics +… - Ask SS to work in pair and sort the words into the correct category - Check the answer - Work in pair and sort the words into the correct category - Take notes 2.3 Skip 45’ 2.4 Complete the email - Put the sentences in the correct order to complete the email a Could you have a look and let me know if…? b As you probably know, … c Hope you all … d Please let me know… e How about next …? f I’m also attaching… - Ask SS to put the sentences in the correct order to complete the email - Check the answer - Put the sentences in the correct order to complete the email - Take notes 2.5 Complete the replies to Martin’s email - Use the words in the box to complete the email 2.6 Reading - Read the attachment and find words or phrases that mean the following: + When a customer pays the same fee each month/ year / etc + reduced price + another word for product launch + to sell a group of things +… 2.7 Pricing models with their Teacher-in-charge: Trần Thị Thanh Mai 45’ - Ask Ss to work in pair and the task - Check the answer - Work in pair and the task - Take notes 60’ - Ask Ss to read the attachment and the task - Check the answer - Read the attachment and the task - Take notes 45’ The school-year 2011-2012 Lesson plan: ESP period definitions - Match the different pricing models with their definitions + captive product pricing + economy pricing + geographical pricing + premium pricing + pricing skimming - Ask Ss to work in pair and match the different pricing models with the definitions - Check the answer - Work in pair and match the different pricing models with the definitions - Take notes 2.8; 2.9; 2.10 & 2.12 Skip 2.11 Listening - Listen to the presentation and answer the questions + What is the company’s target market? + Why is their product superior to other package? + How can they prove that their product is the best? - Listen again and complete the sentences Consolidation and end the lesson - Review what had learnt so far Guide to self- study - Ask students to learn by heart the words at home - Ask Ss to translate the Output - Prepare for unit 40’ - Ask Ss to listen carefully and answer the questions - Check the answer - Listen carefully and answer the questions - Take notes - Ask Ss to complete the sentences - Check the answer - Complete the sentences - Take notes 5’ - Lecture - Listen 5’ - Lecture DATE: …………………… - Listen and take notes ……………………… Vice- dean Group-leader Teacher-in-charge Phạm Tiến Duy Phan Thanh Tuấn Trần Thị Thanh Mai Teacher-in-charge: Trần Thị Thanh Mai The school-year 2011-2012 Lesson plan: ESP period Course: ENGLISH FOR MARKETING & ADVERTISING Unit 4: Creating ads CLASS LECTURE DATE AIMS: After the lesson, students can: - Remember vocabulary to exercise and practice - Get some knowledge about creating ads - Remember some expressions and its definitions TEACHING AIDS - Textbook, workbook, white and color chalks, a ruler, projector and a laptop I/ CLASS ORDER - (5m) Number of absentees: ……………… Namely : ………………………………………………………………………… ………………………………………………………………………… II/ NEW LESSON No CONTENTS Introduction - Introduce to the purposes of the lesson - Introduce the structure of the lesson - Engage students in the lesson - Discuss the model for advertising + Attention? + Interested? + Desire? + Actions? New lesson 2.1 Steps involved in organizing an advertising campaign: - Put the items in the correct order: + analyze impact Teacher-in-charge: Trần Thị Thanh Mai TEACHING ACTIVITIES T’S ACTIVITIES SS’ ACTIVITIES - Lecture - Listen and take notes - Ask students to look at the ads and discuss it according to the AIDA model - Look at the ads and discuss it according to the AIDA model - Ask some Ss to share their ideas - Pay attention to their partners T 5’ 340’ 60’ - Ask Ss to put the items in the correct order - Check the answer - Put the items in the correct order - Take notes The school-year 2011-2012 Lesson plan: ESP period + approve design + choose the media + define target group + place ads +… - Discuss the questions + Where you see a lot of advertising? + What commercial you like? +… 2.2 & 2.3 Listening - Listen and find out why they want to advertise + to introduce a new product + to promote a special price + to create or maintain awareness for a product + to remarket a product - Listen and complete the sentences 