Communication for Global Players: A Department Profile
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Communication for Global Players: A Department Profile Communication for Global Players: A Department Profile Document Transcript

  • Communication for Global Players: WU A Department Profile Department of English Business Communication
  • Published in 2004 by: Department of Language editing: Lauren Landsmann, Margit Ozvalda, English Business Communication (Institut für Engli- Chris Ross sche Wirtschaftskommunikation), Vienna University of Economics and Business Administration (WU Wien), Photos: WU Wien; Bärbl Frodl, Gerlinde Mautner, Nordbergstraße 15, 1090 Vienna, Austria; Margit Ozvalda, Robert Pichler http://www.wu-wien.ac.at/inst/english Coordination and administrative support: Bärbl Frodl, General Editor and Sub-Editor Research: Doris Schleihs Gerlinde Mautner Layout and graphic design: Sub-Editor Teaching: Chris Ross Renate Gruber, Graphikdesign & Printproduktion, Nestroyplatz 1/1, 1020 Vienna, Austria Sub-Editor Administration and Statistics: Bärbl Frodl Printing: Zimmerdruck, 1020 Vienna, Austria
  • Foreword Communication is the lifeblood of organizations and This brochure is intended to offer you a brief intro- a pivotal component of successful leadership. In duction to what we do. We hope you will enjoy executives’ daily lives, text and talk are crucial for leafing through it, perhaps following up the occa- managing information, motivating employees and sional lead on our website (http://www.wu-wien.ac.at/ liaising with external stakeholders. inst/english). In today’s globalized economy, managers are If you have any questions or comments, or feel that expected to perform all of these functions both in we could help you with your organization’s commu- their native language and in English, the lingua nications needs, please do not hesitate to contact us. franca of international business. Our Department addresses this need by providing future executives with advanced communication skills that are business-relevant, up-to-date and Richard Alexander Gerlinde Mautner firmly grounded in our research and development work. Wolfgang Obenaus Contents Mission Statement ........................ 2 Faculty and Staff .......................... 3 Teaching .................................... 23 Research .................................... 13 International Links and Activities ...... 29 Retirements and Departures ............ 32 View slide
  • Mission Statement The Department’s mission is to make a full contri- • We liaise with international academic communities bution to the excellence of research and teaching at in linguistics, translation studies, management, the Wirtschaftsuniversität Wien (WU), based on the economics and other relevant disciplines, and understanding of English business communication as maintain an international presence in these commu- an integral part of economic structures and business nities through publications and contributions to processes. international conferences. We therefore aim to help students become versatile, • We foster links with other departments of the WU, confident users of English who are at home with both in coordinating curriculum planning and specialized business terminology and command the exploring opportunities for interdisciplinary research. wide range of communicative skills that executives need in today’s global business environment. At the Simultaneously, we are responsive to the demands same time, we are committed to the production of of the corporate, public and nonprofit sectors for high-quality applied research into contemporary training and consultancy in business communication. English, maintaining theoretical and methodological In providing services to such outside clients, we will diversity, but with a clear focus on the language of combine practical relevance and efficient delivery business and economics. with scholarly independence and the highest academic standards. In order to achieve these goals: • We provide advanced, up-to-date, research-based teaching in English business communication. 2 View slide
  • Faculty and Staff O brave new world, That has such people in’t! (William Shakespeare, The Tempest)
  • Full Professors o.Univ.Prof.Dr. Richard Alexander Full Professor Studies, qualifications, and professional Research areas: experience: • Tertiary level Business English communication: Jesus College, Cambridge University (BA in Modern syllabuses and course design Languages and Linguistics in 1967; MA in 1971). • Alignment of business language teaching with the University of London (Graduate Certificate in Council of Europe’s Common European Framework Education, English as a Foreign Language in 1969; of Reference BSc [Econ] in 1974). University of Bremen, Germany • Economy, ecology and their linguistic framing (Dr.phil. in English Linguistics in 1976). • Business English phraseology: computer linguistic investigations University appointments in Finland, Italy, the UK and • English as a Lingua Franca – questions and implica- Germany, teaching English as a Foreign Language, tions for English business communication against Linguistics, Applied Linguistics and Business English. the background of the Bologna process Joined the Department in 1994 as Professor of Business English. Administrative functions: • Vice-Dean for Teaching Evaluation (12/2000–09/2003) • Member of Senate Finance Committee • Head of Department (since 2004) 4
