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Econ Lit –I200
STATE AND DEVELOPMENT OF INTERNATIONAL
COLLABORATION, PROJECT WORK FINANCED
VIA NATIONAL AND INTERNATIONAL PROGRAMS, ALUMNI
AND CAREER OPPORTUNITIES, AND PUBLIC RELATIONS
AT VARNA UNIVERSITY OF ECONOMICS
Assoc. Prof. PhD Violeta Dimitrova
Innovation and development are the key words which pinpoint the wide scope of
activities at the University of Economics in Varna and its engagement in such areas as
international cooperation, public relations and advertising, activities associated with
alumni1 and career development of students and graduates, including implementation
of projects financed under various national and international programs and contract
agreements. Over 2011-2015 period, activities in the above mentioned areas were
primarily driven by the priorities set forth in the university mandate program aiming
to extend and mainatain international partnerships, improve teacher-student mobility,
attract foreign students and strengthen ties with business enterprises and public
administration in order to open up better career opportunities for graduate students
and encourage project participation, thus maintain the good name and reputation of
Varna University of Economics.
The present expose aims to summarize and analyze what has been done during
the mandate period in the area of international cooperation, implementation of pro-
jects financed under various national and international programs, public relations and
advertising, students’ career pursuit and alumni activities carried out at Varna Eco-
nomic University, on the grounds of which future perspectives for development could
be outlined.
1. International Cooperation
Management of international contacts and partnerships in accordance with the
latest program documents of EC in the field of education and science makes it possi-
ble to examine and transfer accumulated global experience in the area of education
and science, inspire a culture for dialogue and willingness to change, but also adapt
the higher school to the changes in the external environment. The implementation of
1 The etymology of the word ‘alumni’ shows that it has been borrowed from Latin (аlumnus)
which means students, alumni or university graduates.
56 IZVESTIA – Journal of University of Economics – Varna
the mandate program and its tasks was driven by the efforts of students, teachers and
administrative staff who have taken the international contacts to heart, together with
the International Relations and Cooperation Department team and many overseas in-
tern students whose involvement in the program was inspired by the atmosphere of
creativity and innovation and the desire to seek new ways and new ideas against all
odds. Among the many and varied activities in the field of international cooperation,
the following main directions can be emphasized: teacher, student and non-academic
staff mobility, building and maintaining partnerships and memberships in internation-
al organizations, attracting overseas students, language courses and training; initiating
joint and exchange programs offering a joint degree, organizing summer schools and
foreign students internships.
Mobility
The structure of mobility embraces Erasmus+ exchange programs and the Cen-
tral European Exchange Program for University Studies (CEEPUS III), bilateral
agreements signed by the Ministry of Education and Science with other countries,
EEA grants (European funds available for the European Economic Area, other signed
agreements for cooperation and academic exchange.
Varna Economic University is among the first 4 universities in Bulgaria, having
participated in the exchange program during the academic year 2000-2001. In 2014 the
university applied and became a beneficiary of Erasmus+ program, holding an Erasmus
Charter for Higher Education (ECHE) by the European Commission until 2020. Up to
date, Varna University of Economics has established cooperation with 90 higher
schools (educational institutions) in Europe and 9 universities outside the European
Economic Area. Over the four year period under study, many of the contracts for Eras-
mus+ exchange program have been resigned and 49 new agreements with university
partners from Western, Central and Eastern Europe have been concluded, including
universities from the Russian Federation, Ukraine, Azerbaijan, Kazakhstan, Armenia,
Bosna and Herzegovina. Notwithstanding the reduction in the initially planned number
of mobilities, active/realized mobilities have increased from 129 to 175 for the same
period, i.e. around 36% as a result of restructuring of program funds (see Table 1.).
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Fig. 1. Development of cooperation contracts over 2000-2015 period
Increase in the number of active mobilities to gain work experience has become
an absolute priority. Holding Erasmus Plus information days helped promote Erasmus
+ idea among businesses in EC member states that wish to accept interns and encour-
age students to seek job opportunities outside their countries of origin as a result of
which mobility aimed at gaining work experience more than doubled. Information on
internship vacancies under Erasmus+ program is published on the webpage of the
International Relations and Cooperation Department (IRC) and is being updated on a
daily basis. With regards to internships, the IRC Department has built close partner-
ship with the local section of AIESEC student organization, enjoying a long-term
support by the University, and talks have been held to rename said organization into
AIESEC-EU-Varna.