2.4 Synonyms - Match the highlighted words or phrases (1-6) with their synonyms (a-f) + change perceptions + generate a buzz + have an emotional appeal + have a rational appeal + rebrand + reinforce the existing image - Ask Ss to work in pair and discuss the questions - Invite some pair of Ss to practise - Work in pair and discuss the questions - Practise 60’ - Ask Ss to listen carefully and the task - Check the answer - Listen to the CD carefully and the task - Take notes - Ask Ss to listen carefully and the task - Check the answer - Listen again and complete the sentences - Ask Ss to match the highlighted words or phrases (1-6) with their synonyms (a-f) - Check the answer - Match the highlighted words or phrases (1-6) with their synonyms (af) - Take notes - Take notes 60’ 2.5 Skip 2.6 Reading: Advertisement vary between country - Read the four opinions - Answer the questions + Which refers to universal ads? + Which refers to a change in status of foreign staff? +… 2.7 & 2.8 Listening to the CD Teacher-in-charge: Trần Thị Thanh Mai 60’ - Read the passages - Ask Ss to read the passages - Ask them to give the answer - Check the answer - Give the answer - Take notes 30’ The school-year 2011-2012 Lesson plan: ESP period - Listen and make a list of the channels mentioned - Listen again and make collocations + eye-catching images + to make sense +… - Ask Ss to listen carefully and the task - Check the answer - Listen carefully and the task - Take notes - Ask Ss to the task - Check the answer - Do the task - Take notes 2.9 & 2.10 Skip 2.11 Complete the email - Complete the email with words from the box + actually + all in all + also + as + how about + however +… 20’ 2.12; 2.13; 2.14 & 2.16 Skip 2.15 Unscramble the words and put in the correct order - Unscramble the words and put the sentences in the correct order Consolidation and end the lesson - Review what had learnt so far Guide to self- study - Ask students to learn by heart the words at home - Ask Ss to translate the Output - Prepare for unit 50’ - Ask Ss to the task - Check the answer - Do the task - Take notes 5’ - Lecture - Listen - Lecture - Listen and take notes 5’ DATE: …………………… ……………………… Vice- dean Group-leader Teacher-in-charge Phạm Tiến Duy Phan Thanh Tuấn Trần Thị Thanh Mai Teacher-in-charge: Trần Thị Thanh Mai The school-year 2011-2012 Lesson plan: ESP period Course: ENGLISH FOR MARKETING & ADVERTISING Unit 5: Marketing tools CLASS LECTURE DATE AIMS: After the lesson, students can: - Remember vocabulary to exercise and practice - Get some knowledge about marketing tools - Remember some expressions and its definitions TEACHING AIDS - Textbook, workbook, white and color chalks, a ruler, projector and a laptop I/ CLASS ORDER - (5m) Number of absentees: ……………… Namely : ………………………………………………………………………… ………………………………………………………………………… II/ NEW LESSON No CONTENTS TEACHING ACTIVITIES T’S ACTIVITIES SS’ ACTIVITIES 5’ Introduction - Introduce to the purposes of the lesson - Introduce the structure of the lesson - Engage students in the lesson - Discuss some distribution channels + website + telephone sales + wholesalers + mail order + … New lesson 2.1 Skip - Lecture - Listen and take notes - Ask students to discuss - Discuss some some distribution distribution channels channels - Give conclusions - Take notes 340’ 60’ 2.2 Listening - Listen to the conversation and Teacher-in-charge: Trần Thị Thanh Mai T - Ask students to listen - Listen carefully and The school-year 2011-2012 Lesson plan: ESP period decide whether the statements are true or false - Correct the false statements - Complete the crosswords carefully and the task - Check the correct answers - Complete the crosswords the task - Take notes - Complete the crosswords 60’ 2.3 Discount and its definition - Match the discounts to their definition + trade discount + bulk discount + promotional discount + cash discount +… - Ask students to match the discounts to their definition - Check the answer - Match the discounts to their definition - Ask SS to match the types of shops in the box with the definitions - Check the answer - Match the types of shops in the box with the definitions - Take notes - Take notes 2.4 Types of shops 60’ - Match the types of shops in the box with the definitions + chain stores + franchises + outlet-stores + hypermarkets +… 2.5 & 2.6 Skip 2.7 & 2.8 Word family and complete the email - Complete the table with the missing verbs and nouns - Complete the email 60’ - Ask SS to complete the - Complete the table table - Ask SS to complete the - Complete the email email - Take notes - Check the answer 2.9.