Strengthening universities' reputation in the global educational community

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Presentation on reputation management given in Davos at the World Communication Forum. March 2014.

Presentation on reputation management given in Davos at the World Communication Forum. March 2014.

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  • We count the number of papers published in the academic journals indexed by Thomson Reuters per academic
  • UK is the biggest exporter with 350,000 Chinese students studying in their home country.Between 1978 and 2011, China sent 2.25 million students abroad.
  • Weibo is an effective media platform to improve brand awareness, broadcast content and interact with followers.

Transcript

  • 1. How can BRICS universities move up the global university rankings? By Christian Dougoud EASTWEST PR - London www.eastwestpr.com
  • 2. EASTWEST Public Relations Public Relations services in Asia since 1995 Bangalore | Beijing | London | Singapore www.eastwestpr.com Christian Dougoud, Director +44 (0)7453706475 christian@eastwestpr.com Promoting Higher Education in Asia since 1995
  • 3. www.eastwestpr.com Bangalore | Beijing | Singapore | London • 18 years experience in Asia • 400+ clients and counting • Affiliates in 12 Asian countries Company overview EASTWEST PR is a public relations agency based in Asia since 1995, with offices in Bangalore, Beijing, London and Singapore.
  • 4. Client Portfolio
  • 5. Many types of University ranking • Times – World University Rankings • Times - World Reputation Rankings • Times - BRICS & Emerging Economies Rankings • Shanghai - Academic Ranking of World Universities • QS World University Rankings • QS University Rankings: BRICS • Etc.
  • 6. Methodology Times - BRICS & Emerging Economies Rankings Teaching: the learning environment (worth 30 per cent of the overall ranking score) Research: volume, income and reputation (worth 30 per cent) Citations: research influence (worth 30 per cent) Industry income: innovation (worth 2.5 per cent) International outlook: staff, students and research (worth 7.5 per cent).
  • 7. Methodology QS University Rankings: BRICS – Methodology 1. Academic reputation (30%) – based on a major global survey of academics, who are asked to identify the top-performing universities in their own field. 2. Employer reputation (20%) – based on a major global survey of graduate employers, who are asked to identify the universities that produce the best graduates. 3. Faculty/student ratio (20%) – based on the number of students enrolled per academic faculty member employed (this aims to give an idea of commitment to teaching quality). 4. Staff with a PhD (10%) – based on the ratio of academic staff members with a PhD. 5. Papers per faculty (10%) – based on the number of research papers published per academic staff member. 6. Citations per paper (5%) – based on the frequency with which the institution’s research is cited by other researchers. 7. International faculty (2.5%) – based on the percentage of faculty members who are international. 8. International students (2.5%) – based on the percentage of students who are international.
  • 8. Low hanging fruits to improve position on ALL rankings 1. Attract more international students  Condition: Systematic investment in agent relationships 2. Graduate employment  Condition: invite more employers to the campus 3. Improve learning environment  Condition: reduce faculty-student ratio
  • 9. Ranking Reputation
  • 10.  Where are the conversations happening?
  • 11. top universities in the world 1,600 searches every month
  • 12. Students Parents/mothers Journalists High Schools teachers Agents FairsAlumni Bloggers Associations Forums Rankings Professors PhD
  • 13. www.eastwestpr.com Bangalore | Beijing | Singapore | London OWNED Media EARNED Media PAID Media
  • 14. Between 1978 and 2011, China sent 2.25 million students abroad.  Where are the new conversations happening?
  • 15. Source: Caixin “China Becomes World's Top Source of Overseas Students” Between 2000 and 2010 the number of Chinese students abroad grew by 28.2% per year.
  • 16. • Case study
  • 17.  Oxford University: news releases - 10x month
  • 18.  Oxford University: Twitter - 10x week
  • 19.  Oxford University on Linkedin (277 million users)
  • 20.  Oxford University on Sina Weibo (500 million users)
  • 21.  Oxford University on Wechat (300 million users)  Contact  Official announcement  Events  Internship opportunities  Campus News
  • 22. Conclusion: Be familiar with ranking methodology Start with low hanging fruits Take control of your reputation
  • 23. Thank you Director, International London, UK christian@eastwestpr.com Mob: +44 (0)74 5370 6475 Christian Dougoud