Students from the below groups will receive PIN numbers via email weekly to access activities on my iDoceo Connect platform and submit their exercises for correction.

601, 607, 612, 615, 619, 624, 462, 680, 681, 689, 690 and 691

The solutions to exercises in this session will be published when the above groups have submitted them.

  • Name and activity
  • What do you produce/sell?
  • Why do you need to hire somebody?



    1. Marketing vocabulary
    2. Quiz: Slogans
    3. Your own slogan
    • Elevator speech
    1. Stress
    2. Transcriptions


You don't know where to start?
See some mixed-quality 2019-20 sample projects here:

Sample 1 with corrections
Sample 2 - Sample 3
Sample 4 - Sample 5
Sample 6 - Sample 7

I. Presenting your product

A. Marketing vocabulary
Business and marketing use technical terms that you need to master to sound professional. This exercise focuses right on that. Please use some of this vocabulary in the oral section of your project.

Complete the following sentences by selecting one of the terms proposed.

1. Cell phone market .................... is at 100% in many European countries.

2. I'm doing an .................... of consumer trends in cellular markets such as Japan.


3. Every marketer should have an idea of how to build strong .....................

4. We plan to .................... this product in the Spring of 2009.

5. The process of gathering, recording and analyzing of data about customers, competitors and the market is called market .....................

6. Recent market .................... show that there is a considerable increase in the use of our technology in the banking sector.

7. Last year we brought together a team to .................... for a completely new type of car.


8. I don't think we'll have a problem .................... this product. It will almost sell itself.

9. Jane, could you bring me that .................... on the Brazilian biotechnology sector?

10. The .................... ( = statistics/figures) in this report cover three year trends in the manufacturing sector.

11. More and more companies are .................... ( = accepting/doing) email marketing, although it's still considered a less sophisticated way to market a product or service.

12. We have to work on our brand name ..................... 55% of consumers have never even heard of us!


13. Our marketing software will help you track .................... results correctly.

14. We want our image in the .................... to be strong, positive, and compelling.

15. Brand-.................... occurs more often when there are big differences between brands.

16. It is important to create ads that will ..................... ( = be different)

17. We hope to increase our .................... ( = our percentage of sales on the market) to 20 percent within 3-4 years.

18. Buying .................... ( = the rate at which customers buy something) is lower for office furniture than for office supplies.

19. A .................... found that price was the most important consideration when buying a cell phone.

20. In the next six months, we have to .................... to increase our brand's equity ( = worth).

Check answers


Do this exercise on your own, and then discuss your answers with your nearest classmate.


Send your guesses to your teacher, using the dedicated iDoceo Connect platform (only for groups specified above).

B. Slogans
BMW slogan
A company slogan is a short phrase that follows your brand name in advertisements, business cards, and other marketing materials. It can be a powerful marketing tool when done right.

What makes for a good slogan?

A good slogan can increase your revenue by over 30%! This short phrase holds a lot of power. With this in mind, we’re here to outline how to craft your slogan strategically.

The anatomy of a successful slogan boils down to a few key elements: memorability, simplicity, emotion, and differentiation. Let’s explore these in-depth.

  • Memorability. First and foremost, a good slogan is memorable. It sticks with your audience by evoking humor, emotion, or catchiness.
  • Simplicity. By keeping your slogan short and sweet, it will be easier to remember. A brief statement is more impactful than a long, wordy sentence.
  • Emotion. Integrating positive emotion into your slogan will capture your audience’s attention. It should align with how you want your product or service to make your customers feel, whether that’s a sense of security, relief, luxury, or inspiration.
  • Differentiation. A fundamental aspect of marketing is finding a way to stand out in the market. Differentiation is key. Use your slogan to communicate your competitive advantage.

When your slogan checks off these four boxes, you know you’ve done a good job.


In class


Do you recognise the following slogans? Check logos on the left.

NOTE: Images are not in their right position

Slogan Brand Logo
Impossible is nothing EA logo
Because you’re worth it Mars bar
Probably the best beer in the world? Gillette logo
You should have gone to … L'Oreal logo
Finger Lickin’ Good Energizer logo
I’m Lovin’ It KFC logo
Gives You Wings Mr Proper logo
Helps you work, rest and play Coca-Cola logo
Think different Macdonald's logo
Loves the jobs you hate Adidas logo
The united colors of ... Apple logo
It's the real thing Carlsberg logo
It's in the game Specsavers logo
He keeps going and going and going Red Bull logo
The best a man can get Benetton logo

Check answers


Do this exercise on your own, and then discuss your answers with your nearest classmate.


Send your guesses to your teacher, using the dedicated iDoceo Connect platform (only for groups specified above).

