Engaging the Japanese & South Korean education markets

Wittenborg family member and Student Registrar Florian Oosterberg recently got the chance to represent Wittenborg at ICEF’s (International Consultants for Education and Fairs) annual conferences in Tokyo, Japan and Seoul, South Korea. At the conferences, she was able to connect with key industry professionals within the Korean and Japanese higher education markets and touched base with other contacts from around the world. “I was there to represent Wittenborg University of Applied Sciences in order to make new connections with education consultants,” she explains. There was a “good, relaxed atmosphere, both among institutions as well as with education consultants,” recounts Oosterberg. “Both were equally nice,” she says of ICEF's Japan and Korean conferences.

ICEF is a global network that connects international education providers with student recruitment agents and facilitators from all over the world. The organisation hosts various events and workshops throughout the year, facilitating networking opportunities for professionals. The conferences provide a platform for education institutions to meet with education agents and counsellors and is designed to help international educators gain a better understanding of the local markets by establishing relationships within each given region. Recently, Wittenborg's Michael Sheppard attended ICEF in Mumbai, India, the world’s current largest source of international students, having recently surpassed China. It was the first ICEF to ever be held in South Asia.

At ICEF conferences, visitors get to attend seminars and workshops while networking with other industry professionals. The event, held each year in different locations around the world, is attended by a variety of education professionals, including language schools, universities, vocational schools, international education associations and, of course, business schools like Wittenborg.

Around 65 institutions were present at the Tokyo fair, with Wittenborg being the only Dutch school in attendance. “The majority were institutes from Australia, Canada and the USA, but there were also European institutes from Sweden and Austria, among others," Oosterberg notes. Meanwhile, the Seoul conference saw about 49 institutions, mostly from the same countries present in Tokyo. Similarly, there were no other Dutch schools aside from Wittenborg, likely due in part to the Dutch government's recommendation that public universities cease international recruitment efforts due to difficulties in securing housing for incoming students. As a private business school, Wittenborg is not subject to these constraints, and is able to successfully house all incoming students at its Dutch study locations.

Oosterberg also highlights that, “the Netherlands is an unfamiliar market for Japanese and Korean students, who traditionally go to Australia, Canada or the USA as a study destination. However,” she adds, “education consultants were pleasantly surprised by the smooth visa process and the fact that WUAS provides accommodation for the first period of studies. Additionally, they were quite interested in our new summer school programme which is launching this summer, 2023.”

WUP 20/03/2023 
by Olivia Nelson 
©WUAS Press

International Women’s Day 2023 saw Wittenborg CEO Maggie Feng and EU Project Manager Aydan Ismayilova invited to the huis of Provincie Gelderland for a celebratory breakfast. The event served as a platform to discuss the empowerment of women, as well as obstacles faced by women in the professional world. The breakfast also provided an opportunity for local women leaders, including Feng, to share their experiences and perspectives. Feng, who is also a member of the SER Topvrouwen organisation, along with other local women leaders, shared insights on gender equality in the workplace and overcoming obstacles for women in leadership roles.

Attendees held engaging talks on women in the professional world, ranging from tackling unconscious bias and unequal pay to a lack of representation in top positions. Strategies to overcome these challenges and promote gender equality were also offered, including mentorship, education and training, and creating supportive work environments. Speaking on the event, Feng emphasises the importance of empowering women and creating equal opportunities for all. She states, "We need to work together to break down the barriers that prevent women from reaching their full potential. By empowering women, we will create a more balanced and inclusive society for all."

International Women's Day is celebrated annually on 8 March and honours the social, economic, cultural and political achievements of women. The global holiday is also a call for action regarding women’s issues and gender equality. The day highlights the importance of challenging sexism, gender bias and inequality, calling on individuals and organisations to actively engage in strategies to reduce the challenges to success faced by women. Wittenborg thanks the organisers of the official breakfast for the invitation to such an important discussion. The school looks forward to continuing to positively impact local society, especially for both budding and established professional women.

WUP 17/03/2023
by Olivia Nelson
©WUAS Press

Wittenborg family gets bigger

Wittenborg University of Applied Sciences is adding two new members, Pauline Verheijen-Dop and Timothy Mescon, to its Academic Advisory Board. The board is a consultative body for the school, providing guidance on academic affairs, research, and teaching, ensuring that each programme is relevant and of top quality.

