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Entering the African Market: Students Learn Practical Negotiation Skills

The 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.

We are happy to announce that the pilot project was granted funding through the International Virtual Academic Collaboration (IVAC) program offered by the German Academic Exchange Service (DAAD) for the academic year 2021/2022. 

The pilot project promotes global engagement in a digital learning environment and offers 43 graduate students of marketing in Kenya, Ghana, and Germany the opportunity to gain practical negotiation skills. Students from the master’s degree program in Marketing at H-BRS will be negotiating an entry into the African market with their counterparts from the University of Cape Coast (UCC) in Ghana and the University of Nairobi (UoN) in Kenya. Regina C. Brautlacht, Senior Lecturer in Business Communication, who teaches Negotiation at H-BRS, initiated this virtual exchange project with her colleagues from Africa. Dr. Gloria Agyapong (UCC) and Dr. Joseph Owino (UoN) both teach Marketing in their respective countries.

The goal is to engage students in the process of negotiating in an international setting through a tailor-made case study provided by our African colleagues. We have received a positive echo from the students involved in the project.

Professor Jürgen Bode will be joining the project with his graduate students in Marketing Implementation/International Marketing to expand the virtual collaboration by also offering our African students an opportunity to work on a case study to enter the German and EU market.

The team is planning a „Summer School“ for students on the process of negotiations and corruption at H-BRS in 2022. The Center for Ethics and Responsibility (ZEV) will contribute to the project.


Participating Universities:

  • Hochschule Bonn-Rhein-Sieg University of Applied Sciences
    Sankt Augustin, Germany
    Project Lead and Country Coordinator: Regina C. Brautlacht, M.A.
    Cape Coast, Ghana
    Country Coordinator: Dr. Gloria Agyapong
    Nairobi, Kenya
    Country Coordinator: Dr. Joseph Owino

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Regina C. Brautlacht

Presidential Commissioner | Advisor for Global Digital Learning, Senior Lecturer in Business Communication and Entrepreneurship, Coordinator of the English Programme (Department of Management Sciences) StA, Project Lead Digital Internationalization of the Departments (DIF)


Sankt Augustin


E 003


Grantham-Allee 20

53757 Sankt Augustin

Contact hours

Tuesdays: 5:00 - 5:30 p.m. (E 003) or by appointment

Frau Brautlacht wird unterstützt durch die E-Tutorin des Sprachenzentrums:


+49 2241 865 764