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

Instructor Guide Participant Workbook Dialogue Lab Jargon Guide

Web Practice Lab

Practice the decisions, not only the vocabulary

Use the activities below to rehearse how a professional in this field clarifies risk, pushes back, and turns pressure into a concrete next step.

Module Focus

Scenario Coach

Respond under pressure

Your professional response

Jargon Flashcard

Pushback Builder

Build a four-step response

Evidence or fact Risk or consequence Decision or next step

Dialogue Coach

Model line

Language notes

Progress

Practice checklist

I used at least two field terms accurately. I named the evidence or policy boundary. I gave a concrete next step. I avoided overpromising.

0 of 4 complete

Student PDF in Web Form

Module map

Open Participant Workbook PDF

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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