Integrating Intercultural Pragmatic Competence into University Business English Teaching: Challenges and Pedagogical Directions

Abstract

In today’s globalized business environment, linguistic accuracy alone no longer suffices for professional success. University Business English instruction must also cultivate intercultural pragmatic competence – the ability to communicate effectively and appropriately across diverse cultural contexts. Despite this necessity, current curricula often neglect this dimension. This article investigates the extent to which Business English instruction at Ukrainian universities incorporates intercultural pragmatics. Adopting a mixed-methods approach, the study combines textbook analysis and instructor interviews to evaluate the treatment of pragmatic elements. Results reveal a consistent lack of explicit instruction, underprepared educators, and an overreliance on supplementary materials. Teachers recognize the importance of pragmatic competence but lack adequate training and institutional support. The study analyzed 45 tasks across three commonly used textbooks and interviewed ten instructors at public and private universities in Ukraine. The article concludes with pedagogical recommendations including pragmatic task integration, use of authentic discourse, and teacher development programs.