Assessing competency in business communication skills : an empirical study of the BBA program at Lingnan University
Enhancing Learning through Technology
World Scientific Publishing Co. Pte. Ltd.
Increasing numbers of business programs aim to achieve the learning outcome of competent communication skills in students and require students to undertake different forms of learning activities. Although the approaches and methods that are employed in these learning activities may affect the outcomes, very few studies have examined the assessment of such learning outcomes. This paper therefore proposes an integrative assessment plan with related tools to measure and evaluate the learning outcome of business communication to ensure the sustainable development of business programs. An empirical study of a BBA program at Lingnan University is conducted, the results of which suggest a means of measuring the effectiveness of the learning of business communication skills among students and the value that is added through this learning process. The results may also assist in the refinement of the program structure and curriculum content for the sustainable improvement of business programs as a whole.
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ISBN of the source publication: 9789812705587
Kwan Lau, I. S. Y., & Li, E. (2006). Assessing competency in business communication skills: An empirical study of the BBA program at Lingnan University. In P. Tsang, R. Kwan & R. Fox (Eds.), Enhancing learning through technology (pp.240-252). doi: 10.1142/9789812772725_0020