English For Specific Purpose

2. GOALs
Gaining knowledge of the basic rules in terms of
oral and written communication in acquiring
competence that caters to national and
international business needs.
Producing highly trained entrepreneur who will
become competent leaders in different industries.
Maintaining a dynamic learning environment
equipped with modern facilities in ICT.

3. Course objectives
• To practice effective communication and
interpersonal skills through various marketing
strategies.
• To involve in community relation programs that
enhance capability of community partners.
• To adapt marketing stimuli, such as product,
advertisement, sales promotion, store and web
sites.

4. Course Code: CB-1
Course Title: Communication Skills for Marketing
Strategies
Course description:
This course is design for students enrolled in BS-Business
Administration major in Marketing
Management. This involves mastery of communication
skills using the English language for the development of
successful marketing strategies.

5. Proposed Syllabus in
ESP for Marketing
Management

6. Week
Learning
Content/Topic
Basic
Competencies
Indicator Materials
Learning
Activities
Evaluation
1
 INTRODUCTION
TO CONSUMER
BEHAVIOR
 Overview of
Consumer
Behaviour
Understand what
and how buying
behaviour
affects/influence
consumers' buying
behaviours
Observe
Consumers' Buying
Behaviour.
Blythe, Jim Consumer
Behaviour. 2008
Hawkins, Mothersbaugh,
Best, Robert Consumer
Behaviour Building
Marketing Strategy. 10th
edition 2007
 Role Playing
 Mall Visit
 Oral
Recitation
 Reaction
Paper
2
INTRINSIC
INFLUENCES
 Consumer
Information
Processing
 Cognitive Learning
and Memory
Understand the
principles of
effective consumer
information
processing and
cognitive learning
Describe the
process of people’s
decision making.
http://www.marketingprofs.co
m
 Group
Discussion
 Consumer’s
Interview
 Narrative
Report
3
 Behavioural
Learning
 Social Influence and
Compliance
Techniques
Understand how
behaviour learning
and social
influences affect
buying behaviour
Determine how
several influences
affect consumers
buying behaviour.
Blythe, Jim Consumer
Behaviour. 2008
 Seminar  Workshop
4
 Motivation and
Affect
 Personality and
Psychographics
Understand
Consumers’
Different Behaviours
Create several
ways on how a
consumer is
motivated to buy a
certain product.
http://www.emarketer.com
Hawkins, Mothersbaugh,
David Consumer Behaviour
Building Marketing Strategy.
2013. International Student
edition
 Survey  Conference

7. 5
 Attitude
Measurement
 Beliefs,
Attitudes, and
Behaviour
Change
Can evaluate the
role and impact of
mass media on
individual’s buying
behaviour
Conduct activities
valuing mass media as
buyer’s principal
standard of choosing a
product.
Hawkins,
Mothersbaugh, Best,
Robert Consumer
Behaviour Building
Marketing Strategy. 10th
edition 2007
 Emersion (Visit/
interview of T.V
and Radio
Networks
personnel)
• Making Advertisem
ent(Video
Presentation)
6
 Persuasion
 Involvement,
Knowledge,
and
Persuasion
Can develop an
original creative
design that
persuades target
audience
Construct innovative
tactic that would
persuade target buyer.
Hawkins,
Mothersbaugh, Best,
Robert Consumer
Behaviour Building
Marketing Strategy. 10th
edition 2007
 Business
Proposal
• Product Testing
7
Environmental and
Situational
Influences
 Group
Influences
 Households
and Families
Categorize the
subculture and
social class among
consumers
Demonstrate how
economic status and
cultural factor affect
consumers purchasing
manner.
http://www.emarketer.co
m
 Environment
Observation
(Rural and
Urban)
• Debate
8
 Cultural and
International
Issues
 Subculture
Can develop an
original creative
design of an
advertisement
based on
cultural/sub-cultural
characteristics of
the target audience
and business
influences
Remember and apply
the principles of
consumers buying
behaviour in relation to
those various
influences upon
constructing an original
business design.
Hawkins,
Mothersbaugh, David
Consumer Behaviour
Building Marketing
Strategy. 2013.
International Student
edition
 Feasibility
Study
• Panel Defense