140908_eyes open sales kit_1200dpi_081014 (2) (1).pdf

7/26/2019 140908_Eyes Open sales kit_1200dpi_081014 (2) (1).pdf

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EYES OPENSALES KIT 2014VERSION: 1.0

SEPTEMBER 2014

PRODUCT MANAGER: JANE DURKIN

CAMBRIDGE.ORG/EYESOPEN


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Overview1. Overview of the Product 32. Key Features 3

Message and Market Position3. Messaging Matrix 44. USPs, Features and Benefits 5-10 4.1 Features and Benefits 5 4.2 Teacher Profile 5 4.3 Product Differentiation Grid 6

4.4 Competitor Analysis 7-10

Product Guide5. Components and ISBN Listing 116. Illustrated Unit Walkthrough 12-177. Guide to eBooks, OWBs, and 18

other digital products7.1 Presentation Plus 18

7.2 Online Practice 18 7.3 Online Workbook 18 7.4 Digital Students Book 18

and Workbooks8. Author Info and Product Champion 19

Support and Contacts9. Who to contact for support 20

Eyes Open

TABLE OF CONTENTS


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Overview

OVERVIEW OF THE PRODUCT

Developed in partnership with Discovery Education, Eyes Openfeatures captivating DiscoveryEducation video and stimulating global topics to motivate students and spark their curiosity.

The authors, Ben Goldstein and Ceri Jones are experts in learner engagement throughuse of video, images and culture. Eyes Openis part of the Cambridge DiscoveryEducation family of high-interest, effective learning materials for English.

Four videos in every unit make learning relevant and create opportunities for deeper understanding.Carefully progressed activities and personalised learning tasks lead to greater speaking and writingfluency. Progress monitoring tools and flexible teaching support, including graded tests andextra practice activities for mixed ability classes, ensure that every learner can achieve success.

This four-level course for teenage learners includes powerful digital support.

For students:

Digital Students Book and Workbook (for iOS and Android devices)with complete video and audio programme

Online Workbook and extra Online Practice activities

For teachers:

Presentation Plus digital classroom package with Online Practiceand complete video and audio programme

Online learning management platform for easy progress monitoring

KEY FEATURES

High-interest video and stimulating global topics spark curiosityand engage and motivate teenage learners

Productive skills are carefully developed through a progression of easy-to-followactivities which guide students towards written and spoken fluency

Additional CLIL lessons with additional Discovery Education video clipsenable further extension and learning across the curriculum

Flexible teaching support for mixed ability classes includes graded tests and extrapractice activities, plus Preliminary and Key for Schools exam-style tests


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5Message and Market Position

USPS, FEATURES AND BENEFITS

FEATURES AND BENEFITS

Feature Benefit

Real-life, real-world content including DiscoveryEducationTMvideo footage and texts focusing on

aspects of culture around the world. DiscoverCulture pages explore how teenagers live in

different cultures around the world from theKung Fu school in China to winter in Siberia.

Exclusive, high impact Discovery EducationTMvideoand stimulating global topics engage and motivate

teenager learners and reinforce new language.

An optional CLIL lesson for everyunit at the end of the book.

Extra CLIL lessons enable students toextend their learning of English through

learning about the wider world.

Presentation Plus

Presentation Plus is a complete planning and presentationtool for teachers with Interactive Whiteboard software,

interactive Students Book and Workbook andfull video and audio content. The digital TeachersBook and Teachers Resource Book allow paperlesslesson planning, and a link to the online learning

management platform enables teachers to track pupilsprogress and develop their skills with the specially-developed online digital teacher training course.

Extra online activities for learners, linked to theCambridge Learning Management System.

Extend and consolidate language covered.The online learning management platform

allows for class creation and progress tracking a truly supportive learning environment thatmotivates students and saves teachers time.

Includes graded tests and extra grammar andvocabulary practice material for mixed abilities as

well as a full suite of Cambridge English Preliminaryfor Schools and Key for Schools exam-style tests.

Offers flexible teaching support for a

range of abilities and interests.

TEACHER PROFILE

Eyes Openis primarily aimed at teachers in mid-range schools with students in their early teens.

The course is designed with the transparency and simplicity that will appeal to less experiencedor more traditional teachers, with exciting and innovative content to keep students engaged.

The rich digital components make it suitable for digital classrooms, whilst at thesame time offering a chiefly print-based traditional product where preferred.


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USPS, FEATURES AND BENEFITS

PRODUCT DIFFERENTIATION GRID

_DIFFERENCES BETWEEN BRITISH ENGLISH COURSES

The following table is designed as a guide to differences between key Cambridge BritishEnglish courses, although precise positioning may vary according to local market needs.

