PROGRAMMA/CONTENUTO

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.

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.

TESTI/BIBLIOGRAFIA

FIRST TERM

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.