Презен 2 курс

1.

Module 2: Business in theory
Multinationals
Micro-multinationals
Privatization
Nationalization

2. Lesson objectives

By the end of the lesson you will be able to:
• Define and compare key economic concepts: multinationals, micromultinationals, privatisation and nationalization by using accurate
terminology.
• Analyze the advantages and disadvantages of these concepts through
real-world examples, such as case studies from global companies.
• Discuss their impacts on economies, employment and governance in
group debates.

3.

WARM-UP ACTIVITY: English Idioms
1)
The lights are on, but nobody`s home
Don’t try discussing anything intelligent with Marta. The lights are on but nobody’s home, I’m afraid
Once Mark starts playing video games there is no use in talking to him. The lights are on but nobody’s
home
2) When pigs fly
When pigs fly, she’ll tidy up her room
3) As cool as a cucumber
How do you stay cool as a cucumber when presenting to large audiences?
4) Storm in a teacup
The controversy over the actor's comments on social media proved to be a storm in a teacup.
5) A Piece Of Cake
Once you understand the basics, using this software will be a piece of cake.

4.

Vocabulary Review
Translate the following collocations (oral dictation):
1) штаб-квартира компании
2) иметь несколько филиалов зарубежом
3) дочерняя компания
4) эксплуатационные расходы
5) Размещать производство
6) увеличивать долю присутствия на рынке
7) Увеличивать прибыль
8) этические нормы ведения бизнеса
9) создавать рабочие места
10) Профессиональные сотрудники
11) Принимающая страна/сторона
12) Плохие условия труда
13) Разрушение местных компаний/нанесение вреда
14) Сборный завод
15) Инвестиции в иностранной валюте
16) Возможности для трудоустройства
17) Налоговые поступления
18) Опыт в области управления
19) ВВП
20) Насаждать западную культуру
21) Истощение природных ресурсов
22) Предприятия малого и среднего звена
23) Низкие затраты на персонал
24) Дешевое сырье/сырьевая база
25) Низкая налоговая процентная ставка

5.

Reviewing home assignment
Comparative analysis of multinationals and micro-multinationals:
Analyzing multinationals (large MNCs) and micro-multinationals (small, global
SMEs with <250 employees).
Compare them across
SIZE
OPERATIONS
AGILITY/Flexibility
GLOBAL ACCESS
using real examples like MNC vs. a tech startup like Buffer (micro-multinational).

6.

Lead-in
Key Questions :
• What do you understand by the terms "privatisation" and "nationalisation"? Can
you give an example from your country or another place?
• Have you heard of any companies or industries in Russia (or elsewhere) that were
privatised in the 1990s? What do you think happened to them?
• Why might a government decide to nationalise a key industry, like energy or
transport? What benefits or risks come to mind?
• In what situations could privatising state-owned assets, such as factories or banks,
be a good idea? What problems might arise?

7.

Reading Task 1 - Gist Understanding
Text Title: Public Enterprises
Text Type: Academic
Skimming Task (3 mins)
Reading comprehension

8.

Language Focus
Topic-related vocabulary words
refer to public services
to provide services
to be funded by …
To be run on a commercial /profit-making basis
Remaining nationalized industry
to privatize/to nationalize a business
a government-owned company
To increase revenue
To increase efficiency
To carry out privatization
To keep revenue of key industries
To rescue /purchase financial institutions

9.

Topic Presentation
1) Public Sector Services
Common services include healthcare, education, public transport, water supply,
electricity, housing and defense.
2) Privatisation is the transfer of ownership of a government-owned enterprise or
service to private individuals or companies, often via share sales or auctions.
3) Reasons for Privatising/Governments privatise
• to cut financial losses
• improve operational efficiency
• raise funds by selling assets
• encourages competition and innovation
4) Nationalisation is the process where a government takes ownership of a
privately run company or industry
• to protect public interests or strategic sectors
• it shifts control from private hands to the state
5) Reasons for Nationalisation
Governments nationalise
• to ensure essential services are accessible
• safeguard jobs during company failures
• secure national interests such as energy security
• it prevents foreign control over key industries.

10.

