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•Bachelor & Master programmes

Student recruitment& selection

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Why go internationalin education?

Academic question !

Not relating to reality, and

therefore irrelevant ?

• Professional world

• Academic world

• Adolescent/student world

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Internationalization1. At home

2. Regional (across borders)

3. EU

4. Global

International exposure

•Curriculum (language)

•Study content (cases)

•Digital approach

•physical (mobility)

The proof is in the eating

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Matchingsupply and demandLate 1980s departing from• then current (adult) business

studies programmes• student demands there• international developments

in professional + academic worlds

Expanding on• Marketing International

Management • Marketing & Communication• Finance & Accounting

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Study andprofessional profiles

Functional areas IB(M)S

all in international context

• international marketing management

• financial accounting and management

• business environment

• communications and information technology

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Profiles continued

• 4-year Bachelor degree

• Curriculum language English

• Mandatory semesters abroad

- one of studies

- one of work-experience

• Integrated project instead of thesis / graduation paper

- acquired from business

- international component

- professional & academic

assessment

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Student profile

• International orientation

• Socio-cultural awareness

• Self reliant

• Pro-active

• Communicative

• Flexible

• Appropriate educational background

• Motivation match

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Market analysis on interest (1991)

Target groups for recruitment

• Dutch students

• Non-Dutch student

- residing in The Netherlands

- from anywhere

All with international focus

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Market analysis(continued)

Initial approach

• Non-Dutch: - Parents - International secondary schools• Cross check with fellow

tertiary schools

• Dutch: standard procedures

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Market analysis(continued)

• Parents - embassies - international companies

Conclusions:- approx. 10% positive- International advertising

useless without track-record on:

- reputation - partner institutions (studies abroad) - work-experience abroad - alumni

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Market analysis continued• Secondary Education - Dutch schools - International schools in The Hague area - Study career counsellors Conclusion: + 60% positive

• Cross check in NL - (Good) practice examples Groningen & Arnhem - Sharing experience and building expertise

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1992 start IBSInternational Business Studies79 students incl. 3 Non-Dutch - 1 embassy - 1 expatriate - 1 2nd generation Dutch migrant

Extra publicity:• Official opening ‘big do’• International audience• Partner institutions at

home + abroad• Local press / radio

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IBS > IBMS 2001

2001 IBMS National Platform

• 17 business schools• Similar International business

studies (English stream)• Joint application with Ministry

for official IBMS registration• 2002 IBMS registered.

2005 The HagueFrom 1992 with 3 non-Dutch to 7 groups 25-30 students• Max. 5 with same nationality• 60% Non-Dutch• Some 50 nationalities

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R & S

Tools (programme related)

• Clear study profile

reflected in accurate module descriptions

- Entry & subsequent levels

- Aims & Objectives

- Contents + competencies

• Study routing

• PR material

• Academic calendar

• Exams & procedures

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R & S continuedTools (help desk related)

• Clear communication lines

- info requests

- follow-up (personalize)

- team approach / back-ups

- talk candidates into or out

of the programme

(out + alternative)

• Pro-active & client-friendly attitude

• Close monitoring staff for info retrieval + feedback

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R & S continuedMatch study / student profiles

1 Formal enrolment requirements

2 Informal prerequisites attitude, interests, flexibility,

international/intercultural orientation, etc.

Realistic R &S• Sell feasible opportunities• no white elephants and

ultimately white dwarfs

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R & S continuedAt home (initial phase Cohorts 1+2)Standard R&S • IBG Information Management

Group• Croho register (NL Studies

Compendium)• Open Day Events• Local + National advertising

• Study career fairs in - Dutch secondary education - International Schools through study career counsellors - National studies fair Utrecht - Section Studies in NL - Section Studies Abroad

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R & S continuedIntermediate phase Initial phase PLUS• Student participation fairs• Interviews current internat’l

students (reaction relatives, friends > ‘word to mouth’)

• Make time for personal contacts with international prospects and parents

• Follow-up / After-sales

• International advertising ( BA + MBA )• Foreign agents come in

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International R & S

• Advertising (BA + MA) leading newspapers (e.g. Economist)

NEGATIVE• In specialist magazines (e.g.

