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A Development of an ESP Course Using the Performance-based Instruction for Sales Staff in Logistics Business

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Title: A Development of an ESP Course Using the Performance-based Instruction for Sales Staff in Logistics Business


1
A Development of an ESP Course Using the
Performance-based Instruction for Sales Staff in
Logistics Business
  • Tanisaya Jiriyasin

2
Background of the study
  • Logistics, the management of the flow of
    resources which involve the integration of
    information, transportation, inventory,
    warehousing, material handling, packaging, and
    security between the origin point to the
    destination for the customers or corporations,
    has now become one of the necessary tools for a
    business to be competitive over its rivals.

3
  • Effective logistics systems can reduce business
    cost in the supply chains while increasing the
    business margins.
  • As a result, there has been an increasingly rapid
    growth in logistics business.

4
  • The future of logistics business is forecasted to
    be more prosperous particularly when ten
    different countries including Thailand are united
    to become one as members of ASEAN community.

5
  • Since English will probably be used as a language
    of communication among people in AEC community,
    the problem of English communication may arise
    with Thai business professionals working in
    logistics business.

6
  • The interviews conducted with the Dean of the
    Logistics Department, UTCC, and a business owner
    of a logistics company revealed that
  • - Thai undergrads needs more English improvement
    besides incoterms knowledge,
  • - Thai employees needed to be more proficient in
    English, esp., speaking and business writing

7
  • With regard to the success and growth of any
    business, sales personnel is considered to be one
    of the crucial work force.
  • Therefore, there is a demand for an ESP course
    that is especially tailored to help them improve
    their work performance when using English.

8
  • Additionally, there is no study in English
    language teaching and learning that focuses on
    Thai professionals who are working or want to
    work in sales departments in the logistics
    business.

9
  • This ESP course will be beneficial for the sales
    staff and their employers. Their confidence in
    using English can lead to an excellent work
    performance, customers satisfaction, and finally
    successful business of their organizations.

10
Objectives of the study
  • 1. To investigate the needs of English for
    business communication of the sales staff
    working in logistics business.
  • 2. To develop an ESP course of English for
    business communication using Performance-based
    Instruction (PBI) for the sales staff in the
    logistics business.

11
  • 3. To investigate the effect size of this ESP
    course.
  • 4. To investigate the opinions of the subjects
    towards the PBI instruction.

12
Research questions
  • 1. What are the needs of English for business
    communication of the sales staff working in
    logistics business?
  • 2. To what extent does the ESP course
  • of English for business communication using
    Performance-based Instruction (PBI) can improve
    the sales staffs English proficiency?

13
  • 3. What is the effect size of this ESP course?
  • 4. What are the opinions of the subjects towards
    the Performance-based instruction?

14
Statements of hypotheses
  • 1. The means of the English posttest scores of
    the subjects are significantly higher than those
    of the pretest after the subjects had been
    exposed to the Performance-based instruction.
  • 2. The effect size of the difference between the
    means of English posttest scores and those of the
    pretest is large.

15
Scopes of the study
  • Population Thai and English non-natives males
    and females working as sales in logistics
    companies
  • Samples volunteered Thai sales staff working in
    logistics companies

16
  • Independent variable ESP course using PBI
  • Dependent variables means of pretest and
    posttest scores and subjects opinions

17
Definitions of terms
  • ESP course Business English writing course
    focusing on the language use of sales staff in
    the logistics business. The number of studying
    hours is 30 hours excluding hours for the pre-
    and post-tests.

18
  • PBI instruction which aims at improving English
    on-the-job business writing of sales staff in
    logistics business. Its method are to
    demonstrate examples of English performance and
    the process of generating the performance with
    guided practice and feedback until the learners
    can best perform on their own.

19
Research design and scope of the study
  • Research design the One-Group Pretest-Posttest
    Design due to the nature of PBI process which
    deals with demonstrations and provisions of
    practice and feedback. Therefore, a close
    attention will be placed on the subjects before,
    during, and after their performance.

