Slide 1 Welcome to this presentation about

Professional English in Use

Professional English in Use
Management Management.
Arthur McKeown and Ros Wright
It is part of a self-study series from
Cambridge University Press, 2011
Cambridge University Press that
TESOL France
Paris includes key vocabulary in medicine
6 November 2011
and law.
My name is Arthur McKeown, one of
the co-authors.

Slide 2 The Concept

The book contains forty 2-page units.
• Texts
Each unit has:
• Texts to contextualise key
vocabulary
• Exercises
• Exercises to practise the
vocabulary
• “Over to You” tasks
• “Over to You” tasks to relate the
vocabulary to a student’s own
experience.

Slide 3 Product Description

The book has seven sections, each
with five or six double page units in
• Management in context
• Innovation important areas of management.
• Marketing Each unit presents key vocabulary on
• Operations
• People the left-hand page and exercises on
• Finance the facing right-hand page.
• Strategy and change
Slide 4 Customers / Consumers
Likely users of the book are those
MBA and Masters in Management
who are thinking about studying
• Those who are thinking about it management and need help with the
• Pre-sessional
specialist vocabulary.
• In-sessional
The book can also provide self-study
support just before or during the
academic year.

Slide 5 Market Research

The publishers had already identified
• Internal
a potential opportunity in the market
for this title.
Their sales teams had carried out a
• Secondary
survey to identify the features that
would be attractive to potential
• Primary
purchasers and users of the material.

Slide 6 Genesis
The project began with a conversation
I had with a former colleague.
She had completed the Law book in
this series and had been asked by the
Cambridge for a proposal for a similar
Ros Wright
book about the vocabulary of
Coauthor of
Professional English in Use management.
Management
Slide 7 Development Process
We had to prepare a proposal to
• Proposal
outline the likely content and
sequence in which the different units
would appear and some sample units.
• Prototype / Sample
material Some changes were made by the
editorial committee and then we
• Production started production.

Slide 8 Product Development

The first draft was then reviewed by
• First draft
staff in several universities who made
some comments and suggestions.
We also had to work with a designer
• Amendments, as
required, and illustrations to incorporate some visual material to
enhance the overall layout of the
• Enhancements book.

Slide 9 The 3 Michaels

Our approach drew on work done by
people such as Michael West and his
General Service Wordlist, Michael
Lewis’s lexical approach and Michael
McCarthy’s work to provide practice
Michael Lewis
Michael West
material on different types of
Michael McCarthy vocabulary.
Slide 10 Using Corpora
We analysed texts to identify key
• Key vocabulary
terms in management English, their
• Word families word families (for example, to
– to manage
– management
manage, management, manager) and
– manager their collocations: (for example,
• Collocations
– management role
management role, management style,
– management style financial management).
– financial management

Slide 11 Complementers
We have been able to identify several
valuable self-study books that can be
recommended for student use when
they complete our book.
These focus on academic vocabulary,
collocations and business vocabulary.

Slide 12 Competition
There are of course other books from
different publisherswhich focus on
the language, especially grammar and
vocabulary, used in business and
management, especially to develop
communication skills.
Slide 13 Unique Selling Point
What makes our book unique is the
• Researched
focus on the results of careful
research into the language, especially
• Relevant
the vocabulary, that a student will
• Recent encounter in management modules.
And we have tried hard to use
contexts that are relevant and recent.

Slide 14 Some Problems

It can be difficult to describe
important management concepts in
• Constraints
less than 200 words and to embed
relevant vocabulary.
• Challenges But we had a talented editor who
could make suggestions and provide
• Solutions solutions.

Slide 15 Pricing
We were not involved in the pricing
decisions set for this project. The
publisher already has time-tested
The future of publishing procedures for this.
- since 1584
That said, their director of innovation
is considering an app to attract
additional users.
Eric Baber
Slide 16 Promotion
The publisher has a large sales team
in most parts of the world.
• Sales team
Ros and I can attend conferences and
• Conferences and workshop days for teachers.
teacher days
We can also make some use of
• Online and social teacher and learner support areas on
media
the web.

Slide 17 Place / Distribution

The book has started to appear in
• Bookshops
academic bookshops locally,
nationally and internationally.
• Online
It is also available for purchase on the
Cambridge website as well as in
online bookshops such as Eason and
Amazon.

Slide 18 Further Developments

There are opportunities to develop
audio activities that can be made
available through english360.
I may create another publishing
proposal based on collaborative
Bernie Dodge
WebQuests, a concept developed by
Bernie Dodge.
Slide 19 Challenges for the Future
Certificate in
Professional English for Managers
And an opportunity has emerged to
create a Certificate in Professional
English for Managers, to be offered by
the University of Ulster.
This is another example of innovation
at work in the Business Institute.

Slide 20 Conclusion
In conclusion: I hope I have been able
• The product
to give you some understanding of
the product of this project, the
• The process
process involved in making it happen
• The problems – and and some solutions for problems
their solutions
encountered.
I will be happy to answer questions.
Thank you.