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2023/24 Undergraduate Module Catalogue

ELU3004 Language for Marketing

Module manager: Clark Girdlestone

Taught: 1 Jul to 15 Sep (2.5mth) View Timetable

Year running 2023/24

This module is not approved as a discovery module

Module summary

This module is an English language content-based pre-sessional designed to support students who either do not meet the English language requirements for their chosen post-graduate programme or who wish to gain a better understanding of the academic language and literacy practices in their area of study.The module is taught in partnership between academics from both the University of Leeds Language Centre and from Leeds University Business School, allowing the learning of language to be integrated and built around key content areas, and students to develop a deeper understanding of how knowledge and theory are communicated in their own subject. This module will help students develop the language skills, knowledge and understanding required for postgraduate study in the fields of Marketing. Students will study subject specific content to help them develop their language competence and ability to communicate at an appropriate academic level within their chosen field of study.Each two-week block will be based around an introductory content lecture. Students will work on understanding this content and the language used, alongside that of core texts, through a series of language classes and seminars. Students will have the chance to work both individually and with others. The final assessments will be based around an individual piece of work, involving some element of independent research.


This module provides students with the opportunity to:

1. Meet the language requirements of their future academic programme;
2. Display linguistic and literacy skills to a level that will enable them to communicate competently within their discipline specific academic context at post-graduate level;
3. Develop an awareness and understanding of the culture, context and discourse of academic study in the field of Marketing.
4. Develop as autonomous, reflective learners, with a cultural awareness and understanding of ethical academic practices.

Learning outcomes
On completion of the module, students should have begun to develop:

1. a use of written and spoken academic language to suit a clear communicative purpose, including having a wide lexical resource, a range of appropriate structures and the ability to use these coherently, accurately and fluently [MO1];
2. an awareness of subject specific genre, discourse and rhetorical function; making appropriate choices in relation to audience and purpose at whole text, paragraph and sentence level [MO2];
3. an ability to follow subject specific academic conventions in both spoken and written tasks, such as referencing, citations, synthesising sources and their own argument, meeting task requirements, turn taking and building collaborative understanding [MO3];
4. a critical approach to their own work and the work of others through use of a range of sources, counter-argument and/ or evaluation; development of an argument with a clear position [MO3];
5. An ability to critically reflect on their own learning and demonstrate awareness of resources and techniques they could employ to continue their own development [MO4];
6. An ability to communicate an awareness of the cultural and ethical issues of academic study within the field of Marketing [MO4].


The academic content will be used as a tool through which to develop the required academic language and literacy skills.

This is an example module syllabus:

- Unit 1: Core Concepts in Marketing
- Unit 2: Marketing Communication
- Unit 3: Global Marketing

The following aspects of academic English will be interwoven into the above:
1. Reading business texts in a range of genres
2. Genre analysis
3. Lecture skills
4. Writing academic texts
5. Seminar skills
6. Presentation skills
7. Exam skills
8. Research skills
9. Lexis for Marketing
10. Independent language learning strategies

Teaching methods

Delivery typeNumberLength hoursStudent hours
Class tests, exams and assessment32.006.00
Group learning52.0010.00
Private study hours159.00
Total Contact hours91.00
Total hours (100hr per 10 credits)250.00

Private study

This is a full-time course. On average students will have 16 hours of tuition per week, however, this may vary each week. You will also be expected to do up to an additional 19 hours or more of independent study each week.

Students will use private study time to read required texts, complete homework tasks, complete an extended written assignment, self-reflection, presentation preparation and revision for the exam.

Opportunities for Formative Feedback

- Writing task in week 1. Students write a 300-word response to the first lecture. Students receive brief written feedback and opportunity to discuss feedback in a consultation with their tutor.
- Students submit their plan for their project and one paragraph in week 2. Students receive brief written feedback and opportunity to discuss feedback in a consultation with their tutor.
- Students submit their essay drafts (up to 800 words) at the end of week 3. Students receive brief written feedback and opportunity to discuss feedback in a consultation with their tutor.
- Students deliver a formative presentation in week 4. They receive brief feedback from their tutor and peers.
- Students practise their presentations with their tutor in consultations in week 5. They receive feedback from their tutor.

Methods of assessment

Assessment typeNotes% of formal assessment
Essay or Dissertation1,200 words60.00
Group Project12-15 min presentation40.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated.

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc) (S2)1 hr 00 mins25.00
Total percentage (Assessment Exams)25.00

Normally, further attempts are offered for students who need to progress and who either do not meet the required, level of attainment or reach the required overall level but do not reach the required on more than one assessment component.

Reading list

The reading list is available from the Library website

Last updated: 28/04/2023 14:39:18


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