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Brands: at A Glance

The document provides an overview of a course on brand management. It outlines four lessons that make up the course, including topics on successful brands, building luxury brands, participating in meetings, and a case study on marketing strategies. Each lesson includes learning objectives, readings, exercises and additional resources.

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pavlodenys99
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29 views1 page

Brands: at A Glance

The document provides an overview of a course on brand management. It outlines four lessons that make up the course, including topics on successful brands, building luxury brands, participating in meetings, and a case study on marketing strategies. Each lesson includes learning objectives, readings, exercises and additional resources.

Uploaded by

pavlodenys99
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Brands

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n Lesson 1 Starting up
Each lesson (excluding case Students' attitudes to brands
studies) is about 45 to 60 Practice File
Vocabulary: Brand management
minutes. This does not include Vocabulary (page 4)
Students look at word partnerships with brand,
time spent going through
product and market. i-Glossary (DVD-ROM)
homework.
Listening: Successful brands Resource bank: Listening
A brands specialist talks about the function of (page 188)
brands and work he has done to help develop a
Course Book Listening
particular brand.
(DVD-ROM)

Lesson 2 Reading: Building luxury brands Text bank


Students read an article about Dior and its plans (pages 114-117)
for moving into new markets.
Language review: Present simple and present ML Grammar and Usage
continuous
Practice File
Students look at the differences between these
Language review (page 5)
two tenses.
Lesson 3 Skills; Taking part in meetings Resource bank: Speaking
Students listen to a meeting where there is a (page 174)
difference of opinion and learn key language for
Practice File
participating in meetings.
Making suggestions
(page 55)
Lesson 4 Case study; Hudson Corporation Resource bank: Writing
Each case study is about A US company is facing a strategic choice for (page 204)
1 1/i to 2 hours. its marketing in Europe. Students discuss the
Practice File
alternatives and make a recommendation.
Writing (pages 6-7)
Case study commentary
(DVD-ROM)

For a fast route through the unit focusing mainly on speaking skills, just use the underlined sections.
For one-to-one situations, most parts of the unit lend themselves, with minimal adaptation, to use with Individual
students. Where this Is not the case, alternative procedures are given.

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