Dora Plus Action 4

Dora Plus Action 4

Marketing of study and employment opportunities in Estonia.

The goal of this action is to market Estonia as a good country to study and work in.

Within the framework of these activities, various marketing campaigns on important foreign markets, Internet marketing and other activities related to the international presentation of higher education are organised, market analyses are carried out, both national and international cooperation networks are maintained to exchange best practice, a network of Estonian brand representatives is created and the availability of information on various services is improved. Additionally, events and exchange of information between employers and other parties are organised to improve the integration and employment opportunities of foreign students after completing their studies.

Activities aimed at foreign markets are grouped together under the ‘Study in Estonia’ trademark. Close cooperation is carried out with the Estonian Research Agency initiative ‘Research in Estonia’ and the overall marketing approach of Estonia (‘Welcome to Estonia’ and ‘Work in Estonia’) to support the formation of a coherent image of Estonia as a good place for studying and working. Cooperation between ‘Research in Estonia’ and ‘Study in Estonia’ promotes the integration of activities aimed at foreigners from higher education institutions and makes it possible to organise joint events and involve similar target groups.

The activities are implemented by the Archimedes Foundation in cooperation with its partners. ‘Study in Estonia’ joint activities are carried out by the Archimedes Foundation. Its partners introduce specific higher education institutions abroad and carry out any other marketing activities specific to a higher education institution. As a result, the capability of such institutions to include foreign students will improve, interest in studying and working and the number of foreign students in Estonia will rise, and the involvement of foreign students in the local labour market after completing their studies in higher education institutions will increase.

Although higher education institutions and the Archimedes Foundation have worked together for years to market studying opportunities abroad using the ‘Study in Estonia’ common platform of higher education institutions, the Archimedes Foundation and other cooperation partners, Estonia is still not well known internationally as a good country for studying and working. In the period from 2008-2015, activities related to the marketing of higher education were funded within the framework of doctoral studies and the internationalisation programme DoRa; during this period the number of foreign students in Estonia increased from 908 to 3476, or by 282%. In this period, the focus was mainly on marketing Estonia as a good place to study; topics related to the employment issues of foreign students were not touched upon.

 

In early 2015, the higher education international marketing strategy was approved by the higher education and research internationalisation council of Estonia – see http://archimedes. ee/infomaterjalid/strateegiad/. This strategy sets out the general framework for the marketing activities of higher education in Estonia on different target markets until 2020. Dora Plus Action 4 contributes to achieving the objectives of the strategy. Compared to the previous period, an important change is that besides marketing Estonia, the priority lies in the integration of foreign students into Estonian society, incl. sharing information with them and improving the availability of work and internship places. The activities will be carried out in the period from 1 December 2015 to 31 December 2020 with an operational budget of 2,410,795 euros.

Additional information:

Merili Reismann

Senior specialist, Higher Education Office

Telephone: +372 697 9230

Merili.reismann@archimedes.ee

Kaidi-Kerli Kärner

Senior specialist, Higher Education Office

Telephone: +372 697 9230

Kaidi.karner@archimedes.ee