Международные рейтинги вузов. Стратегия продвижения Университета 3.0
Qs wur 2013 ukraine
1. 08/10/2013
1
ted.Independent.Global.
5-100-2020
2 Октября 2013
Trust
Зоя Зайцева
QS
Украинские университеты в глобальных рейтингах:
ключевые проблемы и точки роста
ted.Independent.Global.
АУДИТОРИЯ QS
Trust
БУДУЩИЕ
СТУДЕНТЫ
ACADEMICS
PROSPECTIVE
PARTNERS
GOVERNMENT
ALUMNI
SCHOLARSHIP
PROVIDERS
CURRENT
STUDENTS
EMPLOYERS
UNIVERSITY
LEADERS
2. 08/10/2013
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ted.Independent.Global.
РОСТ ДОЛИ ИНОСТРАННЫХ
СТУДЕНТОВ 2000-2011
Worldwide
OECD
4.3m
Trust
G20 countries
Europe
North America
Oceania
2.1m
3 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Source: OECD and UNESCO Institute for Statistics for most data on non‐OECD countries.
ted.Independent.Global.
ОСНОВНЫЕ ТРУДНОСТИ
СТУДЕНТОВ СЕГОДНЯ
INCREASING
INCREASING
MORE
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INCREASING
COST
INCREASING
STUDENT
NUMBERS
INCREASING
INTERNATIONAL
STUDENT
NUMBERS
MORE
UNIVERSITIES
RECRUITING
INFORMATION
OVERLOAD!
EMPLOYER
SKILLS GAP
GENERIC
MARKETING
MESSAGES
4
LACK OF
INDEPENDENT
FILTERING TOOLS
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ted.Independent.Global.
ДХОД
Trust
НАШПОД
WORLD
CLASS
UNIVERSITY
A UNIQUE LENS
QS the only global ranking
7
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
ted.Independent.Global.
ACADEMIC
REPUTATION
EMPLOYER
REPUTATION
Trust
INT’L
FACULTY
FACULTY
STUDENT
CITATIONS
PER FACULTY
INT’L
STUDENTS
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ted.Independent.Global.
ОПРОСЫ ЭКСПЕРТОВ
СЕРЬЕЗНЫЙ
РОСТ
КОЛИЧЕСТВА
ОТВЕТОВ
ACADEMIC
20 20 2015,050 33,785 46,079
2062,084
Trust
EMPLOYER
20
10
20
11
20
125,007 16,744 25,564
GEOGRAPHI
C BALANCE
20
13
,
27,957
9
EMPHASIS
APPLIED
THROUGH
WEIGHTING
INT’L
RESPONSES
RESPONSES
EXCLUSIVE
TO SUBJECT
SPECIFIC
SUBJECT
RESPONSES
EMPLOYERS
TARGETING
SUBJECT
ted.Independent.Global.Trust
THE “Halo EffEct” (1920)
Essentially all models
are wrong, but some
are useful
10
GEORGE E.P. BOX
“Accidental Statistician”
1919-2013
6. 08/10/2013
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ted.Independent.Global.
РЕЗУЛЬТАТЫ 2013 В ЦИФРАХ
более более более более
Trust
3,000
Вузов
аудированы
15m
Посетителей
сайта
50m
Прочитало
результаты
800
Вузов
оценено
освещены в
500+
более
70k
Ответов
используются
9
правительств
отмечаем
10
11
медиа
Ответов
опросов
правительств
ами
В 2014
Академ.
Совет из
30
человек
4
Украинских
вуза
более
100
Новых вузов
ted.Independent.Global.
2013-2014: TOП 20
1 MASSACHUSETTS INSTITUTE OF TECHNOLOGY (MIT) 1
2 HARVARD UNIVERSITY 2
Trust
3 UNIVERSITY OF CAMBRIDGE 3
4 UCL (UNIVERSITY COLLEGE LONDON) 4
5 IMPERIAL COLLEGE LONDON 5
6 UNIVERSITY OF OXFORD 6
7 STANFORD UNIVERSITY 7
8 YALE UNIVERSITY 8
9 UNIVERSITY OF CHICAGO 9
10= CALIFORNIA INSTITUTE OF TECHNOLOGY (CALTECH) 10
10= PRINCETON UNIVERSITY 11
12 ETH ZURICH (SWISS FEDERAL INSTITUTE OF TECHNOLOGY) 1212 ETH ZURICH (SWISS FEDERAL INSTITUTE OF TECHNOLOGY) 12
13 UNIVERSITY OF PENNSYLVANIA 13
14 COLUMBIA UNIVERSITY 14
15 CORNELL UNIVERSITY 15
16 JOHNS HOPKINS UNIVERSITY 16
17= UNIVERSITY OF EDINBURGH 17
18= UNIVERSITY OF TORONTO 18
19= ECOLE POLYTECHNIQUE FÉDÉRALE DE LAUSANNE (EPFL) 19
19= KING'S COLLEGE LONDON (KCL) 20
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СРЕДНЕЕ ИЗМЕНЕНИЕ
ПОЗИЦИЙ ПО ГРУППАМ
25
2010 2011 2012 2013
Trust
7.5
10
15
20
25
HIFTINPOSITION
13 0
5
0
50 100 200 300 400 500
AVGS
RANKED WITHIN
ted.Independent.Global.