Millian, Qompas, Peterson’s)

POSITIVE• WWW In-/ External☺Thehagueuniversity.nl☺Ibms.nl (shared)☺mba.nl (The Hague University)☺Millian.nl Qompas.nl POSITIVE• NUFFIC/NESO Holland study fairs abroad POSITIVE

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Foreignrecruitment agents Agents galore, good ones LTDCarefully check their:1. Aims & objectives2. Expertise on education

here and there 3. Educational + business

contacts 4. Full address and résumé5. Education recruitment

track record6. (Un)official license

(required?) Crosscheck IBMS NP

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1. Agent’s objectives

• Building inter-personal networks

Guanxi concept (Weir & Hutchings) ◘ ubiquitous, anywhere ◘ fundamental in daily life ◘ long period frequent exchange ◘ part of whole relationship ◘ hierarchy in workplace replicated in social setting ◘ move from outsider to insider ◘ 2 people expecting + to give as good as they get• Promotion further education student-client• Making money

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2. Agent’s expertise

Education related• Compare systems (EU - PRC) - secondary education - (access to) tertiary education - ‘commercial’ education• Subjects addressed• Learning strategies - knowledge / know-how - competencies - relation student / staff• Language schools - TOEFL - Global IELTS schools

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2a. Agent’s expertise

Crosscheck / visit:

• Schools + universities

• Cultural / Educational attaché

• NUFFIC / NESO

• Fellow schools / universities at home *

* IBMS National Platform

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3. Agent’s contacts

• With your embassy abroad

• With your educational support office (NESO, BC)

Crosscheck on:

• Reputation agent

- No. of recruited students

- how are they supported ?

• Quality students

- age / motivation students

- students’ English

• Also business intermediary (education a sideline ? )

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4. Agent’s address and résumé

• Fixed full address - at home + abroad - allowing for face-to-face contacts (no Portakabins) - easy and sustainable

access

• Full verifiable résumé - agent contacts / refereesCrosscheck• Embassy• IBMS National Platform

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5. Education recruitment track record

• For other universities?• Success rate - freshmen / graduates (nominal years of study) - fast track < nominal years - post-graduate studies• Any pre-selection (on top of TOEFL + IELTS)• Additional support after R & S - Departure + arrival students - study grants - buddy system

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6. Agent’s license

• Official license• Regions covered in China• Competing agents NOTE - cosy arrangements? - students’ barter between agents?

Contacts with:• Government officials• Businesses • Global IELTS schools

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7a. Terms and conditions

• What services and when

• Commission fee (performance related)

- pre-selection

+ IELTS / TOEFL

- enrolments

- graduations

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7b. Terms and conditions

• PR material, venues, local publicity

• Status as an agent

(unofficial) representative

• Evaluation

• Agent fees for applicants

• Exclusivity clause

Yes or No

- pilot phase

- performance related

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1a. PR China + agent ?

• Selection fairs

• Participation in fairs

• (Pre-)advertising

- www + flyers + adverts

- not only by fair

organization

- also through agent with

(IELTS) schools

- regional publicity

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1b. PR China + agent ?

Fair booth options

• University

• NUFFIC/NESO (national)

• IBMS NP (national + brand)

• Agent

• Mix

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1c. PR China + agent ?

