Type:
Master
Speciality:
023201.10.7 - Linguistics
Specialisation:
023201.10.7 - International Business Communication
Qualification awarded:
Master’s degree
Programme academic year:
2025/2026
Mode of study:
Full time
Language of study:
Հայերեն
1. Admission criteria/requirements
For those with a Bachelor's degree within the given specialty, admission is conducted according to the GPA in the diploma. Admission of applicants with low GPAs and related specialties is carried out based on examination results
2. Programme Objectives
The goal of the program is to prepare specialists in marketing communication, who will have the deep theoretical and practical knowledge to understand and analyze the problems of cross-cultural business communication, will be able to apply the knowledge and skills of written and spoken English when compiling advertising information, as well as in other situations of business communication
3. Educational outcomes of the programme
Upon completion of the course, the student will be able to:
- to present the problems of linguistic disciplines that form the basis of intercultural business communication and the systemic peculiarities of business discourse
- to present the linguistic features of the use of English in written, oral, and media formats in intercultural business communication
- to explain the verbal strategies, psychological mechanisms, and principles of proper behavior to effectively manage intercultural business communication
- to present the characteristics of visual communication types, PR tools and technologies, as well as the peculiarities of using marketing mindset in marketing communication
- to cover the linguistic cognitive mechanisms of intercultural awareness, to analyze business speech patterns, comparing them to one's own language culture
- to mark the differences between the verbal and behavioral ethics characteristic of various cultures, and to apply appropriate verbal strategies to avoid intercultural communication conflicts in different communication formats
- to apply the toolkit of persuasive language strategy and the technologies of PR practices, taking into consideration the contextual requirements and the principles of polite speech
- to apply modern Internet technologies to spread awareness about marketing communication, to perform practical work that involves linguacultural tasks and marketing communication activities
- to analyze the linguistic and extra-linguistic communication ethics characteristic of different cultures, and to apply the basic principles of intercultural communication in business communication situations
- to use various sources of information (Internet resources, electronic libraries, linguistic corpora, scientific articles)
- to critically summarize, combine, and coordinate professional information and make reasoned conclusions
- to perform teamwork that requires cooperative activity skills
4. Assessment methods
The evaluation system consists of a multi-factor procedure of regular verification and assessment of students' knowledge. It aims to organize a balanced learning process, to promote the student's independent work, and to employ evaluation as a means of continuous improvement in the learning process. The following assessment forms are used:
·Mid-term exam
·Mid-term check-up
·individual work
·final exam
·participation
·Mid-term exam
·Mid-term check-up
·individual work
·final exam
·participation
5. Graduates future career opportunities
Graduates of the Master's program "Language and Culture of International Business Communication" can find possible jobs in the following companies and organizations:
· Advertising/marketing agencies (for example, Backbone Branding, ABC Communications, Marog);
Media advertising departments (for example, Media International Service, PanArmenia Media Group)
· IT organizations (for example, Publicis Hepta, Microsoft, VOLO, Synergy, Digitain, Krisp)
· Travel and airline agencies (for example, Loca Travel, Globus Tours, Best Tour, One Way Tour)
· International organizations and companies (for example, United Nations Office of Public Information, British Council, World Bank)
· Embassies (USA, UK)
. Banks (HSBC, ACBA, Ameria Bank)
· Advertising/marketing agencies (for example, Backbone Branding, ABC Communications, Marog);
Media advertising departments (for example, Media International Service, PanArmenia Media Group)
· IT organizations (for example, Publicis Hepta, Microsoft, VOLO, Synergy, Digitain, Krisp)
· Travel and airline agencies (for example, Loca Travel, Globus Tours, Best Tour, One Way Tour)
· International organizations and companies (for example, United Nations Office of Public Information, British Council, World Bank)
· Embassies (USA, UK)
. Banks (HSBC, ACBA, Ameria Bank)
6. Resources and forms to support learning
For the implementation of the program, the educational unit has the necessary educational spaces and the necessary technical equipment. The faculty space is sufficient for the implementation of the above program. The computer base in the department (computer room, projector, electronic whiteboard, TV) is generally sufficient for the implementation of the project. There is some literature in the educational unit implementing the program, and the new educational materials (printed and electronic) will be provided by the teaching staff
7. Educational standards or programme benchmarks used for programme development
When developing the program, the descriptors required for the second (master's) level of education (qualification) of RA Higher Education NSO were taken as a basis.
The program was also implemented taking into account the existing program orientations and standards of the leading universities in Europe and Asia in the given field of science (in particular: Master’s program in Business Communication, INSA Business, Marketing and Communication School, Barcelona, Spain; Master’s program of Science in International Business Communications, Asia Pacific University of Technology and Innovation (APU), Kuala Lumpur, Malaysia)
The program was also implemented taking into account the existing program orientations and standards of the leading universities in Europe and Asia in the given field of science (in particular: Master’s program in Business Communication, INSA Business, Marketing and Communication School, Barcelona, Spain; Master’s program of Science in International Business Communications, Asia Pacific University of Technology and Innovation (APU), Kuala Lumpur, Malaysia)
8. Requirements for the academic staff
Teaching/Pedagogical
· The ability to create the educational program of the course and define its methodology,
· Ability to control the audience
· Mastering and using the latest educational technologies
· Ability to use interactive teaching methods
· Adoption of cooperative learning principles
· Ability to combine and deliver theoretical and practical skills
Research
· Ability to carry out theoretical and empirical research work
· Ability to use print and online scientific sources
· Ability to carry out independent research work (programs, reports, scientific debate, etc.) in the sphere of intercultural communication theory and other related linguistic fields
Communication
· Ability to communicate with the audience
· Collaborative and participatory, student-centered communication skills
ICT application
· Basic computer skills (fluent command of MS Office package: Word, Excel, Power-Point)
· Ability to use social platforms
· Control of online groups
· Ability to create powerpoint presentations
· Ability to use digital technologies
Other abilities
· Knowledge of professional ethics and legal norms (in particular, in intercultural communication, linguistics, and translation)
· Ability to assess the necessary resources and implement projects effectively
. Knowledge of a foreign language
· Ability to plan and manage time
Professional abilities
· Excellent knowledge of English, ability to implement an appropriate verbal strategy in an English-speaking environment, avoiding intercultural language conflicts
· Ability to conduct various debates and discussions on various disciplines related to intercultural business communication and related interdisciplinary disciplines
. Ability to clarify the similarities and differences of the genres of scientific English and business English, to explain the characteristic features of English in written, oral, and media intercultural business communication modes
· Skills to present the problems of intercultural business communication and related linguistic disciplines and supervise research work
· Ability to present and analyze fundamental principles, forms, and features of intercultural business communication and optimal ways to overcome business communication barriers
· Based on the requirements of the relevant context and co-text, the ability to apply intercultural pragmatic strategies of persuasion in interpersonal and corporate business communication situations
General requirements
Academic degree
· A degree in philology or, in some cases a Master's degree in a given or related field
· Availability of at least 3 scientific and/or methodological publications in the last 5 years and/or at least 3 years of experience in the field
· At least 3 participation in conferences and/or workshops in the last 5 years
Pedagogical experience
· Experience in teaching professional courses and/or conducting trainings
· Participation in local or international trainings and/or professional qualification courses during the last 3 years
Practical work experience
Minimum of 3 years of work experience in Philology or related fields
· The ability to create the educational program of the course and define its methodology,
· Ability to control the audience
· Mastering and using the latest educational technologies
· Ability to use interactive teaching methods
· Adoption of cooperative learning principles
· Ability to combine and deliver theoretical and practical skills
Research
· Ability to carry out theoretical and empirical research work
· Ability to use print and online scientific sources
· Ability to carry out independent research work (programs, reports, scientific debate, etc.) in the sphere of intercultural communication theory and other related linguistic fields
Communication
· Ability to communicate with the audience
· Collaborative and participatory, student-centered communication skills
ICT application
· Basic computer skills (fluent command of MS Office package: Word, Excel, Power-Point)
· Ability to use social platforms
· Control of online groups
· Ability to create powerpoint presentations
· Ability to use digital technologies
Other abilities
· Knowledge of professional ethics and legal norms (in particular, in intercultural communication, linguistics, and translation)
· Ability to assess the necessary resources and implement projects effectively
. Knowledge of a foreign language
· Ability to plan and manage time
Professional abilities
· Excellent knowledge of English, ability to implement an appropriate verbal strategy in an English-speaking environment, avoiding intercultural language conflicts
· Ability to conduct various debates and discussions on various disciplines related to intercultural business communication and related interdisciplinary disciplines
. Ability to clarify the similarities and differences of the genres of scientific English and business English, to explain the characteristic features of English in written, oral, and media intercultural business communication modes
· Skills to present the problems of intercultural business communication and related linguistic disciplines and supervise research work
· Ability to present and analyze fundamental principles, forms, and features of intercultural business communication and optimal ways to overcome business communication barriers
· Based on the requirements of the relevant context and co-text, the ability to apply intercultural pragmatic strategies of persuasion in interpersonal and corporate business communication situations
General requirements
Academic degree
· A degree in philology or, in some cases a Master's degree in a given or related field
· Availability of at least 3 scientific and/or methodological publications in the last 5 years and/or at least 3 years of experience in the field
· At least 3 participation in conferences and/or workshops in the last 5 years
Pedagogical experience
· Experience in teaching professional courses and/or conducting trainings
· Participation in local or international trainings and/or professional qualification courses during the last 3 years
Practical work experience
Minimum of 3 years of work experience in Philology or related fields
9. Additional information about the programme
This Master's program was implemented and successfully carried out for 5 years (from the beginning of 2017/2018 until now) at the Department of English for Cross-cultural Communication of the Faculty of Romance and Germanic Philology (currently European Languages and Communication) of YSU. So far, a similar educational program has not been implemented in the RA university system, and YSU is in a leading position in this regard. The importance of communication skills in modern economics, management, and business has led to the fact that business communication training has become a separate educational goal, and with the increase in the role of global English, this profession has gained international importance. Similar master's programs are quite popular in many European and American universities, e.g. Master’s degree program in Business Communication, INSA Business, Marketing and Communication School, Barcelona, Spain; International Master’s degree program in Media and Communication Management, MIP Politecnico di Milano School of Management, Milan, Italy; Media and Communication Management, Macromedia University of Applied Sciences, Munich, Germany; Master’s program of Science in International Business Communications, Asia Pacific University of Technology and Innovation (APU), Kuala Lumpur, Malaysia; Falmouth University MA in Marketing and Digital Communications, Falmouth, United Kingdom; MSc in Marketing Communications Management, Oxford Brookes University, UK. This specialization includes three areas of knowledge: economics and management, marketing communication, and cross-cultural communication. Therefore, the international program requirements, goals and outcomes may vary, depending on the main focus area. In this particular program, preference will be given to the cross-cultural perspective of business communication
