Presentation and Analysis of Survey:

Presentation and Analysis of Survey: Overview of existing European Higher Education Area promotion and marketing activities, i.e. activities that are aimed at attracting international students, within the broader context of promoting the EHEA Dr. Irene Jansen, DAAD Communications and Marketing Director GATE-Germany I.jansen@daad.de

… aims at strategic alliances vs. cut-throat competion … is about internationalisation vs. stagnation… is in the interest of problem solving vs. „empire building“ MARKETING in / of HE as seen here …

What it is not: DO: Develop strategies to reconcile the need for highly skilled immigrants on the one hand side and the need for capacity building and brain circulation world-wide! Realise that an investment in the EHEA is a way out of recession.

In 2020, at least 20% of those graduating in the European Higher Education Area should have had a study or training period abroad” (Leuwen-Kommuniqué 2009). • At European level there is a consensus on the importance of learning mobilityfor the following reasons: • - strengthen their future employability • - acquire new professional competences • - enhance development as active citizen • - access new knowledge • - develop new linguistic and intercultural competences • make education and training systems and institutions more open, more European • and international, more accessible and more efficient

How to boost learning mobility and remove obstacles to it? • The newly published recommendation of the Commission (follow-up initiative of the green paper) makes 11 proposals, inter alia: • - Better information and guidance on mobility opportunities • - Better preparation of mobility stays, notably regarding the linguistic aspects • - Intensifying the university-business cooperation • - Mobilising the multipliers (teachers, trainers) • - Improving the quality of mobility • Monitoring progress by creating a European mobility scoreboard which will • benchmark and measure progress in removing legal and technical obstacles to • learning mobility

IMPORTANT PARAMETERS AND HOT TOPICS Globalisation may increase structural imbalances! Find answers! HE is still free of charge in some countries, but not in others. Will fees „go south“, „north“? Local fees as opposed to fees for foreigners? Equal opportunities / Injustice? Formation of strategic alliances Instr.: partnerships, joint degrees, Protect IPR Transparency Changing mobility patterns create placement opportunities

What messages and aims do WE have?

PARTICIPANTS OF THE SURVEY (36/47) Latvia Lithuania Luxembourg Malta Moldova Montenegro Netherlands Norway Poland Portugal Romania Scotland Slovak Republic Slovenia Spain Sweden Turkey United Kingdom Andorra Armenia Austria Belgium* Bosnia & Herzegovina Cyprus Czech Republic Denmark Estonia France Georgia Germany Holy See Hungary Iceland Ireland Italy * both Flemish and French communities

INTERNATIONAL PROMOTION OF HEIs – FOCUS COUNTRIES • Arabic countries • Asia • Azerbaijan • Baltic countries • Belarus • Bosnia and Herzegovina • Brazil • Bulgaria • Canada • Chile • China (# 1) • Columbia • Croatia • Eastern Europe • Eastern European countries outside EU • Eastern Partnership (Ukraine, Belarus, Russia) • Egypt • EU • Georgia • Germany • Greece • India (# 2) • Israel • Kazakhstan • Latin America • Macedonia • Mediterranean Countries • Mexico • Middle East • NAFSA • North America • Norway • Pakistan • Poland • Post-Soviet-Union Countries • Romania • Russia • SEE Region • Serbia • Scandinavia • South America • South-East Asia • Sweden • Turkey • UK • Ukraine • USA (# 3) • Uzbekistan • Vietnam • Western Balkan

