MODULE: ANGLAIS.

SEMESTRE 1
ECONOMIE ET GESTION.
TOUTES LES SECTION: ( 1.2.3.4.5.6.7.8.9.10.11.12)

BUSINESS ENGLISH

Branch: ECONOMY AND MANAGEMENT.

Academic year: 2020/2021.

Prof: / coordinator: ABDELGHANI ELJOUAL

Prof: ABDESSAMAD RIHANI.
Prof: ASMAE ELGHAZI.

Content:
Introduction:
- General English VS Business English.
. General English.
.Business English.
- Business operations vocabulary.
- Practice: introduction into business English.
Unit 1: Cultures
I. Definition:
- What’s culture?
II. Vocabulary:
- Idioms related to business.

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 III. Language:
- Modals verbs:
Advice / Obligation / lack of necessity / lack of obligation.
VI. Reading :
- Cross cultural awareness.
Unit 2: Brands and branding
I. Definition:
- Defining brands and branding.
II. Vocabulary:
- Vocabulary related to brands.
III. Language:
- The simple present (presentation and practice)
- The present continuous (presentation and practice)
-“will” to talk about the future (presentation and practice)
IV. Business expressions.

Introduction:
General English VS business English:
1. General English:

• is used for general purposes like common day-to –day conversation with English
speaking people. It’s used in day –to –day context in everyday situations.
• focuses on real life grammar, vocabulary and pronunciation.
• purpose is to facilitate the acquisition and learning of lexis (new words) and structures.
• focuses on the skills of speaking, listening, reading and writing that cover essential
grammar ,vocabulary ,pronunciation, phrases and formal and informal language .
• is used for all types of documents: literature, poetry, news articles, plays …

2. Business English:
• is part of EPS (English for specific purposes)
• is related to the business world like accounting, marketing, business plans,
advertising, human resources , social media….
• can facilitate and assure a path towards professional development.

What is business English?

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 As the global economy grows, companies from different countries increasingly have to work, trade
and communicate. English is often the language for this communication, not just between native
speakers of English but between business people who do not speak each other’s language, but speak
English as a foreign language.
Business English, therefore, helps business people worldwide to be able to trade and work together.
Business English includes:

• The vocabulary which business people use.

• The language skills which they need in order to do business in English.
• Grammar.
• The ability to read about and discuss topics of general interest to business people.

A. Introduction into business English

a. Choose three words which you consider the most important ones in any business from the list
below. Explain your answer:
money business
promotion customer
challenge result
respect profit
team spirit prestige

b. Discussion: How do you see your future profession? Please answer the following questions:

What kind of work are you interested in:

1. well paid work
2. interesting work
3. work in a large and famous company
4. quiet work
5. work in an industry which has future prospects
6. prestigious work
7. a kind of work such as not to sit the whole day in the office
8. to travel a lot

Please, discuss advantages and disadvantages of your future profession:

1. Do you think that your future profession is prestigious?
2. Do you think it will be still prestigious and well paid by the time you graduate?
3. How difficult is it to find a good work in your field?
4. Is there a competition in your group?

c. Read the text about business and answer the questions below:

Business is an organized approach to providing customers with the goods and services they want.
The word business also refers to an organization that provides these goods and services. Most
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businesses seek to make a profit - that is, they aim to achieve revenues that exceed the costs of
operating the business. Prominent examples of for-profit businesses include Mitsubishi Group,
General Motors Corporation, and Royal Dutch/Shell Group.
However, some businesses only seek to earn enough to cover their operating costs. Commonly called
non-profits, these organizations are primarily nongovernmental service providers. Examples of non-
profit businesses include such organizations as social service agencies, foundations, advocacy groups,
and many hospitals.

Business Operations

A variety of operations keep businesses, especially large corporations, running efficiently and
effectively. Common business operation divisions include (1) production, (2) marketing, (3) finance,
and (4) human resource management.

