Selection of the material for building English language competence in professionally oriented communication of prospective marketers

Abstract

The article deals with the selection of the material for building English language competence in professionally oriented communication of prospective marketers. The selection of the material was performed with due account of functions and duties of marketers, communicative situations of their professionally oriented communication, linguopragmatic features of oral discourse. It has been established that monologue-presentation and dialogues with audience before and after presentation are dominant forms of marketers’ professionally oriented communication. The selection unit of learning material with a receptive aim are authentic texts in the form of monologues-presentations of different kinds and types as well as dialogues with the audience, the subject of which is the discussion of goods and services, presentation of projects and business plans. It has been proved that while selecting text-monologues in the form of presentations and dialogues it is advisable to rely on the following criteria: authenticity; professional orientation; exemplarity as the ability of the text to perform an auxiliary function while producing own utterances by students; correlation of types of texts with kinds and types of presentations that are used in the field of marketing; reflection of dominant communicative strategies in sample-dialogues; subject matter; topicality of information; compliance with the level of development of English professionally communicative competence.In the process of selection of lexical units, it is expedient to follow next criteria: connectivity; semantic value; stylistic matching; correspondence of volume of lexical units to acquisition abilities during the period of study; usage frequency of lexical units. In the process of selection of grammatical structures it is expedient to follow next criteria: functional significance of grammatical constructions, usage frequency of grammatical constructions, connectivity that involves explanation of grammatical phenomena through the semantics of the corresponding collocation; exemplarity as the ability of a grammatical construction to perform a reference-auxiliary function for producing similar utterances; correspondence of material volume to acquisition abilities during the period of study, step-by-step and sequential mastering of appropriate grammatical constructions by the students.