Set up in 1994, the Business English program initiates a reform for the education of higher vocational Business English and sets up a PEB Mode, which features “Practice as the core, English as the main line, and Business as the background”. With prominent achievements in Courses Design, Teaching Research, Text-book Compilation, School-Enterprise Cooperation etc, the program has been leading in National Higher Vocational English education in China. In 2005 and 2006, the program of Business English was entitled with Model Program at provincial and national level respectively. In 2008, the faculty of Business English was awarded the “National Excellent Teaching Team” by the Ministry of Education.
The year of 2004 saw the establishment of Applied English Program in the English Department. It has two orientations, namely, English for Foreign Affairs and International Business Communication. With the introduction of the National Vocational Qualifications (NVQ) assessment system from England, the teachers of English for Foreign Affairs have constructed a reasonable course system and developed a series of unique simulation projects, combining basic linguistic knowledge with practical skills to handle foreign affairs. The teachers of International Business Communication have constructed an advanced and unique multi-dimensional course system, attaching great importance to the cultivation of the students’ comprehensive quality and practical capacities by enabling them to apply what they learn into the systematic practice and simulation of international communication. In addition to the on-campus simulation of foreign affairs and international communication, the Applied English majors also participate in the off-campus practical activities, such as serving the International Furniture Fair, hosting the British education delegation etc.
The program of Business English aims to cultivate and train intermediate and senior administrative assistants, business translators and senior business assistants who are qualified in both occupational ethics and operations in international trade, logistics, etc. with specialized skills in administration, translation, foreign trade documentation, customer service, etc.
1．Senior Administrative Assistant in business organizations and government offices;
2．Senior Business Assistant in foreign trade firms;
3．Translators and Interpreters for international business;
Through the training in English pronunciation and practice of the basic linguistic skills including listening, speaking, reading, writing, translating and interpreting, this course aims to help students lay a good linguistic foundation and raise their comprehensive English proficiency.
By guiding the students through a systematic understanding of business English and international business practice, this course aims to develop the students’ practical skills of business communication and operation in real life situations, such as enterprise introduction, products demonstration, customer reception, business documentation, business negotiation, etc.
This course aims to help students understand the nature and features of business interpreting, familiarize with the skills of pre-interpreting preparation, listening and analysis, note taking, short-term memory, speech production and efforts coordination, and master the basic expressions and cultural knowledge of the general business projects such as ceremonial address, business travel, business interview, business presentation, enterprise introduction, business meeting etc. so that they are able to undertake the elementary business interpreting tasks including business reception, business negotiation, advertising, introducing investment etc.
This course consists of on-campus simulation and off-campus practice. In the on-campus session, by playing the roles of organizers and exhibitors, the students perform through the whole process of exhibition and learn the exhibition theory and practical skills in virtual situations. In the off-campus session, the students undertake different tasks of exhibitions held in Shenzhen after taking some training programs. With the exhibition platform, this course helps the students apply the knowledge of English, business and exhibition that they learn on campus into the real-life international exhibitions so as to improve students’ knowledge, skills, attitudes, methods and social capacities.
Practice of International Trade
This course targets at the practice of import and export business in China. With the contract for the international sales of goods as the center, by systematically introducing the basic knowledge and skills of each business link, this course is designed to help students master and apply the basic theories and skills, laws and regulations, as well as routine procedures of international trade. Guided by the concept of learning while working and the British NVQ assessment system, this course adopts a teaching model of “students’ self-taught plus teacher’s explanation” with projects training at the core. It combines in-class simulation with after-class research and attaches importance to the development of students’ occupational competence.
English for Foreign Affairs
English for Foreign affairs is designed to educate students morally, intellectually, physically and aesthetically, and to cultivate English personnel who grasp the basic skills of listening, speaking, reading, writing and translating, and boast rich knowledge of British and American cultures. The students are also expected to familiarize with foreign policies and laws of the nations concerned, and master the practical skills in dealing with foreign affairs.
1．Foreign Affairs Administrative Assistants in foreign-related enterprises;
2．Clerks and interpreters in the foreign affairs department of foreign-related enterprises;
3．Administrative staff in foreign affairs offices of Governments.
In addition to the linguistic courses (such as Comprehensive English, English Listening and Oral English etc.), the following five core courses are also offered for Foreign Affairs English majors.
English for Foreign Affairs
This course is designed to develop students" English knowledge for reception, talks and meeting arrangements concerning foreign affairs. It also aims to provide the students with the skills in dealing with foreign reception and the knowledge of reception process, rituals and taboos, and common senses as well as a basic understanding of Chinese traditional culture like food, opera, martial arts etc. According to the working process of foreign reception, 15 practical training projects are set in the course, where British NVQ assessment system is introduced and the student-centered teaching philosophy is adopted. In this course, the students’ performance is co-assessed by the teacher, peers and themselves.
Practical Writing on Foreign Affairs
Through systematical writing practice in words, phrases, sentences, paragraphs and texts, this course aims to enable students to understand the basic features of English morphology and syntax, to familiarize with the common writing layouts as well as various practical writing styles dealing with foreign affairs. This course also aims to lay a good foundation for the students to take up foreign-related activities while improving their language capability. Teaching this course involves theory illustration, sample demonstration, writing practice etc..