Yearly reports show that Varna University of Economics admits on average 40
students under exchange programs (around 1/6 of the input mobility for Bulgaria for
this exchange program). The policy of the university is aimed at establishing an ade-
quate organization and regulatory framework in order to attract, admit and help adapt
doctoral and Bachelor Degree students who wish to join a mobility program. Cooper-
ation with ESN-Varna, which is a member of the International Erasmus Student Net-
work (IESN) has greatly improved. The local section of the organization actively
supports measures to help the adaptation of foreign students who have joined mobility
programs. As of June 2011, it was renamed into ЕSN-UE-Varna, and formerly regis-
tered as a subdivision of IESN, on the basis of a contract agreement. Annually, this
0
10
20
30
40
50
60
70
80
90
100
2001 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
4 4 5
10
20 21 21
27
33
3942
50
58
68
86
99
58 IZVESTIA – Journal of University of Economics – Varna
youth organization receives active support from the University of Economics. Within
the framework of the European Economic Area financial mechanism and the Norwe-
gian financial mechanism, the University of Economics in Varna acts as a project co-
ordinator under the project “Strengthening/Helping student adaptation in a multicul-
tural environment in the context of international educational mobilities in Europe”
together with its university partner – the University Centre of West Fjords in Iceland.
Тable 1
Outgoing Mobility under "Еramus+" over 2010/2015 period
№ Indices 2010/2011 2011/2012 2012/2013 2013/2014 2014/20152
1.
Bilateral agreements
with university-
partners
- - 64 68 99
2. Student mobility
aimed at training
2.1. Under contract 102 111 112 83 81
2.2. Realized mobility 105 102 99 98 123
3. Student mobility to
gain experience
3.1. Under contract 17 20 16 16 19
3.2. Realized mobility 11 2 22 26 28
4. Teacher mobility
4.1. Under contract 32 16 20 8 10
4.2. Realized mobility 13 15 18 12 20
5. Non-academic staff
mobility
5.1. Under contract 2 4 1 2 3
5.2. Realized mobility 0 5 8 2 4
6. Overall mobility
under ЕRASMUS
program
6.1. Under contract 153 151 149 109 113
6.2. Realized mobility 129 124 147 138 175
A positive step towards better administrative service during admission and en-
rollment of foreign students who receive training under mobility programs is to offer
2 Submitted data are as initially planned, as of the date of material preparation.
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one internship at IRC Department under Erasmus+ mobility program, and two intern-
ships under the European Voluntary Service (EVS)3. The academic 2013-2014 marks
Varna University of Economics as an accredited institution under "Youth in action"
program, which makes possible to directly recruit or accept volunteers. Each academ-
ic year, the foreign students working at IRC Department contribute with ideas and
help update, refresh and boost the attractiveness of the information package designed
specifically around the needs of incoming Erasmus+ mobility students, which inte-
grates information about terms and dates for application, academic calendar, universi-
ty curriculum and helpful information about the university, the city of Varna and
Varna region..
Тable 2
Incoming students under mobility and exchange
programs over the period 2011/2015
Year
Erasmus+ mobility program
CE
EP
US
III
Total Student mobility aimed at
training
Student mobility to gain
experience
10/11 31 0 0 31
11/12 42 0 1 43
12/13 37 0 0 37
13/14 41 1 0 42
14/15 41 1 4 46
Total 192 2 5 199
Owing to the efforts of this international team, the IRC Department succeeded in or-
ganizing a number of social events over the last two years: "A night dedicated to the Span-
ish film" with the help of Аlphonso Rodenas and Juan Manuel, who currently teach at the
Fourth Language School by the name of "Frederic Julio Curie" in Varna. The event was
mounted for students from the Spanish High School and university students, film lovers and
fans of the Spanish film and culture; “International film-night“ – with the cooperation of
Lekti Centre, the Norwegian Embassy, the German Consular Office in Varna, Allianz Fran-
çaise, Varna, etc.; "Erasmus+ day" – made possible with the help of ESN Varna and society
"For You"; "Erasmus welcome day" – at the beginning of each semester, arranged specifi-
cally for incoming Erasmus students at Varna University of Economics.
3 European Voluntary Service (EVS) is a project of the European Commission, which helps young
people (18-30 years of age) to volunteer abroad between 2-12 months.
60 IZVESTIA – Journal of University of Economics – Varna
Areas for cooperation under CEEPUS program are as follows: student and
teacher mobility, designing joint courses and offering summer schools, with an em-
phasis while reaching the third phase of the program, on operating joint programs for
training, leading to joint degrees. The university network embraces 16 universities
from Central and Eastern Europe. In February, 2012, the Academic Committee/Board
approved of the amendments to Erasmus Management Regulations and by joining the
CEEPUS program, official recognition of periods of training under Erasmus exchange
program found its true regulatory basis.
