a world of opportunities connecting you to the worldaxies.jp/conf2013cd/paper/axies_w5c-1.pdfmandy...

Mandy Mok Managing Director (Asia, Middle East & Africa)

QS Asia Quacquarelli Symonds Pte Ltd

Singapore

“Leap Frog onto the world stage:” The QS way

世界の舞台へのリープフロッグ：

QSの道

A World of Opportunities

Connecting you to the world

世界に向けての発信 QSの果たす役割

EDUCATIONAL

ACHIEVEMENT

by fostering

To enable

CAREER

DEVELOPMENT and

INTERNATIONAL

MOBILITY

MOTIVATED

PEOPLE

POTENTIAL to achieve their

around the

Managing Director of QS Asia with responsibilities for Asia Pacific, Middle East & Africa (AMEA) since 2002.

Masters Degree in Strategic Marketing & Advertising from the University of Wollongong and a Bachelors Degree in Graphic Design from the UK.

More than a decade of experience in the higher education sector, following a successful career in advertising and marketing as an entrepreneur.

Responsible for creating and launching high profile academic conferences

like (QS-APPLE, QS-MAPLE, QS WorldClass, QS in conversation) and publications (QS Showcase-AMEA, WOW, Top Universities Guides).

Deep understanding of AMEA universities hence gaining powerful insight

into current realities and future requirements.

May I introduce myself…

About QS – Quacquarelli Symonds

Founded in 1989 by Nunzio Quacquarelli London-based organisation with worldwide offices – France, USA, India,

China, Australia, South Africa, Germany & Spain AMEA headquarter in Singapore Producer of the QS World & Asian University Rankings Organizers of conferences under the banner of QS Scholarships QS Scholarships is a UK-registered not-for-profit organization

Provides postgraduate scholarships for deserving students Proceeds from the delegate fees of QS-APPLE & QS-MAPLE Conferences Conduit for universities’ scholarships of over US$ 1.2 million

PUBLIC SERVICE

World University Rankings

Asian University Rankings

Latin American Rankings

Subject Rankings

Best Student Cities

Top 50 Under 50

MBA Salary & Rec Trends

CLIENT DRIVEN

Conferences

Seminars

Publications

Benchmarking

QS Stars Ratings

Custom Research

Training & Support Visits

What we do

About This Presentation

• Understanding of the QS Ranking System

• Branding and Marketing Strategies & Case Studies

• External Strategies • Internal Strategies

Understanding the

QS Ranking System

The Rankings Landscape

Shanghai Rankings published 2003

QS (with THES) & Webometrics launched

2004

Employer survey added to QS Rankings

2005

QS Asian University Rankings launched

2009

URAP Rankings launched

2010

QS Latin American University Rankings &

Subject Rankings (26 disciplines launched)

2011

QS Best Student Cities +

Top 50 Under 50 launched

2012

Subject rankings extended to 29 disciplines 2012

2007

Times Higher Education go their own way

2010

QS is the first ranking to get IREG approval

2013

HEEACT rankings launched

A UNIQUE LENS

QS the only global ranking authority to

consider it

Central to the life goals of most

prospective students

An essential inclusion in every QS assessment

World Class

University

Philippines - CHED Thailand – CHE Indonesia – DIKTI Taiwan – FICHET Malaysia – MOHE Hong Kong – UGC

Korea – KAFSA Korea - KAIE Vietnam – MOHE Sri Lanka – MOHE Worldwide – OIC India – UGC

Bahrain – MOE Saudi – MOHE China – MBA Supervisory China - MOHE China - Tencent

Academic Reputation

40%

Faculty Student

20% Citations per Faculty

20% Employer

Reputation

10%

International

Faculty 5%

International

Students 5%

OVER

3,000 UNIVERSITIES CONSIDERED

OVER

15m DIRECT WEB

VISITORS

OVER

50m TOTAL WEB VISITORS

OVER

800 UNIVERSITIES

RANKED

COVERED IN

500+ MAJOR MEDIA

OUTLETS

OVER

62K ACADEMIC

RESPONDENTS USED BY

OVER

9 NATIONAL

GOVERNMENTS

RUN FOR

10 YEARS IN

2013

OVER

30 ACADEMIC ADVISORS

LED BY

50+ YEARS

RANKING EXPERIENCE

OVER

100 NEW ENTRIES

IN 2013

OVER

27K EMPLOYER

RESPONDENTS

2013 2012 Indicator Institution Name (39 universities – 2 increased, 3 static, 30 dropped, 4 new)