Free Practice & Production
Case analysis: Royal Mail IPO in 2013
The article is named/is headlined
The name/headline of the article is
2)
The article under consideration is taken from……
3)
The article gives a general overview about …..
4)
The article is divided into 3 parts
The first one touches upon the problem of…..
The second one raises the problem of……
The third one emphasizes that……..
5)
As for me I would like to stress that
to point out that
to mention that
to stress that
to pay attention to the fact that
6)
The article leaves hope that…(prediction)
It becomes obvious that……
7)
I would like to sum up….
In conclusion I would like to say that….
to conclude…../to summarize……
First/Firstly
Second/Secondly
Third/Thirdly
8)
From my point of view, I find this article of a great value/informative/meaningful/
interesting
1)

11.

Review, Feedback & Reflection
Comparing analysis of the groups’ decisions and reasons. Correction the
mistakes.
Home assignment :
1) Topic-related vocabulary words (get prepared for the oral dictation)
2) Write a short essay on the public sector. Include these points:
. definition of a public enterprise;
. examples of state-owned companies in your country and the UK;
. definition of privatisation and nationalisation, with examples of each.

12.

Module 3: Marketing and Advertising

13.

WARM-UP ACTIVITY: Brand names
1)
–
2)
«млечный путь»
3)
«прилив», «отлив», «течение», «поток»
«щедрость», «изобилие», «вознаграждение»
4) Pampers - to pamper - «лелеять», «баловать»
5) «голубка», «голубь»
6) Skittles – «кегли»
7) Vanish - «исчезать» , «пропадать», «стремиться к нулю»

14.

Vocabulary review
The government plans to provide services such as water and electricity to all
citizens.
The national health system is to be funded by taxpayers and the state budget.
Some state-owned enterprises are tied to social goals, while others are run
on a commercial, profit-making basis.
The remaining nationalized industry will be subject to reform and potential
privatization in the coming years.
The government decided to privatize the railway network to attract private
investment.
A government-owned company often has different objectives than a private
firm, such as broader public interest.
Privatization can help the state increase revenue by selling assets to private
investors.
One argument for privatization is that competition can increase efficiency
and reduce costs
The cabinet approved plans to carry out privatization of several utilities over
the next five years.
The policy aims to keep revenue of key industries like energy and rail under
state control while allowing competition elsewhere
During the crisis, the government had to rescue several financial institutions
by purchasing shares and injecting capital.

15.

Lead-in
What is marketing?
Marketing is the management process
responsible for identifying, anticipating
and satisfying customer requirements
profitably.
Marketing is the strategic process of
identifying, creating, communicating,
and delivering value to a target
audience to satisfy their needs while
achieving organizational goals.
It involves researching, promoting,
distributing goods, services or ideas to
build customer loyalty .

16.

Reading Task 1 - Gist Understanding
Reading the text “The Role of Marketing”. (BCP)
Comprehension tasks/Q-A session

17.

Vocabulary Focus
To identify and analyse the needs of customers
make a profit
marketing involves the following steps
To find out what the consumer's requirements
to keep in touch with
thoughts/feelings/perceptions/requirements/needs/wants/preferences
to market research
Anticipation/anticipate
to look ahead
to guess
to alter customers' needs
new feature of a product
to convince
to persuade
continue to operate
To achieve the desired goals
to overspend
To reduce overall profits

18.

Vocabulary Focus
Общая прибыль компании снижена.
Компания перерасходовала свой бюджет.
Цель компании - получение прибыли.
Уделять особое внимание потребителю.
Достичь желаемого результата.
Убедить потребителя приобрести (купить) определенный товар или
услугу.
Важно учитывать требования потребителя.
Предвидеть изменения во вкусах потребителя.
Предпочтения потребителя меняются.
Проводить исследование рынка.
Выявить потребности потребителя
Поддерживать связь с постоянными клиентами.

19.

