EYES OPEN SALES KIT 2014 VERSION: 1.0 SEPTEMBER 2014 PRODUCT MANAGER: JANE DURKIN
CAMBRIDGE.ORG/EYESOPEN
Eyes Open
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TABLE OF CONTENTS
Overview 1. Overview of the Product 2. Key Features Message and Market Position 3. Messaging Matrix 4. USPs, Features and Benefits 4.1 Features and Benefits 4.2 Teacher Profile 4.3 Product Differentiatio Differentiation n Grid 4.4 Competitor Analysis Product Guide 5. Components and ISBN Listing 6. Illustrated Unit Walkthrough 7. Guide to eBooks, OWBs, and other digital products 7.1 Presentation Presentatio n Plus 7.2 Online Practice 7.3 Online Workbook 7.4 Digital Student’s Book and Workbooks 8. Author Info and Product Champion Support and Contacts 9. Who to contact for support
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Overview OVERVIEW OF THE PRODUCT Developed in partnership with Discovery Education™, Eyes Open features captivating Discovery Education™ video and stimulating global topics to motivate students and spark their curiosity. The authors, Ben Goldstein and Ceri Jones are experts in learner engagement through use of video, images and culture. Eyes Open is part of the Cambridge Discovery Education™ family of high-interest, effective learning materials for English. Four videos in every unit make learning relevant and create opportunities for deeper understanding. Carefully progressed activities and personalised learning tasks lead to greater speaking and writing fluency. Progress monitoring tools and flexible teaching support, including graded tests and extra practice activities for mixed ability classes, ensure that every learner can achieve success. This four-level course for teenage learners includes powerful digital support. For students: • Digital Student’s Book and Workbook (for iOS and Android devices) with complete video and audio programme • Online Workbook and extra Online Practice activities For teachers: • Presentation Plus digital classroom package with Online Practice and complete video and audio programme • Online learning management platform for easy progress monitoring
KEY FEATURES • High-interest video and stimulating global topics spark curiosity and engage and motivate teenage learners • Productive skills are carefully developed through a progression of easy-to-follow activities which guide students towards written and spoken fluency • Additional CLIL lessons with additional Discovery Education™ video clips enable further extension and learning across the curriculum • Flexible teaching support for mixed ability classes includes graded tests and extra practice activities, plus Preliminary and Key for Schools exam-style tests
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Message and Market Position MESSAGING MATRIX
BE CURIOUS. DISCOVER. LEARN.
Eyes Open combines captivating video from Discovery Education™ with a unique approach that opens a whole new way to view the world. With your Eyes Open, learning English becomes much more interesting as you discover and explore the cultures and people of the world around you. _ BETTER ENGAGEMENT MEANS BETTER LEARNING
High-interest videos throughout every unit spark curiosity and foster more meaningful learning experiences. _ THE RIGHT APPROACH MAKES ALL THE DIFFERENCE
A careful progression of personalised language building activities leads to greater speaking and writing fluency. _ EVERY LEARNER DESERVES SUCCESS
Graded activities for mixed-ability classes and progress monitoring tools ensure that every learner can achieve success. What will you discover today?
STILL CURIOUS? Find out more at cambridge.org/eyesopen
Message and Market Position
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USPS, FEATURES AND BENEFITS FEATURES AND BENEFITS Feature
Benefit
Real-life, real-world content including Discovery EducationTM video footage and texts focusing on aspects of culture around the world. Discover Culture pages explore how teenagers live in different cultures around the world – from the Kung Fu school in China to winter in Siberia.
Exclusive, high impact Discovery Education TM video and stimulating global topics engage and motivate teenager learners and reinforce new language.
An optional CLIL lesson for every unit at the end of the book.
Extra CLIL lessons enable students to extend their learning of English through learning about the wider world.
