A Survey Report on the Effectiveness of Business English in College English Teaching

【Abstract】With the development of global economy, the workplace is in urgent need of a large number of interdisciplinary talents with strong English communication skills and business knowledge. As an important base for talent cultivation, colleges should adapt to the situation, cultivate talents and meet the needs of society. The paper makes a careful investigation about the cultivation goals of business English, employment prospects and English requirements of employers in domestic labor market. Based on the present situation of college English curriculum and teaching in Leshan Normal University, it discusses how to implement and promote the curriculum of business English course in college English teaching, improve the employment opportunities of college graduates

【Key words】 business English; training objectives; employment prospect; compound talents; teaching mode; quality of teachers; teaching team; cooperation

【作者簡介】 许毅兰(1965.06-)，女，四川乐山人，乐山师范学院外国语学院，讲师，研究方向：应用语言学和英语教法的研究。

Introduction

With the localization of foreign trade enterprises and internationalization of domestic enterprises, the job market needs a large number of business English talents with strong foreign language communication skills, business and foreign trade knowledge, and familiar with modern office equipment. The demand still continues to expand, so universities should adapt to the situation actively and cultivate English talents to meet the needs for social development. In foreign languages schools of many universities, college English teaching departments have begun to try to open college trade or business English courses. International trade practice teaching is an important link in college English talent training, which helps to improve the competitiveness of employment for college students in the workplace. However, in recent years, college graduates in China have been facing a difficult employment situation, and the state encourages college graduates to start their own business, which puts forward higher requirements for the talent cultivation of college English,  international trade practice teaching reform is imperative. This paper makes a careful investigation about the cultivation goals of the foreign trade, employment prospects and domestic major talent markets based on English requirements of employers. Based on the present situation of college English curriculum and teaching in Leshan Normal University, the paper discusses how to implement and promote the curriculum of foreign trade English in college English teaching, improve the employment opportunities of college graduates, cultivate students’ autonomous entrepreneurship consciousness, strengthen the entrepreneurial thinking and improve innovation ability to achieve the goal of English services to the society.

1. Training Objectives of Business English

This major cultivates interdisciplinary talents who can use English to conduct foreign and business activities, students during the period of school, through classroom teaching and practice teaching, can skillfully master English reading, writing, listening, speaking, translation and other language skills, and basic knowledge of foreign trade or bsiness, and cultivates practical English talents with strong English language ability and comprehensive business knowledge.

Main courses: comprehensive English, oral English, business English, foreign trade English, translation course, international trade and practice, e-commerce, international marketing, etc.

With China’s entry into WTO, a large number of foreign enterprises are seeking development opportunities in China, while Chinese enterprises are facing opportunities to go to the world, the commercial and foreign trade field has obtained considerable development. In this environment, communication between enterprises becomes an important condition for cooperation.

It is estimated that from the current export volume of China’s foreign trade, foreign trade companies with the export rights will increase 180,000 on the original basis in the next 5 years, by then China will have more than 360,000 companies with the right to import and export. According to the average proportion of talents owned by China’s existing companies with import and export rights, China needs at least 1.8 million foreign trade talents to serve enterprises, among which the demand for business English talents accounts for a considerable proportion.

It is predicted that English talents, especially business English majors, will be one of the top 10 hottest talents in the next 10 years. The rapid development of foreign economy has brought us both opportunities and challenges after China’s entry into WTO, the biggest impact on China is not the automobile industry, nor the manufacturing industry, but education, especially vocational and technical education. The increasing number of enterprises which engage in foreign trade will inevitably lead to a large shortage of international business talents, especially those with solid English language foundation, proficiency in language skills and communication skills, as well as knowledge of international economy and trade.

