ANJIRA ASSAVANONDA

Learning language is a way of learning culture, and that's probably why Thai language courses are becoming popular among Malaysian business executives here.

Learning Thai culture, they say, would make it easier to do business with Thais.

``That's helpful particularly when our business is dealing with foreigners. People feel easier when you speak their language,''said Zarei Mohamed, a Malaysian chief executive officer who has attended the Thai language programme in Kuala Lumpur for three months.

His course was run by Siam Connection Co, Ltd, a Thai-owned company. Open for six months, the company offers Thai language programmes for Malaysian businessmen and corporate people who are frequent visitors to Thailand.

Hunsa Eakturapakal, business development manager of Siam Connection, said she started Thai language programmes because it is a means to promote Thai culture, and Malaysia has business potential.

She talked to Sermsuk Hussein, a Thai language master who has married a Malaysian and lived in Malaysia for more than 30 years. She agreed to take part.

Thai language teaching is becoming popular in Malaysia, but most teaching is done one-on-one. Ms Hunsa claimed her company was the first private outfit offering Thai language courses in Kuala Lumpur.

The target group is business executives, as these people often have problems using English with non-English speakers outside the country.

``We try to think of what situation they'll be facing if they go to Thailand, what they'll need to communicate with Thais, and put those things in our lessons,''said Ms Hunsa.

The courses, which emphasise Thai speaking, start with an introduction to the sound of the language, basic communication such as greetings, and polite expressions.

After opening for six months, 40 students are now taking courses. Most are executives from the automobile, rubber, oil and gas industries.

Ms Hunsa said the courses are divided into three levels. The fundamentals course provides learners with the basics. The intermediate course strengthens communicating skills, and is custom designed. For example, if customers come from an automobile company, they will be taught vocabulary and expressions related to that business.

The integrated course includes written Thai for those who can speak the language and still want to do more with the language.

Ms Sermsuk, who is the course instructor, said she has no problem teaching the CEOs as most are determined and cooperative in class.

``The course is successful if teachers and students alike are open-minded and cooperative,''she said.

The learners' aptitude for non-native languages is also important for success. The key is to encourage them to think rather than memorising words.

Currently, the school has only two teachers, Ms Sermsuk and Ms Hunsa herself. Ms Hunsa said recruiting teachers needs careful screening.

``Not everybody who speaks Thai can teach the language. We need someone who has passion for the job, and is creative and open-minded. The teacher should be flexible and open to different cultures. We don't want a teacher who only follows the textbook, but someone with a style who can keep learners awake,'' she said.