Presentation Plus
Presentation Plus is a complete planning and presentation tool for teachers with Interactive Whiteboard software, interactive Student’s Book and Workbook and full video and audio content. The digital Teacher’s Book and Teacher’s Resource Book allow paperless lesson planning, and a link to the online learning management platform enables teachers to track pupils’ progress and develop their skills with the speciallydeveloped online digital teacher training course.
Extra online activities for learners, linked to the Cambridge Learning Management System.
Extend and consolidate language covered. The online learning management platform allows for class creation and progress tracking – a truly supportive learning environment that motivates students and saves teachers time.
Includes graded tests and extra grammar and vocabulary practice material for mixed abilities as well as a full suite of Cambridge English Preliminary for Schools and Key for Schools exam-style tests.
Offers flexible teaching support for a range of abilities and interests.
TEACHER PROFILE • Eyes Open is primarily aimed at teachers in mid-range schools with students in their early teens. • The course is designed with the transparency and simplicity that will appeal to less experienced or more traditional teachers, with exciting and innovative content to keep students engaged. • The rich digital components make it suitable for digital classrooms, whilst at the same time offering a chiefly print-based traditional product where preferred.
Message and Market Position
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USPS, FEATURES AND BENEFITS PRODUCT DIFFERENTIATION GRID _ DIFFERENCES BETWEEN BRITISH ENGLISH COURSES
The following table is designed as a guide to differences between key Cambridge British English courses, although precise positioning may vary according to local market needs.
Messages
Your Space
Prepare
Interactive
English in Mind & Think!
4
4
3
7 (inc. Starter)
4
6 (inc. Starter)
A1-B1+
A1-B1
A1-B1
A1-B1
A1-B2
A2-B2
A1-C1
Teaching hours per level
80-90 extendable to 150
80-90 extendable to 140
80-90 extendable to 150
80-90 extendable to 150
80-90 extendable to 140
80-90 extendable to 180
80-90 extendable to 180
Typical age
10-14 yrs
10-14 yrs
11-15 yrs
11-14 yrs
10-17 yrs
13-18 yrs
12-18 yrs
Typical hours per week
3-5 hrs (1-3 hrs for Combos)
3-5 hrs
3-5 hrs (1-3 hrs for Combos)
Eyes Open
MORE!
Levels
4
CEFR
3-5 hrs
3-5 hrs
3-5 hrs
3-5 hrs
_ DIFFERENCES BETWEEN EYES OPEN AND UNCOVER
Uncover
Eyes Open
American English
British English
10 units per level
Starter section and 8 units per level
One-column format
Two-column format
Review page at end of each unit
Review pages after every 2 units
Grammar reference pages and 5 CLIL/Project pages with Video in back of book
Back of book contains Grammar reference, eight-page Vocabulary Bank with additional activities and 8 CLIL pages with additional video clips
Syllabus reaches B1 by end of Level 3. Level 4 is B1+
Syllabus From A1 to B1+ over 4 levels
Message and Market Position
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COMPETITOR ANALYSIS ENGLISH PLUS Key facts
Strengths
Weaknesses
Response
'Plus' concept: extra content at the back of the book1 & in teacher’s material allows teachers to extend & consolidate with ease.
Eyes Open offers flexibility through optional activities and CLIL lesson for every unit at the end of the Student’s Book and the extra Online Practice on Cambridge LMS.
Mixed ability support: extra resources & tests (inc. Test Bank MultiROM) graded at three levels & online practice2, enables teachers to provide practice at the right level so all students achieve a productive outcome.
Some teachers find the approach overly structured and methodical.
Extra resources and tests include graded unit and mid / end year progress tests in Key and Preliminary for Schools exam style, plus additional graded grammar and vocabulary activities for every unit. The Workbook has a starred grading system for mixed abilities. The Teacher’s Book also offers additional tips and guidance in every unit for mixed ability classes.
5 levels inc. Starter: A1-B2
DVD: ‘curriculum extra’ & ‘culture’ video clips with optional subtitles, comprehension check for each clip, and additional worksheets to use in class.