Staffing fair booth• Agent’s staff - hand-out distribution ( flyer snatchers ) - Initial info to candidates ( parents ) - Pre-selection ( massive numbers ) - collection personal data• University R & S officer + current students - Final selection

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Selection interviews• Agent’s pre-selection - motivation - financial issues - diploma comparison - TOEFL / IELTS - prep-school• University - interview on location (phone) - role-play ( cases, radio, tv )

NOTE:record + photo interviewee White elephants > white dwarfs

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Chinese & Vietnamese students• International Business &

Management Studies (Ba)• European Studies (Ba)• MBA + MAAC

IBMS average 35 students p.a.• drop-outs extremely rare• rank among the best• approx. 20% fast-track• Approx. 10% proceed to

Master (internally)Note: 1 IBMS graduate NESO Beijing

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Example Chinese agent

• CHEER foundation

China Europe Education and Research foundation

www.cheer.nl

www.cheer.cn

• Beijing

• Shanghai

• Liaoning

• Netherlands

Enschede University Twente

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NUFFIC NESO

• Netherlands Education Support Offices

Head office NL The Hague

www.nuffic.nl

• Beijing www.nesobeijing.com

• Taipei

www.neso-taipe.org.tw

• Djakarta

www.nec-or.id

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The do’s and don’ts• Be open and critical• (Cross-)checks agent’s back-

ground and objectives with: - referees (his + your network) - embassy/consulate/national education support offices• Make firm arrangements with

pilots for further trimming• Continued co-operation subject

to: - intermediate + final evaluations - performace related• Mutual name dropping if co-

operation is satisfactory

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The do’s and don’ts• Overestimate your own

appreciation and expertise of - the student (fairs) market - local market communication - socio-cultural expertise - official red-tape - follow-up: a. pre-selected candidates b. application / enrolment procedures c. influence parents/relatives d. infra-structure at home• Put all your R&S eggs in one

basket > but interview yourself

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We hope to welcome you again in the future

www.thehagueuniversity.nl

Dirk W. Vuijk

Director for International Relations

d.w.vuijk@hhs.nl

Thank you !

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• Bachelor level

• Master level

• Special tailor-made

courses

• Research ( practical )

• Commercial

- educ. programmes

- research ( practical )

• Specialist Lectureships

- research ( practical )

Atrium above

Special events area

www.thehagueuniversity.nl

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Departments

1. Information & Communication Technology

- business development driven

( location Z o e t e r m e e r )

2. Engineering

- community driven -

( location T h e H a g u e )

3. Technology, Management & Design

4. European Studies & Communication

5. Accounting & Finance

6. Marketing & Commerce

7. Facility Management

8. Management, Policy & Law

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Bachelor programmesMarketing & Commerce

• Marketing• International Business and

Management Studies*• Small Business & Retail Management

fully in English semester of studies abroad work-experience/trainee abroad

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Bachelor programmeFacility Management

• Facility Management

Optional

1 Semester fully in English

for student exchange/mobility Work-experience abroad

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Bachelor programmesTeacher Training

• Teacher Training for Primary Education

• Urban Education:

- 3-month certificate programme

- fully in English

- for teachers and ‘social educators'.

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Bachelor programmesin English

• European Studies specializing in

International Marketing Com-munication Management

• International Business & Management Studies

Majors in

- International Marketing

- International Finance &

Accounting

Mandatory

• Study abroad

• Work-experience (trainee)

abroad

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New policy: ‘The Hague Bachelor’

• Matching legal frameworks (accreditation and inspection)

• solidly constructed, connected with 'state of the art' views on learning processes;

• Clear to all: what it means for studying and day-to-day interaction with the university

• mission (strategic triangle) ranking among the 10 best

• Offering accompanying conditions for successful implementation.

