ENTRANCE Focus Trip “Keep in Touch” – Communicating Successfully with and in China
Location: Beijing und Xi‘an
As part of the ENTRANCE project, this trip offers a unique opportunity to expand participants’ skills in the field of alumni relations. On the one hand, this includes developing effective communication with this specific Chinese target group; on the other hand, it also addresses broader issues related to successful communication despite linguistic and cultural differences, as well as differing communication platforms and habits.
There is considerable uncertainty both when communicating with China and about China. What topics can be addressed, and how? How can one translate not only the literal meaning of statements but also take into account other levels of communication, such as communication style, cultural preferences, and audience-appropriate messaging? What distinguishes the various Chinese social media channels, and how can they be used to reach Chinese target audiences both in Germany and in China? What should be considered in this context? How are image rights and trademark rights handled? And returning to the overarching question: how can one stay in touch with Chinese alumni, and what formats might even be developed together?
With the aim of exploring answers to these questions, the focus trip will take participants from 5 to 13 September 2026 to both the capital city Beijing and the western metropolis Xi’an.
During the trip, participants will have the opportunity to visit Chinese universities as well as German institutions in China, engage in discussions with German students, Chinese alumni, and local experts, and gain first-hand insight into the country’s communication culture.
The trip is aimed at staff members at German universities and research institutions who deal with these or related issues, in particular those working in alumni relations, marketing, communications, career services, and related fields.
The program will not only include meetings and visits but will also feature interactive elements each day, encouraging participants to develop their own content and experiment with new formats.
The trip is mainly intended for people with little or no experience with China.
Preliminary Program Overview (subject to change)
| 05. September | Arrival |
| 06. September | Kick-off: dinner with alumni in Beijing |
| 07. September | Beijing: visits to a university, the DAAD, and two liaison offices of German universities in China |
| 08. September | Beijing: meeting with an education-sector influencer; visit to a company founded by an alumnus |
| 09. September | Beijing: Goethe-Institute; afterwards train journey to Xi’an |
| 10. September | Xi’an: visit to a university, expert discussions, workshop |
| 11. September | Xi’an: continuation of the workshop, meeting with alumni |
| 12. September | Cultural program and wrap-up |
| 13. September | Departure |
Applications for this unique focus trip are open until 30 April 2026. Please send your application to entrance@jara.org.
Required application documents
- A short letter of motivation (maximum half a page) outlining your connection to the topic and your previous experience with China.
- A letter of support from your supervisor confirming your participation in the training trip (either as a separate document or as a second signature on the letter of motivation).
- Information on funding: The trip is funded by the BMFTR with at least €1,000 per person, but a contribution from the sending institution is required. Please also note that you or your institution will need to cover the travel costs in advance before reimbursement.
The visa requirement is expected to remain suspended in 2026, which will make entry into China easier.
