5-lesson marketing course
Lesson one – Quality of Life (QOL)
1. Introduction-interview. (time frame depends on student’s
linguo profile)
How are you doing? The self-selling conception. A list of
topics should be included in my introduction. If the
interlocutor misses the point sometimes, additional questions
will be asked, paying undivided attention to all the mistakes
the student has made.
2. Small talk connected with the student’s professional
domain.
Mentioning behavioral patterns importance in marketing in
general.
3. Analysis of mistakes made in introduction.
The necessary speech formulae will be applied from the
platform, making him/her familiar with the methodology at
KESPA.
4. Quality of life topic introduction with e.g. Conditions
topic in mind. The necessary constructions have already
been practiced.
Today we’ll discuss QOL phenomenon, what aspects it
encompasses, the factors which could improve or decrease it
according to your way of thinking. Therefore, we’ll review
real/unreal conditionals and practice using them even more.
5. Video on Conditionals.
Star Trek Season 6 Episode 9 video 0:00-02:48. What type of
conditionals have you caught listening? Write down and
reproduce the sentences. What are your opinions on the
subject? (http://www.mytvzion.pro/watch-star-trek-the-next-
generation-season-6-episode-9-s06e09-online3-free-
v1-655) The link is dead by now. But I think it is possible to
find at a-few-bucks price.
To begin with, I decided to dwell upon a short extract to
introduce the game theory and conditionals revision through a
piquant men-woman dialogue).
(In the original plan was included a Game theory experiment with two
participants)
6. Case study.
A representative of the philosophies of QOL hypotheses
provides his view in the text below.
Quality of Life (QOL) can be defined as the subjective
perception of an individual on the objective conditions of life
and well-being.
As a matter of fact, in theoretical terms, this phenomenon can
be analyzed in various approaches, taking into account
macroeconomics and microeconomics.
More personal one prompts to lean against microeconomic
domain. The general type of discussion is macroeconomics.
However, economic theory alone is limited and should be
supplemented and integrated with relevant theories from
consumer behavior and marketing .
Furthermore, Marshall and Meiselman also adopt the narrow
typology of the type of consumer experience in the
marketplace: acquisition, possession, consumption,
maintenance, and disposition of economic goods.
Diener and Suh’s classification in their comparison of
subjective and objective measures of QOL examines their
relative importance across the United States, France, and
Turkey. The seven dimensions are (1) cost of living
(favorability), (2) health, (3) economy, (4) infrastructure, (5)
freedom, (6) culture and recreation, and (7) environment.
Surveys are the most used methods in the thematic area of
QOL, some of them having acquired international legitimacy,
by having a very good coverage of the phenomenon:
European QOL Survey (EQLS), Mercer Quality of Living
Survey, and Perception Survey on Quality of Life in European
Cities. By default, only one will be provided in the below-
mentioned.
The Mercer Quality of Living Survey is conducted annually,
comparing 221 cities based on 39 criteria. New York is the
base for comparison (with the coefficient of 100) and other
cities are compared to it. The most important criteria of
evaluation are safety, education, hygiene, health, culture,
environment, recreation, political-economic stability and
public transportation. This indicator is used each year by the
multinational companies that decide to open offices or
factories in different cities, enabling them to establish the
salary that can be offered to the employees from each area.
According to the 2010 study, European cities dominate the
top, the first three being Vienna, Zurich, and Geneva.
Vocabulary
Microeconomics vs macroeconomics
In theoretical terms
As a matter of fact,
Consumer behavior
Cost of living
To enable sb to do sth
Taking into account
According to the study,
An important criterium/criteria
By default
Corpora Examples
If you don’t start saving money now, while you’re young,
you’ll be working till you’re 90 by default.
If the other team can’t field enough players, then we’ll win by
default.
It was never my ambition to get into teaching. I became a
teacher more by default than by choice.
7. What impact does marketing have on QOL? What is
Quality-of-life marketing?
What do you think QOL is? Working on a mind-map with my
screen on.
8. What other aspects could be included in the
phenomenon?
Please classify the aspects with regard to long/short-term
importance, extent or degree of impact. Clarification of the
topic.
9. Wrap-up.
Lesson two – Customer Well-Being (CWB)
1. Introduction. How have you been so far?
2. Warm-up.
Ratings on quality of life were based on indicators including
work-life balance, health, education, personal safety and
environmental quality.
3. Conditionals drillings
For example:
https://classroom.kespa.ru/lessons/B1-10t/speechdrillings/341
4. Conditional Negotiating Practice. Think of whether you
would accept the proposals or not and would the
situation increase your QOL and in what way? Make up
your own examples.
- Would you accept it if/providing/supposing/assuming I
brought you some home-made food tomorrow.
