340097 UE Business Translation and Transcreation Spanish (2025S)

Objectives:
After successfully completing this course, students will be able to translate specialised texts from the field of business and economics in a manner appropriate to the assignment and justify their translation decisions on the basis of theory. They will develop the ability to use the appropriate research tools and translation technologies. They acquire the necessary translation strategy and evaluation skills for a high-quality translation as well as the metacommunicative skills for successful communication with clients.

Content
In this course, students learn the basics of business terminology, basic knowledge in selected areas of business (e.g. annual reports, marketing, banking, insurance) and the appropriate terminology from the respective areas.
Students learn how to use translation tools and other digital aids correctly in order to improve the quality, speed and understanding of translations by consumers. Students develop an awareness of the differences and overlaps between the role of a tool user and that of a professional translator. As in other translation exercises, the source texts can be assigned to one or two major semester topics or cover a wide range. Research skills should be improved and practised step by step.
With regard to the component of transcreation, which is also to be covered in this course, texts from the field of marketing, such as company descriptions and homepages, are particularly suitable. In this area, the adaptation/localisation of advertising texts and campaigns for different target markets as well as the adequate translation and culturally appropriate transfer of a company's values should be taught in class. Transcreation can also cover the adaptation of slogans to meet the cultural nuances and market requirements of the respective target markets.

Methodology
- Discussion of problems that students have encountered during the translation process in class.
- Discussion of the source texts in class - analysing the source text with regard to the terminological challenges.
- Translation strategy (adapting vs. mapping translation), suitable parallel texts, specialised background.
- Thematisation of translation strategies including research options.
- Practical project work (from enquiry to delivery, including communication with fictitious clients in group or individual work)
- A CAT tool can be used in the exercises.
- Discussion of the submitted translations and revisions.
- Discussion of the terminology documentation.