EyesOpen

MORE! MessagesYourSpace

Prepare InteractiveEnglishin Mind& Think!

Levels 4 4 4 37

(inc. Starter)

46

(inc. Starter)

CEFR A1-B1+ A1-B1 A1-B1 A1-B1 A1-B2 A2-B2 A1-C1

Teachinghours per

level

80-90extendable

to 150

80-90extendable

to 140

80-90extendable

to 150

80-90extendable

to 150

80-90extendable

to 140

80-90extendable

to 180

80-90extendable

to 180

Typical age 10-14 yrs 10-14 yrs 11-15 yrs 11-14 yrs 10-17 yrs 13-18 yrs 12-18 yrs

Typical

hours perweek

3-5 hrs(1-3 hrs forCombos)

3-5 hrs 3-5 hrs 3-5 hrs 3-5 hrs 3-5 hrs3-5 hrs

(1-3 hrs forCombos)

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DIFFERENCES BETWEEN EYES OPEN AND UNCOVER

Uncover Eyes Open

American English British English

10 units per level Starter section and 8 units per level

One-column format Two-column format

Review page at end of each unit Review pages after every 2 units

Grammar reference pages and 5 CLIL/Projectpages with Video in back of book

Back of book contains Grammar reference,eight-page Vocabulary Bank with additional activities

and 8 CLIL pages with additional video clips

Syllabus reaches B1 by end of Level 3. Level 4 is B1+ Syllabus From A1 to B1+ over 4 levels


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COMPETITOR ANALYSIS

ENGLISH PLUS

Key facts Strengths Weaknesses Response

English PlusOxford

University Press2011

5 levels inc.

Starter: A1-B2

Authors: BenWetz, DianaPye, NicholasTims & James

Styring

Components:SB, TB &

photocopiables,Audio CD, WB& MultiROM,

WB & OnlinePractice, Test

Bank MultiROM,DVD (one DVDfor all levels),

iTools, SB

'Plus' concept:extra contentat the back of the book1& in teachers material

allows teachers to extend& consolidate with ease.

Eyes Openoffers flexibility through optionalactivities and CLIL lesson for every unit

at the end of the Students Book and theextra Online Practice on Cambridge LMS.

Mixed ability support:extra resources & tests (inc.

Test Bank MultiROM) graded

at three levels & onlinepractice2, enables teachers toprovide practice at the rightlevel so all students achieve

a productive outcome.

Some teachers

find the approachoverly structuredand methodical.

Extra resources and tests include gradedunit and mid / end year progress tests

in Key and Preliminary for Schools exam

style, plus additional graded grammar andvocabulary activities for every unit. TheWorkbook has a starred grading systemfor mixed abilities. The Teachers Bookalso offers additional tips and guidancein every unit for mixed ability classes.

DVD:curriculum extra& culture video clips

with optional subtitles,comprehension check foreach clip, and additional

worksheets to use in class.

Not enough videocontent; culture clips

focus exclusivelyon the Englishspeaking world

(not truly global).

Eyes Openhas more & betterquality video content:

One DVD per level withfour video clips per unit Truly global Discovery

EducationTM content

iTools:is easy to use, answerseasily & clearly checked, allresources in one place inc.IWB tools, SB content &

extra interactive resources.

iTools is not tabletcompatible

Presentation Plus offers this & more,including the digital teacher training

course, Workbook as well as StudentsBook content and, unlike iTools, is also

tablet compatible for iOS & Android

Ebooks:iOS & Androidversions for Students Book &

Workbook with video & audio,automatic marking & ability

to share work by email3.

Eyes OpenDigital SB & WB also offerfull video and audio content in iOS

and Android versions. Students will beparticularly motivated by the Discovery

EducationTM video content designed

for maximum learner engagement.

Strong focus on skills,grammar & vocab:all fourskills covered in every unit;step-by-step writing lessons& speaking practice build

communicative confidence;Activate and About You

exercises allow studentspractise and personalise

the language learnt.

Eyes Openthoroughly covers all skills inevery unit. Units have a full lesson each onguided speaking and writing, including the

Real talk video clip with real teenagersmodelling target spoken language. TheWorkbooks contain two pages of extraguided writing per unit, plus an eight-

page Speaking Extra section with furtherstep by step practice. Guided Your Turn

activities in every lesson activate newlanguage in a personalized context.

