Module Focus
English for Special Purposes
Marketing English
Professional English for audience strategy, positioning, campaign briefs, channels, attribution, compliance, and brand risk.
- 8 modules
- 64 field terms
- Interactive practice
Printable Curriculum
Download the full materials
Web Practice Lab
Rehearse the language, response, and decision
Work through a three-step sequence: identify the field language, choose the strongest response, then select the next controlled decision move.
Guided Decision Lab
Jargon Flashcard
Answer Rationale
Why the strongest phrase fits
Choose an option to see the workplace rationale.
Dialogue Coach
Model line
Language notes
Progress
Practice checklist
0 of 4 complete
Student PDF in Web Form
Module map
Marketing Strategy: Audience, Insight, Problem, Outcome
Marketing conversations often fail because the team jumps to tactics before agreeing on audience, problem, insight, desired behavior, and business outcome.
Segment, ICP, Persona, JTBD
Positioning, Messaging, Brand Voice, and Proof
Strong marketing language says who the product is for, what problem it solves, why it is different, and what proof supports the claim. Weak marketing language only sounds positive.
Insight, TAM, Positioning, Value proposition
Campaign Briefs, GTM Planning, and Cross-Functional Alignment
Campaigns sit between strategy and execution. Learners need language for goals, target audience, offer, channel mix, timeline, assets, sales handoff, launch tier, dependencies, and decision rights.
Brand promise, Messaging hierarchy, Proof point, Tone of voice
Content, SEO, Thought Leadership, and Editorial Judgment
Content marketing is not filling a calendar. Good content connects audience intent, search behavior, expertise, brand credibility, distribution, and conversion path.
CTA, Creative brief, Campaign idea, Brand consistency
Paid Media, Performance Marketing, and Attribution
Performance marketing requires disciplined language around targeting, bidding, budget, CPA, CAC, ROAS, incrementality, attribution windows, landing-page quality, and diminishing returns.
GTM, Launch tier, Buyer journey, Sales enablement
Lifecycle, CRM, Email, Marketing Ops, and Sales Handoff
Lifecycle marketing depends on definitions and trust. Marketing and sales must agree on lead stages, qualification criteria, nurture logic, consent, deliverability, handoff, and feedback loops.
Use case, Competitive positioning, Objection handling, Win-loss insight
Analytics, Experimentation, Funnel Reporting, and Executive Readouts
Marketing analytics is not only reporting numbers. Learners must explain source, definition, confidence, attribution, sample size, funnel movement, and what the business should do next.
Search intent, SERP, Keyword, Metadata
Compliance, Privacy, Claims, Influencers, Brand Safety, and Crisis Response
Marketing teams need persuasive language that stays truthful, substantiated, permission-aware, and brand-safe. Under pressure, the best marketers can protect both growth and trust.
Internal linking, Backlink, Canonical, Content brief
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