INTERNATIONAL/REGIONAL MARKETING OF HEIs Q 1.2 Which countries/regions do your HEIs focus on when promoting themselves internationally? Selected answers: Armenia:Middle East, India, some European countries Belgium (French Community):Since 2007, a coordination group of experts, comprising representatives of the Ministers’ cabinets, the Ministry of the French Community, Wallonia-Brussels International and all types of HEIs, has been working on developing a common to promote the HE system of the French Community Wallonia-Brussels of Belgium internationally. In this framework, under the coordination of Wallonia-Brussels International, HEIs have been participating in specific attractiveness missions (HE fairs and academic, ministerial and economic missions) in North-America (Canada, Mexico, USA, NAFSA), South America (Brazil and Chile), Asia (China, India and Vietnam) and Europe (through the EAIE and particularly with Sweden). At the same time, HEIs individually, or through the institutional councils, are naturally defining, developing and implementing their own attractiveness strategies. It should be mentioned that the university sector (through the French-speaking Interuniversity Council and its two commissions “International Relations” and “Development Cooperation”) has been very active over the last years. However, we can note that the regions/countries targeted are usually identical to those indicated above. Norway:Norwegian institution mainly focus on Europe when marketing themselves abroad. However, there is a an overarching goal, partly supported by the government, to focus on North America and Latin America. The “marketing” in these regions so far mainly takes place through academic cooperation initiatives. Poland:Europe (EU), Eastern European countries outside EU Slovakia:Western Balkan, Eastern Partnership (Ukraine, Belarus, Russia), Israel, Arabic countries, Norway United Kingdom:UK HEIs have their priority target areas for a number of reasons. They do not focus on any particular region or country Scotland:This will vary by institution, although the Scottish Government has identified its top priorities as China, India, USA/Canada as well as the EHEA. British Council in Scotland prioritises its promotion on HE engagement with China and India. At a UK level this list can be extended to include promotion in the Middle East and South East Asia. In addition, through the rectors’ conference (Universities Scotland) the sector works with Rwanda.

INTERNATIONAL/REGIONAL MARKETING OF HEIs Q 1.3 Are there special marketing measures or tools that could be recommended for specific regions? Example: Germany Europe: Higher Education Fairs Advertisements in newsletters and on websites Direct mailing Asia: International and European Higher Education Fairs Advertisements in newsletters and on websites Direct mailing South America: European and German Higher Education Fairs Advertisements in newsletters and on websites Conclusion: Fairs, website marketing, social web, brochures, and personal contacts are widely used allover.

INTERNATIONAL/REGIONAL MARKETING OF HEIs Q 1.4 Which parameters play an important role in your country’s international marketing endeavors? (Multiple answers possible, n = 35) ♦ Advice: Compare ISB results! Do not forget safety issues, f. ex.!

NATIONAL AGENCIES Austria: OeAD Belgium (Flemish):EPOS, FLAMENCO Belgium (French):Wallonia-Brussels Campus Bosnia and Herzegovina: Agency for development of higher education and quality assurance, Centre for diploma recognition and information Czech Republic:Centre for International Services / National Agency for European Educational Programmes Estonia:STUDY IN ESTONIA France:CampusFrance Germany:DAAD Holy See:KAAD (in Germany) Hungary:Tempus Public Foundation Iceland:Office of International Education Ireland:Enterprise Ireland Latvia:Academic Information Centre, State Education Development Agency Lithuania:Education Exchanges Support Foundation Malta:National Commission for Higher Education (NCHE) Netherlands:Nuffic Norway:Norwegian Centre für International Cooperation in Higher Education (SIU) Poland:Project: „Study in Poland“, implemented by the CRASP Slovakia:SlovAcademic Information Agency (SAIA) Spain:Universidad.es Foundation Sweden:The Swedish Institute Scotland / United Kingdom: British Council

MINSTERIAL DEPARTMENTS FOR HE SYSTEM PROMOTION Andorra:Secretary of State for Higher Education and Research Austria:OeAD is commissioned by the Ministry Belgium (French):Ministry of the French Community, WBI Cyprus:Department of Higher and Tertiary Education – Ministry of Education and Culture Czech Republic:Department of Higher Education, Department of International Affairs Denmark:Study in Denmark Estonia:Archimedes Foundation (operates under Ministry of Education and Research) France:Departments in the Ministry of Foreign Affairs and the Ministry of Higher Education and Research Germany:„Internationale Büros“ (IB) of the Federal Ministry of Education and Research Holy See:New department for International Relations in the HE sector Hungary:Dept. for international educational issues within the newly established Ministry of National Resources Ireland:Department of Foreign Affairs Italy:Services of the Ministry of Education, University and Research Latvia:Ministry of Education and Science Lithuania:Department of Studies and Research in the Ministry of Education and Science Moldova:Academy of Science, Ministry of Education Montenegro:Ministry of Education and Science Poland:Bureau of the Minister in the Ministry of Science and Higher Education in cooperation with the Foundation for the Development of Education System Scotland:Funding for promotion of Scottish HE is provided through the Scottish Government Lifelong Learning Directorate Slovakia:Section of International Cooperation United Kingdom:BIS

