Wittenborg Expands Global Footprint with Strategic Partnerships in China
Fortifying old relationships and cultivating new partnerships across four major cities and nine esteemed universities.
Earlier this month, a high-profile delegation from Wittenborg, comprising of President Peter Birdsall, CEO Maggie Feng, and Head of Executive Affairs Myra Qiu, embarked on a transformative journey through China, fortifying old relationships and cultivating new partnerships across four major cities and nine esteemed universities.
Two of the institutions visited, boasting a decade-long collaborative history with Wittenborg, were reminiscent of the longstanding international bonds the university cherishes. Meanwhile, the delegation was thrilled to engage with new partners, some of whom had already had a taste of Wittenborg’s innovative education during prior visits to the Apeldoorn campus, as well as new academic establishments keen to join hands for future endeavours.
Shanghai
The first leg of the trip saw Birdsall and Qiu in the bustling metropolis of Shanghai, where they engaged in strategic dialogues with representatives from Shanghai Business School and Shanghai Lixin University of Accounting and Finance – both long-term partners of Wittenborg. They also visited Shanghai Second Polytechnic University and the private institution, Shanghai Sanda University, laying down the groundwork for prospective collaborations. (Many thanks to Mrs Feng Ai, executive of Chinese HR recruitment giant BOSS Zhipin for helping arrange the partnerships in Shanghai)
Guangzhou
The journey continued to the southern city of Guangzhou, where Birdsall, in a moment of camaraderie and connection, shed his formal attire (his tie) to deliver an inspiring guest lecture to approximately 70 students at the Guangzhou Institute of Science and Technology. Sharing 35 years of entrepreneurial wisdom and insights into the ‘Experience Economy’, he captivated the audience, fostering a deep sense of inspiration and admiration.
Further visits to Guangdong Polytechnic Normal University and Guangdong University of Foreign Studies saw discussions on student progression into master’s programmes and transnational education plans. GUFS is actively in the process of pursuing AACSB accreditation, a prestigious status that Wittenborg is also striving to attain. This shared goal facilitated a seamless dialogue between the two institutions, centred around crucial academic and administrative themes crucial for accreditation, including Assurance of Learning (AoL) and the integration and promotion of Sustainable Development Goals (SDGs), as well as the alignment and articulation of each institution’s Mission, Vision, and Strategic Plan. The discourse established a strong foundation for mutual understanding and potential collaboration. This alignment in objectives and commitment to excellence underscores the dedication of both GUFS and Wittenborg to achieving global recognition and upholding the highest standards in higher education, and is aimed to lead to a fast development in the agreements between the two schools.
Beijing & Qingdao
The grand finale of the 10-day expedition unfolded in Beijing, where Birdsall and Feng met with representatives from the newly AACSB-accredited Beijing Foreign Studies University.
Simultaneously, in a concurrent stride of strategic outreach, Myra Qiu, Head of Executive Affairs at Wittenborg University, embarked on a significant visit to Qingdao Hengxing University of Science and Technology. This institution is situated in Qiu's hometown of Qingdao—a city steeped in a rich cultural heritage and celebrated worldwide for its distinctive contributions to various fields.
Qingdao, a coastal gem of China, is not just famous for its picturesque landscapes and historic landmarks but has also carved a niche for itself with its beer, a product that has become synonymous with the city’s identity. The Qingdao Beer, originally established by German settlers in the early 20th century, has transcended local boundaries to become a globally recognized brand, celebrated for its quality and taste. This has added a layer of international allure to the city, making it a focal point for cultural exchange and global engagement.
Qiu's visit to Qingdao Hengxing University of Science and Technology thus served multiple purposes. It was not only a journey back to her roots but also a strategic move to foster academic partnerships and explore collaborative opportunities. The visit facilitated a space for dialogue and exchange, allowing for a mutual sharing of knowledge, resources, and cultural insights.
The initiatives in this trip are particularly noteworthy as they align with Wittenborg’s broader mission to expand its global footprint and establish meaningful connections with academic institutions worldwide. By tapping into China’s unique blend of cultural richness and its growing status as a country for quality education and innovation, Wittenborg is paving the way for a future where education transcends borders, fostering a global community of learners, thinkers, and innovators.
Commitment to global engagement
In essence, Wittenborg’s visit to the 9 Chinese partner universities is a testament to Wittenborg’s commitment to global engagement, cultural exchange, and the pursuit of academic excellence. It highlights the university’s strategic approach to building international partnerships, rooted in mutual respect, shared values, and a common vision for the future of higher education.
The overarching mission of these burgeoning partnerships is to cultivate diverse and enriching educational experiences for students. Wittenborg is eagerly anticipating the mutual exchange of knowledge and culture, as their students embark on short study trips to China, and Chinese students explore the academic and cultural vibrancy of the Netherlands through summer schools and exchange semesters.
Numerous Chinese partners have expressed enthusiasm for the development of dual Master tracks, allowing their students to immerse themselves in Wittenborg’s master’s programmes in the Netherlands for a year before returning to China to complete their degrees. This innovative approach promises a plethora of benefits, solidifying Wittenborg’s reputation as a global educational beacon and further strengthening the academic bridges between the Netherlands and China.
WUP 28/10/2023
by James Wittenborg
©WUAS Press