БЕГ НА МЕСТЕ
СРЕДНИЙ FTE–ЭКВИВАЛЕНТ:
ИНОСТРАННЫЕ СТУДЕНТЫ
5,500
Top 100 Top 200 Top 300 Top 400 Top 500
Trust
3,000
3,500
4,000
4,500
5,000
,
RNATIONALSTUDENTS
22.8%
increase in
three years
14 1,000
1,500
2,000
2,500
2010 2011 2012 2013
AVG.FTEINTE
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ted.Independent.Global. БЕГ НА МЕСТЕ
СРЕДНЕЕ КОЛИЧЕСТВО ОПУБЛИКОВАННЫХ
СТАТЕЙ - SCOPUS
30,000
Top 100 Top 200 Top 300 Top 400 Top 500
Trust
20,000
25,000
,
SPUBLISHED-SCOPUS
15.4%
increase in
two years
15 5,000
10,000
15,000
2011 2012 2013
AVG.PAPERS
ted.Independent.Global.
УКРАИНСКИЕ ВУЗЫ В
QS WORLD UNIVERSITY RANKINGS
2013
Академическая репутация: Улучшение
Trust
только у Шевченко
Соотношение студентов и ППС: Ухудшение
Индекс цитирования: Ухудшение
Иностр. студенты: Ухудшение
Иностр сотрудники: УхудшениеИностр. сотрудники: Ухудшение
Мнение работодателей: Улучшение
только у Шевченко
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ted.Independent.Global.
УКРАИНЦЫ В QS WORLD
UNIVERSITY RANKINGS 2013
Аудировано 20 вузов
Trust
Вошли в рейтинг 4
17
ted.Independent.Global.
УКРАИНСКИЕ ВУЗЫ В
QS WORLD UNIVERSITY RANKINGS
2013
Trust
18
11. 08/10/2013
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ОБЩИЕ НАБЛЮДЕНИЯ
-8.7% - среднее изменение в пятилетнем
а а зе о б о а с а ей
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анализе опубликованных статей
-14.5% - среднее изменение в индексе
цитирования (на ППС)
7.9% - ср. рост доли самоцитирований
-20.4% - ср. изменение в пятилетнем0 % ср з е е е е е
анализе набранных цитирований
(исключая самоцитирования)
8 – средний рост количества
иностранных преподавателей21
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НОВЫЙ ПОДХОД К ОЦЕНКЕ ПО
ОБЛАСТЯМ ЗНАНИЙ
Trust
22
13. 08/10/2013
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ted.Independent.Global. QS Subject Rankings - методология
ENGLISH
LINGUISTICS
PHILOSOPHY
LANGUAGES
HISTORY
SOCIOLOGY
EDUCATION
Trust
GEOGRAPHY
STATISTICS
ACCOUNTING & FINANCE
POLITICS
ECONOMICS
CIVIL ENGINEERING
PSYCHOLOGY
LAW
COMMUNICATION
AGRICULTURE
ENVIRONMENTAL
SCIENCES
COMPUTER SCIENCECOMPUTER SCIENCE
CHEMICAL ENGINEERING
ELECTRICAL ENGINEERING
MECHANICAL
ENGINEERING
CHEMISTRY
MATHEMATICS
PHYSICS
BIOLOGY
EARTH SCIENCES
MEDICINE
MATERIALS SCIENCE
PHARMACY
ACADEMIC
EMPLOYER
CITATIONS
Hhttp://www.iu.qs.com/university-rankings/subject-tables/
ted.Independent.Global.
