Thinking globally, starting locally: Students pitch sustainable ideas to Jordanian guest

When a guest from the German-Jordanian University (GJU) joined a second-semester Business English class recently, the atmosphere quickly shifted from lecture room to cross-cultural exchange. Musab Althawabeyah opened with a presentation on Jordanian culture — covering social norms, business etiquette, and the values that shape everyday professional life in Jordan. Students, who study both Intercultural Communication and Business English in the same course, were quick to engage, with a lively round of questions reflecting genuine curiosity and growing cultural awareness.

The visit then moved into more practical territory. As part of a semester-long business simulation, students work in groups to develop ideas for fictitious sustainable companies — pitching, refining, and presenting their concepts over the course of the term. This time, each group had the chance to present their idea to someone who could offer something no textbook can: on-the-ground perspective.

Musab Althawabeyah gave candid feedback on which ideas could realistically find a footing in the Jordanian market, and where adaptations would be needed. Marketing approaches, cultural sensitivities, consumer habits, and regulatory considerations all came into focus as students discovered that a strong concept in one context may need thoughtful reshaping for another.

"This kind of exchange is exactly what we aim for," said Eileen Küpper from the Language Centre. "Our students are learning that sustainable business thinking and intercultural competence aren't separate skills — they're deeply connected."

The visit marks another chapter in a cooperation with GJU that now stretches back 12 years. Eileen Küpper, who teaches both Intercultural Communication and Business English to the group, has been the driving force behind this particular project together with Eva Haddad at GJU — a long-standing connection that has consistently enriched student learning through mutual exchange, shared academic values, and the kind of human connection that international education is built on.