1. Four optional lessons of CLIL, Culture, Vocabulary, or Listening and Speaking per unit2. 40 hours per level with automatic marketing, progress tracking & discussion forums3. Students purchase via Oxford Learners Bookshelf app & institutions can buy access codes.


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COMPETITOR ANALYSIS

NEW SKY


New SkyPearson, 2010

4 levels: A1-B1

Authors: BrianAbbs & Ingrid

Freebairn

Components:SB, AB with

MultiROM, TBwith Testmaster

MultiROM, TestBook, DVD

Cross-cultural andcross-curricular content

including DVDs takestudents beyond language

structures. Students identifywith the topics presented

through real people.

DVDs focusexclusively on Britishculture, unlike theglobal focus found

in Eyes Open.

If youre looking for CLIL, culturalcontent and learner engagement

then Eyes Openis the perfect coursefor you with Discover Culture

sections and interesting readingsin every unit and three exclusiveand highly engaging Discovery

EducationTMvideo clips per unit too.

Systematic practiceand graded exercisesfor mixed-ability classes

in the Activity Book.

Some teachers findtheres not enoughconsolidation and

that the courseneeds more

practice activities.

Eyes Openalso offers graded exercisesfor mixed ability in the Workbook aswell as additional graded grammarand vocabulary activities for everyunit at the back of the SB, extra

Online Practice on Cambridge LMS& additional tips and guidance formixed ability in the Teachers Book.

Testing packagecovers assessment needs

inc. Testmaker CD-ROM

Eyes Openoffers comprehensiveassessment support including graded

Key and Preliminary for Schools

exam style unit and mid / end yearprogress tests and diagnostic tests.


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COMPETITOR ANALYSIS

NEW CHALLENGES


New ChallengesPearson, 2012

5 levels inc.Starter: A1-B1

Authors:Michael Harris,

Liz Kilbey,Amanda

Maris, DavidMower, PatriciaMugglestone,

AnnaSikorzynska,

Lindsay White,Lizzie Wright

Components:WB & Audio

CD, SB, Active

Teach, ActiveBook, Class

Audio CDs, TB& MultiROM

Learner development& language checks

encourage students tobe aware of their ownprogress & difficulties,

and fosters responsibilitytowards their own learning.

Some teachers findlanguage targets toocomplex althoughtargeted at 2-3 hrsper week, schoolstend to find they

need more time tocover the syllabus.

Eyes OpenOnline Workbook and OnlinePractice allows students to develop anawareness of their own progress and

difficulties. Explore Vocabulary sectionsalso guide learners towards autonomy.

Develops citizenship:stories promote positivevalues, topics & Across

Cultures lessons encourageteenagers to think aboutthe world around them.

Lack of video couldbe a disadvantage

in presentingcultural elements.

Eyes Openoffers strong culturecoverage & learner engagement throughexclusive Discovery EducationTMvideocontent and topics. Teachers who are

looking for a course with a strongfocus on Values may like to consider

Think as an alternative option.

Digital tools: ActiveTeach(IWB tools, SB &

interactivities, teacher

resources) & ActiveBook(digital SB with audio)

ActiveBook doesntinclude video or

Workbook content.ActiveTeach doesnt

offer the teacher

training support thatyou find with Eyes

Opensdigital teachertraining course.

Eyes Open offers up-to-date & morecomprehensive digital support for

teachers and students via Presentation

Plus, Online Practice on the CLMS andDigital Students Book and Workbook.

Actively developsstudents' spoken andwritten languagewith

Word & Sentence Builders

Every unit in Eyes Openoffers onelesson each focusing on Speaking andWriting skills. A progression of easy-to-follow activities which guide studentstowards written and spoken fluency.

Exam support:Workbook

and Multi-ROM includepreparation and practice

for Key & Preliminary.

Testing package

doesnt specificallyfocus on for

Schools exams.

Eyes Openoffers comprehensiveassessment support including graded

Key and Preliminary for Schoolsexam style unit and mid / end yearprogress tests and diagnostic tests.

Time Out magazineispopular with students

and mimics real life

Eyes Openincludes lots of real lifecontent. The Discover Culture

and CLIL lessons and the Real Talksections are particularly engaging.


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COMPETITOR ANALYSIS

MOTIVATE


MotivateMacmillan,

2013

4 levels: A1-B1

Authors: EmmaHeyderman,

FionaMauchline,

Patricia Reilly,

Olivia Johnston,Patrick Howarth& Cathy Myers

Components:SB & Digibook

CD-ROM, WB &audio, TB withaudio CDs &

test generator,InteractiveClassroom

CD-ROM

Development ofproductive skills:

Well-structured andwell-modelled methods forthe teaching and practising

of the productive skills(speaking and writing) leadto frequent opportunities

for personalisation

No video

Eyes Openoffers comprehensivesupport for developing Speaking

and Writing skills, with a lesson onWriting and Speaking each in everyunit. Guided Your Turn activities inevery lesson activate new language

in a personalized context.

