Abstract
The qualitative study provides valuable insights into the management strategies employed by university leaders managing English courses for lingua franca usage in NEOM, Saudi Arabia. The transcultural nature of NEOM presents a distinct challenge, requiring a clear vision for integrating target cultures into English instruction and incorporating various forms of literacy and communication. Despite the conservative context, English lecturers identified intercultural communicative competence as a crucial management strategy and pedagogical solution that prepares students for a multicultural work environment, fostering cultural awareness and appreciation while respecting conservative perspectives. The study emphasises the significance of continuously improving management strategies for English courses in NEOM and adapting to changing circumstances. The study highlights an urgent need for a clear vision and continuous professional development programmes. Additionally, the findings underscore the effectiveness of intercultural communication competence as the university’s most prominent management strategy. Finally, the study suggests that embracing transcultural leadership principles could contribute to developing effective practices to promote intercultural communication and collaboration.
iii
ACKNOWLEDGEMENTS
I want to express my deepest appreciation to my husband, George Kotze, who has shouldered the responsibility of taking care of our children and managing our household while I pursued this academic endeavour. Your love, understanding, and sacrifices have allowed me to focus on my research and complete this dissertation. I am forever indebted to you for your unwavering support.
To my sons George Kotze and Logan Kotze, this dissertation is a testament to the love and dedication I have for you both. I hope it serves as a reminder that with hard work, perseverance, and a strong support system, dreams can be achieved. You are the most remarkable accomplishment of my life, and I feel incredibly blessed to be your mother.
To my incredible mother, Cesiel Basson your faith in me, even during moments of self-doubt, has been a perpetual source of comfort. To my father, Gert Basson your invaluable insight, integrity, and strong work ethic have inspired and motivated me to strive for excellence in every undertaking.
I would like to extend my appreciation to my family, mentors, colleagues, research participants and academic supervisor who have guided me throughout this research journey. Your expertise, feedback, and guidance have been instrumental in shaping my ideas and refining my work.
To all my international friends, near and far, your friendship has transcended geographical boundaries, bringing us together in this global community. I am grateful for the memories we have created, the lessons we have learned, and the trans-cultural connections we have forged.