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ACC JOURNAL 2016, Volume 22, Issue 3 DOI: 10.15240/ ul/004/2016-3-008
LANGUAGE EDUCATION IN BUSINESS STUDIES
Hana Romo á
Vysoká škola obchodní P aze, o.p.s / Uni e si y o Business in P ague,
Depa men o Fo eign Languages,
Spálená 14, 110 00 P aha 1, Czech Republic
e-mail: [email p o ec ed]
Abs ac
The aim o his con ibu ion is o sha e knowledge and expe ience o uni e si y eache s
eaching Language o special pu poses, Business Language and Language o Tou ism in
bachelo s udies, using speci ic eaching me hods and e alua ing language compe ences o
s uden s acco ding o he demands o he CEFRL. An impo an issue is he de elopmen o
new eaching ma e ials using mode n in o ma ion echnologies. Language knowledge is a key
compe ence o a uni e si y g adua e. Subjec ma e s o he s udies o u u e specialis s in he
a el ade ha e o comp ise opics on he de elopmen o ou ism, geog aphy o ou ism,
sus ainable ou ism, s a is ical epo s, p omo ion and ma ke ing, sus ainable ou ism and
in e cul u al communica ion. Since ou accession o he Eu opean Union, ou coun y has had
o comply wi h he s anda ds o enable in e na ional compa ison and o use he same app o ed
uni ied e minology.
Keywo ds
Fo eign language s udies; Tou ism; Common Eu opean F amewo k o Re e ence o
Languages.
In oduc ion
The Uni e si y o Business in P ague is a non-p o i o ganiza ion which o e s bachelo
p og ams in In e na ional Te i o ial S udies – Tou ism, In o ma ics in Tou ism, A ia ion
T anspo Se ices in Tou ism, and Guiding in Tou ism. S udying o eign languages belongs
o he main subjec s. S uden s s udy wo obliga o y o eign languages, and o he wo
languages a e op ional. Languages a e s udied du ing he whole cou se o hei s udies
al hough he e ha e been changes in he syllabi wi h he new acc edi a ion. A p esen , du ing
he i s yea s o s udy in he bachelo s udy p og am he e is a inal s a e exam in he main
o eign language a he end o he s udies. Bachelo hesis con ains opics w i en in Czech
and English as well, and he summa y has o be in English. Pa o he inal exams is a sho
summa y o s uden s’ bachelo hesis and a discussion abou i . The e is o cou se a lack o
knowledge o o mal w i en English. So as a pa o language ui ion a en ion is paid o
p ac ical issues o he w i ing p ocess, especially in he hi d yea o s udy. In his ield o
s udy, o eign languages play an insepa able pa o e e yday li e and o m an insepa able
pa o he p epa a ion o specialis s in his sphe e.
1 Subjec Ma e o he Fo eign Language S udies a he Uni e si y o Business in
P ague
Subjec ma e o he s udies o u u e specialis s in ou ism has o comp ise opics
conce ning he de elopmen o ou ism, u u e ends in ou ism, holiday ypes, ou ism
geog aphy, sus ainable ou ism, s a is ical epo s, p omo ion and ma ke ing in ou ism,
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sus ainable and esponsible ou ism, and in e cul u al communica ion. Since ou accession o
he Eu opean Union, ou coun y has had o comply wi h he s anda ds o make in e na ional
compa ison possible; o use he same ou ism sa elli e accoun s and sec o al ope a ional
p og ammes o ou ism and o use he same app o ed uni ied e minology. The ou ism
indus y is one o leading indus ies wo ldwide. I is gene ally conside ed a signi ican
economic con ibu o o he g oss na ional p oduc and he la ges c ea o o jobs. I belongs
o he mos dynamically de eloping ac i i ies. Nowadays ou ism is much mo e sophis ica ed,
he li es yle o ou is s has changed a lo ; ou is s demand new p oduc s and hey wan o
ac i ely pa icipa e in ou ism ac i i ies. All hese new p oduc s mus ge a name, wi hou ha
unde s anding be ween consume s and p o ide s o he se ices would no be possible. The
ou ism indus y o e s employmen o o e one hund ed million people in he wo ld and he
Wo ld Tou ism O ganiza ion o ecas s a u he g ow h o in e na ional ou ism. Wi h ou
accession o he EU, he e is a s ong endency o using a common language no only because
o he ac ha he cos s o ansla ions a e e y high.
