Annual Report 2012 TRAINING MADE IN GERMANY

Transcription

1 Annual Report 2012 TRAINING MADE IN GERMANY

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3 Annual Report 2012 TRAINING MADE IN GERMANY

4 Imprint Publisher: imove at the Federal Institute for Vocational Education and Training (BIBB) Robert-Schuman-Platz Bonn Phone: +49 (0) Fax: +49 (0) [email protected] Internet: Project Management: Silvia Niediek Editing: Silvia Niediek and Katharina Moraht Photos: imove; CONALEP: p. 18; Chongqing University of Technology: p. 19, 20 Layout: 3PUNKTDESIGN, Cologne, Print: Druckerei Brandt GmbH, Bonn June 2013, imove. All rights reserved. This publication is sponsored by the Federal Ministry of Education and Research. imove is responsible for the contents of this publication.

5 3Contents Foreword...5 Results and Perspectives...6 Organisation, Goals and Services...9 Trade Missions, Fairs and Exhibitions, Conferences...15 Online Service...23 Media and Public Relations...27 Strategic Partnerships and Networks...33

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7 5Foreword Unemployment, in particular youth unemployment, constitutes a major and in part growing problem in many countries around the globe. In nations featuring very different demographic developments, politics and the industry are faced with the same challenge: they have to provide their young generation with perspectives for a successful and sustainable start into a professional career. In this situation, attention is directed towards Germany, where youth unemployment is only at eight per cent, one of the lowest of such rates worldwide. As a fundamental reason for this, many identify, quite rightly, the dual system of vocational education and training and in their efforts towards reform they contact German partners for support. The cooperative and industry-related system of qualification enjoys a long-standing and successful tradition in Germany. In the global competition for skilled labour, governments and enterprises alike acknowledge the fact that well-founded vocational education and training must become an integral element in their long-term economic strategy. On all continents, the demand for strengthening in-company and practice-oriented vocational training structures based on the German model is on the increase. To further promote the growing international appreciation of Training Made in Germany and its resulting in successful educational partnerships, imove strives to provide a comprehensive range of services predominantly directed at German providers of professional vocational training and continuing education. This initiative by the German Federal Ministry of Education and Research (BMBF) has at its command a comprehensive network of entrepreneurs and experts and fulfils an important function as a navigator and facilitator within the international vocational education and training market. I wish imove continued success in their work also for the future. The BMBF will continue to make every effort to support imove and also the German exporters of vocational education and training. Christian Stertz EU Education Programmes; International Cooperation in Education Federal Ministry of Education and Research

8 Results and Perspectives In 2012, the topic of education export has experienced an enormous upward surge in Germany. The material catalyst for this was the expressed desire on part of several European countries to cooperate with Germany in the field of vocational education and training. The widespread consensus was that the German dual system provides important clues as to how to effectively combat youth unemployment that is so rampant 6 in many countries and how, at the same time, the trend towards skilled labour shortage can be counteracted. However, this insight is not limited to Europe alone, but has become a widely acknowledged fact also in many other parts of the world. Of central significance in this were comments made by the President of the United States of America, Barack Obama. On several occasions, he had praised the commitment to vocational education and training as demonstrated by German enterprises also in the United States.

9 7 For imove, the international enquiries and initiatives were and continue to be an incentive to further expand its activities. These are no longer limited only to the already well-established key areas of India, China, Russia and the Arab world. South America has emerged as a new focus of activities. This is reflected also in imove s latest publications: as many as three new brochures were published in 2012, highlighting successful examples of cooperation (from China, Latin America and Russia) and five new market studies (covering Egypt, Chile, Indonesia, Mexico and Saudi-Arabia). One core theme during the 4th Arab-German Education and Vocational Training Forum was the transfer of concepts and elements from the German dual vocational education and training system. Another key topic was advisory services for the smooth transition from school to a professional career. In addition, opportunities for education export were discussed against the context of the current transformation processes in the countries of the Arab world. Other vocational education and training conferences involving imove took place in Russia, Mexico, China and Chile. And the Indian government likewise continues to focus on Germany in its search for practice- and market-oriented know-how for reforming its country s vocational education and training system. Given this background, imove not only opened its first office abroad in New Delhi. Also, on the basis of an agreement between the German Federal Ministry of Education and Research (BMBF) and the Indian Ministry of Labour, imove has conducted the tendering procedure in Germany for a training programme for Indian training supervisors and has carried out a qualitative pre-selection of submitted tenders in order to identify qualified German providers for this train-the-trainer course.

10 Results and Perspectives Moreover, as regards the seminars and workshops in Germany, imove has introduced new key areas of activity. Simultaneously, it was able to register a new record number of participants, which impressively documents the increased interest in education export. To ensure that the information provided by imove is even more widely delivered to all target groups, imove has additionally improved the usability of its internet presence in The imove internet portals are now available also by way of a mobile version that is configured specifically for use on smartphones, tablet computers and other mobile devices. These and many other activities of imove were made possible only by the hands-on commitment on part of the imove team. I would like to extend my cordial thanks to all colleagues for their substantial devotedness to our cause and for our joint achievements. I am looking forward to the challenges and projects awaiting us in 2013 for further unfolding the German export of education and training. Markus Milwa Director, imove 8

11 9 Organisation, Goals and Services imove (International Marketing of Vocational Education) is an initiative of the German Federal Ministry of Education and Research (BMBF), designed to promote and support the export of German vocational training and continuing education. With its extensive range of services, imove provides assistance to German education providers in accessing international markets. With the brand of Training Made in Germany, imove campaigns abroad for German competence in the field of vocational training and continuing education.