Mixed ability support:WB activities labelled formixed ability, diagnostictests assess individual

student needs, TBincludes extra activitiesfor diversity, and tests &

exams at three levels

Eyes Openoffers WB activitieslabelled for mixed ability, diagnostictests, extra activities in the TB andOnline Practice on the Cambridge

LMS for mixed ability classes, as wellas Key and Preliminary for Schoolsexam style unit and mid / end yearprogress tests graded at two levels.

A wealth of supportfeatures and tips

(e.g. learning strategies andcommon errors) make thelearning experience morememorable and effective

Cambridge has unique access to theCambridge Learner Corpus themost comprehensive database of

learner errors to help students avoidcommon mistakes. Eyes Openis

corpus-based with tips on avoidingcommon mistakes throughout.

Culture, CLIL & real-worldcontent in every unit:encourages students to

learn about other subjects& the world around them

The exclusive Discovery EducationTMinEyes Openwill bring culture, CLIL and

real-world content to life, with engagingglobal topics and three Discovery

EducationTMvideo clips in every unit.

Digibook free with

every print SB includesintegrated audio

Digibook doesntinclude video. Nodigital version ofthe Workbook.

Digital SB & WB for Eyes Open include

the full audio & video content for eachlevel as well as interactive activities.


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Product Guide

COMPONENTS AND ISBN LISTING

Level 1 Level 2 Level 3 Level 4

Students Book withOnline Workbookand Online Practice

9781107467286 9781107467491 9781107467644 9781107467811

Students Book 9781107467255 9781107467446 9781107467620 9781107467804

Workbook withOnline Practice

9781107467330 9781107467507 9781107467736 9781107467828

Teachers Book 9781107467392 9781107467552 9781107467750 9781107467835

Class Audio CDs 9781107467415 9781107467590 9781107467767 9781107467866

Video DVD 9781107467422 9781107467613 9781107467798 9781107467873

PresentationPlus DVD

9781107486065 9781107488236 9781107489424 9781107490529

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EYES OPEN COMBOS

1A 1B 2A 2B 3A 3B 4A 4B

Combowith Online

Practice

9781107486010

9781107486041

9781107488182

9781107488205

9781107489387

9781107489400

9781107490475

9781107490505

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ALSO AVAILABLE

Presentation Plus application for PC, Android & iOS

Online Workbook with Online Practice

Digital Students Book

Digital Students Book and Workbook pack

Digital Combo edition

STILL CURIOUS?

Find out more at cambridge.org/eyesopen


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ILLUSTRATED UNIT WALKTHROUGH

The following walkthrough is from

Students Book 1, unit 3.

Eyes Openfeatures 8 units per level. Each unit starts witha visually impactful image designed to spark curiosityand discussion, and introduce the unit topic.

The second page of each unitfocuses on vocabulary.

Each unit features four video clips. Three of these arefrom Discovery EducationTM, accompanying the:

Reading passage (3rd page of each unit);

Discover Culture spread (7th & 8th pages of each unit), and;

Optional CLIL lesson for each unit at the back of the book.

Unit aims are clearly identifiedon the first page of each unit sostudents and teachers can easilyfollow the syllabus progression.

Discovery EducationTMvideo clips throughoutthe course bring high-interest globaltopics to life for students. In addition, thededicated Speaking skills lesson (7th pageof each unit) features a video clip of realteenagers to help develop spoken fluency.


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The third page of each unit features a reading textaccompanied by the first of the three Discovery

EducationTM

video clips. There are optional accompanyingexploitation exercises available online as well as fullvideo activity worksheets to download on PresentationPlus and instant guided video lessons in the TeachersBook. For the low-tech classroom, this readingcan be also taught without video if needs be.

The fourth page featuresgrammar practice linkedto reading passage.

Here the reading is about the Kung Fu school in Wu Shu,China. Other stimulating, global topics include city foodtour (New York), Alaska-Nalukataq festival (USA), livingwith tigers (Bangladesh), women of Ayoquesco (Mexico),Burning Man Festival (Nevada), Mariachi bands (Mexico),Nadaam horse race (Mongolia) and much more!


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The next two pages in each unit focuson listening practice, vocabulary and

grammar linked to the listening.