Vocabulary Focus
Marketing uses a lot of acronyms. Here are 9 common acronyms for describing demographic groups –
A1) DINKY, A2)YOOFS, A3)YUPPIE, A4)HENRY, A5)NILKIE, A6)TINKIE, A7)GUPPIE, A8)OPAL, A9)GLAM
Match each to the correct definition.
1.
A group typically defined by being young, urban, and fashion-conscious, often with a strong preference for trendy brands and social media
visibility. It sometimes used by marketers to describe a specific, affluent demographic: Greying, Leisured, Affluent and Middle-aged.
2 Stands for “Dual Income, No Kids yet ” – a household type common in developed markets, often with high discretionary spending.
3 A marketing label for young, upwardly mobile professionals who value status, brand names, and experiences/Young Upwardly-mobile Professionals.
4 Short for “High Earned, Not Rich Yet” or a similar form; a group with rising incomes but not yet wealthy, often price-sensitive.
5 "Young, Free and Single/Young, Off-Off-Financial-Stability
6 High disposable income, time-poor, prioritizing convenience-based services (e.g., premium childcare, meal kits, luxury family travel). Two Incomes,
Nanny and Kids.
7. This consumer segment consists of young, employed professionals who are typically characterized by their eco-conscious lifestyle. Green Young
Professional Person In Employment
8 Families or individuals with low financial resources but high household sizes, often suggesting specific purchasing limitations or preferences. No
Income, Lots of Kids
9. This term refers to a consumer segment of active, socially engaged seniors (typically 60+ or 70+) who are physically active, independent, and techsavvy. This demographic, often called "active agers," drives demand for products/services focused on health, leisure, social connection, and continued
independence. Older People Active Lifestyle

20.

Vocabulary Focus
Answers –
DINKY matches definition 2: Dual Income, No Kids Yet. This describes households with two incomes and no children, leading to high
discretionary spending power.
YUPPIE matches definition 3: Young Upwardly-mobile Professionals. These are young professionals valuing status, brands, and
experiences.
HENRY matches definition 4: High Earner, Not Rich Yet. This group has rising incomes but remains price-sensitive, not yet wealthy.
NILKIE matches definition 8: No Income, Lots of Kids. It refers to families with low financial resources but large household sizes, limiting
purchasing options.
TINKIE matches definition 6: Two Incomes, Nanny and Kids. These are time-poor families with high income prioritizing convenience like
childcare and meal kits.
GUPPIE matches definition 7: Green Young Professional Person In Employment. This segment includes eco-conscious young employed
professionals.
OPAL matches definition 9: Older People Active Lifestyle. It targets active, independent seniors (60+) focused on health and leisure.
GLAM matches definition 1: Greying, Leisured, Affluent and Middle-aged. This affluent, fashion-conscious urban middle-aged group
prefers trendy brands.
YOOFS remains unmatched to provided definitions. Searches did not yield a standard marketing acronym for YOOFS linking to "Young,
Free and Single" or "Young, Off-Off-Financial-Stability"; it may be a variant or less common term not aligning perfectly.

21.

Free Practice & Production
Market segmentation - is a picture of the typical consumer needs.
Identify the potential segment using the following products
• Luxury brand cars
• Maternity clothing
• Aftershaving products
Home assignment

22.

4Ps in MARKETING/MARKETING MIX
Lead-in
DEFINITION - The 4 key decisions that must be taken into
consideration towards the effective marketing of a product
The marketing mix is made up of four decisions - PRODUCT,
PRICE, PLACE and PROMOTION.

23.

4Ps in MARKETING/MARKETING MIX
PRODUCT – the end result of the production process, is sold on the market to
satisfy needs of customers.
valuable
quality
size
design
performance
appearance
packaging, etc…

24.

4Ps in MARKETING/MARKETING MIX
PRICE – the amount paid by customers for a product
a) generates a revenue/ provides a profit
b) cost-plus pricing strategy – the cost of production + distribution +
overheads
c) a profit mark-up (is added)
d) potential customers should be ready to pay for the product
e) take extra care of the price that competitors’ products are sold at.

25.

4Ps in MARKETING/MARKETING MIX
PLACE - WHERE and HOW a product will be sold
a) the right place
b) the right time
c) in the right quantity
d) correct distribution channels
e) byer behavior
f) the size of the business +costs

26.

4Ps in MARKETING/MARKETING MIX
PROMOTION - the communication process between actual and potential
customers (inform + persuade to buy)
- increases awareness of products
- creates image
- advertising/branding
- direct selling
- sales-promotion offers
- personal selling/ direct mail
- trade fairs
- sponsorship/ PR

27.

4Ps in MARKETING/MARKETING MIX
PROMOTION
Objectives 1) to improve/create/reinforce a company’s image
2) to launch a new product
3) to increase awareness
4) to remind of an existing product
5) to attract new customers
6) to correct misleading reports

28.