  • Univ.Prof.Dr. Gerlinde Mautner Full Professor Studies, qualifications, and professional Research areas: experience: • Corporate and managerial communication University of Vienna (Mag.phil. degree in English and • The discourse of higher education History in 1987). Dr.phil. in English Linguistics awarded • Discursive implications of commercialization in the with distinction (sub auspiciis praesidentis) in 1993. nonprofit sector Habilitation in 1997. Professor of Business English • Critical Discourse Analysis and corpus linguistics since 2000. • Marketing communications Visiting scholar at the universities of Birmingham Consultancy work: (1989/90), Lancaster (1994/95), and Cardiff (2003/04). • Customer-oriented communications design • English coaching Administrative functions: • Vice-Rector for International Relations (1998–2002) 5
  • Univ.Prof.Dr. Wolfgang Obenaus Full Professor Studies, qualifications, and professional Research areas: experience: • Contrastive business terminology WU (Mag.rer.soc.oec. degree in 1976 and • Business communication, with a particular focus Dr.rer.soc.oec. in 1979). Universitätsassistent at the on the language of presentations, meetings and Department (1976–1991). Professor of Business negotiations English since 1991. • Cross-cultural linguistics Two six-month research periods at Georgetown Administrative functions: University, in conjunction with the Export-Import Bank, Washington, DC (1978) and the Overseas • Head of Department (1992–2003) Private Investment Corporation (1982); research on • Chairman of the Faculty of Foreign Language Schumpeter scholarships at Harvard Business Business Communication School (1990 and 1998). • Member of the University Senate and several other faculty committees • Program Director for the degree program in International Business Administration 6
  • Associate Professors, Assistant Professors, and Research Assistants ao.Univ.Prof.Mag.Dr. Alexander Beer Mag. Eva Kerbler Associate Professor Research Assistant WU (Dr.rer.soc.oec. in 1995). University of Vienna: University of Vienna: studies in English and French studies in translation and law. Assistant Professor at (Mag.phil. in 2002). WU: studies in Commerce. the Department since 1991, Habilitation in 2004. Joined the Department in 2004. Associate Professor since 2004. Research areas: Critical Discourse Analysis; Deputy Head of Department (1997–2003). discourse of globalization. Research areas: Corporate communication; corpo- rate language; entertainment industry; US studies. Mag.Dr. Veronika Koller Assistant Professor Assistenzprofessor Mag.Dr. Martin Herles University of Vienna: English and Arabic Studies Assistant Professor (Dr.phil. in 2003). WU (Dr.rer.soc.oec. in 1996). University of Vienna: Assistant Professor at the Department (2000–2004). studies in English and linguistics. Assistant Professor As of September 2004, lecturer in Critical Discourse at the Department since 1991, with tenure since 2003. Analysis at Lancaster University (UK), Department of Responsible for the accreditation of courses taken at Linguistics and Modern English Language. other universities. Research areas: Critical Discourse Analysis; Research areas: Business English terminology; gender and language; metaphor. discourse analysis; sociolinguistics; language change; social security; British cultural studies. 7
  • Alexander Martin Eva Veronika Erhard Marlene Beer Herles Kerbler Koller Lick Miglbauer MMag. Erhard Lick Mag.Dr. Margit Ozvalda Research Assistant Assistant Professor WU (Mag.rer.soc.oec. in 1994). University of Vienna: University of Vienna: English and Comparative French and American Studies (Mag.phil. in 1999). Literature (Dr.phil. in 2003). Joined the Department in Extensive teaching and administrative experience in June 1998, initially part-time; involved in benchmarking higher education. Joined the Department in 2004. of international Business English exams and adminis- Research areas: Language of advertising; tering the OIBEC exams. Assistant Professor since Canadian Studies. October 1999. Research areas: English as an International Language Mag. Marlene Miglbauer and World Englishes; pragmatics; teaching/learning Research Assistant materials; academic writing in international contexts; University of Graz: studies in English and history Postcolonial Studies. (Mag.phil. in 2002). Research Assistant at Liverpool University, working on a project funded by the Mag.Dr. Robert Pichler, MBA Economic and Social Research Council (04/2003– Assistant Professor 03/2004). Joined the Department in 2004. University of Vienna: International Business Adminis- Research areas: Discourse and gender; health and tration (Mag.rer.soc.oec. in 1996); Fulbright Scholar at computer-mediated communication. the University of Iowa (MBA in 1998); WU (Dr.rer.soc.oec. in 2003). Professional experience in the pharmaceutical and insurance industries. Graduate Assistant at the University of Iowa (1999–2000). Assistant Professor at the Department (2000–2004). Research areas: Corporate leadership with a US focus; organizational behavior; cross-cultural studies. 8
