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Marketing

What is marketing theory?

Some of the most common marketing models include the Segmentation, Targeting and Positioning process, which focuses on generating value for an organisation through delivering relevant products, services and communications to the customer, the Unique Selling Proposition (USP), when brands make it clear to potential buyers why they are different and better than the competition, and the Brand Positioning Map, which is when a brand visualises its customer perception against its competitors (Chaffey, 2022). Nevertheless, of all the marketing theories past and present, the marketing mix tool, the PESTLE framework, and Porter’s 5 Forces are often the most discussed.

Digital marketing, also called online marketing, is brand promotion through the internet and other types of digital communication. This includes a range of strategies from Search Engine Optimisation (SEO), Pay-per-click (PPC) advertising, email and social media campaigns, influencer and affiliate marketing. 

The reading text focuses on Marketing Theories and the listening text focuses on Digital Marketing Strategies.

Reading Skills

Marketing Theories

By A. Watson (2022)

Although there is some debate as to when marketing first emerged, what is undeniable is the sheer number of marketing models that continue to exist today. Some of the most common marketing models include the Segmentation, Targeting and Positioning process, which focuses on generating value for an organisation through delivering relevant products, services and communications to the customer, the Unique Selling Proposition (USP), when brands make it clear to potential buyers why they are different and better than the competition, and the Brand Positioning Map, which is when a brand visualises its customer perception against its competitors (Chaffey, 2022). Nevertheless, of all the marketing theories past and present, the marketing mix tool, the PESTLE framework, and Porter’s 5 Forces are often the most discussed.

The marketing mix tool, first known as the 4 Ps, referring to product, price, place, and promotion, was created in the 1960s, when the majority of businesses were more focused on selling physical products, rather than services (Hanlon, 2022). Since the 1980s, it was extended to 7, with the inclusion of people, physical evidence and processes in order to reflect the emergence of service-oriented businesses and the emphasis on customer service, as a result of increased consumer power and competition (Brooks, 2022). Most experts agree that there are benefits to the marketing mix tool. On the one hand, Brooks (2022) claims that as the practical framework outlines every aspect of marketing, it can be the backbone for many business models. Hanlon (2022) further explains that the tool helps to define and evaluate the key issues that could affect the marketing of its products and services, review competitive strategies and set objectives, most notably for small businesses. On the other hand, Brooks (2022) also argues that both the 4 and 7 Ps lack any reference to market research. Instead, a combination of the 7 Ps and the 4 Cs: customer needs, cost…

This is just a part of the 1000 word text – Buy the download below for the whole text.

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Reading Test: Marketing Theories [new 2022]

This 1000-word text looks at the three most common marketing models: the marketing mix (7ps), the PESTLE model and Porter’s 5 forces.  It evaluates the advantages and disadvantages of each model and questions their relevancy in today’s market . The reading test includes: matching headings to paragraphs; true, false, not given; open answer questions;  citations; reference words and a vocabulary task. (Example) Level ***** [B1/B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Writing Summary: Marketing Theories [new 2022]

This 1000-word text looks at the three most common marketing models: the marketing mix (7ps), the PESTLE model and Porter’s 5 forces.  It evaluates the advantages and disadvantages of each model and questions their relevancy in today’s market. The summary task includes: note-taking worksheet with key, summary writing exercise with one sample summary, and a critical thinking worksheet with suggested answers(Example) Level ***** [B1/B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP 

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Listening Skills 

Video Example

A 1 minute example of the 10.30 minute lecture

 

Digital Marketing Strategies [lecture transcript]

By Academic English UK

The marketing industry, as with so many others, has evolved considerably since the turn of the 21st century. In a world with a population of 7.7 billion, of which almost 4.5 billion are active online, it is no surprise that, according to Marketing Evolution (2022), almost a third of consumers use social media to connect with brands. Thus, marketing strategies continuously need to adapt to the digital age in which we live, of which affiliate and influencer marketing are considered to be the two most prevalent digital marketing tools at present, and this is the theme of my lecture today. I’ll start by discussing the digital marketing initiatives and I’ll be looking in particular at search engine optimization, pay-per-click, email campaigns and social media. I’ll then provide an overview of affiliate marketing before moving on to look at influencer marketing. This talk will finally conclude with a short evaluation.

