University Rankings:
Improvement Strategies on
Marketing & Branding
VNU – INFEQA Workshop
26th March 2013
Ms Mandy Mok
Managing Director
QS Asia Quacquarelli Symonds Pte Ltd
About me…
 Managing Director of QS Asia with responsibilities for Asia Pacific, Middle East &
Africa since 2002
 Masters Degree in Strategic Marketing & Advertising from the University of
Wollongong and a Bachelors Degree in Graphic Design from the UK
 Decade of experience in the higher education sector, following a successful career in
advertising and marketing as an entrepreneur
 Responsible for launching high profile academic conferences
(QS APPLE, QS MAPLE, QS WorldClass, QS in conversation) and
publications (Showcase, WOW, Top Universities Guides)
 Deep understanding of over 200 universities in the region and gaining powerful
insight into current realities and future requirements
About QS
 Founded in 1989 by Nunzio Quacquarelli
 London-based company with offices in Singapore, Beijing, New York, Paris,
Stuttgart, Sydney, Johannesburg, Spain, Washington DC
 QS operates its regional headquarters in Singapore, catering to Asia,
Middle East & Africa
 Producer of the QS World University Rankings and Asian University Rankings
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700 institutions now included in the QS World University Rankings®
QS Asian University Rankings (Top 200 Asian Universities)
QS World University Rankings® by Subject - 29 subjects
QS University Rankings - Latin America
QS Top 50 Under 50
QS Stars rating system – over 120 institutions rated globally
QS Best Student Cities
QS University Ranking – Middle East (watch this space!)
2003
Shanghai Rankings emerge
2004
QS (initially with THES) and Webometrics Rankings launched
2005
Employer component added to QS ranking
2007
HEEACT ranking published for the first time
2009
QS University Rankings: Asia launched
2010
URAP rankings begin
2010
Times Higher Education go their own way
October 2011
QS University Rankings: Latin America launch
February 2012
QS Best Student Cities published
June 2012
Improved subject tables extended to embrace 29 disciplines
Improvement Strategy: Facing the Competition
What is important for your university to succeed
in the next decade or so?
 Marketing
 Positioning
 Branding
 Strategy
Marketing
Marketing
Remarkable Quotes
Marketing in practice
 Promoting yourself to attract students, faculty and partners for joint
programs and research, student exchange etc.
 Flagship Programs
 Offering what students need and want – now and in the future
Case Studies:
 Hong Kong University of Science & Technology (HKUST)
 Tokyo University
 Nanyang Technological University, Singapore (NTU)
 University of New South Wales (UNSW)
Marketing in practice – Case Study of HKUST
Hong Kong University of Science & Technology (HKUST)
introduced a flag-ship program in partnership with
Kellogg School of Management, Northwestern University
Marketing in practice – Case Study of Tokyo University
Marketing in practice – Case Study of NTU
Nanyang Technological
University (NTU) created a
campaign to promote the
spirit of entrepreneurship
for their convocation
ceremony.
This was an unusual
marketing campaign
because in the past
universities tend to
promote corporate careers.
This created quite an
impact in Singapore!
Marketing in practice – Case Study of UNSW
Branding
Branding
Remarkable Quote
Branding in practice
 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 relates to how a university differentiates itself
Case Study:
 General universities from around the world
 Nanyang Technological University (NTU) & University of Johannesburg (UJ)
Branding in practice – Case Study of universities
Branding in practice – Case Study of NTU & UJ
NTU Singapore & University of Johannesburg are co-hosting the
3rd QS MAPLE Conference in Johannesburg in May 2013
This is another example of how a university in Asia is collaborating
with a South African university to create a global brand name
beyond its shores
Positioning
Positioning
Remarkable Quote
Positioning in practice
 Top-of-mind recall determines your success
 New words – Google, Hoover, Xerox
 Optimizing a university’s rankings, image and excellence
Case Study:
 MIT
for Engineering
 Harvard
for Medicine
 KAIST
for Science & Technology
 QS
for Rankings
Strategy
Strategy
Remarkable Quote
Strategy in practice
 Strategy is your game plan for getting to where you want to go
 Find your USP and exploit it
 Strategy relates to universities’ objectives…this covers recognition, rankings,
ratings, student recruitment, staff hiring, international partnerships and
international curriculum development etc.
