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“Riding the Foreign Languages Roller-Coaster” or...

“Riding the Foreign Languages Roller-Coaster” or. Dr Murray Hill Aberdeen Business School The Robert Gordon University SCHML, Belfast 18 January 2006. Or. White knuckle ride... Aunt Sally stall... Trench warfare syndrome... Internecine warfare… Guerrilla tactics... Ambushes...

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“Riding the Foreign Languages Roller-Coaster” or...

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  1. “Riding the Foreign Languages Roller-Coaster” or... Dr Murray Hill Aberdeen Business School The Robert Gordon University SCHML, Belfast 18 January 2006

  2. Or.... • White knuckle ride... • Aunt Sally stall... • Trench warfare syndrome... • Internecine warfare… • Guerrilla tactics... • Ambushes... • Hijacking...? RidingtheFLRoller-coasterSCHMLfv

  3. Overview (45m incl Q/A) • Brief history/Languages brief • Restructuring (management/FL courses/modules) • Languages in decline/transition • Redeployment (highs & lows) • Survival Tactics: maintaining visibility: internal/external alliances; marketing initiatives • New portfolio development • Internationalisation agenda/drivers (EQUIS/AACSB) • Specific Indicators of Internationalisation (EFMD) • GAP Analysis >short/medium/long-term issues RidingtheFLRoller-coasterSCHMLfv

  4. Brief history • RGU: a post-1992 university • 2 campus sites (previously 4) • 1 campus site (2007) • No traditional languages department • First f/t linguist appointed 1990 • 1 SL, 3.5 Ls + p/t staff • Faculty of Management • Educational Development Unit (EDU) RidingtheFLRoller-coasterSCHMLfv

  5. Languages brief • Single European Market euphoria • University Policy on Europeanisation • French & German • Original Portfolio: hybrid language degrees (not a UWLP in “classic” sense) • BA European Architecture with Languages • BA European Business Administration with Languages • BSc Technology & Languages • BA Communication with Languages* RidingtheFLRoller-coasterSCHMLfv

  6. Restructuring • Educational Development Unit > • Centre for Modern Languages (no budget) • Centre for Modern Languages, School of Librarianship > Information & Media > • SIM (1 of 4 FoM Schools) • 4 > 1 = new Aberdeen Business School • New Department of Communication & Languages, ABS • Integrated C&L subject leadership RidingtheFLRoller-coasterSCHMLfv

  7. Restructuring • New Department of Communication & Languages: • BA(Hons) Corporate Communication • BA(Hons) Publishing • BA(Hons) Publishing with Journalism • No language modules included by CLs in these courses... RidingtheFLRoller-coasterSCHMLfv

  8. Languages in decline • Post-Higher (AS Level) entry pre-requisite • Up to 50% compulsory language modules • Compulsory Yr III abroad (4 yrs Hons degree) • Ab initio originally possible for 2nd language, but discontinued • CML proposal to allow post Standard Grade entry rejected • Dwindling numbers of post-Higher applicants... RidingtheFLRoller-coasterSCHMLfv

  9. Languages in decline • Common Course Architecture: introduction of 15 credit modules in place of 10 credit modules • Cessation of original portfolio of hybrid language degrees (2006/7) • No upgrades of languages hardware/software/training • Conversion of multi-media language lab to MBA suite RidingtheFLRoller-coasterSCHMLfv

  10. Languages (Staff) in Transition • 1 L (German) > non-language role: intercultural communication/new C & L departmental research co-ordinator • 2 Ls French > early retirement • Interim solution: (Germanist “move into French”) + ad hoc p/t staff • “Economies of scale” (or lack of) impact on renaissance of languages RidingtheFLRoller-coasterSCHMLfv

  11. Languages (Staff) in Transition • Delivery of cessating hybrid languages degrees • 0.5 L (German) + 1 SL (German) > partial redeployment • 1 SL (German) > temporary C&L departmental Programme Manager role (non-languages) • Professional Skills modules (ABS) • Technical Report Writing & Presenting (Engineering) • Placement/Dissertation supervision (C&L) • Community Advanced German Class (“loss leader”) • New ABS credit-bearing language option portfolio development... RidingtheFLRoller-coasterSCHMLfv

  12. Redeployment Highs & Lows • Personal benefits: justify existence, use of TEFL expertise (10% non-native speakers of English), easier to teach, platform for highlighting benefits of foreign language skills • “move into French” = no formal staff development training made available to SL (German) • Over-reliance on ad-hoc staff • Line-manager reluctance to fund ad-hoc staff development training RidingtheFLRoller-coasterSCHMLfv

  13. Redeployment Highs & Lows • “Technical Report Writing & Presenting” (Engineering) materials developed from a zero base • “move into Professional Skills” = German native speaker teaching English language communication skills • No research remit... • Less time for new language development initiatives • “CAGC” arts cinema advertising funded RidingtheFLRoller-coasterSCHMLfv

  14. Redeployment Highs & Lows • “Hark the Herald Angels Sing” • “In the Bleak Mid-Winter...” RidingtheFLRoller-coasterSCHMLfv

