Advertising, Marketing & New Media sample syllabus
SAMPLE SYLLABUS – NEW MEDIA and ADVERTISING
WHO IS THIS SYLLABUS SUITABLE FOR?
This New Media and Advertising syllabus is suitable for second language learners working in the industry, who want to improve their competence in the target language, using meaningful real-world contexts relevant to their professional working lives.
Actual course content and training format will be tailor-made after a process of consultation. The sample outline below gives an idea of what may be covered. The language levels are based on the Common European Framework.
SAMPLE COURSE OUTLINE
Level B2-C2 (Intermediate- Advanced Level)
1. Communicative/Thematic Content may include:
- Common terminology
- Industry associations
- Different roles within the industry
- Current trends within the industry
- Print media
- Electronic media
- Media buying
- Media strategy planning
- Communications strategy
- Targeting through the internet
- Communication systems
- Branding
- Types of advertising (media; covert; commercials and infomercials; celebrities etc)
2. Key functional content
- Communication: with colleagues, interviewees, press corps etc
- Expressing ideas & opinions
- Making comparisons: e.g. communication trends in different countries
- Conversational strategies: turn-taking, interrupting, clarification and confirmation etc
- Register: formal vs. informal
- Negotiating
- Disagreement & Dissent
- Understanding and using nuance
- Assigning, accepting & denying blame
- Summarizing complex information
- Advising colleagues/ clients
3. Pronunciation
- Key sounds/phonemes
- Word and sentence stress & intonation
- Common Problems
4. Structural Content / Grammar
- Tenses: present, past & future
- Perfect aspect: progressive & perfective (be + ing/ have + been past participle)
- Modal Verb structures: use of modals in discourse (I think I might…)
- Imperatives: the base form of the verb typically used to issue orders (come here!)
- Word order
- Building longer sentences
- Taking notes
- Writing e-mails
- Formal and informal writing structures
5. Non-thematic Lexis
- Complex prepositions: phrasal & mixed types (over & above)
- Linking words: (because, so, however, therefore, etc.)
- Word-building (prefix and suffix patterns)
- Common idioms and collocations
6. Cultural content
- Everyday conventions: greetings, time-keeping, making phone calls, etc
- Body language and gestures
- National traditions/customs & culture
- ‘Do’s & Taboos’
- Intercultural Communication
- Business Culture
- Social Life