INGLÉS DE ESPECIALIDAD

Expresiones, esquemas léxicos y gramaticales en

idioma inglés
 INGLÉS DE ESPECIALIDAD

Expresiones, esquemas léxicos y gramaticales en

idioma inglés
 ESCUELA DE ADMINSTRACIÓN

Coordinación Área de Especialidad Inglés:

Susana Baeza Gallegos.

ELABORACIÓN

Experto disciplinar: Ariana Salinas C

Diseñadora instruccional: Liliana Vasallo O

Jefa de Diseño Instruccional: Alejandra San Juan Reyes.

DISEÑO DOCUMENTO

IGESCON
Tabla de contenidos
Aprendizaje esperado de la semana ............................................................................................ 5
1. Job Profile? ......................................................................................................................... 5
1.1. Responsibilities ................................................................................................................. 5
1.2. Experience ....................................................................................................................... 5
1.3. Skills ................................................................................................................................ 6
1.4. Education and Credentials ................................................................................................. 6
1.5. Pay Grade ....................................................................................................................... 6
1.6. Report Levels .................................................................................................................... 7
2. Recruitment Process .............................................................................................................. 8
2.1. Recruitment Planning: ........................................................................................................ 9
2.2. Strategy Development: ...................................................................................................... 9
2.3. Searching: ........................................................................................................................ 9
2.4. Screening: ...................................................................................................................... 10
2.5. Evaluation and Control: ................................................................................................... 10
3. Employment Contract ......................................................................................................... 11
4. Digital Marketing ............................................................................................................... 13
4.1 Digital Marketing Assets ................................................................................................... 13
4.2. Digital Marketing Strategies ............................................................................................ 14
4.3. Pay-Per-Click Advertising ................................................................................................. 14
4.4. Paid Search Advertising .................................................................................................. 14
4.5. Search Engine Optimization (SEO) .................................................................................. 14
4.6. Paid Social Media Advertising ......................................................................................... 15
4.7. Social Media Marketing .................................................................................................. 15
4,8. Conversion Rate Optimization (CRO) ............................................................................... 15
4.9. Content Marketing .......................................................................................................... 15
4.10. Native Advertising ........................................................................................................ 15
4.11. Email Marketing ........................................................................................................... 16
4.11. Affiliate Marketing ........................................................................................................ 16
5.0. What is Ecommerce? ....................................................................................................... 16
Referencias bibliográficas..................................................................................................... 20
Aprendizaje esperado de la semana

Utilizan expresiones, léxico variado, esquemas gramaticales y tecnicismos

referidos al contexto de especialidad en la redacción de documentos formales
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1. Job Profile?

A job profile, or job description, is a tool used by human resources professionals

to fully describe the functions associated with individual employment roles. It
also outlines the educational criteria and qualifications required for a position. A
job profile can help HR managers screen job applicants and assess resumes. A
profile can also help job applicants conduct a self-evaluation to assess if they
meet the criteria necessary for employment.

1.1. Responsibilities

A job profile details the specific responsibilities associated with an employment

role. This can include daily individual tasks and responsibilities as well as long-
term or ongoing group or departmental projects. If a position oversees other
employees, the job profile will describe the associated managerial
responsibilities as well.

1.2. Experience

Typically, a job profile will describe the type of experience required for a position.
It may be very specific, such as, “Minimum of five years working in a high-volume
commercial advertising agency,” or generic such as, “Copywriting skills
required, preferably in an agency setting.” This lets job applicants understand
what the company is looking for, and it gives hiring managers leeway in assessing
an applicant's potential.

1.3. Skills

Different jobs require different skill sets, and a job profile typically describes
what’s necessary and expected of a position. Skills can include everything from
proficiency with particular software or hardware applications to people skills, like
good interpersonal communication techniques. This portion of a job profile helps
hiring managers match employee prospects to roles for which they are best
suited and helps cull applicants who don’t meet basic requirements.

1.4. Education and Credentials

Certain levels of education and specific degrees and credentials are often
sought after by hiring managers. A job profile helps applicants understand
educational requirements necessary for a position. Some jobs, such as roles in
the medical and legal fields, require licensure and certification by state
agencies as well. A job profile will also indicate if experience is equated to
education. For example: “Prefer a bachelor’s degree or a minimum of five years
of on-the-job experience.”

