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FIHE Curriculum framework 2010-2013

     Fontys Internationale Hogeschool Economie
      Fontys International School of Economics

           University of Applied Sciences
A common development process
   This brochure is a fully updated and revised version of the FIHE curriculum framework produced in the spring of 2006. The FIHE curriculum framework
   2010-2013 provides an outline description of the latest attitudes, educational aspects and structures and in that way once again contributes to the
   dynamic, permanently developing corporate identity of FIHE.

   This curriculum framework was compiled by the FIHE staff headed by Geert H.M. van Brakel.
   Editor-in-chief was Jos Schilleman.

© [2009] Fontys Internationale Hogeschool Economie, Venlo
All rights reserved. No part of this publication may be reproduced, stored in a retrieval
system or published in any form or by any means, electronic, mechanical, photocopying,
recording or otherwise, without prior written permission of the publisher: Fontys University
of Applied Sciences.

In as much as making copies from this publication is permitted on the basis of article 16b
and 17 of the 1912 Copyright Act, the relevant legal payment must be made to Stichting
Reprorecht, P.O. Box 882, 1180 AW Amstelveen, Netherlands. The publisher must be con-
tacted for permission to copy one or more parts of this publication in anthologies, readers or
other compiled works.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval
system, or transmitted, in any form or by any means, electronic, mechanical, photocopying,
recording or otherwise, without the prior written permission of the publisher.
Since 2005, Fontys University of Applied Sciences has been developing and deploying policy in order to generate innovative, competence-based and more
demand-based education. As part of that process, Fontys International School of Business Economics (Fontys Internationale Hogeschool Economie (FIHE))
has also further renewed its organisation and educational processes.
These innovations have led to clear didactic approaches, a clearer curriculum structure and a more radical shift towards the clients and partners:
•	a shift towards the students wishing to develop into professional, internationally-oriented bachelors and masters, through the establishment of mo-
    dern, competence-based and vocationally-oriented, flexible courses and education teams.
•	a shift towards the organisations with which FIHE operates in partnership on education, in combination with the development targets of those organi-
    sations themselves.

FIHE has now acquired several years’ intensive experience with innovative education and the organisational shift towards the market. In addition, the Execu-
tive Board of Fontys has adjusted its general educational policy in a number of areas.
The previous FIHE curriculum framework (Venlo, spring 2006) was therefore due for revision. In this brochure, the staff, students and all partners are given
an up-to-date insight into the state-of-the-art at FIHE for the period 2010 to 2013.

FIHE serves three primary functions: education, research and service provision. All specific quality results in these three areas are cyclically and systematically
evaluated and adjusted. The strategic spearheads of FIHE in the fields of internationalisation and innovative-sustainable business enterprise are further
operationalised within:
•	the Fontys International Campus Venlo;
•	the associate professorship Innovation management in an International Perspective
•	intensification and extension of partnerships above all in Eastern Europe, Asia and North and South America (see appendix 2). Above all the striving to
   attract more regular students (primaries) from these areas has been actively encouraged;
•	adjusted educational policy: above all testing and study career supervision have been more efficiently and effectively structured;
•	a learning route Food & Flower Management as part of the bachelor course in International Marketing.
•	the further development of English-language master programmes.
•	an alteration to the way in which the course managers are supervised by the management; in addition to their responsibility in the line, the managers
   now also bear theme-based responsibility right across the school.

This new curriculum framework demonstrates that FIHE has become a creative, learning, innovative, economic centre of excellence and a transfer point
for development and learning networks between students, educators, consultants, researchers and organisations. Together with students, international
businesses and institutions of higher education, FIHE is constantly working towards the sustainable development of people, society and economy. Students,
university lecturers, consultants and organisation staff can therefore join forces to exchange knowledge and to jointly generate new knowledge. As a con-
sequence, students, staff and external partners receive the necessary impulses to continue to grow in their professional and personal competences. After all,
learning above all takes place in collaboration with others, in constantly changing situations. In this process of learning, the focus is placed on the internati-
onal trends towards globalisation in the economy, whereby sustainability and ethical business practice and personal wellbeing are key core values. Questions
about meaning, value education and professional ethics are an integral part of the FIHE courses.

FIHE aims to offer its partners flexible, modern, tailor-made educational programmes, geared specifically to the diversity of demand for education, consul-
tancy and services. Alongside the value of the human scale and personal supervision, modern information and communication technology, in the form of
e-learning and e-coaching, occupy a key place in the courses.

An essential hub within this innovative strategy is the FIHE associate professorship Innovation management in an International Perspective, with its know-
ledge network. This knowledge network delivers an important quality boost to the three primary task areas of FIHE: training bachelors and masters, research
and service provision.

Venlo, autumn 2009

drs. Jo J. Grouls       managing director
dr. Thomas Merz         deputy managing director

FIHE Curriculum framework 2010-2013                                                                                                                                   3
1   Mission, vision and strategy		                                                                                            7
    1.1   The mission                                                                                                         8
    1.2   The vision of FIHE on its mission                                                                                   8
    1.3   Three primary processes                                                                                             8
    1.4   Strategic points of departure for the FIHE courses                                                                  9

2   Strategic considerations                                                                                                13
    2.1   Idealism in learning communities                                                                                  14
    2.2   Demographic developments                                                                                          14
    2.3   Fontys International Campus Venlo                                                                                 15
    2.4   Regional anchoring in a globalising environment                                                                   16
    2.5   Substantive characteristics of the bachelor and master courses at FIHE                                            18

3   Didactic principles bachelor courses                                                                                    19
    3.1   The dynamic between professional practice and economic theories                                                   20
    3.2   The learning cycle by Kolb                                                                                        20
    3.3   Relationship between course learning and internships                                                              20
    3.4   Characteristic professional situations for the bachelor                                                           21
    3.5   Competences and competence levels in the bachelor courses                                                         21
    3.6   The Bodies of Knowledge and Skills of the bachelor                                                                23
    3.7   Acquiring self-management capacities in study career management                                                   23
    3.8   The bachelor programme: a single coherent combination of three mastery levels in three course phases              23
    3.9   The didactic concept at FIHE: the five learning lines model                                                       25

