This thesis discusses the impact of economic globalisation on Thai higher education and society. Thailand's severe economic crisis in the second half of 1997 through 1998 has led to education reform at all levels. Since the crisis, Thailand has been focusing on the development of its human potential and creativity and enhancing the capability of communities, societies and the nation as a whole. The education system of Thailand is being redirected away from nation-building objectives towards 'human capital' creation; education is seen as a form of economic investment. Thailand, like its industrialising neighbours in Southeast Asia and close Western neighbours, is striving to adjust to the pressures of economic globalisation. As a result, Thailand's higher education system is undergoing significant intellectual and strategic reorientation to meet the demands of the modern global economy. Urged by government and employers to produce graduates with more globally relevant knowledge and skills, Thai universities are attempting to redefine their relevance with increased emphasis on proficiency in English. This imperative explains the expansion of full-fee English-medium education and the emergence of government policies encouraging the internationalisation of curricula. Since the mid-1990s, successive Thai governments have paid some attention to the concept of internationalisation but have yet to produce a clear statement of what internationalisation means in the Thai context. Thailand's internationalisation policy, such as it is, aims to cultivate a globally skilled workforce and has directly encouraged the establishment of English-medium business graduate programs, branded as 'international' at a number of leading universities in Bangkok. This thesis examines concerns as to the level of English proficiency achieved by students passing through these programs and questions the appropriateness of the term 'international' for programs, many of which appear to be cloned from business studies degrees offered in major native English-speaking countries. While government policies assert the need to reform education at all levels, both the idea and the parameters of 'internationalisation' remain ill-defined. Consequently, this thesis maps out the scope of internationalisation in education from a global and a local Thai perspective to present a more integrated framework for analysing the implications of the policies. The approach taken presents a multilayered and holistic reading of significant economic and cultural change taking place in Thailand through the lens of higher education reforms and public debates about globalisation and education. More specifically, this thesis examines internationalisation of Thai higher education as an aspect of globalisation and 'global' practice at the 'local' level, observable in the policies, statements, actions and intentions expressed by political leaders, government officials, university administrators, teachers, students and employers. Significantly, Thai cultural characteristics have a profound impact on these key acto rs' attitudes towards practice of international education, particularly in the cross-cultural teaching and learning settings. This thesis argues that a more holistic and integrated approach to internationalisation across all related policy domains is needed if the country is to more effectively respond to the challenges of a globalising world.

La competencia comunicativa exigida en el mundo empresarial actual y el papel que el inglés juega como lengua de comunicación internacional constituyen la base de la proliferación investigadora en los géneros del inglés académico y profesional (IPA), y en especial del inglés de los negocios (IN). Este desarrollo también tiene su efecto en la producción de materiales docentes, y en menor medida en lo referente a la investigación aplicada al aula del IN. Nuestra aportación a dicho campo se fundamenta en el estudio de un género discursivo escrito particular del mundo de los negocios: el informe empresarial. Pretendemos explicar su concepción como género, así como su relevancia y aportaciones en el aula del inglés de especialidad. Demostraremos cómo este género incluye múltiples características del discurso escrito del IN y observaremos a través del estudio empírico que su implementación en el aula ayuda a desarrollar de forma pertinente ciertos elementos (macro)estructurales y discursivos.