Pauline Verheijen-Dop, a seasoned legal expert, brings a wealth of expertise to the board. Working for over a decade in law and management, she is also a member of the SER Topvrouwen organisation along with Wittenborg CEO Maggie Feng. "Pauline has been part of the extended Wittenborg family for years through her father," explains Feng. "Jan-Albert Dop is still greatly missed and often mentioned at executive level. We are thrilled that we have Pauline now joining us to become an even closer member of the family, representing connections with large corporations as well as SER Topvrouwen. I am looking forward to working with her closely."  

Joining Pauline is Timothy Mescon, who brings an array of international experience to the role. Timothy has held various leadership positions in academia, including that of Executive Vice President and Chief Officer Europe, Middle East and Africa for the Association to Advance Collegiate Schools of Business. His experience in building global partnerships, ensuring academic quality and promoting the crucial importance of higher education will also be a great asset to the board. Recently, Mescon also became chair of Wittenborg’s International Academic Advisory Panel.  

Commenting on Mescon’s appointment, Wittenborg President Peter Birdsall enthuses, "We are thrilled to have Tim on the board. His expertise will no doubt be key as we continuously develop our academic programmes to prepare students for professional success." On 18 March, the Academic Advisory Board will convene at the Brinklaan campus in Apeldoorn for an annual meeting. The board will discuss a wide range of topics and will review the university's current academic programmes to assess their effectiveness and relevance while identifying areas for improvement and growth. 

WUP 15/03/2023
by Olivia Nelson
©WUAS Press

Vote during the first edition of Royal Light Festival

This year marks the first edition of the Royal Light Festival Apeldoorn. On15 to 19 March from 7pm, the city of Apeldoorn will be decorated with beautiful lights through the streets. The Royal Light Festival is a new free festival to promote art and the history of Apeldoorn. What makes the first edition extra special is that the start of the festival falls on the same day as the start of the Provincial and Water Board elections in the Netherlands. The Royal Light Festival provides a beautiful location to cast your vote: de Grote Kerk. 

The Provincial States elections are held every four years in the Netherlands to elect the members of the Provincial Councils, the legislative assemblies of the Dutch provinces. In the case of Apeldoorn, the council of the province of Gelderland will be elected. They make decisions on matters such as infrastructure, spatial planning and the environment. They also vote for the members of the Senate (de Eerste Kamer) who control the bills passed by parliament (de Tweede Kamer), so indirectly votes are also for the Senate. 

In the Water Board elections, members of the water boards, regional government bodies responsible for managing water resources, including managing dykes, canals and waterways, are elected. They must ensure that water in the Netherlands remains safe and manageable and play a crucial role in protecting the country from flooding. 

These elections take place on 15 March and votes can be cast at various locations around the city. One of these in Apeldoorn is in the Grote Kerk at Loolaan 16 where there will be a spectacular light show. The voting booth is at the end of the main hall, making it the perfect place to fulfil your democratic right. To vote in the water board elections, you only have to be a registered resident of the Netherlands; you will receive your "stempas" or voting pass in the mail. However, for the provincial elections you can only vote if you have Dutch citizenship and you’re over 18 years old. If you don't have citizenship, it's still a good idea to check out what the Dutch government system is like and what impact the elections will have on your immediate surroundings. Either way, you won't regret enjoying the light shows through the city of Apeldoorn.

WUP 14/03/2023
by Niels Otterman
©WUAS Press

Student and staff representatives discuss how Wittenborg can be improved for both students and staff

On 21 February, the Student and Staff Conference Day kicked off at Wittenborg's Spoorstraat location. This parallel discussion, led by two faculty representatives, had a wide range of topics on the table, from how to make Wittenborg's space more open for collective gatherings and conviviality to mental health. The aim of the conference day was back-to-back discussions with the student representatives on what could be better for both students and staff. 

During the morning, staff met to discuss the structure and working environment in the workplace. Topics ranged from choosing the next SDG theme to creating a more inviting environment for students and staff to meet within Wittenborg. The meeting was led by staff representative Dadi Chang. It was a hybrid meeting, meaning faculty and staff members abroad or at home and student representatives from Amsterdam could also participate in the discussion.

The Programme Committee meeting was the next on the agenda. Held separately for each of the course programmes, the bachelor’s (BBA) programme, the MBA programme and the MBM (MSc) programme, each meeting was led by 2 staff representatives and a few student representatives from the respective programmes. Set in a roundtable discussion, issues pertaining to the programmes such as the curriculum, the content, the horizontal and vertical cohesion of the programmes, the distribution of the study load as well as the knowledge or skills acquired were discussed. The outcomes of these discussions were then to be presented and further discussed during the Plenary Feedback session.

