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New marketing strategy for the DHBW CAS

27 June 2026

The DHBW Center for Advanced Studies (CAS), the central institution for academic continuing education at the Baden-Württemberg Cooperative State University, has successfully completed a project in collaboration with CHE Consult and BMVK Consulting aimed at the strategic development of its market outreach. The goal was to analyze and refine the marketing structures in order to tap into the potential of the continuing education offerings in an even more targeted manner in the future.

In the project, CHE Consult was responsible for analyzing the market environment and the strategic starting point. This included a market analysis, an examination of existing marketing structures in collaboration with BMVK Consulting, and a SWOT analysis to systematically assess strengths, weaknesses, opportunities, and threats. The results served as the basis for developing a forward-looking marketing concept.

The analyses confirmed the strong market position of DHBW CAS and the high appeal of its continuing education offerings. At the same time, areas for improvement were identified to better integrate marketing, sales, and student advising and to provide more targeted support to prospective students from initial contact through enrollment. This led to the development of an integrated marketing concept and a strategic roadmap with twelve areas of action, which outlines specific measures for short-, medium-, and long-term implementation.

The project is part of a series of consulting engagements through which CHE Consult supports universities and continuing education institutions in the strategic development of their programs. The collaboration with the DHBW CAS illustrates how in-depth market analyses, the evaluation of existing structures, and a clear implementation plan can help successfully position academic continuing education in the market and ensure its long-term viability.

Understanding Academic Guidance – Attracting Tomorrow’s Students

16 June 2026

On June 12, 2026, CHE Consult, in collaboration with Zeit Advise, hosted a professional event at the GLS Campus in Berlin. Approximately 30 university representatives gathered to engage in an in-depth discussion of current developments and challenges in college admissions counseling.

The event focused on how prospective students make their decisions today and how universities can tailor their offerings and communication accordingly.

The event kicked off with two keynote presentations on:

• Decision-making processes and key factors influencing the choice of a degree program
• Current dynamics in the higher education market

In the interactive session that followed, participants worked in two workshops:

Student Marketing: Effective Target Audience Communication
Using a real-world case study, participants explored how universities can tailor their messages to specific target audiences and personas.

Program Design: Rethinking Degree Programs
The focus here was on how degree programs can be further developed to enhance their appeal, ensure a good fit, and promote academic success.

Finally, the results were collectively reviewed and discussed. The event provided a space for exchange, diverse perspectives, and concrete ideas for practical application.