volume 6, issue 2, P201-216 2020
DOI: 10.33919/esnbu.20.2.2
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Abstract: The article considers the opportunity to enhance student motivation in the acquisition of English for specific purposes by increasing the level of learner engagement. The authors propose to use an interdisciplinary approach by applying tools that have been approved in marketing theory and practice for the management of consumer involvement in the purchasing process and adapting them to teaching ESP to increase course effectiveness. Marketing literature analysis reveals two important points. The first one is th…

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