Let’s start with my first point: digital marketing initiatives. These initiatives encompass anything from websites and emails to blogs and applications in order to increase brand awareness as well as boost sales. According to Marketing Evolution (2022), building an cohesive and customer-oriented online community which represents the organisation across several platforms can benefit the company through ongoing engagement, increased brand loyalty, higher customer retention, and thus, a more generous return on investment (ROI). As Kirk (2022) points out, since 2022, third-party cookies have begun to be phased out by some of the world’s most popular web browsers, which has meant that companies can no longer track website visitors’ behaviour and collect data for creating user profiles or targeted advertising. Thus, marketing ploys such as search engine optimisation (SEO), pay-per-click (PPC), email campaigns and social media have all replaced this controversial method, and with considerable advantages.

With regard to SEO and PPC, both of these processes can allow a company to appear at the beginning of a list of search results, meaning that organic traffic, that is to say visitors who land on a website as a result of SEO, could eventually become direct traffic, as they are likely to search directly for the name of an organisation they have seen before. In terms of SEO, when a company uses this form of marketing, new customers can be reached without contributing funds to an advertising budget and once the content is created, the results are long lasting. However, the drawbacks are the ever-changing Google algorithms and the time it takes to see an increase in traffic. With PPC, the organization has complete control over the key words, budgets and placement of advertisements and the results are immediate. However, constant investment is required to ensure….

This is just a part of the 1278 word text – Buy the download below for the whole text.

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Listening Test: Digital Marketing Strategies [new 2022]

This short lecture talks about marketing strategies. It looks at how companies build brand awareness and customer retention through SEO building, PPC advertising, email and social media campaigns, influencer and affiliate marketing strategies. The listening test includes: gap fill completion; true, false, not given; multiple choice; open answer questions and a gap fill summary. (Example) Level ***** [B2/C1] / Video [10.30]MP3 / PPT link in download / TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Digital Marketing Lesson Book [new 2022]

Marketing Lesson PDF Book

AMAZING VALUE – Four lessons in one book: reading test, reading to writing summary writing, listening test & speaking seminar. Example TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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More Reading Tests [All new for 2022]

Air Pollution

Reading Test: Air Pollution [new 2022]

This 756-word text explains how ambient air pollution is a serious environmental health problem around the world. It talks about how air pollution is measured, the causes and effects of air pollution and the current measures that are being implemented to reduce air pollution. The reading test includes: matching headings to paragraphs; true, false, not given; open answer questions; summary identification exercise; reference words and a vocabulary task. (Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

Reading & Summary Writing Lesson: Air Pollution (new 2022)

This 756-word text explains how ambient air pollution is a serious environmental health problem around the world. It talks about how air pollution is measured, the causes and effects of air pollution and the current measures that are being implemented to reduce air pollution. The summary task includes: note-taking worksheet with key, summary writing exercise with one sample summary, and a critical thinking worksheet with suggested answers(Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP 

 Listening Test: Air Pollution [new 2022]

This short 10:50 lecture introduces the global cost of air pollution. It talks about the most polluted cities around the world, it explains how much air pollution costs developing countries and it puts forward measures to decrease air pollution at a global, national and individual level. The listening test includes: open answer questions; true, false, not given; multiple choice; and a gap fill summary. (ExampleLevel ***** [B2/C1]  / Video [10.50]MP3 / PPT link in download / TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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 Seminar Speaking: Air Pollution [new 2022]

This is a speaking seminar sheet that provides a range of questions for students to discuss together after they have done the reading and listening texts. The seminar provides students with an opportunity to discuss the content, share their opinions and build confidence in speaking. Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Buy Now, Pay Later

