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Market leader upper intermediate business english teachers resource book 3rd edition Market leader upper intermediate business english teachers resource book 3rd edition Market leader upper intermediate business english teachers resource book 3rd edition Market leader upper intermediate business english teachers resource book 3rd edition
3rd Edition Upper Intermediate MARKET LEADER Business English Teacher’s Resource Book Bill Mascull PEARSON FT Course components FOR STUDENTS FOR TEACHERS Course Book with DVD-ROM Teacher’s Resource Book with Test M a ste r CD-ROM The key co urse com ponent, MARKET LEADER « co m p risin g 12 units, four W orking * a cross cu ltu res se ctio n s and four Includes ste p -b y -ste p lesso n M ARKET LEADER R evision units notes and a p h o to co p ia b le Resource b a n k o f fu rth e r practice exercises DVD-ROM Test M a ste r CD-ROM Included w ith the C ourse Book, Included w ith the T eacher’s the DVD-ROM in clu d e s the R esource B o o k, th is CD-RO M i-G lossary, extra se lf-study co n ta in s d ig ita l, cu s to m isa b le exercises, C ourse B o o k a u d io and v e rsio n s o f the Test File tests, scrip ts, in te rv ie w v id e o s and Case the a u d io for th e se te sts and stu d y co m m e n ta rie s and G ram m ar 12 fu rth er unit tests references V o ca b u lary Trainer Test File w w w m a r k e t le a d e r v o c a b t r a in e r n e t S ix p h o to co p ia b le te sts in clu d in g A p e rso n a lise d , in teractive on lin e to o l w hich a llo w s stu d e n ts to practise u sin g target language fou r Progress te sts linke d c lo s e ly M ARKET LEADER to th e C o urse Book, an Entry test and an Exit test from the C ourse B o o k in a variety o f ways Practice File Active Teach A se lf-stu d y w o rk b o o k w hich The d ig ita l v e rsio n o f the C o urse provides extra p ractice for Book, w ith in teractive a ctiv itie s vocabulary, gram m ar and w ritin g and a cco m pa n y in g a u d io v is u a l from every unit A ls o in clu d es re so u rce s fo r use in cla ss w ith a ctiv itie s to im prove p ron u nciation in teractive w h ite b o a rd s or on a and flu e n cy th rou g h day-to-day com puter fu n ctio n a l English 6i«ln«« Cnjramarand Uuge MARK LEADE B usiness Gram m ar and U sage Su bscrip tion w ebsite P rovides clear e xp la n a tio n s and A sou rce o f in form atio n and w w w m a r k e t - le a d e r n e t targeted practice to strengthen extra re so u rce s for teach ers any w eak p oin ts yo u r stu d en ts to s u p p le m e n t th e ir le sso n s, may have in clu d in g exclu sive FT contentbased lesso ns Introduction concepts, developin g their aw areness and s k ills in order designed to bring the real w orld of in tern ation al business to function effectively in international b u siness situations into the language-teaching classroom It has been There are also four Revision units in the Course Book that developed in association with the Financial Times, one of revise and co nso lid ate the w ork d one in the main units the w o rld ’s leading sou rces of p rofessional inform ation, to ensure the m axim um range and a uthen ticity of in te rn ation a l bu sin ess content INTRODUCTION Market Leader is an extensive business English course and culture spreads Audio and DVD-ROM materials A ll the listening m aterial from the Course B o ok is available In a d d itio n to new a u th e n tic reading texts and liste n in g on the audio CD A num ber o f these tracks provide m aterial, the Third Edition features a n um ber of e xcitin g stu d e n ts with exposure to non-native English accents new resources: w hich they may find ch allen gin g to understand, but w hich • s p e cia lly-film e d in te rv iew s w ith b u sin e ss w ill help them build confiden ce in th eir own speaking All p ctitio n e rs for each unit o f the aud io files are also provided in fully-dow nloadable Case study commentaries on DVD-ROM, w ith expert M P form at on the DVD-ROM a llo w in g transfer to personal v ie w s on each case co m p uters and portable audio players Working across cultures - regular in p u t and ta sk s to The DVD-ROM is an integral part of the course All 12 d e v e lo p s tu d e n ts’ in te rcu ltu l aw a re n e ss and s k ills interview s from the Course Book can be view ed on the DVD- ã ã đ fou r Revision units, one after every three m ain units ROM with the option of sub-titles, depending on the user’s ® an in te ctive i-Glossary on DVD-ROM preference The interview s are accom panied by 12 video • a d d itio n a l p h o to co p ia b le ta sk s in th is T eacher’s com m entaries on the Case studies delivered by experienced Resou rce B o ok b u sine ss consultants The interviews (which form the main Active Teach softw are to d eliv e r the co urse digitally, listening focus o f each unit) and com m entaries provide an th rou gh an in te ctive w h iteb o ard or com puter o pportu nity for students to get expert perspectives on the • latest business practice through English None of the videos are scripted and, as such, expose students to authentic Course aims exam ples of natural speech This co urse is intended for use either by stu d ents In addition, the DVD-ROM provides the students with prep arin g for a career in b u sin e ss or by those interactive, self-study practice activities These allow them already w o rking w ho w ant to im prove th eir English to revisit problem areas and reinforce w ork done in class co m m un ication skills Market Leader co m bines som e in th eir own time The activities provide further listening o f the m ost stim u la tin g recent ideas from the w orld of practice, opportunities for task repetition and instant, b u sin e ss with a strongly task-based approach Role personalised feedback plays and case stu d ie s are regular features of each unit The DVD-ROM also includes the i-Glossary, an interactive T hro ugh ou t the course, stu d ents are encouraged to use th eir ow n experience and op in ion s in order to m axim ise involvem ent and learning m ini-dictionary w hich provides d efin itions and pronunciation of all the key vocabulary listed at the back of the Course Book and w hich encourages further self-study Vocabulary Trainer T h e main course com ponents Course Book T h is is an on line, se lf-stu d y to o l that lets stu d ents ta k e co n trol o f th eir own learning O nce stu d e n ts have This p rovides the main part of the teaching m aterial, created a p e rson a l accoun t, the V oca b u la ry Trainer d iv id e d into 12 topic-based units The to p ics have been te sts them on the m eaning, sp e llin g , c o llo ca tio n and ch osen follow ing research am ong teach ers to e stablish use o f v o ca b u la ry learnt in cla ss T heir de ve lop m e n t w hich are the areas o f w id est possib le interest to the is a u to m a tica lly recorded so th ey can ch art th e ir own m ajority of th eir students The Course Book provides p ro g re ss o u tsid e the cla ssro om in put in reading, sp e a kin g and listening, with guidance Practice File for w ritin g ta sks too Every unit contain s vocabularyd e v e lo p m e n t a ctivitie s and a rapid review of e ssential gram m ar There is a regular focus on key b u siness fu n ctio n s and each unit ends with a m otivating case study to a llo w stu dents to practise language they have w orked on d u rin g the unit For more d eta ils on the Course Book units, see Overview o f a Course Book unit A fte r every three units is a spread called Working across This gives extra practice in the areas o f gram m ar and vocabulary, to g eth e r w ith a co m p le te s y lla b u s in b u sin e ss w riting In each unit, stu d e n ts w o rk w ith text m o d e ls and u sefu l lan guag e, then a w ritin g ta sk to co n s o lid a te the learning A d d itio n a lly , the Practice File p rovid e s regular se lf-stu d y p ron u n cia tio n w ork (with an a u d io CD and exercises) and a v a lu a b le su rviva l la n g ua ge section for stu d e n ts w hen travelling cultures Here stu d ents are introduced to key intercultural INTRODUCTION Teacher’s Resource Book Students learn new words, phrases and collocations and This book provides teachers with an overview o f the whole are given tasks which help to activate the vocabulary they course, together with detailed teaching notes, background already know or have just learnt briefings on b u siness content, the Text bank and the There is further vocabulary practice in the Practice File Resource bank Reading The Text bank provides two extra FT reading texts per unit, S tu d e n ts read in tere stin g and relevant a u th e n tic texts INTRODUCTION follow ed up w ith com prehension and vocabulary exercises from the Financial Times and oth e r b u sin e ss sou rce s The R esou rce bank p rovid es p h o to co p ia b le w orksh eet- They d e v e lo p th eir readin g s k ills and a cqu ire e ss e n tia l b ased co m m u n ica tio n a ctiv itie s lin ked to p a rticu la r b u sin e ss vocabulary The texts provide a context for se ctio n s o f th e Course B o o k units lan guage w o rk and d iscu ssio n later in the unit Listening bank: extra a ctiv itie s b ased on each Course Listening B o o k L is te n in g in te rview The a u th e n tic liste n in g texts are based on in terv ie w s • Speaking bank: extra activities based on each Skills section w ith b u sin e s s p e o p le and exp e rts in th e ir field S tu d e n ts « Writing bank: a m odel answer to the Course Book Writing d e v e lo p liste n in g s k ills such as p red iction , liste n in g for task, together with an additional writing exercise sp e cific in form a tio n and note-taking They can, if th ey • Test File Six p h otocopiable tests are available to teachers and course planners to m onitor students’ progress during the course prefer, w atch the in terv ie w s on the DVD-ROM Language review These section s develop stu d e n ts’ aw areness o f the There is an Entry test, four Progress tests, w hich test both com m on problem areas at upper-interm ediate level skills and language knowledge and an Exit test, which They focus on accuracy and know ledge o f key areas o f reviews the w ork done throughout the course Test Master CD-ROM Included in the Teacher’s Resource Book, the Test M aster CD-ROM is a useful assessm ent resource to accom pany the course, It includes digital, editable versions of the Test File tests enabling valid, tailored assessm ent It also contains the accom panying audio files and a further 12 unit tests These grammar If stu de nts already know the gram m ar point, th is section serves as a q u ick check for them and the teacher If th ey need more explanation, they are referred to the Grammar reference at the back of the Course Book There is fu rth e r gram m ar practice in the Practice File and in the B u sin e ss G ram m ar and Usage b oo k (see Extending the course) tests assess students’ progress in terms of the Vocabulary, Skills Language review and Skills sections of their corresponding This section helps learners to develop their com m unication units Full keys and audioscripts are also provided to make s k ills in the key b u siness areas o f presentations, m eetings, m arking the tests as straightforward as possible negotiations, te lep h on in g and social English Each section Active Teach contain s a Useful language box w hich provides students The Active Teach software provides digital access to a range of course com ponents via an interactive whiteboard or computer with the phrases they need to carry out the business tasks in the regular role-play activities Components include the Course Book, video and audio with Case studies printable scripts, the i-Glossary interactive activities based Each unit ends with a case stu d y linked to the u nit’s on the Course Book content, editable tests, the Teacher’s bu sin ess topic The case stu d ie s are based on realistic Resource Book and the phonetic chart It also includes the bu sin ess problem s or situ a tio n s and are designed to Writing file, which provides good models for product writing, and Help videos to make using the software as easy as the language and com m un ication s k ills w hich they m otivate and actively engage students Stud en ts use possible have acquired w hile w o rking through the unit Typically, Using Active Teach facilitates student engagem ent and stu de nts w ill be involved in d iscu ssin g b u sine ss problem s enables clear giving o f instructions and valuable feedback It and recom m ending so lu tio n s through active group work is ideal for use on a laptop in one-to-one classes Each case stu d y en d s with a re a listic w ritin g task These ta sk s reflect the real w o rld o f b u sin e ss co rre spon de nce Overview of a Course Book unit A typical unit consists of the following sections: Starting up S tude n ts have the o p po rtu nity to th in k abou t the unit and w ill a lso help th o se stu d e n ts p reparin g for b u sin e ss English exam s M o d e ls of w ritin g text type s are given in the W ritin g file at the end o f the C o urse Book A fter stu d e n ts have co m p leted each case stu d y th ey can w atch the Case study commentaries on the DVD-ROM