About this course: If you work in marketing, sales, or advertising, you already know that effective communication is a requirement. This can be even more difficult when expressing your ideas in a persuasive manner in English. In this course, you will learn to use English more efficiently while joining successful global professionals around the world. Develop your skills along with authentic characters that work in marketing and also work hard to improve their communication skills. Learn from your successes and failures, reflect on your own style, strengths, and improvement areas. After taking this course, you will be able to: · Express your ideas through efficient emails, reports and persuasive presentations · Learn words and phrases related to market research, branding, direct marketing, advertising costs, etc. · Get instant feedback about the efficiency of your business communication skills in English from sales and marketing professionals from around the world · Become part of a global community of business professionals who are developing their English communication skills
Created by: Arizona State University
Taught by: Andrea Mürau Haraway, International Educator
Arizona State University, Global Launch
Taught by: Wanda Huber, International Educator
Arizona State University Global Launch
Taught by: Jenny Young, International Educator
Arizona State University Global Launch
Taught by: Beatriz Fuentes-Anderson, International Educator
Arizona State University Global Launch
| Basic Info | Course 3 of 4 in the Business English Specialization |
| Level | Intermediate |
| Commitment | 6 weeks of study, 2-4 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
Product
Where do you start marketing with a project or product? Why with an effective brainstorming session of course! This week you’ll learn the roles we play in groups, how to give opinions or disagree respectfully and brainstorming phrases and techniques to make your product roll out a success. You’ll see examples of prepping before a brainstorming session as Jake approaches Bridget and even some what not to do’s in this episode of The Challenge.
6 videos, 7 readings, 4 practice quizzes
- Reading: 1.1 Weekly Goals and Advice from Instructors
- Video: 1.2 The Brainstorming Begins
- Reading: 1.3 Vocabulary Preview
- Discussion Prompt: Meet and Greet: Introduce Yourself
- Reading: Directions for Submitting Audio or Video
- Video: 1.4 Effective Brainstorming Techniques
- Reading: 1.5 Why Brainstorming Works Best Online
- Practice Quiz: 1.6 Checkpoint: Brainstorming
- Video: 1.7 Giving Opinions in Brainstorming
- Practice Quiz: 1.8 Checkpoint: Giving Opinions in Brainstorming
- Video: 1.9 Group Dynamics: What Role Will You Play?
- Reading: 1.10 How Group Dynamics Affect Decisions
- Practice Quiz: 1.11 Checkpoint: Group Dynamics
- Video: 1.12 Agreeing/Disagreeing In Meetings
- Practice Quiz: 1.13 Checkpoint: Agreeing/Disagreeing In Meetings
- Reading: 1.14 Expressing Opinions-Sentence Stems
- Discussion Prompt: 1.15 Let's Discuss:Brainstorming Success Stories
- Video: 1.16 Week 1 Review
- Peer Review: 1.17 Apply Your Knowledge PART 1: Lead a BrainWriting Session (optional)
- Peer Review: 1.18 Apply Your Knowldege PART 2: Analyzing Ideas and Reporting Out (optional)
- Reading: 1.20 Quizlet Vocabulary Practice: Product
Graded: 1.19 Week 1 Test
WEEK 2
Product Perception
Have you ever been part of a survey? You’ll see an example as the BioDent marketing team asks people from the streets opinions about their product. Effective presentations and surveys first start with clear and easy to understand visuals. In this week’s lessons we’ll explore graphs, charts and questions to create strong surveys. We’ll learn the importance of interpreting these charts and graphs accurately before presenting them with confidence.