1.5. Pay Grade

A job profile usually includes compensation levels. This may involve a salary
range, based on education and experience, or a set amount with incremental
raises. Employers who prefer to discuss salary after interviewing applicants may
not make this portion of a job profile available to applicants until an offer of
employment has been extended.
 1.6. Report Levels

Nearly every position in a company reports to a higher authority, whether that’s

a manager, director or company president. A job profile typically denotes the
chain of command. This helps job applicants understand the amount of
autonomy they will have in a given role.
 2. Recruitment Process

Is a process of finding and attracting the potential resources for filling up the
vacant positions in an organization. It sources the candidates with the abilities
and attitude, which are required for achieving the objectives of an organization.

Recruitment process is a process of identifying the jobs vacancy, analyzing the

job requirements, reviewing applications, screening, shortlisting and selecting
the right candidate.

To increase the efficiency of hiring, it is recommended that the HR team of an

organization follows the five best practices (as shown in the following image).
These five practices ensure successful recruitment without any interruptions. In
addition, these practices also ensure consistency and compliance in the
recruitment process.
 2.1. Recruitment Planning:

The first step involved in the recruitment process is planning. Here, planning
involves to draft a comprehensive job specification for the vacant position,
outlining its major and minor responsibilities; the skills, experience and
qualifications needed; grade and level of pay; starting date; whether temporary
or permanent; and mention of special conditions, if any, attached to the job to
be filled ”

2.2. Strategy Development:

Once it is known how many with what qualifications of candidates are required,
the next step involved in this regard is to devise a suitable strategy for recruiting
the candidates in the organisation.
The strategic considerations to be considered may include issues like whether to
prepare the required candidates themselves or hire it from outside, what type of
recruitment method to be used, what geographical area be considered for
searching the candidates, which source of recruitment to be practiced, and
what sequence of activities to be followed in recruiting candidates in the
organisation.

2.3. Searching:

This step involves attracting job seekers to the organisation. There are broadly
two sources used to attract candidates.

These are:
1. Internal Sources, and
2. External Sources
These have been just discussed, in detail, under 6.3 Sources of Recruitment.
 2.4. Screening:

Though some view screening as the starting point of selection, we have

considered it as an integral part of recruitment. The reason being the selection
process starts only after the applications have been screened and shortlisted.
Let it be exemplified with an example.

In the Universities, applications are invited for filling the post of Professors.
Applications received in response to invitation, i.e., advertisement are screened
and shortlisted on the basis of eligibility and suitability. Then, only the screened
applicants are invited for seminar presentation and personal interview. The
selection process starts from here, i.e., seminar presentation or interview.

Job specification is invaluable in screening. Applications are screened against

the qualification, knowledge, skills, abilities, interest and experience mentioned
in the job specification. Those who do not qualify are straightway eliminated
from the selection process.

The techniques used for screening candidates vary depending on the source of
supply and method used for recruiting. Preliminary applications, de-selection
tests and screening interviews are common techniques used for screening the
candidates.

2.5. Evaluation and Control:

Given the considerable cost involved in the recruitment process, its evaluation
and control is, therefore, imperative.
The costs generally incurred in a recruitment process include:
- Salary of recruiters
- Cost of time spent for preparing job analysis, advertisement
- Administrative expenses
- Cost of outsourcing or overtime while vacancies remain unfilled
- Cost incurred in recruiting unsuitable candidates

In view of above, it is necessary for a prudent employer to try to answer certain

questions like: whether the recruitment methods are appropriate and valid? And
whether the recruitment process followed in the organisation is effective at all or
not? In case the answers to these questions are in negative, the appropriate
control measures need to be evolved and exercised to tide over the situation.
However, such an exercise seems to be only rarely carried out in practice by the
organisations employers. Having discussed recruitment process, it will be now
relevant to have an idea about recruitment practices in India. The following
section delineates the same.

3. Employment Contract

An employment contract is an agreement that covers the working relationship

of a company and an employee. It allows both parties to clearly understand
their obligations and the terms of employment.