English Language & Literature Biological Sciences Physics & Astronomy
1 Saint-Petersburg State University 1 Lomonosov Moscow State University 1 Lomonosov Moscow State University (101-150)
2 Tomsk Polytechnic University 2 Saint-Petersburg State University 2 State University of Nizhni Novgorod
3 Kazan Federal University 3 Novosibirsk State University 3 Saint-Petersburg State University
4 Chernyshevsky Saratov State University 4 Kazan Federal University 4 Novosibirsk State University
5 State University of Nizhni Novgorod 5 Tomsk State University 5 Bauman Moscow State Technical University
History Medicine Accounting & Finance
ТОП ПЯТЬ НА РАДАРЕ - РОССИЯ
Trust
History Medicine Accounting & Finance
1 Kazan Federal University 1 Lomonosov Moscow State University 1 Lomonosov Moscow State University
2 Lomonosov Moscow State University 2 Kazan Federal University 2 Saint-Petersburg State University
3 Novosibirsk State University 3 Novosibirsk State University 3 Bauman Moscow State Technical University
4 Saint-Petersburg State University 4 Saint-Petersburg State University 4 State University Higher School of Economics
(HSE)
5 Bauman Moscow State Technical University 5 Tomsk State University 5
Linguistics Pharmacy & Pharmacology Communication & Media Studies
1 Lomonosov Moscow State University 1 Lomonosov Moscow State University (151-200) 1 Lomonosov Moscow State University (101-150)
2 Saint-Petersburg State University 2 Saint-Petersburg State University 2 Kazan Federal University
3 Tomsk State University 3 Bauman Moscow State Technical University 3 Saint-Petersburg State University
4 Ural Federal University 4 St. Petersburg State Politecnical University 4 Tomsk State University
5 Voronezh State University 5 Tomsk Polytechnic University 5 Ural Federal University
M d L P h l Ed iModern Languages Psychology Education
1 Lomonosov Moscow State University (101-150) 1 Lomonosov Moscow State University 1 Kazan Federal University
2 Saint-Petersburg State University 2 Saint-Petersburg State University 2 Lomonosov Moscow State University
3 European University at St Petersburg 3 Tomsk State University 3 Novosibirsk State University
4 Samara State University 4 People's Friendship University of Russia 4 Saint-Petersburg State University
5 Voronezh State University 5 Southern Federal University (SFedU) 5 Tomsk State University
Philosophy Chemistry Economics & Econometrics
1 Kazan Federal University 1 Lomonosov Moscow State University 1 Kazan Federal University
2 Lomonosov Moscow State University 2 Saint-Petersburg State University 2 Lomonosov Moscow State University
3 Saint-Petersburg State University 3 Novosibirsk State University 3 Novosibirsk State University
4 Petrozavodsk State University 4 Ural Federal University 4 Saint-Petersburg State University
5 State University of Nizhni Novgorod 5 Kazan Federal University 5 Tomsk State University
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ted.Independent.Global. Варианты названий вузаTrustted.Independent.Global.
Рекомендованные эксперты
Работодатели
Trust
Компания, страна, сектор, должность, ФИО, контакты
Академические эксперты
Университет, страна, департамент, должность, ФИО, контакты
Необходимо получать разрешение на рекомендацию
контакта. Предоставление контакта не гарантирует
его приглашение к участию в опросе!
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ted.Independent.Global.
КЛЮЧЕВЫЕ ЗОНЫ ИЗМЕНЕНИЙКЛЮЧЕВЫЕ ЗОНЫ ИЗМЕНЕНИЙ
Представление вуза на международном уровне:
B2B и В2С мероприятия:
Г
Trust
Говорить и слушать
Держать связь
Создание и управление релевантных баз данных
Коммуникация с внешним миром:
Сайт вуза
С Социальные сети
Работа с прессой
Работа с выпускникамии
Life‐long learning
Intellectual property of QS, 2012
ted.Independent.Global.
КЛЮЧЕВЫЕ ЗОНЫ ИЗМЕНЕНИЙКЛЮЧЕВЫЕ ЗОНЫ ИЗМЕНЕНИЙ
Узнавание в академическом сообществе:
Создании пула экспертов, знакомых с регионом и вузом
б й
Trust
Репутация среди работодателей :
Постоянная работа с карьерными центрами и
ассоциациями выпускников
Создании пула экспертов, знакомых с регионом
Научно‐исследовательские публикации:
А Аудит вариантов названия и регламент стандартов
Поощрение ППС на самоотчетность по публикациям и
мониторингу индекса цитирования
Работа с библиометрическими базами
Intellectual property of QS, 2012
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ted.Independent.Global. ИНФОРМАЦИОННЫЕ КАНАЛЫ
Social
networks
Fairs
Email
marketing
Posters &
billboards
CRM
Trust
Студент
Профессор
Работодатель
Print
advertising
Rankings
BrochuresAlumni
Branding
Scholarship
s
Websites
Agents
Blogs
Forums
Parents
Intellectual property of QS, 2013
ted.Independent.Global.
