ESP Needs Analysis: An Investigation of Marketing Students English Needs in Higher Education
DOI:
https://doi.org/10.57176/jn.v4i2.142Keywords:
English for marketing students, ESP, higher education, need analysisAbstract
Penguasaan bahasa Inggris di bidang Pemasaran sangat penting di dunia ekonomi global. Sebagai pemeran dominan di ekonomi dan pemasaran regional dan global, baik sebagai produsen maupun konsumen barang dan jasa, Indonesia harus mempersiapkan sumber daya manusia dengan pendidikan bahasa Inggris untuk kebutuhan khusus (ESP), khususnya di bidang pemasaran. Namun demikian, analisis kebutuhan bagi mahasiswa ESP di bidang pemasaran di Indonesia masih sangat langka. Untuk menginvestigasi tingkat kebutuhan bahasa Inggris bagi mahasiswa Pemasaran di sebuah Politeknik di Indonesia, penelitian ini mengadopsi pendekatan kualitatif. Analisis dari data yang dikumpulkan melalui survei kuesioner dengan 38 mahasiswa Pemasaran dan diskusi kelompok terfokus (FGD) dengan 5 perwakilan mahasiswa mengindikasikan bahwa para mahasiswa membutuhkan lebih banyak aktivitas dan materi pembelajaran bahasa Inggris yang berhubungan dengan jurusannya, terutama yang berhubungan dengan tata bahasa Inggris, kemampuan berbicara, dan kosa kata. Mayoritas mahasiswa memilih bahwa bahasa Inggris penting untuk kehidupan sehari-hari, pelajaran di kelas, dan pekerjaan di masa depan. Kemampuan bahasa Inggris yang tersulit menurut siswa adalah kemampuan tata bahasa Inggris, diikuti kemampuan berbicara dan kosakata. Terlebih lagi, para mahasiswa membutuhkan lebih banyak latihan tentang bagaimana memperkenalkan diri dalam bahasa Inggris dan meningkatkan kemampuan membaca deskripsi produk dalam bahasa Inggris. Hasil dari penelitian ini dapat digunakan sebagai pedoman bagi para dosen dan mahasiswa untuk mengembangkan pengalaman belajar mengajar yang lebih baik di pelajaran bahasa Inggris untuk Pemasaran.
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English language mastery in the field of marketing is significant in globalized world economy. As a dominant player in the regional and global economy and marketing both as producers and consumers of goods and services, Indonesia should prepare its human capitals via quality ESP education particularly in marketing. However, needs analysis for ESP students of marketing in Indonesian context is still rare. In order to investigate the needs of marketing students from a university in Indonesia, this study adopted a qualitative method approach. The analysis of the data collected via a questionnaire survey with 38 marketing students and a Focus Group Discussion with 5 students representatives indicates that students require more activities and materials related to their major, especially related to grammar, speaking, and vocabulary skills. The majority of the students think that English is important for them in daily life, classroom context, and their future employment. The most difficult English skills according to the students were grammar skill, followed by speaking skill and vocabulary skill. Moreover, students need more practice on self-introduction and reading product description. Moreover, students need more practice on self-introduction and reading product description. The results of this study may serve as a guideline for the lecturers and students to develop better teaching learning experiences in English for Marketing.
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