Breaking New Ground: Wittenborg’s 2024 Year Report Showcases Institutional Progress

School Invests in Quality Education, Staff Well-being and Solid Partnerships

Wittenborg’s recently published 2024 Year Report shows that, in line with the institution’s goals, significant advancements have been made in infrastructure, educational offerings, institutional partnerships and accreditation. 

According to Wittenborg President Peter Birdsall, 2024 proved to be a successful year, both financially and in terms of student growth, upholding the growth patterns outlined in Wittenborg’s strategic plan. Birdsall highlighted that during this year, the school consolidated its student housing while continuing to develop plans for a new campus in Apeldoorn, and other initiatives in the strategic plan progressed successfully.  

“Looking ahead to 2025, we can see the importance of strong strategic partnerships, plans to develop further transnational education and further embedding specialisations and pathways that lead to employability into our degree programmes. As artificial intelligence becomes, on one hand, the norm and, on the other hand, a disruptor, we are convinced that we are developing the policies and strategies, along with the tools and knowledge, to excel in a future world of new technologies,” he said.  

For Rector Ron Tuninga, a key strength of Wittenborg is its collaboration with the business community and local government. He underlines that these partnerships enhance the school’s practice-based education model, ensuring its students attain the skills and knowledge needed to excel in today’s dynamic business landscape.  

“By working closely with industry leaders, we continue to bridge the gap between academic theory and professional practice, preparing our graduates for impactful careers. This year's major milestone has been our progress toward AACSB accreditation, one of the most prestigious global accreditations recognising business education and research excellence. We are pleased that Wittenborg is ready for the AACSB Peer Review Team visit. External recognition of Wittenborg’s education quality validates our continuous improvement and academic excellence,” Tuninga commented.   

Student-centred approach 

The year saw the launch of the Expat Centre Central Netherlands, a partnership between Wittenborg and VNO-NCW Midden. The initiative aims to boost the retention of highly skilled migrants in the Stedendriehoek region, where employers face a growing need for qualified professionals. To support this goal, the centre helps international students, graduates and workers adapt to their new living and working environments. 

To enhance student comfort and quality of life, Wittenborg has been renovating its housing facilities. Five upgraded apartments in South Apeldoorn have been completed, featuring new kitchens and bathrooms. Renovation work is also underway at the dormitory on Ruyterstraat 3. 

Additionally, the school conducted its first Internal Student Satisfaction Survey, designed to assess strengths and identify areas for improvement. The initiative reinforces Wittenborg’s commitment to student-centred education and continuous development based on the needs and experiences of its diverse student body. Another important step was the introduction of new bachelor’s and master’s degree specialisations in various fields to align with market trends and boost students’ career prospects.  

In 2024, six Global People Lunch & Talk sessions were hosted, where students engaged with industry professionals, gaining valuable insights into diverse career paths. Moreover, Wittenborg welcomed guest lecturers from different industries, who shared their success stories and professional journeys, offering inspiration and practical advice. Students also had the opportunity to visit various companies, experiencing real-life corporate environments firsthand, and attended various career fairs. To further support career readiness, the Work Placement Preparation Module is delivered twice a year, ensuring students are well-equipped for internships and future employment.  

As part of its ongoing internationalisation efforts, Wittenborg has seen a significant increase in both the number of scholarships awarded and the diversity of their recipients. In 2024, 98 students received scholarships, up from 61 in 2023. The number of represented nationalities also grew substantially, rising from 17 to 28.   

Solidifying partnerships 

In October, Wittenborg appointed its former Vice President of Academic Affairs, Ron Tuninga, as the institution’s new Rector. Professor Tuninga, an experienced academic in the field of international business and marketing, has been playing an important role in leading the school’s management team through the final phase of its AACSB accreditation process. Additionally, he has overseen various academic initiatives and represented the institution in discussions with other organisations.  

The school made remarkable progress toward its goal of obtaining AACSB accreditation, reflecting a strong commitment to academic quality and institutional development. The year marked a crucial phase in a multi-year journey, with focused efforts to strengthen internal systems, improve programme alignment and enhance overall educational standards. As preparations lead up to the AACSB Peer Review Team visit, Wittenborg enters the final stages of the accreditation process.  

Wittenborg’s inaugural Globalisation Conference, held in August, brought together academics and researchers to discuss critical aspects of globalisation, reinforcing the institution’s role as a centre of intellectual production. The event was organised by Wittenborg’s Research Centre, which also coordinated six research projects involving institutions from 11 countries in 2024.  

To broaden its research horizons, the school joined OpenResearch.Amsterdam, a renowned knowledge platform dedicated to sharing and promoting research connected to the city of Amsterdam. This partnership provides Wittenborg access to a robust network of resources, including valuable data, research works and opportunities for collaboration. Wittenborg also began a collaboration with the Cambridge Education Group to offer the first 60 credits of its Bachelor of Business Administration programme at the OnCampus location in Amsterdam.   

Staff and faculty qualification and well-being  

In November, Wittenborg launched its Postgraduate Certificate (PGCert) in Teaching and Learning in Higher Education, aimed at helping educators refine their teaching practices and adapt to the evolving demands of higher education.  

To support faculty development, Wittenborg provides opportunities for further study, including PhD preparation, doctoral completion and specialised teaching qualifications in higher education. These initiatives ensure that faculty remain at the forefront of academic and professional advancements, continuously enriching their expertise and the quality of education delivered. 

Wittenborg continues to focus on supporting international staff by facilitating their integration into Dutch society and the labour market. Initiatives included invitations to networking events like Beursvloer Apeldoorn and the Apeldoorn Business Awards. In its commitment to long-term employment relationships, Wittenborg continued to offer flexible working arrangements and remote work options, as well as occasional support with housing.   

Wittenborg in numbers 

In 2024, Wittenborg counted 1,566 students representing over 100 nationalities. Approximately 51% of the institution’s graduates find employment in the Netherlands, while 25% start a career in other countries. 

The school's staff is also diverse, with its 243 employees coming from 57 different countries.  

Wittenborg’s 80 intellectual contributions in 2024 included 33 published journal articles, 15 faculty members invited to speak at academic events, 10 research papers presented at conferences, 11 participations in academic or professional meetings, eight book chapters, two books and one published case study.

WUP 25/04/2025 
by Ulisses Sawczuk 
©WUAS Press