Internationalisation & Marketing Strategies

The digitisation of HEIs has the potential to reposition them completely.

Internationalisation and digitisation are barely associated with one another at HEIs at present. However, state-of-the-art technology and the internet are currently rendering teaching independent of time or place. This means that digital media not only make a significant contribution towards increasing the efficiency and quality of existing internationalisation and marketing processes but also make it possible to rethink higher education and the organisation of academic studies in a new, international and digital way. By using digital teaching and learning formats, teaching staff and HEIs are able to cooperate even more intensively and flexibly with other teachers and HEIs at international level, thereby increasing their worldwide networking. They can use their digital activities to boost the quality of research and teaching, but also to generate reputation effects, to position themselves on the worldwide education market and to attract international students and highly skilled specialists to Germany. The thematic group deals with these themes focusing on the two areas “International HEI cooperations” and “International marketing and recruiting”. The aim is to develop equally pragmatic solutions for incorporating digital media in existing processes, as well as to formulate possible long-term developments in internationalising higher education and the organisation of academic studies and in international marketing and to draft strategic recommended courses of action for German HEIs and political representatives.

Dr. Dorothea Rüland:

“The widespread media penetration of higher education is already in full swing. The age of digital learning and teaching scenarios is giving rise to new value chains for HEIs – its global scope is being expanded, opening up opportunities for advancing the strategic internationalisation of German HEIs. In this regard, internationalisation is not an end in itself, but rather proves to be a central factor for increasing the quality of research and teaching. To date, public debate has paid scant regard to the potential for internationalisation that goes hand-in-hand with digitisation or to the challenges associated with this. The Internationalisation & Marketing Strategies thematic group would like to steer the focus of the debate towards internationalisation questions and discuss which steps German HEIs should take today in order to be able to hold their own in the international competitive environment of the future – after all, progress is impossible without change.”

Publication by the thematic group

On the role and importance of digital media in the internationalisation strategies of German HEIs: The working paper presents backgrounds and practical requirements for the interaction between the internationalisation and digitisation strategies of German HEIs. It addresses various reasons for internationalising HEIs and the role of internationalisation strategies, as well as giving a brief overview of the use of digital media in an HEI context.

Svenja Bedenlier
Doctoral candidate in the project “Research-based learning in focus”, Oldenburg University
Wolfgang Deicke
Head of bologna.labs, HU Berlin
Michael Gaebel
Head of Higher Education Policy, European University Association
Prof. Dr. Rolf Granow
Managing director of oncampus GmbH, Presiding Committee representative for e-learning and further development, Lübeck Advanced Technical College
Susanne Hamelberg
Business Development Consultant, Berlin Career College, Berlin University of the Arts
Stefan Hase-Bergen
Head of Marketing (representing Dr. Rüland), German Academic Exchange Service (DAAD)
Karen Hauff
Senior Advisor Higher Education and Research, Federal Enterprise for International Cooperation (GIZ)
Katrin Haufe-Wadle
Consultant for digital higher education, German Academic Exchange Service (DAAD)
Dr. Muriel Kim Helbig
President of Lübeck Advanced Technical College
Simon Morris-Lange
Deputy Head of Research Unit, Expert Council of German Foundations on Integration and Migration
Dr. Christine Redecker
Scientific Officer, JRC Institute for Prospective Technological Studies (IPTS)
Armin Rubner
University administration, Director eUniversity: concept development and services, Ludwig-Maximilians-Universität München
Dr. Dorothea Rüland
Thematic sponsor, General Secretary, German Academic Exchange Service (DAAD)
Stefan Schick
Director of Education, Microsoft Germany
Felix Seyfarth
Curator and Academic Coordinator, Leuphana Digital School, Lüneburg
Prof. Dr. Olaf Zawaki-Richter
Professor of Knowledge Transfer and Learning with New Technologies, Further Education and Education Management, Oldenburg University