Pioneering degree equips students for international business circles

Citation

(1999), "Pioneering degree equips students for international business circles", Journal of European Industrial Training, Vol. 23 No. 1. https://doi.org/10.1108/jeit.1999.00323aab.002

Pioneering degree equips students for international business circles

Pioneering degree equips students for international business circles

Keywords Communications, International business, National cultures

The University of Luton has become the first university in the UK to offer a single honours degree in Intercultural Communication. The course, which provides training in languages, linguistics, communication skills and cultural awareness in a vocational global context started in September 1998.

In Germany and the USA, courses in this area are mushrooming as the danger of miscommunication and misunderstanding between cultures is increasingly recognized as important, but Luton is the only university offering a British programme.

Course manager, Helen Spencer-Oatey, explains:

This course will appeal to both British and overseas students who wish to get on in the international business world. Obviously, it's important that students learn to speak other languages, but it is equally important to know how to please those from other cultures. Body language, speech styles and unconscious habits with regard to food and drink are just some of the ways which can ruin potential relationships.

For example, did you know that the Chinese would be offended if you casually handed over a business card by slipping it across the table? They would expect you to stand up and present it to them with both hands. If you give a gift to a business partner in the Middle East with your left hand, again you are unwittingly causing offence. If someone says "Have you had lunch?" would you know if it's an invitation or simply a greeting?

This course examines "politeness" norms, ways of using language differently, develops proficiency in a chosen language and teaches students how to apply intercultural skills to a specialist subject such as business studies, marketing, management or teaching English as a foreign language.

For more information, please contact Helen Spencer-Oatey, Course Manager in Intercultural Communication, University of Luton, Park Square, Luton, Beds LU1 3JU. Tel: 01582 743407; Fax: 01582 743291; E-mail: helen.spencer-oatey@luton.ac.uk