Vocabulary focus / GLOSSARY
to determine
to market
to adjust
to appeal to /to be aimed at
to generate a profit
value/valuable/added value
to generate a revenue
to provide a profit
cost-plus pricing strategy
overheads
a profit mark-up
to take into consideration
products are sold at the price
buyer behaviour
to launch a new product

29.

Vocabulary focus / GLOSSARY
связи с общественностью
спецпредложение/специальная акция
улучшить репутацию/имидж компании
повысить популярность существующего брэнда компании
повысить продажи
достичь нужного кол-ва товара
потребительское поведение
приносить доход компании/обеспечивать получение дохода
ценообразование по принципу «издержки плюс»
рассчитать накладные расходы
надбавка на прибыль
продаваться по конкурентной цене
продукция продаётся на мировом рынке
продукция обращена к потенциальному потребителю
повысить осведомлённость потребителя
внедрить/запустить/представить новый продукт
продукт продается по конкурентоспособной цене
прямые продажи
прямая рассылка
усилить имидж компании
исправить искаженные
сведения/отчеты о компании

30.

4Ps in MARKETING/MARKETING MIX

31.

4Ps in MARKETING/MARKETING MIX
Case Study Reading & Analysis
"EcoFresh is a new Moscow-based brand selling organic juices. Their Product
is fresh, natural juices in eco-friendly bottles. Price is high (200₽ per bottle) to
show premium quality. Place is limited to 5 health food stores and their
website. Promotion relies on basic flyers and a small Instagram page with 500
followers. Sales are low – customers complain it's too expensive and hard to
find."
Which 4P is the weakest? Why?
Revamp EcoFresh using the 4Ps to boost sales by 50% in 6 months.
Brainstorm 2-3 ideas per 4P
Consider your audience: busy Moscow students and professionals who
value health and convenience.
Use target vocab: target market, competitive pricing, distribution channels,
viral campaign

32.

4Ps in MARKETING/MARKETING MIX
Product
Price
Place
Promotion

33.

4Ps in MARKETING/MARKETING MIX
Example ideas to spark discussion:
Product: Add flavors like beet-ginger for energy boosts.
Price: Introduce 150₽/150₽ loyalty discounts via app.
Place: Partner with delivery apps like Yandex.Eda.
Promotion: TikTok challenges with influencers.

34.

4Ps in MARKETING/MARKETING MIX
Home assignment –
The task spotlights the Price/Product/Place/promotion
element, showing how ______ (the company) uses
dynamic strategies to balance accessibility and premium
positioning.

35. Market Research  

Market Research
The Key Concept:
- Primary data
- Secondary data
- Primary Research Methods
Read the text "Market research".
Answer the following questions:
- What is market research?
- What is the difference between primary and secondary data?
- What are the advantages and disadvantages of field research?
- What are the examples of secondary data?
- What is important to consider before undertaking market research?

36. Market Research Vocabulary focus  

Market Research
Vocabulary focus
• market research (to do/to conduct/to
carry out/to undertake)
• to collect data
• to obtain/gather information+data
• to define a market strategy
• data source
• primary data
• secondary data
• observation
• field research
• time-consuming
desk research
the information is up-to –
date/accurate/ reliable/
relevant/actually
internal/external
to define the research objectives
inexpensive
to rely on
to prejudice
is made up of…

37. Market Research

MARKET RESEARCH • 1) This is the process of collecting, recording and analyzing data about the customers,
competitors and the market.
• 2) Two types of data sources • a) primary data (filed research) – the collection of first - hand data (observations,
surveys, face-to face interview, online questionnaires)
• AIM – data is collected for a company for its own needs
• lots of interviewed people /data should accurately reflect the market
• expensive+ time-consuming option
• b) secondary data (desk research) – collection of data from second-hand sources
• data is obtained from• INTERNAL DATA SOURCES - customer sales records, feedback from customers, monthly
sales trends….

