For future business professionals, understanding customers goes beyond knowing their needs. It also means recognising how they communicate and ensuring that no one is left behind.
This principle took on new meaning at Universiti Kuala Lumpur (UniKL) Business School, where a Malaysian Sign Language learning initiative equipped students, alumni and academics with practical communication skills to engage more inclusively with the Deaf community.
The Basic Malaysian Sign Language (Bahasa Isyarat Malaysia, BIM) Programme, Series 1/2026, organised in collaboration with the Malaysian Federation of the Deaf (MFD), recorded 12 participants successfully passing the course assessment, with nine documented participants achieving the Outstanding classification, scoring between 84% and 99%.
Beyond the examination results, the initiative demonstrated how inclusive education can extend beyond conventional academic learning to develop empathy, communication accessibility and professional competencies relevant to customer-facing industries.
Conducted over seven weeks from 4 July to 15 August 2026, the programme brought together participants from various academic disciplines, including Marketing, International Business, Accounting, Islamic Finance, Management and Entrepreneurship, and Tourism Planning and Development.
The classes were delivered virtually through Microsoft Teams every Saturday evening, providing participants with flexibility to balance their academic, professional and personal commitments while acquiring a new communication skill.
Facilitated by Muhammad Fakhrurazzi Mat Sedik, an instructor from the Malaysian Federation of the Deaf, the programme introduced fundamental Malaysian Sign Language skills applicable to everyday interactions, customer service, marketing and interpersonal communication.
Learning sign language presented participants with a different communication experience, requiring visual attention, hand coordination, facial expressions and non-verbal communication skills.
Despite these challenges, participants demonstrated their commitment through consistent practice and active engagement, culminating in encouraging examination results endorsed by MFD.
Among the highest achievers were Afreen Shuhairah binti Mohamed Razz Rozzman and Elviana Sylvester, who both scored 99%, followed by Nurul Aliya Ramle with 97% and Nurfasharina Izati Kamarul Hazlan with 96%.
Interestingly, the programme coordinator, Dr Arman Hj Ahmad, Chartered Marketer and Senior Lecturer from UniKL Business School’s Marketing Section, also participated in the course, achieving an Outstanding result of 91%.
His participation reflected the importance of lifelong learning among educators, demonstrating that developing new competencies is a shared responsibility between lecturers and students.
On 26 September 2026, UniKL Business School students and alumni participated in the International Week of the Deaf celebration at IWK Eco Park, Pantai Dalam, Kuala Lumpur, following an invitation from MFD.
The community engagement provided participants with an opportunity to apply their newly acquired sign language skills through direct interaction with members of the Deaf community.
For Dr Arman, witnessing students communicate confidently and respectfully with Deaf individuals was among the most meaningful outcomes of the initiative.
“The greatest achievement of this initiative was not merely the outstanding examination results but witnessing our students communicate confidently and respectfully with members of the Deaf community,” he said.
In recognition of UniKL Business School’s participation and support, the Malaysian Federation of the Deaf awarded the institute an official Certificate of Appreciation, while successful participants received certificates of completion with examination results endorsed by MFD.
The recognition reflects the growing collaboration between UniKL Business School and MFD in advancing inclusive communication, professional development and community engagement.
Dr Azizan Mohamed Isa, Dean of UniKL Business School, emphasised the importance of extending learning beyond conventional academic competencies.
“This initiative reflects UniKL Business School’s commitment to developing graduates who are not only academically competent but also socially responsible and sensitive to the needs of diverse communities,” he said.
UniKL Business School is also exploring the possibility of establishing Malaysian Sign Language training as a recurring professional development initiative for students and alumni, subject to institutional approval and continued collaboration with MFD.
The initiative aligns with the United Nations Sustainable Development Goals (SDGs), particularly SDG 4: Quality Education, by supporting lifelong learning and practical skills development; SDG 10: Reduced Inequalities, by promoting communication accessibility and social inclusion; and SDG 17: Partnerships for the Goals, through collaboration with MFD.
It also complements SDG 8: Decent Work and Economic Growth, particularly through the development of inclusive professional competencies relevant to the workplace and service industries.
