Nikkei Programme

April 25, 2015Otemachi, Tokyo

Afternoon Session

• 1:30-4:30 Marketing

(Brand Management & Advertising) -

Market Leader Intermediate (3rd Ed) Units 1 + 5

• 4:30~ Versant Speaking Test

• Global English/Nikkei Study Support

Afternoon SessionLesson Structure

1:30-1:45 - Icebreaker ‘Vocabulary Race’

1:45-1:50 - Today’s Study Point

1:50-2:30 - Brands- Unit 1 P 6 AB, P 8 ABC

2:30-2:40 - Break (Assignment- read Alpha Advertising case study)

2:40-3:15 - Presentation Skills

3:15-3:40 - Advertising - Unit 5 P44 AB, P46 ABCD, P47 ABC

3:40-4:20 - Alpha Advertising Case Study - group presentations

4:20-4:30 - Wrap Up & Closing

Vocabulary Race

In your teams line up facing the whiteboard, one person stands at the whiteboard & gets a pen.

The person at the back takes a word card and spells the word letter by letter to the person at the front, who writes the word on the board.

Once the person at the front guesses the word they say it, and then move to the back.

Today’s Study Point

Brands and Marketing

What is brand management and how can we use marketing theory to maximize our competitive advantage?

Today’s Study Point

Presentation Skills

How can I improve my presentation skills to give a clear picture to my listener?

BrandsWork with a partner & list 5 of your favourite brands

Now look at Market Leader Unit 1 page 6 (A), How many of the brands listed there match yours?

Which of those brands would you not buy?- Why not?

Which of these feature in the Interbrand list from 1997-2007?

Look at the words in 3 - now turn to your partner and use these to describe your favourite brands

B) Listening - What reasons do they give for liking or disliking the brands?

BrandsWhat brand image do you get from Dior?

Now look at Market Leader Unit 1 page 9. How many of these words can you find?

invest global perfect creative

bankruptcy newness enjoy

B) - Which of the points 1-4 are mentioned in the story?

C) - Look at the mind map- complete the charts & correct the errors

Break

Please read the Alpha Advertising case study on pages 50 & 51

Presentation Skills

What are the 3 key factors in a great presentation?

1) Attitude

2) Logic

3) Flow

Presentation Skills

Attitude• Practice makes perfect

• Believe in your pitch

• Keep it simple

• Know your audience

Presentation Skills

Attitude - Language• Thank you for having me today

• I know this short presentation will give you something to think about

• Today we are covering three simple ideas

• I know this will help you do your jobs

Presentation Skills

Logic• What are you there for?

• Are they interested?

• Simple idea flow

- Introduce the idea - give evidence -

give reason - repeat

Presentation Skills

Logic - Language• Today I will explain to you about ....

• The benefit to you of this is ....

• Today’s main point is that we must increase sales; our market share is slipping and we can’t expand without improved profits. So we must increase sales volume!

Presentation Skills

Flow• How long do you have?

• Limit yourself to 3 main points

• Prepare for Q&A

Presentation Skills

Flow - Language• OK- we’ve a lot to cover today

• There are 3 main areas I’ll cover

• If you have questions, please wait until the end

Afternoon Session

Advertising

Market Leader - Unit 5 Page 44

What is advertising?

A) What other advertising media do you know?

B) In your groups make 3 lists:

Media - Methods - Verbs

Afternoon Session

Advertising

Page 46

A) Find the following words in the article

pointing to tackle starting to devote

pushing to collaborate innovating

B) Read the article quickly (in your groups) and answer the questions

Afternoon Session

Advertising

Page 46

B) 1- Why the new publicity stunt?

2 - Why is the advert unique?

3 - Why are Sky+ & TIVIO a problem?

4 - What happened to Honda’s ad?

5 - What happened to Scarlett?

6 - What did the developers do?

7 - What different advert types did Honda use?

Afternoon Session

Advertising

Page 47

A) Listen & complete the gap fill

B) What are some reasons for Advertising except selling?

C) What are the 4 stages?

D) What are Viral campaigns? What did people argue about over the Ronaldhinio viral?

Afternoon Session

Alpha Advertising Case Study - group presentations

In your groups you will prepare an advertising campaign based on one of the 3 scenarios.

Your presentation should be no more than 3 minutes long

Alpha Advertising Case Study

1) Key message?

2) Special features?

3) USPs?

4) Target audience?

5) Media?

6) Promotions?

Alpha Advertising Case Study

You will give your presentation to other groups who will mark you based upon the Assessment Sheet (managers)

Each group should do their presentation at least twice!

Afternoon SessionTake Aways

• Language Review - Present Simple versus Present Continuous & Articles

• Useful Presentation Phrases• Worksheet Templates -3C Analysis (also 5C’s)

-4P’s of Marketing -Segmentation -Positioning -SWOT Analysis

• Post-Course Assignment

Reflections

• What impression did you get from the presenter, of this training?

• In the future, how can you practically apply this training to your job?

Post Course Assignment• Complete the action plan sheet.

Focus on:

1) Current Weaknesses

2) How to achieve your goals

• Create a timeline to achieve your action plan - how do you achieve this target and by what date?