12 Organisation, Goals and Services imove STAFF MEMBERS IN 2012 imove was established in November 2001; its offices are located at the German Federal Institute for Vocational Education and Training (BIBB) in Bonn. In 2012, imove employed a total of 13 members of staff. In addition to the management, the team in 2012 included 3 academic staff, 5 administrative staff, 3 office staff (2 of which in part-time employment) as well as one student assistant. The team is further complemented by Anjali Sinha, who heads the imove office in India since April 1, MARKUS MILWA DIRECTOR MONIKA MUYLKENS ACADEMIC STAFF MARKET INFORMATION AND STUDIES SILVIA NIEDIEK ACADEMIC STAFF MEDIA AND PUBLIC RELATIONS HANS-GERHARD REH ACADEMIC STAFF INTERNATIONAL EVENTS HELMUT BRÜCK ADMINISTRATIVE STAFF FINANCE ADMINISTRATION JANA KLENOVSEK (NOT PICTURED) ADMINISTRATIVE STAFF INTERNATIONAL EVENTS ANKE KÖLLER ADMINISTRATIVE STAFF INTERNET AND ONLINE EDITOR KATHARINA MORAHT ADMINISTRATIVE STAFF PROJECT ASSISTANT, PR AND INTERNET KRISTINE SCHINKMANN (FORMERLY HOPBACH) ADMINISTRATIVE STAFF NATIONAL EVENTS PETRA LANDEN OFFICE STAFF PROJECT ASSISTANT, FINANCE BEATE ROHM OFFICE STAFF PROJECT ASSISTANT, NATIONAL EVENTS PERVIN UYAR OFFICE STAFF PROJECT ASSISTANT SEBASTIAN EIKEL STUDENT ASSISTANT ANJALI SINHA (SINCE APRIL 1, 2012, NOT PICTURED) PROJECT MANAGER imove OFFICE INDIA 10

13 11 Qualified employees constitute an important competitive and success factor for enterprises and national economies alike. In many countries, numerous professions are afflicted by a chronic shortage of skilled professionals while, at the same time, there is wide-spread and even increasing unemployment. Closing this gap constitutes an opportunity for German training providers. More than ever before, German educational service provision is sought after abroad. imove therefore shows German businesses in the field how to export their knowhow to other countries and how to present their educational service provision on the global market. imove optimally prepares German training providers for their entry into foreign markets and acts as a facilitator for their contact with potential customers and cooperation partners. imove pursues this goal with a comprehensive range of services and acts not only as a broker between German training providers and their potential customers abroad, but offers also a wide range of information regarding worldwide education policy framework conditions and export opportunities. With market studies, seminars, workshops, trade missions and trade fair participation as well as a comprehensive multi-lingual online service provision including a provider database, imove supports German providers of education on their path to launching themselves on foreign markets.

14 Organisation, Goals and Services imove opens branch office in New Delhi Because of its vocational education and training system with its focus on theory and academia and its lack of practice-orientation, the Indian industry is increasingly confronted with a growing skilled labour shortage, which may evolve to become a serious obstacle in the country s further economic development. A reform of the Indian vocational education and training system is urgently required to provide those modern skills the country needs in order to be able to prevail in the global competitive environment in the medium and the long term and to ensure the country s inner stability. Since 2008, imove is increasingly involved in India, marketing German vocational education and training and matching German service provision with Indian demand. The interest in India in German services in the field of vocational education and training continues unabated. To appropriately meet the strong demand for vocational education and training made in Germany, imove opened a branch office in the Indian capital of New Delhi in Located in the German House, the imove Office India is managed by Anjali Sinha since April in close coordination with the imove German headquarters in Bonn and closely connected to the Indo-German Chamber of Commerce. Ms Sinha may be approached as point of contact for any questions pertaining to the topic of Training Made in Germany. One of the central tasks of the imove office in India is, in addition to constant market observation, marketing German vocational education and training in India, for example, by attending trade fairs, conferences and by maintaining contact with the Indian press, as well as by providing information and materials for embassies, Chambers of Commerce Abroad and other stakeholders. Moreover, the office serves as a point of contact in India for German-Indian cooperation in the field of vocational education and training. In 2012, Anjali Sinha received numerous expressions of interest in establishing cooperation with German providers of education, some of which were included in the digital imove B2B marketplace. Daily routine at the imove Office India thus is very much focused on the continuous establishment and further development of networks involving German, Indian and multilateral stakeholders from the fields of politics, industry, administration and from the public sphere with the aim of identifying market entry opportunities for German service providers and bringing together interested parties from both countries. 12

15 13 In Germany, the imove service provision is predominantly directed at small and mediumsized businesses providing vocational training and continuing education. The range of industries is wide, including providers of qualifications in the trades and in the field of business administration, occupation-specific continuing education for management staff and providers of teaching and learning materials. In its activities, imove concentrates on countries and regions characterised by a high degree of economic dynamics combined with an increasing demand for educational services. The imove target markets include in particular Asia with China and India, the Arab world with a focus on the Gulf States as well as Russia and South America. imove has positioned and established itself as a central point of contact for any questions regarding international cooperation in the field of vocational training and continuing education. The building and maintaining of global networks constitutes a fundamental part of imove s activities. In Germany, the initiative is not only closely connected with the Federal Ministry of Education and Research (BMBF) and with the Federal Institute for Vocational Education and Training (BIBB), but also maintains intensive cooperation with other education companies, other ministries, trade associations and the embassies of the respective partner countries. Within the target markets abroad, imove maintains long-standing contacts with the German Chambers of Commerce Abroad and German embassies as well as with local educational institutions, trade associations and government authorities. imove SERVICE TRADE MISSIONS TRADE FAIR PRESENTATIONS, VOCATIONAL EDUCATION AND TRAINING WORKSHOPS AND BUSINESS TO BUSINESS MEETINGS NETWORKING EVENTS AND SEMINARS PERTAINING TO SELECT TARGET MARKETS WORKSHOPS ON INTERNATIONALISATION AND EDUCATION MARKETING CONFERENCES AND CONVENTIONS 25 COUNTRY MARKET STUDIES A STUDY ON THE ECONOMIC SIGNIFICANCE OF GERMAN EDUCATIONAL EXPORTS TRENDBAROMETER OF THE GERMAN CONTINUING EDUCATION SECTOR HANDBOOKS, BEST-PRACTICE BROCHURES INTERNET PORTAL IN SEVEN LANGUAGES, imove PROVIDER DATABASE AND AN INTERACTIVE COOPERATION EXCHANGE, ELECTRONIC NEWSLETTER

16 Organisation, Goals and Services COUNTRIES IN WHICH imove HAS BEEN ACTIVE TO DATE ESTONIA LATVIA LITHUANIA POLAND RUSSIA USA MEXICO (NEW!) TURKEY JORDAN OMAN CHINA VIETNAM SINGAPORE EGYPT UNITED ARAB EMIRATES THAILAND CHILE (NEW!) QATAR BAHRAIN SAUDI ARABIA INDIA imove has substantially helped us to conquer markets also outside of Europe. Christian Ahrens, Gesellschaft für Schweißtechnik International mbh (GSI SLV) 14

17 15 Trade Missions, Fairs and Exhibitions, Conferences International Market Perspectives The skilled labour shortage, so prevalent in many countries, opens up for German training providers enhanced perspectives of successfully implementing their educational service provision also on an international scale. In the context of joint trade missions, trade fair presentations and conference attendances, imove provides German companies in the vocational training and continuing education market with the opportunity of exploring their business options in countries featuring a great need for qualification.