& 2.12 Skip 2.10 & 2.11 Read the letter and tips on direct marketing - Read the letter - Tips on direct marketing Teacher-in-charge: Trần Thị Thanh Mai 100’ - Ask Ss to read the letter and tips on direct marketing - Correct the mistakes if necessary - Read the letter and tips on direct marketing - Correct the mistakes The school-year 2011-2012 Lesson plan: ESP period Consolidation and end the lesson - Review what had learnt so far Guide to self- study - Ask students to learn by heart the words at home Ask Ss to translate the Output Prepare for unit 5’ - Lecture - Listen 5’ - Lecture DATE: …………………… - Listen and take notes ……………………… Vice- dean Group-leader Teacher-in-charge Phạm Tiến Duy Phan Thanh Tuấn Trần Thị Thanh Mai Teacher-in-charge: Trần Thị Thanh Mai The school-year 2011-2012 Lesson plan: ESP period Course: ENGLISH FOR MARKETING & ADVERTISING Unit 6: Presenting your public face CLASS LECTURE DATE AIMS: After the lesson, students can: - Remember vocabulary to exercise and practice - Get some knowledge about presenting your public face - Remember some expressions and its definitions TEACHING AIDS - Textbook, workbook, white and color chalks, a ruler, projector and a laptop I/ CLASS ORDER - (5m) Number of absentees: ……………… Namely : ………………………………………………………………………… ………………………………………………………………………… II/ NEW LESSON No CONTENTS Introduction - Introduce to the purposes of the lesson - Introduce the structure of the lesson - Engage students in the lesson TEACHING ACTIVITIES T’S ACTIVITIES SS’ ACTIVITIES 5’ - Lecture - Listen and take notes 340’ 60’ New lesson 2.1 Listening: - Listen to the presentation and check whether it is a good or bad idea: + easy navigation + site map + search function + flash introduction + pop-up window + large images +… Teacher-in-charge: Trần Thị Thanh Mai T - Ask students to listen carefully and check the consultant’s advice - Check the correct answers - Listen carefully and check the consultant’s advice - Take notes The school-year 2011-2012 Lesson plan: ESP period 2.2 & 2.3 Skip 60’ 2.4 Solve the anagrams and the puzzle - Put the letters in the correct order - Do the puzzle - Ask students to put the letters in the correct order and the puzzle - Put the letters in the correct order and the puzzle - Check the answer - Take notes 2.5 Skip 2.6 Read the announcement for the company websites and complete it - Read the announcement for the company websites and complete it with the words in the box + funded + help + make + participated + prevent + supporting 55’ - Ask SS to read the passage and complete it - Check the answer - Read the passage and complete it - Take notes 60’ 2.7 & 2.8 Listening to the CD - Listen to the phone call and decide whether the statements are true or false - Listen again and make the two parts to make sense - Ask SS to listen to the CD carefully - Ask SS to the tasks - Check the answer - Listen to the CD carefully - Do the tasks - Take notes 2.9 Put the parts of the press release in the correct order - Put the parts of the press release in the correct order + a contact:… + b The diamond line … + c Eyecare… + d Valid Vision… + e Zurich… +… 2.10 Complete the sentences Teacher-in-charge: Trần Thị Thanh Mai 60’ - Ask Ss to put the parts of the press release in the correct order - Put the parts of the press release in the correct order - Check the answer - Take notes 45’ The school-year 2011-2012 Lesson plan: ESP period with the words from the box - Complete the sentences with the words from the box + appreciate + committed + eventful + greetings + launch + partnership + successful + welcome Consolidation and end the lesson - Review what had learnt so far Guide to self- study - Ask students to learn by heart the words at home - Ask Ss to translate the Output - Prepare for unit - Ask Ss to work in group and complete the sentences with the words from the box - Check the answer - Work in group and complete the sentences with the words from the box – - Take notes 5’ - Lecture - Listen 5’ - Lecture DATE: …………………… - Listen