topic and to exchange ideas and o p in io n s w ith each other Here, a co n su lta n t ta lk s a b o u t the b u sin e ss issu e s raised and w ith the teacher There is a variety of stim u latin g by each case This m ay in turn lead to further d iscu ssio n activitie s su ch as answ ering qu iz q u estion s, reflecting on of the case in class difficu lt d e cisio n s, p rio ritisin g o p tio n s and com pleting charts T hroughout, students are encouraged to draw upon th e ir life and bu sin ess experience as appropriate Vocabulary Essential business vocabulary is presented and practised through a wide variety of creative and engaging exercises 4 U sin g the course Accessibility for teachers Less-exp erien ced te a ch e rs can so m e tim es find teaching b u sin e s s English a d a u n tin g exp erien ce Market Leader INTRODUCTION sets out to provide the m axim um su p p o rt for teach ers Encourage students to use people-m anagem ent sk ills The Business brief se ction at the b e g in n in g o f each unit such as w orking in team s, leading team s, delegating in the T eacher’s R esource B o ok gives an ove rview of and interacting effectively with each other the b u sin e ss to p ic, co vering key term s (given in bold, Students should identify the key issu es o f the and w h ich can be ch ecked in the Longman Dictionary case and discu ss all the options before reaching a o f Business English ) and su g g e stin g a list o f title s for decision further reading and in form atio n Authenticity of content sh o u ld d eal w ith as m uch a u th e n tic co nten t as th eir S om e stu d e n ts w ill requ ire m ore in put or practice in Extending the course lan guage level a llo w s A u th e n tic readin g and liste n in g certa in areas, eith e r in term s of su bje ct m atter or s k ills , te xts are m o tivatin g for stu d e n ts and bring the real w o rld than is provided in the C ourse Book In ord er to m eet o f b u sin e ss into the cla ssro o m , in cre a sin g s tu d e n ts’ th e ir needs, Market Leader p rovides a w id e range of kn o w le d g e o f b u sin e s s practice and co ncep ts Due to its o p tio n a l extra m a te ria ls and co m p o n e n ts to ch o o se in te rn a tio n a l coverage, the Financial Times has been a from rich sou rce o f text, v id e o and b u sin e s s in form a tio n for the course The case stu d ie s prese nt re a listic b u sin e s s situ a tio n s and p ro b le m s and the co m m u n ica tio n a ctiv itie s based on them - g rou p d is c u s s io n s , s im u la tio n s and role plays - serve to en han ce the a u th e n ticity o f the course Business Grammar and Usage New Edition For stu d e n ts n eeding m ore w ork on th e ir gram m ar, th is b oo k p rovides reference and practice in a ll the m ost im p o rta n t areas of b u sin e ss English u sage It is o rg a n ise d into stru ctu l and fu n ctio n a l se ctio n s The b o o k has been revised and u pdated for the T hird Edition Flexibility of use and co m p le m e n ts the Language review se ctio n s o f the An e sse n tia l requirem ent o f b u sin e ss English m aterials C o urse Book Relevant ch a p te rs for fu rth e r stu d y are is that they cater for the w ide range of needs w hich referenced th ro u g h o u t the lesso n n otes of th is T eacher’s stu de nts have, in clu din g different areas of interest and Resou rce B o o k in the At a glance se ction at the sta rt of sp e cia lisatio n , different sk ills needs and varying am ounts each unit o f tim e available to study Market Leader offers teachers M a rk e t L e a d e r specialist titles and course plan ners a u nique range o f flexible m aterials to help m eet th ese needs There are su gg estion s in th is b oo k on how to use the unit m aterial extensively or intensively, w ith fast-track routes through the units focu sin g m ainly on sp e a kin g and listening s k ills The lesson notes in clu d e su gg e stio n s on extending the cla ssw o rk through the DVD-ROM and p h oto copiable m aterials in the Text bank and Resource bank section s of th is book In a dd itio n, th is b ook gives su gg e stio n s on how to extend the course using co m pon ents inclu d in g INTRODUCTION One o f the p rin cip le s of the co urse is th at stu d en ts M a n y stu d e n ts w ill need to learn the la n g ua ge o f more sp e cia lis e d areas o f b u sin e ss English To provid e them w ith a u th e n tic and eng agin g m aterial, Market Leader in clu d e s a range o f s p e cia l-su b je ct b o o k s w h ich focu s on re adin g s k ills and v o ca b u la ry d e ve lop m en t Each b o o k in clu d e s tw o te sts and a g lo ssa ry o f s p e c ia lis e d language Longman Dictionary of Business English New Edition T his is the m ost u p-to-date sou rce o f reference in the Practice File, the B u sin e ss Gram m ar and Usage book, b u sin e s s English today C o m p ile d from a w ide range and the Market /.eader sp e cia list series, w hich d evelops o f text sou rces, it a llo w s stu d e n ts and te a ch e rs rapid voca bu la ry and reading s k ills (see Extending the course) a cce ss to clear, stra ig h tforw a rd d e fin itio n s o f the la te st in te rn a tio n a l b u sin e ss term inology The fu lly u p dated Case studies that work The follow ing teaching tips will help when using case studies: New Edition in clu d e s an in teractive CD -RO M w ith ,0 00 key w o rd s p ron ou n ced in both B ritish and A m e rica n E n g lish , to g e th e r w ith practice m a teria l for both the BEC and BU LATS exam s, and is now a va ila b le as an iP h o n e or Draw on the stu de nts’ know ledge of business and the world Ensure that all students have understood the case and the key vocabulary Encourage the students to use the language and iP od touch app to d ow n loa d from the P earson Longm an w e b site M a r k e t L e a d e r website: www.market-leader.net The Market Leader com panion w ebsite provides up-to- com m unication sk ills they have acquired in the rest of date inform ation about the Course Books and sp e cia list the unit A short review o f the key language w ill help title s and offers a w ide range of m aterials teachers can Focus on com m unication and fluency during the case use to su pplem ent and enrich their lessons In a dd itio n to study activities Language errors can be dealt with at te sts for each level, the w ebsite provides links to w ebsites the end M ake a record of im portant errors and give relevant to units and topics in the Course B o ok and also students feedback at the end in a sym pathetic and d ow nload able g lo ssaries of bu siness terms constructive way The Premier Lessons su bscrip tion area of the w eb site has A llo w students to reach their own conclusions M any a bank of ready-m ade lessons with authentic texts from students expect there to be a correct answer The the Financial Times that have student w o rksh eets and teacher can give th eir own opinion but should stress answ ers These lesso ns are regularly updated and can be that there usually is no single ‘ right’ answer searched in order to find relevant texts for the unit, topic Encourage creative and im aginative solution s to the and level that students are studying Premier Lessons can problem s be used in the classroom or for self-study Contents CONTENTS Notes on units Text bank (in clu d in g A t a glance, B u sin e ss b rie f and Lesson notes) Teacher’s notes Unit Communication Unit International marketing Unit Building relationships 25 Working across cultures 1: Doing business internationally 33 Revision unit A 35 Unit Success 36 U n its Job satisfaction 44 Unit Risk U n it l 17 Unit Unit Communication C orpo rate co m m u n ica tion 114 Tw itter 116 International marketing G lo b a l brands 118 G lo b a l brands 120 Building relationships W o rkin g for free 122 D oing b u sin e ss in Russia 124 51 Unit Working across cultures 2: Working in new markets 59 Revision unit B 60 Unit Management styles 62 Unit Team building 70 Unit Raising finance 78 Unit Unit 113 Success S u cc e ssfu l w om en 126 S u cc e ssfu l strategic change 128 Job satisfaction A job s a tisfa ctio n su rvey 130 F lexibility 132 Risk Working across cultures 3: Managing international teams 86 R e p u ta tio n a l risk 134 Revision unit C 87 C lim ate change 136 Unit 10 Customer service 89 Unit 11 Crisis management 96 Unit 12 Mergers and acquisitions 102 Unit Unit Management styles W om en m anagers 138 The future o f m anagem ent 140 Team building Working across cultures 4: International negotiations 110 S p o rts co a c h in g and co rporate Revision unit D team b u ild in g 111 142 Team s o f five hundred and team s o f one hundred Unit Unit 10 Unit 11 Unit 12 W illin g and le ss w illin g len ders 146 C ro w d fu n d in g 148 Customer service O u tle t v illa g e s 150 S o cia l m edia 