At present, there are about 360,000 enterprises with import and export rights in China, but fewer than 100,000 personnel have obtained the certificate of export sales in China, and the most important point is a few people know Business English. Companies engaged in foreign trade business should have at least several or even hundreds of foreign trade talents who know business English. Obviously, there is a big gap of talent demand shortage. The prospects for English talent are good. Today in many foreign trade enterprises in china, only about 1500 people specialize in foreign trade import and export. Some foreign trade enterprises whose business volume is large, and they have their own import and export companies, but they lack real talents with “professional” background, which is out of line with the booming development of foreign trade economy. Lack of high-quality professionals will seriously affect the rapid and sustainable development of foreign trade and economic cooperation. College graduates majoring in business English still have great advantages in the future job market.

It can be seen from above that it is imperative to popularize business English in college, and college foreign language teaching departments in universities should shoulder this important responsibility of promotion.

2. Analysis of Employment Prospect of Business English Major

2.1 Training Target of Business English

The Business English major cultivates interdisciplinary talents who can conduct foreign trade and business activities in English., during the period of school, through classroom teaching and practice teaching, students can skillfully master English reading, writing, listening, speaking, translation and other language skills, and they also master the basic theoretical and professional knowledge about foreign trade, with a good oral English for specialty, secretarial English as the direction, business English major ultimately cultivate senior application personnel who can engage in the business, tourism, foreign trade, secretarial work, etc in English.

2.2 Employment prospect

China needs a large number of interdisciplinary talents who know both English and foreign trade. Most of the graduates of this major are engaged in foreign trade business in foreign trade enterprises, and engaged in clerical and translation work in large foreign-related hotels, tourism departments, the rate of employment is more than 90%.

2.2.1 International Trade Practice Direction

This major aims to cultivate senior applied talents who master the basic theoretical knowledge and professional knowledge necessary for business English major, have strong English application skills and business operation ability, and can be engaged in business and secretarial work. This major is composed of English language ability, business operation ability and computer application technology, which are the core of the whole teaching plan. And its employment prospect is optimistic.

2.2.2 International Business Management and Secretary

This major requires the students to master the basic theoretical knowledge and professional knowledge necessary for business English major, with strong English application skills and business operation ability, and can be engaged in business management and project planning. After graduation, students of this major can master the knowledge and skills of business operation, and can skillfully use English and computer to engage in international business and secretarial work.

Some main courses: Secretarial Science, Secretarial Practice, Document Writing, Business Simulation, International Business Negotiation, Import and Export business and Documents, Business English Interpretation, Business English, Office Automation, Accounting Principles, Enterprise Management, etc.

2.2.3 Exhibition English

This major aims to cultivate high-level practical professional talents who master the basic theory and knowledge of exhibition and advertising design, have the ability of exhibition design planning and artistic creation design by computer. After graduation, students can be engaged in the organization and planning of International and domestic exhibitions, exhibition translation, exhibition coordination and service, foreign affairs office and other work.

Employment prospects: international business companies, foreign-funded enterprises, foreign-funded enterprises, private enterprises, financial institutions, Chinese subsidiaries of multinational companies, overseas Chinese companies, foreign institutions, governments, administrative institutions engaged in international trade, import and export trade, business negotiations, translation, foreign secretary and management. Also suitable for foreign trade companies, shopping malls, hotels, etc.

3. The Present Situation of College English Teaching in Leshan Normal University

In fact, in recent years, in order to adapt to the situation, improve the students’ employment and professional ability, many colleges and universities school of foreign languages are constantly explore the reform of college English, the School of Foreign Language in Leshan Normal University is also done a lot of exploration and reform on college English curriculum and teaching mode, and has been trying to implement the reform scheme since 2015.

3.1 Teaching Mode

The total credits of college English are 12 credits, which is completed in two stages.

The first stage: the first academic year is graded teaching stage as well as the foundation stage of college English. In this stage the freshmen take basic college English course, acquiring basic English skills of listening, speaking, reading, writing and translating. Class hours are 4 classes a week. The total credits in this stage are 8 credits, 4 credits each semester. The main teaching content is intensive reading, listening and fast reading.

The second stage is classified teaching stage, that is, the sophomores are divided into modules. Students can choose different courses according to their interests and major direction to study English for 2 semesters. Class hours: 2 class hours a week, 4 credits of the second academic year, 2 credits each semester. The curriculum is as follows:

College English course modules in the School of Foreign Language in Leshan Normal University .

Since September in 2017, the courses above have been implemented, and the teaching effect is still waiting for the later teaching feedback. But at least students’ enthusiasm for English learning has risen markedly.

3.2 Selection and use of teaching materials

The main teaching materials for basic college English courses are:

New College English Integrated Course, published by Shanghai Foreign Language Education Press and edited by Ji Peiying.

New Horizon College English(Viewing, Listening & Speaking),  published by Foreign Language Teaching Research Press and edited by Jin Xia.

21st Century New college English for Interactive Purpose, published by FU Dan University Press, edited by Wang Rongpei and Zhou Shen

The main teaching materials for second stage courses are:

Professional teaching materials: arts and sports teaching materials are self-compiled by teachers; Non-art and physical teaching materials are selected according to the major and the actual needs of our students.

3.3, Teachers

In the English teaching department of the School of Foreign Languages, Leshan Normal University, almost all the 50 teachers are undergraduates and postgraduates, majoring in English. Their major direction is English language research, and they seldom set foot in English for specific purposes. The age structure is young and middle-aged.

4.The Implementation of Foreign Trade English in College English Teaching

4.1 The Quality of Foreign Trade English Teachers

Foreign Trade English has strong practicality. It can be seen from the professional direction of the college English teachers in our school above, the weak teaching force is the weakness of college English specialization. Therefore, it is the key to strengthen the construction of teaching staff and build a high-quality compound teaching staff.  The author thinks that, foreign trade English teachers should have the following qualities at least:

4.1.1 Ability of Teaching in Full English

At present, in the process of foreign trade English course teaching, A few teachers give lessons in full English, in the teaching process, almost all teachers are teaching in Chinese except for some individual foreign trade terms in English or simply introduce students some foreign trade English terms, teachers need to enhance their own professional and language skills, in the process of teaching, they can really teach in full English, interact with students, make students really learn professional knowledge in an English environment, only in this way can they let students deal with everything in the future business activities.

4.1.2 Systematic Knowledge of Foreign Trade

Foreign trade knowledge, as a complete knowledge system, is closely related to law, economics and other disciplines. As a result, teachers who teach foreign English must grasp the knowledge system of this course, on the basis of skilled foreign trade English, they should study some relevant knowledge about international trade, international law system in order to avoid teaching the foreign trade English courses in the way they teach English intensive reading course, in doing so, they can accurately express relevant concept and knowledge of foreign trade in teaching.

4.1.3 Business Practice Ability

Teachers of foreign trade English should go deep into business practice through various channels and ways to cultivate their ability of business world so as to guide students correctly in the teaching process.

Of course, it is still very difficult for us to build a high-quality teaching team in the short term, but we will not use this as an excuse to delay the reform of college English teaching, teachers should actively explore some excessive solutions.

4.2 Discussion on Solutions to the Transitional Period

4.2.1 In-Service Training

Encourage young teachers who want to change their major direction to study foreign trade English or business English courses, this process may last for at least 2-4 years, with a certain long-term. However, once a teacher is determined to teach foreign trade English course, it should be relatively stable.

4.2.2 Introduction of Talents

Invite business students with at least 3-5 years of overseas study experience and foreign trade professionals with high English proficiency to join our college English teaching team.

4.2.3 Seeking Cooperation with School of Economics Management

Foreign trade English is a professional applied course. In the case that there is a serious shortage of teachers to meet the requirements of business English teaching, the author thins that business English course should be separated from the college English teaching department, and cooperate with the school economics and management to under take the task of business English teaching in whole university. As a transitional period, this method is the most effective and efficient way to solve the problem of shortage of teachers. Meanwhile, it can effectively use existing teaching resources, save time and teaching costs, and achieve the best teaching effect.

With the localization of foreign trade enterprises and the internationalization of foreign trade enterprises, the job market needs a large number of business English talents with strong English communication skills, business foreign trade knowledge and familiar with modern office equipment. And the key to the popularization of business English is to strengthen the teaching force of college English and build a compound teaching team,

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