and take notes ……………………… Vice- dean Group-leader Teacher-in-charge Phạm Tiến Duy Phan Thanh Tuấn Trần Thị Thanh Mai Teacher-in-charge: Trần Thị Thanh Mai The school-year 2011-2012 Lesson plan: ESP period Course: ENGLISH FOR MARKETING & ADVERTISING Unit 7: Marketing through trade fairs CLASS LECTURE DATE AIMS: After the lesson, students can: - Remember vocabulary to exercise and practice - Get some knowledge about marketing through trade fairs - Remember some expressions and its definitions TEACHING AIDS - Textbook, workbook, white and color chalks, a ruler, projector and a laptop I/ CLASS ORDER - (5m) Number of absentees: ……………… Namely : ………………………………………………………………………… ………………………………………………………………………… II/ NEW LESSON No CONTENTS Introduction - Introduce to the purposes of the lesson - Introduce the structure of the lesson - Engage students in the lesson New lesson 2.1 Read the brochure and answer the questions: - Read the brochure and answer the questions What kinds of trade fair is International Biotech Europe? Who might book a stand? How many events are there? What marketing campaign are the organizers planning? … 2.2 Phrases and their Teacher-in-charge: Trần Thị Thanh Mai TEACHING ACTIVITIES T’S ACTIVITIES SS’ ACTIVITIES T 5’ - Lecture - Listen and take notes 340’ 60’ - Ask students to read the brochure - Ask Ss to work in pair and discuss the questions - Check the correct answers - Read brochure - Work in pair and discuss the questions - Take notes 60’ The school-year 2011-2012 Lesson plan: ESP period definitions - Match the phrases from the brochure to definitions: + exhibition stand + high-profile + added benefits + editorial coverage + prospects + key publications + - Ask students to match the phrases to their definitions - Check the answer - Match the phrases to their definitions - Take notes 2.3 & 2.4 Skip 45’ 2.5 Complete the invitation with the words in the box - Complete the invitation with the words in the box + attend + introduction + join + line + place + served + walk - Ask SS to complete the - Complete the invitation with the invitation with the words in the box words in the box - Check the answer - Take notes 2.6 Match the answer with the questions and comments - Match the answer with the questions and comments + Excuse me, are these memory sticks to take away? + Would it be possible to be put on your mailing list? + I’d like to discuss this with my boss first… 60’ - Ask Ss to match the answer with the questions and comments - Check the answer - Match the answer with the questions and comments - Take notes - Ask Ss to listen carefully and the tasks - Check the answer - Listen carefully and the tasks 2.7 Skip 2.8 Listening to the CD - Listen and filling the missing words 2.9 Skip Teacher-in-charge: Trần Thị Thanh Mai 60’ - Take notes The school-year 2011-2012 Lesson plan: ESP period 55’ 2.10 Form the complete sentences and then put them in the correct order - Form the complete sentences and then put them in the correct order + And thanks to Gina for convincing… + I’d be coming around to the department… + Finally, thank you, Michael… +… Consolidation and end the lesson - Review what had learnt so far Guide to self- study - Ask students to learn by heart the words at home - Ask Ss to translate the Output - Prepare for final test - Ask Ss to form the complete sentences - Ask them to put the sentences in the correct order - Check the answer - Form the complete sentences - Put the sentences in the correct order - Take notes 5’ - Lecture - Listen 5’ - Lecture DATE: …………………… - Listen and take notes ……………………… Vice- dean Group-leader Teacher-in-charge Phạm Tiến Duy Phan Thanh Tuấn Trần Thị Thanh Mai Teacher-in-charge: Trần Thị Thanh Mai ... work in group and match the jobs and companies involved in marketing and advertising to the descriptions - Work in group and match the jobs and companies involved in marketing and advertising to... Description of jobs and companies - Match the jobs and companies involved in marketing and advertising to the descriptions 2.4 Skip 2.5 Listening - Listen to the dialogue and complete the organigram... Match the terms in the box with their definitions + brand name + brand awareness + brand identity + brand image + off-brand +… Consolidation and end the lesson - Review what had learnt so far Guide