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Foreign Students in Poland 2007, Lodz, February 22-24, 2007

International Marketing of Higher Education and Research in Germany

Olaf Köndgen, DAAD, Head of Section International Events, Fairs, Exhibitions for HE Institutions

page 2

International Marketing - The German Approach - 1. Situation Analysis

1. Decrease in the number of students and researchers

2. „Brain drain“ to the U.S. (young researchers, mainly in natural and bio-medical sciences)

3. Dropping numbers of German students in natural and engineering sciences

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International Marketing - The German Approach - 2. Situation Analysis

„Diminished attractiveness“ (II)

4. Growing international competition amongst providers of higher education

5. Systematic promotion campaigns carried out by competitors

6. Growing concern about demographic changes and the lack of academic workforce (researchers, engineers etc.)

What should be the role of Germany in international HE mobility in the next decade?

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International Marketing - The German Approach - 3. Setting Aims and Objectives

position Germany as a relevant global provider for higher education and research

attract qualified students and researchers from abroad

export German study programmes

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International Marketing - The German Approach - 4. Identifying Key Issues

legal environment (visa, residence and work permit)

room and board structural incompatibilities: degrees (bachelor,

master vs. Diplom, Staatsexamen, Magister)

English as a language of instruction German language courses and certification modular courses, ECTS guidance and tutoring (customer philosophy) costs, fees and quality

branding (of institutions, networks, the national system)

information, marketing and consultancy benchmarking, cooperation

1. improve the general conditions

2. develop internationally attractive study programmmes

3. start a global marketing and public relations campaign

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International Marketing - The German Approach -

5. Organisation

Joint Initiative International Marketing for Study and

Research in Germany35 institutions and „players“ in politics, economy, and states („Länder“)

GATE-Germany

113 Research and Higher Education Institutions

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International Marketing - The German Approach - 6. Actions and Outputs

„Road shows“,promotion tours

Higher education fairs

Conferences, workshops and consultancy for German HEIs

Media campaign

Global network of information centres

Internet portal

„campus-germany“

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International Marketing - The German Approach - 7. National Brand

quality of study programmes and research opportunities good value for money universities vs. univ. of applied sciences reliability individualism, personal success modern - traditional language: German vs. English perceptions abroad

Suggestions for the German branding campaign: focus on...

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Printed material and give-aways

Advertisements

„Testimonial“ campaign:

21 testimonials from 13 countries

International Marketing - The German Approach - 8. Media campaign: examples

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International Marketing - The German Approach - 9. Output in Figures

75 promotion tours (”road shows”) and large education fairs with German institutions in 16 different countries, accompanied by media campaigns under the „Hi!Potentials“ logo and design

390 German presentations on international higher education fairs worldwide

320.000 direct contacts to students and academics on fairs and events (plus approx. 50.000 contacts at the Information Centres p.a.)

48 Information Centers („ICs“) worldwide

www.campus-germany.de established as the main portal for information about study and research in Germany: more than 2 million pageviews per month

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10. DAAD Network: DAAD Germany DAAD branch offices Information Centres

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International Marketing - The German Approach - 11. Situation in 2006 - Evaluation

108785 112883125714

142786

162213

180306 186656

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

200000

1998

/199

9

1999

/200

0

2000

/200

1

2001

/200

2

2002

/200

3

2003

/200

4

2004

/200

5

Number of international students enrolled at German HEIs

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International Marketing - The German Approach - 12. Situation in 2005 - Evaluation

Growth in the number of international students from three key target countries

193

326

388

687

933

1136

259

468

559

0

200

400

600

800

1000

1200

1997 1998 1999 2000 2001 2002 2003 2004 2005

Mexico

4760 4773 50546179

13523

19374

25987

8745

24095

0

5000

10000

15000

20000

25000

30000

1997 1998 1999 2000 2001 2002 2003 2004 2005

China

520 512622

853

1120

1745

2920

36973807

0

500

1000

1500

2000

2500

3000

3500

4000

1997 1998 1999 2000 2001 2002 2003 2004 2005

India

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International Marketing - The German Approach - 13. Main Countries of Origin

as per winter term 2004/05

Austria11

Spain10

Kamerun9

France 8

Ukraine7

Turkey6

Marokko5

Russia4

Poland3

Bulgaria2

China1 25.987

12.467

12.209

9.594

6.986

6.587

5.512

6.532

5.245

4.148

3.975

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International Marketing - The German Approach - 14. Forecast on Global Mobility

2000 2005 2010 2015 2020 2025

0

1.000

2.000

3.000

4.000

5.000

6.000

7.000

8.000

Europe

Central and SouthAmericaNorth America

Asia, Oceania

Near and Middle East

Africa

Forecast on international mobility of students (in thousand, by region of origin)

(Source: Study „Global Mobility 2025“, IDP)

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International Marketing - The German Approach - 15. Objectives for Phase II

Fine-tuning and review of the objectives:

- Focus on quality rather than quantity

- Coordination with related campaigns and initiatives (economy, trade, tourism, sport)

- Development of recruitment and selection procedures abroad

- Strengthen the DAAD network worldwide

- Integration with European initiatives (Bologna-Process, ERASMUS Mundus, EU-programmes with third countries)

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International Marketing - The German Approach - 16. Branding

EuropeanUnion

CountryRegion,„Land“

HEI-group

Higher Education Institution

Institute,School

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International Marketing - The German Approach - 17. The European Dimension

Action schemes and projects

Contract for consortium (DAAD, EduFrance, Nuffic, BC) for seven EHEFs and Asia-Link-Symposia,2006-08: Bangkok, Delhi, Beijing, Kuala Lumpur, Manila, Hanoi, Jakarta)

EHEF (European Higher Education Fairs) with local responsabilities, cooperation and organisation

EHEFs with grants from EU-Third-Country-Programmes (Asia-Link, Bangkok Nov. 2004)

Tenders under Erasmus Mundus Action 4

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Thank you for your attention!

Olaf KöndgenHead of Section 234Events, Fairs, Exhibitions for Higher Education InstitutionsDAAD BonnTel ++49-228-882-674Email koendgen@daad.de