COMMERCIAL AGENCIES AND CONSORTIA Q 2.4 Do HEIs in your country form consortia in order to market themselves (n = 35) Q 2.3 Do commercial agencies play a role in marketing efforts of HEIs? (n = 35)

EUROPEAN HIGHER EDUCATION FAIRS (EHEFS) Q 3.1 Have HEIs in your country participated in European Higher Educations Fairs (EHEFS) within the last five years? 24 Yes, more than once 3 No, never Q 3.2 Have you as an individual participated in EHEFs as a speaker, panellist or organiser? 4 Yes, once 18 Yes, more than once 12 No, never Q 3.3 Have you as an individual participated in EHEFs as a visitor? 17 Yes, more than once 13 No, never

EUROPEAN HIGHER EDUCATION FAIRS (EHEFS) Additional comments to Q 3.2 and 3.3 Austria:„Country presentations“ Belgium (Flemish):“as a speaker in an information session on Study in Flanders and as representative at a booth several times” Belgium (French):„At the EAIE annual conference in Trondheim 2007 and in Antwerp 2008.“ Cyprus:„Other colleagues of the Department of Higher and Tertiary Education have done it so.“ Denmark:„I believe not. To my knowledge only as exhibitors but there may have been that kind of participation in the past.“ Estonia:“I have participated as an exhibitor.” Hungary:“Hungarian Embassies accredited to countries hosting higher education fairs have participated to sveral fairs as representatives of Hungary (lately: Study in Europe Fair in Singapore, EHEF in Jakarta, both in October 2010.)” Ireland:„I have no personal evidence of this, but the general rumour was that it was difficult for countries not directly involved in the EHEF organisation and promotion, to become fully involved in all aspects of these.“ Latvia:„participated as organiser of National stand and speaker in national sessions“ Lithuania:„Lithuanian HE was presented by the representative of National LLP Agency/or Representative of the Ministry“ Malta:„Representatives from the University of Malta have participated as exhibitors and delivered presentations about the Higher Education system in Malta as well as the list of courses offered at the University of Malta.“ Netherlands:„Nuffic was part of the consortium that organised 7 EHEFs in 2007-2009.“ Poland:„…representatives of the Foundation for the Development of the Education System took part in EHEFs fair in Jakarta in 2010 in the framework of the ASEMUNDUS project financed from the Erasmus Mundus budget.“ Romania:“Some of HEIs often take part in international education fairs, while other, for various reasons, never participate.” Slovakia:„SAIA, SAAIC, Ministry of Education“ Slovenia:“EHEF India 2008 (Representative from the Ministry of the HE) United Kingdom:“individual HEIs have participated and the British Council organises a stand at many EHEFs in Asia to represent UK higher education”

PARTICIPATION IN FAIRS WITHIN CONSORTIA Q 3.4 Have HEIs from your country participated in Fairs (EHEFS) within a consortium? 11 Yes, more than once 8 No, never Which partners formed theconsortium? - DAAD, Nuffic, CampusFrance, British Council (Germany) - Erasmus Mundus (Sweden, Norway) - Europosgrados (Belgium – French and Flemish Community)