38. Market Research

INTERNAL DATA SOURCES - customer sales records, feedback from
customers, monthly sales trends….
EXTRENAL - government publications (statistics), articles, market
reports
INTERNET – to track silently user behavior/preferences
BEFORE MR – to define the research objectives, to analyse +to interpret
the data +to develop an effective marketing strategy

39. Market Research

Check our vocabulary
1) компания собирает данные из разных источников
2) исследование рынка определяет маркетинговую стратегию компании
3) компания использует различные источники данных
4) полевые исследования предоставляют определенные данные для компании
5) сбор информации из первых рук
6) наблюдение/наблюдать
7) опрос/анкетирование/обследование
8) предоставлять необходимые данные
9) данные отражают ситуацию на валютном рынке (
10) полевые исследования - дорогой и трудоемкий процесс
11) кабинетное исследование
12) информация должна быть – актуальная, точная, надежная, соответствующая
нуждам компании
13) вторичные данные
14) внутренние данные компании
14) показатели продаж компании
15) внешние статистически данные

40. Read Case study and then tackle the exercises that follow.

Carlos Sanchez is a chef who specializes in Spanish cuisine. He has just given up his job in a large
hotel in the capital city. He has always wanted to work for himself and with his savings he has
decided to open his own small restaurant.
Property prices are too high in the capital, so he has moved to a small coastal resort about 100
kilometers from the capital. He has many important decisions to make before he starts trading.
He is not sure whether Spanish cooking will be popular with the locals and the tourists. He is able
to prepare many other types of dishes too. He could open just a restaurant or a take-away too. If
he offers take-away meals he could either serve them in plastic containers suitable for
microwave heating, which are expensive, or in paper trays, which are cheaper.
Carlos has noticed that there are few other restaurants in the area and no take-aways, although
one well-known fast-food chain has recently closed down. There are no other Spanish-based
restaurants. After finding a suitable shop site, Carlos then had to decide whether to decorate it
for younger people’s tastes with loud pop music or in a more sober style with old-style Spanish
music.
Carlos began to plan seriously for his new venture – he had not realized that so many decisions
would need to be taken before he could start cooking!

41. Case Analysis

Learning by thinking vs Learning by Acting
1. Summary (3-5 sentences)
2. The key problem (a 7-8 words sentence)
3. Cast of characters (People; Institutions)
4. Options (Advantages, Disadvantages)
5. Plan of action (Step one; Step two, etc.)

42. Case study questions

1. Would you advise Carlos to do some market research before he
opened his new business? Explain the reasons for your answer.
2. List four areas of marketing research that you would advise Carlos to
undertake.
3. List four sources of secondary research that Carlos could refer to.
4. How useful would secondary research be for Carlos? Explain your
answer.

43. Internet Marketing

How internet marketing changed the world?
1. Before the internet, companies mostly advertised on TV, radio, newspapers,
and billboards. Customers could only see a few brands and had to rely on
shops and salespeople for information
2. Now, almost everything is online: people search for products, read reviews,
compare prices, and buy with a few clicks
3. Companies can target specific groups (for example, young people, business
travelers, or students) with ads on social media, search engines, or apps.
4. Customers are more informed and more powerful in choosing what to buy.
Companies must be visible online, respond quickly, and build trust through
content, reviews, and engagement

44. Internet Marketing

• Searching and comparing
• Watching and reacting to ads
• Writing reviews and creating content
• Customers today search, watch, compare, and share online instead of only
walking into a shop.

45. Which of these services do you use?

Company
How it uses internet marketing
Amazon
Uses paid search ads (Google Ads), product pages,
and email to send offers and discounts.
Nike
Runs Instagram and TikTok ads, works with sport
influencers, and publishes training videos.
Starbucks
Uses its mobile app with loyalty points, push
notifications about special offers, and mobile
ordering.
Netflix
Sends personalized emails and use-based
recommendations (e.g., “You might like…”).
Sephora/Ikea (AR ads)
Uses augmented reality: Sephora lets you “try”
makeup on your phone; Ikea lets you place virtual
furniture in your room.

46. Mini‑discussion

Mini-discussion
Scenario: “You want to buy ………(new sports shoes).
List 3–5 steps they would do online
• search for something
• watch videos
• read reviews
• compare prices /products
• to click on an ad / a link
• a rating (1–5 stars)
• to buy online / to make an online purchase
• to share a post
• to recommend a product
• to follow a brand / an influencer

47. Internet Marketing

Internet marketing (i-marketing) –
1) is used to conduct market research + to promote products/services
2) large companies – social media
3) to study focus groups and consumer panels
GLOSSARY –
a tool for
rely on…
willingly share
knowingly
to be unaware of
to gather information
habit/likes/dislikes
to click on a link
tracking code
to track/store
to reach a wider audience