More specifically, an employment contract can include:

1. Salary or wages: Contracts will itemize the salary, wage, or commission that
has been agreed upon.
2. Schedule: In some cases, an employment contract will include the days and
hours an employee is expected to work.
3. Duration of employment: An employment contract will specify the length of
time the employee agrees to work for the company. In some cases, this might
be an ongoing period of time. In other cases, it might be an agreement set for
a specific duration. At other times a minimum duration is laid out, with the
possibility of extending that period.
4. General responsibilities: Contracts can list the various duties and tasks a
worker will be expected to fulfill while employed.
5. Confidentiality: Although you may have to sign a separate non-disclosure
agreement, some contracts include a statement about confidentiality.
6. Communications: If an employee's role involves handling social media,
websites, or email, a contract might state that the company retains ownership
and control of all communications.
7. Benefits: A contract should lay out all promised benefits, including (but not
limited to): health insurance, vacation time, and any other perks that are part of
the employment.
8. Future competition: Sometimes, a contract will include a noncompete
agreement or noncompete clause (NCC). This is an agreement stating that,
upon leaving the company, the employee will not enter into jobs that will put
them in competition with the company. Often, an employee will have to sign a
separate NCC, but it might also be included in the employment contract.
Other possible terms of the agreement could include an ownership agreement
(which states that the employer owns any work-related materials produced by
the employee) as well as information on settling disputes at work. The contract
may even qualify where the employee can work after leaving the company, as
a way to limit competition between related companies.
 4. Digital Marketing

Basically, digital marketing refers to any online marketing efforts or assets. Email
marketing, pay-per-click advertising, social media marketing and even
blogging are all great examples of digital marketing—they help introduce
people to your company and convince them to buy.
Here are some of the most common digital marketing assets and strategies
businesses use to reach people online:

4.1 Digital Marketing Assets

- Almost anything can be a digital marketing asset. It simply needs to be a

marketing tool you use online. That being said, many people don’t realize
how many digital marketing assets they have at their disposal. Here are
just a few examples:
- Your website
- Branded assets (logos, icons, acronyms, etc)
- Video content (video ads, product demos, etc)
- Images (infographics, product shots, company photos, etc)
- Written content (blog posts, eBooks, product descriptions, testimonials,
etc)
- Online products or tools (SaaS, calculators, interactive content, etc)
- Reviews
- Social media pages

As you can probably imagine, this list just scratches the surface. Most digital
marketing assets will fall into one of these categories, but clever marketers are
constantly coming up with new ways to reach customers online, so the list keeps
growing!
 4.2. Digital Marketing Strategies

The list of digital marketing strategies is also constantly evolving, but here are
some of the strategies most businesses are using:

4.3. Pay-Per-Click Advertising

Pay-per-click (PPC) advertising is actually a broad term that covers any type of
digital marketing where you pay for every user who clicks on an ad. For example,
Google AdWords is a form of PPC advertising called “paid search advertising”
(which we’ll go over in a second). Facebook Ads are another form of PPC
advertising called “paid social media advertising”

4.4. Paid Search Advertising

Google, Bing and Yahoo all allow you to run text ads on their Search Engine
Results Pages (SERPs). Paid search advertising is one of the best ways to target
potential customers who are actively searching for a product or service like
yours.

4.5. Search Engine Optimization (SEO)

If you don’t want to pay to show up in the SERPs, you can also use search engine
optimization (SEO) to try and rank pages or blog posts on your site organically.
You don’t have to pay directly for every click, but getting a page to rank usually
takes quite a bit of time and effort.
 4.6. Paid Social Media Advertising

Most social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest
and Snapchat will allow you to run ads on their site. Paid social media advertising
is great for building awareness with audiences that might not be aware that your
business, product or service exists.

4.7. Social Media Marketing

Like SEO, social media marketing is the free, organic way to use social media
platforms like Facebook or Twitter to market your business. And, just like SEO,
organically marketing your business on social media takes a lot more time and
effort, but in the long run, it can deliver much cheaper results.