4   The learning environment with intramural and extramural learning arrangements                                           27
    4.1   Learning arrangements                                                                                             28
    4.2   Internationalisation                                                                                              28
    4.3   Globalisation                                                                                                     28
    4.4   Intercultural-economic skills                                                                                     29
    4.5   The FIHE language policy                                                                                          29

5   Curriculum framework FIHE bachelor courses                                                                              31
    5.1    Largely common foundation course phase                                                                           32
    5.2    Bespoke education: intake with flexible programmes                                                               32
    5.3    The practical learning line: internship main phase and graduation project                                        33
    5.4    Part study abroad: the minor Study abroad                                                                        34

6   Test policy bachelor courses                                                                                            35
    6.1    To test is to learn, to learn is to test                                                                         36
    6.2    Competence-based tests as the starting point for education                                                       36
    6.3    The FIHE Testing Board                                                                                           37
    6.4    Quality assurance at bachelor level (Dublin descriptors)                                                         37
    6.5    External quality assurance                                                                                       37

7   Bachelor course International Business Economics (IBE)                                                                  39
    7.1   The professional profile of the bachelor IBE                                                                      40
    7.2   The field of work of the bachelor IBE                                                                             40
    7.3   Knowledge areas (Body of Knowledge and Skills) IBE                                                                40
    7.4   The professional core of the bachelor IBE                                                                         41
    7.5   Developments in the profession of the bachelor IBE                                                                42
    7.6   Blueprint curriculum bachelor IBE                                                                                 43
4                                                                                                                FIHE Curriculum framework 2010-2013
8        Bachelor course International Business & Management Studies (IBMS)                 45
         8.1   Professional profile of a bachelor IBMS                                      46
         8.2   General characteristics of the IBMS professional field                       46
         8.3   Professional profile or IBMS                                                 46
         8.4   The Body of Knowledge and Skills of the bachelor IBMS                        47
         8.5   Competences of the bachelor IBMS                                             48
         8.6   Blueprint curriculum bachelor IBMS                                           49

9        Bachelor course International Marketing (IM)                                       51
         9.1   The professional profile of the bachelor IM                                  52
         9.2   The professional core of the bachelor IM                                     52
         9.3   Blueprint curriculum bachelor IM                                             54
         9.4   Learning route within International Marketing: Food & Flower Management      55

10       The minor as a component of the bachelor programme                                 57
         10.1 Purpose of the minors                                                         58
         10.2 The contribution from FIHE to the range of minors at Fontys                   58

11       Study career management in the bachelor courses at FIHE                            61
         11.1 Study career management                                                       62
         11.2 Life Long Learning: working with a digital portfolio and learning contracts   63

12       Master and PhD programmes in collaboration with universities                       65
         12.1 Overview of FIHE master programmes                                            66
         12.2 Master of Science in Business and Management (MBM)                            67
         12.3 Master of Business Administration (MBA)                                       67
         12.4 Doctoral degree from the University of West Hungary                           68

13       FIHE associate professorship and knowledge network                                 69

14       The FIHE organisation                                                              71
         14.1 Fontys policy, FIHE policy and course policy                                  72
         14.2 The FIHE Management team                                                      72
         14.3 The organisation chart of FIHE                                                73

15       Quality policy FIHE                                                                75
         15.1 The FIHE definitions of quality and quality assurance                         76
         15.2 Quality policy Fontys                                                         76
         15.3 Quality policy FIHE                                                           76

16       The alumni network of FIHE                                                         79

Bibliography                                                                                83

Appendices		                                                                                87
1     Minors available within Fontys University of Applied Sciences                         88
2     FIHE Strategic International Partnerships                                             89
3     Dublin descriptors                                                                    90

In this document, he/him also refers to she/her.

FIHE Curriculum framework 2010-2013                                                              5
Work on yourself and your inspiration; invest sustainably in your relations and your relations will also supply you with sustainable inspiration!
    (Peter Senge and Otto Scharmer, MIT)

6                                                                                                                                FIHE Curriculum framework 2010-2013
1 Mission, vision and strategy
1.1 The mission

    Fontys Internationale Hogeschool Economie (FIHE) aims to delivery a positive contribution to healthy socio-economic relationships in an international
    society. Against that background – in dialogue with the general policy of Fontys University of Applied Sciences – FIHE trains high-quality and socially-
    responsible, internationally-oriented bachelors and masters, in economics.
    FIHE aims to achieve this in partnership with international organisations and institutions of higher education. In addition, FIHE aims to strengthen the
    quality of educational processes through service provision, consultancy and applied scientific research, thereby making a contribution to the develop-
    ment of its partners, in open communication.

From the Fontys International Campus Venlo, FIHE works proactively towards its mission, in collaboration with regional, national and international economic
partners. These partners are businesses and institutions for higher education. FIHE hopes to achieve this in the perspective of the professional and personal
development of students and staff in organisations.

        Key definitions in the FIHE mission
    •   international and regional education, service provision and research
    •   regional and international partnerships
    •   professional and personal development of individuals
    •   contributing to healthy socio-economic relations and a sustainable economy

1.2 The vision of FIHE on its mission

FIHE wishes to play a central role in the establishment and expansion of the Fontys International Campus Venlo, based on the international contacts and
economic expertise already acquired.
FIHE, after all, trains people to become internationally-oriented bachelors of economics in three international-economics courses: International Business Eco-
nomics, International Business and Management Studies and International Marketing (including a learning route Food and Flower Management).
In addition, in partnership with internationally-renowned institutes, FIHE trains students within an internationally-oriented master’s degree and/or PhD degree.
FIHE is thoroughly conscious of the breaking down of economic boundaries. With a view to ever increasing globalisation, FIHE places society and economics
in an international and intercultural context and is fully aware of the realisation that aspects such as corporate social responsibility and sustainable develop-
ment make a substantial contribution to the success of organisations.
As a training institute and business, FIHE supports a symbiosis of science and the field of work in order to ensure the successful integration of its social tasks
on the one hand, and economic interests on the other. In that way, FIHE is very much a University of Applied Sciences. Both a theoretical and research input
and an experience and practical input are essential in order to achieve optimum professional focus at bachelor and master level.

