| (*)1. General language competences
Building on French Communicative Skills and Business French 1, students extend knowledge of language learning strategies and communication strategies appropriate to B2.1 level. They are able to produce and understand French at a B2.1 level according to the CEFR.
2. Specific language competences
They can understand complex French text on concrete and abstract topics relating to business and economics. They can interact with fluency and spontaneity in communicative contexts such as meetings, negotiations, etc. They can analyse, interpret, comment on in detail and summarise statistical documents. They can carry out a simple market study on the basis of information they have researched themselves and present the results. They can present a project which they have drawn up themselves and justify their choices, proposals and estimates.
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(*)Learning Outcomes
- Analyse the reasons for the success or failure of existing companies' marketing strategies
- Critically examine some controversial marketing techniques (programmed obsolescence, advertising, greenwashing, etc.)
- Collect and synthesise authentic information on a specific industry in order to carry out a mini-market study and draw up a simple marketing plan
- Compare and analyse different theme park concepts in France: information gathering, presentation, critical examination, suggestions for optimising marketing policy
- Design a theme park on the basis of authentic documentation, taking account of the specific features of its environment, particularly cultural: feasibility study, selection of an appropriate site and justification for this choice, details of the offer, pricing, promotional campaigns, financial aspects, etc.
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(*)- Introduction to the subject of marketing: definition, components, aims and techniques, case study of international and target-country companies renowned for the effectiveness of their marketing strategy
- Theoretical aspects of marketing (SWOT matrices, 4Ps, etc.); examination and critical analysis of certain controversial aspects.
- Strategic vs. operational marketing; digital marketing ; market research
- Focus on the tourism sector (statistics) and various growth niches in the sector, in particular the theme park sector; comparative study of theme parks in the target country.
- Practical application: Development and presentation of an innovative theme park concept mainly based on authentic documents.
Learning Outcomes
1. Mostly based on case studies, acquisition of knowledge relating to...
... marketing as a discipline : definition, components, objectives, tasks ; typology (strategic vs. operational marketing)
... the marketing strategy of a French company in the luxury goods industry
... the international tourism market, recent developments and trends (cruises, wellness tourism, theme parks), challenges and prospects
... the French theme park market
2. Detailed analysis and commentary on statistics and infographics
Presentation of an overall concept and negotiation of certain controversial points within it
3. Grammar: subjunctive, double pronominalization, nominalization, present participle and gerund, compound relative pronouns ; expressing doubt, concession, opposition; nominalisation
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