1 Annual Report 2012 TRAINING MADE IN GERMANY
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) 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
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.