1.3 Three primary processes

FIHE focuses on three primary processes:
• education
• service provision and consultancy and
• economic-innovative research.

• Bachelor courses in:
  - International Business Economics (IBE);
  - International Business and Management Studies (IBMS);
  - International Marketing (IM);
  - An IM learning route: Food and Flower Management (FFM).
• Master courses in Business and Management and Business Administration.
• The possibility of obtaining a PhD degree in collaboration with the University of West Hungary.

8                                                                                                                                FIHE Curriculum framework 2010-2013
Service provision and consultancy
FIHE offers services and consultancy to international organisations and educational institutions whereby learning processes for all stakeholders – the organi-
sations, FIHE students and consultants – form the point of departure.

Economic-innovative research
FIHE undertakes economic-innovative research above all in an associate professorship with a knowledge network and project assignments based on service
provision, whereby students are involved, whenever effective and feasible.

1.4 Strategic points of departure for the FIHE courses

FIHE is a practically-oriented and professionally-based centre of excellence
In its courses of study, FIHE focuses heavily on professional practice whereby applied knowledge for competent professionals plays an essential role. Educa-
tion and learning take place in realistic, meaningful and social situations that tie in with the world of experience of the student.

FIHE is a University of Applied Economic Sciences
In applied sciences, in addition to the profession-based character of education, scientifically-tested theories are applied in economic practice.
FIHE places practically-oriented theories and research data, based on applied economic and social sciences, at the service of education, development,
research and consultancy.
On the one hand, FIHE aims to do justice to the professional-based and practically-oriented aspects, while on the other leaving space for applied scienti-
fic research, for education and service provision. It is against that background that FIHE has also established the associate professorships and knowledge
network within the university.

FIHE stands for student and competence-based learning and education
FIHE is an institution for higher professional education. The higher professional education level required for a bachelor or master of economics determines
the professional competence profiles. Professional competences always combine professionalism and personality, and consist of the required knowledge,
the required professional skills and the required professional attitudes.
At FIHE, the central point of focus is the individual human being, whereby personal conscience, freedom, creativity and social responsibility represent the
foundation stones on which each individual is able to generate content and direction for their professional life. As a result, FIHE does not aim to provide
conditioned education, but aims to teach the student to take his own responsibility.
Learning professional competences is in essence an individual process, whereby the courses of study take account of competences already present – for
example those acquired elsewhere, the personality of the student, the individual learning style, the view of the profession and the subjective work concept.
The students acquire these professional competences above all through cooperation and on a practical basis.
Learning takes place within so-called adaptive education, demand-based according to the student intake, and geared towards the perspective of the profes-
sional profile. Through cooperation, reflection and exchange in (simulated) professional practice, students assist and support one another in developing a
consciously-operated work concept.
The development of economic knowledge, as an important element of the competences, is of primary importance to every FIHE course; as a consequence,
each course of study has described the central knowledge that every bachelor economist must have at his fingertips, in its ‘Body of Knowledge and Skills’.
The student will learn to direct his (study) career as far as possible subject to his own responsibility. He documents his own development in a digital portfolio
and regularly lays down his learning objectives in a learning contract. In this way, he develops to become a good ‘reflective practitioner’ and in turn a pro-
fessional economist who continues to learn through proactive and retroactive reflection on all his actions.
In directing his own development, the student is supervised and coached on the road to ‘personal professional mastery’ by study career supervisors, subject
lecturers, practical trainers and assessors, both internal and external. As the course of studies advances, the level of supervision is gradually reduced, and
self-direction by the student increases.
A career-based course is not a standard course aimed purely at the ‘average’ student, but is rather a course of studies that responds to the personal ambiti-
ons and wishes of the student from the point of his career prospects.
Against that background, within their course of studies, students must be given sufficient freedom of choice to realise their personal development wishes.
The student-based approach is also essential for the future work environment; intrinsic motivation of employees is a great good!
The above principle clearly indicates that ‘student-based’ does not mean that random choices rule. Indeed, students are encouraged to (learn to) take their
own responsibility by facing challenges and erecting barriers that specifically stimulate the learning process.

FIHE Curriculum framework 2010-2013                                                                                                                             9
In all its activities, FIHE maintains an international and intercultural orientation
The courses at FIHE are internationally and interculturally oriented in terms of the content of their curriculum, and live up to the motto: ‘Think global, act
One essential requirement for an internationally-operating economist is multiculturalism and multilingual ability. As well as focusing attention on the mother
tongue (Dutch or German), there are language skill training programmes for English, German, Dutch and Spanish, and foreign languages have been incre-
asingly integrated in the curriculum during the course of studies, for example in the form of projects. Throughout these projects, students from different
nationalities cooperate. However, internationality does not stop with the command of the (meta) language of potential customers and partners. Against
that background, FIHE strongly focuses on the intercultural competences of its students. Students gain an insight into other cultures, know how to deal
with cultural differences and are aware of the strategic importance of intercultural competences.
FIHE maintains structural contacts with partner universities and organisations in the Netherlands and abroad, all of which favour its students, staff and
partners. FIHE also focuses attention on international political and academic cooperation.
The exchange of knowledge with the professional field and with internationally-operating fellow institutes guarantees the development of knowledge
within FIHE courses.

