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This publication presents the theoretical framework, the process and the procedures required in analysing professional genres. Using university brochures as a sample genre, the generic structure including the move structure and the communicative functions of the brochures are identified. The socio- cognitive strategies writers use to construct this genre are discussed. A well-planned module for genre-based teaching is also included. This publication can be used by students of applied linguistics and other researchers who intend to use genre analysis as a research method.