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Unit information: French for Business and Enterprise in 2018/19

Please note: It is possible that the information shown for future academic years may change due to developments in the relevant academic field. Optional unit availability varies depending on both staffing and student choice.

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 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

1h fortnightly lecture (with the whole cohort) and 1h fortnightly seminar (2 seminar groups)

Assessment Details

1. A 30-minute group pitch (20 minutes presentation + 10 minutes for questions) to include a video advertisement. This assessment accounts for 50% of the final mark and tests ILOs 1-5. Each student is awarded a group mark and an individual mark, equally weighted. The final mark is the average of both individual marks. The group mark will assess: evidence of team work and cohesion between speakers (transitions, for example); quality, structure and cohesion of the pitch; presentation of the business idea; marketing strategy; market and target customer; financial proposition; quality and level of creativity/originality of the advert.

The individual mark will assess: the quality of the performance; communicative strategies to keep the interest of the audience; professionalism and confidence as a public speaker; timing; ability to answer questions

2. A business plan of 1,500 words in French, awarded individually to each team member, accounting for 25% of the final mark and testing ILOs 1-5.

3. A 2,000 word reflective account, accounting for 25% of the final mark and testing ILO 6. The reflective account allows students to think critically and reflectively about the professional experience acquired through the unit, including the skills required for team work, negotiation, problem solving and leadership.

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)