1. Overview of the project © Crown copyright 2011, Department for Education These materials have been designed to be reproduced for internal circulation, research and teaching or training purposes. They can be reproduced for free provided that this material is acknowledged as Crown copyright, reproduced accurately and not used in a misleading context. Adaptation of these materials for other languages is permissible, providing the original source is acknowledged. LinkedUp project: The language of business

2. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. The project To create new, cutting edge, interactive teaching and learning resources To combine vocational language learning with business studies To give business students the opportunity to develop both their language and business skills To offer students the opportunity to meet a range of businesses in which to use their language skills

3. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. The partners Anna Motzo, Project Leader, City of Westminster College Julian Linathan, School Partner, Kingsford Community College Renata Giacobazzi, Managing Director, Giacobazzi’s Deli David Rogers, Marketing Director, Lavazza UK Luisa Vogliolo-Welch, Managing Director, I- communications

4. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. The students Language students who are currently enrolled on a business course

5. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Activity 1 The Power of Culture Louisa Vogliolo-Welch, at City of Westminster College, gave a lecture on the Power of Culture Mrs Vogliolo-Welch offered an in-depth analysis on the value of copy in an advertising campaign and on the problems with literal translation The PR expert

6. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Activity 2 In un negozio di Alimentari CWC students spent one day at Giacobazzi’s Deli, a specialist Italian Delicatessen, doing work experience. The day was a real success as students had the chance to be involved in different aspects of running a small business and also to practise their language skills as instructions were given in Italian CWC students on a work experience in an Italian deli shop

7. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Activity 3 The Language of coffee Both institutions visited Lavazza’s UK Head office Students were offered hands-on coffee making training sessions They took part in a focus group, led by Lavazza’s Marketing Director, David Rogers, on how coffee could appeal to young customers David Rogers gave them a task: to produce a new Lavazza advertising campaign to target teenagers The Marketing expert

8. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Some students’ sample of work...

9. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Winner of the “make a pitch” competition Logo courtesy of Lavazza www.lavazza.comwww.lavazza.com

10. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Research framework

11. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Students' explanation for their choice

12. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Slogan

13. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. 2 nd classified

14. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Research framework

15. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Student’s explanation and slogan

16. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Student’s explanation and slogan

17. © Crown copyright 2011, Department for Education. This resource has been created through the LinkedUp Award Scheme. Project’s outcomes Students enjoyed the variety of activities Their enthusiasm for learning a second language has definitely increased The partnership with the businesses involved has been extremely fruitful The project will be a pilot to create brand new course material for an “Italian with business” course It has been a real success!