MARKETING INTELLIGENCE Q 4.1 Have your HEIs participated in conferences to promote the EHEA? more than once: 31, once: 1, never: 1 For example: EAIE, ERACON, Erasmus Mundus, Utrecht Network Universities, i-student advisor, … Q 4.2 Do HEIs in your country offer further training in international marketing? to a great extent: 3, to a growing extent: 8, to a lesser extent: 10 For example: Erasmus Mundus Action 4 project, University of the Academy of Sciences of Moldova, IROs Forum (Poland) Q 4.3 Do HEIs in your country offer further training in marketing themselves on a European level? they don‘t: 9, they do to a great extent: 0, they do to a growing extent: 5, they do to alesser extent: 6 For example: CEEPUS, Erasmus Mundus, Mediterranean Office for Youth (Montenegro) Q 4.4 Do national or commercial agencies organize/offer seminars on international marketing of HEIs? they don‘t: 6, they do to a great extent: 2, they do to a growing extent: 7, they do to a lesser extent: 7 Q 4.5 Do HEIs send representatives to seminars set up to teach marketing know-how with relevance to promoting the EHEA? often: 1, sometimes: 11, never: 8

MARKETING INTELLIGENCE Q 4.6 What kind of topics would typically be covered at such conferences or seminars? Denmark:On seminars organised by the Danish Agency for International Education all aspects of participating in the global market for HE are covered, including web-marketing, the use of social media, the use of agents, the use of Summer Schools as a platform for recruitment etc. … EstoniaMarketing HE, HEI. Specified e.g. social media Georgia:International Openness / Dimensions of EHEA Hungary:Analyses of regions and countries, Mobility statistics and trends, Target markets, Recruitment of students, e-marketing tools, Intercultural communication skills, administrative skills (organisation) Ireland:Identifying USPs; Identifying key markets, working with national agencies in those markets etc. Montenegro:Promoting the attractiveness and competitiveness of the EHEA, Promoting intercultural dialogue in the EHEA, Promoting Lifelong Learning in the EHEA, Promoting the mobility of students and staff, Ppromoting of NQF Poland:How to prepare efficient promotional campaigns, marketing tools and methods,regional national specificities to be considered in promotional campaigns Romania:Developing marketing strategies and tools Sweden:International branding,Working with agents, Recruiting through fairs

MARKETING TOOLS Q 5.1 Which marketing tools have your HEIs employed to promote the EHEA?Total number of participants who use this tool (very often, often, sometimes) - RANKING

MARKETING TOOLS / Comments Q 5.2 Additional marketing tools / comments Austria:Grants-Database (Scholarships; www.grants.at) Bosnia and Herzegovina: Bologna Expert Network, seminars, conferences Cyprus:Contact agencies from abroad, Contact education counsellors Czech Republic:The Czech HEIs do not particularly promote the EHEA as a whole, they promote themselves (if they feel it appropriate they promote themselves as a part of EU or EHEA). Denmark:To my knowledge Danish HEI primarily promote themselves. They do not in any significant way promote EHEA directly. Estonia:Direct marketing information sessions (different target groups), FAM tours Germany:Event related websites: www.ehef-hk.org, www.studyineurope.sg, www.europosgrados.org Holy See:Personal contacts and testimony Italy:The coordinating role of the Ministry of Foreign Affairs with our HEIs. Luxembourg:Student presentations abroad Moldova:Conferences, Seminars, Round table discussions, Local and institutional publications Netherlands:NB: The HEI promote themselves and their partners, not the EHEA Portugal:www.dges.mctes.pt Sweden:The HEIs do not promote the EHEA. To the extent that they do international marketing they promote themselves.

