INTEGRATING SALES AND NEGOTIATION SKILLS INTO ESP INSTRUCTION: THE IMPACT RESEARCH AT DONG NAI UNIVERSITY

Abstract

This study investigates the effectiveness of integrating sales and negotiation skills into English
for Specific Purposes (ESP) instruction in economics and business at Dong Nai University. Findings
indicate that students who received instruction combining language learning with sales and negotiation
practice demonstrated higher levels of confidence, fluency, and critical thinking in simulated business
contexts compared to those in traditional ESP classes. The integration also fostered learner motivation,
intercultural awareness, and practical employability skills. These results suggest that incorporating
domain-specific soft skills into ESP courses not only enriches language learning outcomes but also
bridges the gap between academic study and workplace requirements.