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Konzeptionierung und Vermarktung einer HFU Winter School.

  • Participating in a Winter School offers to stay abroad for a short period of time while extending ones knowledge in an international environment. Introducing a Winter School by a higher-education-institution increases its international presence. Thus the concept of a Winter School serves the constantly growing demand of internationalization. In the present thesis it was examined whether and under which circumstances it is possible to realize a Winter School of the Hochschule Furtwangen University. Using the qualitative research approach, activities to be carried-out, necessary resources and possible risks were identified. Insights of service marketing formed an important basis. Besides, a desk study on competition provided additional findings. From this, the concept for an HFU Winter School was developed and implications for marketing were derived. It was found that it is possible to implement an HFU Winter School under certain circumstances. Competitive ability and the existence of a sufficiently high demand are fundamental aspects. Besides, compliance with the elaborated concept components, existence of sufficient staff as well as the implementation of a given course management are essential. Cooperation in the fields of organization, human resources, marketing and finance additionally has a positive effect on a realization.

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Author:Denice Koch
Advisor:Gerrit Horstmeier
Document Type:Bachelor Thesis
Year of Completion:2015
Year of first Publication:2015
Release Date:2015/11/26
Tag:Konzeptionierung; Vermarktung; Winter School
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing