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
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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
1. improve the general
conditions
2. develop
internationally
attractive study
programmmes
3. start a global
marketing and
public relations
campaign
 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
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International Marketing - The German Approach -
5. Organisation
Joint Initiative International
Marketing for Study and
Research in Germany
35 institutions and „players“ in politics,
economy, and states („Länder“)
GATEGermany
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
„campusgermany“
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International Marketing - The German Approach -
7. National Brand
Suggestions for the German
branding campaign: focus on...








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
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International Marketing - The German Approach -
8. Media campaign: examples
Printed material and
give-aways
Advertisements
„Testimonial“ campaign:
21 testimonials from 13 countries
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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
Number of international students enrolled at German HEIs
200000
180306
180000
162213
160000
142786
140000
120000
186656
125714
108785
112883
100000
80000
60000
40000
20000
20
04
/2
00
5
20
03
/2
00
4
20
02
/2
00
3
20
01
/2
00
2
20
00
/2
00
1
19
99
/2
00
0
19
98
/1
99
9
0
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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
30000
4000
China
India
25987
24095
25000
3697
3807
1200
1136
Mexico
3500
1000
933
2920
3000
19374
20000
800
2500
15000
13523
8745
10000
687
559
600
2000
1745
468
1500
1120
388
400
326
259
6179
5000
1000
853
4760 4773 5054
520
512
622
193
200
500
0
0
0
1997 1998 1999 2000 2001 2002 2003 2004 2005
1997 1998 1999 2000 2001 2002 2003 2004 2005
1997 1998 1999 2000 2001 2002 2003 2004 2005
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International Marketing - The German Approach -
13. Main Countries of Origin
1 China
25.987
2 Bulgaria
12.467
3 Poland
12.209
4 Russia
9.594
5 Marokko
6.986
6 Turkey
6.587
7 Ukraine
6.532
8 France
5.512
9 Kamerun
5.245
10 Spain
4.148
11 Austria
3.975
as per winter term 2004/05
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International Marketing - The German Approach -
14. Forecast on Global Mobility
8.000
7.000
Forecast on international
mobility of students
6.000
(in thousand, by region of origin)
5.000
4.000
Europe
3.000
Central and South
America
North America
2.000
Asia, Oceania
1.000
Near and Middle East
0
Africa
2000
2005
2010
2015
2020
2025
(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
Institute,
School
Higher
Education
Institution
HEIgroup
Region,
„Land“
Country
European
Union
page 17
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
page 18
Thank you for your attention!
Olaf Köndgen
Head of Section 234
Events, Fairs, Exhibitions for
Higher Education Institutions
DAAD Bonn
Tel ++49-228-882-674
Email koendgen@daad.de
page 19