FIHE stands for corporate social responsibility and sustainable business practice
The terms economy and ethics have for many years seemed to be mutually exclusive. After all, economic activity is above all based on performance thinking
and profit making, while ethics are based on moral yardsticks. The current political, ecological, climatological and financial crises mean that the relationship
between these elements can no longer be denied. Value orientation such as a focus on justice, sustainability, honesty and the wellbeing of all people are
starting to occupy an ever more important place in economic awareness.
FIHE is convinced of the irrevocable economic interface between people, profit, planet and poverty.
The globalisation of the economic system with its open market does not automatically lead to a socially fairer distribution of income or ecologically-sound
economic development. Instead, these call for a greater understanding of mutual dependency and a social awareness for all fellow human beings, be they
entrepreneurs, workers, consumers or investors, in a healthy environment. Business ethics not only affects major multinationals but also the working moral
of employees, the environmentally-aware buying behaviour of consumers and the professional ethics of the entrepreneur and the economist. How does an
economist demonstrate ethically-sound behaviour in a specific business situation? How can he meet his client’s demands in a fair and service-based manner?
In response to these challenges, FIHE is increasingly integrating ethical and sustainability aspects in its courses of study, consultancy and research work, and
focuses attention on the issues of globalisation, questions relating to promoting the generative capacity of the environment and the role of business and
politics in promoting social justice (the question of rich versus poor), on our planet. In addition, the FIHE associate professorship Innovation management in
an International Perspective has developed an explicit learning arrangement on Sustainable Innovation for every bachelor course, and a learning arrange-
ment Business and Ethics.

     A best practice for corporate social responsibility and sustainable business practice
     Micro credit economy
     Against the background of its mission, for years, FIHE has been very positive in its attitude towards corporate social responsibility and banking. Micro
     credits are a form of finance that do justice to the basic function of banks as well as successfully promoting the economic opportunities for disadvan-
     taged individuals. FIHE feels closely bound to the content of the following summary of a text from Der Spiegel (2008):
     ‘Micro credits are a way of giving households with a low income the same rights and services open to all others’, was one comment from Kofi Annan,
     Secretary General of the UN. Converted into the relevant currency, the loans awarded amount to between 20 and 1500 dollars, and the willingness of
     the recipients to make the repayments is considerable: 98% of all micro credits are repaid, according to data from the United Nations. The structure
     of the financial aid is always the same: the term is relatively short between 6 and 36 months, the loans are always linked to a business idea, and to
     compensate for dropouts, group credits are often awarded. If a loan is not repaid, no new credit will be issued.
     At first glance, the interest charged by the institutes of on average 20% per year appears very high. However, this is put into perspective when
     compared with local loan sharks who sometimes charge the same interest percentage on a monthly basis. According to estimates by the organisation
     Consultative Group to Assist the Poor (CGAP), 80% of all businesses in developing countries only exist today because in the past they received a micro
     credit. Over the past 30 years, 500 million people have used this direct aid, for self-help.
     One of the pioneers in the field of micro credits is Muhammad Yunus. In the early nineteen seventies, this economics professor from Bangladesh asked
     a number of unemployed people from a village close to his workplace how much start-up capital they would need in order to fend for themselves.
     At the time, they almost all said they would need less than one dollar. In response, Yunus gave 30 dollars to more than 40 families from southern

10                                                                                                                              FIHE Curriculum framework 2010-2013
Bangladesh, and the success story of micro credit was born. In 1976, Yunus founded his own bank, and since that time has specialised in awarding
  micro credits. To date, his Grameen-Bank has loaned more than four billion dollars to almost 6 million people. The bank differs little from any ordinary
  bank, and has more than 2000 branches. Investments and donations from large American businesses to the Grameen foundation keep the credit cycle
  for people from the Third World alive.
  This same capital could soon be originating from European investors, because investment funds have now at last discovered the advantages of doing
  business with ‘small money’. “We intend to collect 1 billion euro for micro credit between now and 2010, in order to assist 10 million families to
  escape from poverty by their own efforts, and in an honourable way”, commented Manfred Kastner, head of the Vienna Portfolio Management AG
  (VPM), an Austrian asset management organisation specialising in Hedge and Absolute Return funds. The objective of Kastner’s management is:
  to manage the capital deposited by investors to selected micro financing institutes that have been assessed by international rating agencies. These
  institutions in turn support and monitor a large number of individual projects worldwide. The interest on the capital is between 6% and 10%, so that
  following deduction of costs, as well as having a good conscience, investors end up with a return of up to 5%
  Similar results apply for the products from the small investment funds that to date have become involved in micro business. In Germany, the GLS bank
  and in the Netherlands the Triodosbank and the ASN-Bank have been highly active in ecologically-aware micro financing, since the nineteen seventies.
  The recent micro credit fund of the Belgian company Dexia has not yet been admitted in Germany, and at present, only institutional investors can
  invest in the fund. The picture at Axa is the same. Although the company does have its own micro financing department, it invests very little. Manager
  Xavier Deschamps is only permitted to invest up to twenty percent of the portfolio of the Axa WF Development Debt interest fund in Third World
  credits. Nonetheless, the Axa manager is convinced of the success of development aid via the capital market. “This relatively new investment object is
  set to make a similar breakthrough as the sustainability funds.”

  FIHE***** is a five-star course
  • a practically-oriented and profession-based centre of excellence
  • a university of applied sciences
  • with student and competence-based courses of study
  • international and intercultural orientation
  • with a focus on sustainable development and corporate social responsibility

FIHE Curriculum framework 2010-2013                                                                                                                          11
12   FIHE Curriculum framework 2010-2013
2 Strategic considerations
2.1 Idealism in learning communities

In 2008, the Executive Board of Fontys University of Applied Sciences adopted the policy document Idealism in learning communities, a quality strategy. The
titles of the chapters in this document provide a clear and concise indication of the new strategy of Fontys:

• Boundaries disappearing through globalisation                             •    Uncertainty about new legislation
• Working from a European perspective                                       •    Education in discussion
• Changing economy and social context                                       •    Quality as a success factor
• Social ties under pressure                                                •    Investing in the development of employees
• Accountability and alienation in institutions                             •    Attention for study results
• Gradual demographic growth                                                •    Knowledge as an essential element of competences
•	Ties with senior general secondary education (havo)                      •    Personal education and value awareness
   and senior secondary vocational education

The Fontys school FIHE on the International Campus Venlo puts this policy into practice as follows:

FIHE holds periodic internal and external benchmarks
In the framework van quality monitoring, FIHE operates a quality assurance system that generates input for an integrated policy and as a result of which
information is available for internal Fontys audits and external accreditations.