Reading Test: Buy Now, Pay Later [new 2022]

This 793-word text defines Buy Now, Pay Later (BNPL), it talks about the users and the providers of the platform, it explains the benefits and the drawbacks of BNPL and it looks at what can be done to improve this way of purchasing products. The reading test includes: matching headings to paragraphs; true, false, not given; open answer questions; summary identification exercise; reference words and a vocabulary task. (Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

Reading & Summary Writing Lesson: Buy Now, Pay Later (new 2022)

This 793-word text defines Buy Now, Pay Later (BNPL), it talks about the users and the providers of the platform, it explains the benefits and the drawbacks of BNPL and it looks at what can be done to improve this way of purchasing products. The summary task includes: note-taking worksheet with key, summary writing exercise with one sample summary, and a critical thinking worksheet with suggested answers(Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP 

 Listening Test: Buy Now Pay Later [new 2022]

This short lecture defines Buy Now, Pay Later (BNPL), discusses the market share of different countries, introduces Klarna the largest provider of BNPL, explains why Klarna is so successful and looks at the issues with BNPL using Klarna as an example. The listening test includes: open answer questions; true, false, not given; multiple choice; and a gap fill summary. (ExampleLevel ***** [B2/C1]  / Video [10.14]MP3 / PPT link in download / TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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 Seminar Speaking: Buy Now Pay Later [new 2022]

This is a speaking seminar sheet that provides a range of questions for students to discuss together after they have done the reading and listening texts. The seminar provides students with an opportunity to discuss the content, share their opinions and build confidence in speaking. Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Global Debt

Reading Test: Global Debt [new 2022]

This 775-word text defines global debt, explains how to measure global debt and compares the level of debt in some countries. It talks about the difference between emerging markets and advanced economies in terms of debt, it discusses the reasons for the current debt issues and it compares past and present financial crises. The reading test includes: matching headings to paragraphs; true, false, not given; open answer questions; summary identification exercise; reference words and a vocabulary task. (Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

Reading & Summary Writing Lesson: Global Debt (new 2022)

This 775-word text defines global debt, explains how to measure global debt and compares the level of debt in some countries. It talks about the difference between emerging markets and advanced economies in terms of debt, it discusses the reasons for the current debt issues and it compares past and present financial crises. The summary task includes: note-taking worksheet with key, summary writing exercise with one sample summary, and a critical thinking worksheet with suggested answers(Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP 

 Listening Test: Global Debt [new 2022]

This short 10:51 lecture defines global debt, looks at the current trends regarding debt and explains how global borrowing works. It discusses why global borrowing has increased, puts forward some reasons why debt could be sustainable and looks at what’s happening with inflation. The listening test includes: open answer questions; true, false, not given; multiple choice; and a gap fill summary. (ExampleLevel ***** [B2/C1]  / Video [10.51]MP3 / PPT link in download / TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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 Seminar Speaking: Global Debt [new 2022]

This is a speaking seminar sheet that provides a range of questions for students to discuss together after they have done the reading and listening texts. The seminar provides students with an opportunity to discuss the content, share their opinions and build confidence in speaking. Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Microchips

Reading Test: The microchip crisis [new 2022]

This 773-word text discusses the current microchip shortage. It looks at the cause and effects of this crisis, it talks about the world’s reliance on the largest two manufacturers, and it puts forward solutions to mitigate this issue. The reading test includes: matching headings to paragraphs; true, false, not given; open answer questions; summary identification exercise; reference words and a vocabulary task. (Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

Reading & Summary Writing Lesson: The microchip crisis (new 2022)

This 773-word text discusses the current microchip shortage. It looks at the cause and effects of this crisis, it talks about the world’s reliance on the largest two manufacturers, and it puts forward solutions to mitigate this issue. The summary task includes: note-taking worksheet with key, summary writing exercise with one sample summary, and a critical thinking worksheet with suggested answers(Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP 

 Listening test: The global microchip crisis [new 2022]