  • Margit Robert Ulrike Ruth Anthony Marjorie Ozvalda Pichler Thorwartl Trinder Copnall Fiebinger Mag.Dr. Irene Pollach Mag.Dr. Ruth Trinder Assistant Professor Assistant Professor WU (Dr.rer.soc.oec. in 2002); University of Vienna: University of Vienna: English and Communication studies in translation and linguistics. Internships at the Science (Dr.phil. in 2000). Teacher of German at Austrian Foreign Trade Commission, Warsaw (1999) the Manchester Business School (1986–1989). and the UN General Secretariat, New York (2000). Assistant Professor at the Department since 1994, Assistant Professor at the Department since 2000. heading the Online English Mentor team since 2001 Responsible for maintaining Department web presence. (see pp. 26–27). Research areas: Corporate communication; WWW- Research areas: New Media in language teaching; mediated communication of companies, nonprofit Second Language Acquisition Theory; learning styles. organizations and individuals; ethical aspects of the Internet. Mag. Ulrike Thorwartl Teaching Faculty Assistant Professor WU (Mag.rer.soc.oec. in 2000). Anthony Copnall, BA (Hons), PGCE Part-time Assistant Professor at the Department Native speaker, born in Lancashire (UK). Qualified since 2001. secondary school teacher, with four years’ experience Research areas: Financial markets terminology; in England. Exchange lecturer 2002–2004, subse- capital markets communications. quently faculty member. 9
  • Werner Wernfried Lauren Susan Michael Chris Gasser Krieger Landsmann Norris Raab Ross Marjorie Fiebinger, BA Lauren Landsmann, BA, MSc Native speaker, born in Maryland (USA). Extensive Native speaker, born in Tennessee (USA), with post- experience of teaching English as a second language graduate qualification in English-language teaching and as language editor and translator. Jointly respon- and six years’ experience in the field. Faculty member sible for development of teaching materials at the since 2004. WU. Faculty member since 1986. Susan Norris, BA (Hons), MEd Mag. Werner Gasser Specialist in English communication training for pro- Qualified translator and interpreter with extensive fessionals. Co-author of several English coursebooks experience in business and legal fields. Previously and of the WU language learning package Online studied business administration in London. Faculty English Mentor. Faculty member since 2003. member since 1987. Mag. Michael Raab, MA Mag.art. Barbara Jacobeit Faculty member since 1986, with previous teaching Experienced teacher of Business English who has experience at a US college. Jointly responsible for been at the Department since 1988. Closely involved design and development of the Department’s teaching in materials development at various levels. program, and co-author of several Business English textbooks. Mag. Wernfried Krieger Experienced English teacher in the vocational secon- Chris Ross, BA (Hons), MA (Hons), PhD dary sector, with wide involvement in teacher training. Native speaker, born in Bulawayo (Zimbabwe). Quali- External lecturer in 2002/03, faculty member since fied translator, with lengthy professional and teaching 2003. experience in UK. External lecturer 1998–2000, sub- sequently faculty member. 10
  • Andrea Silvia Beatrix Romana Gernot Josef Steiner Stöcklöcker Suppan-Raab Zeilinger Neuwirth Weidacher Mag. Andrea Steiner, BA Former Faculty Members Affiliated Professional communication skills trainer (with a focus to the Department in 2004 on presentation skills, negotiating and writing skills). Co-author of the WU language learning package Online English Mentor. Faculty member since 2003. Oberrat Dr. Gernot Neuwirth Joined the Department in 1966. Director of the WU Dipl.Dolm. Silvia Stöcklöcker Language Resource Center between 1975 and 2001. Qualified and highly experienced translator, confe- Currently examiner for final degree examinations. rence interpreter and sworn court interpreter. Faculty member 1987–2003, currently external lecturer. Mag.Dr. Doris Prachner Assistant Professor at the Department between 1989 Mag. Beatrix Suppan-Raab and 1994. University lecturer and examiner for final Experienced English teacher at secondary level, with degree examinations until 2004. Austrian and UK professional qualifications. External lecturer 1994–2002, subsequently faculty member. tit.ao.Univ.Prof.Dr. Josef Weidacher, MA Faculty member between 1968 and 2000. Awarded Mag. Romana Zeilinger the title of professor in 1990. Currently external Qualified teacher of English, with experience at lecturer and examiner for final degree examinations. secondary and university level, involved in develop- ment of teaching materials. Joined the Department in 1997. 11