FIHE delivers educational quality
FIHE delivers the quality aspect within the frameworks of the current quality assurance system. Every FIHE member of staff delivers quality within his day-to-
day activities. Quality on this small scale is the finishing touch!

FIHE matches its own development with regional and international developments in economy and education
FIHE maintains contacts with local and provincial government authorities, the Chamber of Trade in Limburg and the equivalent bodies in the German border
area in order to acquire the latest information on social and political developments in the region. As a result, FIHE is better able to match its own develop-
ments with developments in the region, and is able to fulfil the role of social relevance of education and applied research (Applied Economic Science).

Current and future situation
•	In September 2009, FIHE has 1700 bachelor and 54 master students. Because of the regional demographic situation of Venlo on the border with
   Germany, the number of German students is high.
•	In the spring of 2009, FIHE had 5% foreign non-German students. FIHE aims to raise this percentage to 10% by 2012. FIHE is also striving earnestly to
   increase the number of Dutch students.
•	By 2012, FIHE intends to grow in size to 2000 bachelor students.
•	Over the coming period, FIHE aims to recruit 50 master students per year.
•	Over the coming period, FIHE aims to have three PHD students complete their PHD in Venlo (each year).
•	In 2012, residential accommodation affiliated to the campus must be available.
•	Over the coming period, FIHE will be working on a sustainable and well-maintained network of at least 50 formalised partnerships with foreign
   universities and universities of applied sciences.
•	FIHE will over the coming period strive to establish a sustainable network with a number of regional and foreign businesses as strategic partners in
   training, research and service provision.

2.2 Demographic developments

The demographic developments in Germany indicate that the number of German students is certainly set to grow through to 2013, also because the regu-
lar period of education for school pupils in secondary education in due to be shortened by one year.
The attraction of studying in the Netherlands for German students, combined with the population density on the other side of the border, ensure a conti-

14                                                                                                                            FIHE Curriculum framework 2010-2013
nuous high influx of German students. Beyond 2013, FIHE will increasingly need to attract students from the international market.
FIHE is actively approaching the market in Eastern European countries, Asia and North and South America, and is increasing the number of exchange pro-
grammes. These activities tie in with the further development of the international character of FIHE.

2.3 Fontys International Campus Venlo

The Executive Board of Fontys University of Applied Sciences has identified the Fontys schools FIHE, Fontys School of Technology and Logistics (FHTenL) and
Fontys Primary Teacher Training College Limburg a the Venlo campus as the International Campus. This move has strongly underlined the positioning of
these schools as international universities of applied sciences. Fontys International Campus Venlo aims to develop into an international study and compe-
tence centre for Fontys University of Applied Sciences. This can only be achieved if the international attraction of the courses at Venlo is increased in every

Ambitions of the Fontys International Campus Venlo
This results in the following ambitions:
• to offer a broad and attractive range of courses of study in English, German and Dutch.
• intensive and targeted international marketing for the range of study programmes and courses;
•	achieving a truly international study, living and residential environment by attracting more regular (primaries) and exchange students in particular from
   the EEA*, and also non-EEA countries;
• using important strategic partners from renowned foreign partner universities in order to further develop the international reputation of the campus.
•	offering innovative and attractive programmes and learning environments that prepare students for professional practice by active participation in inter-
   national collaborative projects and networks;
• creating an attractive, study and living and residential environment at the International Campus by establishing infrastructure and accommodation.

* EEA= European Economic Area, Belgium, Bulgaria, Cyprus, Denmark, Germany, Estonia, Finland, France, Greece, Hungary, Ireland, Italy, Latvia Liechtenstein, Lithuania, Luxembourg, Malta,
 Norway, Austria, Poland, Portugal, Rumania, Slovenia, Slovakia, Spain, Czech Republic, United Kingdom, Iceland and Sweden.

Objectives of the Fontys International Campus Venlo
The main objectives of the Fontys International Campus Venlo are based on the increased internationalisation of study in Higher Education and the ambiti-
ons of FIHE. These objectives are:
• intensification of cooperation between teaching institutes at the campus Venlo;
• regional anchoring and balanced distribution of international partnerships across the key market centres in the world;
• further promotion of multicultural and intercultural education at and from the campus;
• contributing to the international, intercultural experience of participating students and staff members;
• strengthening the international and intercultural competences of students and the (international) expertise of the staff;
• further international profiling of the courses through intensive internationalisation of the programmes;
• further increasing the number of foreign students;
• intensifying partnerships with foreign universities, universities of applied sciences and businesses;
• creating the physical parameters (facilities) for optimum performance of Fontys International Campus Venlo.

At present (2009), the Fontys schools in Venlo offer ten bachelor and four master courses. Of these, five bachelor programmes are available in German. Two
bachelor and four master courses are provided in English. In addition, a number of English-language minors are on offer.
The following six courses are offered in English:
• Bachelor International Business and Management Studies;
• Bachelor Mechatronics;
• Master of Business Administration (MBA);
• Master of Science Business and Management;
• Master of Science International Logistics;
• Master of Science International Supply Chain Management.

FIHE Curriculum framework 2010-2013                                                                                                                                                           15
Growth perspective FIHE bachelor students
With the creation of the Fontys International Campus Venlo, the intention is to above all considerably increase the number of English-language courses. This
approach will make the range of courses at FIHE even more attractive to foreign students, for both exchange students from foreign partner universities and
for regular foreign students (primaries).