4,8. Conversion Rate Optimization (CRO)

Conversion rate optimization (CRO) is the art and science of improving your
online user experience. Most of the time, businesses use CRO to get more
conversions (leads, chats, calls, sales, etc) out of their existing website traffic.

4.9. Content Marketing

Content marketing is another fairly broad digital marketing term. Content

marketing covers any digital marketing effort that uses content assets (blog
posts, infographics, eBooks, videos, etc) to build brand awareness or drive clicks,
leads or sales.

4.10. Native Advertising

Ever get to the bottom of an article and see a list of suggested articles? That’s
native advertising. Most native advertising falls under content marketing
because it uses content to attract clicks (“you’ll never believe what happens
next!”). Often, native advertising can be a bit hard to spot, since it is usually
mixed in with non-paid content recommendations…but that’s kind of the point.

4.11. Email Marketing

Email marketing is the oldest form of online marketing and it’s still going strong.
Most digital marketers use email marketing to advertise special deals, highlight
content (often as part of content marketing) or promote an event.

4.11. Affiliate Marketing

Affiliate marketing is essentially paying someone else (a person or a business) to

promote your products and services on their website.
As you can see from the list above, there are a lot of different ways to market
your business online, which is why many businesses either hire an agency to
manage their digital marketing efforts or pay for an in-house marketing team
and marketing automation software to cover their marketing needs.

5.0. What is Ecommerce?

Ecommerce, also known as electronic commerce or internet commerce, refers

to the buying and selling of goods or services using the internet, and the transfer
of money and data to execute these transactions. Ecommerce is often used to
refer to the sale of physical products online, but it can also describe any kind of
commercial transaction that is facilitated through the internet.
Whereas e-business refers to all aspects of operating an online business,
ecommerce refers specifically to the transaction of goods and services.
The history of ecommerce begins with the first ever online sale: on the August 11,
1994 a man sold a CD by the band Sting to his friend through his website
NetMarket, an American retail platform. This is the first example of a consumer
purchasing a product from a business through the World Wide Web—or
“ecommerce” as we commonly know it today.

Since then, ecommerce has evolved to make products easier to discover and
purchase through online retailers and marketplaces. Independent freelancers,
small businesses, and large corporations have all benefited from ecommerce,
which enables them to sell their goods and services at a scale that was not
possible with traditional offline retail.

Global retail ecommerce sales are projected to reach $27 trillion by 2020.
Types of Ecommerce Models

There are four main types of ecommerce models that can describe almost every
transaction that takes place between consumers and businesses.

Business to Consumer (B2C):

When a business sells a good or service to an individual consumer (e.g. You buy
a pair of shoes from an online retailer).

Business to Business (B2B):

When a business sells a good or service to another business (e.g. A business sells
software-as-a-service for other businesses to use)

Consumer to Consumer (C2C):

When a consumer sells a good or service to another consumer (e.g. You sell your
old furniture on eBay to another consumer).

Consumer to Business (C2B):

When a consumer sells their own products or services to a business or
organization (e.g. An influencer offers exposure to their online audience in
exchange for a fee, or a photographer licenses their photo for a business to use).

Examples of Ecommerce
Ecommerce can take on a variety of forms involving different transactional
relationships between businesses and consumers, as well as different objects
being exchanged as part of these transactions.

Retail:
The sale of a product by a business directly to a customer without any
intermediary.

Wholesale:
The sale of products in bulk, often to a retailer that then sells them directly to
consumers.

Dropshipping:
The sale of a product, which is manufactured and shipped to the consumer by
a third party.
Crowdfunding:
The collection of money from consumers in advance of a product being
available in order to raise the startup capital necessary to bring it to market.

Subscription:
The automatic recurring purchase of a product or service on a regular basis until
the subscriber chooses to cancel.

Physical products:
Any tangible good that requires inventory to be replenished and orders to be
physically shipped to customers as sales are made.

Digital products:
Downloadable digital goods, templates, and courses, or media that must be
purchased for consumption or licensed for use.

Services:
A skill or set of skills provided in exchange for compensation. The service
provider’s time can be purchased for a fee.
Referencias bibliográficas

https://www.thebalancesmb.com/balance-sheet-definition-2946947

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WordReference Random House Unabridged Dictionary of American English ©

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