  • Barbara Elisabeth Monika Dorothea Irene Karin Frodl Hefler Millecker Schleihs Siedl Wenschitz Chief Administrator Secretarial Staff MMag.Dr. Barbara Frodl Elisabeth Hefler Monika Millecker, MA University of Vienna, Institute of Translation and Inter- Dorothea Schleihs (Amtssekretärin) pretation (Mag.phil. in 1990). WU (Mag.rer.soc.oec. in Irene Siedl 1994 and Dr.rer.soc.oec. in 2004). Academy for Music Karin Wenschitz (Amtssekretärin) and Performing Arts, Vienna: studies in music (gradu- ation in 1989) and postgraduate university course in arts management (akademisch geprüfte Kulturmana- gerin in 1997). Assistant Professor at the Department (1992–2000). Chief Administrator and lecturer since October 2000. 12
  • Research Though this be madness, yet there is method in’t. (William Shakespeare, Hamlet)
  • Research Profile Selected Publications & Conference Papers (2000–2004) The two cornerstones of the Department’s research Below you will find brief descriptions of each of profile are: the Department’s main areas of research activity, (a) Unity in terms of its focus on research questions together with a selection of publications produced relevant to business communication. and papers given by our faculty. These are intended (b) Diversity in terms of the theories and methodol- as examples only; for a full list of publications and ogies employed. papers please consult the WU’s Research Data Base (http://www.wu-wien.ac.at/forschung/fides). Our research encompasses the following areas: • Organizational and Managerial Communication, • Organizational and managerial communication focusing on corporate ethics, customer-orientation, • Marketing communication branding, the discourse of the public and nonprofit • Intercultural communication sectors, electronic communication, and the lan- • English as an international lingua franca guage of the World Wide Web. • Ecological linguistics BEER, Alexander, 2004: The Impact of Electronic Mail on Business Processes. Frankfurt: Peter Lang. • Business English teaching • Business English terminology MAUTNER, Gerlinde, 2002: Universitäten online – • Business English phraseology Die Kommerzialisierung des Diskurses in der • Critical Discourse Analysis tertiären Bildung am Beispiel von Business Schools. In: Thimm, C. (ed.), Unternehmenskom- munikation On- und Offline. Wandelprozesse interner und externer Kommunikation durch neue Medien. Wien / New York: Peter Lang, 209–229. 14
  • MAUTNER, Gerlinde, 2003: Education for Sale. POLLACH, Irene, 2004 (& A. SCHARL, Managerialism in Educational Discourse. Paper M. PIEBER & H. TREIBLMAIER): Environmental at the Annual Meeting of the British Association Investment Sites: Sector Analysis and Develop- for Applied Linguistics, University of Leeds, ment of GreenMoney.at. In: Scharl, A. (ed.): September 2003. Environmental Online Communication. London: Springer, 161–172. PICHLER, Robert, 2003: The Impact of Culture on Leadership and Communication – Comparing Austrian and US American Corporate Leadership. • Marketing Communications, exploring how Doctoral dissertation (WU). semiotic resources, both text and pictures, are used strategically to attract attention, inform, POLLACH, Irene, 2001: Ethics Statements as a and persuade. Strategic Tool in Corporate Reputation Manage- ment. Paper at the 5th International Conference MAUTNER, Gerlinde, 2002: Von der Forschung on Corporate Reputation, Identity & Competitive- zum sinnlichen Vergnügen: On Multimodality in ness, Pre-Conference Consortium. Adverts for Beauty Products. Paper at the Inter- national Symposium on Multi-Modal Discourse, POLLACH, Irene, 2003: Communicating Corpo- University of Salzburg, 25–26 January 2002. rate Ethics on the World Wide Web. A Discourse Analysis of Selected Web Sites. Frankfurt: Peter MAUTNER, Gerlinde (forthcoming): For-Profit Lang. Discourse in the Not-for-Profit Sector: The Marriage of Mission and Management. In: Erreygers, Guido & Geert Jacobs (eds): Discourse and Economics. 15
