Increasing diversity via gender-integrative re-branding of study programmes – Business information technology

How can study programmes with a stereotypically gendered image change so that they are percieved as suitable for different genders? Based on two projects, the example of the BSc in Business Information Technology is described to demonstrate how a re-branding approach was used to change the image of the study programme and make it more attractive for women. Overall, the proportion of women increased by 73%, and the number of students increased by 92% over the entire duration of the projects. If study programmes are to open up to a more diverse target group, re-branding offers a new and promising approach.