2 Compliance wi h EU Policy Conce ning Fo eign Languages
Ne e heless, since i s beginning he policy o he EU has also ac ed on he p inciple o
mul ilingualism, which means ha he na ional languages o all membe s a es ha e he same
s a us. This is ela ed o he Eu opean ci izens’ igh o language iden i y. The alue and
plu ali y o languages is being s essed and he in e es o language acquisi ion is suppo ed.
On he con a y o globaliza ion endencies in o he ields o social eali y, he p ese a ion o
all Eu opean languages is demanded. [8]
Wi h he accession o he Eu opean Union, ou coun y is bound o implemen he Eu opean
S anda d, he e minology o which is in ended o se e as a common language. The
de elopmen o ou ism depends on he de elopmen o he in as uc u e in he egion. Tha
is why indi idual egions a e encou aged o p epa e hei own egional ope a ional
p og ammes. Fu u e ou ism planne s on egional and local le els will ha e o be able o ead
EU documen s on egional policies and p epa e egional de elopmen plans and p ojec s. All
he coope a ion wi h he EU mus be submi ed in English. The comple ion o e minology o
he ou ism indus y has no been comple ed ye . P o essionals use he adjec i e “ ou ism” in
exp essions like “ ou ism indus y”, “ ou ism ac i i y”, “ ou ism p oduc ” whe eas he laymen
uses “ ou is ” ins ead.
2.1 Te minology o he Tou ism Indus y
The e minology o he ou ism indus y de elops e y as ; each season b ings new ou ism
p oduc s and ac i i ies. Fo s uden s and u u e specialis s in he ou ism ade i is impo an
o ha e an economic backg ound, o mas e business co espondence and communica ion.
Tha means, om he economic poin o iew, ha unde s anding s a is ical epo s in he
o m o ables and cha s showing ends o a el and ou ism is a mus o a specialis in
ou ism. In o ma ion ela ed o ou ism and a el is displayed on pie cha s, block cha s and
line g aphs. Lea ne s ha e o be able o deal wi h di e en o ms and ha e o ill in, o
example, cus ome enqui y o ms. Fu he , hey ha e o know he needs o di e en ypes o
a elle s, no o o ge o men ion isa equi emen s. W i ing business le e s – especially
a el agency co espondence when dealing wi h clien s, making ese a ions and making
icke ing a angemen s, acknowledgemen s o le e s o complain , is also a p e equisi e. An
impo an issue is o ganizing business ips, con e ences and con en ions.
The e minology de elops e y quickly, ha is why we canno limi ou sel es o adi ional
ex books and we ha e o coope a e wi h p o essionals in he business as well as wi h egional
au ho i ies o upda e ou s udy ma e ials. Le us ake, o example, he e m ecep ion.
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P o essionals p e e o use he e m on o ice o on desk a he han ecep ion, because
ecep ion is also a e m o a social e en o en held in ho els. P omo ion and ma ke ing in
ou ism ep esen o he impo an issues – he e a e di e en ypes o ad e ising and
p omo ion and compe i ion in a el agency business is ough. Businesses wi h desi e o
pa icipa e in he ma ke mus know how o gain cus ome con idence, p esen hei p oduc s,
and ul ima ely close he sale. S uden s ha e o unde s and he ole o ad e ising, which plays
a majo pa in helping o sell goods in he ma ke and is o en used o launch a new p oduc .