  • • Intercultural Communication, with special ALEXANDER, Richard, 2003: G.lobal L.anguages reference to the specifics of the Anglo-Saxon O.ppress B.ut A.re L.iberating, too: the Dialectics cultural cluster. of English. In: Mair, C. (ed.): The Politics of English as a World Language. New Horizons in FRODL, Barbara, 2004: Das Medienbild Öster- Postcolonial Cultural Studies. Amsterdam / New reichs in englischsprachigen Tageszeitungen des York: Rodopi, 87–95. ostasiatisch-japanischen Kulturkreises. Ein inter- kultureller Vergleich. Doctoral dissertation (WU). OZVALDA, Margit, 2002: From Textual to Didactic Authenticity: Business English Textbooks and OBENAUS, Wolfgang, 2003 (& John BENNETT): English as an International Language. Paper at Evaluating Presentation Skills in an Intercultural BAAL Conference, University of Wales, Cardiff, Context Using the Common European Frame- UK, September 2002. work. Paper at the Annual Conference of The Association for Business Communication (Europe), Lugano, Switzerland, 29–31 May 2003. • Ecological linguistics, analyzing the linguistic framing of ecology, the economy, and their inter- PICHLER, Robert, 2002: American Leader Be- relationship. havior – A European Perspective. Paper at the ABC Southeast Conference in Savannah, USA. ALEXANDER, Richard, 2002: Everyone is talking about “sustainable development”. Can they all mean the same thing? Computer discourse analy- • English as an international lingua franca, dealing sis of ecological texts. In: Fill, A., H. Penz & W. with structural characteristics and communicative Trampe (eds): Colourful Green Ideas. Bern, etc.: challenges. Peter Lang, 239–254. 16
  • NEUWIRTH, Gernot, 2002: Eco-linguistics – OZVALDA, Margit, 2002: “The Audio, the Visual going beyond the text. In: Fill, A., H. Penz & and the Text”: Multimodality in Business English W. Trampe (eds): Colourful Green Ideas. Textbooks – in Pursuit of Promoting English as Bern, etc.: Peter Lang, 361–371. an International Language? Paper at the Interna- tional Symposium on Multi-Modal Discourse, University of Salzburg, 25–26 January 2002. • Business English teaching, comprising textbook analysis and evaluation, error analysis, second OZVALDA, Margit, 2003: Business English Text- language acquisition theory and learning styles, books and English as an International Language: computer-assisted language learning, as well as Issues of Authenticity. An Analysis of Selected syllabus and course design. Listening Materials. Doctoral dissertation (Univer- sity of Vienna). ALEXANDER, Richard, 2003: How effectively and operationally proficient are your students of busi- TRINDER, Ruth, 2000: A Critical Evaluation ness English at tertiary level? Paper at 15th of the New Media in Language Learning and ENCoDE Conference, HTW Chur, Switzerland, Teaching with Special Reference to Multimedia 25–27 September 2003. CD-ROMs for Business English. Doctoral disser- tation (University of Vienna). HERLES, Martin & Ruth TRINDER, 2001: Can we TRINDER, Ruth, 2003: Conceptualisation and have more customised CD-ROMs, please? In: development of multimedia courseware in a Cameron, K. (ed.), CALL – The Challenge of tertiary educational context: juxtaposing approach, Change. Exeter: Elm Bank Publications, 233–240. content, and technology considerations. In: ReCALL 15(1), 79–93. 17
  • TRINDER, Ruth & Erika LADURNER, 2003: • Critical discourse analysis, with particular regard Integration of e-learning into a tertiary educa- to theory, methodology, and applications to busi- tional context. Paper at the 6th International ness texts. Conference on Languages for Specific Purposes, Vilanova i la Geltrud (Barcelona). KOLLER, Veronika, 2004: Metaphor and Gender in Business Media Discourse: a Critical Cognitive Study. Basingstoke: Palgrave Macmillan. • Business English terminology, with special reference to international trade and finance. KOLLER, Veronika, 2004: Businesswomen and war metaphors: “Possessive, jealous and pugna- THORWARTL, Ulrike (forthcoming): Drivers cious”? In: Journal of Sociolinguistics, 8(1), 3–22. of Stock Exchange Mergers and Alliances in Europe. Doctoral dissertation (WU). KOLLER, Veronika (forthcoming): CDA and social cognition: Evidence from business media dis- course. In: Discourse & Society. • Business English phraseology, using the methods of computer-assisted corpus linguistics. KOLLER, Veronika & Gerlinde MAUTNER, 2004: Computer applications in Critical Discourse Analy- ALEXANDER, Richard, 2002: Concordancing sis. In: Coffin, C., A. Hewings & K. O’Halloran and the teaching of vocabulary and phraseology (eds), Applying English Grammar: Functional and of Business English. In: Koskela, M. et al. (eds.), Corpus Approaches. London: Hodder Arnold, Porta Scientiae. Lingua specialis I–II. Vaasa: 216–228. University of Vaasa, 597–609. 18