6 videos, 10 readings, 4 practice quizzes
- Reading: 2.1 Weekly Goals and Advice from Instructors
- Video: 2.2 Survey Power
- Reading: 2.3 Vocabulary Preview
- Video: 2.4 Writing Surveys That Get You Actionable Insights
- Reading: 2.5 Writing Survey Questions: a Useful Blog Post
- Practice Quiz: 2.6 Checkpoint: Writing Effective Surveys
- Video: 2.7 Visually Communicate Data with Charts
- Practice Quiz: 2.8 Checkpoint: Visual Communication - Charts
- Reading: 2.9 Welcome to the Age of Experience
- Discussion Prompt: 2.10 Let's Discuss: Welcome to the Age of Experience
- Reading: BONUS: 5 Key Metrics Measuring Brand Loyalty
- Video: 2.11 Chart and Graph Interpretation
- Practice Quiz: 2.12 Checkpoint: Chart and Graph Interpretation
- Reading: 2.13 Perceptual Edge: Problems and Solutions for Graphs
- Video: 2.14 Graph and Chart Presentation
- Practice Quiz: 2.15 Checkpoint: Graph and Chart Presentation
- Reading: BONUS - Eight Tips for Writing Effective Survey Questions
- Reading: BONUS - Customer loyalty: the (changing) reality of loyalty beyond retention
- Reading: BONUS - Writing Good Survey Questions Tips and Advice
- Discussion Prompt: 2.16 Let's Discuss: Outside The Box Puzzle
- Video: 2.17 Week 2 Review
- Peer Review: 2.18 Apply Your Knowledge Write a Survey Questionnaire (optional)
- Reading: 2.20 Quizlet Vocabulary Practice: Product Perception
Graded: 2.19 Week 2 Test
WEEK 3
Promotion
Good design is invisible. But, how do we make it so? This week’s lessons consist of graphic design, perception, concise language and how to make our marketing meaningful and memorable. Take time to notice the beginning stages of good design during a focus group as you enjoy The Challenge sketch.
6 videos, 9 readings, 3 practice quizzes
- Reading: 3.1 Weekly Goals and Advice from Instructors
- Video: 3.2 BioDent Impressions
- Reading: 3.3 Vocabulary Preview
- Video: 3.4 Perception in Visual Communication
- Reading: 3.5 It's All Gooooooooood
- Video: 3.6 Visual Communication Strategies
- Practice Quiz: 3.7 Checkpoint: Visual Communication
- Video: 3.8 Concise Language for Social Media Marketing
- Reading: 3.9 Excellent PowerPoint Examples
- Practice Quiz: 3.10 Checkpoint: Concise Language for Social Media Marketing
- Video: 3.11 Clever and Catchy with Caution
- Practice Quiz: 3.12 Checkpoint: Clever and Catchy with Caution
- Reading: 3.13 Nuts & Bolts ~ What is a Tagline?
- Discussion Prompt: 3.14 Let's Discuss: Unintentionally Funny Taglines
- Reading: 3.15 Creating your Personal Tagline Worksheet
- Reading: 3.16 Creating Your Personal Tagline EXAMPLE Worksheet
- Peer Review: 3.17 Apply Your Knowledge What's Your Tagline? (optional)
- Reading: 3.18 What is a Tagline Anyway?
- Video: 3.19 Week 3 Review
- Reading: 3.21 Quizlet Vocabulary Practice: Promotion
Graded: 3.20 Week 3 Test
WEEK 4
Persuasive Techniques
By the end of this week you will be familiar with Dr. Robert Cialdini and his six principles of persuasion. How do you get your customers to say “yes” in an ethical and honest way? This and more will be answered as Jake meets with Sandy to discuss these principles.
6 videos, 8 readings, 3 practice quizzes
- Reading: 4.1 Weekly Goals and Advice from Instructors
- Video: 4.2 Hooray for Social Media Marketing
- Reading: 4.3 Vocabulary Preview
- Video: 4.4 Cialdini's Principles of Influence - Part 1
- Reading: 4.5 "Why?" It works!
- Discussion Prompt: 4.6 Let's Discuss: "Why" It Works.
- Video: 4.7 Cialdini's Principles of Influence - Part 2
- Practice Quiz: 4.8 Checkpoint: Principles of Influence
- Reading: 4.9 Metaphor, A Persuasive Heavy Weight
- Discussion Prompt: 4.10 Let's Discuss: Metaphor Hunting
- Reading: BONUS: Cialdini in His Own Words
- Reading: BONUS: Social Proof in Action
- Video: 4.11 Power of One Word
- Practice Quiz: 4.12 Checkpoint: Power of One Word
- Reading: 4.13 How to Get People to Do Stuff: Nouns or Verbs?
