Study on Student Recruitment in Germany

 

The German schooling reform and its consequences for student recruitment in Germany

Deciding what to do after having graduated from secondary school is an important topic for students as well as for schools. Often, German secondary schools offer their students counselling sessions or special events concerning the choice of advanced study courses.

Due to the G8 German schooling reform, the schooling period is being reduced from 9 to 8 years, causing changes in the study and career counselling process at schools. The border concepts company has analysed these changes and the resulting consequences for student recruitment activities at German secondary schools.
The schooling reform will cause a temporary shortage of study places in the different German states. This is meant to stimulate greater mobility of the prospective students interested in Bachelor studies. Foreign universities as well as colleges can take advantage of these circumstances. Well-directed student recruitment activities in Germany can help them achieve a higher international profile in their study courses.
 
Another important aspect of the analysis is the realization that the counselling process at German secondary schools starts two years before graduation. The information materials provided by universities and colleges should therefore be aimed to students aged 15 to 18 years. With respect to events held at schools, the right timing is essential. Whenever events are planned, the preferences of the schools and the students concerning the dates should be taken into account.

“In order to take advantage of the G8 reform, institutions need to set themselves apart from their competitors by professionally presenting their USPs when communicating with the target group,” says Sjaik Djorai, managing partner of border concepts. “Successful student recruitment is based on the right selection and blend of the available communication methods. Institutions should make use of the diverse possibilities available to achieve a high awareness among the target group members. They include presentations at schools, brochures and flyers, open days and student recruitment fair attendance as well as intelligent online and direct marketing.”

Please use this link to download the study:
The G8 reform and its consequences for student recruitment activities in Germany

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