Production includes those activities involved in conceptualizing, designing, and creating products
and services. In recent years there have been dramatic changes in the way goods are produced. Today,
computers help monitor, control, and even perform work. Flexible, high-tech machines can do in
minutes what it used to take people hours to accomplish. Another important development has been the
trend toward just-in-time inventory. The word inventory refers to the amount of goods business keeps
available for wholesale or retail. In just-in-time inventory, the firm stocks only what it needs for the
next day or two. Many businesses rely on fast, global computer communications to allow them to
respond quickly to changes in consumer demand. Inventories are thus minimized and businesses can
invest more in product research, development, and marketing.

Marketing is the process of identifying the goods and services that consumers need and want and
providing those goods and services at the right price, place, and time. Businesses develop marketing
strategies by conducting research to determine what products and services potential customers think
they would like to be able to purchase. Firms also promote their products and services through such
techniques as advertising and personalized sales, which serve to inform potential customers and
motivate them to purchase. Firms that market products for which there is always some demand, such
as foods and household goods, often advertise if they face competition from other firms marketing
similar products. Such products rarely need to be sold face-to-face. On the other hand, firms that
market products and services that buyers will want to see, use, or better understand before buying,
often rely on personalized sales. Expensive and durable goods - such as automobiles, electronics, or
furniture - benefit from personalized sales, as do legal, financial, and accounting services.

Finance involves the management of money. All businesses must have enough capital on hand to
pay their bills, and for-profit businesses seek extra capital to expand their operations. In some cases,
they raise long-term capital by selling ownership in the company. Other common financial activities
include granting, monitoring, and collecting on credit or loans and ensuring that customers pay bills on
time. The financial division of any business must also establish a good working relationship with a
bank. This is particularly important when a business wants to obtain a loan.

Businesses rely on effective human resource management (HRM) to ensure that they hire and
keep good employees, and that they are able to respond to conflicts between workers and management.
HRM specialists initially determine the number and type of employees that a business will need over
its first few years of operation. They are then responsible for recruiting new employees to replace
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 those who leave and for filling newly created positions. A business’s HRM division also trains or
arranges for the training of its staff to encourage worker productivity, efficiency, and satisfaction, and
to promote the overall success of the business. Finally, human resource managers create workers’
compensation plans and benefit packages for employees.

Discuss the following questions:

1. Give definition to the word ‘business’.

2. What is the difference between for-profit and non-profit organizations? Support your answer with
relevant examples.
3. What is production?
4. Specify the notion of ‘just-in-time inventory’.
5. What is marketing?
6. Define finance as a business operation.
7. What does the HRM involve?

Unit 1:

CULTURES

“A nation’s culture resides in the hearts and in the souls of its people “
Mahatma Ghandi.
I .Definition:
Culture refers to the characteristics and knowledge of a particular group of people
encompassing language, religion, cuisine, social habits, music and arts. Culture can be seen as
the growth of a group identity fostered by social patterns unique to the group.
Generally speaking, culture stands for the way we live. It reflects our identity and gives us a
sense of belonging and security and it includes:

* the way we cook and eat our food

*how we design and build our houses
*our way of dressing.
*the way we greet each other.
* how we organise our families.
*how we establish law
*the way we celebrate our feasts and particular occasions
*the way we express ourselves in arts, writing, and other forms of expression.
*our cultural beliefs and religious practices.

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 II. Vocabulary:
Idioms related to business.

Idiom Meaning
*” to be thrown in at the deep end “ to be given a difficult job to do without preparation.

*” to get on like a house on fire “ to have a quick friendly relationship with someone.

* “to be like a fish out of water “ to feel uncomfortable in unfamiliar situation

* “to put foot in something “ to say or do something without thinking carefully that
may embarrass or upset someone

*” not to see eye to eye “: to disagree with someone.

* “to be a real eye opener “: to experience and learn something surprising that you
didn’t know before

* “to break the ice “: to make someone less nervous and more willing to talk.

* “to get into hot water”: to get into troubles.

• Illustrative sentences:

- I didn’t know exactly how long I had for my presentation, and I knew nothing about the audience
the organisers had really thrown me in at the deep end.

- After a few minutes we had found we have loads of things in common. We just got on like a
house on fire.

- I really felt like a fish out of water at the reception. Very few people spoke English and those
who did, didn’t have much to say.