  • Work in Progress In 2004, as this brochure is going to print, faculty Richard ALEXANDER is writing two books, entitled members are engaged in a range of research projects. Studies in Tertiary Level Business English: Syllabuses Again, for reasons of space only a selection can be and Course Design and Economy, Ecology and Their mentioned here. Linguistic Framing. Three faculty members are currently working on their Gerlinde MAUTNER is continuing her work on the post-doctoral theses (Habilitationen): external communications of higher education institu- tions, preparing a journal article dealing with the • Martin HERLES: The Discourse of Business discourse of the ‘entrepreneurial university’. Returning Newspaper Articles: A Multilevel Contrastive to her earlier work on methodological issues in Critical Analysis and Its Application in Teaching Practice Discourse Analysis (CDA), she is also finishing an article on the opportunities and challenges involved • Irene POLLACH: Communicating Trust in Electronic in using Web-based textual data in CDA. Commerce Wolfgang OBENAUS is pursuing his interest in Busi- • Ruth TRINDER: Learner Internal and External ness English terminology and intercultural business Factors Influencing Attitude Towards and Use of communication, preparing a joint publication with John Multimedia Language Learning Materials in a Bennett (St. Gallen University) which will deal with the University Context evaluation of Business English presentation skills. 19
  • Research-Based Teaching Materials: Textbooks (2000–2004) A major focus of the Department’s work consists in publishing teaching materials founded on our ongoing research and tailored to the needs of today’s business students: ALEXANDER, Richard, 2000 (& Leo JONES): New International Business English. Communica- tion skills in English for business purposes. Updated Edition. Cambridge: Cambridge Univer- sity Press. (Teacher’s Book, Student’s Book, Workbook, audio CD sets). OBENAUS, Wolfgang & Josef WEIDACHER (forthcoming): The New Handbook of Business MAUTNER, Gerlinde, 2001: Englische Grammatik English. Keywords in Context. Ueberreuter, Wien, für die Wirtschaftskommunikation. 5th Edition (enlarged & updated). Frankfurt / Wien: Ueberreuter. 20
  • Membership in Professional Organizations All of our faculty are active members of a variety of professional organizations, including: • Association for Business Communication (ABC) • Austrian-American Educational Commission (Fulbright Commission) • British Association of Applied Linguistics (BAAL) • European Association for Computer Assisted Language Learning (EUROCALL) • European Association for International Education • European Network for Communication Development in Business and Education (ENCoDe) • Gesellschaft für Angewandte Linguistik e.V. (GAL) • IATEFL Business English Special Interest Group (BESIG) • Information Resources Management Association (IRMA) OZVALDA, Margit, Michael RAAB, & Romana • Interdisciplinary Research Network on Environmental ZEILINGER, 2002: Englische Wirtschaftskommu- Online Communication (ECOresearch.net) nikation I (WIKO I). Coursebook. 3rd edition. • International Association for the Development of the Management Book Service. Information Society (IADIS) • International Association of Cross-Cultural Compe- FIEBINGER, Marjorie, Werner GASSER, Barbara tence and Management JACOBEIT, & Silvia STÖCKLÖCKER, 2003: • International Association of Teachers of English as a Englische Wirtschaftskommunikation II (WIKO II). Foreign Language (IATEFL) Coursebook. 2nd edition. Management Book • Verband für Angewandte Linguistik Österreichs Service. (VERBAL) 21
  • Teaching: Statistics Numbers of classes offered and students registered (2000–2004) Classes offered Students registered (figures rounded) 2000/01 (WS) 139 5,000 2001 (SS) 132 4,800 2001/02 (WS) 143 5,400 2002 (SS) 137 5,300 2002/03 (WS) 140 6,800 2003 (SS) 132 5,000 2003/04 (WS) 133 6,100 2004 (SS) 120 4,800 WS = Winter Semester; SS = Summer Semester Numbers of master’s theses and doctoral dissertations (2000–2003) Master’s theses Doctoral dissertations 2000 2001 2002 2003 2000 2001 2002 2003 TOTAL 54 26 20 23 1 21 2 1 1 co-supervised 22
  • Teaching You taught me language, and my profit on’t Is, I know how to curse. (William Shakespeare, The Tempest)
  • Our goal Our program The Department’s teaching program is designed to The Department’s courses are organized in seven enable students to communicate effectively in English, stages, the first four of which constitute the base in their studies and subsequent professional careers. program taken by most students. The remaining three Accordingly, the emphasis of our syllabus is on under- are significantly more specialized, and are taken by standing, interpreting and applying the terminology those who wish to give their studies a distinctively and modes of expression typically used to discuss international flavor. Given the large numbers of students business and economics topics. and the need to keep group sizes manageable, these courses involve very large numbers of individual Our students classes (see p. 22). To cope with this load, we call on the services not only of our permanent research and The Business English program is followed, in whole teaching staff, but also of a team of experienced or in part, by the vast majority of WU undergraduate external lecturers. students. As its starting point, it takes the level of the Austrian school-leaving certificate (Matura). For stu- As regards the types of classes involved, our courses dents who have yet to attain that, separate bridging fall into three categories: courses are provided. Those who complete the full program reach an advanced level of competence in • Practical classes in business communication English, both written and spoken, and have an excel- (WIKO, for short) lent command of specialist business language. • Lectures • Seminars 24