Open discussion on mental health

After lunch came the plenary feedback sessions, where the results of the student and staff representative meetings and programme committee meetings were presented and discussed by students, faculty and staff. The central theme of this interesting and inspiring session was Mental Health and Wellbeing. Students and staff talked about their struggles with mental health and shared their experiences with the Dutch health care system. Wittenborg helps students and staff with mental health problems in every possible way.

The day ended with a positive and joyful gathering with drinks, with student representatives and staff members concluding that it had an inspiring and fruitful day, with valuable feedback that WUAS can use to improve the institution.

WUP 10/03/2023
by Hanna Abdelwahab and Niels Otterman
©WUAS Press

CEO Marc van Buren's inspiring story of how he built his own successful company

When entrepreneur and CEO Marc van Buren decided to quit his well-paid job at the Ministry of Defence in 2004 to start building a miniature world called Miniworld in the centre of Rotterdam, it was a life-changing moment for him. After his mother died, three days after 9/11 in 2001, he decided he wanted to follow his dream and his passion. "One of her last words was that she said I shouldn't wait to follow my dreams, because it was already too late for her," says van Buren. "It was that moment when I started rethinking my life and wondering if I really wanted to work in Defence until my late 60s." It was the beginning of what would become the largest indoor miniature world in the Netherlands. WUAS interviewed Marc van Buren just after he finished his inspiring lecture to the Wittenborg students at the Spoorstraat building. 

Before van Buren decided to take the big step and start Miniworld, he took six months to decide what he really wanted. He left his former job as an electrical engineer at the Ministry of Defence because the work was becoming less, and less people oriented. "It became very technical to increase communication between the workforce, but I saw that the humanity was lost in the system." Six months after his mother's death, he suffered from burnout and, when he returned to the Ministry of Defence, it didn't feel the same to him. "I came back with a completely different perception and that this job no longer suited me," he says. "I could sit at my desk until retirement and earn a good amount of money for the rest of my life, but I couldn't take it anymore." He decided to focus on a more people-oriented job. He applied for many jobs that seemed interesting but was not hired by any of them. Meanwhile, he rediscovered his passion for building model trains. In his attic, he spent hours and hours creating his own world and this passion grew so great that he decided it could no longer remain just a hobby and Van Buren thought it could become something much bigger, like a business. A plan emerged.

A long and rocky road to success

The moment the idea of a large indoor miniature was born was when Van Buren noticed that a similar attraction had been built in Germany. "At first, I felt defeated because my new original plan no longer seemed so unique and original, but when I heard that something similar didn’t exist in the Netherlands, it inspired me to build a smaller version of Rotterdam myself," says Van Buren. "I looked for 5 or 6 other people to help me write my business plan and when that was ready, we realised we had a potentially working and sustainable idea for our own company." However, it took Van Buren a long time to make a final decision on whether to realise his big dream or not. "It is an extremely big and dangerous step to take. It was now or never, but I had to give up a well-paid job while my girlfriend at the time and I were dreaming of having children." He says, "I couldn't afford to let this go to waste."

Van Buren was determined to make this plan a success, but if you want to start your own business and make it big, you have to overcome setbacks, straighten your back and stand up again and again. Van Buren had a very difficult start while building Miniworld. Shortly after their official launch, the 2008 banking crisis spread around the world and would eventually affect the Netherlands as well. "We had to change our whole business plan. We had to reduce the number of employees we would hire for this period and we relied more on volunteers, of which we fortunately got plenty," he says. However, Van Buren never doubted Miniworld's success: "You always have to keep believing that you are working on something that will eventually become successful. Otherwise, your mindset changes irrevocably, and then things go wrong." According to Van Buren, overcoming setbacks is not only essential for your business to prosper, but also to gain the experience and confidence to face problems in the future. "My shareholders said at every setback that we have already been through so much that we can do this job," he says.