152 Crisis management C risis PR 154 A s s e s s in g risk 156 Mergers and acquisitions Expa n d in g abroad 158 S u cc e s sfu l a cq u isitio n s 160 Text bank key 144 Raising finance 162 CO N T E N TS Unit Resource bank Teacher s notes Dan C o llin s, fo u n d er of te a m -b u ild in g 169 sp e cia lis ts, Fresh Tracks Unit Sp eaking Team building 195 Raising finance S im on D avies, M an a g in g D irector Unit Communication D ealing with co m m u n ica tio n breakdow n Unit N e gotiatin g Unit 12 198 Mergers and acquisitions P ro fesso r S cott M oelier, Director, the M & A Research Centre, C ass B u sin e ss S ch o o l 181 Resource bank listening key 182 W riting 199 200 (Case stu d y m odel answ ers and w ritin g tasks) 183 184 Customer service A ctive liste n in g 185 Crisis management Unit 11 A sk in g and an sw e rin g d ifficu lt q u e stio n s 186 Mergers and acquisitions Unit 12 M a k in g a p resentation 187 Listening Communication A la s ta ir Dryburgh, Head o f A k e n h u rst C o n su lta n ts Unit R espon sibility, INSEAD in Paris 180 Raising finance Unit Unit Crisis management Craig Sm ith, P ro fesso r o f E th ics and S o c ia l Team building R esolvin g conflict Unit 10 197 Management styles P re sen ta tio n s Unit Unit 11 Risk R each in g agreem ent Unit Raym ond B la n c’s Le M a n o ir aux 179 Job satisfaction C o ld -ca llin g Unit 177 CON TENTS Unit Customer service Q u a t’ S a iso n s Success N e g o tia tin g 196 P h ilip New m an-H all, G en eral M anager, 176 Building relationships N etw orkin g Unit Unit 10 International marketing B in sto rm in g Unit (Restructuring), the B la c ksto n e G roup 175 188 Unit Communication 204 Unit International marketing 205 Unit Building relationships 206 Unit Success 207 Unit Job satisfaction 208 Risk 209 Unit Management styles Unit Team building Unit Raising finance 210 211 212 Unit 10 Customer service 213 Unit 11 Crisis management 214 Unit 12 Mergers and acquisitions 215 Unit International marketing Svend H o lle n sen , P rofessor of In ternation al M ark e tin g at the U n iversity o f S ou th D enm ark D arrell Kofkin, Chief Executive o fth e G lo b al M a rk e tin g Netw ork, a tra in in g org a n isa tio n Unit 189 Building relationships A liso n W ard, Head o f G lo b a l C orporate R e s p o n s ib ility at Cadbury, the ch o co la te m aker Unit 190 Success Tom H ockaday, M an a g in g Director, Isis Innovation, a te ch n o lo g y de v e lo p m e n t co m pan y U nit5 191 Job satisfaction M ad a ly n B ro oks, D irector o f Hum an R esou rces, Procter & G a m b le (UK) Unit 192 Risk Steve Fowler, M an a g in g Director, the Institute o f Risk M an a ge m en t Unit 193 Management styles Laurie M u llin s , A u th o r of M an a g e m en t and O rg a n isa tio n a l B e h a v io u r 194 UNIT Communication AT A GLANCE AT A GLANCE Lesson i Each lesson (excluding case studies) is about 45 to 60 minutes This does not include administration and time spent going through homework Classw ork - Course B ook Further w ork Starting up Test File: Entry test S tu d e n ts d is c u s s w hat th ey th in k m a ke s a good co m m u n ica to r and talk a b o u t d iffe rent form s of w ritten and sp oke n co m m u n ica tion Vocabulary: Good communicators Practice File S tu d e n ts lo o k at vo ca b u la ry related to good V o ca b u la ry (page 4) and bad co m m un icato rs Practice exercises: Vocabulary 1&2 (DVD-ROM) i-Glossary (DVD-ROM ) Listening: Improving communications Resource bank: Listening S tu d e n ts liste n to an e xp ert on co m m u n ica tio n s (page 188) ta lk in g a b o u t good practice in the area Practice exercises: Listening (DVD-ROM) Lesson Reading: E-mail: for and against Text bank (pag es 1 -1 ) S tu d e n ts read an a rticle a b o u t the good and bad a sp e cts o f e-m ail Language review: Idioms Practice File S tu d e n ts language a w a re n e ss and practice Language re v ie w (page 5) a ctiv itie s on som e com m on id io m s Practice Exercises: Language review 1&2 (DVD-ROM) Lesson Skills: Dealing with communication breakdown Resource bank: Speaking S tu d e n ts listen to a phone co n v e rsa tio n betw een a (page 175) cu sto m e r and a s u p p lie r and p ctise s k ills involved in d e a lin g w ith bre a kd o w n s in co m m un ica tion Practice File S u rv iv a l B u s in e s s E n g lish (page 55) Practice Exercises: Skills (DVD-ROM) Lesson Case study: The price of success Case study commentary Each case study is about ;/2 to hours A co m pan y th at m akes and s e lls hi-tech e lectron ic (DVD-ROM) p rod u cts has in te rn al and exte rn a l co m m u n ica tion prob lem s S tu d e n ts role-play the firm ’s d ire cto rs and a cce pt or reject s o lu tio n s su gg e ste d by co n su lta n ts Resource bank: Writing (page 204) Practice File W riting (page 6) 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 UNIT ►► C O M M U N I C A T I O N BU SIN ESS BRIEF W ith in co m p a n ie s, co m m u n ica tio n fa lls into tw o m ain areas There is the co m m u n ica tio n o f in fo rm a tio n and te ch n ica l k n o w ledge n ee ded to the job at hand Here, p aper-based co m m u n ica tio n is being rep laced by the co m p an y intranet, w ith in tern al co m pan y w e b s ite s o n ly a c c e s s ib le by e m plo ye e s Som e very large co m p a n ie s are a p p o in tin g knowledge officers to e x p lo it the in form a tio n in a co m p an y to the fu ll and facilita te its co m m u n ica tion to th o se w ho BUSINESS need it (B ut in th is age o f in cre a sin g ly a c c e s s ib le in form a tio n, there w ill no d ou b t a lw a y s be th e information hoarders, em p lo ye e s and m anagers w ho find pow er and p le a sure in ke e p in g in fo rm a tio n for th e m se lves, even if it w o u ld be u sefu l to th e ir colleagues.) T here is a ls o w h at m ight be ca lled ‘ce le b tio n -e x h o rta tio n ’ The in tern al company magazine is th e c la s s ic communication channel here It m ay be produ ced in-house by a ‘co m m u n ica tio n s BRIEF d e p a rtm e n t’ or out-of-house by jo u rn a lis ts w h o s p e cia lise in th is area It m ay try to d em o n stra te h ow the co m p an y is pu ttin g its mission statement into action: the m anagem ent m ay try to ch a n g e e m p lo ye e b eh avio u r by e xh o rtatio n and by pra isin g the perform an ce o f p a rticu la r d e p a rtm e n ts and in d iv id u als Externally, advertising has been the m ost v is ib le form o f co m m u n ica tio n w ith cu sto m e rs U su a lly th is is d e sig n e d to increase produ ct sa le s, but there is a lso institutional advertising d e sig n e d to im p ro ve perceptions o f the co m p an y as a w h ole C o m pa n ie s n atu lly like to be seen as hum an and e n v iro n m e n ta lly aw are But the co m m u n ica tio n betw een co m p a n ie s and th e ir cu sto m e rs is in c re a s in g ly b eco m ing two-way, w ith customer service centres d e sig n e d to gather in form a tio n , not ju st co m p la in ts, from cu sto m e rs a b o u t a ll a sp e cts o f use o f a co m p a n y ’s p rodu cts Ideally, th is in fo rm a tio n feed s back into p ro d u ct m o d ifica tio n and new produ ct desig n A d d itio n a lly so m e co m p a n ie s are now u sin g so cia l softw are and m icro-b log g in g site s such as F a ceb o o k and Tw itter to co m m u n ica te w ith th e ir cu sto m ers See Unit 10 for m ore on customer relationship management Equally, a co m p an y m ust co m m u n ica te w ith its in ve stors, and investor relations are b e co m in g an im p o rta n t sp e c ia lise d area o f public relations Investors w ant to know how th e ir m on ey is being u se d and w h a t th e ir p ro sp e cts are Then th e re is the w id er p u blic a u d ie n ce to atten d to Press conferences may be ca lle d to a n n o u n ce im p o rta n t events su ch as p ro d u ct la u nches Press releases may be issu e d to communicate more routine information There is also the specialised area of crisis management and damage control (see Unit 11) W h a te v e r a com pan y d oes, it has an image, so it sh ou ld try to in flu e n ce (som e w o u ld say ‘ m a n ip u la te ’) the m o u ld in g o f th is im age T h is is one reason w hy the communications industry, in a ll its form s, is a m u ltib illio n -d o lla r b u sin e ss Read on P au l Argen ti: Corporate Communication , M cG w H ill, 200 ed ition Joep C o rn e lisse n : Corporate Communication: A Guide to Theory and Practice, Sage, 2008 jo h n D o o rle y and H elio Fred Garcia: Reputation Management: The Key to Successful Public Relations and Corporate Communication, R o utledge, 2010 D o n a ld H islop : Knowledge Management in Organizations, OUP, 2009 T h o m a s J Lauria: Investor Relations: The Art and Philosophy o f Effective Corporate Communications, Lulu, 2008