PROMOTING THE EHEA Q 6 When promoting the EHEA, what messages should be sent out? Belgium (French Community):The main message should focus on the diversity, the richness and the inclusive dimension of the EHEA. Cyprus:Quality in education, friendly, multicultural environment Czech Republic:International cooperation/environment, structured study system comparable to other EHEA countries (ECTS, Diploma Supplement) – opportunities for mobility, good quality education, great variety of education opportunities, cultural experience. Germany:Europe stands for: cultural richness, excellent learning and research opportunities, high-quality education and interesting study opportunities at BA -, MA - and doctoral level, attractive European funding schemes for attracting students, graduates and staff for studying, teaching or research in the EU. Ireland:High levels of choice available to students within each country and across Europe, Europe as a place to travel and work, Europe as a key world market for future contacts, Richness of cultural diversity. Montenegro:EHEA ensures more comparable, compatible and coherent systems of higher education in Europe. It is an extraordinary tool to strengthen the competitiveness and attractiveness of the European higher education and to foster student mobility and employability through the introduction of a system based on undergraduate and postgraduate studies with easily readable programmes and degrees. Poland:Excellence of teaching and research. Popularity of joint study programmes. Opportunities for intra-European mobility. Richness of cultural heritage. Diversity of cultures. Good student services.

EU-FUNDED COOPERATION Q 7. Do HEIs in your country have EU-funded co-operation or promotion projects? to a great extent: 6, to a growing extent: 18, to a lesser extent: 8 Additional comments: Belgium (French Community):As mentioned in questions 2.1 and 2.2, Wallonia-Brussels Campus has just been established. If its primary goal is to inform and promote the HE of the French Community of Wallonia- Brussels, there is no doubt that there will be a focus on the European dimension and its integration within the EHEA, especially since Brussels is the capital of the EU. Czech Republic:The Centre for the International Services actively market the Czech higher education under the brand Study in the Czech Republic and this initiative is closely linked to the promotion of the European Erasmus Mundus programme in the Czech Republic (i.e. joint budget from the Ministry of Education for both activities). There is no active marketing of EHEA as such. Ireland:The Irish agency, Enterprise Ireland, is in its early days of operations in terms of marketing for HEIs. Ireland’s position in EHEA is a key message in this marketing. I expect this to remain so over the coming period. Norway:Norwegian institutions have been fairly active in Erasmus Mundus, and also in a Nordic initiative, called Nordic Masters, which has much the same overall goals as Erasmus Mundus. Poland:Foundation for the Development of Education System to certain extent plays such a role – organisation of Polish stand promoting Polish higher education and regional HEIs consortia at EAIE fairs. Sweden:It would be hard to motivate using our limited funding for promotion of Sweden as a study destination to promote the EHEA.

STAFF Q 8. Do HEIs in your country employ staff especially designated to support EU funding application? to a great extent: 3, to a growing extent: 19, to a lesser extent: 8 Belgium (French Community):It concerns mainly the Erasmus programme as well as the Erasmus Mundus programme. However, so far, we haven‘t been aware of HEIs employing staff to search and apply specifically for EU funded projects. Hungary:International offices and grant offices are now operating at almost all the HEIs – they have originally been established for the management of the Erasmus programme, but have by now become centres for most mobility activities and in a lot of places important centres for internationalisation. Ireland:These are particularly to seek EU research funding, including mobility for 3rd country young researchers. There is a lower level of expertise in applying for DGEAC funding for student mobility purposes. Malta: The Project Support Team at the University of Malta provides technical, financial and legal support to University staff (academic and administrative) that are bidding for or participating in proposals for EU-funded projects. United Kingdom:It varies from institution to institution depending on the institutional plans and priorities.

AGENCIES THAT MARKET EHEA Q 9. If your country has an agency, does this agency actively market EHEA? to a great extent: 1, to a certain extent: 12, to a lesser extent: 6 Belgium (French Community): As mentioned in questions 2.1 and 2.2, Wallonia-Brussels Campus has just been established. If its primary goal is to inform and promote the HE of the French Community of Wallonia-Brussels,there is no doubt thatthere will be a focus on the European dimensionand its integration within the EHEA, especially since Brussels is the capital of the EU. Czech Republic:The Centre for the International Services actively market the Czech higher education under the brand Study in the Czech Republic and this initiative is closely linked to the promotion of the European Erasmus Mundus programme in the Czech Republic (i.e.joint budget from the Ministry of Education for both activities).There is no active marketing of EHEA as such. France:The latest brochure by CampusFrance, entitled „Choose France“, although emphasizing first „Choose France for your higher education“, also clearly puts forward the following comment: „Thoroughly European, distinctively French“. Ireland:The Irish agency, Enterprise Ireland, is in its early days of operations in terms of marketing for HEIs. Ireland’s position in EHEA is a key message in this marketing. I expect this to remain so over the coming period. Poland:Foundation for the Development of Education System to certain extent plays such a role – organisation of Polish stand promoting Polish higher education and regional HEIs consortia at EAIE fairs. Scotland:British Council and ECOTEC both do so for (different parts of) the lifelong learning programme. Sweden:It would be hard to motivate using ourlimited funding for promotion of Swedenas a study destination to promote the EHEA.

