David McWilliams: If our future is in Europe, we have to talk the talk
On Monday at a breakfast meeting, I spoke to a group of students who were just finishing the masters in marketing from the Michael Smurfit School of Business at UCD.
The meeting was sponsored by ESB or, as it is soon to be known, Electricity Ireland. The students were optimistic about the future, confident and well educated. They were nervous about their own job prospects but were putting a brave face on things.
While chatting over a full Irish, one of the professors told me that he was just back from a conference in Lisbon where pan-European business and marketing courses were being devised in cooperation with other European universities. These courses hosted by various European universities would be invaluable to Irish graduates as they would give them a great grounding in international marketing. However, there was one drawback: language.