Not enough video content; culture clips focus exclusively on the English speaking world (not truly global).
Eyes Open has more & better quality video content: • One DVD per level with four video clips per unit • Truly global Discovery EducationTM content
Authors: Ben Wetz, Diana Pye, Nicholas Tims & James Styring
iTools: is easy to use, answers easily & clearly checked, all resources in one place inc. IWB tools, SB content & extra interactive resources.
iTools is not tablet compatible
Presentation Plus offers this & more, including the digital teacher training course, Workbook as well as Student’s Book content and, unlike iTools, is also tablet compatible for iOS & Android
Components: SB, TB & photocopiables, Audio CD, WB & MultiROM, WB & Online Practice, Test Bank MultiROM, DVD (one DVD for all levels), iTools, SB
Ebooks: iOS & Android versions for Student’s Book & Workbook with video & audio, automatic marking & ability to share work by email3.
Eyes Open Digital SB & WB also offer full video and audio content in iOS and Android versions. Students will be particularly motivated by the Discovery EducationTM video content designed for maximum learner engagement.
Strong focus on skills, grammar & vocab: all four skills covered in every unit; step-by-step writing lessons & speaking practice build communicative confidence; ‘Activate’ and ‘About You’ exercises allow students practise and personalise the language learnt.
Eyes Open thoroughly covers all skills in every unit. Units have a full lesson each on guided speaking and writing, including the ‘Real talk’ video clip with real teenagers modelling target spoken language. The Workbooks contain two pages of extra guided writing per unit, plus an eightpage Speaking Extra section with further step by step practice. Guided ‘Your Turn’ activities in every lesson activate new language in a personalized context.
English Plus Oxford University Press 2011
1. Four optional lessons of CLIL, Culture, Vocabulary, or Listening and Speaking per unit 2. 40 hours per level with automatic marketing, progress tracking & discussion forums 3. Students purchase via Oxford Learner’s Bookshelf app & institutions can buy access codes.
Message and Market Position
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COMPETITOR ANALYSIS NEW SKY Key facts
Strengths
Weaknesses
Response
Cross-cultural and cross-curricular content including DVDs take students beyond language structures. Students identify with the topics presented through real people.
DVDs focus exclusively on British culture, unlike the global focus found in Eyes Open.
If you’re looking for CLIL, cultural content and learner engagement then Eyes Open is the perfect course for you with ‘Discover Culture’ sections and interesting readings in every unit and three exclusive and highly engaging Discovery EducationTM video clips per unit too.
Systematic practice and graded exercises for mixed-ability classes in the Activity Book.
Some teachers find there’s not enough consolidation and that the course needs more practice activities.
Eyes Open also offers graded exercises for mixed ability in the Workbook as well as additional graded grammar and vocabulary activities for every unit at the back of the SB, extra Online Practice on Cambridge LMS & additional tips and guidance for mixed ability in the Teacher’s Book.
New Sky Pearson, 2010 4 levels: A1-B1 Authors: Brian Abbs & Ingrid Freebairn Components: SB, AB with MultiROM, TB with Testmaster MultiROM, Test Book, DVD
Testing package covers assessment needs inc. Testmaker CD-ROM
Eyes Open offers comprehensive assessment support including graded Key and Preliminary for Schools exam style unit and mid / end year progress tests and diagnostic tests.
Message and Market Position
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COMPETITOR ANALYSIS NEW CHALLENGES Key facts
New Challenges Pearson, 2012
Strengths
Weaknesses
Response
Learner development & language checks encourage students to be aware of their own progress & difficulties, and fosters responsibility towards their own learning.
Some teachers find language targets too complex – although targeted at 2-3 hrs per week, schools tend to find they need more time to cover the syllabus.
Eyes Open Online Workbook and Online Practice allows students to develop an awareness of their own progress and difficulties. Explore Vocabulary sections also guide learners towards autonomy.