 Be different. Be unique so that you can stand out among your competition.
Case Study:
 Hong Kong University of Science & Technology (HKUST)
 SKKU
 Chung-Ang University (CAU)
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.
Strategy in practice – Case Study of CAU
Chung-Ang University (CAU) is renowned in the areas of Media
and the Arts. Many might not know, but CAU produces the largest
number of K-POP artists.
Global visibility
from QS
Participate in international events
The Prime Conference and Exhibition for Top
International Educators in Asia, Europe, America
and Australasia
Theme: Helping to build world-class universities for Asia Pacific
communities through global partnership and collaboration
30th October – 1 November, 2013
Seoul, Korea
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QS-APPLE 2014 - Taipei (hosted by Taipei Medical University)
QS-APPLE 2015 - Melbourne Convention & Visitor Bureau
QS-APPLE 2016 - (Available for co-hosting)
QS-APPLE 2017 – Taichung (hosted by China Medical University)
QS-APPLE 2018 - Seoul (hosted by Chung Ang University)
Co-hosted by
Look out for recognition
through awards!
Award Categories: Gold, Silver & Bronze for each of the following categories:
• Most Creative Corporate Institution Video
• Best International Student Recruitment Brochure
2012 Overall Winner
Russia
2012 Gold – Print
Russia
• Best International Print Advertisement
• Best International Website Page
2012 Gold – Video
Russia
2012 Gold – Website 2012 Gold – Brochure
Thailand
United Kingdom
www.qsapple.org
Go beyond your home boundary!
Be the first mover to connect with educators in the
Middle East and African region for strategic alliances
Theme:
To provide a forum that promotes the development of higher
education and stimulate international partnerships in the
Middle East and Africa, leading to greater worldwide recognition in
the global context.
7th & 8th May 2013
Johannesburg, South Africa
Co-hosted by
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QS-MAPLE 2014 – Abu Dhabi (hosted by Khalifa University)
www.qsmaple.org
Engage & Empower!
Where leaders in higher education come
together
• Networking with like-minded peers
• By invitation only – 2 delegates per university
• Modeled after the corporate networking lifestyle
Co-hosted by
1 - 3 April 2013 • Taipei, Taiwan
Who should attend
• University Presidents, Chancellors, Vice Chancellors, Rectors, Deans
• Senior Advisers and key decision makers
• Government policy makers, Education Ministries
2014 – Durban, South Africa (hosted by UKZN)
2015 – Phuket, Thailand (hosted by Mahasarakham University)
2016 – Sentosa, Singapore (hosted by NTU)
2017 – Taipei, Taiwan (hosted by NTUT)
www.qsworldclass.com
Go beyond your home market!
Transforming Higher Education in the Arab World
Why you should attend
Roundtable forum to discuss and debate on the future
of higher education in the Arab World and how to
create a better, brighter education system
9th – 10th June, 2013
Irbid, Jordan
Co-hosted by
Jordan University of Science & Technology
www.qsmaple.org
Showcase-Asia, Middle East & Africa
(Showcase-AMEA)
An exclusive top-level presentation of the workings
of Asia, Middle East & Africa’s best universities
 The ONLY and most targeted and prestigious print &
online medium for Presidents to share their vision,
mission and research breakthroughs with like-minded
peers
 Designed to celebrate the Asian, Middle Eastern &
African universities‘ success and raise their profiles to
the next level of visibility in the international arena
View the eShowcase-AMEA online at
http://www.qsshowcase.com/
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:
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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 20 Middle Eastern Universities
Top 20 Indian Universities
Also to:
 Heads of state of G20 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
http://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
http://www.qsnews2wow-u.com/
REGIONAL CIRCULATION BREAKDOWN OF QS NEWS-2-WOW-U NEWSLETTER
A complimentary copy is sent to ALL Presidents of ALL the universities listed below:
ASIA - 2,568 universities
Bangladesh
Brunei
Bhutan
Cambodia
China
Hong Kong
India
Indonesia
Japan
Laos
Macau
Malaysia
Mongolia
Myanmar
Nepal
Pakistan
Philippines
SIngapore
South Korea
Sri Lanka
Thailand
Taiwan
Vietnam
MIDDLE EAST - 655 universities
68 Algeria
11