This short lecture explains why there is a global shortage of microchips. It talks about why silicon is used to manufacture microchips, the challenge of producing microchips, the costs involved in production, and the profits the largest manufacturers need to make. The listening test includes: open answer questions; true, false, not given; multiple choice; and a gap fill summary. (ExampleLevel ***** [B2/C1]  / Video [7.14]MP3 / PPT link in download / TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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 Seminar Speaking: The global microchip crisis [new 2022]

This is a speaking seminar sheet that provides a range of questions for students to discuss together after they have done the reading and listening texts. The seminar provides students with an opportunity to discuss the content, share their opinions and build confidence in speaking. Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Primark

Reading Test: Primark: a case study [new 2022]

This 760-word text explains how Primark’s business model has led to it becoming a very successful business. It talks about Primark’s plans for expansion, it puts forward the reasons why Primark does not sell its products online and it explains how Primark intends to move towards more sustainable and ethical practices. The reading test includes: matching headings to paragraphs; true, false, not given; open answer questions; reference words and a vocabulary task. (Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

Reading & Summary Writing Lesson: Primark (new 2022)

This 760-word text explains how Primark’s business model has led to it becoming a very successful business. It talks about Primark’s plans for expansion, it puts forward the reasons why Primark does not sell its products online and it explains how Primark intends to move towards more sustainable and ethical practices. The summary task includes: note-taking worksheet with key, summary writing exercise with two sample summaries, and a critical thinking worksheet with suggested answers. (Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP 

 Listening test: How ethical is Primark? [new 2022]

This short 07.25 lecture introduces the concept of fast fashion, it explains how Primark can buy and sell its garments so cheaply, it looks at Primark’s labour conditions and garment workers’ rights, and it discusses Primark’s carbon footprint. The listening test includes: open answer questions; multiple choice; true, false, not given and a gap fill summary. (ExampleLevel ***** [B2/C1]  / Video [7.25]MP3 / PPT link in download / TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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 Seminar Speaking: Primark [new 2022]

This is a speaking seminar sheet that provides a range of questions for students to discuss together after they have done the reading and listening texts. The seminar provides students with an opportunity to discuss the content, share their opinions and build confidence in speaking. Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Aviation Decarbonisation

Reading Test - Aviation Decarbonisation: Sustainable Aviation Fuel (SAF) [new 2022]

This 788-word text looks at the environmental impact of aviation. It talks about sustainable aviation fuel (SAF) as an alternative to conventional jet fuel, it explains how SAF is produced and it discusses the issues that have been raised with SAF. The reading test includes: matching headings to paragraphs; true, false, not given; open answer questions; summary identification exercise; reference words and a vocabulary task. (Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

 Writing Summary - Aviation Decarbonisation: Sustainable Aviation Fuel [new 2022]

This 788-word text looks at the environmental impact of aviation. It talks about sustainable aviation fuel (SAF) as an alternative to conventional jet fuel, it explains how SAF is produced and it discusses the issues that have been raised with SAF. The summary task includes: note-taking worksheet with key, summary writing exercise with one sample summary, and a critical thinking worksheet with suggested answers(Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP 

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Listening Test - Aviation Decarbonisation: Hydrogen Planes [new 2022]

This short lecture talks about aviation decarbonisation. It looks at the connection between aviation and global average temperatures, it explains how hydrogen is a solution to reduce COemissions, it discusses the processing of hydrogen and how it would work in reality, and it examines the challenges of hydrogen-powered planes. The listening test includes: open answer questions; true, false, not given; multiple choice; and a gap fill summary. (Example) Level ***** [B2/C1] / Video [10.25]MP3 / PPT link in download / TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Seminar Speaking: Aviation Decarbonisation [new 2022]

This is a speaking seminar sheet that provides a range of questions for students to discuss together after they have done the reading and listening texts. The seminar provides students with an opportunity to discuss the content, share their opinions and build confidence in speaking. Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Aviation Decarbonisation Lesson PDF Book

 

AMAZING VALUE - Four lessons in one book: reading test, reading to writing summary writing, listening test & speaking seminar. Example TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

 

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Digital Marketing

Reading Test: Marketing Theories [new 2022]

This 1000-word text looks at the three most common marketing models: the marketing mix (7ps), the PESTLE model and Porter's 5 forces.  It evaluates the advantages and disadvantages of each model and questions their relevancy in today's market . The reading test includes: matching headings to paragraphs; true, false, not given; open answer questions;  citations; reference words and a vocabulary task. (Example) Level ***** [B1/B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

MEMBERS ONLY

Writing Summary: Marketing Theories [new 2022]

This 1000-word text looks at the three most common marketing models: the marketing mix (7ps), the PESTLE model and Porter's 5 forces.  It evaluates the advantages and disadvantages of each model and questions their relevancy in today's market. The summary task includes: note-taking worksheet with key, summary writing exercise with one sample summary, and a critical thinking worksheet with suggested answers(Example) Level ***** [B1/B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP 

MEMBERS ONLY

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Listening Test: Digital Marketing Strategies [new 2022]

This short lecture talks about marketing strategies. It looks at how companies build brand awareness and customer retention through SEO building, PPC advertising, email and social media campaigns, influencer and affiliate marketing strategies. The listening test includes: gap fill completion; true, false, not given; multiple choice; open answer questions and a gap fill summary. (Example) Level ***** [B2/C1] / Video [10.30]MP3 / PPT link in download / TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

MEMBERS ONLY

Seminar Speaking: Digital Marketing [new 2022]

This is a speaking seminar sheet that provides a range of questions for students to discuss together after they have done the reading and listening texts. The seminar provides students with an opportunity to discuss the content, share their opinions and build confidence in speaking. Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

Download

 

Marketing Lesson PDF Book

AMAZING VALUE - Four lessons in one book: reading test, reading to writing summary writing, listening test & speaking seminar. Example TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Behavioural Economics

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Reading Test: Behavioural Economics [new 2022]

This 773-word text discusses behavioural economics. It provides a definition of the key term, it analyses how different this type of economics is from classical economics, it looks at nudge theory along with examples of successful nudges and criticisms of the theory and it ends by considering how society can benefit through both types of economics.  The reading test includes: matching headings to paragraphs; true, false, not given; reference words; open answer questions; citations; and a vocabulary task. (Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Writing Summary: Behavioural Economics [new 2022]

This 773-word text discusses behavioural economics. It provides a definition of the key term, it analyses how different this type of economics is from classical economics, it looks at nudge theory along with examples of successful nudges and criticisms of the theory and it ends by considering how society can benefit through both types of economics. The summary task includes: note-taking worksheet with key, summary writing exercise with one sample summary, and a critical thinking worksheet with suggested answers(Example) Level ***** [B2/C1] TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Listening Test: Behavioural Economics [new 2022]

This 10-minute lecture talks about how behavioural economics impacts government policy. It defines behavioural economics and nudge theory, it analyses the different types of nudges, it puts forward some successful examples of nudge theory before looking at some of the criticisms of the theory, and it ends with a brief summary. The listening test includes: open answer questions; gap fill summary; true, false, not given; a matching exercise; a gap fill completion activity; and a summary identification task. (Example) Level ***** [B2/C1] / Video [10.00]MP3 / PPT link in download / TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Seminar Speaking: Behavioural Economics [new 2022]

This is a speaking seminar sheet that provides a range of questions for students to discuss together after they have done the reading and listening texts. The seminar provides students with an opportunity to discuss the content, share their opinions and build confidence in speaking. Level ***** [B2/C1]  TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

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Behavioural Economics PDF Book

AMAZING VALUE - Four lessons in one book: reading test, reading to writing summary writing, listening test & speaking seminar. Example TEACHER MEMBERSHIP / INSTITUTIONAL MEMBERSHIP

 

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