- Discussion Prompt: 4.14 Let's Discuss: How to Get People to do Stuff: Nouns or Verbs?
- Video: 4.15 Influential Language
- Practice Quiz: 4.16 Checkpoint: Influential Language
- Discussion Prompt: 4.17 Let's Discuss: Scarcity - Cialdini in My Life
- Video: 4.18 Week 4 Review
- Reading: 4.20 Quizlet Vocabulary Practice: Persuasive Techniques
Graded: 4.19 Week 4 Test
WEEK 5
Pitch
Why do we respond better to some sales pitches than others? Jake needs help with his presentation to senior management and goes to Catherine for advice. Week 5 is full of quick tips for formal presentations, pitches, impromptu speeches, sales scripts and consultative sales presentations that will give your confidence a boost and your words more energy and excitement.
6 videos, 16 readings, 5 practice quizzes
- Reading: 5.1 Weekly Goals and Advice from Instructors
- Video: 5.2 Ready...Set...Pitch
- Reading: 5.3 Vocabulary Preview
- Video: 5.4 Preparing your Presentation
- Reading: 5.5 Kinesics: Body Language for the Presenter
- Reading: 5.6 Presenting in English: Strategies for the Non-Native Speaker
- Practice Quiz: 5.7 Checkpoint: Presentation Strategies
- Video: 5.8 Consultative Sales Presentations
- Reading: BONUS: The Consultative Sales Approach
- Discussion Prompt: 5.9 Compete with Competitors not Customers
- Practice Quiz: 5.10 Checkpoint: Sales Presentation
- Reading: 5.11 Interpreting Body Language for Sale
- Discussion Prompt: 5.12 Let's Discuss: Interpreting Your Body Language
- Discussion Prompt: 5.13 Let's Discuss: Body Language Analysis, Pursuit of Happyness Interview
- Reading: BONUS: Killer Presentations
- Video: 5.15 Language for Sales Scripts
- Reading: 5.16 Tips for Sales Scripting
- Practice Quiz: 5.17 Checkpoint: Language for Sales Scripts
- Video: 5.18 Impromptu Speaking/Elevator Pitch
- Reading: 5.19 Elevator Pitch: Make it Memorable with 4 Techniques
- Practice Quiz: 5.20 Checkpoint: Impromptu Speaking/Elevator Pitch
- Reading: 5.21 Keep them Listening with Transition Words
- Reading: 5.22 A Quick Guide to Writing Your Elevator Pitch: With Examples!
- Practice Quiz: 5.23 Useful Phrases and Transitions
- Reading: 5.24 Love it! Outstanding Example of an Elevator Pitch
- Video: 5.25 Week 5 Review
- Reading: 5.26 Steps to Preparing a Good Elevator Pitch
- Peer Review: 5.27 Apply Your Knowledge Give us Your Elevator Pitch (optional)
- Reading: BONUS Excellent TEDTalk on Elevator Speech
- Reading: BONUS Asking and Answering Questions
- Reading: 5.29 Quizlet Vocabulary Practice: Pitch
Graded: 5.28 Week 5 Test
WEEK 6
Review
In this week, we'll review and practice key concepts and language from the course. Watch the videos, check your knowledge and understanding and analyze techniques you best loved about this Marketing and Sales class.
1 video, 1 reading
- Peer Review: 6.1 Free Content Brings Me To You (optional)
- Video: 6.2 Week 6 Review
- Reading: 6.4 References
Graded: 6.3 FINAL TEST
FAQs
How It Works
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
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Creators
Arizona State University
Arizona State University has developed a new model for the American Research University, creating an institution that is committed to excellence, access and impact. ASU measures itself by those it includes, not by those it excludes. ASU pursues research that contributes to the public good, and ASU assumes major responsibility for the economic, social and cultural vitality of the communities that surround it.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
Great course to get throw the specific terms and structures on sales.
The was the best part of the specialization !
Highly recommend it
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The teachers are really amazing and passionate about teach! The content of the course is very comprehensive. I am glad I did it. Thank you for sharing so much knowledge.