Digital Media in ESP Instruction for Marketing Communication

Abstract

Digitální média ve výuce angličtiny pro speci ické účely zaměřené na marketingovou komunikaci S tepánka Hronová, Ladislava KnihovaÁ bstract: Digital media have profoundly changed our lifestyles especially in ways we communicate and consume information while video-on-demand and other video formats are taking the lead. As a result, also students' preferences related to the content and formats of study materials are changing in a dramatic way. Almost every day, not only foreign language teachers can observe how incredibly quickly technologies used in instruction are changing and their own teaching materials are becoming obsolete after signi icantly shorter time periods compared to the situation several years ago. The aim of this paper is to examine and critically evaluate the existing opportunities for English teachers to incorporate video formats into their portfolio of teaching methods as well as use them effectively in the process of updating their own teaching materials. Due to the fact that creative ideas for methodological application of video formats are fully transferable into almost any kind of study programmes, the paper is complemented by a lesson plan based on the Bring your own device (BYOD) approach and the use of the mobile app iMovie. Further, within the frame of microlearning, the article presents a way of using off-the-shelf videos with technical content as part of interactive presentations prepared and presented by students in ESP classes and also in other specialized subjects. Selected results of the empirical research into the managerial attitudes towards incorporating video formats into corporate training enhance the importance of acquiring innovative skills in the context of foreign language learning already during university studies.

Upskilling and Reskilling in Improving Competence of Competitive Human Resources in the Era of Digital Economy

“…The results of research studies found that SMEs need to utilize IT (Olatokun and Kebonye, 2010), but Capri (2020) utilizes IT requires proper alignment with other business aspects of the organization SMEs can benefit from various sources, with stakeholders who can contribute to success in increasing the dynamics of the entrepreneurial ecosystem. (Knihová and Hronová, 2019). Another topic that emerged from this research is the need for exemplary leadership and stakeholders, the need for effective leadership, not only as a facilitator, but as a fair and consistent law enforcer and regulator.…”

Exploring Potentials and Challenges of Microlearning in Esp and Esp Materials Design: A Systematic Review

“…Finally, microlearning facilitates establishing a learning community, promoting collaboration and interaction among learners, further enhancing the learner-led approach (Zhu, 2018). (Hronová & Knihová, 2020) also adds that peer-to-peer can engage students more in the learning process.…”

“…- ------------------------------------------------------------------------------------------------------------------------------------ Integrating microlearning with the new level of automatization and customization has dramatically facilitated the identification of relevant content on the web (Hronová & Knihová, 2020). These features utilize advanced algorithms and intelligent systems to analyze user preferences and contextual information, providing personalized and tailored learning materials.…”

“…Caroline et al ( 2023) ------------------------------------------------------------------------------------------------------------------------------------- When examining the challenge of microlearning in terms of technology barriers, it becomes evident that the implementation of audio-visual resources faces significant obstacles. According to the study (Hronová & Knihová, 2020), the main hurdles were inadequate equipment and insufficient computer literacy among teachers. These barriers hindered the effective integration of technology in microlearning approaches within an academic setting.…”

“…Moreover, implementing microlearning and integrating new technological advancements into the learning environment has potential pitfalls (Hronová & Knihová, 2020). These pitfalls may include technical issues, learner resistance, and the need for adequate training and support for both teachers and students.…”