A comprehensive English course tailored for marketing and advertising professionals. Participants will explore key marketing topics, cutting edge marketing techniques and award-winning marketing campaigns from around the world. They will also assess their own marketing mix & strategies and create new marketing campaigns in English under the guidance of an experienced copywriter. As well, the course covers key business skills and many proven creativity techniques. There will also be an option to hear presentations from advertising executives about their companies, campaigns and creative process.
2. What do these have in common? cOPYWRITING SWOT 100 Most Powerful Brands Ambush marketing Al Ries ADWEEK Random Words SCAMPER Marlboro Man Buyology PR BUZZ Celebrity Endorsement Marketing mix 4Ps Blair Witch Project Brand Management PEEST Idols VALS Viral Burger King’s Subservient Chicken Abraham Maslow Cash cow Dove’s “Evolution” Datamining Facebook Opinion Leaders Apple’s “1984” David Ogilvy Advertising Age Paco Underhill Language of Persuasion Consumer Behavior
4. Marketing English Plus ™Real Benefits Fun, lively, focused discussions on a variety of Marketing topics Explore award-winning, highly creative marketing campaigns to spark new marketing ideas Learn new creativity techniquesto encourage further innovation Create real copy (press releases, marketing material, website content, etc.) under the guidance of a professional English copywriter Review, discuss and reassess your current marketing strategies in light of economic, social, political and industry trends
5. Marketing English Plus ™Real Benefits Listen to and read about Advertising Agency experts talkingabout their company, their creative process and some of their best campaigns Learn about the latest marketing techniques such assensory marketing, neuromarketing, viral marketingand so on Learn the samevocabulary, phrases and idiomsthat Madison Avenue uses Business skills – small talk, meetings, presentations
6. Marketing English Plus ™The Next Generation in Language Training Comprehensive marketing subjects Real marketing tools and techniques Latest marketing trends and topics Real advertising and analysis Creativity techniques Teacher with Ad Agency experience Discussions with Ad Agency experts
7. Textbooks Professional English in Use: Marketing. Cambridge University Press, 2008. Creative Advertising.Thames & Hudson, 2008. ”Be warned. Creative Advertising is more than just a nice-to-look-at, easy-to-flip-through coffee-table book ... Pricken has loftier goals – namely, to transform readers into top creatives by introducing them to a variety of techniques and ideas used in advertising” -ADWEEK
8. Resources Award-winning international advertising campaigns TV, radio, print, digital media, viral Marketing tools 4Ps, SIVA, AIDA, etc. Mini-presentations on marketing theory and topics Articles from leading advertising magazines Advertising Age, ADWEEK, Brand Republic, etc. Video/audio podcasts Presentations by Ad Agency Creatives Book Summaries Martin Lindström ”Buyology”, Luke Sullivan ”Hey Whipple, Squeeze This”, David Ogivly ”Ogilvy on Advertising”, Matt Haig ”Brand Failures”
9. Teaching Methodology:Communicative Approach The course develops all four communication skills while emphasizing speaking with all activities. Speaking Group discussions Pairwork activities Brainstorming sessions Presentations Listening comprehension TV / radio ads, presentations, video/audio podcasts Reading comprehension Articles, print ads, book summaries Writing Developing print ads, press releases, direct mail, etc.
10. Teacher Maurice Forget BA, CERTESL Corporate English Trainer in Helsinki since 2000 Author of 4 English textbooks available in over 30 countries Professional Advertising Copywriter with several Helsinki advertising agencies since 2005 Managing Director of Voice One Oy and Think Bigger Ay
