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The Unleashed Vocational School. Best Practice In The Context Of Education Policy And The Demographic Shift in Germany

This presentation deals with the so-called "unleashed university", a well-known but also controversial concept in higher education in Germany. It is controversial because as some critics are concerned that academic freedom could be sacrificed at the cost of business considerations and economic rationality. The author will present the main points of this concept. Of course, one can argue that a vocational school is just a school (working in the secondary sector) and not an university (which is located in the academic landscape, the so-called tertiary sector). However, the author is convinced that, if one does unleash a vocational school, it ca n surpass itself. The author will break down the concept of "unleashed university" into an "unleashed vocational school". It is clearly more than just a metaphor. He will show that an unleashed vocational school can, much like an university, be scientific and distinguished, competitive and profitable, international and open-minded about new media. However, and in contrast to an university (and this is the big discrepancy), a vocational school virtually does not have to be autonomous or a stand-alone entity; it merely requires a worldwide network of strong partners to have success. Apt partners can be found in a professional organisation, selected stakeholders in institutions and business, alumni, media etc.). Furthermore, a vocational school has to be customer-oriented - but who are its customers anyway? And what is the added value to customers? Using the example of the Euro-Schulen Trier, a small and straightforward vocational school in the South West of Germany where Health Informa tion Managers are trained since 2000, the author will outline what measures were taken in the past to cultivate a competitive profile and why they had to be taken. He will deal with the role of communication and marketing. In addition, which future measures to be taken to make the institution sustainable whilst also making graduates employable will be treated. This is not less than a paradigm shift, associated with both the challenges of education policy and the demographic shift in Germany.

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The Unleashed Vocational School. Best Practice In The Context Of Education Policy And The Demographic Shift in Germany