32 30 THE UNIVERSITY OF TOKYO

35= 35 = KYOTO UNIVERSITY

55 50 OSAKA UNIVERSITY

66 65 TOKYO INSTITUTE OF TECHNOLOGY

75= 75= = TOHOKU UNIVERSITY

99= 86 NAGOYA UNIVERSITY

133 128 KYUSHU UNIVERSITY

144 138 HOKKAIDO UNIVERSITY

193= 200 KEIO UNIVERSITY

210= 203 UNIVERSITY OF TSUKUBA

220= 198 WASEDA UNIVERSITY

276= 277 TOKYO MEDICAL AND DENTAL UNIVERSITY

304= 295 KOBE UNIVERSITY

307= 280 HIROSHIMA UNIVERSITY

441-450 381= CHIBA UNIVERSITY

441-450 322 TOKYO UNIVERSITY OF SCIENCE


501-550 501-550 = KANAZAWA UNIVERSITY

501-550 451-500 OKAYAMA UNIVERSITY

501-550 401-450 TOKYO METROPOLITAN UNIVERSITY

501-550 451-500 YOKOHAMA CITY UNIVERSITY

551-600 501-550 KUMAMOTO UNIVERSITY

551-600 501-550 NAGASAKI UNIVERSITY

551-600 501-550 OSAKA CITY UNIVERSITY

551-600 451-500 TOKYO UNIVERSITY OF AGRICULTURE AND TECHNOLOGY

601-650 551-600 GIFU UNIVERSITY

601-650 501-550 NIIGATA UNIVERSITY

601-650 - N/A OSAKA PREFECTURE UNIVERSITY

651-700 - N/A GUNMA UNIVERSITY

651-700 601+ RITSUMEIKAN UNIVERSITY

651-700 - N/A YAMAGUCHI UNIVERSITY

651-700 551-600 YOKOHAMA NATIONAL UNIVERSITY

701+ 601+ AOYAMA GAKUIN UNIVERSITY


701+ 601+ DOSHISHA UNIVERSITY

701+ 601+ KAGOSHIMA UNIVERSITY

701+ 601+ OCHANOMIZU UNIVERSITY

701+ 601+ SAITAMA UNIVERSITY

701+ - N/A SHINSHU UNIVERSITY

701+ 601+ TOKAI UNIVERSITY

N/A N/A HITOTSUBASHI UNIVERSITY

Academic Reputation

30%

Faculty Student

20% Citations per Paper

15%

Papers per Faculty

15%

Employer

Reputation

10%

International Indicators - International Students 2.5%

- International Faculty 2.5% - Inbound Student Exchange 2.5% - Inbound Student Exchange 2.5%

10%


9 8 The University of Tokyo

10 10 = Kyoto University

13 13 = Tokyo Institute of Technology

14 11 Osaka University

16 14 Tohoku University

18 18 = Nagoya University

20 22 Kyushu University

24 23 Hokkaido University

32 30 Keio University

34 32 University of Tsukuba

41 39 Kobe University

44 42 Waseda University

47 44 Hiroshima University

59 61 Tokyo Medical and Dental University

60 52 Chiba University

69 79 Kanazawa University

71 81 Tokyo University of Agriculture and Technology

75 62 Osaka City University

77 75 Tokyo University of Science

87 92 Okayama University


94 76 Tokyo Metropolitan University

95 89 Kumamoto University

100 83 Yokohama City University

101 74 Nagasaki University

110 95 Niigata University

114 N/A N/A Hitotsubashi University

120 109 Osaka Prefecture University

121= 132 Saitama University

125= 117 Yokohama National University

127 112 Gunma University

129= 108 Gifu University

132 111 Shinshu University

135= 151-160 Kagoshima University

137= 133 University of Miyazaki

142 127 Yamaguchi University

143= 142 Tokai University

147 118 Toyota Technological Institute

149 136 Kitasato University

151-160 147 Mie University

151-160 161-170 Sophia University


161-170 140 Ochanomizu University

161-170 151-160 Shizuoka University

161-170 171-180 Yamagata University

171-180 171-180 = Gakushuin University

171-180 191-200 International Christian University

171-180 151-160 Kyoto Institute of Technology

171-180 149 Kyoto University of Education

171-180 134 Nara Women's University

171-180 161-170 Saga University

181-190 161-170 Kinki University (Kindai University)