Ma ke esea ch is used o iden i y wha he consume s wan ; i s esul s a e used o an icipa e
wha consume s will wan in he u u e, wha hey a e willing o spend on and how o
pe suade hem o pu chase p oduc s. This in o ma ion is used be o e launching a new p oduc
o he ma ke . P omo ion on he In e ne is a new way o p omo ion and skills as designing a
websi e and planning p omo ional campaigns belong in he e. The e a e o cou se p oblems
connec ed wi h he de elopmen o ou ism in he wo ld, wi h o e -consump ion and was e
and so e ms and s udy ields like sus ainable o esponsible ou ism ha e appea ed. The
p oblems include he o e use o wa e and na u al esou ces, he possibili y o using esou ces
in a sus ainable way, main aining biodi e si y and on he o he hand inding ways o in eg a e
ou ism in o planning and o suppo local economies. We also ha e o men ion in e cul u al
communica ion. Di e en coun ies and cul u es ha e di e en ways o beha iou and
in e na ional e ique e is an impo an opic since social beha iou and local cus oms ha e o
be well known by a p o essional in he a el ade. He o she should be knowledgeable abou
in oducing, ba gaining, ipping, beha iou in business mee ings e c. Le us men ion some
examples, e.g. in oducing and beha iou owa ds women – when mee ing a pe son in Spain
o F ance, i is accep able o kiss a lady on he cheeks. In Egyp and he Middle Eas his
would be unaccep able, bu i is accep able wi h men. Fo he Japanese, i is unaccep able o
blow one’s nose in public; and ouching a child’s head in Thailand can e en be legally
sanc ioned.
2.2 Topics o he Syllabus
Guiding. Wo king as a Tou Guide. How o be a Good Guide. A Guided Tou . Guide
Commen a ies. P omo ion and Ma ke ing in Tou ism. Types o Ad e ising and P omo ion.
Wha is Ma ke ing. Selling Holidays. How o Sell a P oduc . Types and Ma ke Segmen s.
Holiday Ad e isemen s. Holiday P omo ion on he In e ne . Designing a Websi e. Planning a
P omo ional Campaign. De elopmen s in Tou ism. Fu u e T ends in Tou ism. Ad an ages
and Disad an ages o Tou ism. The His o y o Tou ism. S a emen s abou T a el and
Tou ism. Fu u e T ends in Tou ism. The E ec s o Tou ism in he Wo ld. How o be a Good
Tou is . The Impac o Tou ism. Tou ism and he En i onmen . Sus ainable Tou ism.
Ma ke ing Tou ism Responsibili y. Compu e Language and Compu e Sa e y a Wo kplace.
In e cul u al Communica ion.
2.3 En ance Exams in Languages and Fo ming S udy G oups
Du ing he i s yea s o he exis ence o he Uni e si y o Business in P ague he e we e
egula en ance exams in languages as well. This was a good hing o gi e an o e iew abou
he le el o he o eign language knowledge o ou p ospec i e s uden s. E en i language
g oups we e no o med acco ding o he exac language knowledge o he s uden s, he
o e all esul s a he end o he e m we e sa is ying. S uden s in hese mixed g oups we e
mo i a ed and hei inal esul s a he inal exams we e sa is ying. Ne e heless, he e was a
pe iod when we ied o g oup s uden s acco ding o hei le el o language knowledge e en
o he s udy o hei i s language. We ound ou , qui e su p isingly, ha s uden s wi h a low
le el o language knowledge – beginne s and lowe in e media es – we e no a leas
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mo i a ed o lea n mo e, o imp o e hei language skills o ge as e o a highe le el, bu
hey we e sa is ied wi hin he g oup o equals.
Acco ding o his expe ience we do no y o o m lowe and highe le els o g oups
acco ding o language knowledge conce ning he i s language, in which s uden s ha e o
pass hei inal exams. S uden s who en e e ia y educa ion, i.e. he uni e si y, a e supposed
o ha e a good command o a leas one o eign language and ha e passed hei school lea ing
exam in his language. So we s a eaching he language as a LSP (a language o special
pu poses) a in e media e o uppe -in e media e le el using co esponding ex books. The e
a e al oge he six e ms, o h ee yea s o eaching he i s o eign language. We s a ed wi h
placemen es s in he i s lesson in he 2nd yea o s udy o he academic yea 2011/2012.
2.4 Tes Sample
1. Whe e …………………..you bo n?
a) did
b) a e
c) we e
2. Buses a en’ ………………………ca s.
a) as as as
b) as as han
c) as e as
d) ha
3. My bi hday is ……………..26 h Ma ch.
a) on
b) in
c) a
4. How ………………………you name?
a) a e you spelling
b) do you spell
c) spell you
5. Whe e ……………………………. a el his summe ?
a) will you
b) do you
c) a e you going o
B1
6. I don’ like ge ing up ea ly.
a) So do I.
b) Nei he do I.
c) So I.
