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2011/2012  BA-EOK_MD  Market discourses

English Title
Market discourses

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Bachelor
Duration One Semester
Course Period Autumn
3. semester
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BA in English and Organisational Communication
Course Coordinator
  • Charlotte Werther - Department of International Language Studies and Computational Linquistics
  • Kevin McGovern - Department of International Culture and Communication Studies
Main Category of the Course
  • Language and Intercultural Studies
Last updated on 29 maj 2012
Learning Objectives
The student should be able to:
  • identify, motivate and formulate independently a relevant problem within the course themes
  • gather information relevant to the project’s central aims, and demonstrate an overview, and the ability to structure and relate critically to the information
  • analyse independently the project’s central aims and reach well-founded conclusions using the main concepts and/or theories of the course and subject area
  • demonstrate extensive empirical knowledge of the project’s subject
  • relate the project to other subject areas of the course and engage in dialogue on other concepts from the syllabus
  • structure both written and oral presentations clearly and logically
  • communicate knowledge in fluent, correct and idiomatic English
Individual oral exam with point of departure in a project assignment written in groups of 2-4:
Assessment Oral with Written Assignment
Marking Scale 7-step scale
Censorship Internal examiners
Exam Period Winter Term
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below

The exam is an individual oral examination based on a project written in groups of 2-4 students.
Length of project: 4-6 standard pages per student, not included list of contents and bibliography.
Oral examination: 20 minutes including assessment.

Examination language: English

Re-examination: As the regular examination
It is possible to:
1. Submit the previously written group project without change
2. Submit a new project, either with 1-3 other students or alone. New project topics must be approved by the course coordinator. 

Grading is based on an overall assessment of the project assignment and the performance in the oral exam.

Course Content

The aim of the course is to strengthen students’ abilities to apply critical discourse analysis to social and cultural studies in order to expand their knowledge of market discourses in English-speaking countries. The course presents students with: 1) concepts and tools to analyse the development of discourses in different English-speaking markets with particular emphasis on the link between language use, the structure of argument and interests, and 2) social context and concepts, including power and hegemony, as well as the relevant historical, economic, political and institutional preconditions for such discourses.

Teaching Methods
The course comprises lectures combined with a series of class sessions in which relevant themes and cases are analysed using the theories and concepts that have been introduced. The teaching prepares students to develop proposals for a project in groups towards the end of the course, with the purpose of writing an exam project.
Student Workload
Teaching 20 hours
preparation (including exercises) 55 hours
Writte´n assignments 40 hours
Project 80 hours
Exam, including exam preparation 30 hours
Total 225 hours
Further Information

This course requires that students have followed the courses: Text and text production, and British and American studies


Suggested litterature:

Bitsch Olsen, Poul & Pedersen, Kaare (2008). Problem-Oriented Project Work. Frederiksberg: Roskilde University Press, Chapters 13 to 15
Fairclough, Norman (2001). Language and Power (3rd ed.).London and New York: Routledge.
Flyvbjerg, Bent (2001). Making Social Science Matter. Why social inquiry fails and how it can succeed again. Cambridge: Cambridge University Press
Joseph, John E. (2006). Language and Politics. Edinburgh: Edinburgh University Press
Montgomery, Martin (2008). An Introduction to Language and Society. London and New York: Routledge
Phillips, Louise & Jørgensen, Marianne W. (2002). Discourse Analysis as Theory and Method. London: Sage