The FHNW School of Business has built a strong reputation in international education with numerous global partnerships and innovative strategies. However, increasing competition within the Swiss higher education landscape presents challenges to maintaining its competitive advantage. This project focuses on identifying gaps and create a concept for improving the Unique Selling Proposition (USP) of the FHNW School of Business.

Through the analysis of interviews, we were able to create Value Proposition Canvas and identify customers’ pains, gains, customer jobs as well as pain relievers, gain creators and products and services that perform jobs for customers. Also, the analysis helped identify the misalignment in the need of student’s life and the absence of products/services that satisfy this need. To evaluate the FHNW’s external factors and compare its position on the market, the analysis of the internationalization strategies of competitors was conducted, and the threats and opporturtunities were identified.

To strengthen the internationalization strategy of FHNW School of Business it is recommended: • To unify the Internationalisation Strategy by creating a standalone document to align objectives and practices • To enhance communication using digital communication tools such as podcasts and video tutorials to make information more accessible to full and part-time students. • To improve Cultural Integration with student-led clubs and expanding intercultural events to foster community engagement. • To expand the programme offerings and strengthening partnerships in underrepresented regions. As can be seen in the Positioning Map, the FHNW School of Business internationalisation strategy has a strong foundation but requires improvements in communication, resource allocation, and student engagement to maintain its competitive edge. By implementing the recommended actions, the FHNW School of Business can better align its initiatives with stakeholder needs. Enhancing cultural integration, diversifying programmes, and expanding partnerships in underrepresented regions will strengthen its USP and maintain its leadership in international higher education.