AIEC 2008 Brisbane. Diversity - Excellence - Competitiveness

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1 AIEC 2008 Brisbane Diversity - Excellence - Competitiveness Why Germany Needs to Promote its Higher Education and Research Opportunities Worldwide Christian Müller Head of Division Communications and Marketing DAAD German Academic Exchange Service Bonn, Germany 10/ Content 1. A few words about the DAAD 2. German universities a decade ago 3. A new paradigm in internationalisation 4. International marketing: projects, achievements 5. Recent changes in the German HE system 6. Internationalisation: Quo vadis? 10/

2 1. What is and what does the DAAD? DAAD: the German national agency for international education DAAD: a relevant international "player" DAAD and its portfolio of activities 10/ What is and what does the DAAD? Activities, programmes and budget Scholarships for German students and scholars Scholarships for international students and scholars Scholarships and funding for German studies abroad and in Germany Fed. Ministry of Education and Research Fed. Ministry of Econ. Co-op. and Development Fed. Ministry of Foreign Affairs Funds for HEIs to enhance institutional internationalisation Funds for academic co-operation with developing countries Total Budget 2009: 340 Mio (700 Mio AU$) 10/

3 1. A few words about the DAAD 2. German universities a decade ago 3. A new paradigm in internationalisation 4. International marketing: projects and achievements 5. Changes in the HE system 6. Internationalisation: Quo vadis? 10/ German universities a decade ago Myths of the last century entirely state-controlled and publicly funded from privilege (admission) to privilege (diploma) education of researchers vs. massification and professional orientation national view on higher education 10/

4 2. German universities a decade ago The old paradigm of international exchange provision of HE for the needed lack of study opportunities, no competition stay permit only during studies destinations for Germans: Western Europe, North America 10/ A few words about the DAAD 2. German universities a decade ago 3. A new paradigm in internationalisation 4. International marketing: projects and achievements 5. Changes in the HE system 6. Quo vadis? 10/

5 3. New paradigm in internationalisation global market mobile and selective students economic impact, higher education as a "service industry" competition for talents and brains public debate 10/ New paradigm in internationalisation Aspects of a new rationale attractiveness competitiveness importance of networks talent: a scarce resource students as customers, universities as service providers 10/

6 3. New paradigm in internationalisation aims and tasks building capacity in int'l education and marketing building and managing brands for HEIs and for the country int'l mobility of German students and scholars recruitment int'l students and adacemic staff... with the support of DAAD 10/ A few words about the DAAD 2. German universities a decade ago 3. A new paradigm in internationalisation 4. International marketing: projects, achievements 5. Recent changes in the German HE system 6. Internationalisation: Quo vadis? 10/

7 4. International marketing: range of activities 1. enhance the general conditions of studying in Germany 2. develop attractive study programmmes 3. implement a global marketing and information campaign 10/ International marketing: range of activities Road shows, promotion tours Higher education fairs Media campaign, Internet portal Global network of information centres Conferences, workshops and consultancy for german HEIs Projects in marketing Europe's higher education 10/

8 4. International marketing: network of information centers Branch Offices (14) Information-Centres (IC) (48) 10/ International marketing: European projects Action schemes and projects PEER-Consortium (DAAD, EduFrance, Nuffic, British Council) EHEFs (European Higher Education Fairs) local responsability, cooperation, and organisation (no EU funding) EHEF with funding from EU-Third-Country-Programmes > Asia-Link, Bangkok Nov > Asia-Link, : Bangkok, Delhi, Kuala Lumpur, Beijing, Hanoi / HCMC, Manila, Jakarta) 10/

9 4. International marketing: effects, developments International Students (188,400 = 9,5%) Grand total of students in HE ( ) / / / / / / / / /2007 Plus 58,000 students with foreign passports, but who are permanent residents in Germany and have graduated from a high school in Germany. 10/ International marketing: effects, developments 190,00% 180,00% 170,00% Students in Germany / 1998 = 100% 173,85% 179,97% 182,66% International Students (+ 82%) 160,00% 157,37% 150,00% 140,00% 137,67% Bildungsausländer Deutsche 130,00% 120,00% 110,00% 100,00% 90,00% 104,89% 98,21% 108,84% 95,85% 121,21% 96,84% 99,86% 102,84% 106,54% 103,14% ,38% German Students (+ 5%) 10/

10 4. International marketing: effects, developments China Bulgaria Poland Russia Maroc Turkey Ucraine Cameroon France Austria Spain as per winter term 2005/06 10/ International marketing: effects, developments Students from Russia Students from Vietnam % ( ) % ( ) /

11 4. International marketing: effects, developments 100% 90% 80% 70% 60% Abschluss-Arten und Studiengänge 0,2 7,5 4,9 6,7 10,5 16,5 International students enroll at higher levels of studies: International students: 16,5 % in Master-Programmes German students: 6,7 % in Master-Programmes (research) 50% 40% 30% 20% 10% 0% 65,4 Ausländer 88,1 Deutsche kein Abschluss angestrebt Promotions-Studium w eiterführendesstudium Erststudium Doctoral studies: 10,5% of all international, but only 4,9% of the German students enrolled in PhDprogrammes Higher enrollment in STEM (MINT) disciplines (19%) 10/ A few words about the DAAD 2. German universities a decade ago 3. A new paradigm in internationalisation 4. International marketing: projects, achievements 5. Recent changes in the German HE system 6. Internationalisation: Quo vadis? 10/

12 5. Recent changes in the German HE system students Diversity staff institutions "Excellence Initiative" 10/ Recent changes in the German HE system For not to mention: Bologna Process admission rules tuition fees autonomy of HEIs private universities... 10/

13 1. A few words about the DAAD 2. German universities a decade ago 3. A new paradigm in internationalisation 4. International marketing: projects, achievements 5. Recent changes in the German HE system 6. Internationalisation: Quo vadis? 10/ Internationalisation: Quo vadis? Challenges and weaknesses: Brand names Rankings University funding Private investment State vs Federal Government Performance of Germany's educational system Harald zur Hausen 10/

14 6. Internationalisation: Quo vadis? Why is international recruitment critical for Germany? shortage of academics and researchers - stagnation in higher education participation rate - insufficient number of graduates in engineering disciplines - 50,000 positions for engineers can not be filled Generation * compared to * : Germany: - 1 % HE graduates Japan: + 31 % France: + 24 % Number of young graduates in engineering compared to engineers close to retirement: Germany: 90 / 100 Sweden: 147 / 100 Mexico: 124 / 100 Shortage of engineers will raise to more than 100,000 by 2013 German industry fails to generate 11 Billion US$ (2007) 10/ Internationalisation: Quo vadis? Trends growing awareness of demographic changes growing demand for highly qualified personnel offshore campi, transnational education joint degrees, joint programmes expansion of R&D, demand for researchers retain - regain - recruit 10/

15 Questions? Thank you for your kind attention! Christian Müller 10/

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