INTEGRATING ESP AND INSTRUCTIONAL DESIGN TO ENHANCE ENGLISH PROFICIENCY FOR DIGITAL FOOD CONTENT CREATORS IN THE BAKERY INDUSTRY

Abstract

This study explores the integration of English for Specific Purposes (ESP) and Instructional and Material Development (IMD) to enhance the English proficiency of a learner aiming to become a digital content creator in the bakery industry. The instructional design employed thematic modules, including “English Fun Tasks,” supported by multimedia learning (video, audio, and visual aids). Instruction was grounded in real-world bakery contexts to build vocabulary, fluency, and communicative competence across all language skills. Using a multimodal, task-based approach, the learner progressed significantly in lexical acquisition, confidence, emotional expression, and digital storytelling. The study affirms the pedagogical value of contextualized ESP courses tailored to specific professional domains, offering a replicable model for language learning in other vocational fields.