Develops citizenship: stories promote positive values, topics & ‘Across Cultures’ lessons encourage teenagers to think about the world around them.
Lack of video could be a disadvantage in presenting cultural elements.
Eyes Open offers strong culture coverage & learner engagement through exclusive Discovery EducationTM video content and topics. Teachers who are looking for a course with a strong focus on Values may like to consider Think as an alternative option.
Digital tools: ActiveTeach (IWB tools, SB & interactivities, teacher resources) & ActiveBook (digital SB with audio)
ActiveBook doesn’t include video or Workbook content. ActiveTeach doesn’t offer the teacher training support that you find with Eyes Open’s digital teacher training course.
Eyes Open offers up-to-date & more comprehensive digital support for teachers and students via Presentation Plus, Online Practice on the CLMS and Digital Student’s Book and Workbook.
5 levels inc. Starter: A1-B1 Authors: Michael Harris, Liz Kilbey, Amanda Maris, David Mower, Patricia Mugglestone, Anna Sikorzynska, Lindsay White, Lizzie Wright Components: WB & Audio CD, SB, Active Teach, Active Book, Class Audio CDs, TB & MultiROM
Every unit in Eyes Open offers one lesson each focusing on Speaking and Writing skills. A progression of easy-tofollow activities which guide students towards written and spoken fluency.
Actively develops students' spoken and written language with Word & Sentence Builders Exam support: Workbook and Multi-ROM include preparation and practice for Key & Preliminary. Time Out magazine is popular with students and mimics real life
Testing package doesn’t specifically focus on ‘for Schools’ exams.
Eyes Open offers comprehensive assessment support including graded Key and Preliminary for Schools exam style unit and mid / end year progress tests and diagnostic tests. Eyes Open includes lots of real life content. The ‘Discover Culture’ and CLIL lessons and the ‘Real Talk’ sections are particularly engaging.
Message and Market Position
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COMPETITOR ANALYSIS MOTIVATE Key facts
Strengths Development of productive skills: Well-structured and well-modelled methods for the teaching and practising of the productive skills (speaking and writing) lead to frequent opportunities for personalisation
Motivate Macmillan, 2013 4 levels: A1-B1 Authors: Emma Heyderman, Fiona Mauchline, Patricia Reilly, Olivia Johnston, Patrick Howarth & Cathy Myers Components: SB & Digibook CD-ROM, WB & audio, TB with audio CDs & test generator, Interactive Classroom CD-ROM
Weaknesses
Response
No video
Eyes Open offers comprehensive support for developing Speaking and Writing skills, with a lesson on Writing and Speaking each in every unit. Guided ‘Your Turn’ activities in every lesson activate new language in a personalized context.
Mixed ability support: WB activities labelled for mixed ability, diagnostic tests assess individual student needs, TB includes extra activities for diversity, and tests & exams at three levels
Eyes Open offers WB activities labelled for mixed ability, diagnostic tests, extra activities in the TB and Online Practice on the Cambridge LMS for mixed ability classes, as well as Key and Preliminary for Schools exam style unit and mid / end year progress tests graded at two levels.
A wealth of support features and tips (e.g. learning strategies and common errors) make the learning experience more memorable and effective
Cambridge has unique access to the Cambridge Learner Corpus – the most comprehensive database of learner errors to help students avoid common mistakes. Eyes Open is corpus-based with tips on avoiding common mistakes throughout.
Culture, CLIL & real-world content in every unit: encourages students to learn about other subjects & the world around them
The exclusive Discovery EducationTM in Eyes Open will bring culture, CLIL and real-world content to life, with engaging global topics and three Discovery EducationTM video clips in every unit.
Digibook free with every print SB includes integrated audio
Digibook doesn’t include video. No digital version of the Workbook.
Digital SB & WB for Eyes Open include the full audio & video content for each level as well as interactive activities.
