English for international marketing and tourism (2017/2018)

Course code
Name of lecturer
Anna Zanfei
Anna Zanfei
Number of ECTS credits allocated
Academic sector
Language of instruction
Semester 2 dal Feb 26, 2018 al Jun 9, 2018.

Lesson timetable

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Learning outcomes

The aim of the course is to introduce the subject of English for Specific Purposes and its theoretical basis and then analyse the linguistic complexity of English for international marketing and tourism. The first part of the course is theoretical and the second part is dedicated to the application of ESP to discourse practices of English for international marketing, promotion and tourism. At the end of the course students will be able to fully appreciate the relevance of linguistics in interpersonal communication for marketing and tourism purposes in international contexts.


English for Specific Purposes and English for International marketing and Tourism
1. What is ESP?
2. How important is ESP?
3. What do ESP specialism have in common?
4. General English and English for specific purposes:
morphology, lexicon, register, discourse, genre
5. ESP for international Marketing and advertising
6. ESP for International Tourism and travel
7. Multimodality and "Airbnb" website
8. Gradable adjectives and opinion adverbs
9. Metadiscourse and Genres
10 Pragmatics: menus and packaging
11 Politeness web 2.0: English for Customer care and quality assurance:
12. Interdiscursivity and intertextuality: consumer's reviews
13. Concordances (noun - verb, adjectives) for marketing

Reference books
Author Title Publisher Year ISBN Note
Tannen D. and Trester A.M Discourse 2.0. Language and New Media Palgrave 2013 chapter 1, Discourse in Web 2.0 : familiar, reconfigured, and emergent / Susan C. Herring -- chapter 6, The medium is the metamessage : conversational style in new media interaction / Deborah Tannen -- chapter 8, Facework on Facebook : conversations on social media / Laura West and Anna Marie Trester -- chapter 13 Fakebook : synthetic media, pseudo-sociality, and the rhetorics of Web 2. 0 / Crispin Thurlow.
Jones R.H., Chik A. Hafner C. A. Discourse and Digital Practices. Doing Discourse Analysis in the Digital Age Routledge 2015 chapter 1, Introduction: Discourse Analysis and Digital Practices *Rodney H. Jones, Alice Chik, Christoph A. Hafner chapter 5, Intertextuality and Interdiscursivity in Online Consumer Reviews Camilla Vásquez chapter 12 Digital Discourse@Public Space: Flows of Language Online and Offline Carmen Lee
Paltridge, Brian, Sue Starfield. (eds.) The Handbook of English for Specific Purposes Blackwell 2013 9780470655320 Chapter:10, Business English (193) Francesca Bargiela-Chiappini and Zuocheng Zhang Chapter:18, Genre and English for Specific Purposes (347) Brian Paltridge Chapter: 22 ESP and Intercultural Rhetoric (427) Ulla Connor And William Rozycki Chapter: 27 Multimodality and ESP Research (519) Paul Prior

Assessment methods and criteria

Prerequisite: Varieties of English. There are no mid-term tests.
Written exam about the topics of the syllabus.