Thesis (MPhil (General Linguistics))--University of Stellenbosch, 2009. / ENGLISH ABSTRACT: The financial sector of South Africa is increasingly under pressure to ensure that the language used in all communication is aligned with international best practice and, furthermore, that the correct business terminology is applied. Standards of language proficiency and usage have, however, deteriorated over the past few years. This appears to be due mainly to lack of good language education at school level. In Nedbank, specifically, the language used by employees in written external communication is not always on par as is evident from the documentation that Nedbank Editorial and Language Services (Nels), the “language custodian” of the bank, has to edit and translate. Nels decided six years ago that, instead of rewriting all these documents, which is not timeor cost-efficient, to rather give business-writing training across the bank to enable Nedbank employees to increase their general writing proficiency of English. This study aims to establish whether there are discrepancies in the type of error made in English as used by Coloured Afrikaans mother tongue speakers and White Afrikaans mother tongue speakers in order to determine how to customise the business-writing training materials to the benefit of each cultural grouping in Nedbank. / AFRIKAANSE OPSOMMING: Die finansiële sektor in Suid-Afrika is toenemend onder druk om te verseker dat die taal wat in alle kommunikasie gebruik word in ooreenstemming is met internasionale “beste praktyk”, en verder dat die korrekte besigheidsterminologie gebruik word. Taalvaardigheids- en taalgebruiksvlakke het egter oor die afgelope aantal jare verswak, waarskynlik a.g.v. onvoldoende taalonderrig op skool. In Nedbank is die taalgebruik van werknemers in geskrewe eksterne kommunikasie nie altyd van ’n aanvaarbare standaard nie, soos duidelik blyk uit die dokumentasie wat Nedbank Editorial and Language Services (Nels), die bank se “taalbewaarder”, moet redigeer en vertaal. Nels het ses jaar gelede besluit om besigheidskryfkursusse vir die hele groep aan te bied, eerder as om al die eksterne kommunikasie oor te skryf, wat nie tyd- en koste-effektief is nie. Sodoende kan werknemers hulle algemene skryfvaardighede in Engels verbeter. Hierdie studie probeer vasstel of daar moontlike verskille is in die soort foute wat in Engels deur gekleurde Afrikaans-moedertaalsprekers en wit Afrikaans-moedertaalsprekers gemaak word, in ‘n poging om doeltreffende opleidingsmateriaal te ontwikkel vir elke kulturele groepering in Nedbank.

Abstract This study explores the phenomenon of brand co-creation from a communicative perspective. The study investigates how Finnish SMEs operating in international B2B markets use English as a business lingua franca (BELF) for brand communication. The purpose of the study is to contribute to brand co-creation theory by illustrating how using BELF affects spoken brand co-creation discourse and increase our understanding of brand co-creation communication by applying a discursive approach. The theoretical framework of the study is based on branding literature, BELF research, discourse theory and social constructionism. The study introduces an analytical framework for exploring BELF in spoken brand co-creation communication through the discourse dimensions of verbal language use, the communication of brand meanings and face-to-face social interaction among stakeholders. The empirical data was collected by implementing a business communication simulation designed for the study. It was used to analyse how internal stakeholders use verbal BELF to communicate brand meanings in face-to-face social interaction. A discursive approach was also applied in the analysis. In the study, three spoken brand co-creation discourses were identified: informative, credible and emotional discourse. This study shows that brand co-creation is a phenomenon intertwined with language. When the language of business communication is BELF, it can both enable and impede brand co-creation communication. Efficient and informative communication is often regarded as essential in business communication but from brand communication perspective informative communication may not be sufficient to create an interesting and a memorable brand. The study also shows that spoken brand co-creation communication with BELF requires versatile language and communication competence; especially emotional brand discourse may require more versatile BELF competence than previously has been acknowledged. From a managerial viewpoint, it is important to understand that internal stakeholders are continuously communicating about the brand to external stakeholders with spoken language. Thus, the brand is visible in the daily operations through language, although not necessarily as intended by the management. / Tiivistelmä Tässä väitöskirjassa tutkitaan brändin yhteisluomista yritysviestinnän näkökulmasta. Tutkimuksessa selvitetään, miten suomalaiset yritystenvälisillä markkinoilla (B2B) toimivat pk-yritykset käyttävät liike-englantia lingua francana (BELF) suullisessa yhteisluomisviestinnässään. Tutkimuksen tarkoituksena on lisätä ymmärrystä kielen ja viestinnän roolista brändin yhteisluomisessa ja kuvata, miten BELF vaikuttaa puhuttuun brändin yhteisluomisviestintään diskursiivisesta näkökulmasta. Tutkimus nojaa brändikirjallisuuden lisäksi BELF-tutkimukseen, diskurssiteoriaan ja sosiaaliseen konstruktionismiin. Tutkimus esittää brändin suullisen yhteisluomisviestinnän kolmiulotteisena ilmiönä, jota voidaan tarkastella sanallisen kielenkäytön, brändimerkitysten viestimisen ja kasvokkain tapahtuvan, sidosryhmien välisen vuorovaikutuksen avulla. Työn empiirinen aineisto kerättiin tutkimusta varten kehitetyn liikeviestintäsimulaation avulla, ja sen avulla analysoitiin, miten yrityksen sisäiset sidosryhmät käyttävät BELFiä viestimään brändimerkityksiä yrityksistään ja niiden tuotteista sosiaalisessa vuorovaikutuksessa. Tutkimuksessa hahmoteltiin kolme suullista brändin yhteisluomisdiskurssia: informatiivinen diskurssi, uskottavuusdiskurssi ja tunneperäinen diskurssi. Tutkimus osoittaa, että brändin yhteisluomisviestintä on kieleen kietoutunut ilmiö. Kun liikeviestinnän kielenä on BELF, vieraskielinen viestintä voi sekä mahdollistaa että vaikeuttaa brändin yhteisluomisviestintää. Tehokas ja faktaperäinen viestintä on usein tärkeää liikeviestinnässä, mutta brändäyksen näkökulmasta informatiivisesti painottunut viestintä voi olla riittämätöntä, jotta se herättäisi mielenkiintoa brändiä kohtaan tai loisi muistettavan brändin. Tutkimus osoittaa myös, että osallistuminen brändin yhteisluomisviestintään käyttämällä BELFiä edellyttää monipuolista kieli- ja viestintätaitoa. Erityisesti tunteita herättävä brändäysviestintä voi vaatia laajempaa kieli- ja viestintäosaamista kuin aiemmin on ajateltu. Liikkeenjohdon kannalta on tärkeää ymmärtää, että yrityksen henkilöstö viestii brändistä jatkuvasti jokapäiväisessä vuorovaikutuksessa eri sidosryhmien kanssa. Näin ollen brändi välittyy sidosryhmille kielen kautta, mutta ei kuitenkaan välttämättä sellaisena kuin yrityksen johto on tarkoittanut.