Your Turn sections at the end of everylesson encourage students to consolidate,personalise and activate the languagetaught, for more effective learning.


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Each unit features a Discover Culture spread which is a realstand-out feature of this course. From school in a South African

village to surviving winter in Siberia Discover Culture pagesexplore how teenagers live in cultures from around the world.

The Discover Cultures consists oftwo lessons and includes the secondDiscovery EducationTMvideo clip


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Productive skills Speaking in the first lesson, Writingin the second are carefully developed through a

progression of easy-to-follow activities which guidestudents towards written and spoken fluency.

The Real talk section includes the third videoclip real teenagers answering a specificquestion which students then answer.

Writing lessons follow a stagedapproach with a model dialogueor writing text, useful languagehighlighted, followed by guidedpractice in the Get Writing.


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There are 8 CLIL pages (one per unit) at back of thebook. Additional CLIL lessons enable further extension

and learning across the curriculum feature the thirdDiscovery EducationTMvideo clip for each unit.


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GUIDE TO EBOOKS, OWBS,

AND OTHER DIGITAL PRODUCTS

PRESENTATION PLUS

Presentation Plus is a complete planning and presentation tool for teachers. Itincludes Interactive Whiteboard software, fully interactive Students Book andWorkbook and full video and audio content for each level. The digital Teachers Bookand Teachers Resource Book allow paperless lesson planning. A link to the onlinelearning management platform enables teachers to track pupils progress and developtheir skills with a specially-developed online digital teacher training course.

Presentation Plus is available on DVD and as an application compatible withiOS, Android and PC computers and mobile devices. The application version

is accessible through the Cambridge University Press bookshelf and sold viacodes, enabling local Sales teams to apply discounts as required.

ONLINE PRACTICE

Access to the online learning management platform includes extra practice,games and interactive video activities. Teachers can use the platform totrack students progress and ensure more effective learning.

Online practice is available in the following packages: Students Book with Online Workbook and Online Practice

Workbook with Online Practice

Online Workbook with Online Practice

Combo with Online Practice

ONLINE WORKBOOK

The Online Workbook offers full Workbook content online with access to thelearning management platform so teachers can track students progress. TheOnline Workbook offers a bulk-purchase online solution for institutions and willbe sold via codes so that local discounts can be applied as required.

DIGITAL STUDENTS BOOK AND WORKBOOKS

Digital Students Book and Digital Students Book and Workbook packs areavailable for iOS and Android devices and include all activities in interactive format,

as well as full video and audio content for each level. The Digital Books can bedownloaded to a computer, tablet or other mobile device for use offline.


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AUTHOR INFO AND

PRODUCT CHAMPION

BEN GOLDSTEIN_

AUTHOR

Ben Goldstein has taught English for over twenty years in the UK, Spain and HongKong. He currently teaches on The New Schools online MATESOL program (New York).He is the author of the coursebook and workbook for English Unlimited Advanced,the teachers methodology handbook working with Images and the forthcomingLanguage Learning with Digital Video. His main interests lie in intercultural issues,identity, images and video and English as an International Language. His most recenttitle for Cambridge University Press is Eyes Open, Uncover and Smart Planet.

CERI JONES

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AUTHOR

Ceri is a freelance teacher, trainer and materials writer. Shes been working in ELTsince 1986 and in Spain since 1998. Shes particularly interested in student-centred

materials and activities. She writes about her experiences and her experiments onher blog, Close Up (www.cerij.wordpress.com). She has recently been working withBen Goldstein on a new secondary course for Cambridge University Press.

ANNA WHITCHER

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PRODUCT CHAMPION

Anna Whitcher is an editor, writer and producer of ELT materials and has astrong interest in film and its role in the language classroom. She graduatedfrom UC Berkeley and has a Masters in English Composition. She hastaught ESL/EFL to teenagers and adults in the US and Europe.


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Support and Contacts

WHO TO CONTACT FOR SUPPORT

PRODUCT AND MARKETING SUPPORT

_

SENIOR PRODUCT MARKETING MANAGER

Jane DurkinELT MarketingUK, Cambridge(University Printing House)[email protected]

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DIGITAL MARKETING MANAGER

Joe TearleELT Marketing

UK, Cambridge(University Printing House)[email protected]

DESIGN AND BRANDING SUPPORT

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ASSOCIATE BRAND MANAGER / DESIGN LEAD

Senongo AkpemELT MarketingUSA, New [email protected]

140908_eyes open sales kit_1200dpi_081014 (2) (1).pdf

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