The ambitions and targets referred to above will result in growth in the number of bachelor students at the campus as reflected in the table below.
The potential of the Fontys International Campus Venlo is considerable, certainly viewed in the light of the initiatives currently being undertaken in Venlo
(Floriade, Greenpark, Cradle-to-Cradle [C2C], CIOS, etc.).

   Numbers of students Fontys International Campus in Venlo
   		                                                                                                                        2008        2010        2013
   Four-year bachelor course		                                                                                               2500        2700        2900
   Primaries (regular EEA and non-EEA students) 		                                                                              50        150         300
   Exchange students		                                                                                                          50        100         150

   Total Campus Venlo		                                                                                                      2600        2950        3350

Homies and Jacks
To a greater or lesser extent, individual students may be ‘ripe’ for internationalisation.
We therefore identify two different groups of students within the bachelor courses:
•	Homies (‘For the time being I continue to live at home but I do wish to gradually follow lectures in several languages or English, and perhaps spend part
   of my study period abroad.’)
•	Jacks (‘As quickly as possible I wish to attend all lectures in English and would like to follow a large proportion of my study programme at foreign univer-
   sities and complete my internships abroad.’)
FIHE will encourage the homies to study at a foreign institution for at least one semester, or to complete an internship or graduate in a business abroad.

                                                               mie                                  Jack
                                                                           International Campus
                                                        Bachelors                                           professorship
                                                        of Economics                                        Innovation
                                                        &                                                   Management
                                                        Masters               Research and Consulting
                                                        of Economics
                                                                            Regional anchoring

                                               The regional anchoring of FIHE in an international environment

2.4 Regional anchoring in a globalising environment

From a base of the International Campus, FIHE operates within regionally-anchored networks with Dutch and German businesses, institutions and schools
supplying students. In addition, FIHE collaborates with a large number of businesses and institutions all over the world.
The essential criteria for an international profile for the range of courses on offer are the number and quality of international study programmes.
At present, students can choose from Dutch, German and English-language FIHE courses. International Business & Management Studies (IBMS) is currently
offered entirely in English; the remaining courses are to an increasing extent provided in English.

16                                                                                                                             FIHE Curriculum framework 2010-2013
Based on the current range of internationally-oriented courses at FIHE and Fontys School of Technology and Logistics (FHTenL), the following new English-
language courses are gradually being developed and implemented:
• bachelor course International Business Economics (FIHE)
• bachelor course International Marketing (FIHE)
• bachelor course Food & Flower Management (FHTenL/FIHE)
• bachelor course Electrical Engineering / Mechatronics (FHTenL)
• bachelor course Logistics Management (FHTenL)
• and possibly other education sectors.
In this way, the Venlo location in just a few years time will in total be offering seven bachelor courses and four master courses in English. In addition, the
range of English-language minors is constantly being expanded.
All learning arrangements within each course are also increasingly focusing in terms of content on international orientation and corporate social responsi-
bility and ecologically-sound business practice.
In 2009, the International Summer School Venlo offered its first courses, in particular languages and culture. Finally, steps are being taken to bring together
the individual departments of the participating schools to establish a single campus-wide centre of expertise for service provision and relationship mainte-

The greatest challenge in developing the International Campus is to increase the number of foreign students (primaries) completing their studies in Venlo.
FIHE is implementing an international marketing concept and undertaking worldwide marketing activities in order to achieve this objective.
The accent in cooperation with foreign partner universities and universities of applied sciences is currently on the exchange of students. In total, there are
now more than 36 universities and universities of applied sciences in Europe, Asia and North and South America with whom exchange contracts have been
established. Increasingly, these contacts are in the form of campus-wide partnerships as with Plymouth University, the Universidad de Huelva, the Fach-
hochschule Bern and the Hong Kong Institute of Education. FIHE also maintains intensive partnerships with the University of West Hungary, the Lingnan
University Hong Kong and the Stout University of Wisconsin.

In the future, FIHE intends to establish intensified partnerships with a number of universities of applied sciences and universities that go beyond the traditi-
onal exchange of students. Within these partnerships, in each individual case, a determination will be made as to the extent to which mutual recognition of
certificates and/or dual certification are possible.

Since the summer of 2009, a Summer School at the Fontys International Campus Venlo has been offering language skills training in English, German,
Dutch, Spanish and Chinese for current and future students. Intercultural skills training are also included in the programme. The training courses last three
weeks. The programme will be expanded in the future to include Japanese and Russian.

Between 2010 and 2013, together with other campus schools within the interschool Project Fontys International Campus Venlo, FIHE will be working to
achieve the campus objectives described above.

Strategic partnerships of FIHE
In order to deliver actual form and content to the international dimension of FIHE and the
International Campus Venlo, FIHE has for a number of years operated the following criteria for
establishing and maintaining its strategic partnerships:
•	sufficient spread between the Venlo region, the immediate environment in the Netherlands
   and Germany, Europe, the US and the other (upcoming) markets;
• comparability of attainment targets for courses of study;
• agreement between study programmes;
• possibilities for student exchange;
• possibilities for staff exchange;
• image of the course;
• geographical factors;
• already existing contacts.                                                                                   The international environment of FIHE

FIHE Curriculum framework 2010-2013                                                                                                                             17
2.5 Substantive characteristics of the bachelor and master courses at FIHE

Below is an introduction to the three FIHE courses in key terms:

     Bachelor International Business Economics
     •   Cost calculation and cost distribution                             •   Application of budgeting methods
     •   Implementing quality assurance systems                             •   Development of management information systems
     •   Development of key figures (BSC)                                   •   Controlling and entrepreneurship
     •   Financing decisions                                                •   Optimisation of logistic processes
     •   Analyses of goods and money flows