- I had just told my hosts I hated fish when it turned out they ‘d spent the whole day making fish
soup, their national dish, especially for me. I had really put my foot in it.

- We don’t agree what and when we should advertise. In fact, it seems we don’t see eye to eye on
anything at all.

- That business trip to China was a real eye opener for me. That’s when I began to understand the
culture.

- In many countries, people make a comment about the weather to break the ice and start a
conversation.

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 - Don’t be late for the departmental meeting, or you will get into hot water with the boss.

• More idioms:

“the ball is in your court “ It’s your responsibility to take action next.
“ to be up to one’s eye in work” to have a lot of to do /too much to do.
“ to go with the flow “ to be relaxed and not worry about what you should
do.
“to have it out with somebody “ to try and settle a dispute by talking about it.
“to know something inside out “ to be familiar with something.
“to run over a schedule “ to take more time than expected.

II. Language:
Modal verbs

• Advice:
We use “ should and shouldn’t “ to give or ask for advice.

_ I think you should learn how to negotiate. It would be a good skill if you had time to learn it.
_ When going to a new country to do business, you should do some research on the etiquette and taboos of
the host country.
_ You shouldn’t eat junk food , you may gain weight.
_ Business gifts shouldn’t be given until after the business negotiations are over.

• Obligation:
We often use “ must “ when the obligation comes from the person speaking or writing.
_ You must buy a gift for our visitor.
_ you must arrive at business meetings on time.
We use “mustn’t “ to say that something is prohibited or is not allowed.
_ You mustn’t use a mobile phone in an aeroplane.
_ you mustn’t smoke in many public spaces. Most businesses nowadays have a no smoking policy.

We often use “ have to “ to show that the obligation comes from another person or institution
not the speaker.
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_You have to get a visa to enter the country. (this is the law)
_ You have to refuse an invitation to dinner with a supplier. (business protocol)

• Lack of necessity.
don’t have to = it’s not necessary

_you don’t have to mention your name while answering a questionnaire.

_ We don’t have to make a lot of small talk. They like to get down to business quickly.

III. Reading:
Cross cultural awareness

It may be true that cultures are becoming more alike under the effect of globalisation and mass
tourism. However; there often remains a gap between any two given cultures.
What enables us to bridge this gap is often called cultural awareness. Empathy ,i.e., openness of mind
and heart together with a willingness to step into someone else’s shoes ,is a necessary condition for
such an awareness to develop. However; empathy on its own is not enough . We also need to develop
an ability to look at our culture from the outside. This process should make us realise that all the
behaviours, beliefs and values that we have always taken for granted may indeed appear strange to
someone from another cultural group. In other words, we need to be able both to make the strange look
familiar, and make the familiar look strange. If we can achieve this, then we can develop what some
sociologists call our cross –cultural awareness.

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 Unit 2:
Brands.

I. Definition:
Brands and branding.

A brand is a name given to a product or a group of products so that they can easily be recognised.
Here are some frequent combinations with the word “brand”:

II. Vocabulary:

Awareness: the degree to which people know about a brand.

Identity: what a brand means or represents.
Brand Image: what people think of when they think of a brand.
Loyalty: the degree to which people continue to buy a brand.
Recognition: the degree to which people recognize a brand.

Brands and branding

A company gives a brand or brand name to its products so that they can be easily recognized. This may
be the name of the company itself: in this case, you can talk about the make of the product, for example LG.
For many products, you refer to the make and model – the Ford (make) Focus (model), the Apple iPhone or
the Samsung Galaxy.
Some brand names become names for the whole product category – for example Tide for detergents
cleaners or Bic for pens. Brand awareness or brand recognition is the degree to which people know a
particular brand.

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All the ideas that people have about a particular brand are its brand image. A brand manager is in charge of
the marketing of goods or services with a particular brand. Branding is creating brands and keeping them in
customers’ minds through advertising, product and package design, and so on.
A brand should have a clear brand identity so that people think of it in a particular, hopefully positive, way
in relation to other brands. Products that are not branded – those that do not have a manufacturer’s brand
name – are generic products or generics. A product sold by a retailer with its own name rather than the name
of its manufacturer is an own-brand product (BrE), or own-label product or store brand (AmE).

