At the heart of the Macao University of Toursim (UTM) lies a steadfast commitment to preparing students for the ever-evolving global landscape. In response to rapidly shifting tourist behaviours and advancements in technology, such as artificial intelligence (AI) and social media, UTM introduced the Bachelor of Science in International Business and Innovative Communication (IBIC) degree programme in academic year 2024/2025 to meet the growing demands of industries within the city and beyond.
“The world is changing faster than ever… [but] one thing that remains consistently important is effective communication,” says Doris Ip, assistant professor and coordinator of this brand-new programme. “IBIC aims to impart knowledge of business and management, as well as various forms of communication, to students.”
The IBIC curriculum is structured around three core academic areas: communication, language and culture, and business management. Over the course of four years, students undertake a diverse range of courses, including international trade, entrepreneurship, and consumer behaviour, as well as forward-looking subjects such as AI in communication, data analytics, business communication, and innovative content creation.
Unlike traditional communication programmes that often centre around journalism and media, Ms. Ip highlights that IBIC focuses on the application of both online and offline communication strategies in business contexts.
Designed to foster creativity, critical thinking, and problem-solving skills, the programme nurtures future professionals across a broad spectrum of roles in the business and digital communication sectors. Graduates may pursue careers as social media managers, digital strategists, public relations specialists, business reporters, web producers, and more.
“It is important for students to realise how they can make the most of their four years of learning,” Ms. Ip says. “We work closely with them to guide their exploration of knowledge throughout the programme.”
A decades-long passion in language
Ms. Ip’s passion for language and communication extends beyond her role as the IBIC programme coordinator. Since 2001, she has served as the University’s Regent for Languages, collaborating with other language teachers to continually enhance English and other language courses for students.
Holding both a bachelor’s and a master’s degree in English Studies—awarded by the University of East Asia and its successor, the University of Macau—she accumulates over three decades of teaching experience, most of which have been at UTM. Since joining the Installation Committee of the Tourism College (CIEST), UTM’s predecessor, in 1993, she has helped shape generations of students.
“English is one of the most widely used languages for international communication. It is my favourite subject and the focus of my tertiary studies,” Ms. Ip says. “I understand the challenges Asian students face in mastering [English]. I hope I can motivate young people to learn to use the language for their studies and future careers.”
Empower young minds
Her long-standing dedication to student development is also evident. Between 2000 and 2012, besides teaching, she also served as UTM’s Student Counsellor, further reflecting her commitment to nurturing young minds. “Knowledge and a positive attitude empower people, and I believe I am both capable of and passionate about helping young people learn and grow,” she remarks.
“I’m happy to witness the growth of the young people I’ve taught — from being my students, to becoming graduates, professionals in the industry, and even parents,” she continues. “When they still remember me and greet me by name… the feeling is simply amazing.”
From her perspective, resilience is key for the younger generation in overcoming academic, career, and life challenges, as her motto says: Where there’s a will, there’s a way.
Looking ahead, Ms. Ip is focused on raising the IBIC programme’s profile and supporting its students. “I look forward to seeing the first batch of graduates walk onto the stage to receive their certificates at the graduation ceremony,” she adds.
“One of our most crucial promotional efforts is ensuring that our IBIC students enjoy their studies with us — and, in doing so, become our ambassadors.”