Foreign Affairs Interpreting
Through comprehensive interpreting practice, this course aims to provide the students with the basic knowledge and skills of English-Chinese interpretation, enabling them to understand the nature and features of interpreting, master the basic principles and common tactics for interpretation. With a series of simulation projects, this course offers the basic vocabulary, useful expressions and background knowledge concerning foreign-related topics, such as ceremonial address, interviews, enterprise introduction, negotiations etc. so that they are able to undertake the elementary foreign affairs interpreting tasks.
Practice of Foreign-related Communication
This course is designed to provide the students with the rituals and norms involved in the foreign affairs communications and help them understand the international and domestic situations and policies, with an aim to cultivate good behaviors and language habits. Classroom organization takes the form of interactive lectures, case studies, social researches, group discussions, demonstrations and role plays, focusing on analysis and discussion. Students are also organized to participate in various activities held by off-campus enterprises and foreign affairs offices.
Policy and Laws of Foreign Affairs
This course aims to develop students" knowledge of China’s foreign policies, laws and regulations concerning foreign affairs, and to cultivate the students’ capacities of foreign reception. With a large number of foreign-related cases based on the true stories, the course provides the students a basic understanding of foreign affairs policies and regulations. Classroom organization takes the forms of interactive lectures, case studies, social researches, group discussions and role plays, focusing on both in-class simulation and off-class practice.
International Business Communication
English for International Business Communication is designed to educate students morally, intellectually, physically and aesthetically, with an objective to cultivate English personnel who grasp the basic skills of listening, speaking, reading, writing and translating, and boast rich knowledge of international business culture. The students are also expected to master the fundamental knowledge and skills in dealing with international business, and familiarize with the basic theory and strategy for international communication.
1．PR practitioners in international business agencies;
2．International business negotiators and their assistants, assistants to customer service managers;
3．Field interpreters for enterprises and institutions, executive assistants for international business agencies;
4．Staff in cross-cultural communication organizations, and personnel in enterprises or departments dealing with foreign affairs.
In addition to the linguistic courses (such as Comprehensive English, English Listening and Oral English etc.), the following five core courses are also offered for the International Business Communication majors.
International Business Communication
This course comprises several modules including business reception, social communication, telephoning, conference, speech, negotiation, job-hunting and complaint. Each module is taught in accordance with business communication procedures and is set in typical business communication situations. A large number of authentic cases are brought into classroom in order to train students’ capability of problem analysis and resolution as well as that of cooperation and communication. Communication in simulated on-spot business situation is one means of teaching that shows our student-centered mode and is aimed at developing students’ capability of business communication in English.
International Business Writing
This course is designed to help students understand the types and function of business writing, writing rules, specific formats and writing methods on one hand, and the principles of business communication plus their role in business activities on the other hand. The content of this course is closely related to business life, with various cases attached. Through frequent writing practice, students are expected to be able to organize business information in an orderly way, draw up all kinds of standard business documents explicitly, and properly use business communication etiquettes and skills so as to achieve effective communication.
International Business Negotiation
This course requires students to master the fundamental theoretical knowledge and basic skills concerning professional English, which is indispensable for effective international business negotiation. Systematic explanation of theoretical knowledge and substantial case studies as well as simulation of authentic business negotiation will develop students’ comprehensive capabilities, with which students can assuredly and skillfully communicate in negotiations that are commonly seen in international business and are able to employ some basic skills to cope with any possible problem arising in any link of business negotiations.
Public Relations (PR)
Characteristic of “people-orientation” and “two-way communication”, Public Relations combines systematic theories with major PR essentials, which include the roles and functions of PR, fundamental principles and conventions of PR，organizational image, basic etiquette, PR planning etc.. It also contains explicit and detailed case analyses. This course will enable students to master the skills for PR practices based on their deep understanding of PR principles.
Business ICT is a new course that incorporates both theory and practice. It is the outcome of economic globalization and advanced technological development. Through practices, students are expected to know how to operate video conferences and teleconferences, how to use various word processing software, search engines, and e-mail, and how to use ICT (secretarial and office automation technologies included) in business context. Students with such techniques will be able to improve communicative efficiency in international business through technological means and become efficient communicators on modern technology.
College Foreign Languages Department
College English Department consists of 3 teaching and research sections. There are altogether 50 staff members, including 10 professors and associate professors. The majority of the staff has got Master’s degree or has studied abroad, with 6 Ph. D or Ph. D candidates.
College English Department offers college English courses for nearly 30,000 non-English majors and arranges their selective foreign language courses apart from English, namely, Japanese, Korean, French, Spanish, and Russian. The department now offers two categories of required courses: career-oriented English and industry-oriented English, and also two categories of selective courses: quality-oriented English and some professional English. Of the total 60 courses, Management English is crowned as the “National Quality Course”.
