This article examines the characteristics, needs, and experiences of the interested Slovenian population in learning the Croatian language in the field of business and economics. The results obtained from a sample of 308 respondents show that more than one-third of working Slovenian students and graduates in this professional field encounter the need to learn the Croatian language. Additionally, 30% of the total student population would choose to learn the Croatian language if given the opportunity within their studies. Among graduate students, this percentage is even higher, at 44%. Respondents have shown a preference for learning through practical examples, games, music, and movies, through which they wish to explore not only the language but also the culture of another country. On the other hand, a quality teacher is a necessary prerequisite for language learning, while rote memorization, emphasis on grading, and repetitive grammar are elements that often evoke negative associations among students. Finally, it should be emphasized that a quarter of those students who would choose Croatian as an elective course within their studies would be willing to pay the market price for attending Croatian language classes, while approximately half of them would be willing to pay a discounted price.
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