EU FUNDING Q 10.To which extent does EU funding play a role in marketing EHEA? (n = 35)

EU FUNDING • Further comments or specifications • Georgia:Ministry of Education and Science of Georgia is implementing EU funded TWINING project in cooperation with two partner countries: Germany and France which plays an important role in promotion EHEA among HEIs of Georgia. • Hungary:A number of HEIs use funding received as part of a grant from the Structural Funds in Hungary partly for promoting themselves internationally. There is a small group of HEIs that sometimes cooperate in the area but it is more like an informal circle of friend then a formalised cooperation. • Latvia:Support through Asia link project (EHEF 2006-2009) was useful. • Netherlands:If activities concern EHEA marketing/furthering they are usually funded by the EU. • Poland:Mostly under Erasmus Mundus programme. • United Kingdom:I wasn’t aware of any EU funding available to market EHEA.

INFORMATION GAPS / COMMENTS (YOU WILL FIND ADDITIONAL COMMENTS TO THE DIFFERENT QUESTIONS AT THE END OF THE EVALUATION / Handout!) Q 11. Which information gaps would you want to have filled by EHEA sourced information? Belgium (French Community):… there is still a need to discuss the meaning of the ‘European’ HEA at a ministerial level. Czech Republic:The information should be easily accessible and complex (in several languages if possible). Germany:What is the added value when studying or doing research in Europe (irrespective of the opportunities in a given country)? What are specific European study opportunities? (e.g. double or joint degree programmes with various European countries, European study programmes ) What kind of funding schemes are available for study or research in Europe? What are the legal framework conditions (e.g. visa, insurance) for study and research in Europe? Moldova:organization of information trainings and seminars for the HEIs, theoretic support in marketing strategies, sharing the best experience and practices Netherlands:None, the information will be out of date before it is published. Links to national information sets, for NL to the Nuffic and/or to the national information website studiekeuze123.nl or studychoice123.nl Poland:Recognition of diplomas in Europe Joint study programmes in Europe United Kingdom:As mentioned at the May IPN meeting, it would be helpful to have more up-to-date system information of all Bologna participating countries.

IMPORTANT FINDINGS For most participants “promotion”, “information” and “marketing” seem closely related issues or terms. Yes, there is international marketing of HEI in the EHEA. Yes, all state-of–the-art marketing and information tools are being used (more or less widely). Yes, there is a pronounced regional bias in favour of Asia and USA, but not in each country. There are marketing activities encouraged, partly financed by the EU. Yes, there is marketing for EHEA at fairs, for Erasmus Mundus and other EU programs. No, there is no explicit marketing for EHEA unless there are European funds to do so. ___________________________________________________________________________

What messages and aims do WE have? „ … Build on Europe‘s heritage, values and achievements …“ (Bologna Strategy 2.1) Should we set up a task force to write a promotion strategy, based on common ground (that needs to be agreed upon)? Should we engage in market research and systematically look into the potential of individual countries and / or regions? Should we organize a series of conferences to tackle the „hot topics“ and serious political questions mentioned above? Should we aim at a new format for EHEA-Exchange-Fairs and staff exchange programs? Should we design and organize training and competence building seminars for promoting EHEA? ???

Thank you for your kind attention! EHEA

Presentation and Analysis of Survey: