Assessing competency in business communication skills: an empirical study of the BBA programme at Lingnan University

Irene Kwan and Esther Li
Lingnan University
Hong Kong SAR, China

More and more business programmes aim to develop a learning outcome of competent communication skills among students, and they require students to undertake different forms of learning activities in which the approaches and methods employed may affect the outcomes. Few prior research studies assess the learning outcomes of such learning activities. This paper proposes an integrative assessment plan with related tools to measure and evaluate the learning outcome of business communication activities to ensure their optimal contribution toward sustainable development. An empirical study is done on the BBA programme in Lingnan University. The result of this assessment could measure the effectiveness of learning and the degree of value added in business communication acquired by the students; the result could also foster the refinement of programme structure and curriculum content for sustainable improvement of the programme as a whole.