BUSINESS COMMENTARY

Sands of Time: The Value of a Liberal Education?

Monday,  February 7, 2006

This article is part of the “Sands of Time” series written by members of the faculty at the University College Cayman Islands.

As a Marketing lecturer, people often assume that my approach to educating my students is more directed at providing training and imparting skills. While understanding the field of Marketing and learning the skills required to succeed in the field is necessary, I have a much more multifaceted understanding of what I should be teaching my students.

I adhere to a holistic and comprehensive education model that requires an understanding of all that education has to offer.

There is a significant difference between ‘training’ and ‘education.’ Training relates mostly to developing specific skills; education is about expanding the base of knowledge. While I can train people to do certain things (skills education) it will limit the addition to the knowledge base because it does not include the learning of ‘why’ certain things are done.
I could take this even further by suggesting that basic knowledge of the arts and sciences will create a deeper understanding of how life works, in general, even for the most basic skill.

At my previous University (University of St. Francis in Illinois) I created a class that included a trip to a foreign country. On these trips we would learn about and visit a broad range of organizations – public and private - that were global in nature.

The students were exposed to varied skills and training points regarding business during the visits spanning advertising agencies, silk manufacturers, The European Union, and banks such as UBS in Switzerland. 

What left the most indelible impression on these students was their exposure to cultures and different ways of life that left them with a deeper understanding of why people behave the way they do and how they have to be prepared to deal with all kinds of cultures different from their own in the business world. 

In a business world that requires us to deal with varied cultures, there has been some misunderstanding of how to deal with cultures other than our own.

For years I have conducted workshops and lectures on the topic for both educational institutions and corporations. Such an educational experience focuses on the question of ‘why people behave in a certain way’ because it helps people accept differences between cultures.

However, I find that the best for any substantial insight is for students to actually experience it; hence my student trips.

When I cannot offer the real educational experience by traveling to different cultures, I can at least offer insights into all the elements that constitute education – much more than simply training – in the traditional classroom.

On occasion I get complaints from students about certain classes that they don’t see the point in taking. If the class does not relate to a specific skill – or a rule to follow – they see no point in taking it.

This lack of understanding about how the holistic, comprehensive view of education will enhance the individual has to change.

I want my business students to have the ability to resolve conflict. Insights into psychology and sociology (among other subjects) help with that. I want my business students to have critical thinking skills. Math, statistics, and all the sciences help increase understanding, and the skills of critical thinking.

I want my business students to communicate effectively. Any writing and speech classes will help here. Reading a well written novel will enhance writing skills.

We should consider other languages as an element of effective communication. For instance, knowing Spanish could get a graduate a job with a company that does business in Central and South America, and better understand the cultures of the regions. 

I want my students to be able to create good relations with their customers. Knowledge of geography, history, and current affairs are a part of that. 

I want my business students to be creative.

Any exposure to arts, architecture, and other creative elements of culture widens their horizons and helps with their creative thought.

Science also helps with creative thought and certainly helps in making life easier for us through better medical help, which is now one of the largest business areas in the world (due to the aging of our population). 

All of these fields help us with the question of ‘why’ things are the way that they are. 

As you can see from this limited list there are plenty of reasons to look at education as a part of making any nation better.

As pointed out in previous articles in this Sands of Time Series, those countries that take education seriously and make every effort to have high standards, at all levels, reap the benefits through a stronger national economy. 

In a small, affluent country like Cayman there is every reason to think that this can be accomplished. 

I was hired by the University College of Cayman Islands to be a part of making it a quality institution that can become a beacon of higher education for Cayman and the Caribbean. 

I see great potential here, with the outstanding faculty that I have been privileged to work with, and with the students that I have had in my classes who truly seek knowledge and have the ambition to use their education for the good of their country. These students understand how education needs to be comprehensive and they have a thirst for more knowledge. 

The Cayman Islands is currently re-evaluating the educational system and I am glad to see that. I only hope that The University College can become an integral part of this discussion and we can find a way to make significant change that will benefit this country for years to come.

The author welcomes comments and may be reached at aarnthorsson@ucci.edu.ky.

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