7 Armenia
3 Azerbaijan
25 Bahrain
656Egypt
48
9 Georgia
325Iran
75 Iraq
528Israel
2 Jordan
Kuwait
8 Lebanon
Libya
9
12 Morocco
14
8 Oman
55 Palestinian
5 Qatar
85 Saudi Arabia
121United Arab Emirates
5 Yemen
211
25
143
136
56
12
21
19
35
188
32
7
40
8
36
20
24
9
46
44
11
AFRICA - 485 universities
Angola
Benin
Botswana
Burkina Faso
Burundi
Cameroon
Cape Verde
Chad
Cote d’Ivoire
Republic of Congo
Djibouti
Egypt
Eritrea
Ethiopia
Gabon
Gambia
Ghana
Guinea
Guinea-Bissau
Kenya
Lesotho
Liberia
8
AMERICA & EUROPE
Madagascar
Malawi5
Mali 3
Mauritania
3
Mauritius
4
Mozambique
10
Namibia
6
Niger 2
Nigeria4
Rwanda
10
Senegal
1
Sierra 47
Leone
Somalia
1
South 23
Africa
Sudan2
Swaziland
1
Tanzania
47
Togo 2
Tunisia
1
Uganda
50
Zambia
1
3
Zimbabwe
9
4
1
1
3
12
3
2
72
11
5
2
25
22
34
1
19
2
12
25
Top 500 universities from the
QS World University Rankings
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TOTAL: 4,208 universities
 E-edition to half a million educators worldwide
 Available as free app to over 100 million Apple iPad users worldwide
View the eNewsletter online at
http://www.qsnews2wow-u.com/
The Official Guide for the QS World University Rankings
• English
(over 500,000 readership)
• Chinese (over 100,000 readership)
In over 72 countries
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, including QS WUT Tour
Others:
 Education journalists and editors of selected international media
 Selected advisers in government ministries, agencies
 Selected international graduate employers
 Selected libraries in major cities
 Available as free app to over 100 million Apple iPad users worldwide
www.qstopuniversitiesguide.com
The Official Guide for the QS World University Rankings
• English
(over 500,000 readership)
• Chinese (over 100,000 readership)
In over 72 countries
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, including QS WUT Tour
Others:
 Education journalists and editors of selected international media
 Selected advisers in government ministries, agencies
 Selected international graduate employers
 Selected libraries in major cities
 Available as free app to over 100 million Apple iPad users worldwide
www.qstopuniversitiesguide.com
The Official Guide for the QS World University Rankings
• English
(over 500,000 readership)
• Chinese (over 100,000 readership)
In over 72 countries
www.qstopuniversitiesguide.com
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
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.
Food for thought…
“Blue Ocean Strategy”
Government Initiatives for Higher Education
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Taiwan:
Excellence Initiative (5 Years, NT$50b)
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Thailand:
National Research Universities Project (9 universities)
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South Korea: Brain Korea 21
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China:
Project 211 (113 universities)
Project 985 (39 universities)
C9 League (9 universities)
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Singapore:
Global Schoolhouse
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Japan:
Global 30 Project (13 universities)
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Vietnam:
New Model University
Summary
Summary:
 Focus on your strengths and niche market
 Don’t compete with well-developed schools
 Non-conventional courses like Arts and Design is a good start
 Use your strength, target a niche market for “top-of-mind” recall
 Be seen and exposed
 Promote your ‘brand’ regularly through all possible mediums
 Host various events and conferences to attract publicity
 More public speaking
 Participate in international higher education events
 NAFSA in U.S.A., EAIE in Europe
 QS APPLE, QS MAPLE, QS WorldClass, QS in conversation
 QS World MBA Tour, World Grad School Tour, World University Tour
Summary:
 Promote through specialist publications
 Chronicle, Higher Education News
 QS Showcase, QS News-2-WOW-U, QS Top Universities Guide, QS Top MBA Career
Guide etc
 Track your university’s institutional development
 Engage external accreditation bodies to review your university independently
 Partner a global market leader
 Find your ideal partner that already has immense international exposure
 Develop joint programs and degrees which will put you in the spotlight quickly
THANK YOU
Mandy Mok
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