18 Trade Missions, Fairs and Exhibitions, Conferences For export-oriented providers of education, imove paves the way to direct talks with decision-makers in government offices, companies, local trade associations and educational institutions in other countries. They thus gain numerous economic, education policy and cultural insights and obtain important, concrete impulses for their international business activity. Typical elements of trade missions include trade fair presentations, vocational education workshops, matchmaking events and conferences. These offer numerous opportunities for market research and observation and initiation of cooperation projects. In 2012, imove organised a trade mission to India and was involved as a cooperation partner in another such mission to the United Arab Emirates. In addition to participation in several international conferences, imove also organised a vocational education and training workshop in Chile. Moreover, imove was represented on several trade fairs abroad. TRADE MISSIONS, FAIRS AND EXHIBITIONS, CONFERENCES 16 TYPE OF EVENT LOCATION (COUNTRY) DATE PARTICIPATION IN THE GERMAN-RUSSIAN VOCATIONAL TRAINING CONFERENCE KALUGA (RUSSIA) MARCH TRADE FAIR PRESENTATION ON OCCASION OF THE YEAR OF GERMANY IN INDIA MUMBAI, BANGALORE, CHENNAI, APRIL DECEMBER NEW DELHI (INDIA) PARTICIPATION IN THE EXPERT WORKSHOP ON GERMAN-MEXICAN COOPERATION PUEBLA (MEXICO) MAY IN VOCATIONAL EDUCATION AND TRAINING PARTICIPATION AND INFORMATION STAND AT THE GERMAN-CHINESE VOCATIONAL CHONGQING (CHINA) AUG EDUCATION AND TRAINING SYMPOSIUM imove WORKSHOP IN CHILE FOR COOPERATION IN THE FIELD OF VOCATIONAL SANTIAGO DE CHILE (CHILE) OCT. 02 EDUCATION AND TRAINING TRADE MISSION TO INDIA INCLUDING PARTICIPATION IN THE 5TH GLOBAL SKILLS NEW DELHI (INDIA) SEP SUMMIT HOSTED BY FICCI TRADE FAIR STAND AT THE WORLDDIDAC INDIA NEW DELHI (INDIA) SEP COOPERATION INVOLVEMENT IN A TRADE MISSION FOR INITIAL BUSINESS CONTACT FOR GERMAN EDUCATION INDUSTRY ENTERPRISES IN THE UNITED ARAB EMIRATES (UAE) ABU DHABI, DUBAI (UAE) NOV

19 17 German-Russian Vocational Training Conference Vocational training was one of the four thematic pillars of the German-Russian Year of Education, Science and Innovation 2011/12. During the joint Science Year, both countries increased their efforts towards qualifying skilled personnel, thus investing in the future of their countries. To contribute to alleviating the skilled labour shortage in Russia, experts from the world of politics, science and industry met for the German-Russian Vocational Training Conference Modern Vocational Training: Challenges and Perspectives for Business and Society, hosted in Kaluga from March 29 to 30. On the German side, participants included representatives from the Federal Ministry of Education and Research (BMBF), imove and the Federal Institute for Vocational Education and Training (BIBB) as well as from the German-Russian Chamber of Commerce Abroad, German industrial companies and providers of vocational training and continuing education from within the imove network. On the eve of the conference, the participants paid a visit to the Volkswagen Group Rus (VWGR) factory and to the College of Information Technologies and Administration in Kaluga, with which VWGR cooperates in training matters. There they were able to get an idea on site of the local modern working and training conditions. Central topics of the vocational training conference in Kaluga included the dual system of vocational education and training in Germany and its transferability to Russian settings. The private sector s responsibility for vocational education and training was discussed, as was also the state s responsibility for setting education standards and establishing a corresponding quality management system. The participants agreed that successful regional projects for vocational education and training could take on model character for other industries as well as at the federal level. Both the German and Russian sides were in favour of creating and further expanding joint vocational education and training initiatives and intend to intensify their bilateral efforts in putting vocational education and training on the government agenda.

20 Trade Missions, Fairs and Exhibitions, Conferences Year of Germany in India In April 2012 in Mumbai, during the start of the Year of Germany in India festivities, imove campaigned for German vocational training and continuing education with the slogan Training Made in Germany. The Year of Germany, which ran until January 2013, was celebrated with a travelling exhibition titled Indo-German Urban Mela ; after Mumbai and Bangalore (June/July), the exhibition went on to Chennai (September), New Delhi (November) and Pune (January 2013). imove was an exhibitor at the German Ministry of Education and Research (BMBF) pavilion: one of 16 pavilions created by the artist Markus Heinsdorff on the topic of Textile Buildings of the Future for the Year of Germany. The organisers registered more than 510,000 visitors over the entire course of the Indo-German Urban Mela The great and positive response to the Year of Germany in India revealed that Germany and Training Made in Germany generate great interest on part of representatives from the world of Indian politics, industry and the Indian population in general. Expert Workshop on German-Mexican Cooperation in Vocational Education and Training On May 8 and 9, 2012 in Puebla in Mexico, the Federal Institute for Vocational Education and Training (BIBB) and the Mexican Organisation for Technical Vocational Education and Training CONALEP (Colegio Nacional de Educación Profesional Técnica) hosted a workshop for experts in the field. The workshop focused on the opportunities for German-Mexican cooperation in vocational education and training. imove and BIBB gave lectures on the topics of Training of Training Personnel and Modernisation of the Legal Framework of the Vocational Education and Training System. The Mexican vocational education and training sector is about to experience a paradigm shift; in this process, the German dual vocational education and training system is to help to improve the image of vocational education and training in Mexico. Mexican employers, federal states and educational institutions agreed that the dual vocational education and training system is a model for the future for Mexico. For German providers of education, this opens up significant opportunities in the second largest economy in South America for educational service provision made in Germany. 18