181-190 171-180 Ritsumeikan University

191-200 161-170 Kochi University

201-250 181-190 Akita Prefectural University

201-250 201-250 = Doshisha University

201-250 171-180 Hirosaki University

201-250 191-200 Iwate University

201-250 201-250 = Japan Women's University

201-250 191-200 Kyushu Institute of Technology

201-250 251-300 Meiji University

201-250 201-250 = Nihon University


201-250 201-250 = Rikkyo University

201-250 191-200 The University of Shimane

251-300 251-300 = Akita International University

251-300 201-250 Aoyama Gakuin University

251-300 251-300 = Chuo University

251-300 201-250 Future University Hakodate

251-300 251-300 = Gunma Prefectural Women's University

251-300 251-300 = Kwansei Gakuin University

251-300 201-250 Kyoto Women's University

251-300 251-300 = Sojo University

251-300 201-250 Yamaguchi Prefectural University

Branding & Marketing

Improvement Strategy: Facing the Competition

Marketing

Branding

What is important for your university to succeed

in the next decade or so?

Positioning

Strategy

“The marketing challenge for institutions, will therefore increasingly be to

develop a strategy and proposition, which creates a meaningful

differentiated positioning, and then to promote this consistently to

appropriate target audiences”

The Guardian

November 2011

Marketing

Marketing in the education context

Promoting your institution creatively to attract students, faculty etc.

Offering what students need and want – now and in the future

Using all mediums possible to reach out to your audience – students & peers

Case Studies:

Tokyo University

Nanyang Technological University, Singapore (NTU)

Marketing in practice – Case Study of Tokyo University

Promoting your institution creatively to attract students, faculty etc

Marketing in practice – Case Study of NTU

Offering what students need

and want – now and in the

future

Nanyang Technological

University (NTU) created a

campaign to promote the

spirit of entrepreneurship.

Branding

Branding in the education context

A good name and logo are important for a university’s future development

Your brand equity is a measure of how satisfied and loyal your customers are

Branding for university relates to how it differentiates itself – teaching, research,

innovation, thought leadership, trustworthiness, credibility and authority

Case Study:

Nanyang Technological University (NTU Singapore)

& University of Johannesburg (UJ)

Branding in practice – Case Study of NTU & UJ

• NTU Singapore & University of Johannesburg

co-hosted the 3rd QS MAPLE Conference in

Johannesburg in May 2013.

• A great example of global branding beyond

one’s shores

Positioning

Positioning in the education context

Top-of-mind recall determines your success

New “verbs” – Google, Whatsapp, Twitter, Facebook, Hoover, Xerox,

BigMac

Optimizing a university’s rankings, institutional excellence or in specific

subject areas or geographical regions

Strategy

Strategy in the education context

Strategy relates to universities’ objectives…this covers recognition, rankings,

ratings, student recruitment, staff hiring, international partnerships and

international curriculum development etc.

Strategy is your game plan for getting to where you want to go in the most

efficient and timely manner

Find your USP, exploit it – be different

Case Study:

Hong Kong University of Science & Technology (HKUST)

Sungkyunkwan University (SKKU)

Strategy in practice – Case Study of HKUST

Hong Kong University of Science & Technology (HKUST) partnered and

positioned itself with Kellogg School of Management – a market leader.

In 2012, HKUST-Kellogg EMBA Program was ranked No. 1 in the Financial

Times Global EMBA Rankings.

Strategy in practice – Case Study of SKKU

SKKU collaborated with MIT Sloan for their EMBA Program, leveraging on the

reputation of MIT. This has won them many accolades.

Conferences

Global visibility from QS:

External Strategies

Asia Pacific Conference

www.qsapple.org

Organizing Partner:

The Prime Conference and Exhibition for Top International Educators in Asia, Europe, America and Australasia

Why you should attend

Meet over 800 high profile university leaders & academics

from all over Asia & Australia

November 11–13, 2014

Taipei, Taiwan

QS-APPLE 2015 – Melbourne (hosted by Melbourne Convention & Visitor Bureau)

QS-APPLE 2016 – Shanghai (hosted by Universiti Malaysia Perlis & Shanghai University)

QS-APPLE 2017 – Taipei (hosted by China Medical University)

QS-APPLE 2018 – Seoul (hosted by Chung Ang University)

QS-APPLE 2019 – Available for hosting in Asia-Pacific

www.qsapple.org

Award Categories: Gold, Silver & Bronze for each of the following categories: • Most Creative Corporate Video • Best International Print Advertisement • Best International Student Recruitment Brochure • Best International Website Page

2013 Overall Winner

Singapore

2013 Gold – Print

Korea

2013 Gold – Video

Singapore

2013 Gold – Website

Japan

2013 Gold – Brochure

Singapore

Look out for recognition through awards!

