About BAIN
Entering the African and European Market: Students Learn Practical Negotiation Skills
Graduate students in Marketing (M.Sc.) are part of the virtual negotiation project, known as BAIN – Becoming an International Negotiator, which launched its first cohort in April 2021. The project was initiated by Regina C. Brautlacht, Senior Lecturer in Business Communication, who teaches Negotiation at H-BRS, with her colleagues from Africa, Dr. Gloria Agyapong (University of Cape Coast, UCC) in Ghana and the late Dr. Joseph Owino (University of Nairobi, UoN) in Kenya, both Marketing experts in their respective countries.
The project promotes global engagement in a digital learning environment and offers around 50 graduate students of marketing in Kenya, Ghana, and Germany each year the opportunity to gain practical negotiation skills. Through a tailor-made case study, students are negotiating an entry into the African and European market with their respective counterparts.
What’s new
In 2023, our highly esteemed colleague and pioneer in virtual mobility in Africa, Dr. Joseph Owino sadly passed away. Dr. Zurah Mohamed from Moi University will continue the project as coordinator for Kenya. She joined BAIN with her students in 2024.
Blended Mobility – Combining Virtual Exchange with Physical Mobility
Thanks to funding from the Federal Ministry of Education and Research, the German Academic Exchange Service and the Stiftung Innovation in der Hochschullehre, the BAIN project has offered three Summer and Spring Schools in the previous years:
- BAIN Summer School June 2023 in Ghana
- BAIN Spring School May 2023 in Germany
- BAIN Summer School June 2022 in Germany
More than 50 students from Germany, Ghana and Kenya had the opportunity to learn more about the European and African culture as well as each partner university while participating in workshops about negotiations and corruption.