Hard work pays off

The result of years of hard work and 11 months of construction paid off on 30 March 2007 when Miniworld opened its doors. Currently, it is the largest indoor miniature world in the Netherlands with 85,000 visitors a year, although the numbers have dropped somewhat since a global pandemic and inflation made people stay home. "Our goal is to get those 85,000 visitors a year back," he says. Miniworld soon expects to welcome its millionth visitor since opening 15 years ago. Van Buren: "What really makes me love my job is when I am among people and they share memories seeing the models. Currently, I get interns and staff who used to go to Miniworld as children. My goal is to ensure that Miniworld becomes a place of memories for future generations and that they take their children to this place to talk about the first time in their lives they came to Miniworld."

Van Buren had one last piece of advice for Wittenborg students: "I could say that you should follow your dreams, but you should always remain realistic. Understand what you are doing and what opportunities are available within the field you want to work in." Van Buren adds, "For example, Miniworld operates in a niche market and we have been extremely lucky to get this far, but you have to work hard to take advantage of the one opportunity you get in your life."

WUP 08/03/2022
by Niels Otterman
©WUAS Press

Chairman of food bank Apeldoorn Johan Kruithof receives award for 'Apeldoorner of the Year'

Friend of the Wittenborg family Johan Kruithof and former council member is the proud chair of the food bank in Apeldoorn. When asked to fill this new position in 2020, he did not have to think twice and gladly accepted the role: "I said a resounding 'yes' when I was asked for this position because the work of the food bank is close to my heart," says Kruithof.

The food bank is hugely important in ensuring that everyone in Apeldoorn has enough to eat and supports the goal of eliminating hunger. To make this happen, 80 volunteers look after around 300 families, or as Kruithof says, "we have 900 mouths to fill", who would otherwise not have access to enough food. Moreover, they help reduce food waste. This cannot be achieved without the help of others: "Many residents of Apeldoorn, entrepreneurs and individuals, sympathise with the food bank and give large and small donations," Kruithof explains. "This legitimises the food bank's right to exist. We have no subsidy from the municipality. It is the local community that makes our work possible."

That Apeldoorn appreciates the food bank and Kruithof's work was evident when he was named the 2022 "Apeldoorner of the Year". This award is given to a person or organisation that has shown tremendous significance for the city and residents of Apeldoorn. The jury praised the food bank for always offering help and supplies to anyone in need. To underline their importance, the judges gave a donation to support the charity. This is not a regular procedure for the other winners. Kruithof is very happy with the recognition, but also has mixed feelings: "In a perfect world, the food bank should not exist, but the reality is that we are indispensable for many people."

Food banks have gained an increasingly important position within Dutch society. Especially after the Covid crisis and inflation, the number of people in the Netherlands depending on the food bank has grown rapidly. In 2020, it has increased by 7.2%, making a total of more than 160,000 Dutch people going to the local food bank every week. Kruithof also sees this worrying development: "We were always pretty stable at around 240 households calling on us. In a few months, there was a rapid growth to 300 households."

Securing the food bank's future

Johan Kruithof and WUAS go way back. He has been involved with Wittenborg for several years, first as an education councillor and in recent years as a member of the Advisory Board. "For me, Wittenborg is an important pillar in our city's educational offer," he says. "I enjoy watching Wittenborg's developments, currently an International Business Education at a very high level with a wonderful offering, a strongly growing number of students with a great international character and of immense importance for the city of Apeldoorn. It gives the city colour and liveliness."

In 2018, Wittenborg had the honour of welcoming him as a guest speaker at Wittenborg's Winter Graduation Ceremony. He stressed the importance of social activism and shared words of wisdom to the students to stay socially engaged. "So, as you leave here today, think about how you can make a difference in tackling some of the challenges we face. Whether in your community or in your family," he said at the ceremony.

Kruithof hopes to continue his important work for the food bank for many years to come. However, the food bank is in a precarious situation as they have to move because their building will be given another purpose. The contract expires in 2024 and Kruithof is busy looking for a new place for the food bank. He has asked the municipality for help: "We are now investigating the possibilities of a purchase with the municipality. But this is still in the early stages." The municipality has responded, and an appointment has been scheduled. Wittenborg recognises the importance of the food bank and hopes that Johan Kruithof and the municipality come to an agreement so that the charity can continue to help people in Apeldoorn.