Seminars

External Strategies

www.qsworldclass.com

Engage & Empower!

2-day seminar for key decision makers at universities

• Exclusive event for key decision makers

• Networking with like-minded peers

• By invitation only – 2 delegates per university

• Modeled after the corporate networking lifestyle

March 31–April 2, 2014 Radisson Blu Hotel Johannesburg, South Africa

QS WorldClass 2015 – Phuket, Thailand (hosted by Mahasarakham University)

QS WorldClass 2016 – Sentosa, Singapore (hosted by NTU & University of Jo’burg)

QS WorldClass 2017 – Taipei, Taiwan (hosted by NTUT – Taipei Tech)

QS WorldClass 2018 – Al Ain, United Arab Emirates (hosted by UAE University)

QS WorldClass 2019 onwards – Available for hosting

2012: Taipei Medical University (TMU) hosted the 6th QS WorldClass in Taipei

Organizing Partner

Where leaders in higher education come together

www.qsinconversation.com

Go beyond your home country!

Transforming Higher Education in AMEA Region

Why you should attend

Roundtable forum to discuss and debate on the future of higher education

June 11–12, 2014 Spain, Europe (hosted by King Abdulaziz University) October 8–9, 2014 Brunei (hosted by Universiti Brunei Darussalam) November 2014 (Date TBC) Penang, Malaysia (hosted by Universiti Malaysia Perlis -

UNiMAP)

Publications

External Strategies

View the eShowcase-AMEA online at www.qsshowcase.com

Showcase-Asia, Middle East & Africa (Showcase-AMEA) An exclusive top-level presentation of the workings of Asia, Middle East & Africa’s best universities

Designed to celebrate the Asian, Middle Eastern & African universities‘ success and raise their profiles to the next level of visibility in the international arena

The ONLY and most targeted and prestigious print & online medium for Presidents to share their vision, mission and research breakthroughs with like-minded peers

DISTRIBUTION The printed edition of QS SHOWCASE-AMEA will be presented to each of the two top

executive heads (e.g. President and Provost) of the following:

Top 500 Universities as featured in the QS World University Rankings

Top 200 Universities as featured in the QS Asian University Rankings

China’s 106 “Project 211” Universities

Top 50 Middle Eastern Universities

Top 50 African Universities

Also to:

Heads of state of G20 countries

Presidents of Association of Southeast Asian Nations (ASEAN)

Heads of Gulf Co-operation Council (GCC) Countries

Key embassies worldwide

Top 200 Asian, Middle Eastern & African Corporations ranked by QS World Rankings under “Recruiter’s Review”

Database of over half a million educators (e-version)

Available as free app to over 100 million Apple iPad users worldwide

View the eShowcase-AMEA online at www.qsshowcase.com

It’s all about your WOW news

WOW - a new concept

in print and online publication featuring:

University success stories

from around the world!

Free PR

Covers news with a WOW factor

Quarterly Newsletter

Targeted and focused reach

View the eNewsletter online at www.qsnews2wow-u.com

TOTAL: 4,259 universities

View the eNewsletter online at www.qsnews2wow-u.com

Supplement

International summer school is an opportunity that cannot be missed

Extensive distribution network of QS News-2-WOW-U being capitalised

Project your university’s excellence to the world

Attract students from all over the world for your 2014 summer school program

Very attractive advertising options

The Official Guide for the QS World University Rankings

www.qstopuniversitiesguide.com

Academic Community:

Presidents of Top 500 universities as defined by QS World University Rankings

Presidents of Top 200 universities as defined by QS Asian University Rankings

International educators at major conferences (NAFSA, EAIE, QS-APPLE, MAPLE

Career counsellors and head teachers of selected international high schools

Half a million university academics and administrators worldwide

Students:

Prospective students at major international education events

Top-quality students at QS’ own events worldwide (QS WMT, WGST & WUT)

Others:

Education journalists and editors of selected international media

Selected advisers in government ministries, agencies

Selected international graduate employers

Selected libraries in major cities

Database of over half a million educators (e-version)

Available as free app to over 100 million Apple iPad users worldwide

Available as a USB Thumb drive

The Official Guide for the QS World University Rankings

Exclusive Scholarships Promotion

in 2014 Edition (Print & Online)

www.qstopuniversitiesguide.com

The 2014 Edition will feature over 100 freely available scholarships for students in nearly 30+ countries.