21 19 If you are planning for a year, sow rice; if you are planning for a decade, plant trees; if you are planning for a lifetime, educate people. (Chinese proverb) For many years, the People s Republic of China has been in the process of implementing a reform of vocational education and training comprising all levels from legal provisions to concrete implementation. Germany is China s partner in this reform process. In 2011, the Chinese Ministry of Education and the German Federal Ministry of Education and Research (BMBF) signed a corresponding memorandum of understanding and established the German- Chinese Alliance for Vocational Education and Training. In 2012, the year of the 40th anniversary of German-Chinese relations, the cooperation between both countries in the field of vocational education and training provided a central topic during numerous events. The perspectives of German-Chinese vocational education and training partnerships were discussed during the China Day of the German Skilled Crafts, hosted on April 25, 2012 in Berlin on the premises of the Zentralverband des Deutschen Handwerks (ZDH - German Central Association of Skilled Trades). Business areas for the crafts were identified, projects presented and funding opportunities explained. imove used the occasion to present the brochure Developing Skills for Employability with German Partners 8 Success Stories from China. In June, the third imove Network China took place in Bonn, providing the roughly 40 participants with a platform for detailed discussion of the opportunities and current trends of German education projects in China. In addition to lectures on the German-Chinese Alliance for Vocational Education and Training, funding measures by the BMBF in the field of vocational education and training and experience reports by German education enterprises with a successfully established foothold in China, the conclusive discussion forum addressed in particular two aspects of education export to China: the successful search for partners in China, most promising when using existing networks, and the difficulties in obtaining visas for educational travel to Germany. Likewise in June, the German Embassy in Beijing and the Chamber of Commerce Abroad (AHK) in Shanghai organised a Dialogforum Berufliche Bildung (Dialogue Forum Vocational Education and Training). The dialogue forum aimed at the improvement and further development of vocational education and training in China. This series of events was continued with the German-Chinese Symposium: Dialogue amongst Vocational Education and Training Schools and Business in August 2012 in Chongqing. The conference was attended by more than 200 participants, including also many German training providers who are already active in China. In September 2012, the Steering Committee of the German-Chinese Alliance for Vocational Education and Training met in Berlin for its second meeting and to coordinate the vocational education and training cooperation between both countries in the coming year. The Vocational Education and Training Alliance enjoys a high degree of attention both on part of the German federal government and the People s Republic of China. Central topics at the Steering Committee s meeting were the development and expansion of joint cooperation centres and their performance requirements. A first milestone was achieved with the establishment of the first competence centre with focus on automotive mechatronics in the context of the Vocational Education and Training Symposium in Chongqing. The first Ningbo-Munich Education Cooperation Conference on October 19, 2012 in Munich likewise concentrated on education cooperation projects between Germany and China. imove presented successful examples of German-Chinese cooperation in the field of vocational education and training. The event s highlight was the solemn signing of several cooperation agreements between training providers from Ningbo and Germany.

22 Trade Missions, Fairs and Exhibitions, Conferences German-Chinese Vocational Education and Training Symposium The Chinese Ministry of Education and the German Federal Ministry of Education and Research (BMBF) hosted the German-Chinese Symposium: Dialogue amongst Vocational Education and Training Schools and Business for the exchange of experience, held on August 23 and 24, 2012 in Chongqing, China. On the German side, participants included representatives from the BMBF, imove, the Federal Institute for Vocational Education and Training (BIBB), the Greater China Chamber of Commerce and Industry Abroad, the Association of German Chambers of Commerce and Industry (DIHK), the German Association of Skilled Crafts (ZDH), the Central Agency for Continuing Education and Training in the Skilled Crafts (ZWH) and the German Society for International Cooperation (GIZ). Other attendees included German industrial companies and providers of vocational training and continuing education services. Numerous German providers are already successfully involved in providing vocational education and training in China. However, potential synergies often go untapped since the stakeholders are unaware of the projects going on in parallel. Therefore, since summer 2011, the German Embassy in Beijing has been dedicating itself increasingly to promoting the topic of vocational education and training. It intends to provide a platform for supporting German providers of education in their business activities in China. A model project of German-Chinese cooperation activity is the establishment of the Sino-German Automotive Qualification and Certification Center Chongqing (SGAQCC) at the Chongqing University of Technology (CQUT); its launch was celebrated during the conference with a symbolic ground breaking ceremony. The signing of a memorandum of understanding (MoU) between BMW Brilliance Automotive Ltd., the Shenyang Equipment Manufacturing Engineering School and the Shanghai Chamber of Commerce and Industry Abroad likewise testifies to the efforts undertaken to progress together in the area of vocational education and training. In a lecture, imove presented best practice examples of German-Chinese cooperation in the field of vocational training and continuing education and, with a stand in the foyer, it advertised Training Made in Germany. 20

23 21 Trade Mission to India An imove delegation visited New Delhi and Mumbai between September 4 and 7, Participants from the German vocational education and training sector gained valuable insights into the Indian vocational education and training market. The trade mission was organised on occasion of the 5th Global Skills Summit hosted by the Federation of Indian Chambers of Commerce and Industry (FICCI). Supported by the imove office in New Delhi, the German delegation first attended a briefing at the German House, meeting with representatives from the Chamber of Commerce Abroad, the German Embassy and imove. This was followed by a visit to a vocational education and training centre of Don Bosco Tech India. The FICCI s Global Skills Summit, held for the 5th time this year, firmly stressed the government s and industry s orientation towards enhancing quality in vocational education and training and harmonising with international standards. The first meeting of the German-Indian Forum for Vocational Education and Training took place on the eve of the summit. The forum is an initiative of FICCI s vocational education and training division, designed to create a platform for direct contacts between German and Indian partners. Here too, the Indian representatives stressed the need for a change of attitude on the Indian side. The high-profile discussion panel, led by the Senior Head of Department for Vocational Education and Training in the Indian Ministry of Labour, Sharda Prasad, was attended by many representatives from Indian education and training providers and companies. During the subsequent matchmaking event, they entered into intensive discussion with members of the imove delegation. During the two conference days, the imove exhibition stand provided a central meeting point, attracting many interested parties from India. WorldDidac India As in the previous years, imove was represented at the WorldDidac India 2012 trade fair in New Delhi between September 19 and 21, At the German Stand, imove provided information regarding vocational education and training made in Germany. The WorldDidac India is an annual international trade fair and conference for training material, vocational education and training and technology-based solutions for all levels and sectors of the Indian education industry. 94 exhibitors from 16 countries presented themselves on a total floor space of more than 5,000 square metres. Some 10,000 visitors from 23 countries attended the education trade fair during the three fair days.