Table 3
Outgoing student mobility for the period 2005/2014
Years
Erasmus
CE
E[I
S
EEA
Grants
Fund
Bilateral
agreements
signed by the
MES and other
countries
Bilateral
agree-
ments to
gain ex-
perience
Tota
l
20
05
/06=
10
0 %
For
training
To gain
experi-
ence
2005/06 46 - 4 - 0 - 50 100
2006/07 43 - 4 - 0 - 47 94
2007/08 59 12 2 - 0 - 73 146
2008/09 77 12 2 - 0 - 91 182
2009/10 90 12 2 - 2 - 106 212
2010/11 104 11 6 5 0 3 129 258
2011/12 102 34 5 3 0 0 113 226
2012/13 100 22 4 - 0 2 126 252
2013/14 98 26 1 - 0 0 125 251
2014/154 123 28 2 - 0 0 153 306
842 126 32 8 2 5 1013
Due to interruption of the work of EEA Grants fund over the period 2011-2015
the following mobilities have been realized: 3 training mobilities realized by 4 lectur-
ers and 2 non-academic staff members, a work visit at the University of Reykjavik,
Iceland and 1 teacher mobility at the University of Bergen in Norway. The main goal
of the program is to assist cooperation between Bulgaria and EEA countries (Norway,
Iceland and Lichtenstein) in the area of higher education and academic research by
offering funds for project implementation.
A necessary prerequisite for the efficiency of exchange is to achieve the right
organizational structure and to continually improve the internal regulatory
4 Submitted data are as initially planned, as of the date of material preparation.
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framework. The level of service for the students at Varna University of Economics
has significantly improved with the development and integration of on-line facility for
application for exchange programs, aimed at training or to gain experience. During
the academic year 2014-2015, the on-line application system was further developed to
include mobility of incoming students from the European Economic Area (EEA), in-
cluding incoming and outgoing mobility for university lecturers and non-academic
staff. The webpage of the International Relations and Cooperation Department in its
section related to mobility and exchange has been completely redesigned and updat-
ed, offering information in three languages: Bulgarian, English and Russian.
Partnerships built and the good practices gained from exchange programs trans-
late into a spate of new initiatives, such as the start of a joint project with Lucian
Blaga University of Sibiu, Rumania. This new partnership aims at creating an innova-
tive partner network ‘university-business’ funded by European Social Fund (ESF) and initiation of contracts for joint degrees between the universities of Worms, Ger-
many and Seinajoki University in Finland.
Admission of foreign students
Admission of more foreign students comes as a result of the good reputation and
international recognition of the quality education at the University of Economics in
Varna. It is seen as a source of increased income for the university, the importance of
which is still to be felt in the future. The limited administrative capacity of IRC De-
partment comprising (a department head, a full-time mobility organizer and a part-
time officer in charge of foreign students are the only staff members of this depart-
ment whose main job is to attract foreign students through the university website and
other electronic platforms, or on-line facilities for communication with potential ap-
plicants and building partnerships with companies-intermediaries.
Information on the university website is being updated annually to improve ac-
cess and help application of foreign students, some useful links and addresses have
been integrated, including institutional contacts and information on accommodation
and the cultural agenda which may be useful to foreign students. Participation in spe-
cialized electronic platforms which promote educational services can be seen as a
good opportunity to extend admission. In the month of January 2013, a contract with
the Norwegian company Masterstudies was signed to promote the ‘International
Business’ specialty in English, using on-line platform facility. According to the report
about the number of page viewers, the university webpage was mainly visited by
people from China, Ukraine in the first place, followed by USA, Russia, Italy, Ger-
many, France and Turkey to name but a few. Promotion on-line helped increase en-
quiries from other countries and applications by foreign students from Sweden, Russia,
62 IZVESTIA – Journal of University of Economics – Varna
Ukraine, Pakistan, UAE, Nigeria, Kazakhstan, Kameron, Afghanistan, etc. Negotiations
are currently underway with a Chinese company to help promote Varna University of
Economics among Chinese applicants. Further on, digital marketing campaigns are be-
coming a strategic tool in attracting foreign students. In the future, it is necessary to exam-
ine how choices are made in selecting a university or a specialty to study from a range of
strategic educational markets and the use of analytical tools and electronic sources of
gathering information and the extent to which these can be trusted. In fact, the wide range of courses and programs which are currently on offer in
the field of economics act as a deterrent to the positioning of the university on the
international market for educational services. During the four year period of our
study, we have tried our best to make a difference in the number and composition of
foreign students. If before 2011, students from Turkey were our main custom, over
the last year their number dramatically slumped to 15 (over the same period many
new universities were opened in Turkey, offering economic education, not to mention
that 3 years ago, discrediting university degrees received in Bulgaria was made into
an official policy). For 2014-2015, the number of foreign students at Varna
University of Economics has increased by 42 as compared with the previous year. At
present, the majority of foreign students are studying for Bachelor Degree, 87 stu-
dents – for professional bachelor degree, 9 in Master’s Degree and 3 as doctoral stu-
dents. Records show that the number of students admitted under the Act of the Coun-
cil of Ministers for Bulgarians resident outside Bulgaria, mainly in Moldova and
Ukraine, has increased to 49 for the academic year 2014/15. Traditionally, students
are persistent in choosing International Economic Relations and Tourism as degree
subjects however, they have demonstrated an increased interest in the newly opened
specialties taught in a foreign language, such as International Business – 10 students,
and International Tourism- 3 students. Foreign students also continue with post-
graduate studies at the Centre for Continuing Education, mainly within the summer
schools scheme, in order to gain experience or on a contractual basis for paid academ-
ic exchange.
