LEARNING OUTCOMES

The course delves more deeply into the nature of human communication, employing texts (novel, film, official document) as the source which must be interpreted analytically in order to identify what happens in a speech event and how and why this happens.

AIMS AND LEARNING OUTCOMES

LETTORATO (First Term)

ENGLISH FOR INTERNATIONAL TOURISM II

CONTENT AND GOALS

The course aims to provide the oral and written English skills necessary to meet the demand in the cultural tourism sector. Students are expected to achieve a level of proficiency in the English language corresponding to the level B2 of the Common European Framework of Reference for Languages. The four oral and written production skills will be developed in parallel.

MODULO TEORICO (Second Term)

PERSUASIVE YET NOT UNETHICAL – An introduction to sales-oriented content creation
CONTENT AND GOALS
This interactive course will introduce the art of using language and communication to promote a brand. First, we will deal with the notion of 'ideal customer,' i.e., the best representative of a company's target customers. Then, we will look closely at some examples of successful and unsuccessful announcements, analyzing and discussing the reasons for their success or failure. Next, we will explore a few ways to successfully use our imagination and carefully craft original yet clear messages to build a community, placing special emphasis on the different needs of each specific platform. In addition, we will emphasize the importance for a brand to avoid unethical behavior to keep its reputation clear. Finally, we will review a simple strategy to keep creating great content without losing inspiration.

TEACHING METHODS

Inductive. Students must participate actively in lessons (held in English) by commenting on examples and texts, from which the theory is induced.

SYLLABUS/CONTENT

LETTORATO (First Term)

ENGLISH FOR INTERNATIONAL TOURISM II

CONTENT AND GOALS

The course aims to provide the oral and written English skills necessary to meet the demand in the cultural tourism sector. Students are expected to achieve a level of proficiency in the English language corresponding to the level B2 of the Common European Framework of Reference for Languages. The four oral and written production skills will be developed in parallel.

MODULO TEORICO (Second Term)

PERSUASIVE YET NOT UNETHICAL – An introduction to sales-oriented content creation
CONTENT AND GOALS
This interactive course will introduce the art of using language and communication to promote a brand. First, we will deal with the notion of 'ideal customer,' i.e., the best representative of a company's target customers. Then, we will look closely at some examples of successful and unsuccessful announcements, analyzing and discussing the reasons for their success or failure. Next, we will explore a few ways to successfully use our imagination and carefully craft original yet clear messages to build a community, placing special emphasis on the different needs of each specific platform. In addition, we will emphasize the importance for a brand to avoid unethical behavior to keep its reputation clear. Finally, we will review a simple strategy to keep creating great content without losing inspiration.

RECOMMENDED READING/BIBLIOGRAPHY

LETTORATO (First Term)

ENGLISH FOR INTERNATIONAL TOURISM II

COURSEBOOK

Strutt, P. (2013). English for International Tourism - Intermediate Coursebook. Harlow: Pearson.

GRAMMAR BOOK

Murphy, R. (2019, 5th ed.). English Grammar in Use. Cambridge: Cambridge University Press.

MODULO TEORICO (Second Term)

PERSUASIVE YET NOT UNETHICAL – An introduction to sales-oriented content creation

Guest lecture (estimated, mid-April): Marco Grespigna, start-upper, founder and CEO of Think FWD Group, former CEO of Sanofi Italia and Zentiva.

READINGS (in this order):

Handley, Ann, & Chapman, C.C. (2012, 2nd ed.). Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Seminars (and More) that Engage Customers and Ignite Your Business. New York: John Wiley and Sons.
Handley, Ann. (2014). Everybody Writes: Your Go-to Guide for Creating Ridiculously Good Content. New York: John Wiley and Sons.