Oral group work: sell that lemon

For this activity, you will work with your team colleagues. You will be given a picture of an object. Imagine that this is a prototype of a product that you would like to develop and manufacture. Unfortunately, you do not have the money to bring the project to fruition. You have therefore decided to use crowdfunding to get the project off the ground.

You need to shoot a video presenting your product for your project page on the crowdfunding site.

  • Prepare the pitch for the video and present it to other groups. You need to think about:
    • what your product is
    • what it does and what need it fills
    • what its name is and what its slogan will be
    • how much you will sell it for once it is manufactured
    • who your target demographic is
    • how much funding you need and what guarantees you can provide to your investors
    • what your project timeline is

    Don’t forget to start your pitch by introducing your team and remember that you have to convince people that they need / want your product, no matter how weird or useless it might seem!

    Use the following questions to help you decide on a marketing strategy for your product.

    The Four Ps
    Small talk


    • What are the unique and special features of your product? How will you package it?
    • Who are your target audience?
    • What is the price of similar products already on the market? What type of market are you aiming at?
    • What is a good price to gain maximum market penetration?

    Source: Workman, Graham. Popular Films for Business English 1. Gem Publishing, 2008.

In class

C. Your own slogan

Your company has designed a new revolutionary product (photo on the right), and your mission is to come up with a catchy slogan to capture the audience. Think of something catchy, no more than 5-10 words, and which will take the world by surprise!

Toilet roll over head


Send your slogan to your teacher using the dedicated iDoceo Connect platform (only for groups specified above).

II. Speaking

Sell yourself: The 30-second Elevator Speech
Elevator speech

An elevator speech is a clear, brief message or “commercial” about you. It communicates who you are, what you're looking for and how you can benefit a company or organization.

It’s typically about 30 seconds, the time it takes people to ride from the top to the bottom of a building in an elevator. (The idea behind having an elevator speech is that you are prepared to share this information with anyone, at anytime, even in an elevator). It is important to have your speech memorized and practiced to sound natural.

Get comfortable with what you have to say so you can breeze through it when the time comes.

Get comfortable with what you have to say so you can breeze through it when the time comes.

This elevator speech is:

  • absolutely not longer than 25 to 30 seconds
  • or—in words—approximately 80 to 90 words
  • or—in sentences—8 to 10 sentences


These 10 speech topics will help you write a carefully planned presentation that grabs attention and says a lot in a few words.

In class

Practice this activity to prepare yourself for your oral presentation.

  1. Smile to your counterpart, and open with a statement or question that grabs attention: a hook that prompts your listener to ask questions.
  2. Say who you are: describe yourself and your company.
  3. Explain what you do and show enthusiasm.

  1. Say what problems you have solved or contributions you have made.
  2. Offer a vivid example.
  3. Explain why you are interested in your listener.
  1. Say what very special service, product or solutions you can offer him or her.
  2. What are the advantages of working with you? In what do you differ from competitive companies?
  3. Give a concrete example or tell a short story, show your uniqueness and provide illustrations on how you work.

  1. Give a concrete example or tell a short story, show your uniqueness and provide illustrations on how you work.

  1. What is the most wanted response after your elevator speech? Would you want a business card, a referral or an appointment for a presentation after your elevator speech?


Practise this activity to prepare yourself for your oral presentation.

Your turn
  • Use each topic above (1-10) to write ONE short powerful sentence about yourself. You may also use the details available on the cards.
  • When you have finished writing your speech, memorize it and practice it with a partner.
  • Cut the jargon and details. Make strong short and powerful sentences.
  • Eliminate unnecessary words.
  • Connect the phrases to each other. Your elevator address has to flow smoothly. Don't rush.
  • Memorize key points and practice.


III. Pronunciation

D. Stress.

Here is a list of words that can be used in a business context. The syllables have been segmented using different colours. Write the stressed syllables in the boxes.


attention, secretary, strategy

Word Stress Word Stress
1. To produce 2. Product
3. To analyse 4. Analysis
5. Economics 6. Economy
7. Politics 8. Political

Check answers


Give the English words corresponding to the following transcriptions.

Transcription Word Transcription Word
/rɪˈkru:t/ /ɒpə’tju:nətɪ/
/ɪkˈspɪriənts/ /ədˈvɜːtɪsmənt/ (UK)
/æd.vɝːˈtaɪzmənt/ (US)
/rɪ’sɔ:sɪz/ /ˈwi:knəs/

Check answers

Project tutorial

Today’s objective:

For your group project, you need to present your firm in the written dossier as well as during the job fair.

Presenting your company and your product is not just about giving facts and figures, it is also a means to advertise for your firm, and attract the best candidates.

Work on your firm presentation, using the adverstising techniques introduced in the Unit.

Good luck!


Send your answers to your teacher, using the dedicated iDoceo Connect platform (only for groups specified above).


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