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Product Guide COMPONENTS AND ISBN LISTING Level 1
Level 2
Level 3
Level 4
Student’s Book with Online Workbook and Online Practice
9781107467286
9781107467491
9781107467644
9781107467811
Student’s Book
9781107467255
9781107467446
9781107467620
9781107467804
Workbook with Online Practice
9781107467330
9781107467507
9781107467736
9781107467828
Teacher’s Book
9781107467392
9781107467552
9781107467750
9781107467835
Class Audio CDs
9781107467415
9781107467590
9781107467767
9781107467866
Video DVD
9781107467422
9781107467613
9781107467798
9781107467873
Presentation Plus DVD
9781107486065
9781107488236
9781107489424
9781107490529
_ EYES OPEN COMBOS
Combo with Online Practice
1A
1B
2A
2B
3A
3B
4A
4B
9781107 486010
9781107 486041
9781107 488182
9781107 488205
9781107 489387
9781107 489400
9781107 490475
9781107 490505
_ ALSO AVAILABLE
• Presentation Plus application for PC, Android & iOS • Online Workbook with Online Practice • Digital Student’s Book • Digital Student’s Book and Workbook pack • Digital Combo edition STILL CURIOUS? Find out more at cambridge.org/eyesopen
Product Guide
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ILLUSTRATED UNIT WALKTHROUGH The following walkthrough is from Student’s Book 1, unit 3. Eyes Open features 8 units per level. Each unit starts with a visually impactful image designed to spark curiosity and discussion, and introduce the unit topic.
Each unit features four video clips. Three of these are from Discovery EducationTM, accompanying the:
The second page of each unit focuses on vocabulary.
• Reading passage (3rd page of each unit); • ‘Discover Culture’ spread (7th & 8th pages of each unit), and; • Optional CLIL lesson for each unit at the back of the book.
Discovery EducationTM video clips throughout the course bring high-interest global topics to life for students. In addition, the dedicated Speaking skills lesson (7th page of each unit) features a video clip of real teenagers to help develop spoken fluency.
Unit aims are clearly identified on the first page of each unit so students and teachers can easily follow the syllabus progression.
Product Guide
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ILLUSTRATED UNIT WALKTHROUGH The third page of each unit features a reading text accompanied by the first of the three Discovery Education TM video clips. There are optional accompanying exploitation exercises available online as well as full video activity worksheets to download on Presentation Plus and ‘instant ’ guided video lessons in the Teacher’s Book. For the low-tech classroom, this reading can be also taught without video if needs be. The fourth page features grammar practice linked to reading passage.
Here the reading is about the Kung Fu school in Wu Shu, China. Other stimulating, global topics include city food tour (New York), Alaska-Nalukataq festival (USA), living with tigers (Bangladesh), women of Ayoquesco (Mexico), Burning Man Festival (Nevada), Mariachi bands (Mexico), Nadaam horse race (Mongolia) and much more!
Product Guide
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ILLUSTRATED UNIT WALKTHROUGH The next two pages in each unit focus on listening practice, vocabulary and grammar linked to the listening. ‘Your Turn’ sections at the end of every lesson encourage students to consolidate, personalise and activate the language taught, for more effective learning.
Product Guide
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ILLUSTRATED UNIT WALKTHROUGH Each unit features a ‘Discover Culture’ spread – which is a real stand-out feature of this course. From school in a South African village to surviving winter in Siberia – ‘Discover Culture’ pages explore how teenagers live in cultures from around the world.
The ‘Discover Culture’s consists of two lessons and includes the second Discovery EducationTM video clip
Product Guide
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ILLUSTRATED UNIT WALKTHROUGH Productive skills – Speaking in the first lesson, Writing in the second – are carefully developed through a progression of easy-to-follow activities which guide students towards written and spoken fluency.
The ‘Real talk’ section includes the third video clip – real teenagers answering a specific question which students then answer.
