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Learner Profile

This course is designed for the learner who already knows English but needs further practice to
communicate more effectively in the business world. Business English will give learners the
confidence and practice needed to do business in English with colleagues, clients, business contacts
and acquaintances. On completing the course, learners will be able to:

present a case or argument clearly;

persuade other people to their point of view;
understand and answer accurately all the questions they are asked;
be polite and firm in discussions and negotiations.
read and understand articles in trade and professional magazines;
read and respond to letters and reports in English;
read and understand documents and contracts of agreement in English;
draft documents, reports, business plans and letters in English
learn formal and informal English for use in business
gain overall confidence, which will lead to career and business success.

Business English is a Global Program

The English in the program is the English of the international business world. The situations are
realistic business situations. The program depicts business people from all over the world using
English to communicate with one another. Learners will hear both British and American English, as
well as many accents of English from other countries which they will need to become familiar with.

Business English will help learners transfer their business skills into English. There is a language
skills chart which provides an easy to use reference list of all the business and communications
skills contained in the course. Learners who have completed the course, should have the ability and
confidence to speak, read and write, in Global English. They will be able to conduct business in
English competently and confidently. .

Business Case Studies

Business English is a modular-based course, which consists of twelve business case studies. The
design of the materials uses the Modular Case-Based Learning (MCB-Learning) approach which
is very flexible. The Case Studies are presented dramatically, just like a radio play. A Business
Skills Chart is provided with each course, and learners are guided to use it in the following manner:

* Select a starting point. Start with any of the case studies, most relevant to their interests and needs.
*Choose a route through the materials which best meets their individual business and language
*Quickly revise areas most urgent to their business needs.
The Cases
The 12 case studies in Business English present 'true-to-life' business situations and problems, many
of which any business person will meet in the course of their work. These include:
*a strategy for improving a company's market share;
*an effective marketing campaign;
*an exercise in creating an exclusive distributorship; .a business plan to break into a new market;
*a response to a problem requiring the appointment of key staff;
*an approach to extending credit;
*a strategy for dealing with bad debts;
* a management buyout;
* a strategy for improving market position;
*an approach to franchising;
*an approach to acquiring sponsorship;
*a take-over which reflects a particular management philosophy;
*an approach to making a tender.
Business activities contained in the case studies include:
*manufacturing and engineering;
*light industry and information technology;
*distribution and marketing;
*service industries.

The Approach
Each case study has three sections: The first presents the business situation or problem, the
second discusses the situation, and in the third, the resolution to the problem is presented.

A summary of the case studies is attached

Type of company: Sports goods
Business focus: Improving market share
Principal countries/markets: Canada, UK
Key Language Aims: Improving market share
Reading background information, Using charts and tables, presenting advantages & disadvantages

Type of company: Fashion
Business focus: Effective marketing
Principal countries/markets: Italy, USA
Key Language Aims: Memo writing, giving short answers, ways of agreeing, letter of complaint

Type of company: Industrial/generators
Business focus: Negotiating an exclusive distributorship
Principal countries/markets: UK, South East Asia
Key Language Aims: Writing minutes of a meeting,checking references, Quoting prices
Type of company: Information technology/electronics
Business focus: Breaking into new markets
Principal countries/markets: Germany, USA
Key Language Aims: Asking leading questions, making a presentation, negotiating changes to a


Type of company: Australian Oil Company
Business focus: Appointing key staff
Principal countries/markets: Australia – Brazil
Key Language Aims: Notes on an interview, job qualifications, international time differences.

Type of company: Nigerian Jewelry importer
Business focus: Extending credit
Principal countries/markets: Nigeria – France
Key Language Aims: Formalities in business letters, accounts and payment, abbreviations used in

Type of company: British Electric motor manufacture
Business focus: Granting exclusive distributorship
Principal countries/markets: U.K
Key Language Aims: Formal ways of stating conditions, computer terminology. Uses of “make”
and “do”

Type of company: Hong Kong airline
Business focus: Improving market position
Principal countries/markets: Hong-Kong , Europe
Key Language Aims: Using flight timetables, summarizing meetings, introducing different points of


Type of company: American cosmetic house
Business focus: Franchising
Principal countries/markets: U.S.A – Scandinavia
Key Language Aims: Using figures, letters refusing requests, common acronyms (PR, CEO, etc),
Type of company: British boat building company
Business focus: Sponsorship
Principal countries/markets: Australia – U.K
Key Language Aims: Preparing minutes of a meeting, telephone expressions, terms used with
Type of company: American hotel chain
Business focus: Tendering / negotiations
Principal countries/markets: People’s Republic of China – U.S.A
Key Language Aims: Conference planning, terms associated with overwork and pressure, profit
and loss accounts.
Type of company: Japanese printing machinery supplier
Business focus: take-over / management style
Principal countries/markets: Japan – The Netherlands
Key Language Aims: Expressing currency figures, formal versus informal style, expressing