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(Last updated: 13 Jul 2007)
Trends and opportunities
The market
Australia's reputation continues to grow in Germany, both as a tourist and study destination. The signing of the Working Holiday Makers (WHM) Agreement between Germany and Australia has resulted in a huge influx of young Germans to Australia. In its first year, approximately 4000 visas were issued to Germans between the ages of 18 and 30 (predominantly university students). The issuing rate has continued at approximately 600-800 per month.
While the WHMs are essentially coming to Australia to work and travel they can also enrol in any short course of up to three months, and market intelligence shows that many are choosing to stay on or return for further courses.
The average age of the approximate 140,000 Germans travelling annually for language courses is increasing. The average age of these travellers is 30 and two-thirds of them learn English. The interest from students above the age of 50 has also increased. Continuous training and 'life-long learning for all' programs have been created with more than A$500 million to ensure maximum benefit from current programs. This initiative reflects the government’s continuous commitment to young and old - now and throughout the average employee’s professional life.
The Hochschul-Rektorenkonferenz (HRK is the German equivalent of AVCC), together with the German Academic Exchange Service (DAAD) has begun a counter-offence against the Anglo-Saxon countries. They aim to double the 125,000 international students in Germany over the next decade. All German higher learning institutions are fully funded by the government. Students (foreigners included) only need to pay for their lodging and expenses.
Secondary education
Germany is emerging as a market of great potential for Australian secondary schools. There is a steady growing interest in Australia as a favourable alternative to the USA and UK. Those countries that performed well in the Programme for International Student Assessment study – Australia was consistently in the Top 5-7 worldwide – had a tradition of 'full-day' schools. Half-day schools, which send children home in the afternoon, are currently the most common in Germany.
The German Government plans to restructure its schools system, making every third school in the country a 'full-day' school. This reform could take up to seven years to convert all of the designated schools from half-day to 'full-day'. The government has committed four billion Euros over the next five years to improving and building more 'full-day' schools as part of the 'Education and Support for the Future' initiative.
Federal Education Minister Ms Edelgard Buhlmahn gave the go-ahead to the project in February 2003, saying that “only a joint initiative from Federal, State and Local governments, together with teachers, parents and students will ensure that Germany and its pupils return to the top of education worldwide within the next 10 years.'
German secondary education is divided into three streams based on the post-school intentions of the student:
- Hauptschule (main school) - is completed at Year 9 preparing students for a vocational school or apprenticeship.
- Realschule (intermediate school)- finishes at Year 10 and also leads to vocational schooling. It is more demanding academically than the Hauptschule with limited opportunities to move on to the Gymnasium.
- Gymnasium (grammar school) - leads to university study, with the majority completing their Abitur at Year 13 and going directly to university. As a rule, school students studying in Australia will be at Gymnasium level.
There is an extensive array of vocational and technical schools that are considered equivalent to secondary education depending on the discipline. These continue on from a Realschule or Hauptschule leaving certificate.
Technical and vocational education tends to be classified under secondary schooling because German Law imposes training requirements until the age of 18. A report on Vocational Educational Training (VET) in Germany revealed that while more young people are signing up for VET studies, places and programs in the former East Germany are still in short supply. In response to this shortfall, the government has implemented federally funded programs such as VET Program East to increase the number of places in the VET sector.
Tertiary education
The German higher education system has until now been proudly egalitarian, ensuring that none of its tertiary institutions are seen as elitist. For this reason, many German students study abroad for part of their degree in an effort to differentiate themselves from their peers in a fierce employment market. It is becoming standard practice for students to spend a part of their degree, and complete internships, abroad.
Students studying at a Fachhochschule are required to complete one out of three mandatory internships abroad – a good opportunity for Australian institutions looking to combine study and internship for German students. Declining numbers are forcing institutions to differentiate themselves in a bid to attract student numbers, which in turn attracts government funding.
