Research Report

1. AKAD Hochschule für Berufstätige
Diplomstudiengang Bachelor of Arts in Business Administration
KALAIDOS UNIVERSITY OF
APPLIED SCIENCES
SWITZERLAND
Research Report
Module: 4.3 Marketing and Communication IV
English
Date: 20 August, 2008

2. Kalaidos University of Applied Sciences Switzerland Marketing and Communication / English
Contents
1. Introduction ............................................................................................................... 3
2. Kalaidos Fachhochschule ......................................................................................... 4
2.1. History ..........................................................................................................................4
2.2. Structure .......................................................................................................................4
2.2.1. Company Concept..................................................................................................4
2.2.2. Profile .....................................................................................................................5
2.2.3. Facts & Figures ......................................................................................................7
2.3 Future ...........................................................................................................................9
3. Conclusion .............................................................................................................. 10
List of Figures ................................................................................................................ 11
Bibliography................................................................................................................... 11
Affirmation ..................................................................................................................... 12
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3. Kalaidos University of Applied Sciences Switzerland Marketing and Communication / English
1. Introduction
In this research report the Kalaidos University of Applied Sciences Switzerland will be
introduced. First, it will be shown how the school was founded. For this reason the Kalaidos’
history may be explained and furthermore the foundation with its significant elements can be
presented.
Secondly, the structure of the company will be demonstrated. The company concept can be
explained. Furthermore the profile should be pointed out. The different departments will be
introduced and moreover the social structure may be shown. Besides some important facts and
figures will be depicted.
Last but not least, the opportunities and possibilities in the future must be discussed. It will be
shown, what threats may not be underestimated.
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4. Kalaidos University of Applied Sciences Switzerland Marketing and Communication / English
2. Kalaidos Fachhochschule
2.1. History
Until 2005 the Kalaidos University of Applied Sciences Switzerland was part of another
university and the company was controlled by them. For that reason the Kalaidos’ management
had the idea of an independent company.
To get the independence, the necessary documentation, such as degree programs, business
organisation and financial security had to be propounded to the federal council of Switzerland.
Furthermore a research department had to be incorporated. It had to be guaranteed, that at
least 500 students attend the bachelor courses.
In April 2005 the Kalaidos University of Applied Sciences has been approved by the federal
council of Switzerland. (Bivetti 2008)
2.2. Structure
2.2.1. Company Concept
The Kalaidos University of Applied Sciences Switzerland has the ambition to integrate science
and practice in research and apprenticeship. Consequently there are important principles, which
have to be followed, for instance working responsible, promoting equal opportunities and
gender equality. The school is challenged by economic and social changes and is ambitious to
be a part of this process. Therefore it is important to network and to be prepared to alterations.
Some of the main focuses, which Kalaidos University of Applied Sciences pursues, are for
instance teaching by working person, enlarging international study courses and supporting
employees. (www.kalaidos-fh.ch 2008)
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5. Kalaidos University of Applied Sciences Switzerland Marketing and Communication / English
2.2.2. Profile
The Kalaidos University of Applied Sciences Switzerland is part of the Kalaidos Education
Group Switzerland. It is the only University of Applied Science in Switzerland, which is operated
under private law and federally recognized and supervised. (Kalaidos, Annual report 2007)
fig. 1: Organisation of the Kalaidos University of Applied Sciences Switzerland (www.kalaidos-fh.ch 2008)
The management is subdivided in two parts: the strategic and the operational management.
The strategic management body of the Kalaidos University of Applied Sciences is the University
Council; the one of the operational management is the University Conference under the
chairmanship of the President of the University. (Kalaidos, Annual report 2007)
The Kalaidos University of Applied Sciences currently compromises PHW business school,
AKAD Hochschule für Berufstätige, W’EG school of health sciences, the foundation of Kalaidos
University and the self-contained institute Athemia. There are two departments: the department
of business, where PHW business school, AKAD Hochschule für Berufstätige and Athemia are
included, and the school of health sciences, which compromises W’EG. (www.kalaidos-fh.ch
2008)
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6. Kalaidos University of Applied Sciences Switzerland Marketing and Communication / English
A 50 years’ tradition is attending the department of business with its two schools AKAD
Hochschule für Berufstätige and PHW business school, therefore continuity and experience is
an important subject for the department. In spite of this tradition, the permanent changes of the
economy may not be disregarded. It is relevant to keep flexibility and to make any necessary
adjustments. The students of the AKAD Hochschule für Berufstätige study in a combination of
self-study and face-to-face lessons. The studies at the PHW business school are focussed on
courses in the classroom. Flexibility is in both schools guaranteed. (Kalaidos, Annual report
2007)
Courses in health sciences at university level are new in Switzerland. Since October 2006 the
study course Bachelor of Science in Nursing (BScN) is offered by W’EG. As well as all courses
at the Kalaidos University of Applied Sciences it is planned as a course undertake while in
employment. The W’EG School of Science has accepted a commercial partnership with the
Careum Foundation in Zurich. Courses in the areas Oncology Nursing and Palliative Care are
planned. (Kalaidos, Annual report 2007)
The tree schools of the Kalaidos University of Applied Sciences (AKAD Hochschule für
Berufstätige, PHW Business School and W’EG School of Health Sciences) are subdivided in
protectorates and institutes. The protectorates have the responsibility for the product, market
and academic profiling of the faculties and the University of Applied Sciences as a whole. There
are different institutes, for instance Institute for General Business Administration (IAB),
International Management Institute (IMI) and Swiss Institute for Tax Studies (SIST). First degree
and post-graduate (for professionals who already hold a first degree) courses are offered by the
Kalaidos University of Applied Sciences. Courses in Business administration, business
information technology and nursing are offered. (Kalaidos, Annual report 2007)
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7. Kalaidos University of Applied Sciences Switzerland Marketing and Communication / English
2.2.3. Facts & Figures
At the End of 2006 about 1300 students were studying at the Kalaidos University of Applied
Sciences Switzerland. The composition of the students consisted of 78 % men and 22 %
women. In the meantime the allotment of the women has increased. (Kalaidos, Annual report
2006)
Already in 2007 the women part raised to 23 %. The women and men part with its difference
between post-graduate and educational study courses is shown in figure 2. (Kalaidos, Annual
report 2007)
700
600
500
400
Men
300 Women
200
100
0
Executive MBA, MAS and EBP BBA, BIT and BScN
fig. 2: Women and men part (Kalaidos, Annual report 2007)
As shown in figure 3 the school leaving examination was made by 44 % of the BBA-students.