     Bachelor International Business & Management Studies
     •   Marketing                                                          •   International Trading Relations
     •   Strategic Marketing and the Global Environment                     •   Managing People
     •   Finance                                                            •   Applied Management Projects
     •   Financial Markets                                                  •   Quantitative Methods
     •   Business Communications

     Bachelor International Marketing
     •   Marketing concepts                                                 •   Marketing controlling
     •   Sales / Sales planning                                             •   Strategic marketing planning
     •   Market research                                                    •   Customer Relationship Management
     •   Marketing communication planning                                   •   Deployment of marketing instruments
     •   Marketing analysis                                                 •   Institutional marketing (industrial goods, trade, service provision, non-profit)

     Master of Economics
     In collaboration with foreign institutions for university education, FIHE provides two master courses:
     1 Master of Business Administration                                     • General Economics
     2 Master of Science in Business and Management                          • Financial Management
     		                                                                      • Marketing Management
     		                                                                      • Human Resource Management
     		                                                                      • Strategic Management
     		                                                                      • Business Law
     		                                                                      • Soft Skills & Leadership Qualities
     		                                                                      • Research Methodology
     		                                                                      • Management Decision Making

                                                         Wealth does not create excellence,
                                                         but excellence does create wealth
                                       as well as other public and private blessings for mankind.

18                                                                                                                                   FIHE Curriculum framework 2010-2013
3	Didactic principles
   bachelor courses
3.1 The dynamic between professional practice and economic theories

FIHE aims to achieve solid, dynamic synergy between current economic practice and the various economic ideas and theories:

     Economic theories                                                         Economic practice

     Economic, social, political, legal, ethical and ecological definitions, Daily economic practice at micro, meso and macro level; economic
     concepts, models, relationships, opinions                               instruments, processes, hypotheses, problems and new forms of business.
     Research data, methods and research techniques	Practical theories, insights, intuitions, inspirations and feeling, learning by

3.2 The learning cycle by Kolb

The learning cycle by Kolb brings together the four most important steps or components in effective and efficient learning. Learning and education can be
focused on each of the four components: sometimes learning starts through direct experience with a work problem or case study, while on other occasions,
learning starts with a theoretical discussion that generates inspiration or calls for applied research.
Nonetheless, the learner must always pass through the entire cycle in order to achieve the best possible learning effect:
• observation and feeling for economic practice;
• knowledge of economic definitions, theories, models and procedures;
• diagnosis, analysis and interpretation of economic phenomena and theories;
• planning economic processes;
• acting and managing on the basis of meta cognitions;
• evaluation, alteration and adjustment.

                                                                practical experience

                                 Constructing products                                             Look back,
                                     for practice                                             reflect and structure

                                                               Knowledge and skills

                                        The cycle by Kolb with four didactic components for learning and supervision

3.3 Relationship between course learning and internships

As already mentioned, studying at FIHE is characterised by considerable interaction between practice and theory, between experience and reflection. This is
expressed in the didactic learning lines model (see 3.9).
In the initial phases of the courses of study, business contacts and a business internship are provided for (main phase internship). The character of these
internships is that of an introduction, focused on learning through experience. The student concludes his course of studies with a graduation project also
undertaken within a business.

20                                                                                                                          FIHE Curriculum framework 2010-2013
Knowledge circulation
Collaboration with the work field takes place in various areas, whereby the objective of ‘knowledge circulation’ is of key importance. On the one hand this
means that knowledge acquired at the university of applied sciences is then put into practice. This offers added value for both the external partners and
for the university itself. On the other hand, organisations often have specialist and detailed knowledge which in turn can be of elementary importance for
education at the university of applied sciences. This knowledge circulation takes place in three areas:
•	During their course of studies, students are required to complete an internship and a graduation project within an organisation. At this time, the compe-
   tences acquired at the university of applied sciences are employed and broadened.
•	Via these internships and graduation projects, strategic collaboration with organisations is often established. This in turn often leads to the establishment
   of a network of organisations. The purpose of these networks is to encourage the exchange of knowledge and skills. This further ties in with the philo-
   sophy of Fontys on the learning community.
•	FIHE discusses all developments within its courses of studies with representatives from the work field. Managers from various economic sectors hold posts
   on the Advisory Board and the Board of External Assessors. These bodies continuously assess whether the drawn up job and competence profiles are still
   up to date. As a consequence, the profiles are adapted to the latest developments in professional practice. This means that FIHE also regularly adapts the
   curricula of its courses of study.

3.4 Characteristic professional situations for the bachelor

Every FIHE course makes use of a large number of professional situations characteristic of a specific profession.
Characteristic professional situations describe the key activities of the professional bachelor of economics in a given professional situation, and identify the
intended result of the actions of the economist in that situation.

  Characteristic professional situation
  A characteristic professional situation is a real-life situation in the professional field which an economist must be able to deal with in a professional
  manner, and in which he must be able to solve problems. Various competences are employed in characteristic professional situations.
  Characteristic professional situations determine the programme and assessment. It is they that make the course of studies practically oriented.

As soon as a characteristic professional situation is used for assessment, it is described as a professional situation. Every critical professional situation is sup-
plied with measurable performance indicators relating to the competence level at which the examination takes place, in order to validate and ensure the
reliability of the examination process.

3.5 Competences and competence levels in the bachelor courses

The dynamism and complexity of the professional environment in which constant change and increased complexity seem to be the only constants, demand
the development of knowledge, skills, attitudes and personal characteristics which make it possible to continue to operate in that professional environment.
Knowledge, skills, attitudes and personal characteristics are summarised by the term competence. A competence is therefore the ability to demonstrate
adequate professional behaviour in authentic professional situations.

From the characteristic professional situations, competences are derived which in turn are recorded in a competence matrix. The Higher Economic Education
sector has in fact specified 70% of these competences via national agreements. Within these agreements, knowledge requirements (the so-called Bodies of
Knowledge and Skills) have also been determined. The courses at FIHE comply with these national agreements. The 30% ‘free space’ is utilised by FIHE to
give form to the international character of the courses of study and FIHE-specific competences such as ethics and sustainability.
A competence matrix describes the competences on which students must work during their course of studies. Alongside this description, a competence
matrix also indicates by means of performance indicators the level at which the student must master the competence in a given phase of the studies. A
competence matrix therefore describes what knowledge, skills, attitudes and personal characteristics a student must offer in order to be able to respond
adequately in a characteristic professional situation.