24 Trade Missions, Fairs and Exhibitions, Conferences Workshop on German-Chilean Cooperation in the Field of Vocational Education and Training On October 2, 2012 in Santiago de Chile, imove hosted the workshop Experiences and Potential of German-Chilean Cooperation in the Field of Vocational Education and Training, welcoming some 75 protagonists in the field of education from Germany and Chile. The South America trip by the German Federal Minister of Education, Annette Schavan, with visits to Chile, Columbia and Brazil, provided the backdrop for this workshop; imove invited attendants in cooperation with the German-Chilean Chamber of Commerce Abroad and the BIBB and hosted the event in the wake of the 8th Vocational Education and Training Conference ENEDUC Educación & Empresa (Education and Enterprise) of the Chilean industry association SOFOFA. The Chilean side made plain its need for a much closer interconnection between practice and theory in vocational education and training, drawing on the example of the dual system in Germany. In the course of the discussion, it quickly became clear that the industry s demands on graduates of vocational education and training colleges in Chile are not being met. The Chileans expect the greatest demand for skilled workers to occur in the mining sector. Over the course of the next eight years, the state and the private sector intend to invest a total of approximately 67 billion U.S. Dollar in the mining sector. This creates a significant demand for more qualified personnel in this field, both as regards academics and scientists and the medium technical level. Over the next few years, enterprises will experience a shortage of thousands of qualified employees. Therefore, the conditions for the export of German vocational training and continuing education are excellent. Trade Mission to the United Arab Emirates Between November 17 and 22, 2012, seven education enterprises from Germany travelled to Abu Dhabi and Dubai to fathom the United Arab Emirates needs as regards vocational education and training and to establish business contacts. These initial business contacts for German education industry enterprises were realised by the German Emirati Joint Council for Industry & Commerce (AHK) in cooperation with MENA- Projektpartner e.v. and imove, supported by the German Federal Ministry of Economics and Technology (BMWi) and in the context of the BMWi market development programme. The German delegation visited enterprises in the aviation, automotive and shipbuilding sectors and their respective vocational education and training centres. Round table talks gave the participants the opportunity for industry-related exchange with the management of local enterprises. imove established the practical relevance of the German dual vocational education and training system as a means for improving the employability of young Emirati people. 22

25 23 Online Service Internet Portal as a Central Information Platform The imove portal for international visitors provides concentrated up-to-date and relevant information regarding vocational education and training in Germany in seven languages. The imove Provider Database and the interactive B2B marketplace promote international business partnerships and facilitate the exchange of experience.

26 Online Service imove s international portal provides information on the topic of Training Made in Germany for visitors from all across the globe in Arabic, Chinese, English, French, German, Russian and Spanish. The portal s main language is English. In the News section, imove regularly publishes news pertaining to the German vocational training and continuing education sector. Free downloads of foreign language publications and up-to-date practice reports introducing internationally active German training providers from within the imove network can be found under the heading Know-how. All activities of imove abroad as well as internationally-minded events within Germany are announced and extensively documented in the section Events. The provider database and the B2B marketplace can be accessed by clicking on the Service tab. The imove Provider Database contains up-to-date company profiles of German providers of vocational training and continuing education. It allows international visitors to select German training proposals in a targeted manner. By entering demand in the B2B marketplace, suitable German partners can be identified for meeting specific qualification needs abroad. imove moreover presents in this section a comprehensive collection of links to organisations and government institutions that are active in the fields of vocational education and training on the one hand and the broader industry on the other. In the Service section there is also a link for subscribing to imove s English language International Newsletter, published quarterly. 24

27 25 Online Content In 2012, imove further improved the usability of both its German and international portals: now is available also as a mobile version configured specifically for use on smartphones, tablet computers and other mobile devices, thus enabling access to the imove portals for users on the move. The mobile version offers the same content as the stationary computer version. 104 news items and four interviews with internationally active providers of vocational training and education from within the imove network provided continuous topical content for the portal, augmented by numerous event announcements. The B2B marketplace saw ten targeted requests from international institutions and companies looking for German partners to work together on specific vocational training projects. The imove International Newsletter was sent out quarterly to approximately 800 subscribers. As in the previous year, the rate of opened newsletters continues to be very high with 33 to just under 50 per cent. imove Provider Database At the end of 2012, 215 German education provision companies had presented their portfolio within the imove Provider Database. In 2012, twenty new profiles went online. imove has introduced two new features for the benefit of international parties seeking vocational education and training made in Germany by way of looking for German providers of education in the provider database. This includes a database search by country, which, in addition to search by provider, key words and industry sector, now allows also for country-specific filtering of providers. The other feature aims to facilitate making contact with suitable German providers: imove has integrated into the provider database an export function, which allows for the convenient PDF file export of selected enterprises. The new export function resembles a shopping basket and the collection of appropriate providers now proves to be significantly easier and more comfortable than before. Demanders now can save their individual overview of suitable German providers of education and thus spare themselves the trouble of continuous repetition of their time-consuming research.

