The Paper comprises of four major parts. In the first part (situation analysis) the current economic situation and general environmental determinants relevant for marketing Higher Education in Russia will be sketched mainly based on desk research. The second part (Russian education system and environment) focuses on the Russian HE system. The next part (Consumer Perspective) has a look at the future clients analysing consumer habits towards HE, financial spending on education etc. using survey data of THE PUBLIC OPINION FOUNDATION. The following part (Industry perspective) is assessing international mobility and the present marketing activities of the German Academic Exchange Service (DAAD) as one of the major catalysts of German HE marketing. Apart from desk research this part is using the above named survey among a target focus group in Moscow. Using the same survey in the part “other players”, the market position of German HE marketing will be analysed to compare the German market position with other HE systems targeting the Russian market.
Table of Contents
1. Introduction
1.1 General Background
1.2 Objective and methodology
1.3 Structure
2. Situation analysis
2.1 Geographic environment
2.2 Demographic development
2.3 Economic Development
2.4 Regional Development and Investment climate
2.5 Culture and Language
2.6 Summary – Key points
3. The Russian Education System
3.1 Educational background
3.2 Institutions of HE
3.3 Workforce in HE
3.4 Types of Study
3.5 Grades and diploma
3.6 State education expenditures
3.7 Private sector HE
3.8 Summary – Key points
4. Industry surrounding and limiting factors
4.1 Household spending on HE
4.2 Access to HE, tuition fees and grants
4.3 Most demanded Faculties by the labour market
4.4 Summary – Key points
5. Consumer perspective
5.1 Consumer incomes and spending
5.2 General Consumer Attitudes towards HE
5.3 Consumer attitudes towards Russian HE
5.4 Consumer attitudes towards spending on HE
5.5 Education preferences and consumer perceptions on professions
5.6 Consumer attitudes towards Germany and German HE
5.7 Summary – Key Points
6. Industry perspective – the German view
6.1 Student’s enrolment and mobility
6.2 Preferred destinations
6.3 Attitudes towards German HE
6.4 Summary – Key Points
7. Other players in the Market
8. Market access and barriers
9. Future perspectives
9.1 Future growth potential of HE in Russia
9.2 Future growth potential of HE-exchange with Russia and growth in mobility to Germany
9.3 Recommended response of German HEIs
Objectives and Scope of the Study
The primary objective of this work is to evaluate the market potential of Russia for German higher education institutions, analyzing both the demand for German educational services by Russian students and the possibilities for long-term cooperation or expansion within the Russian market.
- Analysis of the current socio-economic and educational landscape in Russia.
- Investigation of consumer habits, attitudes towards higher education, and willingness to pay.
- Assessment of international student mobility trends and the competitive position of German institutions.
- Identification of barriers, market opportunities, and strategic recommendations for German higher education providers.
Excerpt from the Book
2.5 Culture and Language
To describe Russian culture in comparison to German culture, Geert HOFSTEDE’s cultural dimensions are used in this chapter. While HOFSTEDE’s dimensions (cf. HOFSTEDE, HOFSTEDE 2005) are usually used to reflect on intercultural marketing, it will be used here and later on in this study also, to describe certain attitudes towards HE in general and German HE in particular. This is mainly done to point at certain incompatibilities of German and Russian HE-system reflecting different styles and values towards education in society and to assess market potential towards cultural differences.
Having a look at HOFSTEDE’s model (cf. Table II), one can recognise large differences in all four main dimensions of HOFSTEDE’s model with the biggest differences in Power distance. Power distance (PDI) is extremely high in Russia (93), while PDI in Germany is relatively low with 35. For this reason, according to HOFTSTEDE, students can be expected to rather have few desires and rather follow the middle way. Powers are easily accepted, which might be interpreted as lacking discussion culture by Germans. Further more in PDI+ cultures, children are expected to be obedient to their parents. The parent’s view on their children’s education plays an important role and is heavily influencing decisions on the children’s education. This does not only play an important role if it comes to the subject of study, but also, whether children are “allowed” to study abroad.
Summary of Chapters
1. Introduction: This chapter introduces the shift from traditional internationalization as development aid toward a market-oriented approach and outlines the research objective of identifying market potential for German higher education in Russia.
2. Situation analysis: This chapter provides a macroeconomic and demographic overview of Russia, highlighting significant urban-rural disparities, population decline, and cultural dimensions that influence educational behavior.
3. The Russian Education System: This chapter examines the structure of Russian higher education, noting the fragmentation of the market, the rise of private institutions, and the prevalence of evening classes and affiliated branches.
4. Industry surrounding and limiting factors: This chapter analyzes private expenditure on education, including shadow payments, tuition fee structures, and the impact of labor market demands on faculty choice.
5. Consumer perspective: This chapter focuses on the demand side, revealing that while Russian consumers perceive higher education as high-status, the reputation of the domestic system is declining, creating opportunities for international alternatives.
6. Industry perspective – the German view: This chapter assesses international mobility, noting that while Germany is a preferred destination, the German market position is threatened by increasing competition from English-speaking countries.
7. Other players in the Market: This chapter discusses the role of major international organizations and competitors like the British Council in promoting their respective national higher education systems in Russia.
8. Market access and barriers: This chapter reviews the legal and structural hurdles for entry, such as visa regulations and the current state of bilateral grade recognition between Russia and Germany.
9. Future perspectives: This chapter offers a strategic outlook, recommending that German institutions approach the Russian market with caution, focusing on long-term partnerships and niche, interdisciplinary programs rather than mass expansion.
Keywords
Russia, Higher Education, Germany, Market Potential, Student Mobility, Education Marketing, Demographic Change, Cultural Dimensions, Hofstede, Tuition Fees, Labor Market, Private Education, Consumer Attitudes, Internationalization, Academic Cooperation
Frequently Asked Questions
What is the core focus of this publication?
The work provides a comprehensive analysis of the Russian higher education market to determine the potential for German higher education institutions to recruit Russian students and export educational services.
What are the primary thematic areas covered?
The study covers the Russian economic situation, the structure and constraints of the Russian education system, consumer behavior regarding higher education, and the competitiveness of German institutions in this market.
What is the main research question or goal?
The main goal is to identify key factors influencing the future capacities of German higher education in Russia and to develop strategic recommendations for market entry and cooperation.
Which scientific methods were employed?
The research is based on desk research using governmental data, international organizational reports, and qualitative data from personal interviews, complemented by primary survey data collected at the Moscow education fair "Education and Career".
What does the main body of the text address?
It addresses the supply side of Russian higher education (institutions, funding), the demand side (consumer incomes, attitudes, preferences), and the competitive landscape of foreign education providers.
Which keywords best characterize this work?
The key themes are Russian higher education, market potential, German academic internationalization, student mobility, and consumer behavior within the context of cultural differences.
How does the Russian education system handle private funding?
The system is marked by a high degree of private and informal (shadow) funding, with many institutions functioning as publicly-owned but privately-financed entities, which complicates transparent market assessment.
What is the impact of cultural dimensions on educational choices in Russia?
According to the application of Hofstede's model, high power distance and collectivist tendencies in Russia mean that parental influence on educational choices is significant and that education is often viewed more as a matter of status than a purely career-driven decision.
- Quote paper
- MBA Stefan Schwan (Author), 2005, Marketing Higher Education in Russia, Munich, GRIN Verlag, https://www.grin.com/document/119246