A (trainee) economist is competent if he is capable, on the basis of his own knowledge, skills, attitudes and personal characteristics, to make choices from
his repertoire of skills, as a consequence of which, in a given (simulated) professional situation he is able to act effectively and competently, and is able in a
suitable manner to tackle problems from or in professional practice. This capacity becomes visible by observing the choices made, the way in which those

FIHE Curriculum framework 2010-2013                                                                                                                                 21
choices are accounted for and the reflection on the choices.
For the development of competences, an important precondition is acting with responsibility, and carrying out complex activities in an authentic learning
environment. For the development of competences, however, it is equally important to offer and to allow the trainee economist the opportunity to acquire
insight into the way in which his practical experiences can be linked to theoretical knowledge, and what that could mean for the development of his profes-
sional working methods. In this way, via change and improvement actions, he can continue to work on his own development.

     On the one hand, a competence is the capacity to act in an adequate, professional manner in authentic professional situations. On the other hand, a
     competence consists of underlying factors that make a crucial and decisive contribution to successful performance: integration of knowledge, skills,
     attitudes and personal characteristics.

                                              Iceberg model, with explanation of relationship between test forms

Personality and professionalism are irrevocably intertwined
FIHE has specifically not opted for an instrument-based approach to competence-based education. It is not                         Professional
merely a question of knowledge and skills, no matter how important they may be. It is also and above all a
question of powerful, inspirational, self-responsible and empathy-enriched, inspired and competent personali-
ties. The so-called iceberg model, in combination with the ‘onion model’ by Fred Korthagen (2004) provides a
visual impression of the term competence. Within a professional environment, various factors combine, such
as behaviour, skills, convictions, identity, involvement and motivation of the specific person are in operation.                   convictions

In other words, FIHE wishes to maintain a broader view of the definition of competences.                                             identity
This means that the FIHE culture is a learning culture within learning communities, in which a personal ap-
proach is vital. The staff at FIHE are particularly aware of their role model function, and operate according to
the principle ‘Practise what you preach’.
As demonstrated by Korthagen’s onion model above, the vision at FIHE is clearly personally oriented.
The student is approached and supervised as a developing, individual personality.

3.6 The Bodies of Knowledge and Skills of the bachelor

From within the Higher Professional Education Council, the higher professional education sector economics
– alongside its national competence profile – has also recently formulated so-called Bodies of Knowledge and         The onion model by Fred Korthagen
Skills, including those specific to IBE, IBMS and IM.

22                                                                                                                            FIHE Curriculum framework 2010-2013
These Bodies of Knowledge and Skills provide a summary of the most important areas of expertise, and describe the most important definitions each stu-
dent must have mastered. Three different aspects are identified:
•	A Basics competent: the basic knowledge that must be held by every graduate bachelor IBE, IBMS and IM. This refers to a number of key definitions for
   each competence.
• A Visions component: the main direction-setting theories, concepts and/or authors within the field of study in question.
• A Trends component: the latest developments and insights relevant for the bachelor in question.

These Bodies of Knowledge and Skills are matched in terms of content to the course competence matrices and the anchoring of these knowledge content
elements in the programmes.
In the first instance, the course manager monitors the knowledge content in the course competence matrix and in the assessments. The Testing Board
monitors the quantity of the knowledge element at random, and the functionality of the acquired knowledge.

3.7 Acquiring self-management capacities in study career management

Characteristic for a professional at high level, a category which certainly includes the bachelor level, alongside knowledge and skills, are self-managing or
self-regulating capacity.
The capacity to perform independently and subject to your own responsibility assumes a learning process based on a basic attitude of wishing to continue
learning throughout one’s career, and therefore a willingness and ability to account for one’s actions to customers, management and colleagues. The central
meta competence therefore is the ability to reflect on and adjust one’s own professional behaviour.
One of the learning lines in the bachelor programme is therefore study career management, in which the student acquires the skill of professional self-

  Phased self-management
  Throughout the course of a period of study at FIHE, the student to an increasing extent acquires the required professional competences and learns to
  manage his own activities, and therefore also to bear and account for his own responsibilities. However, giving the student total freedom right from
  the start to structure his studies as he sees fit is considered at FIHE an irresponsible ‘laissez-faire attitude’.
  The FIHE courses take their responsibility by teaching these self-management skills, in phases.

3.8	The bachelor programme: a single coherent combination of three mastery levels in three course

All of the individual components of each FIHE bachelor programme come together to form a single coherent whole:
•	There is ever increasing intertwining between school activities and practical components.
•	Within the course competence matrix, a flexible but clearly demarcated transition has been created between three competence mastery levels, linked to
   the three phases of the course of studies.
•	The level description of the competences is carried out from the perspective of increased complexity and richness of context in terms of professional
   knowledge , ability and action, and professional roles. The mastery levels are described in behavioural terms as so-called performance indicators. These
   performance indicators contain elements of the mission of FIHE and the Dublin bachelor descriptors.
•	Substantively, the coherence is further strengthened by the central positioning of specific characteristic professional situations and professional themes.

  Competence mastery level I: Competence mastery level 2:                                                               Competence mastery level 3:
  Main phase competent        Graduation phase competent                                                                Start competent bachelor

  Foundation course phase                                       Main phase                                              Graduation phase

During the foundation course phase, the student learns basic self-management skills: estimating his own capacities and comparing them with the performance
indicators in the course competence matrix. For this purpose, the student also learns to reflect on his own study behaviour and personality characteristics.

FIHE Curriculum framework 2010-2013                                                                                                                          23
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