28 Online Service MOST POPULAR DOWNLOADS Visitors and Pages About 68 per cent of visitors accessing the imove portals came from Germany, some 32 per cent were located abroad. Visitors covered a total range of 170 countries, with the greater part accessing from India, followed by China, the USA, Austria, Switzerland, Russia, the United Kingdom and Egypt. Yet de registered also access from smaller countries, such as the Republic of Fiji, Cuba and the Republic of Mauritius. FILE DEVELOPING SKILLS FOR EMPLOYABILITY WITH GERMAN PARTNERS 8 SUCCESS STORIES FROM ARAB COUNTRIES DEVELOPING SKILLS FOR EMPLOYABILITY WITH GERMAN PARTNERS 8 SUCCESS STORIES FROM INDIA imove-jahresbericht 2011 DEVELOPING SKILLS FOR EMPLOYABILITY WITH GERMAN PARTNERS 8 SUCCESS STORIES DEVELOPING SKILLS FOR EMPLOYABILITY WITH GERMAN PARTNERS 8 SUCCESS STORIES FROM CHINA DOWNLOADED 142 X In 2012, the international imove portal registered some 13,100 visitors. Each visitor accessed an average of 5.2 pages (2011: 4.19 pages per visitor). As in the previous year, German occupies first rank in the language charts, followed by English, Arabic, Spanish and Russian. Compared to the previous year, Spanish language access has increased by more than 1,000 page viewings and thus has for the first time overtaken Russia. It can be assumed that this is due to the increased activities of imove in Latin America. 84 X 71 X 64 X 34 X As in the previous year, the Service section containing also the provider database has been the most accessed section in almost all the languages. PAGES VISITED IN THE MOST USED LANGUAGES MOST POPULAR PAGES 26 LANGUAGE NUMBER OF PAGES GERMAN 31,447 ENGLISH 21,335 ARABIC 3,548 SPANISH 3,292 RUSSIAN 2,848 RANK PAGE LANGUAGE 1 SEARCH PROVIDERS GERMAN 2 SEARCH PROVIDERS ENGLISH 3 ALL PROVIDERS FROM A-Z GERMAN 4 EVENTS GERMAN 5 PUBLICATIONS GERMAN 6 EVENTS ENGLISH 7 ABOUT imove GERMAN 8 TEAM GERMAN 9 NEWS GERMAN 10 PROVIDER DATABASE GERMAN

29 27 Media and Public Relations A German Model Goes Global The international demand for German support in the further development of domestic vocational education and training systems continues to grow. In its media and public relations work, imove can build upon the good reputation Training Made in Germany enjoys worldwide.

30 Media and Public Relations Press Articles and Advertisements The German success story of vocational education and training on its way to dissemination all over the globe: this is a topic that equally occupied foreign and German media targeting international audiences. Topics to occur in particularly high frequency were provided by imove s activities in India and Russia, the export of vocational education and training to Latin America and the current developments throughout the Arab world. Most notably in economic yearbooks and special interest magazines, imove has published image advertisements designed to facilitate getting into contact with imove for potential cooperation partners abroad. This offer of information was directed in particular at interested parties in Russia and China, followed by the Arab countries, India and Turkey. imove Publications imove s foreign-language publications meet with sustained demand from international interested parties. They are widely disseminated especially in the context of trade fairs and information events abroad. The publication series Developing Skills for Employability with German Partners, successfully established by imove, has been further extended. Since 2012, these brochures providing examples of successful education cooperation projects are available also for China, Latin America and Russia. The compact offer of information provided by the flyers was extended to include also Spanish and Vietnamese translations. All publications can be downloaded from the internet portal; print copies can also be ordered online. 28

31 29 NUMBER OF COPIES DISTRIBUTED IN 2012 new! 220 ( CHINESE) 100 (ENGLISH) new! 220 (ENGLISH) 100 (ARABIC) 400 ( CHINESE) 170 (ENGLISH) 200 (RUSSIAN) 330 (ENGLISH) 150 (ARABIC)

32 Media and Public Relations new! new! 140 (ENGLISH) 180 (ENGLISH) new! new! 200 (SPANISH) 240 (RUSSIAN) new! 250 (ARABIC) 450 (ENGLISH) 115 (SPANISH ) new! 230 ( CHINESE) 300 (RUSSIAN) 500 (ENGLISH) 120 (SPANISH) new! 100 (VIETNAMESE) 850 (ENGLISH) 210 ( CHINESE) 490 (RUSSIAN) 240 (ARABIC) 30

33 31 Study Tours and Presentations (outside of trade fairs) for International Delegations in Germany imove reacts to the considerable international interest in advisory services regarding the German export of vocational education and training by inviting foreign delegations and by way of presentations, predominantly on the topics of opportunities for cooperation and the imove range of services. PRESENTATIONS (OUTSIDE OF TRADE FAIRS) DATE FEB. 14 FEB. 14 JULY 7 SEP. 19 OCT DEC. 21 TARGET MARKET/EVENT RECEPTION OF A RUSSIAN DELEGATION FROM ENCOTOURS AT THE imove STAND DURING THE DIDACTA TRADE FAIR RECEPTION OF A RUSSIAN DELEGATION OF REPRESENTATIVES FROM THE RUSSIAN STATE-OWNED EDUCATIONAL PUBLISHING COMPANY AT THE CORNELSEN PUBLISHING STAND DURING THE DIDACTA TRADE FAIR PARTICIPATION IN THE RECEPTION OF A DELEGATION OF VOCATIONAL TRAINING EXPERTS FROM ISRAEL AT THE GERMAN FEDERAL MINISTRY OF EDUCATION AND RESEARCH (BMBF) PARTICIPATION IN THE RECEPTION OF A DELEGATION FROM THE BRAZILIAN MINISTRY OF EDUCATION (MEC) AT THE BMBF RECEPTION OF A DELEGATION FROM TAMKEEN IN BAHRAIN INCLUDING VISITS TO PROVIDERS OF EDUCATION AND TO THE CENTRAL AGENCY FOR CONTINUING VOCATIONAL EDUCATION AND TRAINING IN THE SKILLED CRAFTS (ZWH) AND PARTICIPATION IN A ROUND TABLE DISCUSSION AT THE BIBB VISIT BY A RUSSIAN DELEGATION FROM THE MINISTRY OF EDUCATION MON AND THE RUSSIAN FEDERAL INSTITUTE OF EDUCATION DEVELOPMENT (FIRO) Inquiries In 2012, imove registered more than 200 enquires for information via internet, telephone, mail and from all across the globe. Those enquires reaching imove by electronic pathways came from a total of 30 different countries and numbered twice the amount registered in the previous year per cent of senders were based in Germany, followed by India and China. As regards content, the desire of foreign providers of continuing education to establish contacts in Germany occupied top rank with a good quarter of enquiries. This was followed by international contact enquires on part of German providers of continuing education; this form of enquiry has continuously increased compared to the previous years. Likewise frequent were expressions of interest in the imove service provision and enquiries from governmental and non-profit bodies from Germany regarding cooperation projects and knowledge exchange.

34 Media and Public Relations imove International Office in New Delhi Officially established in 2012, the imove Office India has been fully staffed since April. During the first nine months of its service provision and advisory activity, more than 200 press articles on the topic of vocational education and training have been published in India, giving proof to the high significance this topic enjoys in the public awareness in that country. Between April and December 2012, the office registered 281 enquires from representatives from the German and Indian industry, from Indian and German providers of education, from the Indian government as well as from the media and other German organisations. Inquiries regarding business cooperation were forwarded by imove to German education service providers via the imove B2B marketplace, the imove newsletter and by way of direct address. In 2012, the imove Office India has taken part in 25 external events and six trade fairs on the Indian subcontinent, advertising Training Made in Germany. In order to address the local target groups in as specific a manner as possible, imove has developed a version of the English language image flyer to contain picture material addressing the Indian market and, in addition, has published an image flyer in Hindi language. The demand for imove information material, in particular containing reference to India, was very high and the imove Office India distributed several thousand publications to interested parties. So far, some 25 vocational education and training projects between German providers and Indian interested parties have been initiated, facilitated or accompanied by support from imove. For a fifth of these, the individual contract value is known, totalling more than 1.2 million Euro. 32

35 33 Strategic Partnerships and Networks Bridges to the Whole World imove maintains contacts with government agencies, educational institutions, enterprises and other organisations in the education industry in many countries across the globe. The networking between stakeholders and experts serves the goal of facilitating access to international markets for German training providers.

36 Strategic Partnerships and Networks Network Partner Skilled Crafts imove and the German skilled crafts are linked by many years of cooperation, which is being further intensified in particular as regards the Chambers of Crafts (HWK) and the District Guilds (Kreishandwerkerschaften). By now, 36 individual chambers of crafts have entered their export profile into the imove Provider Database. Representatives from imove regularly take part in events hosted by the crafts; in 2012 this included, for example, the China Day of the German Crafts and the Education Conference of the Central Agency for Continuing Education and Training in the Skilled Crafts (ZWH). In turn, HWK experts present their expertise at imove workshops and seminars and contribute success stories for publishing in the imove publications. The crafts have a decisive share in achieving Germany s excellent position on the international competitive market. Almost every fourth German craft business is actively involved in providing vocational education and training for young people. Many enterprises provide also internships for pupils or socially disadvantaged young people as well as vocational retraining programmes. Nearly a third of all apprentices (402,000) work in the crafts. The guiding principle of the dual vocational education and training system is the combination of theoretical and practical learning: instead of dry runs removed from the reality of the working world, apprentices learn by being directly involved in the work process on the construction site, in the workshop, in the office or the laboratory. Apprentices are directly exposed to customers, business partners and suppliers, learn to work in a team and experience how business and work processes are run efficiently. There is a transparent link between the requirements of a given industry and the respective vocational training and continuing education programmes. The business providing vocational education and training likewise profits from the practice-oriented vocational training model. Apprentices can be quickly integrated into business operations and are introduced to acting independently. At the same time, in-company training is the best way for businesses to ensure at an early stage their supply of future competent skilled personnel. Practice-oriented vocational education and training not only helps young people to become integrated in the labour market. It is also the best foundation for self-employment. It substantially contributes to developing and stabilising the personality of young people and to increasing their individual performance capability. Across the nation, the crafts maintain close to 600 educational institutions, employing some 15,000 trainers. These are optimally equipped to actively participate in planning, organising and implementing craft-related vocational training and continuing education programmes in a dialogue with partnering organisations and local businesses. Partners for India In the context of the Year of Germany in India and under the motto Germany and India: Infinite Opportunities, imove promoted the German system of vocational education and training. Between April 2012 and January 2013, under the title of Urban Mela, trade fairs of ten days each were held in five cities: Mumbai, Bangalore, Chennai, New Delhi and Pune. imove was represented with an information stand in the pavilion of the German Federal Ministry of Education and Training (BMBF). 34

37 35 In 2012, as in the previous years, India was once more a central education market for imove activities. Therefore, imove again maintained a stand at the two largest Indian education trade fairs: the WorldDidac India and the 5th Global Skills Summit hosted by the Federation of Indian Chambers of Commerce and Industry (FICCI). FICCI and imove have been closely connected by way of a cooperation agreement since imove travelled to the summit accompanied by a delegation of German training providers. The first meeting of the German-Indian Forum for Vocational Education and Training took place on the eve of the summit. The forum is an initiative of FICCI s vocational education and training division, designed to create a platform for direct contacts between German and Indian partners. As a member of the German-Indian Working Group on Vocational Education and Training, imove participated in the group s 5th meeting in Udaipur in the North Indian state of Rajasthan. The Indian Labour Ministry headed a large delegation comprising representatives from the two trade associations FICCI and Confederation of Indian Industries (CII), from the semi-governmental National Skills Development Corporation (NSCD), likewise an immediate imove cooperation partner, and from other Indian Labour Ministry institutions. During the meeting it was decided that the Indian Labour Ministry will once again use imove to put to tender in Germany courses of instruction for trainers working at Indian vocational education institutions. In spring 2012, imove had for the first time realised such a tender. On October 13, Kornelia Haugg, Head of Department at the German Federal Ministry of Education and Research (BMBF), acted as host in the opening ceremony for the imove office in New Delhi. Amongst the appromimately 60 guests in attendance at the opening ceremony, imove welcomed Sharda Prasad, State Secretary at the Indian Labour Ministry, Cord Meier-Klodt, German Ambassador to India, and Guido Christ, Managing Director of the German Chamber of Commerce Abroad (AKH) office in New Delhi. The new imove office is in the immediate neighbourhood of the German House for Research and Innovation (DWIH), housing promoters of science such as the Deutsche Forschungsgemeinschaft (DFG, German Research Foundation) and the German Academic Exchange Service (DAAD). The world of industry is represented by the German-Indian Chamber of Commerce, amongst other institutions. The spectrum is completed by research institutions and representations of several German universities.