7. Ha e a cup o co ee wi h me, …………………….?
a) don’ you
b) won’ you
c) will you
8. A e I ………………… eading he book I wen o he lib a y.
a) inish
b) ha e inished
c) had inished
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9. I’d a he you ………………anyone wha I said.
a) didn’ ell
b) wouldn’ ell
c) don’ ell
10. I eel lonely in his ci y. I wish I……………..mo e people he e.
a) know
b) knew
c) known
B2
11. She ………………… e y p e y when she was young.
a) had o be
b) mus be
c) mus ha e been
12. Who ……………………was coming o see me his mo ning?
a) you said
b) did you say
c) did you ell
13. The ma ch …………………………..by 9 o’clock.
a) will inish
b) will be inishing
c) will ha e inished
14. They climbed h ough he window wi hou ………………………..
a) ha ing seen
b) being seen
c) ha ing be seen
15. I was………………………….jou ney.
a) a h ee-hou s
b) h ee hou s
c) a h ee-hou
Read he ex and choose he bes wo d o ph ase. Fill in he blanks wi h he co ec
le e (a–o). The e a e mo e wo ds han you need.
The Phonecia is he la es addi ion o ou wo ld- amous (1)………………o luxu y line s. I
has o e 100 ully equipped (2)……………………….. and has a la ge(3)
…………………….wi h a wonde ul iew o he sea. The (4)…………………. include a
gymnasium, a cinema, a ball oom, and on he op (5) …………………. he e is a sun ga den
and swimming pool. The e a e h ee es au an s, and we also o e wen y- ou -hou
(6)………………….. F om he momen you (7) ……………………….., he
(8)…………………………… will be on hand o look a e you e e y need. We p ide
ou sel es on pu ing ou (9) ………………… i s and a e su e ha when you
(10)……………………, you will wan o e u n.
a) acili ies
b) lee
c) loo
d) passenge s
e) check-ou
) emba k
g) chain
h) po hole
i) double ooms
j) deck
k) wo-be h cabins
l) c ew
m) s a
n) disemba k
o) cabin se ice

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Conclusion
The esul s ha e shown ha le el B2 acco ding o he Common Eu opean F amewo k o
Re e ence o Languages was eached by 32% o s uden s, 65% o s uden s we e a le el B1
and 3% a le el A1, which is o cou se no sa is ying. Ou aim is o p epa e s uden s o hei
inal exams a he end o he hi d yea o s udy when hey ha e o pass a w i en es and an
o al exam on a leas le el B2 o he Common Eu opean F amewo k o Re e ence o
Languages. The o al exam consis s o wo pa s – he i s one is a ques ion om 25 exam
opics and he second pa is a p esen a ion and discussion abou he s uden ’s bachelo hesis.
Tha is why language o special pu pose, in ou case Business Language and Language o
Tou ism is a p esupposi ion o passing he exam.
Li e a u e
[1] EL-HMOUDOVÁ, D.: English o Tou ism, Odbo ná anglič ina p o ces o ní uch.
Plzeň, F aus 2002. ISBN 80-7238-106-7.
[2] HARDING, K.: English o Tou ism, Going In e na ional. Ox o d, Ox o d Uni e si y
P ess 2007. ISBN 978-0-19-45.
[3] JACOB, M.: English o In e na ional Tou ism. Longman 1997. ISBN 978-0-582-
23753-7.
[4] KAFTAN, M.; HORÁKOVÁ, M.: English in Economics, Anglič ina ekonomii a
hospodářs í. P aha, Ka olinum 2003. ISBN 80-246-0487-6.
[5] McCARTHY, M.; O’DELL, F.: English Vocabula y in Use, Ad anced. Camb idge,
Camb idge Uni e si y P ess 2005. ISBN 978-0521653978.
[6] MÍŠKOVÁ, Z.: English in he Tou ism Indus y. P aha, Ekop esss 2005. ISBN 80-
86119-39-4.
[7] NORTH, B.; ANGELWES, O.; SHEENAN, S.: A Co e In en o y o Gene al English.
B i ish Council/EQUALS. Eu opean Associa ion o Quali y Language Se ices 2010.
ISBN 978-086355-653-1.
