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Strengthening universities' reputation in the global educational community
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How can BRICS universities move up the global university rankings?By Christian DougoudEASTWEST PR - London www.eastwestpr.com
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EASTWEST Public RelationsPublic Relations services in Asia since 1995Bangalore | Beijing | London | Singapore
www.eastwestpr.comChristian Dougoud, Director+44 (0)7453706475 [email protected]
Promoting Higher Education in Asia
since 1995
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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.
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Client Portfolio
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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.
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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).
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MethodologyQS 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.
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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
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Ranking Reputation
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Where are the conversations happening?
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top universities in the world
1,600 searches every month
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Students
Parents/mothers Journalists
High Schools teachers
Agents
FairsAlumniBloggers
Associations
Target groups
Forums
Rankings
Professors
PhD
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www.eastwestpr.com
Bangalore | Beijing | Singapore | London
OWNEDMedia
EARNEDMedia
PAIDMedia
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Between 1978 and 2011, China sent 2.25 million
students abroad.
Where are the new conversations happening?
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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.
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Case study
How Oxford University communicates
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Oxford University: news releases- 10x month
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Oxford University: Twitter- 10x week
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Oxford University on Linkedin (277 million users)
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Oxford University on Sina Weibo (500 million users)
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Oxford University on Wechat (300 million users)
Contact Official announcement Events Internship opportunities Campus News
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Conclusion:Be familiar with ranking methodology
Start with low hanging fruitsTake control of your reputation
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Thank you
Director, InternationalLondon, [email protected] Mob: +44 (0)74 5370 6475
Christian Dougoud