  • WIKO – a content-based approach to business understanding of the English used in specialist busi- communication ness publications – English, that is, which is distin- guished not only by technical terminology but also The program’s first stage, WIKO I, enables students by other linguistic features, including certain types of to make the transition from secondary-school study advanced general vocabulary, idioms and structures. of English. It consolidates their existing knowledge, In terms of expression, the main focus is on devel- imparts the new skills they will need at the WU, oping students’ ability to provide professional busi- and provides them with an introduction to selected ness advice in English, at various levels of formality. aspects of Business English. Communication skills WIKO II and III build on this base. In these courses, students study in more detail the language of various In all the WIKO classes, students also develop their sub-fields within business and economics, carefully capacity for expression. On the one hand, they graded according to their accessibility. Thus, while engage in a range of language-training tasks, both WIKO II deals with the general features of business in- and outside the classroom; these include text organizations, personnel management and marketing, comprehension, structured oral exercises (e.g. nego- WIKO III covers the language associated with termino- tiating in pairs or groups), and general discussion. On logically more challenging topics such as mergers and the other hand, they study the features of particular, acquisitions, financial management and accounting, business-relevant text types (e.g. letters and e-mails and international payment, as well as the basic prin- related to the various stages of a typical business ciples of macroeconomics. transaction; descriptions of tables and charts; simple business reports), before themselves producing WIKO IV is the starting point of the program’s second examples of such texts. part. It is designed primarily to give students a deeper 25
  • The Online English Mentor: High-End Computer-Assisted Learning The very large numbers of students following the Department’s courses have provided a particular in- centive for us to develop new, innovative ways of sup- porting students in their learning of Business English. The result has been a software package known as the Ruth Trinder, Erika Ladurner, and James Riley Online English Mentor (OEM). Accessible by all WU students on the University’s interactive learning plat- form, the OEM complements and supports the written materials and face-to-face teaching provided in the various courses on business communication. In designing the OEM, great attention was paid to making it as user-friendly as possible. In particular, The OEM Project Team: the package is intended to serve learners with widely Project Leader: Dr. Ruth Trinder (see p. 9) differing needs and starting levels. This is achieved by Content Developers: Susan Norris, BA (Hons), MEd offering not only explanations and learning tasks, but (see p. 10) and Mag. Andrea Steiner, BA (see p. 11) also a host of optional support facilities such as defi- Technical Development: Dr. Erika Ladurner (language- nitions of particular words, hints to help users answer learning software developer and project coordinator) the questions posed, and detailed feedback on the and James Riley, BA (Hons) (multimedia and Internet answers provided. In addition, extensive references developer), supported 2001–2003 by Christopher are made to further information on the topics covered. Anderson, BA, and Parwinder Sivia Singh. 26
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  • Lectures on specialized Business English topics Master’s theses (Diplomarbeiten) In both parts of the teaching program, students In addition to their other teaching, faculty members take one of several alternative lecture courses provi- also supervise Master’s theses in their areas of research ding in-depth treatment of selected areas of Business interest. Two recent examples of the topics covered English. Fields covered in recent semesters have are the communication strategies used in marketing included the following: Shakespeare venues and events, and the status of English as a lingua franca in European tertiary manage- • At level 1: marketing communications, the language ment education. of international trade, and of financial markets and investment. • At level 2: the English of international marketing, of international trade policy, and of the US economy. Professional writing and presentation skills Finally, students who complete the full Business English program take a seminar class in which they apply the skills and knowledge they have acquired to a research-related task. As well as writing an aca- demic research paper, this involves giving a 20-minute presentation of their main findings, answering related questions, and participating in the ensuing discussion. 28