Table 4
Dynamics of foreign students at Varna University of Economics
by level of education 2011-2015
Level of Education Years
2011/12 2012/13 2013/14 2014/15
Preparatory course 15 14 10 12
Bachelor Degree 35 29 63 80
Professional Bachelor Degree 2 2 3 7
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Master’s Degree 5 10 6 9
Doctoral Degree 0 1 3 3
Post-graduates5 10 20 21 37
Total: 67 76 106 148
The following countries can be seen as target markets where actions should be
taken to attract foreign students: these are namely countries from Europe and Asia –
the Russian Federation, Ukraine, Greece, Cyprus, Germany, Kazakhstan, India and
China, and the countries from the Near East and North Africa.
Instruction in a foreign language
An important step towards University development in a new, strategic direction
is the opening of new specialties, where instruction is done in a foreign language. Af-
ter a thorough examination of conditions and having designed a course syllabus in
2012-2013, Varna University of Economics launched a new specialty called Interna-
tional Business taught in English. More importantly, by opening specialties with in-
struction in a foreign language, the university will be able to enter new markets: the
first target group can be applicants from Bulgaria with high level of language profi-
ciency and skills who are seeking training abroad /in universities offering specialties
in English or other languages, and the second target group can be foreign students
who wish to be trained in a foreign language. Most students are highly motivated and
this is reflected in the highest Grade Point Average (GPA) in the Faculty of Manage-
ment. A conducted survey among students shows that there is a high degree of satis-
faction with the training received/offered from the International Business program.
Among the main tasks during the period were providing academic staff and teaching
materials and attracting guest speakers from abroad. In 2011, the new Foreign Lan-
guage Training Centre was opened, the purpose of which was to ensure administrative
support for foreign students who enrolled in programs taught in a foreign language, to
aid the primary units in their activities and manage selection of teachers.
Offering joint programs for training leading to a joint degree
Development of joint training programs in Bachelor and Master Degree pro-
grams and doctoral degree, and recognition of periods of training, regulated by con-
tracts, leading to a joint degree from partner universities on successful completion of
the state exam, should be integrated into an institutional strategy towards moderniza-
tion and internationalization of education.
The mandate period witnessed intense contacts with partner universities from
5 Participants in summer schools.
64 IZVESTIA – Journal of University of Economics – Varna
abroad, seeking opportunities for joint training programs that can lead to joint de-
grees. Universities from EU and those outside the European Union became the object
of study. Reaching agreements with university partners from EU will help improve
the image of Varna University of Economics and attract students mainly from Bulgar-
ia, whereas partnerships with universities from outside the EU will help attract for-
eign students. Two factors can be highlighted that favour signing of training contracts
which lead to joint degrees, firstly, the launch of a training program in International
Business in English, driven by the increased popularity of this program among other
European universities: secondly, extended partnerships with universities on Erasmus+
which foster a continual interest in training on the part of incoming students; and last
but not least, building contacts based on mutual trust with partner universities. Posi-
tive results have been achieved with the following universities-partners:
The Urals State University of Economics in Ekaterinburg, the Russian Feder-
ation – an annex to the general cooperation agreement has been signed by
Varna University of Economics and the Urals State University, regulating the
terms and conditions for the joint training program in Informatics, teacher and
student exchange and issuance of joint degrees by the two universities, on
recognition of periods of study, within a minimum of one year period and
state examinations. During academic year 2014/15, a total of 24 students
participated in the academic exchange program, with a tuition fee of 1000 eu-
ro per semester for the Business Informatics specialty in English or in Rus-
sian language.
Seinajoki University of Applied Sciences, Finland – EU-Varna has signed a
bilateral agreement with the Seinajoki University for training in the Bachelor
Degree in International Business program, leading to joint degrees. Admis-
sion in this program is open to EU-Varna students from International Busi-
ness and International Economic Relations specialties, and students from
Seinajoki University of Applied Sciences who follow International Business
and Business Management programs.
Worms University, Germany – a draft contract has been prepared and is soon
to be signed between the two universities, on the basis of which Bachelor de-
gree students from the International Business program in English, will be
able to receive joint degrees.
