Bradley Works magazine: Project Asia Update

Noteworthy Project Asia Update

By Sheri McGill International business has seen a shift in direction, focusing on rapidly growing emerging markets—most notably China and India. In response, Bradley University has developed study abroad programs that immerse students in the culture and business climate of these important new markets.

Development of these programs has been aided in part by grants from the United States Department of Education. In 2008, the Robert and Carolyn Turner Center for Entrepreneurship was awarded a nearly $200,000 grant to implement a two-year program called Project Asia.

Housed in the Foster College of Business Administration (FCBA), the Turner Center will use this grant to increase the international awareness and business skills of students through faculty development, development of new and enhanced curricula, and providing research opportunities for Bradley students in Asian countries.

During the past 20 years, the Turner Center has been awarded this grant four times. According to Jim Foley, director of both the International Trade Center and the Project Asia program, “This is a distinction that is unusual, putting us likely in the top 10 percent of colleges receiving this grant.” The last award was received in 2004, which developed The Business of Chinese Culture (IB204) class.

The EMBA class visits India's Taj Mahal.

During the first year of the Project Asia grant, two groups of Bradley students enjoyed the exotic worlds of China and India firsthand, resulting in learning experiences that could not be gained from a textbook or a lecture.

In the spring of 2008, six faculty members and 59 students traveled to China with the Business in Chinese Culture (IB 204) class. To date, this was the largest and most successful study abroad trip ever offered by the FCBA.

Undergraduate students praying at the Temple of Heaven in China.

“This was the third time the China undergraduate trip has been done. The FCBA has been doing many trips there, so we have really fine-tuned our China trips,” said Foley.

Xiaowen Sabaj ’10 was one of the students who traveled to China. Her initial plans were simply to fulfill the university’s foreign language requirements, but while visiting the U.S. Commercial Service in Shanghai, she became aware of an internship program with the service. She was accepted to the program and will spend the spring 2009 semester at the U.S. Commercial Service in Shanghai, going to school full time and working part time as an intern.

“Studying abroad is not only a non-traditional way to earn academic credits, but it also provides me with a different perspective on the world as well as a challenging learning experience. This is especially important due to the growing phenomenon of globalization,” said Sabaj.

Barbara Moebius, retired associate dean for global business at Waukesha County Technical College in Wisconsin, who evaluated the program, wrote that “The China trip helped to raise awareness of Asia both within the College of Business and outside of it.

Students enrolled in a religious studies course within the College of Liberal Arts joined the business students in China, providing a cross-campus collaboration that enriched student perceptions from both colleges.”

In addition to curriculum enhancements and overseas student travel, Bradley is working closely with the commercial officer of the U.S. Consulate to locate sister Chinese universities as potential institutional partners for research collaboration and faculty and student exchange.

Although much attention has been focused recently on Chinese business opportunities, India has shifted some of that attention. With one of the largest populations of people in the world, India is quickly becoming a huge economic player in the global market. A

large number of Bradley students and local businesses have expressed great interest in learning about the Indian culture and how to conduct business in India.

In the fall of 2007, Dr. Raj Iyer joined the FCBA to teach marketing. As it turns out, he had impeccable timing. Soon after arriving on the Hilltop, Iyer was approached by the director of the EMBA program, Jack Russell, to develop and teach the new curriculum for the EMBA and undergraduate courses.

Bringing a wealth of insights, experiences, and contacts to the department, Iyer assisted in establishing the new course as well as the trip to India. Initially offered to only the EMBA program, the new course—Doing Business in India—has become a part of the undergraduate curriculum.

This is an embedded experience course, meaning that the trip abroad is taken during the semester. This allows the professor to teach the culture, history and business practices of the country prior to the trip, thereby, providing for more valuable time to be spent immersed in the cultural aspects of the country and less focus on lectures while abroad.

Upon return, the class can compare and contrast their experiences in the country and how they relate to course materials.

“There is a real difference in reading about a country in a textbook or listening to a third party tell you about their experience, and being immersed in the country and seeing it and hearing it firsthand,” said Iyer. “There is nothing that compares to actually standing in front of the Raj Ghat in Agra. It is very emotional.”

In the fall of 2008, Dr. Iyer traveled with the EMBA students for the first time to India, visiting New Delhi and Chennai.

The trip was extensive and provided the students with numerous opportunities to meet with Indian students and professional as well as the direct exposure to the rich history and culture of India.

EMBA students were able to experience Indian culture firsthand.

“Much of the feedback I received on the evaluation forms from the India trip included phrases like, ‘This was a life experience;’ ‘I grew emotionally, culturally, and intellectually;’ and ‘This country was quite different from my preconceived ideas,’” said Foley.

“The India experience was life changing. India is a country of contrasts, and until it is experienced firsthand one cannot have an appreciation for it,” said Mary Pille, EMBA ’08. “While in Chennai and New Delhi, we had the opportunity to visit many different companies. I learned that we have so many common issues and opportunities, that at the end of the day, I had to remind myself that I was in a meeting in India… not Peoria,” said Pille.

Spring semester 2009 will be the first trip to India for the undergraduate students. There have been some additional destinations to be added to the schedule including a visit to India’s capital city, Mumbai. According to Iyer, “Every time we travel abroad, we meet new people and establish new connections. This allows us to fine-tune the curriculum and the trip abroad to create a unique and invaluable learning experience.”

As a result of the success of these study abroad programs—and an enormous interest from students—Asian topics are being integrated into at least five existing undergraduate and two graduate courses being offered by faculty participating in the faculty development program.

An additional goal of the Project Asia program is to improve the competitiveness of Illinois companies in their trade with Asian markets through in-depth business training, counseling, and training for the NABSITE Certified Global Business Professional (CGBP) exam.

In order to reach this goal, Bradley plans to add a new course to its curriculum called Global Trade Management. This course aligns with the four domains covered in the CGBP exam. Offered as a topics course last year, it was well received by students.

International business and Spanish double major Jenna Byrne ’09 said, “The Global Trade Management course is an interesting class and teaches you all the important information necessary to work in international business. After taking this course, I feel prepared to work in international business, and I have the certification to back me up.”

Project Asia is another example of the commitment of Bradley University, its faculty, and its staff to the needs of the students in a world of constant change.