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 10/2008 1 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? 10/2008 2 www.aiec.idp.com 1
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 10/2008 3 1. 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$) 10/2008 4 www.aiec.idp.com 2
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? 10/2008 5 2. 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 10/2008 6 www.aiec.idp.com 3
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 10/2008 7 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. Quo vadis? 10/2008 8 www.aiec.idp.com 4
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 10/2008 9 3. 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 10/2008 10 www.aiec.idp.com 5
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 10/2008 11 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? 10/2008 12 www.aiec.idp.com 6
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 10/2008 13 4. 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 10/2008 14 www.aiec.idp.com 7
4. International marketing: network of information centers Branch Offices (14) Information-Centres (IC) (48) 10/2008 15 4. 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. 2004 > Asia-Link, 2006-08: Bangkok, Delhi, Kuala Lumpur, Beijing, Hanoi / HCMC, Manila, Jakarta) 10/2008 16 www.aiec.idp.com 8
4. International marketing: effects, developments 200.000 180.000 160.000 140.000 120.000 100.000 80.000 108.785 112.883 125.714 142.786 163.213 180.306 186.656 189.450 188.400 International Students (188,400 = 9,5%) Grand total of students in HE (1.932.300) 60.000 40.000 20.000 0 1998/1999 1999/2000 2000/2001 2001/2002 2002/2003 2003/2004 2004/2005 2005/2006 2006/2007 Plus 58,000 students with foreign passports, but who are permanent residents in Germany and have graduated from a high school in Germany. 10/2008 17 4. 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% 1998 1999 2000 2001 2002 2003 2004 2005 2006 104,38% German Students (+ 5%) 10/2008 18 www.aiec.idp.com 9
4. International marketing: effects, developments 1 2 3 4 5 6 7 8 9 10 11 China Bulgaria Poland Russia Maroc Turkey Ucraine Cameroon France Austria Spain 26.061 12.423 12.301 9.826 7.190 7.077 6.928 5.389 5.293 4.225 3.976 as per winter term 2005/06 10/2008 19 4. International marketing: effects, developments Students from Russia Students from Vietnam 12.000 30.000 10.000 25.000 + 95 % (2000 2006) 26.061 25.987 9.826 24.095 9.594 8.906 2.500 2.000 + 320 % (2000 2006) 2.148 8.000 20.000 6.000 15.000 5.045 8.113 19.374 7.098 5.955 13.523 1.500 1.199 1.668 4.280 4.000 3.761 10.000 3.292 4.760 4.773 5.054 2.000 5.000 6.179 8.745 1.000 500 583 570 542 511 582 662 850 0 0 1997 1997 1998 1998 1999 1999 2000 2000 2001 2001 2002 2002 2003 2003 2004 2004 2005 2005 2006 2006 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 10/2008 20 www.aiec.idp.com 10
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%) 10/2008 21 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? 10/2008 22 www.aiec.idp.com 11
5. Recent changes in the German HE system students Diversity staff institutions "Excellence Initiative" 10/2008 23 5. Recent changes in the German HE system For not to mention: Bologna Process admission rules tuition fees autonomy of HEIs private universities... 10/2008 24 www.aiec.idp.com 12
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? 10/2008 25 6. 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 10/2008 26 www.aiec.idp.com 13
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 *1942-1952 compared to *1972-1982: 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) 10/2008 27 6. 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 10/2008 28 www.aiec.idp.com 14
Questions? Thank you for your kind attention! Christian Müller C.Mueller@daad.de 10/2008 29 www.aiec.idp.com 15