- I might be able to accept that if you...
5. Small talk. What methods of marketing research would
you apply in your business? What are the consumer
groups in question? What insights are you capable of
acquiring?
6. Case study. Analysis. Discussion. CWB.
CWB (Customer Well-Being) as a state in which consumers’
experiences with goods and services—experiences related to
acquisition, preparation, consumption, ownership,
maintenance, and disposal of specific categories of goods and
services in the context of their local environment—are judged
to be beneficial to both consumers and society at large.
Sirgy and Lee classify the existing measures of CWB along
three dimensions: (1) the consumer life cycle, (2) individual-
based versus society-based assessment, and (3) based on their
segmentation potential.
In any case objective human needs are to be fulfilled. The
most frequent quantitative methods used in CWB studies are
survey and observation, while the qualitative researches most
used are focus-group and in-depth interview. The latter
heavily depends on the construct of questionnaire.
Focus-group research involves relatively long and detailed
discussions with a group of 8-12 people about a phenomenon,
without having a structured interview. Instead, the researcher
is proposing topics for discussion on which the participants
would state their point of view, guiding them carefully
towards the needed information.
Vocabulary
To be related to sth
To be judged to be beneficial to sb
the consumer life cycle
are to be fulfilled
quantitative vs qualitative methods
an in-depth interview
the construct of questionnaire
At large
Corpora examples
A convict still at large
The country/the public at large
Councilor-at-large
He talked at large about his plans.
7. We are to pick up 2 topics from your mind-map and
comment on how you would change your attitude and
lifestyle to improve yourself in the areas in question.
How could you make them better with marketing?
8. Wrap-up.
Lesson 3 – Decision-making process.
1. Introduction.
2. Warm-up. The old phrase + new one.
The video in question had 400 views before the channel
was taken off ‘due to multiple third-party notifications of
copyright infringement’.
3. Unreal past conditionals.
https://classroom.kespa.ru/lessons/B2-17t
4. Interview. Behavioral Economics. Ways of manipulating
customers' behavioral patterns in marketing as your case
in point.
5. Case study. Excerpts on consumer behaviour. Reading +
Analysis Dan Ariely. What insights would you share
with a marketer who’s trying to change a customer’s
mind?
Insight #1. Don’t put too much value in focus groups
Ariely has little faith in people’s understanding of their
decisions. This is why he considers focus groups to be a risky
prospect.
"One of the things marketers do is get a group of 12 people
who know very little about their business and ask them deep
questions about it. And that, I think, is a recipe for disaster."
Intuition is flawed, Ariely says. Instead of asking people for
their opinions, experiment instead. Run tests that will
conclusively reveal people’s motivations and reasoning.
"Don't rely on what people tell you. Rely on what they
actually do."
Insight #2.
One is something called a “default,” and it is the path of least
resistance. We’ve shown in many experiments that this is an
incredibly appealing decision. It’s actually a decision of not
making any decision… All of those decisions are vastly
influenced by the path of least resistance. Another of the
things we find is that in terms of motivation, sometimes things
that you could buy with a fixed amount of money are more
motivating than the money itself. For example, let’s assume
you like lattes, and lattes are $3. We find that, if that’s the
case, I can get you to do things for me more easily for a latte
than I can get you to do it for $3.
Vocabulary
The path of least resistance
To be a risky prospect
A recipe for disaster
Intuition is flawed
To ask for sth
Instead of doing sth
To run tests
To rely on sth/sb
An incredibly appealing decision
To be vastly influenced by sth/sb
Corpora examples
Because focus groups are qualitative, they cannot be used to
predict public opinion like surveys, but they do generate ideas
and provide ranges of issues that can be used to deepen our
understanding of issues.
6. The Ultimatum Game is an instance of game theory in
action and its roots can be found in the work of
mathematician John Nash, 1994 Nobel laureate in
economics. The moment from ‘A Beautiful Mind’ can
prove that people are perfectly able to make irrational
decisions without looking into cause-effect relationship
with a sober mind. (https://www.youtube.com/watch?
v=2d_dtTZQyUM)
7. Please retell Nash’s assumptions about the ladies in your
words, what might have happened without Nash’s
beautiful mind and his genius conclusions at the party
or/and after his hasty departure? Make up your own
continuation or/and alternative story.
8. Wrap-up.
Lesson 4 – A rational decision-maker?
1. Introduction. How has your job been so far? What’s the
weather like?
2. Warm-up. The mix of freezing rain and snow was
expected to transition from freezing rain late in the
evening through early Tuesday morning.
3. Speech drillings. Mixed conditionals.
https://classroom.kespa.ru/lessons/B2-18t/speechdrillings/
382
4. There exist situations when a hypothetical change in the
present could have affected the past and the opposite could
have an impact on the present. Paraphrase the following as
mixed conditional sentences as in the example.