  15. “Maintaining visibility” Tactics • Participation at CILT, Scottish Enterprise, SCHML, LLAS events • Reference to major reports (Nuffield, Citizens of Multilingual World, Languages Landscape) • (Inter) governmental strategies/policies: Languages Ladder > Bologna Agreement • Feedback to line manager/SMT/Faculty International Group RidingtheFLRoller-coasterSCHMLfv

  16. “Maintaining visibility” Tactics • FH Mainz Internationale Woche, Nov 05: - DHL graduate recruitment policy > “very good English + 1 other language” • “Erasmus Mundus” Workshop, London, Dec 05: - impact on language teaching for post- graduates? • “UK Business in an International Context”, Cranfield Management Centre, Dec 05: - BMW recruitment issues RidingtheFLRoller-coasterSCHMLfv

  17. “Maintaining visibility” Tactics • External Publications, e.g. LLAS “700 reasons for studying languages”, Liaison bulletins etc • Internal alliances with linguists & non-linguists at RGU, e.g. Course Leaders, Press, Admissions, European Officers • Internal and External Publicity (Prospectus!) • Alumni etc languages features • Stevenson, DAAD Languages Scholarships • British Council English Language Assistantships RidingtheFLRoller-coasterSCHMLfv

  18. External alliances • Liaison with schools, council authorities • “Languages Work 2004” and “Languages Work 2005” conferences hosted at ABS • “Events Manager”... • High-profile guest speakers, incl ABS graduates • EuroAward winners 2004 • Huge demand for school presentations/CDrom • Faculty Marketing plan fixture/Dean’s Report RidingtheFLRoller-coasterSCHMLfv

  19. New language portfolio development • Introduction of new ABS “Management” & “Management with” degree Programme • Reduction of entry prerequisite to Standard Grade (GCSE) for language modules • Roll-out of new Business French/German optional modules 1-5 • Originally available on 5 courses 2004/5 • Now expanded to 9 courses 2005/6 RidingtheFLRoller-coasterSCHMLfv

  20. New course titles • BA(Hons) International Hospitality Management (as of 2005/6) • BA(Hons) International Tourism Management (as of 2005/6) • BA (Hons) Law and Management (as of 2005/6) • BA(Hons) Management (since 2004/5) • BA(Hons) Management with Marketing (since 2004/5) • BA(Hons) Management with Human Resource Management (since 2004/5) • BA(Hons) Management with Finance (since 2004/5) • BA(Hons) Management with Economics (since 2004/5) • BA(Hons) Retail Management (as of 2005/6) RidingtheFLRoller-coasterSCHMLfv

  21. Internationalisation issues • Use of “European” and “International” in degree titles (cf Hilary Footit, “What does ‘international’ in HE courses mean?”, LLAS, Dec 2004)/ external examiner observations ) • ABS increasingly encourages study abroad at partner institutions (delivering academic modules in English) • Socrates funds not available for pre-departure language training, only “on- arrival” training delivered by receiving institution RidingtheFLRoller-coasterSCHMLfv

  22. Internationalisation issues • Universities Scotland, HE umbrella body, lobbying Scottish Executive “The track record of Scottish students taking placements in overseas universities...is not good and we should seek to remove barriers to greater mobility”(US policy document: Nov 2005, Scotsman 24.11.05) • 1998-2003, Scots funded by Socrates-Erasmus 1,235 > 951 • US supporting “greater training in FL & more government funding to help students pay their way” RidingtheFLRoller-coasterSCHMLfv

  23. Internationalisation issues • Which languages at ABS? • Spanish? Portuguese? Chinese? Arabic? • Challenge ad hoc decision-making • Business German 1 take-up: 4 (2004/5) • Business German 1 take-up: 17 (2005/6) • Will other Faculties adopt business language modules? • Open forum with returning Socrates-Erasmus students RidingtheFLRoller-coasterSCHMLfv

  24. Internationalisation issues • (Another) Discussion paper on “Future of Languages at ABS” (Dec 13 2005) • ABS “Away Day”, January 17 2006 • Agenda: Internationalisation of ABS RidingtheFLRoller-coasterSCHMLfv

  25. Learning the of language internationalisation... • New ABS drivers: - AACSB - EFMD - EQUIS RidingtheFLRoller-coasterSCHMLfv

  26. New drivers... • AACSB: Association to Advance Collegiate Schools of Business, “the world’s premier accrediting agency for bachelors, masters , and doctoral degree programmes in business administration, management & accounting” , 1916/2003 • EFMD: European Foundation for Management Development founded in the mid-70s, Europe’s largest network association of management development RidingtheFLRoller-coasterSCHMLfv

  27. New drivers... • EQUIS: a European system of quality assessment & accreditation launched by EFMD • ABS commitment to become recognised as a major player on the European and International Business School stage... • AACSB/EQUIS application in preparation • ABS EQUIS “Away Day”... • ABS Policy on Internationalisation • Blue print/road map to “peace” • Carte blanche? RidingtheFLRoller-coasterSCHMLfv

  28. New (back-seat?) drivers • “The theme for the day is our aspiration to achieve international recognition through accreditation by EQUIS & ACCSB” • “The day will be highly participative and pro-active. FMG wish to encourage all staff to contribute to the development and implementation of strategies designed to achieve our aspiration” RidingtheFLRoller-coasterSCHMLfv

  29. Specific Indicators of Internationalisation (EFMD) • Context/Mission/Governance/Strategy • Students & Participants • Programme Quality • Personal Development • Research, Development & Innovation • Contribution to the Community • Faculty • Resources & Administration • Connections to the Corporate World • Internationalisation • Executive Education RidingtheFLRoller-coasterSCHMLfv

  30. 2. Students & Participants • “Foreign work experience of domestic students” • “Student exchange programmes – number of students involved in both directions” • “Practical indications of concern for intercultural exchange for foreign & domestic students” • “International internships” RidingtheFLRoller-coasterSCHMLfv

  31. 2. Students & Participants • “International placement of graduates” • “Language ability of graduates” (requirements, training) • “Alumni association: contribution to internationalisation & international reputation of the school” RidingtheFLRoller-coasterSCHMLfv

  32. Programme Quality • “Course content focus on international business environments” • “Courses taught in foreign languages” • “International perspective in all main fields of knowledge or areas” • “Courses jointly designed with partner institutions abroad” • “Internships & study abroad” as integral part of programmes” RidingtheFLRoller-coasterSCHMLfv

  33. 3. Programme Quality • “International learning materials (translated, customised)” • “Exchange visits” • “Joint programmes with foreign schools” • “International programmes” • “International programme modules” RidingtheFLRoller-coasterSCHMLfv

  34. 4. Personal Development • “Business language skills development” • “Educational development of multicultural skills” • “International extra-curricular activities” RidingtheFLRoller-coasterSCHMLfv

  35. 5. Research, Development & Innovation • “International joint research projects, programmes and centres” • “Publication in foreign journals” • “Publication of books in foreign languages” • “Translation of faculty books originally published in the domestic language” RidingtheFLRoller-coasterSCHMLfv

  36. 6. Contribution to the Community • “Links to the international community” • “List of key relationships with international organisations” RidingtheFLRoller-coasterSCHMLfv

  37. 7. Faculty • “Faculty composition (foreign vs domestic)” • “International experience of faculty” • “Foreign language skills of faculty” • “Ability to speak in foreign languages” • “Ability to teach in foreign languages” • “Faculty serving as visiting professors abroad” RidingtheFLRoller-coasterSCHMLfv

  38. 8. Resources & Administration • “Language tuition for staff and faculties” • “Incentives to learn foreign languages” • “Staff international exchange programmes” • “Participation of administrators in international conferences” • “Foreign journals, magazines, newspapers books in the library” • “Brochures, websites, manuals, notices and signals in foreign languages” RidingtheFLRoller-coasterSCHMLfv

  39. 9. Connections to the Corporate World • “International companies involved in or contributing to the different activities” • “International companies providing jobs and internships abroad” • “International companies sponsoring activities and/or research” RidingtheFLRoller-coasterSCHMLfv

  40. 10. Internationalisation • “Internationalisation strategy” • “International dimension in all its activities” RidingtheFLRoller-coasterSCHMLfv

  41. 11. Executive Education • “International companies as clients” • “Effectiveness in training for international management” • “Specific resources for international executive education activity” • “Foreigners in the staff” • EFMD, Brussels: www.efmd.org RidingtheFLRoller-coasterSCHMLfv

  42. ABS Gap Analysis • ABS findings – confidential! RidingtheFLRoller-coasterSCHMLfv

  43. Increase diversity of languages provision? Rob Peter to pay Paul? Ab initio entry? Drop-in Languages Centre? Formal Language Advisory Service? Virtual campus? Multi-lingual signage/ web-pages > international credentials Compulsory languages for all ABS undergraduates? Postgraduate languages? Subject modules to be delivered in FL? ABS SMT “buy in” to EQUIS by taking FL as part of Staff Development? New degree titles? Discussion paper on “Future of Languages at ABS” (Dec 13 2005) RidingtheFLRoller-coasterSCHMLfv

  44. Roller-Coaster ride • Languages back on track? • New attractions? • Hall of Mirrors? • Ghost Train? • Tunnel of Love? RidingtheFLRoller-coasterSCHMLfv

  45. Summary • Hold on... • Don’t get off the roller-coaster • Do scream as loudly as you can! • m.m.hill@rgu.ac.uk • *hot off the press… RidingtheFLRoller-coasterSCHMLfv

  46. Hot off the Press… • Guardian, 17/1/06: “School makes study of Chinese compulsory” Independent school, Brighton College, 1st school in England to make Mandarin Chinese a compulsory subject. Headmaster joining class “to show the pupils how important I regard this new addition to our core curriculum”) RidingtheFLRoller-coasterSCHMLfv

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