Since the adoption of the Council Resolution on 30 November 1994, the promotion of mobility to the European Union (EU) for study purposes has been part of the EU’s policy agenda. Indeed, as recently as on 25 March 2013, the European Commission emphasised the need for EU to become more attractive to international students. In this context, the consortium composed of Stockholm School of Economics in Riga (SSE Riga), Tallinn School of Economics and Business Administration (TSEBA) from Tallinn University of Technology (TUT), Estonia, ISM University of Management and Economics (ISM), Lithuania, Academy of Economic Studies of Moldova (ASEM) and the strategic advisor - Dynamic University identified the need to demonstrate the uniqueness of business education in the EU by emphasising the profound positive impact these institutions are exerting on local economies and societies.

In this context, referring to the Call for Proposals (EACEA/38/12) of Erasmus Mundus 2009-13 action programme published by the European Commission (EC), Stockholm School of Economics in Riga as the lead partner submitted, on 15 April 2013, the project proposal “Business education in Europe – the driving force for sustainable development” (BEE project) developed in cooperation with Dynamic University, defining the enhancement of the attractiveness of the European business education and European business schools to the countries of the Eastern Neighbouring Area by demonstrating the impact of business studies in Europe as the driving force for individual career prospects and overall sustainable development, growth and competitiveness of nations, countries and regions as the overall project objective.

The project to be implemented within 24 months’ period involves 4 specific objectives that contribute to the achievement of the defined overall objective:

• To develop and approbate METHODOLOGY for undertaking a comprehensive study of impact of European business schools involving both institutional and alumni perspectives.
• To identify the PERCEPTIONS, NEEDS AND EXPECTATIONS of potential students of European business schools by undertaking a study in Moldova to serve as a sample country representing the Eastern Neighbouring Area.

• To develop and operate a dynamic on-line system “BEE 2 IMPACT” for undertaking impact studies of European business schools and demonstrating, in a user-friendly manner, the benefits of the European business education, therefore enhancing its attractiveness, transparency and visibility.
• To SHARE THE LESSONS LEARNED and OUTPUTS DEVELOPED by the project partners in devising and applying the Methodology, undertaking comprehensive impact studies and using and operating the “BEE 2 IMPACT” system WITH OTHER EUROPEAN BUSINESS SCHOOLS as effective means for enhancing the awareness, attractiveness, transparency and visibility of European business education and European business schools among the potential students of the Eastern Neighbouring Area.

In conclusion, although the project partners have had certain experience in measuring their impacts particularly assessing results that are being achieved and delivered by their alumni, there is need for more methodological approach especially to measure institutional impacts, and better international learning from each other. The project, if supported by the EC, will provide a unique method for the promotion of the EU higher education in general, and that provided by the European business schools – project partners in particular.

FYI: Erasmus Mundus is a cooperation and mobility programme in the field of higher education for the enhancement of quality in European higher education, the promotion of the European Union as a centre of excellence in learning around the world and the promotion of intercultural understanding through cooperation with third countries as well as for the development of third countries in the field of higher education.