The 320+ tertiary education providers throughout Germany can be divided into several main categories:
- Universitäten (universities)
- Fachhochschulen (universities of applied sciences)
- Pädagogische Hochschulen (teacher’s colleges)
- Kunst- and Musikhochschulen (fine arts and music schools)
- Gesamthochschulen (comprehensive universities)
Universitäten and Fachhochschulen dominate the tertiary sector and are the most significant potential partners for Australian institutions. Traditionally, first degrees at these institutions are completed with a Magister, Diplom or Staatsexamen, depending on the discipline. The German Government recently confirmed that all first-degrees could be completed without paying fees. The Doktorarbeit follows directly and is equivalent to a PhD. Many German universities and Fachhochschulen have begun implementing Bachelor and Masters Degrees for ease of conversion.
The proactive marketing campaigns being implemented to attract domestic and international students represent a first for Germany's state-run, tertiary system. There has also been a significant increase in international courses being taught in English at German institutions, with almost 500 full-degrees now conducted in English.
Technical education at a tertiary level is carried out through the Berufsakademie (BA) and to a minimal degree the Fachhochschule. The BA is a 'dual' system alternating between vocational training and practical work. The Abitur (awarded from a Gymnasium) is required for entrance into a BA.
There has been a significant increase in the number of private universities (many private business schools) in Germany, with nearly 20 of these fee-paying institutions.
Opportunities
Most German students come to Australia to study at Higher Education institutions. This is followed by school study, ELICOS study and finally vocational training.
Secondary school
Potential exists in the German market. Australian schools offer a cost effective alternative to the UK or the USA. The security and pastoral care Australian schools offer is also welcomed. The majority of the German students come to Australia for the equivalent of their Year 11 and then return home to complete the Abitur (Years 12 and 13).
Youngsters currently in primary schools will have the benefits of well-established and reputable links to institutions in Australia to which they can apply in 5-10 years. Whether through exchange programs or full-fee paying schemes, German high school students could take advantage of the opportunities an academic year in Australia has to offer.
Institutions at the secondary level need to focus not only on the academic excellence they can provide but also on a different type of experience overseas. Outdoor education, sports facilities and leadership training are attractive elements for a study experience in Australia.
Study abroad
Undergraduate studies across all disciplines will remain predominantly study abroad semesters or one-year stays, as tuition in Germany is free. Academic links between higher education institutions in Germany and memoranda of understanding are the first steps towards mutual recognition of skills. These could increase in strength over the next few years as states and institutions realise the benefits of shared knowledge, joint academic projects and international recognition of the faculty and student body. The German Federal Government recently confirmed that all first-degrees could be completed without paying fees.
Graduate programs
Postgraduate studies provide Australian institutions with the best prospects in Germany, particularly in areas in which Germany has expressed a concerted interest: information technology, international law, and international business and technology to name a few.
Vocational Educational Training Institutions (VET)
VET institutions should take advantage of the young travellers (aged 18-30) coming to Australia on the WHM visa. With this visa they are able to complete short courses of up to three months. Australian VET institutions are not only able to supply quality trade specific education and training but also excellent language and communication courses.
English Language Intensive Courses for Overseas Students (ELICOS)
Opportunities exist following the signing of the WHM visa agreement and with regard to work placements or cultural programs.
English language proficiency is expected of all job seekers in Germany.
Competitive environment
UK, Ireland and Malta remain the main competitors for short-term ELICOS courses due to their geographical proximity to Germany.
The USA and UK are strong competitors at secondary and higher education levels. Here Australia has a competitive pricing edge for full fee paying students, but the UK (ERASMUS) and USA (High School and University) have a larger number of exchange links and partnerships which are highly effective in raising the profile of both institutions and countries.
There has been a sharp increase in internal competition from Germany as demonstrated by the aggressive marketing by the German Academic Exchange Service and the growing number of degrees being taught in English. For this reason Australia needs to focus on the quality of the education as well as emphasising its English language strength.
While South East Asian countries present a new education challenge for Germans, Australian education providers will face increasing competition in their own 'backyard' with German offshore campuses. If the campuses prove successful, Australian universities with offshore campuses in the same area may have to review their strategies for attracting the top Asian students to their institutions. Instruction in English coupled with German language proficiency offers Asian students another facet to 'internationalising' their degrees.
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