Curricular Unit:Code:
English I1111ING1
1UndergraduateCommunication Sciences6 ects
Learning Period:Language of Instruction:Total Hours:
Winter SemesterPortuguese/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 competencies, 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 efficient use of English in a variety of real-life situations, namely those related with professional contexts of the Communication Sciences.
1. Marketing, advertising and public relations: defining the concepts
1.1. Marketing
1.1.1. Target audiences, marketing tools and strategies
1.2. Advertising
1.2.1. The different elements of the advertising campaign and the brand image
1.3. Public relations
1.3.1. Getting visibility for the brand
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The thematic items of the syllabus aim to provide the students with generic competencies, so as to be able to communicate, understand and produce messages in the 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.
Teaching Methodologies (Including Evaluation):
Lectures and practical work, with an emphasis on instrumental competencies. Assessment is, by default, continuous. It consists of a written test and an oral presentation (pair or group work, with a maximum of three elements per group) by the end of the semester. The final mark is calculated in the following manner: written test: 50% + oral presentation of the project: 50%.
When the u.c is not undertaken in continuous assessment (either because the student has failed or has decided not to take continuous assessment), there is a final exam, 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. Oral exam is always compulsory when the mark on the written exam is 7.5 or higher.
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
In order to maximize the specific competencies 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. With the ‘Project’ component, which is meant to be presented orally by the end of the semester (cf. ‘Assessment) it is the aim of this discipline to improve transversal team work skills involving the use of a second language (English), apart from finetuning oral skills.
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.]
Eastwood, J. (2019) Oxford Practice Grammar: Intermediate: with Key. Oxford: OUP (updated edition) ISBN: 9780194214742.
McCarthy, Michael; O'Dell, Felicity. (2017) English Vocabulary in Use: upper-intermediate. Cambridge: CUP. (4th editon)
O'Driscoll, N. (2010) Market Leader: Marketing. Pearson.
Redman, S. (2017) English Vocabulary in Use Pre-intermediate and Intermediate Book with Answers: Vocabulary Reference and Practice. Cambridge: C.U.P.
Wakefield, M. J. R. (2020) Successful Writing in English: A practical guide. Porto: Areal.
Lecturer (* Responsible):
Elsa Simões (