Репутация важна для всех участников процесса:
РЕПУТАЦИЯ И УЗНАВАЕМОСТЬ
Trust
Лучшие профессора
Сильнейшие студенты
Рекрутирующие компании
Лояльные выпускники
Intellectual property of QS, 2013
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ted.Independent.Global.
Усиление позитивного имиджа
Анализ своих сильных и слабых сторон (Gap
analysis)
ФОРМИРОВАНИЕ ВОСПРИЯТИЯTrust
y )
Улучшение качества ППС: нового и имеющегося
Мониторинг и PR достижений
Оценка и поддержка исследовательских проектов:
PR, публикации, финансовая и ресурсная
поддержка, гранты, награды
Идентификация “talking heads”
Интернационализация
Программ, сотрудников, студентов, проектов
Intellectual property of QS, 2013
ted.Independent.Global.
КЛЮЧЕВЫЕ B2C МЕРОПРИЯТИЯ ОТРАСЛИ
Межгосударственные соглашения – например,
пекинская выставка
Trust
Выставки по прямому рекрутингу студентов –
Begin, QS World Grad School Tour
www.TopUniversities.com
Требования:
Стенд или стол
Семинар, панельная дискуссия, презентация
Информационная кампания
Доступ к базе данных зарегистрированных
кандидатов - !
Intellectual property of QS, 2013
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ted.Independent.Global. КЛЮЧЕВЫЕ B2B МЕРОПРИЯТИЯ ОТРАСЛИ
Going Global, NAFSA, EAIE, IREG, QS-APPLE, MoveOn,
Шанхайская конференция, European Commission, etc.
Trust
QS-APPLE - Аналог NAFSA в Азии
3 дня семинаров, практических сессий и дискуссий
35 параллельных и 2 пленарных сессии, В2В
выставка
Охватываемые темы: Интернационализация,
Совместные исследовательские проекты РекрутингСовместные исследовательские проекты, Рекрутинг,
Программы студ. и профессорского обмена и т.д.
2013 год – 30 Октября - 1 Ноября, Корея
Intellectual property of QS, 2013
ted.Independent.Global.
КАК КАПИТАЛИЗИРОВАТЬ СВОЕ УЧАСТИЕ
Доступ к зарегистрировавшимся
Продвижение через соц сети - заранее
Trust
Пиар отдельных программ, а не просто
вуза
Привлечение выпускников
Выступление – активное участие
Отчет по возвращении общая база Отчет по возвращении, общая база
Четкие лейблы каждого контакта
Письма новым контактам сразу же!
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ted.Independent.Global.
Должен отображать:
o Главную миссию – традиционное и не только обучение
Исследовательскую миссию страницы научных центров школ
Сайт – лицо вуза, место публикации общей и
детальной информации
Trust
o Исследовательскую миссию – страницы научных центров, школ,
исследователей.
Качественное содержание:
o Портал журналов и исследований
o Медиа - видео, вебинары, виртуальные туры, etc.
o Репозиторий данных и веб архив
o Социальные проекты вуза
43
o Социальные проекты вуза
Международный аспект:
o Многоязычные версии
o Справочники для иностранных студентов и профессоров
o Интуитивная структура и поиск на всех языках
Intellectual property of QS, 2013
ted.Independent.Global.
САЙТЫ – ЛУЧШАЯ ДОМАШНЯЯ СТРАНИЦА
Trust
www.edustyle.net
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ted.Independent.Global.
