Prof. Nigel Konrad Denscombe, “a new kind of ‘hybrid’ businessperson standing at the intersection of two key roles: global manager/owner and business educator”, taught ‘Business Negotiation’ to Year 1 students in this Term 1.

With the Global BBA curriculum being fully based on Participant Centered Learning, using 100% Case Method, this course goes one step even further by establishing a ‘workshop’ style learning process, making the class very engaging and fun. This is in particular due to the usual case discussions and the interactive lectures being complemented by negotiating roleplays and exercises, putting the participants in a learning-by-doing environment where they learn critical professional skills by actually attempting and doing It themselves.
One of the underlying themes of the course will be how to approach the process of negotiation logically and how to understand the best ways to reach the strategic goals.


The reason why we have incorporated such a course in our Global BBA curriculum, right in the Year 1, and why the instructor enjoys teaching it as well, is because negotiation play a big role in our life, whether they are business related or for more mundane things without us being even conscious about it. With the world constantly evolving and globalizing, the art of negotiation itself has went through changes, especially with multicultural elements adding another layer of complication and difficulty to it and our student body’s diversity is a great advantage to recreate such environment. Hence, this course has a more systematic approach to the process of negotiation, from the basic understanding of requirements to be able to negotiate well, to replicate the learnings in numerous negotiations and receive coaching & feedback in order to become more confident in negotiation abilities.


The topics covered in this course include: understanding of business negotiations; negotiation concepts such as BATNA, reservation price, ZOPA (possible agreement), value creation; cultural differences in cross-border/culture negotiations, 5 steps of the negotiation process, negotiation tactics, barriers to agreement; among many others.
They are explored through cases that inspect famous places such as the Xiangyang Market in Shanghai where negotiation is necessary for the shopping experience; situations such as negotiations for a Joint Venture agreement between Nora Holdings Sdn Bhd and Sakari Oy, or Google and the Government of China in order for Google to be able to operate its services, particularly the search engine, in China.

This course’s purpose is for the students to learn such an important skill, negotiation, and our Participant Centered Learning, that is highly beneficial in the development of soft skills, gives the perfect environment for such a goal to be reached efficiently.


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