Nottingham Trent University, United Kingdom – the signing of a contract be-
tween Nottingham Trent University and EU-Varna is underway, with a focus
on a joint Master Degree program in International Business and Management
taught entirely in English. Under this joint program, in the first year of study,
the students will have the option to study at EU-Varna for two semesters and con-
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tinue their studies for one semester in their second year at Nottingham Trent
Business College. Varna University of Economics succeeded in gaining approval
from the partner institution for its financial and institutional credibility.
Presently, in answer to an enquiry from Le Mans University in France, another
contract for a joint degree program in the Bachelor Degree of International Business
is being discussed. Part of the mobility program leading to a joint degree is planned to
be funded under Erasmus+ provide financial help for students.
An important task of international cooperation is to increase membership in in-
ternational organizations. In October, 2014 Varna University of Economics signed a
membership contract with Ceseenet – a partnership network for academic exchange
between 16 universities in Central and Southeast Europe, offering doctoral degree
programs in the field of business and economics. Membership in this network allows
universities to organize joint courses in specific areas of knowledge and summer
schools. In addition, EU-Varna plans to join the Francophone University Association
(AUF), which registers 782 members (universities, institutes and research centres)
from 98 countries.
Over the period under study, EU-Varna has gained valuable experience in the
organization and running of summer schools which offer hands-on experience to for-
eign students from countries outside EEA. A standard has been developed, approbat-
ed and established, providing for students practical training, which includes an educa-
tional program (contact hours, visits to companies and case studies designed around
real situations) and a cultural program (visits, accommodation, meals, trips,
museums). During the above period, a total of 7 summer schools were organized with
students mainly from the Russian Federation and Kazakhstan.
The potential for international cooperation can be seen in the development and
expansion of inter-institutional relations globally and in terms of international initia-
tives. Efforts in the future should be focused upon two main areas of international
cooperation, namely 1) identifying new target markets to attract foreign students us-
ing such tools as digital marketing, cooperation with companies-intermediaries, main-
taining contacts with consular offices, secondary schools and universities (the latter
can be a prerequisite to apply for Master‘s and Doctoral degree programs), participa-
tion in trade fairs promoting higher education products, building a network of univer-
sity representatives to encourage personal contacts and presentation of university pro-
grams on spot, policies for short-term cultural visits, summer schools and language
courses for students in the last two batches of training and preparation of promotional
materials; 2) broaden the range of joint programs on offer and engage in agreements
leading to joint degrees as a result of training, with partner universities.
2. Projects which are funded under international and national programs
66 IZVESTIA – Journal of University of Economics – Varna
During the period under study, applying for projects under national and interna-
tional programs and project implementation has proved to be the main tool in funding
not only academic research, but also many university activities such as doctoral pro-
grams, purchase of literature and electronic data bases, enhancing qualification of
teachers and non-academic staff, developing an electronic platform for alumni and
careers, upgrading university facilities, purchasing of lab equipment, digitalization of
the library book fund and others. Presently, EU-Varna is engaged in projects being
funded under national and European programs, by ministries, national agencies,
NGOs and businesses. Project development and fulfilment requires not only institu-
tional support but available administrative capacity to aid project management teams
in terms of methodology and consulting services. Following a decision of its Academ-
ic Council dated 7th January 2011, EU-Varna opened sector Project Management,
aimed at ensuring the necessary conditions for effective use of project funding by ex-
ternal donors and help improve the quality of education and research undertaken by
teachers, students, post-graduates and university staff, improvement of facilities, in-
formation and communication environment and other spheres of activities in EU-
Varna. Acting on its decision, dated 25th November, 2011, the Academic Council of
EU-Varna accepted the rules for the Project Management sector and the organization
of its activities. Experts’ experience in the area of project management is a must in
establishing the sector as a service unit which will help expand the administrative ca-
pacity by the inclusion of lecturers, non-academic staff, students and doctoral degree
students in project work activities.
Preparation of project proposals
Over the period July 1, 2011 – March 31, 2015, experts from the Project Man-
agement sector succeeded in coordinating their activities to effectively organize the
process of preparation and submission of 39 project proposals in which EU-Varna
participates as a leading institution and/or partner. 11 out of 39 projects received ap-
proval for funding and 5 are in a process of evaluation. Experts from the above-
mentioned sector facilitated the process of preparation of 4 additional project pro-
posals, two of which were submitted on behalf of the Students Sports Club, one – by
the Society of UE-Varna Alumni and one, by the Cluster: Sustainable Development of
the City Environment.
