overview of the project © crown copyright 2011, department for education these materials have been...

Overview of the project

© Crown copyright 2011, Department for Education

These materials have been designed to be reproduced for internal circulation, research and teaching or training purposes. They can be reproduced for free provided that this material is acknowledged as Crown copyright, reproduced accurately and not used in a misleading context. Adaptation of these materials for other languages is permissible, providing the original source is acknowledged.

LinkedUp project: The language of business

© Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme.

The project

•To create new, cutting edge, interactive teaching and learning resources•To combine vocational language learning with business studies•To give business students the opportunity to develop both their language and business skills•To offer students the opportunity to meet a range of businesses in which to use their language skills


The partners•Anna Motzo, Project Leader, City of Westminster College•Julian Linathan, School Partner, Kingsford Community College•Renata Giacobazzi, Managing Director, Giacobazzi’s Deli•David Rogers, Marketing Director, Lavazza UK•Luisa Vogliolo-Welch, Managing Director, I-communications


The students

•Language students who are currently enrolled on a business course


Activity 1

The Power of Culture•Louisa Vogliolo-Welch, at City of Westminster College, gave a lecture on the Power of Culture•Mrs Vogliolo-Welch offered an in-depth analysis on the value of copy in an advertising campaign and on the problems with literal translation

The PR expert


Activity 2

In un negozio di Alimentari

•CWC students spent one day at Giacobazzi’s Deli, a specialist Italian Delicatessen, doing work experience. •The day was a real success as students had the chance to be involved in different aspects of running a small business and also to practise their language skills as instructions were given in Italian

CWC students on a work experience in an Italian deli shop


Activity 3The Language of coffee

•Both institutions visited Lavazza’s UK Head office•Students were offered hands-on coffee making training sessions•They took part in a focus group, led by Lavazza’s Marketing Director, David Rogers, on how coffee could appeal to young customers•David Rogers gave them a task: to produce a new Lavazza advertising campaign to target teenagers

The Marketing expert


Some students’ sample of work...


Winner of the “make a pitch” competition

Logo courtesy of Lavazza www.lavazza.com


Research framework


Students' explanation for their choice


Slogan


2nd classified


Research framework


Student’s explanation and slogan


Project’s outcomes

•Students enjoyed the variety of activities•Their enthusiasm for learning a second language has definitely increased•The partnership with the businesses involved has been extremely fruitful•The project will be a pilot to create brand new course material for an “Italian with business” course•It has been a real success!

overview of the project © crown copyright 2011, department for education these materials have been...

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