III. Language:
* The simple present
* The present continuos
*“ will” to talk about the future
In this grammar lesson, you will learn to use the simple present. You will also learn to use different tenses to
talk about the future. You learn when you use the present continuous, the present simple and will.

I. The simple present.

a. Use the simple present to talk about things that are true.
• My cousin works a large company.
• Ford and Renault produce cars.
b. Use the simple present to talk about routines and habits.
• We usually hold meetings on Monday mornings.
• I finish work around four o’clock.
c. Use the simple present to scientific truths and facts.
• Water freezes below zero degrees.
• The sun rises in the east.

1. The simple present affirmative:

I make
you work
he/she/it calls
the company/the department (= it) prepares
the manager/the boss (= he/she) meets
We / you / they visit
the companies/the departments (= they) do
the managers/the workers (they) discuss

Practice:
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Make sentences with the following words. See the example.
I live in a city.
I work new solutions.
You live a lot for work.
He/She makes foreign languages.
We/You/They studies for a multinational company.
The company develops better products.
Our Research Department travel in a city.

Fill in the gaps with the right form of the verbs in the list.
Give / arrive/ have / get / have
1. In the evening, I………. the train home. .
2. In the afternoon my secretary………..…me letters to sign.
3. At 8 o’clock I ………..at the office.
4. At 10 o’clock we ………. a meeting
5. He usually ……... lunch with a customer.

1. The simple present negative:

I don’t live
you don't work
he/she/it doesn’t produce

the organisation (= it) doesn’t employ

the director (= he/she) doesn't discuss

we don’t meet

you don’t know

they don't like

the teams (= they) don't prefer

the employees (= they) don’t make

Practice:

Make negative sentences with the following prompts.

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1. we/manufacture/finished products
We don't manufacture finished products.
2. we/advertise/on television
………………………………………………………………………………………
3. the company/sponsor/sport
………………………………………………………………………………………
4. l/like/fish
………………………………………………………………………………………
5. Nakko S.A./process/written orders for goods
………………………………………………………………………………………
6. Cable PLC/despatch products/by train
………………………………………………………………………………………
7. we/deal with/Latin America
………………………………………………………………………………………
8. you/live/in an apartment
……………………………………………………………………………………..

2. The simple present interrogative:

Do I present?

Do you make?

Does he/she/it solve?

Does the computer (= it] analyse?

Does the consultant (= he/she) reach?

Do we compete?

Do you Look?

Do they visit?

Do the specialists (= they) fix?

Do the machines (= they) Function?

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 Practice:

Underline do or does and the main verb (infinitive) in the following questions. Then answer them.
1. Does your country make cars?
……………………………………………………………………………………………………….
1. Do the largest companies in your area export products to many different countries?
……………………………………………………………………………………………………….
2. How many people do you work or study with?
……………………………………………………………………………………………………….
3. Do you know any internationally famous products from your country?
………………………………………………………………………………………………………
4. Does your home town have a university?
……………………………………………………………………………………………………….

Write questions for the answers on the right.

1. Where/from? Where do you come from?
I come from Casablanca, in Morocco.

2. Where/work? ……………………………………………………………………..……..?
I work for SOMACA, Casablanca.

3. What/SOMACA/make? …………………………………………………………..……….?
The company makes cars.

4. How many people/your company/employ? …………………………….…………………?

About 750.

5. Have/just one plant? ………………………………………………………..…………….?

No, we have two, both near Santiago.

II. The present simple, the present continuous and “will” to talk about the future.

Sophie: Hi, Tom. What are you doing this

weekend?
Tom: I’m visiting my sister in London. The
train leaves in a few minutes. I’ll text you
when I get there.
Sophie: OK. Have a great time!
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When you talk about plans for the future, you often use the present continuous.

What are you doing this weekend?

I’m getting the train to London this afternoon.
We’re going to that new restaurant tonight.

When you talk about something in the future which happens at a definite time, you often usethe present
simple. You often use a time expression too.

The train leaves in a few minutes.

