IS BUSINESS ENGLISH TEACHING IN INDIA ALIGNED WITH INDUSTRY NEEDS? IATEFL Conference, 8 – 12 April 2013, Liverpool, UK 1

Abstract  With over 200,000 business graduates a year, India’s employers question why so many are unemployable. This session considers the extent to which Business English teaching is aligned with the real needs of the global market. It then provides suggestions for how such needs might be addressed to better equip India’s graduates and ensure their improved proficiency in Business English. 2

Problems at pre-employment stage Employers identified the following barriers to recruiting business school graduates from second or third rung business schools in India: ♦ Inability to speak and/or write English to a sufficient standard ♦ Written job applications not produced in a standard format ♦ Over-reliance on academic qualifications rather than work experience ♦ Lack of ability to sell oneself at interview 3

What employers expect?  Are English language/communication teachers in India aware of what employers expect in terms of communication skills requirements from business graduates? 4

Where are the Gaps in Business English teaching in Indian Business schools?  “What’s the difference between what industry wants in a prospective employee and what a business school tries to develop in a prospective manager – with respect to key skills that are a result of Business English training?”  “What are the key skills that industry wants in a prospective employee? How can these skills be developed?” 5

This study - methodology  To study this problem in greater detail, 100 plus Business Communication/English trainers and 100 plus industry professionals were contacted, and a questionnaire administered.  The data collected was then presented using bar charts. The responses compared and findings explained.  Recommendations are made based on the findings. 6

The Sample  The Business Communication/English trainers were drawn out of 53 Management Schools in and around New Delhi.  The industry professionals contacted included HR professionals, middle and senior level managers from across industry functions, drawn from small, medium and large industries. 7

Statement: The Business English (BE) landscape in India is very encouraging. 8

Statement: There are many Business English courses being offered in India. 9

Question: Rank the following skills in order of importance for future managers 10

Skills ranked in order of importance  Oral Communication Skills  Written Communication Skills  Interpersonal Communication Skills  Presentation Skills  Business Etiquette  Persuasive & Motivational Skills  Ability to function in a Group  Capacity to Manage Emotions  Ability to function in a Group  Persuasive and Motivational Skills  Business Etiquette  Presentation Skills  Oral Communication Skills  Interpersonal Communication  Written Communication  Capacity to Manage Emotions BE TeachersIndustry Experts 11

Question: Please tick mark activities that boost Oral Communication Skills 12

Top 6 activities that boost Oral Communication  Group discussions  Debates  Making presentations  Listening & speaking activities  Role plays and theatre based activities  Games  Listening & speaking activities  Group discussions  Debates  Making presentations  Discussions based lessons  Games BE TeachersIndustry Experts 13

Question: Please tick mark activities that boost Written Communication Skills 14

Top 6 activities that boost Written Communication  Writing activities  Grammar activities  Games  Mock Interviews  Soft Skills Training  Listening and speaking activities  Writing activities  Grammar activities  Making presentations  Ethics and Values based lessons  Discussions based lessons  Soft Skills Training BE TeachersIndustry Experts 15

Question: Please tick mark activities that boost Interpersonal Communication Skills 16

Top 6 activities that boost Interpersonal Communication Skills  Games  Debates  Group discussions  Listening and speaking activities  Soft skills training  Mock Interviews  Role plays and theatre based activities  Group discussions  Games  Mock Interviews  Discussions based lessons  Listening & speaking BE TeachersIndustry Experts 17

Question: Please tick mark activities that boost Presentation Skills 18

Top 6 activities that boost Presentation Skills  Making presentations  Discussions based lessons  Soft skills training  Mock interviews  Group discussions  Debates  Making presentations  Debates  Role plays and theatre based activities  Games  Group discussions  Listening & speaking BE TeachersIndustry Experts 19

Question: Please tick mark activities that improve Business Etiquette 20

Top 6 activities that improve Business Etiquette  Making presentations  Soft skills training  Debates  Role plays and theatre based activities  Group discussions  Ethics & Values based lessons  Soft skills training  Listening and speaking activities  Ethics and Values based lessons  Discussions based activities  Presentations  Group discussions & Mock Interviews BE TeachersIndustry Experts 21

Question: Please tick mark activities that enhance Persuasive & Motivational Skills 22

Top 6 activities that enhance Persuasive & Motivational Skills  Games  Group discussions  Role plays and theatre based activities  Soft skills training  Listening and speaking activities  Discussion based lessons  Soft skills training  Ethics and Values based lessons  Games  Role plays and theatre based activities  Listening and speaking activities  Group Discussions & Presentations BE TeachersIndustry Experts 23

Question: Please tick mark activities that enhance Ability to function in a Group 24

Top 6 activities that enhance the Ability to function in a Group  Games  Group discussions  Role plays and theatre based activities  Discussions based lessons  Ethics and Values based lessons  Soft Skills Training  Games  Group discussions  Role plays and theatre based activities  Soft skills training  Listening and speaking activities  Discussions based lessons BE TeachersIndustry Experts 25

Question: Please tick activities that enhance Capacity to Manage Emotions 26

Top 6 activities that enhance the Capacity to Manage Emotions  Mock interviews  Ethics and Values based lessons  Group discussions  Role plays and theatre based activities  Listening and speaking activities  Games  Soft skills training  Group discussions  Ethics and Values based lessons  Role plays and theatre based activities  Mock interviews  Games BE TeachersIndustry Experts 27

Findings 28  None of the Industry Experts ‘strongly agreed’ that the BE landscape in India is very encouraging, whereas 21% of BE teachers felt so.  None of the BE teachers ‘disagreed’ with the statement ‘there are many BE courses being offered in India’ whereas 22% of the Industry Experts ‘disagreed’ with the statement.

Conclusions & Recommendations 29  Since the BE landscape is not very encouraging and there are not too many BE courses being offered in India – as per Industry Experts, a lot needs to be done in this regard.  The number of BE courses needs to be increased or made more widespread. India is vast and diverse, and the smaller towns and villages are neglected.

Findings 30  When asked to rank eight skills in order of importance the industry experts ranked – Ability to Function in a Group as the top skill which was ranked seventh by BE teachers.  The skill ranked second by Industry Experts – Persuasive & Motivational Skills – was ranked sixth by BE teachers.

Findings 31  BE teachers ranked Oral Communication Skills, Written Communication Skills & Interpersonal Communication Skills as the top three skills whereas Industry Experts ranked Ability to Function in a Group, Persuasive and Motivational Skills and Business Etiquette as the top three skills or the most required skills in a business graduate.

Conclusions & Recommendations 32  BE teachers, and institutions, that prepare graduates for jobs in industry, seem unaware that just Oral, Written and Interpersonal Skills in isolation are not enough.  These skills should lead to a graduate having the Ability to Function in a Group, ability to Persuade and Motivate and practise Business Etiquette.

Findings 33  Out of the twelve activities listed to enhance eight important skills, BE teachers recommend the use of the following as the top six activities:  Group Discussions, Soft Skills Training & Grooming, Games, Role plays and Theatre based Activities, Listening & Speaking Activities, Debates and Mock Interviews as the top activities.

Findings 34  Out of the twelve activities listed to enhance the eight important skills Industry Experts recommend the use of the following six as top activities:  Group Discussions, Listening & Speaking Activities, Games, Soft Skills Training & Grooming, Role Plays & Theatre based Activities, Ethics & Values Based Lessons, Discussion Based Lessons.

Findings 35  Neither Industry Experts nor BE Teachers gave much importance to Writing Based Activities and Grammar Based Activities.  Industry Experts and BE Teachers chose these activities for only one skill – Written Communication Skill.

Conclusions & Recommendations 36  Industry needs more than just good communication and presentation skills.  Ethics and Values based lessons and Discussion based lessons must be used by BE teachers.  Discussion based lessons could be cases from diverse situations in industry that would lead students towards better understanding with teammates, ethicality and sensitivity towards the environment.

Outcome of this study 37  From this study it can be safely concluded that Business English teaching in India is not aligned with industry needs.  Steps need to be taken to correct this mismatch.  India is a vast and diverse nation and solutions may need to be customized for different regions and groups.

Thanks for coming for this talk and sitting through it! Any Questions Please? 38