20
Stages of the study
  • Stage 1 Conducting needs analyses with Logistics
    business owners, their staff, and other
    stakeholders to find the jobs criteria and
    benchmarks for sales staff, content analysis and
    observation of staffs language use in their real
    work place

21
  • Stage 2 Interpret the data from the needs
    analysis to develop an ESP course materials using
    PBI and the business English performance test
    including its rubrics to evaluate the learners
    English writing proficiency.

22
  • Stage 3 Pilot some of the course materials and
    test
  • Stage 4 Implement the course materials and test

23
  • Stage 5 Conduct the main study
  • Stage 6 Investigate the learners opinions
    towards PBI course

24
Instruments
  • 2 sets of questionnaires and semi-structured
    interviews for a logistics companys owner and
    sales staff in logistics company
  • course materials
  • English performance test including its rubrics
  • Interview questionnaires
  • Teachers observation log

25
Data analysis
  • Question 1 and 4 Qualitative method using
    Theorizing method (LeCompte and Preissle, 1993)
  • Question 2 and 3 Quantitative using t-test for
    dependent means and Cohens d to check the effect
    size

26
(Tentative Research Proposal)The Establishment
of Business Word-List for Thai Students in Higher
Education
Researchers Aj. Poonchai Poonwathu Dr. Tanisaya
Jiriyasin
27
  • Vocabulary knowledge has been regarded as a vital
    part in language learning. According to Laufer
    (1997 cited in Min, 2008), it has long been
    deemed a major determinant influencing ESL/EFL
    reading comprehension.

28
  • Meara (1996) also supported that learners with
    big vocabularies are more proficient in a wide
    range of language skills than learners with small
    vocabularies.

29
  • Concerning the vocabulary study, there were two
    well-known studies which were British National
    Corpus (BNC) and Academic Word List (AWL)
    (British National Corpus Online Coxhead, 2000)
    which dealt with word corpus in commercial and
    academic contexts.

30
  • These word lists have been used and studied
    extensively in other areas such as engineering
    and medicine (Zeng and Tse, 2006) just to name a
    few in order to find the word corpus that is
    significant in its field.

31
  • The underlying principle of the studies was
    mainly based on the belief that if the ESL/EFL
    learners have been equipped with the vocabulary
    knowledge specifically required for their study,
    it can facilitate their learning.

32
  • To decide which genre of word lists the language
    learners need to learn is also based on the
    visions of their educational institutes and the
    demands of other stakeholders.

33
  • The vision of UTCC focuses on business-oriented
    context since it was founded by the Chamber of
    Commerce of Thailand. As a result, most of the
    English courses for the students studying in
    every faculty will deal with the use of English
    language in working and business contexts.

34
  • Therefore, the purpose of this study is to set up
    a word list of 2,000 important business
    vocabulary to equip Thai undergraduate students
    with business vocabulary knowledge when reading
    any business news section from local English
    newspapers.

35
Objectives of the study
  • To establish a word list of necessary 2,000
    business vocabulary for Thai undergraduate
    students extracted by Log Likelihood.
  • To establish a word list of necessary 2,000
    business vocabulary for Thai undergraduate
    students extracted by Chi Square.

36
  • To compare the differences and similarities of
    the business word lists created by the two
    measures.

37
Research questions
  • 1. What is a word list of necessary 2,000
    business vocabulary for Thai undergraduate
    students extracted by Log Likelihood?
  • 2. What is a word list of necessary 2,000
    business vocabulary for Thai undergraduate
    students extracted by Chi Square?

38
  • 3. What are the differences and similarities of
    the business word lists created by the two
    measures?

39
Scope of the study
  • Independent variables vocabulary used in
    various business sections in the Bangkok Post and
    Nation newspapers
  • Dependent variables a word list of necessary
    2,000 business vocabulary

40
Definitions of terms
  • Business words or vocabulary are content words
    that are found in all sub-sections under the
    business sections of the two local English
    newspapers which are Bangkok Post and Nation.

41
Data collection procedure
  • Data will be collected from the business section
    and other sections of 2 online local English
    newspapers which are Bangkok Post and the Nation
    for a period of 4 months.

42
Data analysis
  • Data from the business section of each local
    newspaper will be analyzed against data collected
    from other sections using a concordance program.
  • Select the necessary 2,000 business vocabulary

43
  • Thank you for your attention.
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