04 - Brands
Matakuliah : G0622/Bahasa Inggris 1Tahun : 2005Versi : 1.01
Learning Outcomes
Pada akhir pertemuan ini, diharapkan mahasiswa
akan mampu :
• Memberikan contoh tentang ‘brand’ dan its collocations.
• Menggunakan ‘special phrases’ dalam pembicaraan mereka.
Book
• Answer comprehension questions to check understanding of topic vocabulary and concepts.
– Are they international or national brands ?– What image and qualities does each one have ?– Do the products have anything in common ? For example, are
they all high priced ?– How loyal are you to the brands you have chosen ? For
example, when you buy jeans, do you always buy Levi's ?– If you don't buy branded goods, explain why ?
Use vocabulary to describe the concept of branding.
• Luxury• Classic• Awareness• Image• Stretching• Loyalty• Leader• Manager
In class / Assignment:
• Write an analysis of a designer in the fashion industry.
– See Assignment 04-01: Web Research and Writing Assignment: Comparing Fashion Designers
Book:
• Listen to a specialist speak about branding and extract meaning.
• Lynne Fielding - a marketing specialist
In class / Assignment:
• Present ideas about branding.
– See Assignment 04-02: Speaking Assignment: Describe a Famous Brand
Fashion piracy
• Global offensive• Counterfeiter• Copyright abuse• A network• Merchandise
• Corporate secretary• Logo• Licensing rights• To rip off• Restructure
Book:
• Read the article "Fashion victim fights back" and extract information about the Calvin Klein company and its fight with counterfeiters.
Book:
• Use key words and phrases for participating in meetings.
• Create a marketing profile for the BESTBOOKS company.
• Use key words and phrases for expressing opinions in meetings.
In class / Assignment:
• Read and discuss three case studies, using key words and phrases for expressing opinions in meetings
– See Assignment 04-03: In-Class Discussion
Caferoma
• In class / Assignment:
– Analyse and discuss a case study. Caferoma: Solving the problems of a leading brand.
– Plan and write a business memo summarising problems and suggesting a plan of action.
– See Assignment 04-04: Case Study: Writing Assignment: Course of Action Memo
Book:
• Review listening, vocabulary, and reading from Unit 2.
– See assignment 04-05: Discussion Board Activity