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Title: Challenges and principles for vocabulary for EOP
Abstract
Vocabulary for occupational purposes presents and discusses several challenges and opportunities for language teachers, learners and researchers in diverse contexts. The talk begins outlining several key characteristics of vocabulary for EOP, such as the close relationship between the lexis and the field of study and the kinds of words which may be specialised, including single words and multiword units. Next, we will consider the challenges this vocabulary can present, drawing on examples from spoken and written pedagogical texts in trades education, aviation and medicine. The second part of the talk focuses on pedagogical principles for teaching and learning this vocabulary, along with some suggestions for future research.
Bio
Professor Averil Coxhead is the Head of the School of Linguistics and Applied Language Studies at Victoria University of Wellington, New Zealand. She teaches undergraduate TESOL and Master’s courses in vocabulary and EAP and supervises PhD research. She is a co-author of English for vocational purposes: Language use in trades education (2020; Routledge) with Jean Parkinson, James Mackay and Emma McLaughlin. Averil was the author of Vocabulary and ESP research (2018, Routledge).

Dr. Pham Thi Hong Nhung is the president of Hue University of Foreign Languages and International Studies in Hue City, Vietnam. She holds an MA and PhD in Applied Linguistics from the University of Queensland, Australia. With 28 years of experience training English language teachers in Vietnam, Dr. Pham has served as a plenary and invited speaker at various national and international conferences, both within Vietnam and abroad. As an active professional, Dr. Pham has published extensively in the areas of language teacher training, EFL teaching, intercultural communication, language teaching materials evaluation, and language classroom discourse. She has been appointed by the Vietnamese Ministry of Education and Training to chair many national committees responsible for English language textbook appraisal, developing national output standards for university and postgraduate foreign language programs, and evaluating professional development curricula for English language teachers.

Dr. Anh Viet Le is currently the Associate Dean (Teaching Operations) at the Australia Education Management Group (AEMG), where she plays a pivotal role in overseeing academic initiatives. Prior to joining AEMG, she served as the Associate Dean of Operations for the Higher Degree Department at Holmes Institute, where she also held key leadership roles as Academic Manager and Head of the Bachelor of Business program. Before her tenure at Holmes, Dr. Le dedicated 11 years to lecturing in the Business Administration Department at the Academy of Finance in Vietnam. Her academic career is distinguished by a strong focus on consumer behavior research, particularly in the context of tourism, festival management, event organization, and the integration of AI and the metaverse in tourism. She has made significant contributions to these fields through numerous publications.

She will present the keynote paper titled “Vegan Restaurants: An Exploratory Study of Factors Influencing Consumer Behavior.”

ABSTRACT

In today’s global marketplace, cross-cultural competence is a vital skill for professional success. Research shows that many failed international business deals stem not from poor planning or strategy, but from cross-cultural misunderstandings. In contrast, companies that invest in cross-cultural training consistently achieve greater collaboration and stronger outcomes. This dynamic and thought-provoking presentation introduces participants to the significance of understanding and appreciating differences in deep cultural values. Using Vietnam and the United States as an example, it explores key contrasts in perceptions of time, hierarchy, communication styles, and individualism. Framed by the Iceberg Model of Culture, the talk highlights how unseen cultural values can influence professional interactions far more than visible traits. Designed with English for Occupational Purposes educators in mind, the keynote emphasizes the importance of teaching cross-cultural communication and awareness in the classroom. Participants will leave with a deeper understanding of culture’s impact and practical steps for fostering cultural competence in their learners—and themselves.


BIO – DIETER BRUHN

Dieter Bruhn is a dynamic and passionate trainer, educator, entrepreneur, and cross-cultural expert with more than 30 years of global experience. Throughout his career, he has designed and delivered innovative educational and corporate training programs all over the world, and he has helped thousands of educators, entrepreneurs, and professionals enhance their performance. Known for his engaging style and practical, results-driven solutions, Dieter has spent much of the past four years leading impactful educational initiatives through the U.S. Embassy in Hanoi, supporting growth and innovation in diverse learning environments. His work also includes extensive research on the influence of culture and implicit bias in international business, further deepening his commitment to cross-cultural understanding and effective global communication.