  • International Links and Activities Why then, the world’s mine oyster... (William Shakespeare, The Merry Wives of Windsor)
  • Faculty Exchange Outgoing Incoming • Gerlinde Mautner: Centre for Language and • Prof. John Bennett / University of St. Gallen Communication Research, University of Cardiff (08/2003–02/2004; 08/2004–02/2005). • Prof. Judy Delin / University of Leeds • Wolfgang Obenaus: ESADE (School of Languages), • Prof. Åge Lind / Norwegian School of Economics Barcelona (05/2000); Chulalongkorn and Business Administration, Bergen University, Bangkok (04/2001; 04/2003; 03–04/2004); Norwegian School of Economics and Business • Karen Mishra / Wake Forest University, Administration, Bergen (09/2002). Winston-Salem, NC • Irene Pollach: Bentley College (08/2001); University • Prof. Patricia Smith / ESADE, Barcelona of Illinois at Urbana-Champaign (07–09/2003); University of Michigan, Ann Arbor (07–08/2004). Professors Mishra and Delin taught at the Department in the summer semesters of 2001 and 2004, respec- tively. Professors Bennett, Lind, and Smith are regular visitors to the Department, teaching classes in busi- ness presentations, the language of advertising & PR, and legal English. 30
  • Further International Activities Academic advisors (Kooperationsbeauftragte) CEMS (Community of European Management for joint study programs between the WU and Schools) and ASEAN-European Academic foreign partner universities University Network • Axel Beer: University of Wisconsin-Madison Wolfgang Obenaus is the WU representative in the CEMS Interfaculty Group “Foreign Languages” as • Wolfgang Obenaus: Haskayne School of Business well as in the ASEAN-European Academic University (Calgary), Gadjah Mada University (Yogyakarta), and Network. He has also acted as CEMS examiner, as Nanyang Business School (Singapore) have Anne Leaf, Marjorie Fiebinger, and Chris Ross. • Irene Pollach: University College Cork and AIM Manila MINERVA Project Corporate Social Responsibility Ruth Trinder and Margit Ozvalda are the WU represen- tatives in the three-year MINERVA project on “Open For several years, the Department has supported Development of Language Competencies” (ODLAC) the Fair Trade movement, with Josef Weidacher submitted to the European Commission and focusing organizing PR events and helping to bring fairly traded on e-learning and tandem learning. coffee to the vending machines at the WU. 31
  • Retirements and Departures In memoriam (2000–2003) Prof. Ciarán Cassidy, MA (Econ), MSc (Econ), PhD o.Univ.Prof.Mag.Dr. Mag. Klaus Dieter Haidacher, MBA Hugh Dominic Purcell (1932–2003) Dr. Silvia Jexenflicker Mag. Robert Kastl When Hugh Purcell came to the WU as a Full Sandra Lang, BA Professor in 1976, he had already had a rich and Anne Leaf, MA, MBA varied career in universities from Northern Ireland Judith Lebic to Nepal. His interests ranged equally wide, encom- Gerard McDonnell, BA (Hons), MBA passing not only the various aspects of business, Oberrätin Dkfm.Dr. Ingrid Markwitz economics, and finance which he taught while at the Daniela Pum Department, but also such topics as English poetry Mag. Craig Thorpe, BA (on which he lectured at the University of Vienna) and Basque anthropology. He was the Department’s Head from 1988 to 1992 and remained actively involved in its affairs until shortly before his death. He is sadly missed. 32
  • External Lecturers and Exchange Lecturers (2000–2004) Christopher Anderson, BA Dr. Heinz Schwarz Mag. Gottfried Bacher Hannah Jane Shepherd, BA (Hons) Mag. Brigitte Bojkowszky Linda Slattery, MA Eudes Brophy, MA Patrizia Spella, BA (Hons) Mag. Wolf-Dieter Bruzek Elizabeth Louise Tanguay, BA (Hons), MA John Buczak, MA Mag. Barbara Weinand Ruth Donaldson, BA (Hons), PGCE Mag. Gunhild Widhalm Mag. Artur Eckert Chantal Wright, BA (Hons) Mag. Karin Johanna Grigar, MA Dr. Susanne Wurm Mag. Elisabeth Hambrusch Mag. Barbara Zehetmayr Elizabeth Hull, BA, MBA Dr. Manfred Hückel Dr. Silvia Jexenflicker Dr. Gunter Kaltenböck, MA Mag. Barbara Kapek Katherine Loewenstein, BA (Hons) Merran Loewenthal, LLB Dr. Christian Meyer Dipl.Dolm.Mag. Peter Moravec Jonathan O’Shea, BA (Hons) Dr. Hans Platzer Rowena Catherine Prewett-Schrempf, BA (Hons) Nigel Reynard, BA (Hons) Rupert Sage, BA (Hons)
  • Department of English Business Communication (Institut für Englische Wirtschaftskommunikation) Vienna University of Economics and Business Administration (WU Wien) Nordbergstraße 15 5th floor, Sectors A and B 1090 Vienna Austria Tel. (+43 1) 31336 / 4985 Fax (+43 1) 31336 / 747 http://www.wu-wien.ac.at/inst/english