Writing lessons follow a staged approach with a model dialogue or writing text, useful language highlighted, followed by guided practice in the ‘Get Writing’.
Product Guide
ILLUSTRATED UNIT WALKTHROUGH There are 8 CLIL pages (one per unit) at back of the book. Additional CLIL lessons enable further extension and learning across the curriculum feature the third Discovery EducationTM video clip for each unit.
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Product Guide
GUIDE TO EBOOKS, OWBS, AND OTHER DIGITAL PRODUCTS PRESENTATION PLUS Presentation Plus is a complete planning and presentation tool for teachers. It includes Interactive Whiteboard software, fully interactive Student’s Book and Workbook and full video and audio content for each level. The digital Teacher’s Book and Teacher’s Resource Book allow paperless lesson planning. A link to the online learning management platform enables teachers to track pupils’ progress and develop their skills with a specially-developed online digital teacher training course. Presentation Plus is available on DVD and as an application compatible with iOS, Android and PC computers and mobile devices. The application version is accessible through the Cambridge University Press bookshelf and sold via codes, enabling local Sales teams to apply discounts as required.
ONLINE PRACTICE Access to the online learning management platform includes extra practice, games and interactive video activities. Teachers can use the platform to track students’ progress and ensure more effective learning. Online practice is available in the following packages: • Student’s Book with Online Workbook and Online Practice • Workbook with Online Practice • Online Workbook with Online Practice • Combo with Online Practice
ONLINE WORKBOOK The Online Workbook offers full Workbook content online with access to the learning management platform so teachers can track students’ progress. The Online Workbook offers a bulk-purchase online solution for institutions and will be sold via codes so that local discounts can be applied as required.
DIGITAL STUDENT’S BOOK AND WORKBOOKS Digital Student’s Book and Digital Student’s Book and Workbook packs are available for iOS and Android devices and include all activities in interactive format, as well as full video and audio content for each level. The Digital Books can be downloaded to a computer, tablet or other mobile device for use offline.
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Product Guide
AUTHOR INFO AND PRODUCT CHAMPION BEN GOLDSTEIN _ AUTHOR
Ben Goldstein has taught English for over twenty years in the UK, Spain and Hong Kong. He currently teaches on The New School’s online MATESOL program (New York). He is the author of the coursebook and workbook for English Unlimited Advanced, the teachers’ methodology handbook working with Images and the forthcoming Language Learning with Digital Video. His main interests lie in intercultural issues, identity, images and video and English as an International Language. His most recent title for Cambridge University Press is Eyes Open, Uncover and Smart Planet .
CERI JONES _ AUTHOR
Ceri is a freelance teacher, trainer and materials writer. She’s been working in ELT since 1986 and in Spain since 1998. She’s particularly interested in student-centred materials and activities. She writes about her experiences and her experiments on her blog, Close Up (www.cerij.wordpress.com). She has recently been working with Ben Goldstein on a new secondary course for Cambridge University Press.
ANNA WHITCHER _ PRODUCT CHAMPION
Anna Whitcher is an editor, writer and producer of ELT materials and has a strong interest in film and its role in the language classroom. She graduated from UC Berkeley and has a Master’s in English Composition. She has taught ESL/EFL to teenagers and adults in the US and Europe.
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Support and Contacts WHO TO CONTACT FOR SUPPORT PRODUCT AND MARKETING SUPPORT _ SENIOR PRODUCT MARKETING MANAGER
Jane Durkin ELT Marketing UK, Cambridge (University Printing House) jd ur ki n@ ca mb ri dg e. or g _ DIGITAL MARKETING MANAGER
Joe Tearle ELT Marketing UK, Cambridge (University Printing House) jt ea rl e@ ca mb ri dg e. or g
DESIGN AND BRANDING SUPPORT _ ASSOCIATE BRAND MANAGER / DESIGN LEAD
Senongo Akpem ELT Marketing USA, New York
[email protected]
