Teaching english to marketing students: bridging the gap between academic and real-world skills

The marketing sector has been experiencing substantial changes due to the constant need to adjust to apace-evolving markets and demands. Digital development takes on an important role in this scenario, which may not be echoing in marketing education. Thus, there is an increasing discussion surrounding the skills required of marketing graduates in the current educational and professional set. Given that English proficiency is ranked as crucial by stakeholders, and it seems not to translate into many Portuguese marketing programs, the goal of this chapter is to provide a holistic view over the state of the art on the match/gap between the language skills developed in marketing programs and those expected from practitioners and marketing professionals in the 21st century. The results of the content analysis showed that (in)formal communication in English, namely through emails, instant messaging, and social media, should be recognized as a core competence within the marketing curriculum.publishe

Designing for blind users: guidelines for developing mobile apps for supporting navigation of blind people on public transports

This chapter covers the guidelines developers should follow when creating to support visually impaired people in their use of public transports. Technology has evolved in a remarkable fashion, mobile applications being the perfect example of a resource that has been solving problems for a vast array of users, including visually impaired people. These apps hold tremendous potential seeing as they present an accessible, multi-functioned, and cost-effective solution to the mobility issues impacting visually impaired people. In order to identify the best practices in the development of these apps, one should focus on the particularities, limitations, and concerns of visually impaired people regarding their mobility, orientation, and navigation on public transports. It's equally important to understand the existing technology and how these users interact with it, so that we can optimize the user experience, the accessibility, and usability in future endeavors.info:eu-repo/semantics/publishedVersio