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‘The Hague Bachelor’ Strategic Triangle

talent development     

binding (personal) experience

 Inflow Outflow

               Throug

h flow

Inflow enrolling students

Through-flow undergraduates

Outflow graduates

Post-graduate studies

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Inflow / enrolling students

 We wish to be a university - with international, multicultural appeal

and radiance - fitting in and co-operating with our

immediate environment

We assume that enrolling students - are qualified and wish to achieve We see to it that students - feel welcome - are known by name - are appreciated and challenged

Before enrolment we actively supportthe selection and entry process

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Through-flow / undergraduates• Student

Bachelor competency profile

Study Career CounsellingPortfolio + Personal Development Plan

Assessment of competencies for Bachelor title

Study environment:

- programmes / modules

- projects

- lectures

- internships

- practice

Student

Self

Direct-

Ion

Edu-

cation

on

Offer

Competency =

integration of knowledge, skills, attitude

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Through-flow / undergraduates“Three-track policy approach”

1. Individual student learning routes

students’ proposals for alternatives honoured and supported

2. Expanding possible options throughout university facilitating major / minor structures

3. Pilots / experiments

fully-fledged demand-oriented programmes

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Major / minor system

Study Career Counselling, Personal Development Plan Portfolio

Student

self

direction

Minor

60 ECTS

Modules

Projects

Extra practice

Lectureships

Etc.

Major

180 ECTS

Covering

Current

Study

Profile

Education

on

offer

Testing Competencies

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Possible choices for students

Within Major

180 ECTS

Competencies acquired in different ways

- Individual

- Group

Within Minor

60 ECTS

Specialisation

- major in depth

- broader via

other prof.

competencies

60 ECTS earmarked for free study space

Year 1: 15 ECTS

Remaining 45 elsewhere

- extra internships

- experts lectures

- at home / abroad

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Major / Minor in Bachelor structure

Major

Mandatory choices

Dept. A Dept. B

Free choices

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The Hague Bachelor4 leading competencies

1. Genuinely cooperative beyond the boundaries of:

- Disciplines + professions

- The university towards society

- Origin, language & culture

2. Acts as professional (internt’l context & perspective)

3. Radiates confidence & responsibility

4. Shows

- discernment, resolution

- pro-active, result-oriented

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‘The Hague Bachelor’ Policy

The university's mission

Integral educational concept for• Enrolling students / in-flow• Undergraduates / through-flow• Graduates / out-flow

The Hague Bachelor Policy• concrete and committal• laid out in main lines and binding

formats• To effectively realize vision/mission

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‘The Hague Bachelor Policy’ framework

• Innovation all Bachelor-programmes• Expansion on variety of developments

per domain• Room for different professional

cultures/practices• Specific appeal to different target

groups

Task-force The Hague Bachelor Policy

Feedback: students/staff/management

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‘The Hague Bachelor Policy’ Why ?

• Profile and world outside - Clarity, recognition, appeal• Clear internal references a must - no ambiguity within explicit methodology• Exploiting innovative potential - cross fertilization - exchange expertise - efficiency / means• The Hague regional demands - society + labour market• Improving enrolment/graduate ratio• Bachelor / Master range• Best 10

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The Hague Specialist Lectureships

(Associate) Professors for:

1. Youth & Education / upbringing2. Urban Development3. Information, Technology and Society4. Pedagogy in Professional Training5. Public Management, Authorities &

Internationalization6. Information Security7. Human Resources Management8. Entrepreneurship & Innovation9. Psycho-geriatrics

Link with knowledge/expert circles

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Life-long learning& The Hague Masters

The Hague Bachelor

natural feeder for:

1. The Hague Masters - executive / professional

2. Research / acad. Masters / PhD - in co-operation with traditional,

academic universities

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Executive/ProfessionalMaster programmes

Fully in English• Accounting & Controlling• Business Administration• European Law and Policy • International Communication

Management

In Dutch• Advanced Nursing Practice• Facility Management• Implementation and Change

Management• Labour & Organisation Management• Management of ICT• Security Management (MBA)

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Academic/Research Master programmes in Dutch

• Accounting and Finance (MSc)• Business Processing and ICT (MSc)• Public Management and Policy (MSc)• Strategic Human Resource

Management (MSc in ..)• Strategy and Organization (MSc in..)• Supply Chain Management (MSc in..)

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We hope to welcome you again in the future

Thank you !!