Abstract:

At the present time of constant changes teachers have to adapt new methodologies to implement innovative activities in the classroom, introduce interdisciplinary approach, and encourage students’ critical and creative thinking. In the new era of University 4.0 students create an idea, develop a project and build their own individual culture and value platform (Yefimov and Lapteva 2017). With that in mind, a foreign language classroom becomes not just a space for developing and improving language skills, but a full-fledged venue for exploring tools and models that would help students successfully fulfill their potential in their future career.

The current study considers the introduction of Business Model Canvas (BMC) into the Business English course syllabus. BMC is a visual tool that helps to describe, visualize the strategy of promoting a product or service to the market. In this study I attempt to evaluate the benefits and challenges of teaching BMC in the English language classroom and reveal its potential as a learning tool that introduces new marketing-related vocabulary, encourages students to communicate their ideas effectively, develops their collaborative skills, and prepares them to face the future challenges of professional fulfillment.

Keywords:

Business model canvas, business English, teaching English, teaching methodology, educational tool.