  1. 1. Unleashed
  2. 2. The Unleashed Vocational School Best Practice in the Context of Education Policy and the Democraphic Shift in Germany Ulrich Wirth, Euro-Schulen Trier, Germany IFHRO 2010 – XVI Congress of International Federation of Health Records Organizations Milano, 16 novembre 2010
  3. 3. I‘m here today to talk about … <ul><li>Euro-Schulen Trier – The Advanced Vocational School for Health Information Professionals </li></ul><ul><li>Putting vision into practice – the concept of unleashed vocational school </li></ul><ul><li>Added value – and where it begins </li></ul><ul><li>No conclusion </li></ul>
  4. 4. Who we are.
  5. 5. In the heart of the Greater Region <ul><li>Advanced Vocational School for Health </li></ul><ul><li>Information Professionals </li></ul><ul><li>State-approved vocational education since </li></ul><ul><li>October 2000 </li></ul><ul><li>14 classes, 190 alumni so far </li></ul><ul><li>24 months incl. 2 x 3 months </li></ul><ul><li>of internship </li></ul><ul><li>Social Security Code-aided </li></ul><ul><li>vocational rehabilitation such </li></ul><ul><li>as for nurses </li></ul><ul><li>Each year since 2005 prize- </li></ul><ul><li>winner of DVMD Young Talents </li></ul><ul><li>Award (amongst 25 schools) </li></ul>
  6. 6. How we break down the concept.
  7. 7. The unleashed vocational school is … <ul><li>scientific and distinguished, </li></ul><ul><li>competitive and profitable, </li></ul><ul><li>international and </li></ul><ul><li>open-minded about new media – </li></ul><ul><li>but </li></ul><ul><li>does not have to be autonomous or a stand-alone entity </li></ul><ul><li>requires a worldwide network of strong partners </li></ul>
  8. 8. Hey, scientific, distinguished, and international – as a simple school working in the secondary sector?!
  9. 9. Hey, scientific, distinguished, and international – as a simple school working in the secondary sector?! Yes, we can!
  10. 10. Yep! Also for a simple school it‘s possible to be … <ul><li>scientific </li></ul><ul><ul><li>we publish </li></ul></ul><ul><ul><li>we let our apprentices participate in research </li></ul></ul><ul><ul><li>via projects & case studies </li></ul></ul><ul><li>distinguished </li></ul><ul><ul><li>we plough back profits </li></ul></ul><ul><ul><li>on-the-spot support everywhere in Germany </li></ul></ul><ul><ul><li>made-to-measure instead of ready-made </li></ul></ul><ul><li>international </li></ul><ul><ul><li>we enable mobility </li></ul></ul><ul><ul><li>cross-border activities in the Greater Region </li></ul></ul><ul><ul><li>on-the-spot support – if needs must also outside of Europe </li></ul></ul><ul><ul><li>we participate in international conferences and workshops </li></ul></ul>
  11. 11. Our customers benefit from a (worldwide) * network of strong partners! Professional organization Customer relationship management Alumni Research network Personal network * maybe after IFHRO 2010 :-)
  12. 12. Distinguished and international and networked: on-the-spot support in Gabon Scientific: many publications in different journals
  13. 13. Distinguished and international and networked: on-the-spot support in Gabon Scientific: many publications in different journals
  14. 14. Distinguished and international and networked: on-the-spot support in Gabon Scientific: many publications in different journals
  15. 15. Distinguished and international and networked: on-the-spot support in Gabon Scientific: many publications in different journals
  16. 16. Distinguished and international and networked: on-the-spot support in Gabon Scientific: many publications in different journals
  17. 17. Distinguished and international and networked: on-the-spot support in Gabon Scientific: many publications in different journals
  18. 18. Be different !
  19. 19. How we define added value.
  20. 20. Colourful and multifaceted – that’s the range we offer our customers: <ul><li>Handpicked pupils </li></ul><ul><li>Support </li></ul><ul><li>Participation in „vocational reality“ </li></ul><ul><li>Motivation </li></ul><ul><li>Additional courses </li></ul>… but this is just where added value begins!
  21. 21. Colourful and multifaceted – that’s the range we offer our customers: <ul><li>Handpicked pupils </li></ul><ul><li>Support </li></ul><ul><li>Participation in „vocational reality“ </li></ul><ul><li>Motivation </li></ul><ul><li>Additional courses </li></ul>… but this is just where added value begins!
  22. 22. Added value through … <ul><li>The good feeling of being perceived and treatet as a customer </li></ul><ul><li>Giving access to the personally best possible training </li></ul><ul><li>Develop and safeguard employability </li></ul><ul><li>Boosting one‘s own initiative and personal responsibility in their life‘s plan </li></ul>
  23. 23. Ignoring added value is far from being a petty offense!
  24. 24. My credo.
  25. 25. The sole economic vision is a tunnel vision!
  26. 26. Mr. CEO, tear down this wall!
  27. 27. La ringrazio per la vostra attenzione. <ul><li>Ulrich Wirth M.A. </li></ul><ul><li>Information specialist </li></ul><ul><li>Head of the Advanced School for Health Records Professionals </li></ul><ul><li>Euro-Schulen Trier </li></ul><ul><li>Höhere Berufsfachschule </li></ul><ul><li>für Medizinische Dokumentationsassistenten </li></ul><ul><li>Nagelstraße 10 </li></ul><ul><li>D-54290 Trier </li></ul><ul><li>Fon +49 (0) 651 9756116 </li></ul><ul><li>E-Mail [email_address] </li></ul><ul><li>Homepage www.euroschulen-trier.de </li></ul>
  28. 28. Image Credits <ul><li>Flickr: The Flying Dog, Franco Ferri Mala </li></ul><ul><li>René Goscinny, Albert Uderzo, Saarländische Staatskanzlei, Ulrich Wirth </li></ul><ul><li>8,9 Osvaldo Cavandoli, Ulrich Wirth </li></ul><ul><li>12-17 Bettina Leuchtenberg, Ulrich Wirth </li></ul><ul><li>18 Flickr: Don‘t Dare To Be Different, Sunny </li></ul><ul><li>23 Bettina Leuchtenberg </li></ul><ul><li>25 Ulrich Wirth </li></ul><ul><li>26 German Information Center </li></ul><ul><li>Linda Blatzek </li></ul><ul><li>30 magnetstudio.com </li></ul><ul><li>10, 11, 20 ??? </li></ul>
  29. 29. Oh, did I forget something?
  30. 30. Q: Do schools know what their customers want? A: They could, but it‘s much effort! Q: Do we know what they want? A: Yes, because we asked them …
  31. 31. What do customers want, then? <ul><li>Most of them want an academic upgrade! </li></ul><ul><li>Extra-occupational studies 48,9% </li></ul><ul><li>Certificate „Medical Documentation“ 23,4% </li></ul><ul><li>Information Specialist 8,5% </li></ul><ul><li>Betriebswirt IHK/HWK/VWA 4,3% </li></ul><ul><li>Other advanced training </li></ul><ul><li>Master of Clinical Research </li></ul><ul><li>Master of Regulatory Affairs </li></ul><ul><li>Biometrics </li></ul><ul><li>Study nurse </li></ul><ul><li>Medical management </li></ul><ul><li>IT-sector </li></ul>31,9% Source: Ulrich Wirth: Weiterbildungsbarometer Medizinische Dokumentation, 2007

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