Master's Thesis from the year 2004 in the subject Business economics - Didactics, Economic Pedagogy, grade: 1,3, European University Viadrina Frankfurt (Oder), 82 entries in the bibliography, language: English, abstract: This study does not focus on the "powerhouses" of internationalisation but rather at the possibilities of an "average" university with up to now rather average numbers of foreign students and an average degree of overall internationalisation. The University of Bielefeld is taken as one example, of how internationalisation can be implemented, what the key processes of internationalisation are and which steps should be taken to foster internationalisation in the future. The first part of this study is having a look at what internationalisation of universities is and how the idea has developed historically. he paper then in the second part describes the main stakeholders and their role in the internationalisation of higher education. In part three and four the key drivers of internationalisation for universities in general and German institutions of higher education in particular are identified. Therefore this paper outlines first the general global trends in higher education in part three and than focuses on specific German and European developments in part four. Special attention will be drawn on the legal changes in the German system of higher education and the EU-harmonisation process. In Chapter five the competitive forces like new market entrants and substitutes will be looked at. The sixth part will describe the specific motivation for internationalisation at the UoB and sketch the environmental situation of the university like the history of the institution, geographical aspects, its profile etc. It then focuses on strategy formulated so far. Parts seven and eight examine the internationalisation efforts on the side of resource allocation and international programmes. The last chapter tries to summarize the strengths and weaknesses of the inte

Master's Thesis from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, European University Viadrina Frankfurt (Oder), 48 entries in the bibliography, language: English, abstract: The Paper comprises of four major parts. In the first part (situation analysis) the current economic situation and general environmental determinants relevant for marketing Higher Education in Russia will be sketched mainly based on desk research. The second part (Russian education system and environment) focuses on the Russian HE system. The next part (Consumer Perspective) has a look at the future clients analysing consumer habits towards HE, financial spending on education etc. using survey data of THE PUBLIC OPINION FOUNDATION. The following part (Industry perspective) is assessing international mobility and the present marketing activities of the German Academic Exchange Service (DAAD) as one of the major catalysts of German HE marketing. Apart from desk research this part is using the above named survey among a target focus group in Moscow. Using the same survey in the part "other players," the market position of German HE marketing will be analysed to compare the German market position with other HE systems targeting the Russian market.