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Unit information: French for Business and Enterprise in 2020/21

Unit name French for Business and Enterprise
Unit code FREN30047
Credit points 20
Level of study H/6
Teaching block(s) Teaching Block 4 (weeks 1-24)
Unit director Mrs. Vailes
Open unit status Not open




School/department Department of French
Faculty Faculty of Arts


This unit focuses on students’ employability, innovation and entrepreneurship skills through the medium of French.

Particular emphasis will be placed on business planning, product design, market research, marketing and advertising in the specific context of the French business and commercial environment.

Over the course of the unit, students will focus on the following main themes:

1. Understanding business models: what makes an attractive and viable business?

2. Strategic marketing: defining marketing objectives; positioning; branding

3. Operational marketing: the product (when is a product a good product; what is an innovative product; the life cycle of a product); pricing (pricing politics, how to determine a price); distribution (what type of distribution; how to best showcase your product)

4. Communication and advertising: how to create and diffuse your message; different types of media; strategies in planning an advertising campaign.

Through the process of pitching their product in French (outside of class time) to secure funding from a panel of experts, students will have the opportunity to engage with, and receive feedback from, Alumni entrepreneurs.

Intended learning outcomes

On successful completion of the unit, students will demonstrate ability to:

  1. create a business idea for a product or service, showing a high level of awareness of French society and consumer behaviour and based on extensive market research
  2. pitch a creative business idea to a panel of entrepreneurs and/or academics
  3. work effectively as a member of a team and/or show leadership skills
  4. write an executive summary highlighting the main aspects of a business idea
  5. design a marketing and advertising campaign for a product/service
  6. think reflectively and critically about their professional experience

Teaching details

Teaching will be delivered through a combination of synchronous sessions and asynchronous activities, including seminars, lectures, and collaborative as well as self-directed learning opportunities supported by tutor consultation.

Assessment Details

1 x Business plan (50%), testing ILOs 1, 3, 4 and 6.

1 x Business pitch - group presentation (50%), testing ILO's 2, 3, 5 and 6

The mark for the Business pitch - group presentation will combine an element for the group's overall performance and an element based on the linguistic performance of each student.

Reading and References

Stutely, Business plan : Concevoir un business plan efficace (Pearson, 2012)

Frossard, Guceski, Le Tour du Marketing en 12 étapes (Dunod, 2010)

G. Michel, Au coeur de la marque (Dunod, 2009)

Bellenger, Les fondamentaux de la négociation : stratégies et tactiques gagnantes (ESF, 3ème éd., 2011)

Aubert, Diriger et motiver (Ed. d’Organisation,1996)

Eitington, Savoir travailler en groupe (Ed. d’Organisation, 1986)