Internationaler Markt der Weiterbildung

Die DIE Zeitschrift hat im Dezember 2005 mit dem „Glücksheft“ still und heimlich ein Jubiläum gefeiert. Es war dies die 50. Ausgabe der 1993 gegründeten Institutszeitschrift. Da Jubliäen immer auch Gelegenheiten der Rückschau und des Ausblicks sind, könnte der Zeitpunkt für die Reflexion der Ergebnisse einer Abonnentenbefragung nicht besser sein. DIE-Redakteur Peter Brandt und Alf Scheidgen als zuständiger Analyst präsentieren im folgenden zentrale Ergebnisse der Befragung 2005 als Grundlagen für eine Weiterentwicklung der Zeitschrift.

Which implications does the ongoing GATS negotiation round have for the educational area? Although the WTO minister conference in Hongkong in December 2005 did not result in decisions made for the services sector, it is nevertheless the positioning of the participating member states – including the EU – beforehand and in reverberation of the conference which is interesting. When the »Doha round« expires in 2007, new propositions for liberation need to be available. The author observes the negotiations by order of the Federal Council of Germany and classifies the GATS processes into greater educational-political horizons.

The contribution assesses the consequences for adult education emerging from the running GATS negotiation round. Initially the present situation of the regulations are described which apply for the EU since 1994 and which restrict liberalisation to privately financed educational services. Since 2002 the USA and Brazil are demanding further steps to be taken by the EU. The possible consequences are estimated of the discontinuation of – among others – the subventions reserve for special areas of further education. The general further education of public providers subsequently would be far more affected than the vocational and occupational further education.

In the area of scientific further education the international market situation is eminently conspicuous. The present text distinguishes with the example of Master Studies (Executive MBA Programme) four business models of foreign providers. (1) A foreign programme is exported as a complete package. (2) A foreign programme is offered with licence at a native national university. (3) Business-School-Alliances: a programme is offered in equal shares of two or more university institutions in different countries. (4) The programme of a national native university is enriched by site visits and site studies of international lecturers. The contribution bears a Swiss perspective, but in respect of hereon that the competition of »native« universities is primarily coming from the Anglo-Saxon area, it is by all means conveyable to Germany.

The contribution discusses dimensions of the internationalisation of educational marketing. Seen from a German perspective the authors are therewith treading on new land. Thereby they differ between (1) educational marketing in international comparison (using the example of comparison of the English and German situation) and (2) international educational marketing, so the development of communication- and dissemination structures of regional or national offers for an international market. For 1: The English marketing discussion is ahead of the German discussion by approximately ten years. For 2: By means of a practice project with seven international learning partners they show that the development of an international adult education marketing presumes a solid, national or regional marketing.

In 2001 the German Federal Ministry of Education and Research arranged an information and advice centre for German adult education providers called “iMOVE“, which plans activities in foreign markets. The contribution takes a stock by making an interim statement of the work of iMOVE and it introduces the services offered.

Der Sportwissenschaftler Dr. Hans E. Ulrich ist Geschäftsführer des IST-Studieninstituts in Düsseldorf. Er hat für IST in Shanghai ein zweites Standbein aufgebaut. Mit ihm sprach DIE-Redakteur Dr. Peter Brandt über kleine Fortschritte und geplatzte Hoffnungen beim Versuch, Weiterbildung im fernen Ausland anzubieten.

The term »valorization« has gained a wide distribution by the EU support programme of vocational training (Leonardo da Vinci). The author points to the prospective that the term will soon be able to establish itself in other educational areas. Valorization can be described as a process of dissemination and utilization of project results with the aim of optimizing their value, increasing their impact and integrating them into training systems. A correlatively strategy shall be existent in projects from the very beginning. The contribution demarcates the term »valorization« from »transfer« or »dissemination«.

The coinage Podcast is composed of iPod and broadcast and denotes radio- or video broadcasts which can be subscribed via a free software, cost free. One can copy into an iPod, a portable MP3-Player from Apple, not only entertaining but also educational contents. »Podcasting« is the dissemination of sequences from radio- or video broadcasts, it unfolds a corresponding potential for education providers. A search in the apple-music-store has resulted in the Podcast offer concerning education and upbringing no longer being able to be overseen, but at present almost completely originating from the USA and Great Britain.