Model: He is not an honest person so he didn’t tell the
truth. If he were an honest person, he would have told the
truth.
1. They were awake all night so they are tired now. 2. You
didn’t tell me earlier so we are not going to the cinema
tonight. 3. She is so disorganized that she missed the deadline.
4. He doesn’t take his job seriously so he wasn’t promoted. 5.
He had a head-on collision yesterday. You know him. He
finds the thrill of driving at high speed irresistible. 6. We
didn’t phone the rescue service. That’s why we’re still
stranded on the motorway. 7. I didn’t meet the right person.
That’s why I’m not married yet.
5. Small talk. Choose one situation from exercise above and
enlarge upon it.
6. How do people actually make decisions? It is a very
debatable question like the nature of choice itself. It goes
without saying that our life is full of daily dilemmas, but
what’s behind those solutions?
A) Group your own examples according to the figure below.
As examples, the picture of a hesitating man or the article you
have read at home might serve their purpose.
B) Please classify the factors provided in the handouts.
C) What could be done to facilitate the man’s decision-
making process in the pic? You are in control of all the
factors.
7. The list of words to discuss.
Age, religion, memory, language, upbringing, stages in life cycle, motivation, education, peer group pressure,
information over-load, occupation, professional place of residence, economic position, lifestyle, values,
attitudes, concerns, beliefs, tradition, behavior pattern, social class, family, reliable information, perception,
heuristics, gender
8.Wrap-up.
Lesson 5 – Sustainability
1. Introduction. How has your week been?
2. Warm-up. The old one + Celebrity endorsements have
been a prominent marketing strategy in the United States
for decades.
3. What impact is made by you in general related to
marketing? Types of renewable resources.
4. Speech drillings. Passive Voice.
https://classroom.kespa.ru/lessons/B1-7t/speechdrillings/
335
5. Time management. How good are you at that? A traffic
manager
6. Carbon footprint calculator.
https://footprint.wwf.org.uk/
7. Text. Carbon footprint residuals.
A large proportion of greenhouse gas emissions comes from
food production, and meat and dairy are associated with much
higher carbon emissions than plant-based food.
Relatively, food bought in restaurants has a wider footprint
than food you buy to cook at home because of the ‘overheads’
in the restaurants – the emissions associated with heating,
lighting and cooking for your meal. Food from takeaways has
additional packaging and additional transport emissions, from
the means of getting it from the restaurant to your home.
One third of all food produced is wasted. Every year wasted
food in the UK represents 14 million tonnes of carbon dioxide
emissions. In total, these greenhouse gas emissions are the
same as those created by 7 million cars each year.
Buying local and seasonal food will generally result in a lower
footprint. It depends how it’s produced and packaged, but it is
more likely to have a lower environmental footprint. Not that
buying from abroad is necessarily a bad thing. Food grown in
a sustainable way and traded fairly can be vital for developing
countries. Buy thoughtfully…19 million UK homes have poor
levels of energy efficiency – meaning that people are wasting
energy and money heating the street around their home!
By turning down your central heating thermostat by just 1°C
you could reduce the energy you use for heating by 10%. The
same principle applies to air conditioning when it's hot - the
less you use it (a warmer home in summer), the more you
save (in money and carbon).
The production process for new household appliances (even
‘efficient’ appliances) requires massive amounts of energy
and resources. Reusing old ones also diverts waste from
landfill.
As far as pet food, vet and grooming products, kennels, cages,
litter etc. are concerned, though we love the animals in our
lives, but if we’re calculating our footprint, we need to include
theirs too!
Ultimately, about a third of our kitchen and garden waste can
be composted and, increasingly, local authorities collect
compostable waste which they can process to produce
renewable energy. By contrast, if it’s dumped in landfill it
turns into methane, which is a big contributor to climate
change. The processes for dealing with waste — including
landfill and incineration — are very energy-intensive.
Passive voice mostly.
Vocabulary
Greenhouse gas emissions vs carbon dioxide emissions
Plant-based food vs animal-based food
To result in sth
poor levels of energy efficiency
To be unlikely/likely to have
A lower environmental footprint
The less you use it, the more you save
As far as it is concerned,
Energy-intensive
To produce renewable energy
To turn into sth, e.g. methane
By contrast
Corpora examples
The more so, I say, because truly to enjoy bodily warmth,
some small part of you must be cold, for there is no quality in
this world that is not what it is merely by contrast. Nothing
exists in itself.
8. What changes could be made to reduce your carbon
footprint? How to compensate for poor levels of energy
efficiency?
9. Wrap-up.