College English Department has kept exploring the best possible way of vocational English education. The “3S-centered teaching mode” devised by CED has won the first prize for education achievement in Guangdong province and the second prize awarded by the Ministry of Education. The “Reform in Vocational English Education” initiated in 2007 led to the establishment of a vocational education-based theoretical and practical system for college English education, the first move of its kind nationwide. This has highlighted the features of vocational college English courses.
The Department has made prominent achievements in theoretical research as well. The department has published the first academic book on vocational college English education in China--- Theories and Methods of Vocational English Education. In total, over 50 textbooks compiled by the department have been published by the Higher Education Press (HEP), Shanghai Foreign Language Education Press (SFLEP) and Foreign Language Teaching and Research Press (FLTRP), and most of theses textbooks are planned by the Ministry of Education, such as English for Specific Purposes series published by HEP, New Century English series by SFLEP, Hope English series and English for Careers series by FLTRP.
Eastern Languages Department
The School has two Japanese majors, namely, Business Japanese and Applied Japanese (Foreign Affairs Direction), aiming to cultivate students to be application-oriented talents with good comprehensive quality, the capacities of listening, speaking, reading, writing and translating, and the necessary knowledge of business and foreign affairs, who are able to meet the needs of the first line of business and foreign affairs.
The department currently has 17 full-time teachers (including two foreign teachers), among whom the teachers with senior and intermediate titles account for 20% and 80% respectively. This is a team with complete knowledge structure, good comprehensive qualities, new educational philosophies, and rich teaching experience. More than half of the faculty are returned overseas, and the rest enjoy further education background in Japan. Two Japanese teachers are employed and engaged in language teaching.
The "student-centered" philosophy of education is implemented in the department, where a modular course system has been set up. The courses cover four modules, namely, language, business, office skills, and public courses, focusing on the socialization of teaching content. The scientific, modern and practical course structure ensures that the graduated students meet the job needs of the society.
The Department of Eastern Languages boasts six first-class digital language laboratories, one simulation room equipped with simultaneous interpretation facilities and a room of Japanese culture. In addition, the school’s library and data room enjoy a collection of 8000 kinds of books concerning Japanese language, including 2300 original books. Moreover, hundreds of VCDs and CD ROMs can be viewed or downloaded.
The Department has established close cooperation relationships with many well-known multinationals such as Mitsubishi Bank, Panasonic Electronics, Casio Electronics, Epson, Ricoh, as well as some International Convention and Exhibition Centers and Associations, where the department’s training bases are located. These units and organizations ensure the Japanese majors practical training opportunities and apprenticeship places. At the same time, the representatives of these companies and associations are also employed and organized to be a professional management committee, forming a smooth channel for the co-operation of production, learning and research.
So far, the Department has signed cooperation agreements with many universities in Japan. For five consecutive years, the department has conducted friendly exchanges with Kokushikan University and received a total of more than one hundred Japanese students, who come to our department for their further study. Meanwhile, since 2002, we have sent more than 30 students to Kokushikan University to study undergraduate courses. Kyorin University in Japan also chooses our department as its practice base for Japanese language teaching. We have also established cooperation relationships with many universities and institutions in Japan, such as Teikyo Heisei University, Osaka School, Kibi International University of Japan, Osaka Japanese Language Education Institute, and Applied Japanese Education Association. The international exchange network has created a good opportunity and expanded development space for teaching and research.
There are now 12 classes and 400 students studying in the department with more than 600 graduates. The employment rate is nearly 100%. Our employment units are scattered throughout Shenzhen and the surrounding areas where the Japanese-funded enterprises and joint ventures are located. Our graduates are welcomed by the employment organizations.
As a Chinese saying goes, it takes ten years to grow a tree, and hundred years to nurture a talent. We will do our utmost to serve the people and contribute to the society.
Western Languages Department
Western Languages Department has been offering the Business Foreign Languages program since September, 2000. There are 240 students specializing in Business
Russian, Business French, Business German, Business Korean, or Business Spanish.
There is a well-qualified working team with the specialty of Business Foreign Languages. Most of the teachers are from not only the domestic famous universities with higher degrees but also the recognizable universities in other countries. Their
excellence in language and the work-related experience dominate the teaching program. Besides, there are many foreign teachers from the other various countries with
professional language teaching. They offer students a real environment of foreign language learning, and contribute the useful program and skills as well.
Business Foreign Languages program rests on the market needs in Shenzhen with its main characteristic being vocational language learning. On the basis of practical skills of language studies, business and communication skills are strongly integrated into the teaching and learning style.
Business Foreign Languages offers the graduates with solid foreign languages ability and the good command of international business knowledge. The Foreign Languages learning focuses on English, Russian, French, German, Korean and Spanish.
For the purpose of the improvement of internationalization, the department takes efforts to establish co-operation with many famous enterprises or colleges in foreign countries. Some famous universities abroad have signed agreements for exchange programs, such as exchange students, summer or winter camps, setting up language certificate training center in China, and so on.
Upon graduation, the students are qualified for positions such as manager assistant, secretary, translator, interpreter, marketer, office clerk, and tourist guide in foreign-oriented businesses or public organizations