Implementation of projects that received funding
The purpose of the Project Management Sector/Department is to provide support
and be directly involved in the implementation of 15 projects approved for funding,
which up to date have been implemented successfully or are in a process of being im-
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plemented. Within the framework of the three operational programs over the program
period 2007-2013, Varna University of Economics managed to implement 8 projects,
with a total cost of their budgets amounting to 8 353 289, 40 BGN as agreed under
the contracts for provision of grants. Six of the projects are funded by the European
Social Fund and two of them are co-funded by the European Fund for Regional De-
velopment. Under the reporting period, Varna University of Economics was involved in seven
(7) international projects, in four of which acting as a leading organization. The projects
have been funded under three programs: the Lifelong Learning program, the European
Parliament at the University program, EEA Financial Mechanism/Norwegian Financial
Mechanism – EEA Grants. Submitted projects, projects in a process of implementation
and completed projects aim to ensure funding for the university investment program,
build necessary skills and improve its administrative capacity, i.e., the so-called soft
projects. Use of projects to provide funding for some of the basic university activities will
be made a strategic priority for the future development of the university. To facilitate
project development and participation in projects financed under national and interna-
tional programs and agreements, Varna University of Economics should actively par-
ticipate in educational networks and consortia. To this aim and to boost efficiency of
project work, the university should devise a policy to encourage participation of lec-
turers, non-academic staff, and Bachelor and Doctoral students in national and inter-
national projects, increase the capacity of the Project Management Sector and im-
prove university policy on project co-funding facilities and pertinent accounting ser-
vices.
3. Alumni and Career Development
Support for the realization of students and graduates on the labour market is
among the priorities of leading universities. Finding jobs and career development of
university graduates is top on the list of institutional and program accreditation
whereas in the future, the rating system of universities will have more say in securing
funds for state universities. One of the five formulated goals of Varna University of
Economics is ‘to increase cooperation with its business and social partners towards
improving the process of higher education for students and academic research.“
During the reporting period 2011-2015, staff engaged in the Alumni and Careers
Department/Sector did their best to improve links between the university and business
aiming at better cooperation in the following directions/areas: conducting a survey on
graduates career development and/or recruitment paths; rendering work with web-
based applications for university-business collaboration more efficient; mounting
68 IZVESTIA – Journal of University of Economics – Varna
business oriented events; offering career advisory services. Indeed, it was the need for
administrative support of the link ‘university-business’ that brought about the opening
of Alumni and Careers Department/Sector, which embraces the Career Centre and the
function to follow on graduates career development, maintaining contacts with them
and cooperating with the Society of University Graduates and its activities. The Aca-
demic Council has also approved of the Rulebook regulating the structure, activities
and management of this department/sector.
A system has been developed, the purpose of which is to investigate graduates
careers, with an in-built facility (which integrates the feature of) to request infor-
mation from various state institutions dealing with the labour market, such as the In-
ternal Revenue Service, the National Social Security Institute, and the Employment
Bureau, alongside information on job interviews provided through a survey sample
with university graduates. The 2013 report of the Chamber of Audit on the state of the
labour market and career development of university graduates has identified a major
problem i.e. data gathered on graduates and their job history is stored by various state
organizations but exchange of said data is not legally regulated to help take appropri-
ate managerial decisions in setting out policies in the field of higher education.6 Dur-
ing the above period, three surveys on graduates careers have been conducted and via
the assistance of the Centre for Quality of Education, an organized mass collection of
data on graduate students was initiated in compliance with criterion 4.2.3.
“Knowledge of the state of careers /employment of graduate and doctoral students” in
terms of NEAA criteria “Maintained data base on graduate students employment after
one, three and five years of graduation (which investigates and records graduate in-
take numbers)“. The total number of online surveys run is 2613, out of which 1140
are fully completed surveys and over 600 are paper-based questionnaires. In 2014,
data on university graduate students and their employment was presented and dis-
cussed by the Academic Council.
The main functions of the Career Development Centre are as follows: profes-
sional guidance and training of students; advice and support in applying for student
internships and vacancies; feedback and exchange of information between interested
parties. As early as 2011, the Bulgarian Ministry of Education and Science (MES)
outlined the following performance criteria: number of companies which became
partners of the university career centres; number of students who found employment
through university career centres; job positions provided; realized internships and
6 Report № 0300002212 of the Chamber of Audit discusses a survey on graduates employment as
planned, for the period January 1, 2009 till December 31, 2012
www.bulnao.government.bg/.../DOKLAD_MOMN_Vishe_021013.doc.