WUP 03/03/2023
by Niels Otterman
©WUAS Press

European debate on foreign academic talent rages on

As Wittenborg's local competitors at public universities are faced with a proposed ban on international recruitment imposed by the Dutch government and an on-going debate on migration, one of the Netherlands' European neighbours is engaged in a similar squabble. Over in the United Kingdom, Education Secretary Gillian Keegan is currently battling a push by the Home Office to limit the number of international students. Keegan is of the opinion that the success of local universities on the international market should be a source of pride in the UK. She thinks the former EU member state should take in more international students, not fewer. Such a development is of interest to schools like Wittenborg, who formerly had a joint programme with Brighton University in the UK. This partnership was complicated by the UK's departure from the European Union in 2016, leaving the EU free-movement zone and making transactions significantly more challenging for international business. Keegan, among other figures in the British government, feels a reduction in foreign students would be a setback for the UK economy, which like the Netherlands is beset by labour shortages. She prefers to create more pathways for graduates to find jobs in struggling sectors.

Recently, the number of international students in the UK reached 680,000, surpassing the government's target of 600,000 by 2030. As UK Home Secretary Suella Braverman scrambles for ways to fulfil promises to cut migration figures, the recent boom in international students coming to the UK in an emerging, post-pandemic, global economy is an easy target for public scrutiny. However, as the British Office of National statistics cautions, these figures may be slightly inflated as students eagerly break free from pandemic-era travel restrictions. Further, due to the war in Ukraine, the country has faced a massive influx of those seeking refuge to the tune of tens of thousands. This may indicate that more time is needed to understand whether foreign enrolment in UK universities and net migration figures will continue to rise, or if they may eventually plateau in the coming years, even as more graduate-level students bring dependants like spouses or children.

Single cohort of students worth £25.9bn to economy

Last year, Braverman expressed an extravagant aim of reducing net migration figures down to “tens of thousands,” a figure also invoked by two former prime ministers, David Cameron and Theresa May. The inclusion of students in net migration figures was also heavily complained about by stakeholders under May's premiership. Member of the House of Lords Karan Bilimoria called plans to reduce student numbers, 'utter madness'. Lord Bilimoria, who formerly served as president of the Confederation of British Industry and is currently serving as Chancellor of the University of Birmingham, says he is 'very concerned’ regarding public developments. He stresses that reducing international students would be a setback for the country.

Despite often being considered a drain on public resources, Russell Group, a UK university lobby organisation, estimates that a single cohort of international students brings £25.9bn to the British economy, even when accounting for costs associated with students' dependants. This money does not just sit in universities' coffers; according to Russell Group, these benefits are felt throughout society. Russell Group highlights that, without foreign students, some master's-level programmes, especially in certain STEM areas, would be simply 'inviable'. In a recent report, Russell group found that at least 97.5% of students eventually left the UK on time, meaning this demographic is at a very low risk for overstaying their visas.

Students as soft power

The UK Education Secretary's active solidarity with international students and affirmation of their integrated role in the economy could serve as inspiration for local ministers, such as Dutch Minister of Education Robbert Dijkgraaf. Based on the response received last year by Wittenborg President Peter Birdsall to his letter to the Minister of Education, Dijkgraaf does have sympathy for international students and wants to draft a responsible, research-based policy on the exchange of foreign talent. However, he recognises the limitations on and ineffective distribution of resources, perhaps a result of structural planning failures on the part of his political predecessors. He is subject to heavy pressure by his colleagues to help reduce student numbers, and in his position, he has limited options in opposing their whims for what Wittenborg believes is an unnuanced policy, especially in light of countries like Denmark struggling economically following a cap on student numbers.

Birdsall's letter to Dijkgraaf mirrored Keegan's reported sentiment that the exchange of international students – as well as their treatment – has a significant political purpose, and that universities and students can serve as a source of soft power abroad. In Birdsall's letter, he cautioned, that cutting the number of international students 'sends the wrong signal' and is antithetical to the cultural values which have allowed the Netherlands to develop its current successful international reputation. It is notable that Braverman's statements on international students have been criticised by stakeholders in the education sector as damaging the international reputation of local institutions. The European Commission, which seeks to further internationalise European education, is also aware of the diplomatic opportunities in transnational education, highlighting that students who spend time studying abroad have a more positive view of the EU. This means that if the UK is reducing the pool of this diplomatic resource, which notably does not cost the economy money but adds money to the economy, they would be gifting their EU neighbours a competitive advantage in the realm of politics, business and economy. This would also make studying in mainland Europe more attractive, especially at private schools like Wittenborg which are not subject to recruitment bans faced by public universities, and whose incoming students are not affected by the Dutch housing crisis.

WUP 01/03/2023
by Olivia Nelson
©WUAS Press