Workshop
Communicating in two cultures
The Franco-German University
EUPRIO, Malta 2004
Ulrike Reimann
September 2004
Euprio 2004
The Franco-German University
Bi-national university, international institution
Group of affiliated member universities
130 member universities
Administration located in Saarbrücken/Germany
17 employees (Franco-German team)
September 2004
Euprio 2004
The Franco-German University
Established 1997
Weimar Agreement
Intergovernmental agreement
17 September 1999: agreement came into effect
September 2004
Euprio 2004
Financing
Equally by France and Germany
France: Ministry of Foreign Affairs / Ministry of
Education
Germany: Ministry of Education / Ministry of Foreign
Affairs/Länder (federal states)
Budget 2004: 9 million €uro (2000: 5,8)
September 2004
Euprio 2004
September 2004
Euprio 2004
Responsibilities
Reinforcement of cooperation between France and
Germany with regard to university education and
research
Creation, Promotion and Implementation of integrated
Franco-German Courses of Study
September 2004
Euprio 2004
Responsibilities
Promotion of Research and Development
Advancement of Graduate Education
Development of Cooperation Agreements with other
countries (tri-lateral)
September 2004
Euprio 2004
Core task: Integrated courses of study
2003/2004: 115 bi-national courses of study
10 tri-lateral courses (preparation phase)
4.800 students in 2003/2004, 400 doctoral candidates
Disciplines: arts and social sciences, engineering,
natural sciences, law, economics, medicine
Types of colleges: Universities, Universities of applied
sciences, Grandes Ecoles
September 2004
Euprio 2004
Quality standards
Integrated curriculum / joint study regulations
Training in two educational systems
Joint group of French and German students
Acquisition of two national degrees
At least three semesters at the partner university
September 2004
Euprio 2004
Advantages
Exemption from tuition fees
at the partner university
Mobility grant for the duration of the stay
abroad
Professional and intercultural education
Quality assurance of the programs Evaluation
September 2004
Euprio 2004
Location of the member universities
September 2004
Euprio 2004
Public Relations
Public Relations since August 2000
 One press office for France and Germany
Communication concept SWOT-analysis, tasks, targets
groups, messages, measures
September 2004
Euprio 2004
Communication goals / target image
Reliable and competent partner and sponsor
Covering a comprehensive range
Central and most important institution in F-G
Courses of study and programs with high quality
Marketing of the programs and courses of study
September 2004
Euprio 2004
Communication goals / target image
Mediator and coordinator
Competent and reliable partner
Legal and organisational expertise and example
September 2004
Euprio 2004
The target groups
External target groups
Potential students (school pupils)
Teachers and parents
The general public
Politicians (lobbyists)
Business companies
Potential sponsors
September 2004
Euprio 2004
The target groups
Internal target groups
Students under the auspices of the FGU
Member and partner universities and institutions
Programme coordinators and their staff
Staff of the FGU
Decision-makers in the committees
Partner institutions (DAAD, DFG, MSU, CIDU)
Politicians (ministers)
Panels of experts
Members and observers of the university council
September 2004
Euprio 2004
Implementation
Internal communication
Communication network
Common press releases
Administrative platform
Meetings of the members
Expert meetings
Conferences on specific subjects
Student and graduate fair “Franco-German Forum”
On-line job and trainee placement exchange
Setting up an alumni organisation
September 2004
Euprio 2004
Implementation
Message
We are regularly kept informed by the FGU
With the FGU we increase the quality of our
binational courses of study and thus our
international profile
The FGU supports us
We are partners of the FGU
September 2004
Euprio 2004
Implementation
External communication
Information material
Media
Internet
Events
Lectures and exhibitions
PR-Campaigns for special target groups
Sponsoring activities
September 2004
Euprio 2004
Problems
Internal communication
Intercultural differences
Staff problems (17 employees)
Language problems
September 2004
Euprio 2004
Public Relations
Institutions like the FGU or the GIU are important and
necessary
Important point of contact to take over the marketing of
international programs
September 2004
Euprio 2004
Public Relations
Solutions
convince the internal target groups
Arguments of money, quality and marketing
Controlling (contract, evaluation)
Bi-national team – an advantage?
September 2004
Euprio 2004
Public Relations
Communication across cultures needs
inter-cultural competence!!!
September 2004