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practices/training. Execution of the above functions is made possible via the web-
based platform which ensures the university-business link. During the admission
years 2011-2012 and 2012-2013, the main priority of career advisors was to promote
the use of the web-based platform among students and employers and its features
such as: seeking job positions and applying via the posted job ads on the web-site of
the Career Development Centre; announcing events, organized by the Career Centre;
posting news, scholarships etc., relevant to UE-Varna graduate students. Some of the
platform limitations such as for example, limited communication between undergrad-
uate students, graduates and employers, can be overcome through the interactive elec-
tronic network ‘university-business’, under the project Innovative Partner Network
for Sustainable Cooperation ‘University-Business’. Survey of electronic platforms of
other universities, both local and foreign, was conducted within the project frame-
work.7
Table 5
Development of ue-career.org platform over 2011/2015 period
Indices 2011/2012 2012/2013 2013/2014 2014/20158
Total number of registered students 3150 4625 5610 6244
Number of registered students over the
year under study 3150 1475 985 634
Number of registered companies from a
previous period9 70 124 174 216
Number of registered companies during the
year 70 54 50 42
Number of posted/published job ads from a
previous period 100 249 453 590
Number of posted/published job ads during
the year 100 149 204 137
Maximum number of web site views per
job ad - 720 760 650
Average number of web site views per job
ad - 101 199 120
There is a positive upward trend of the total number of students being registered
on the platform – from 3150 at the beginning of the period, to 6244 up to date. The
7 Good practices of the innovative ‘university-business’ relationship. Collection of papers - Sofia:
Digital Marketing Group, 2014. 8 Data collected by April 1, 2015.
9 This issue excludes companies, which publish their job ads via career advisors.
70 IZVESTIA – Journal of University of Economics – Varna
number of published advertisements is also on the rise. However, the last two years
have witnessed a certain decline in the use of the electronic platform as a job search
and internships facility owing to the successful implementation of Students Practices
project. Varna University of Economics has signed over 540 employment agreements,
more than 730 with mentors and more than 3700 with students. The Career Centre has
the task to establish and maintain contacts with the companies involved in the project,
and subsequently transfer these contacts to the new platform.
The innovative platform aims to replace existing sites, used by the sector,
providing opportunities for a two-way search link ‘employer-student/graduate; pro-
files of different target groups (business, branch, state organizations, students, gradu-
ates, business experts, UE-Varna experts, etc.); ease in collecting data bases and
maintaining contacts with employer organizations and employment bureaus across the
country; support in the study of the labour market, to get valuable information on ac-
tual job search and employer needs for specific knowledge, skills and competences;
exchange of information and feedback on graduates employment; facilitate contacts
between employers and teachers during practical sessions and organization of training
courses; make popular the professional, scientific, educational, and cultural achieve-
ments of undergraduate and graduate students and those of academic staff; encourage
relations with the local community and public support for the University of Econom-
ics in Varna.
Every year, the Alumni and Careers Sector at UE-Varna organizes various
events: forums, seminars, meetings and presentations given by potential employers,
among which the Careers forum stands out as the most significant, being largely sup-
ported by the Students Council. Some of the events have been driven by joint initia-
tives with university departments and administrative units, the Student Council and
student clubs. Since the summer semester of the academic 2014-2015, degree of par-
ticipants’ satisfaction in the above events has been studied and proposals to improve
events organization taken into consideration. During the same academic year, a na-
tional conference was held with the cooperation of the Centre for Human Resources
Development, at which opportunities for vocational development and empowerment
of the workforce in the field of tourism were discussed, through participation in Eu-
ropean educational programs, various projects and initiatives such as the Erasmus+
program, Euroguidance, Europass, eTwinning, ЕСVЕТ etc. In 2014-2015, the Careers
Centre became part of National Career Days, which is a forum of JobTiger.
Career guidance and counselling is a comparatively new sector activity which
can be broadened in the future to encompass not only university graduates but stu-
dents in secondary education as well. The three staff members working for the sector
(two of them are students working part-time) are certified under GCDF program who
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71
have the option to increase their competences through participation in many interna-
tional forums and trainings.
During 2014-2015 academic year, the Alumni and Careers Sector was engaged
in the preparation of several project proposals: “Setting up a professional network of
alumni clubs in Bulgaria and Iceland” the purpose of which is to improve cooperation
among universities, the industry and the institutions under ЕЕА Grants, Program in
support of NGO – a partnership with the Association of the Graduates of the Econom-
ic Faculty of Sofia University “St Kliment Ohridski”, the ABLE Mentor project for
students under ЕЕА Grants, Program in support of NGO – a partnership with the As-
sociation of the Bulgarian Leaders and Entrepreneurs, to name but a few. In 2013, at
the second annual ceremony, the Careers Centre of UE-Varna was awarded first prize
in the category ‘Higher Schools’. The prize came about as a recognition for the good
practices of the Careers Centre among which involvement of the Centre career advi-
sors in the new elective discipline “Career Development’, introduced in 2012-2013.
In the future, better policies in support of the Alumni and Careers Centre should
be considered (incl. UE-Varna Graduates Association) aiming to improve the career
counselling practices and integrate the interactive web-based platform UEBN for co-
operation between the university and the business. Encouraging the relations between
educational institutions and the labour market would foster participation of business
representatives in lecture courses and seminar sessions, development of joint Bache-
lor and Master Degree programs with leading business enterprises and it will stimu-
late entrepreneurship among students to set up own startup companies (students par-
ticipate in competitions, and approved projects will get a financial help to start a busi-
ness, or support from the university in the form of premises and equipment). In addi-
tion, successful projects may help the practical training of students and contribute
financially to the university. The functions of the alumni organization can be further
extended by commercializing results from academic research and find new donors
from the business community.
