Focused Communication for Marketing and Sales Outline

Lawson - 2020

POST-TRAINING REPORT

Project Summary

Training Method Schedule No. of Participants

Training design and delivery

Design and Development

An initial assessment through a Skype call was conducted with Camille Valencia on December 10th to flesh out the training
needs and objectives. The primary target of the training would be for Camille to obtain an IELTS Band Score of 7 in her next
exam.

Delivery
The 1-hour course was first conducted on January 6, 2020. It was conducted via Skype, 5:00-6:00 pm Philippine Time.

Course Objectives: To get high scores in all areas: Fluency and Coherence, Lexical Resource, Grammatical Range Accuracy, and
Pronunciation to obtain an overall Band Score of 7.0.

Course Outline:
Session # Date Skills Language Focus
>Discussing marketing tasks using verb–
Describing your skills and qualifications noun collocations

>Asking about a person’s characteristics,

Topic 1 The Role
skills, responsibilities and experience
of Marketing
>Explaining and giving examples;
querying; showing understanding
>Collocations with stakeholder
Setting marketing objectives >Describing trends
Topic 2
>Verb–noun collocations used in
Communicating
marketing objectives
the Plan
>Email outlining a marketing plan
Presenting surveys >Using demonstratives to connect
Topic 3 Polishing survey questions; explaining survey data ideas in writing
Catching the >>Verbs to describe market research
Market issues
>Terms for online surveys
>Describing survey results suggesting
 tactics; disagreeing
Collocations used in elements of
the marketing mix; a marketing budget
Expressions used in an executive
summary
Adverbs to make your writing more
positive

Respecting differences in cultural attitudes and behaviours >In a meeting: explaining a

breakdown in communication;
Topic 4 Summarising a meeting acknowledging and moving on;
International
customer Adapting a message for a new market >making another person feel more
communications Comfortable Introducing
Presenting and giving feedback on concepts recommendations
>Positive and negative feedback
>Hypothetical situations
Developing an idea into a concept statement The language used in concept
Writing a brief for a brand identity statements
Topic 5 >Verbs and collocations used to talk
about branding

Creating and presenting a marketing message >word combinations with ‘brand’

Planning and writing a press release >dealing with interruptions
Topic 6
>Persuasive writing
Branding >Verb forms and tenses used in press
releases
Topic 7 Talking about results Structure in copywriting
Product Making your point persuasively Using emotive language in
launch Copywriting
and Writing good web copy
promotion Using keywords
Networking at a social event Vocabulary relating to a trade show
Topic 8 Writing a follow-up email Negotiating: offers and asking for a
concession
Digital
Networking topics and conversation
Communication at an event
Follow-up emails
Word combinations with goods and products

Training Evaluation

Arman’s family and staff showed their support to Arman’s final presentation last Dec 10th by watching him retell the story of
The Emperor’s New Clothes. The trainers (Niki, Ali, and Amanda) were well-received and treated with humble gifts to express
their gratitude.

Highlights and Recommendations

Aspect Accomplishments, Issues, and Actions Taken Recommendations

Training Arman is quite expressive when he reads short and Sustainability options can include the following:
Outcomes longer reading selections with intonation and varied 1. Follow up workshops focusing on:
volume. In between our lessons, Arman would share  Persuasive Writing
his experiences as a member of the royal family. He  Proofreading/Spelling
recalled one story by his staff when he also did a
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 Aspect Accomplishments, Issues, and Actions Taken Recommendations
demo with his palms on kindness, something his 2. Additional workshops focusing on the
butler taught him. following:
 Conversational English/English
Some of his interests include Science and Math. Camp (group class with other kids
Surprisingly, he is also quite knowledgeable with of his age)
history. For instance, our Session 10’s topic was about  Introductory Course on Cross
Letters to Lord Carnarvon with a touch of ancient Cultural Communication
Egypt. We started the class with hieroglyphics with 3. Echo sessions where he can share what
Arman decoding some words. We then transitioned he has learned in his school
to different pharaohs who reigned in the 1900s
including a young leader who died at 18. Some
details came from Arman as this is what he learns in
school.

To end the course, we started with a short review

and an ice breaker game, 123 Pass. He enjoyed it
and he has won it. After understanding the story, we
then proceeded with his final story-telling in front of
5 members of his staff. The presentation went well
though he had to cut down some pages to read as
the story was a bit long. We then awarded his
certificate which he proudly showed his parents.
Attendance He was present in all sessions except On Dec 8 and 9
when his family had to attend a Seagames event.

Participant Participant was obeying and performing throughout Participant has to be committed in finishing
Participation the sessions. any class activity or homework.
Training design The design and module content proved substantive
and delivery and delivery was considered smooth by both AE and
Arman’s family.
Logistical The training room was setup in a living room setup
Arrangements with a pingpong table surrounded by chairs. It was a
well-lit room and the trainer was provided water all
the time.

Arman’s staff like Sunil, Penny, Natasha and Fendy

made sure that anything AE needed was taken care
of. Harvey, the agent who brought the client to AE
was also very helpful in the beginning of the course.
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