-ЧЕТКИЙ «CALL FOR ACTION»
-ПОНИМАНИЕ ЦЕЛЕВОЙ АУДИТОРИИ
Требования к сайтуTrust
Ц Д
-ИНТУИТИВНЫЙ ПУТЬ ПОЛЬЗОВАТЕЛЯ
-ИНТЕРАКТИВНОСТЬ
-«ПЕРСОНАЛИИ»
- ВОЗМОЖНОСТЬ ДИАЛОГА
ted.Independent.Global.Trust
46
Ladies and gentlemen… [insert appropriate introduction] International university rankings have been around almost a decade and are amongst the most anticipated media releases in international higher education. Since their inception in 2003, the number of students studying outside their home country has increased by over a million and the ways in which they communicate and research study decisions bears little resemblance now to what it did then. To put things in perspective, Facebook was launched in 2004, YouTube in 2005 and Twitter in 2006. These are now central tools, amongst others, being used by institutions to get their messages to prospective international students. From the students’ perspective, they are beset on all sides by information from institutions trying to attract them to their university whilst what they need is an independent voice a picture on the offered opportunity that is not compiled by the organisation offering, and in some cases profiting from, that opportunity. Rankings go some way to assist that, and despite their limitations, they are a significant force for performance improvement in higher education world wide, but they are limited. Limited by the global availability of data which needs to be there for the majority of institutions in order to compile a ranking. This makes it impossible to use many good measures of student experience or facilities and inevitably results in international university rankings placing a particularly heavy emphasis on research. For a prospective international student today, this makes them interesting, but insufficient.
QS Stars participants are now based in 24 countries around the world and over 100 institutions are now taking part including King’s College London, KTH Royal Institute of Technology in Sweden, Queensland University of Technology, Tec de Monterrey and many others. In Taiwan, National Chengchi University is the first QS Stars participant.
UK – strong growth in international students and citations Korea – big gains and a sixth university in the top 200 China – 14 of the top 100 most productive universities in the world
Ladies and gentlemen… [insert appropriate introduction] International university rankings have been around almost a decade and are amongst the most anticipated media releases in international higher education. Since their inception in 2003, the number of students studying outside their home country has increased by over a million and the ways in which they communicate and research study decisions bears little resemblance now to what it did then. To put things in perspective, Facebook was launched in 2004, YouTube in 2005 and Twitter in 2006. These are now central tools, amongst others, being used by institutions to get their messages to prospective international students. From the students’ perspective, they are beset on all sides by information from institutions trying to attract them to their university whilst what they need is an independent voice a picture on the offered opportunity that is not compiled by the organisation offering, and in some cases profiting from, that opportunity. Rankings go some way to assist that, and despite their limitations, they are a significant force for performance improvement in higher education world wide, but they are limited. Limited by the global availability of data which needs to be there for the majority of institutions in order to compile a ranking. This makes it impossible to use many good measures of student experience or facilities and inevitably results in international university rankings placing a particularly heavy emphasis on research. For a prospective international student today, this makes them interesting, but insufficient.
Ladies and gentlemen… [insert appropriate introduction] International university rankings have been around almost a decade and are amongst the most anticipated media releases in international higher education. Since their inception in 2003, the number of students studying outside their home country has increased by over a million and the ways in which they communicate and research study decisions bears little resemblance now to what it did then. To put things in perspective, Facebook was launched in 2004, YouTube in 2005 and Twitter in 2006. These are now central tools, amongst others, being used by institutions to get their messages to prospective international students. From the students’ perspective, they are beset on all sides by information from institutions trying to attract them to their university whilst what they need is an independent voice a picture on the offered opportunity that is not compiled by the organisation offering, and in some cases profiting from, that opportunity. Rankings go some way to assist that, and despite their limitations, they are a significant force for performance improvement in higher education world wide, but they are limited. Limited by the global availability of data which needs to be there for the majority of institutions in order to compile a ranking. This makes it impossible to use many good measures of student experience or facilities and inevitably results in international university rankings placing a particularly heavy emphasis on research. For a prospective international student today, this makes them interesting, but insufficient.
Усиление positive visibility: a) Conduct a current perception study; b) Establish the desired perception and conduct a gap analysis; c) Know the strengths of your resources; d) Continuous assessment of the impact of marketing and PR Increase the Quality of Faculty Hiring and Build the University’s Reputation Around the Quality and Accomplishments of its Faculty: a) Fund a pilot project ($100K) in a targeted college or dept to increase reputation nationally and internationally; b) Support for new research to maximize the sharing of their research and scholarship; c) increase the public recognition of given dept with a comprehensive plan; d) Measure faculty achievement and publicize the results; e) Provide support for faculty to engage in activities that increase their opportunity to receive faculty awards. Increase the Number and Quality of Student Applications Through an Increase in Reputation. This Will Have the Effect of Further Increasing the Reputation. A) Analyze marketing materials based on the gap survey; b) Redesign the materials and messages; c) implement a culture of continuous assessment of the impact of marketing and PR. Increase alumni support through improved communication: Выпускники: Университет – это life-long experience. Поддержка контактов с выпускниками – ваш залог сильных кандидатов в будущем.
Thank you and for more information on QS Stars, please contact the QS Intelligence Unit directly, or Mandy Mok in our Singapore office.
