1. Welcome
27-09-2013

2. Programme
 Business English I (3 credits)
 Classes on Friday 12:30-2:30pm in E 1.11
 Guided work sessions (GWS)
 Feedback and evaluation sessions (FBS and ES)
 Total of 12 weeks
 September 27  December 20
 Course schedule in course guide
 Toledo

3. Assessment
 Final assessment
 Exam period
 30/60
 Continuous assessment
 1 presentation
 Week 9-12
 10/60
 1 written assignment
 Week 10
 10/60
 1 vocabulary test
 Week 11
 10/60
 Pay attention to deadlines!

4. Toledo
 Announcements
 Assignments
 Course information
 Course guide
 Course documents
 Slide shows
 Course materials
 External links
 Staff
 sven.cerulus@khleuven.be

5. Spelling
Beware of heard, a dreadful word,
That looks like beard and sounds like bird,
And dead: it’s said like bed, not bead,
For Goodness’ sake, don’t call it deed!
Watch out for meat and great and threat,
They rhyme with suite and straight and debt!

6.  While a few survivors are begging the congress for more
protection against Asian imports, Timberland is rapidly
increasing its exports. One of Timberland’s lessons is not to
panic about narrowing marges but to hire a tough outsider to
take the harsh, corrective measures.
 A new study by the London Business School shows that
promotions have no lasting effect on sales or brand loyalty.
 Branson’s dream for his brand seems boundless. Europe’s
best-known entrepreneur has built an empire of some
2000 companies with yearly revenues of an estimated
four billion dollars. His group included planes, trains,
financial services, music stores, cinemas and Cola.
Key I

7.  The Nike brand does need to refresh itself and the challenge is
to reshape the brand in Europe to give it more emotional
appeal.
 The new conventional wisdom is that Russia’s economic
and social troubles are the result of radical reforms that
were launched too fast and too soon. More than 20 other
former communist countries also undertook market
economic reforms in parallel with Russia, but the most
successful countries with high growth undertook far more
radical reforms. In general, the higher the level of
privatisation that an ex-communist country has attained
the higher economic growth it has achieved.
Key II

8. Questions
1. Who influenced you most when you were a child?
2. What is the name of the town or village where you grew up?
3. What subject did you hate most at school?
4. What is your favorite possession?
5. What is your dream job?
6. What is the surname of someone still alive, that you don’t like
very much?

9. Questions
7. What are two things you really enjoy doing?
8. In what year did you first go abroad?
9. What is the most beautiful, exciting or wonderful place you
have ever visited?
10. When did something really important happen to you for the
last time?
11. What two things worry you?

10. Nicetomeetyou!
Good communication skills are
very important!