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It does not always have to be images that go viral around the world – such as those of Annalena Baerbock’s visit to the new Syrian transitional government – that highlight the importance of intercultural communication. Let us recall: on 3 January 2025, the new Syrian interim president, Ahmed al-Scharaa, received Baerbock – as a woman, unlike her male counterpart from France – without shaking her hand; instead, he performed the respectful alternative gesture customary in that cultural context, placing his hand over his heart.
Professor Ramona Kusche drew on the example discussed in the media to present the concept, content and aims of the Bachelor’s degree programme ‘Global Communication in Business and Culture’ on 4 February in Studio B at Mittweida University of Applied Sciences. Kusche is the programme’s Dean of Studies and launched ‘Foreign Worlds – Expedition Through The Jungle of Cultures’ – the event in which ‘her’ students, ahead of their final semester, share their experiences from their studies in a wide variety of ways: with their fellow students, including those from lower years, their lecturers and other visitors.
At home all over the world
Talks, films, blog posts and a quiz provided insights into the stays lasting several months in many parts of the world over the past year. This is because the students’ time abroad is an integral part of the ‘Global Communication in Business and Culture’ degree programme. This enables students to experience first-hand the strategies for intercultural, globally connected action taken by businesses, nations and non-governmental organisations. It is here that most graduates also embark on their professional careers, either by forging international links between institutions or by working in Germany to ensure the successful integration of international professionals into companies.
The students had acquired the skills they needed to embark on their semester abroad and organise this multimedia event during previous semesters. Communication situations in economic, political and everyday contexts form the focus of the ‘Global Communication in Business and Culture’ programme. The degree programme combines cultural studies, communication studies and political science, as well as international relations, with two foreign languages and the fundamentals of media practice. This is because one of the programme’s objectives is to visualise topics, (communication) situations and stories. In the case of ‘Foreign Worlds’, these are, first and foremost, the students’ own stories for the event and the online platform of the same name, which they themselves bring to life on stage and set up.
Professor Kusche: “All the preparations made during the first few semesters culminate in the students going out into the world, gaining experience, returning, and, at the end of the fifth semester, sharing with us what they have learnt.”
In the sixth and final semester, the programme includes, amongst other things, the Bachelor’s thesis.
Experience and find out more at the Open Campus Day (Studieninformationstag)
On 22 March, the “Global Communication in Business and Culture” degree programme will be presented at the Mittweida University of Applied Sciences Open Campus Day. Alongside Professor Ramona Kusche, students – who are unofficially known as “Globals” in Mittweida – are also looking forward to answering questions from prospective students about their degree programme. Applications to start the programme in the winter semester 2025/2026 will open on 15 April.