39 % visited a community college (24 % commercial, 15 % technical); furthermore the entrance
examination was completed by 15 % of the students. Finally 4 % of the BBA-students have a
foreign exam. (Kalaidos, Annual report 2006)
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8. Kalaidos University of Applied Sciences Switzerland Marketing and Communication / English
44%
24%
15% 15%
4%
school leaving commercial tecnical community entrance foreign exam
examination community college college examination
fig. 3: Apprenticeship of the BBA-students in department of business (Kalaidos, Annual report 2006)
The Kalaidos University of Applied Sciences with its practical study courses wants to have
professional tutors. It is the school’s business finding a perfect mixture between experts from
praxis, sciences and didactics. The increase of experts since federally recognition is shown in
the development of the composition of the tutors. In 2006 25 % of the tutors were experts; the
remaining 75 % are practitioners. The trend stands upwards for experts. (Kalaidos, Annual
report 2006)
In 2007 fundamentals for gender equality have been defined by the Kalaidos University of
Applied Sciences. Besides an as-is analysis has been prepared, so in the next few years the
school can work project-oriented on the issue of gender equality. (Kalaidos, Annual report 2007)
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9. Kalaidos University of Applied Sciences Switzerland Marketing and Communication / English
2.3 Future
In the future there are a few subjects the Kalaidos University of Applied Sciences might have to
deal with. These could be possibilities but also threats, that have to be considered. The future
cannot be accurately defined; therefore it is exceedingly difficult to give exact statements.
In autumn 2008 the consecutive master can be offered for the first time at universities of applied
sciences, although this course will also be proposed by the Kalaidos Company. The exact date
of the initiation cannot be said today, although the planning is in progress. (Bivetti 2008)
In 2009 more different departments are planned. One of the school’s destinations is having
more compartments as being specialised is an important subject to be successful in today’s
market. (Bivetti 2008)
The Kalaidos University of applied sciences is the first federally recognized and supervised
university of applied sciences consequently there are no subsidisation given by state. Public
Universities are supported so they have a financial advantage. But all Universities subsidised or
not, have the prescription of teaching at least 500 bachelor students; otherwise the Kalaidos will
lose the concession of an independent university. For that reason public universities have an
advantageous position on the market, while study courses are financed by Kalaidos itself.
(Bivetti 2008)
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10. Kalaidos University of Applied Sciences Switzerland Marketing and Communication / English
3. Conclusion
In conclusion it can be said, that the Kalaidos University of Applied Sciences Switzerland has a
good position on market. Its flexible study courses and the specialisations in the departments
are valued by the students. Also the professional tutors are an important subject for the
achievement of the school. I think nowadays it is important to link job and education; it might
help for a better career, if one has not just job- or education-experience. This will be even more
important in the future.
There might be some threats the school has to be aware of, but there are more eventualities in
the future. Education will be more than ever fundamental in our association.
To sum up, the Kalaidos University of Applied Sciences Switzerland has the possibility to
enlarge the school program with more specialist courses and to keep its market position.
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11. Kalaidos University of Applied Sciences Switzerland Marketing and Communication / English
List of Figures
fig. 1: Organisation of the Kalaidos University of Applied Sciences Switzerland .........................5
fig. 2: Women and men part .......................................................................................................7
fig. 3: Apprenticeship of the BBA-students in department of business........................................8
Bibliography
Bivetti, Erna. “Rector and Managing Director.” Interview. (July 2008).
Kalaidos. Annual report . Kalaidos University of Applied Sciences Switzerland , 2006.
Kalaidos. Annual report . Kalaidos University of Applied Sciences Switzerland, 2007.
www.kalaidos-fh.ch. August 2008.
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12. Kalaidos University of Applied Sciences Switzerland Marketing and Communication / English
Affirmation
Herewith I affirm that I have written this research report “Kalaidos University of Applied Sciences
Switzerland” autonomous and that I have only used the media and literature which are
mentioned.
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