This study compared simulated sales negotiations with authentic negotiations. Specifically, three areas of language were considered: (i) chat phases, (ii) mitigation in disagreements, and (iii) argumentation. Findings indicated that greatly reduced use of chat phases in the simulations led to an impoverishment of the interactional aspect of communication. A statistical analysis indicated that mitigation of disagreements was significantly reduced when compared to authentic negotiations. Finally, in spite of the difference noted between professional and non-professional negotiators in the simulated negotiations, a significant increase in the use of argumentation was found in the simulations. Even though further research would be required, it could be hypothesized that these differences may be attributed to the one-off nature of simulations, the absence of a surrounding business context and the intrinsic difficulty of using interactional language in simulations. These factors should be considered when simulations are used and designed for business and LSP training courses. / Linguistics and Modern Languages / M.A. (Linguistics)

The aim of this project is to address the need for effective English learning and develop an English curriculum which practically meets learners' needs. The project is for students who study business English in Korean community college. This project presents effectiveness of English learning in the content concerning with English for specific purposes, project-based learning, cooperative learning, computer-assisted language learning, and technological literacy. These ideas are incorporated into the project to develop the unit, Creating a Company, which consists of six lesson plans.

This study sought to investigate and to record any recurring patterns in the form and communicative impact of Shona advertisements. Motivation to carry out the study came from a realisation of a growing interest in using the Shona language for advertising and the fact that very few studies have been done on Shona advertisements. For methodology, examples of Shona advertisements were qualitatively analysed using some communications and discourse analysis approaches of the speech act theory and text linguistics. A structured interview with advertising agencies randomly selected and a questionnaire on the impact of advertisements were also used. The findings of the research included that Shona was used in advertisements in order to reach out to the majority of the Zimbabwean population. In addition, Shona was also found to have been developed enough to handle formal issues like advertisements. This finding further shows that Shona advertisements reflect an instance of diglossia leakage from Shona L(ow) to Shona H(igh). Another finding is that Shona advertisements reflect some characteristics of the Shona speech community in form. These include code-switching, slang and word- division problems. An innovation in code-switching noted in some Shona advertisements is the use of three languages, namely, English, Shona and Ndebele in one advertisement. It was also established that everything about the elements of Shona advertisements communicate. For instance, the message may be visual, tactile and olfactory. It also emerged that the Shona commercial advertisements had a presenting and a hidden agenda at the same time. To achieve this the advertisements used persuasive techniques such as advertising claims, cultural hooks and personalities as spokespersons. It was also noted that most readers of advertisements do not interpret them up to the hidden persuaders but end with the direct meaning. On the other hand the Shona advertisements that gave information such as health issues have no hidden agenda. One recommendation made is that advertisements be read and studied to raise the level of awareness about the persuasive techniques used in order to distinguish between misleading advertising and those that give useful information. Some recommendations were made for future research such as carrying out similar studies of informal Shona advertisements, advertisements by n'angas/inyangas (traditional healers), prophets and political campaigns. / African Languages / M.A. (African Languages)

The diploma thesis focuses on teaching grammar in the context of in-company language courses. What needs to be taken into consideration are both the psychological aspects of adult learners and the sociological characteristics of a typical course participant, their position of a client which is connected to high expectations of the service provided - language tuition. The role of the teacher in an in-company course is much less authoritative than in a traditional course and teachers become rather partners or coaches for the learners. The pedagogical research conducted among 172 Czech in-company learners with the help of an electronic questionnaire shows that the main aim of in-company students is to be able to communicate efficiently in real-life situations from their private and working lives. It is the role of the teacher, or the coursebook author, to choose which grammar structures are necessary to succeed in the respective situations. Therefore, the most suitable method for teaching grammar in the context of in-company courses is the Engage, Study, Activate method combined with the eclectic method.