[8] ROMOVÁ, H.: Language Educa ion in Business S udies and I s Ta ge Le els
Acco ding o he Common Eu opean F amewo k o Re e ence o Languages. In: Jan
Houž ička (edi o ): Výuka a es o ání cizích jazyků kon ex u společného e opského
e e enčního ámce (SERR). Uni e zi a Ka lo a P aze, Ús a jazyko é a odbo né
příp a y, 2012. pp. 73–80. ISBN 978-80-87238-08-0.
PhD . Mg . Hana Romo á
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VÝUKA JAZYKŮ V BAKALÁŘSKÉM STUDIU
Cílem oho o příspě ku je sdílení zkušenos í ysokoškolských uči elů yučujících odbo ný
jazyk p o ekonomy a p o odbo níky ces o ním uchu ámci bakalářského s udia s ohledem
na speci ické ýuko é me ody a hodnocení jazyko ých kompe encí s uden ů zhledem
k požada kům SERR p o jazyky. Jedním z éma je ý oj no ých učebních ma e iálů pomocí
in o mačních echnologií. Znalos jazyka je jedna z klíčo ých kompe encí absol en a ysoké
školy. Předmě s udia budoucích odbo níků ces o ním uchu musí obsaho a éma a
o oz oji ces o ního uchu, budoucí endy, geog a ii ces o ního uchu, ud ži elný ces o ní
uch, s a is ické zp á y, p opagaci a ma ke ing a in e kul u ní komunikaci. Se s upem do
E opské Unie musíme splňo a s anda d umožňující s o nání meziná odním měří ku
ces o ním uchu a použí a s ejnou odbo nou e minologii.
SPRACHAUSBILDUNG IM RAHMEN DES BACHELORSTUDIUMS
Diese Bei ag be ich e übe die E ah ungen on Hochschulleh e n, die im Rahmen des
Bachelo s udiums ökonomische Fachsp ache sowie Fach e minologie aus dem Be eich
Reise e keh un e ich en, übe spezi ische Leh me hoden und die Bewe ung de
Sp achkompe enzen gemäß den An o de ungen des Gemeinsamen Eu opäischen
Re e enz ahmens ü Sp achen. Eine de Punk e beschä ig sich mi de Bea bei ung neue
Leh ma e ialien und mi de Nu zung mode ne In o ma ions echnologien. Die Kenn nis on
F emdsp achen is eine Schlüsselkompe enz on Hochschüle n. Du chgenommen we den
Themen des Reise e keh s, z. B. kün ige T ends, U laubs ypen, Tou ismusgeog aphie,
Tou ismusp opagie ung und Tou ismusma ke ing und in e kul u elle Kommunika ion. Mi
dem Ein i in die Eu opäische Union muss unse Land gewisse S anda ds e üllen und nich
zule z eine einhei liche Tou ismus e minologie nu zen.
NAUCZANIE JĘZYKÓW NA STUDIACH LICENCJACKICH
Celem niniejszego a ykułu jes współdzielenie doświadczeń nauczycieli akademickich
uczących języka specjalis ycznego dla ekonomis ów i specjalis ów b anży u ys ycznej
w amach s udiów licencjackich, p zy uwzględnieniu specy icznej me ody nauczania o az
oceny kompe encji językowych s uden ów pod ką em wymogów CEFR (Wspólne
Eu opejskie Ramy Odniesienia) w zak esie biegłości językowej. Jednym z ema ów jes
ozwój nowych ma e iałów dydak ycznych na bazie echnologii in o macyjnych. Znajomość
języka obcego s anowi jedną z kluczowych umieję ności absolwen a wyższej uczelni.
W p og amie s udiów dla p zyszłych specjalis ów b anży u ys ycznej muszą się znaleźć
ema y do yczące ozwoju u ys yki, p zyszłych endów, geog a ii uchu u ys ycznego,
z ównoważonej u ys yki sp awozdań s a ys ycznych, p omocji i ma ke ingu o az
komunikacji międzykul u owej. W az z p zys ąpieniem do Unii Eu opejskiej musimy
spełniać s anda d umożliwiający po ównanie uchu u ys ycznego w skali międzyna odowej
o az s osować ę samą e minologię specjalis yczną.