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The main objective of this chapter is to give insights into how H-BRS as a German University of Applied Sciences supports small and medium-sized enterprises (SMEs) in exploring African markets. The university achieves this objective by engaging its Bachelor and Master level students in applied market research. Students engage in this research as part of their final thesis writing. This chapter lays out a process for successful marketing research projects for German SMEs in nine steps.
Internships and professional experience are becoming more and more important requisites for students and graduates and are almost taken for granted by many HR officials. In opposition to this, many newly created Bachelor and Master programmes make it difficult for students to integrate internships into their studies without having to add another semester and thereby "losing" valuable time. This becomes all the more relevant with private universities or universities generally that charge considerable tuition fees.