My holiday starts on Monday.
When do your exams finish?

When you promise or offer to do something in the future, you use will.
I’ll text you when I get there.
I’ll give it back to you next week.
You can also use will when you are sure about something in the future.
She’s working late tonight. She’ll be home after 7.00.
We won’t be at school tomorrow. It’s a holiday.

Remember!

There are three forms of will:

• positive
You can use either will or I’ll. These forms do not change.
I will / I’ll see you next week.
They’ll be here at 6 p.m.
• negative
You can use either will not or won’t. These forms do not change.
She won’t / will not be here until this evening.
We won’t / will not be very late.
• question
Will you call me when you get there?
Will we be home by tomorrow?

Exercise 1

Write the present continuous form of the verb in brackets to complete each sentence, as shown.

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1 Next weekend we are visiting (visit) my sister in Brisbane.
2 I _________________ (see) Rachel on Saturday.
3 Jane and I _________________ (go out) tonight.
4 Martha _______________________ (swim) this afternoon.
5 W e___________________(have) a Halloween party on Saturday.
6 I ______________________(take) Sophie out for a birthday dinner tonight

Exercise2
Complete the sentences by writing one word in each gap, as shown.
Are/ does/ will/ be / is / am
1 What time will you be you be back tonight?
2 What time ________________________your train leave?
3 He won't ________________________ home before midnight.
4 I ______________________seeing Guy and Miranda tonight.
5 What_________________ you doing this summer?
6 Where exactly in Germany_________________ Liz staying?

Exercise 3
Match the questions to the answers, as shown.
1 When do you leave tomorrow? a Saturday, August 26th
2 Which restaurant are you going to tonight? b We're going cycling.
3 What are you doing this weekend? c Probably not. I won't be home before midnight.
4 Will I see you later tonight? d We fly at 3 o'clock in the afternoon,
5 Is Rebecca coming tonight? e That French restaurant on Hills Road.
6 What day do you come back from your holiday? f. Yes, she said so.

Exercise 4
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Choose the correct word, as shown.
1 What time does / is your bus leave?
2 I'm see / seeing Paolo tonight.
3 The last train leaves / leaving King's Cross at midnight.
4 Are you doing / do anything pleasant tonight?
5 I won't being / be back till after 11.00.
6 When are / do you leave tomorrow?

Exercise 5
Match the sentence halves, as shown.
1 I'm spending a. around the US this summer.
2 We're travelling b.in at 3 o'clock in the morning.
3 His flight gets c.be back until November.
4 We're having a meeting d. working this weekend.
5 Adrian won't e. next Tuesday to discuss the matter.
6 Unfortunately, I'm f. the holidays with my family.

Exercise 6

Put the correct word in each gap, as shown.

I'll | see | won't | meeting | doing | going

Hi there!
I hope your afternoon is going OK. Have you remembered I'm 1 _______going__________out tonight? I'm
2________________Greg in town for a drink. 3__________________be late 4_________________ probably
be back by 10. Are you 5__________________ your exercise class as usual?

I'll 6_________________ you later.

Love
Ben.

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VI. Business expressions.

1. Command and control: The part of an organisation where the power resides and where the
important decisions are made.
Example: Tom has a very collaborative working relationship with his staff, but when necessary, he
quickly shifts to command and control and takes charge of the situation.

2. Pick your battles: strategically choose the occasions when you argue with a particular person or
group.
Example: pick your battles wisely, or you will spend unnecessary energy and time on issues that
are not important or cannot be changed.

3. Get one’s feet wet: to take the first step in an endeavour.

Example: peter’s internship at newspaper will allow him to get his feet wet in the field of
journalism.

4. Get in the way of: act as a barrier

Example: in large companies, bureaucracy gets in the way of making changes quickly.

5. Intellectual property: intangible assets that consist of knowledge and ideas.

Example: the movie studios are desperately trying to protect their intellectual property against
illegal copying and distribution.

6. Go up against: compete with.

Example: we are going up against the best in the industry with this new product.

7. Against the clock: Forced to hurry to meet a deadline

Example: We’re racing against the clock to finish the ad campaign. We may have to work all
night!

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