本論文目的在於調查大學生修習「商用英語聽力訓練」之動機及需求，並對教師的教學活動及學習者之策略習得進行深入探討。該課程係以專業英語（English for Specific Purposes）之理論為依據，設計為應用於商業場合之課程。本研究以國立政治大學商學院學生為受試者進行個案研究，藉以探討「商用英語聽力訓練」課程現況及可供改進之方向。 受試者修習「商用英語聽力訓練」之動機與需求係由期初、期末兩次問卷填答得知，並經由英語程度不同之學習者反映出其不同之學習需求，可提供授課教師作為規畫課程及選擇教材時之參考重點，藉以提高學習者之學習興趣，達到有效學習的目標。 本論文的另一重點在於「商用英語聽力訓練」中聽力策略之訓練與習得，聽力策略的分類乃依Oxford（1990）提出之理論為根據，探討有助於該課程之聽力策略及技巧為何。本研究藉由二十八小時之課堂觀察，進而分析授課教師如何進行策略訓練；另外，經由問卷、測驗兩方法測知受試者對於該課程中策略訓練的反應及策略習得之實際情況。由此結果歸納出可提高學生學習效果的聽力策略。 由以上的研究結果，本論文針對於學習需求及策略訓練方法歸納出改進「商用英語聽力訓練」課程之具體建議，以期日後對相關課程之學習者及授課教師都能有所助益。 / This thesis aims to explore the current situation of an “English Lab Course for Occupational Purposes” in college and to provide suggestions for further improvement. This study focuses on two aspects：one is the motivations and needs analysis of the students who take this course; the other is the training and acquiring of listening strategies in this course. This course is based on the theory of “English for Specific Purposes” and is designed for Business majors. All the subjects of this research are sophomores and seniors of the College of Commerce at NCCU. The subjects’motivations and needs are investigated through a questionnaire survey at the beginning and the end of the semester. This research reveals the different motivations and needs for efficient and less-efficient learners. The results may provide some helpful perspectives to assist teachers in selecting effective teaching materials and designing appropriate courses. The other emphasis of this study is on the training and acquiring of listening strategies in this course. The definitions and categories of listening strategies are based on Oxford’s theory (1990). The author sits in on the classes for 28 hours to observe and record the actual teaching and learning situations. In addition, both questionnaires and tests (pre-test & post-test) are utilized to examine the actual strategies the subjects employ. With reference to the results of the observation, questionnaires and tests, the author presents the most effective listening strategies of this course. Based on the conclusions of this thesis, some possible applications are proposed for an “English Lab Course for Occupational Purposes”. The author hopes these suggestions can enhance the development of relevant courses in the future.

[Truncated abstract] This study explored the use of English as a global language in multinational settings, particularly in regard to business contexts. The study was undertaken from an applied linguistics perspective with an education focus. An ethnographic approach, combining both qualitative and quantitative data-gathering techniques, was employed. An analysis of the language practices in two multinational companies, one in Malaysia and the other in Hong Kong, served to explore the global role of English. Such observation helped to identify the English and intercultural communication skills that business graduates will require to operate successfully in multinational contexts. Among the skills that were found to be important were the use of English for email communication; greater tolerance for and accommodation of the different accents and varieties of English; the ability to write informal reports in English; development of both oral and written communication skills in English to high levels; and the ability to work collaboratively with people from different national, cultural and linguistic backgrounds . . . More carefully considered teaching and learning approaches, which fully utilise the rich cultural diversity already existing in Australian universities, can assist the development of business graduates who will be more culturally sensitive and able to operate in international/ intercultural contexts. There is scope for further research on similar themes with other multinational companies in the same or different locations; there is also much scope for further work in the area of internationalisation of curriculum, which aims particularly to develop graduates’ intercultural communication skills to enable them to operate confidently in global and multinational settings.