38 Strategic Partnerships and Networks Partners for the Arab World Over the course of the past years, many Arab countries have considerably invested in reforms for the improvement of their educational systems; this was significantly achieved by state-imposed education programmes. Yet the lack of vocational training and continuing education provisions continues to be one of the reasons for the high youth unemployment rate. The upheavals in the wake of the Arab Spring and the related fundamental social transformation processes in the Middle East have served to once more illustrate the need to provide new educational opportunities in particular for young people in the Arab countries. The many good experiences already gathered by German and Arab cooperation partners in working together offer best perspectives for German exporters of education to the Arab countries. By now in its fifth year, the Arab-German Education Forum is a firm component of bilateral cooperation in the field of vocational education and training. imove and the Ghorfa Arab-German Chamber of Commerce and Industry jointly campaign for maintaining the Education Forum as a central platform for new ideas for the further development, strengthening and intensification of educational cooperation projects. The event thus makes also an important contribution towards the multinational dialogue of cultures, characterised by respect and tolerance. The consolidation of already established basic partnerships and the opening-up of new educational visions are mutual goals. In addition to this, providers of education from within the imove network took part in a trade mission to the United Arab Emirates. These initial business contacts for German education industry enterprises were realised by the German Emirati Joint Council for Industry & Commerce (AHK) in cooperation with MENA-Projektpartner e.v. and imove in the context of the German Federal Ministry of Economics and Technology (BMWi) market development programme. Also, imove published country studies for Saudi Arabia and Egypt. In the context of the KUBRI Euro-Arab Career and Education Fair, imove presented its own range of services during the workshop Vocational Training in the Kingdom of Bahrain Opportunities for German Education Providers, which was organised by the Economic Development Board of Bahrain (EDB). With a lot of dynamism, the EDB supports foreign investors and enterprises in establishing business activities in Bahrain; the Kingdom of Bahrain welcomes in particular technical know-how from Germany. Mediated by the EDB, imove moreover organised and accompanied a trade mission for Tamkeen, a vocational education and training initiative in Bahrain. 36

39 37 Partners for Russia Vocational training was one of the four thematic pillars of the German-Russian Year of Training, Science and Innovation 2011/12. In this joint Science Year, imove published a brochure with examples of successful cooperation projects in the field of vocational education and training. They are proof of how rewarding it is to invest in the qualification of skilled personnel. Experts from the world of politics, science and business met for the German-Russian Vocational Training Conference entitled Modern Vocational Training: Challenges and Perspectives for Business and Society, hosted in Kaluga in Russia. On the German side were also representatives from German industry enterprises and vocational training and continuing education service providers from within the imove network. On the eve of the conference, the participants paid a visit to the Volkswagen Group Rus (VWGR) factory and to the College of Information Technologies and Administration in Kaluga, with which VWGR cooperates in training matters. The experts discussed possibilities of translating the German dual system of vocational education and training to conditions in Russia. The private sector s responsibility for vocational education and training was discussed in this context, as was also the state s responsibility for setting education standards and establishing a corresponding quality management system. The participants endorsed the establishment and further development of joint vocational education and training initiatives and expressed the intention of further increasing their bilateral efforts in putting vocational education and training on the government agenda.

40 Strategic Partnerships and Networks German Partners Worldwide The German Chambers of Commerce Abroad (AHKs) and likewise the German embassies and consulates are amongst imove s most important partners within the target markets. They regularly support imove in the organisation and realisation of events by providing information and contributions from their leading representatives. In particular in the compilation of imove market studies, the AHKs with their comprehensive expert knowledge make their mark as authors. The diplomatic representations from the target countries are important partners not only for imove itself. They support also the German providers of vocational training and continuing education by way of information events and networking. For instance, in 2012, the Indian Ambassador in Berlin once more focused with great commitment on the topic of vocational education and training and promoted it at many events in Germany. For many years now, the Didacta Association has been an important partner in taking part in education trade fairs both at home and abroad. In 2012, imove was able to use the association s support on an international level during the Worlddidac India and during a regional conference in Vietnam. Other important partners of imove include German universities. For example, in 2012, the University of Cologne, which maintains a Centre for Modern India Studies, organised the Indo-German Conference on Vocational Education and Training (IGC-VET), which was visited by several Indian partners and imove. Moreover, employees from the University of Cologne conducted the scientific assessment of a course of instruction for Indian trainers, for which imove had acted as broker. Together with imove, the German Confederation of Skilled Crafts (ZDH) with its various sub-organisations and in particular the Central Agency for Continuing Education and Training in the Skilled Crafts (ZWH) further promote in Germany the topic of vocational education and training export. Like the various crafts organisations, the Association of German Chambers of Industry and Commerce (DIHK) and the individual chambers of industry and commerce continuously intensify their communication regarding the topic of education export for their member businesses. imove takes part in corresponding events as an experienced discussion partner. 38

41 39 Germany Trade & Invest (GTAI) supports German small and medium-sized businesses on their way to accessing foreign markets by providing foreign trade information. This includes industry sector reports and information regarding invitations to tender worldwide. For instance, during the imove country seminar Vietnam, a GTAI expert lectured on current political and economic developments in that country. A new partner in the imove network is UNESCO-UNEVOC. The international centre supports the development of vocational education and training systems worldwide and promotes regional and international cooperation in this field. The centre was established in September 2000 in Bonn by way of a headquarters agreement between the UNESCO and the German federal government. During the conference International Forum on the role of the UNEVOC Network in transforming TVET for a sustainable future, which was hosted by UNESCO-UNEVOC in November 2012, imove maintained its own information stand for forum participants. Since 2003, imove is a member of ixpos, the foreign trade portal of the German Federal Ministry of Economics and Technology (BMWi). In its function as one of 15 partner organisations joining forces in Kooperation international, imove contributes to the further development of this communication platform, which was initiated by the Federal Ministry of Education and Research (BMBF).

42 Strategic Partnerships and Networks Government of India DLR COOPERATION IN BILATERAL WORKING GROUPS EVENT TITLE LOCATION DATE 6TH MEETING OF THE GERMAN-TURKISH WORKING GROUP ON VOCATIONAL TRAINING 2ND MEETING OF THE STEERING COMMITTEE OF THE GERMAN-CHINESE ALLIANCE FOR VOCATIONAL EDUCATION AND TRAINING 5TH MEETING OF THE GERMAN-INDIAN WORKING GROUP ON VOCATIONAL TRAINING BERLIN FEB BERLIN SEP UDAIPUR OCT

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44 imove at the Federal Institute for Vocational Education and Training (BIBB) Robert-Schuman-Platz Bonn Phone: +49 (0) Fax: +49 (0) [email protected] Internet: