Curricular Unit:Code:
English I774ING1
Year:Level:Course:Credits:
1UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Portuguese/English78
Learning Outcomes of the Curricular Unit:
Previous note: the discipline is lectured at Intermediate Level (B1), according to the ‘Common European Framework of Reference’- CEFR
This u.c. is mainly instrumental, and its aim is to encourage the development of the following general competences, with an emphasis on communicational skills: understand and produce messages in English, both in social and professional contexts, so as to enable the effective communication of information, ideas, problems and solutions, both to experts in this specific areas and non-specialists. Therefore, the aim is to enable an efficient use of English in a variety of real-life situations, namely those related with the professional contexts of the Communication Sciences. In this manner, a reflexive attitude will be adopted, considering the social-economic reality of communication practices, and their specific grammars.
Syllabus:
1. Different promotional activities
1.1. Introduction to the concepts of Marketing and Advertising
2. Marketing
2.1. Target audiences
2.2. Marketing strategies
2.3. Marketing tools and their application
3. Advertising
3.1. Creating ads
3.2. Creating an image
4. Public Relations
4.1. Trade Fairs as Marketing Tools
5. Project for oral presentation
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The thematic items of the syllabus aim to provide the students with generic competences, so as to be able to communicate, understand and produce messages in English language, both in social and professional contexts, where they should be able to use the language in life-like situations. For this purpose, in this c.u., the students are encouraged to adopt an introspective and reflexive attitude, bearing in mind the social and economic reality of communication. In ‘English 1’, the contents are focussed on the areas of advertising, marketing and public relations. With the ‘Project’ component, it is the aim of this discipline to improve transversal team work skills, involving the use of a second language (English).
Teaching Methodologies (Including Evaluation):
Continuous assessment OR exam
The classes consist of lectures, with an emphasis on instrumental competences: dialogue, listen, read and understand messages in English language. Assessment is, by default, continuous. Continuous assessment requires a minimum attendance of 50% of the classes taught. It consists of two written tests and an oral presentation, to be presented by the end of the semester. The final mark is calculated thus: 1st written test: 25% + 2nd written test: 25% + oral presentation of the project: 50%.
When the u.c is not undertaken in continuous assessment, final exam is an option, with the following weighting factors: written exam: 50% + oral exam: 50%. To be able to take the oral exam, there must be a minimum mark of 7,5 on the written exam. A lower grade implies failure at the u.c.. The oral exam is always compulsory when the mark on the written exam is over 7.5, even when the mark obtained there is a positive one.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
In order to maximize the specific competences of students, the methodology adopted (with an emphasis on the continuous assessment of knowledge) encourages the improvement of instrumental skills, namely the ability to communicate orally and in writing, to identify and understand messages, using the English language in a variety of social and professional situations, also considering it as a privileged means of access to knowledge in general. The methodologies adopted, with an emphasis on the practical issues, aim to encourage the students to interpret communicational circumstances and phenomena pertaining to the different cultural and linguistic contexts, acquiring further experience in the gathering, identification and interpretation of data from different cultural contexts, leading to an increased understanding and adaptation to diverse cultural environments where the English language is used for communication.
Reading:
Cobuild English Grammar (2017). Collins UK.
Gore, Sylee. 2007 English for Marketing and Advertising. Oxford: O.U.P.
Eastwood, J. (2006) Oxford Practice Grammar: Intermediate. Oxford: O.U.P. [UFP-SOQ 811.111:81'36/EAS/13941.]
McCarthy, Michael; O'Dell, Felicity. (2017) English Vocabulary in Use: upper-intermediate. Cambridge: CUP. (4th editon)
Redman, S. (2017) English Vocabulary in Use Pre-intermediate and Intermediate Book with Answers: Vocabulary Reference and Practice. Cambridge: C.U.P.