You can feature your universities’ scholarships in the

2015 edition at no cost

Learn more at qs-asia.com

International Student

Recruitment Fairs

External Strategies

QS World Tours (International Recruitment Fairs)

2013 266 fairs

105 cities 51 countries

One of the largest operator worldwide!

World MBA Tour / Top MBA Career Guide/ topmba.com

World Exec MBA Tour Top Executive Guide

World Grad School Tour • Top Grad School Guide • topgradschool.com

World Universities Tour • Top Universities Guide • topuniversities.com

• Primarily for the Undergrads • 70% of the world’s international students come from Asia • An annual circuit of one-day fairs planned for 2013

www.topuniversities.com/tour

The World Universities Tour

Spring 2013

WUT Fall 2012 Tour WUT Spring 2013 Tour

Complementing Rankings: An internal strategy…QS Stars Rating

GLOBAL STANDARD

BROAD BASED RATING

CAPTURES DIVERSITY

CHOSEN SYSTEM

GLOBALLY

OWN TIME OWN TARGET

PICKS OUT KEY STRENGTHS

ALL UNIVERSITIES QUALIFY

INCREASED PRESENCE

QUICK TO IMPLEMENT

MARKETING TOOL

What is QS Stars?

www.iu.qs.com

Points Available – 1000

Learning Environment 100

Learning Environment 100

Specialist Criteria 200

Specialist Criteria 200

Advanced Criteria 100

Advanced Criteria 100

Core Criteria 600

Core Criteria 600

Facilities 6 indicators Facilities

6 indicators 100

Online/Distance 6 indicators

Online/Distance 6 indicators 100

Discipline Ranking 2 indicators

Discipline Ranking 2 indicators 150

Accreditation 2 indicators

Accreditation 2 indicators

50

Teaching 6 indicators Teaching

6 indicators 150

Employability 3 indicators

Employability 3 indicators 150

Research 5 indicators Research

5 indicators 150

Internationalization 7 indicators

Internationalization 7 indicators

150

Innovation 3 indicators Innovation 3 indicators 50

Culture 3 indicators

Culture 3 indicators 50

Access 4 indicators

Access 4 indicators

50

Engagement 4 indicators

Engagement 4 indicators

50

OR OR

Select any 2

of the 4 listed

OR

OR

Adopted in over 40 countries

QS Star Rated Universities – US, Latin America & Europe

QS Star Rated Universities – Asia Pacific & Middle East

Consulting

Internal Strategies

• Prime objective: - to assist universities to achieve excellence through improved performance

- specific expertise in Higher Education Institutions for many years

• Bespoke project Areas covered:

• Strategic Audit

• Market Positioning and Marketing

• Internationalization

• Research Strategy

• Publications and Citation Performance

• Teaching Quality

• Student/Faculty Rations and Contact Time

• Faculty Recruitment

• Student Experience

• Alumni Relations

• Careers Services and Employer Relations

• Student Recruitment and Retention

• Accreditation and Compliance

http://c.qs.com/

CONSULTING Performance Improvement for higher Education

Quick Start

“Blue Ocean Strategy”

Red Oceans v/s Blue Oceans

• Red Oceans are all the industries in existence today

~ known market space (eg. Traditional universities)

• Blue Oceans are all the industries not in existence today

~ unknown market space

~ demand is created rather than fought over

A tongue-in-cheek example:

One good way to “think out of the box” and apply the Blue Ocean Strategy is to

start “early-day” programs for primary students. Universities can partner primary

schools to introduce university subjects in a simplified manner – this means you

catch them young and instil your brand name in them.

“Blue Ocean Strategy” in practice

“Blue Ocean Strategy” in practice

Pro’s

• Equip children at a young age with money-making and

management skills

• Instead of telling children to save, they are taught how to

make a fortune at a very young age

• Teaches children to be thrifty

Con’s

• Very high cost of enrolling so only the elite can join

• Children may become obsessed with money from a very

young age

Food for thought…

“Blue Ocean Strategy”

Coming soon…

• QS Summer School Summit (August 2014) Conference for universities’ summer schools

• QS World Arts & Design Tour (2015) Student recruitment fair for arts & design courses

• QS Subject Rankings Conference (Host 2015 – NTU) Conference on specific subject areas as per QS Subject Rankings

• QS DESK (Discovering Education, Sharing Knowledge) Mobile & Tablet App showcasing universities’ profiles & marketing collaterals

69

Thank you!

Mandy Mok [email protected]

+65 98419121

facebook.com/qsasiapage twitter.com/QS_Asia

a world of opportunities connecting you to the worldaxies.jp/conf2013cd/paper/axies_w5c-1.pdfmandy...

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