4. Public Relations and Advertisement
The communications program approved by the Academic Council aims to pro-
ject a good image and reputation of the university on a regional, national and interna-
tional scale, making it one of the cultural centres in the city of Varna through its rich
cultural and sports calendar. More importantly, the past four years have been ex-
tremely dynamic for the University of Economics, marked by a number of innova-
tions in the field of marketing, advertising and PR.
The intense market competition in the field of educational services is all about
how to gain and sustain a competitive advantage in key areas of training such as for
72 IZVESTIA – Journal of University of Economics – Varna
example, liberal arts education, which translates into developing talents and skills,
engaging in art, culture and sports activities. Liberal arts education follows the tradi-
tions of Ancient Greece and it is applied in many universities of international fame,
the mission of which is to make students into free persons in order to take an active
part in civic life. In modern times, liberal arts education can be interpreted differently
but it furthers humanitarian education since it refers to different areas of literature,
arts, music, theatre, etc. Therefore, one of the main tasks in the mandate program is to
develop and mount a cultural calendar of events, provide support for the organization
of a sports calendar and build an academic culture and values in students by engaging
them in various projects outside the learning process. To implement a policy in sup-
port of art and culture, the Academic Board provided assistance in developing the
Clubs of Interests project under the Student Council which places a special emphasis
on theatre, music, dance, debates and photography to name but a few. And indeed, the
university’s cultural environment is flourishing with the support of the University
Cultural Centre which was specially created to encourage active contacts with out-
standing representatives in the area of art and culture. Since the beginning of the
mandate period up until now, the wide scope of art and cultural events (about 90 for
the mandate period under study) has created a favourable climate, fostering creativity
and innovation among students, teachers and non-academic staff at Varna University
of Economics.
Table 6
Events organized for the period 2011-2015
Year Number of events Annual growth
2011/12 14 -
2012/13 20 6
2013/14 23 3
2014/15 2710 4
In fact, organized events show that UE-Varna has the potential to span a
bridge between the academic community and the cultural agenda of the city of Varna
and/or be in the spotlight of other cultural vanues. The University performed the part
of a co-organizer and host of a series of events on the agenda of the International Fes-
tival of Poetry "Slavic Embrace" and the International Festival of Popular Music
"Discovery". A students music festival is underway, being supported by Varna Muni-
cipality. A special rubric called "Cultural Calendar" will find its place on the universi-
10
19 of which have been realized by the time of material preparation.
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73
ty web-site which will serve to report events, opinions, pictures and blitz interviews
with guests. An on-line bulletin is soon to be prepared and posted to local media, uni-
versity partners, alumni, lecturers and principals of secondary schools in Bulgaria.
The reporting period also witnessed a well-devised and well-executed advertis-
ing campaign, underpinning UE-Varna admissions campaign for prospective students.
A promotional catalogue of the university was also prepared and translated into Eng-
lish and Russian languages. For the purposes of the admissions campaign for foreign
students, catalogues in English and Russian have been specifically designed which
could also be adopted for specialities instructed in a foreign language. These ca-
talogues are also meant to be distributed among secondary schools offering foreign
language teaching in Bulgaria, including overseas high schools , universities, embas-
sies and organizations.
Over the mandate period, the university web-site was actively used to establish
and maintain relations with internal and external to the university audiences. By the
end of 2013, as a result of a project developed by the university and implemented by
an outside company, a new website in English and Russian was launched. Hopefully,
the site was well accepted in the virtual space. Structuring of the site in the three lan-
guages is still to be developed, but the main focus will be on the update and optimiza-
tion of information by the main and ancillary units. At the end of 2014, a special
rubric called "The Media for Us" was launched, the purpose of which is to report
publications about UE-Varna in various print and electronic media, including TV and
radio appearances. A virtual tour with one of Google applications is under develop-
ment. The presence of the university in Internet is made stronger with profiles created
for the last few months in the social networks Facebook, Twitter, Youtube and Linke-
dIn.
In conclusion, we need to emphasize that engagement in international coopera-
tion and project work financed under national and international programs and agree-
ments, and providing support for students’ careers can be identified as the main priori-
ties for development of the modern university and key areas for future investment.
With an adequate administrative support and management, not only could efforts in
these directions be made into a competitive advantage but these could help generate
income for the university via admission of more foreign students, financing some of
university activities through projects, commercialization of scientific and applied re-
search achievements and provision of support for healthy startup companies.
