Purdue News

January 28, 1994 Foreign Language Courses Offer Business Students The World WEST LAFAYETTE, Ind. – Business students nationwide are learning to speak the language of a global economy, thanks to specially designed foreign language courses. "These courses focus on the words and customs of business cultures around the world and give these students a sharper edge in the job market," says Christiane E. Keck, head of the Department of Foreign Languages and Literatures and associate director of the Center for International Business Education and Research at Purdue University. "NAFTA and GATT are prime examples of the direction the world is turning," Keck says. "Some business students continue to assume they'll graduate and get a job right here. More and more of them, however, are realizing the business world truly is a business 'world,' and to compete and be successful you must understand people from other countries – both in language and culture." Throughout the country, the trend toward internationalization has encouraged business schools to put more emphasis on the study of a foreign language, Keck says. "Georgetown, Georgia Tech, Duke, Northwestern, Illinois and Penn State are just a few of the more than 200 universities offering business language programs," she says. "Purdue's business German program is in its 1 8th year and draws students from all majors, making it truly interdisciplinary." Students in Purdue's Krannert School of Management who take the courses as electives in the business curriculum find their efforts pay off, experts say. Alan D. Ferrell, director of management placement for Krannert's master's programs, says between 10 percent and 15 percent of the school's graduates take jobs in a foreign country. "Add these to the number of individuals from foreign countries living and working in the U.S., along with foreign companies doing business here, and it becomes evident just how beneficial these courses are," he says. Gabrielle Lavery, an undergraduate student from Lemont, III., is enrolled in Krannert's management program and is taking business German courses to give her an advantage in finding a job. "A college education is becoming fairly typical," she says. "To find a job, you need to try to separate yourself from the crowd. In addition to giving you skills helpful to your career, courses such as these give you special areas of expertise employers are searching for." Purdue's foreign language department teaches courses in 12 languages. Business language courses are offered in German, Spanish and French, and new courses are being developed in Russian and Japanese. The benefits of learning a foreign language are many and well worth the effort, Keck says. Introductory-level courses teach everyday events such as greetings and commonly asked questions and the basics of the particular language. Students receive background and historical material about the language, culture and people. From there, specialized instruction in the fourth semester includes topics such as banking and current business events. After completing the three-course business language sequence, students can take an internationally recognized examination. As they progress through the curriculum, students learn specific business terms and practices as well as the "courtesies" involved in typical business transactions. For example, Keck says, in European countries, all transactions are performed in a very formal, prescribed manner. Formal titles are always used, and the "pecking order" is always recognized and adhered to. Another difference is that in America, many workers find that the quickest way to advance is to switch jobs. In Japan, such jumping around is frowned upon. Japanese employees are expected to remain loyal to their company and work their way up from within. American students trying to decide which language to study should realize that some languages are more beneficial than others; it depends on where you do business, says Erika Gautschi, instructor of business German. "In America, Spanish is the most frequently spoken foreign language," she says. "But worldwide, German is the major language of business. It is the most crucial language in international relations. Obviously, students who anticipate doing business in places such as Eastern Europe might want to consider choosing German or Russian, while those interested in the Far East should consider Chinese and Japanese." Even if they don't complete the program, students should have at least some background in a foreign language, Gautschi says. "Business students are better off knowing something, rather than nothing," she says. "I'm not saying a little bit will go a long way, but if you don't have any experience at all with a foreign language or culture, you're at a serious disadvantage." Purdue News Service: (765) 494-2096; purduenews@purdue.edu