A World of Opportunities Connecting you to the world

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1 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 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 Mandy Mok Managing Director (Asia, Middle East & Africa) QS Asia Quacquarelli Symonds Pte Ltd Singapore

2 To enable MOTIVATED PEOPLE around the to achieve their POTENTIAL by fostering INTERNATIONAL MOBILITY EDUCATIONAL ACHIEVEMENT and CAREER DEVELOPMENT

3 May I introduce myself Managing Director of QS Asia with responsibilities for Asia Pacific, Middle East & Africa (AMEA) since 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.

4 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

5 What we do 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

6 About This Presentation Understanding of the QS Ranking System Branding and Marketing Strategies & Case Studies External Strategies Internal Strategies

7 Understanding the QS Ranking System

8 2003 Shanghai Rankings published 2005 Employer survey added to QS Rankings 2009 QS Asian University Rankings launched 2010 Times Higher Education go their own way 2012 QS Best Student Cities + Top 50 Under 50 launched 2013 QS is the first ranking to get IREG approval 2004 QS (with THES) & Webometrics launched 2007 HEEACT rankings launched 2010 URAP Rankings launched 2011 QS Latin American University Rankings & Subject Rankings (26 disciplines launched) 2012 Subject rankings extended to 29 disciplines The Rankings Landscape

9 A UNIQUE LENS QS the only global ranking authority to consider it World Class University Central to the life goals of most prospective students An essential inclusion in every QS assessment

10 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

11 Academic Reputation Faculty Student Citations per Faculty 20% 20% 40% Employer Reputation 10% International Faculty 5% International Students 5%

12 OVER 3,000 UNIVERSITIES CONSIDERED OVER 800 UNIVERSITIES RANKED OVER 15m DIRECT WEB VISITORS OVER 50m TOTAL WEB VISITORS COVERED IN 500+ MAJOR MEDIA OUTLETS OVER 30 ACADEMIC ADVISORS OVER 62K ACADEMIC RESPONDENT S LED BY 50+ YEARS RANKING EXPERIENCE OVER 27K EMPLOYER RESPONDENT USED S BY OVER 9 NATIONAL GOVERNMENT S RUN FOR 10 YEARS IN 2013 OVER 100 NEW ENTRIES IN 2013

13 Indicator Institution Name (39 universities 2 increased, 3 static, 30 dropped, 4 new) THE UNIVERSITY OF TOKYO 35= 35 = KYOTO UNIVERSITY OSAKA UNIVERSITY TOKYO INSTITUTE OF TECHNOLOGY 75= 75= = TOHOKU UNIVERSITY 99= 86 NAGOYA UNIVERSITY KYUSHU UNIVERSITY 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 = CHIBA UNIVERSITY TOKYO UNIVERSITY OF SCIENCE

14 Indicator Institution Name (39 universities 2 increased, 3 static, 30 dropped, 4 new) = KANAZAWA UNIVERSITY OKAYAMA UNIVERSITY TOKYO METROPOLITAN UNIVERSITY YOKOHAMA CITY UNIVERSITY KUMAMOTO UNIVERSITY NAGASAKI UNIVERSITY OSAKA CITY UNIVERSITY TOKYO UNIVERSITY OF AGRICULTURE AND TECHNOLOGY GIFU UNIVERSITY NIIGATA UNIVERSITY N/A OSAKA PREFECTURE UNIVERSITY N/A GUNMA UNIVERSITY RITSUMEIKAN UNIVERSITY N/A YAMAGUCHI UNIVERSITY YOKOHAMA NATIONAL UNIVERSITY AOYAMA GAKUIN UNIVERSITY

15 Indicator Institution Name (39 universities 2 increased, 3 static, 30 dropped, 4 new) DOSHISHA UNIVERSITY KAGOSHIMA UNIVERSITY OCHANOMIZU UNIVERSITY SAITAMA UNIVERSITY N/A SHINSHU UNIVERSITY TOKAI UNIVERSITY N/A N/A HITOTSUBASHI UNIVERSITY

16 Academic Reputation Faculty Student Papers per Faculty 20% Citations per Paper 15% 15% 30% Employer Reputation 10% International Indicators - International Students 2.5% - International Faculty 2.5% - Inbound Student Exchange 2.5% - Inbound Student Exchange 2.5% 10%

17 Indicator Institution Name (71 universities 11 increased, 13 static, 46 dropped, 1 new) 9 8 The University of Tokyo = Kyoto University = Tokyo Institute of Technology Osaka University Tohoku University = Nagoya University Kyushu University Hokkaido University Keio University University of Tsukuba Kobe University Waseda University Hiroshima University Tokyo Medical and Dental University Chiba University Kanazawa University Tokyo University of Agriculture and Technology Osaka City University Tokyo University of Science Okayama University

18 Indicator Institution Name (71 universities 11 increased, 13 static, 46 dropped, 1 new) Tokyo Metropolitan University Kumamoto University Yokohama City University Nagasaki University Niigata University 114 N/A N/A Hitotsubashi University Osaka Prefecture University 121= 132 Saitama University 125= 117 Yokohama National University Gunma University 129= 108 Gifu University Shinshu University 135= Kagoshima University 137= 133 University of Miyazaki Yamaguchi University 143= 142 Tokai University Toyota Technological Institute Kitasato University Mie University Sophia University

19 Indicator Institution Name (71 universities 11 increased, 13 static, 46 dropped, 1 new) Ochanomizu University Shizuoka University Yamagata University = Gakushuin University International Christian University Kyoto Institute of Technology Kyoto University of Education Nara Women's University Saga University Kinki University (Kindai University) Ritsumeikan University Kochi University Akita Prefectural University = Doshisha University Hirosaki University Iwate University = Japan Women's University Kyushu Institute of Technology Meiji University = Nihon University

20 Indicator Institution Name (71 universities 11 increased, 13 static, 46 dropped, 1 new) = Rikkyo University The University of Shimane = Akita International University Aoyama Gakuin University = Chuo University Future University Hakodate = Gunma Prefectural Women's University = Kwansei Gakuin University Kyoto Women's University = Sojo University Yamaguchi Prefectural University

21 Branding & Marketing

22 Improvement Strategy: Facing the Competition What is important for your university to succeed in the next decade or so? Marketing Branding 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

23 Marketing

24 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)

25 Marketing in practice Case Study of Tokyo University Promoting your institution creatively to attract students, faculty etc

26 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.

27 Branding

28 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)

29 Branding in practice Case Study of NTU & UJ NTU Singapore & University of Johannesburg co-hosted the 3 rd QS MAPLE Conference in Johannesburg in May A great example of global branding beyond one s shores

30 Positioning

31 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

32 Strategy

33 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)

34 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.

35 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.

36 Global visibility from QS: External Strategies Conferences

37 Asia Pacific Conference 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 Organizing Partner: 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

38 Look out for recognition through awards! Award Categories: Gold, Silver & Bronze for each of the following categories: Most Creative Corporate Video Advertisement Best International Student Recruitment Brochure 2013 Overall Winner 2013 Gold Print 2013 Gold Video Best International Print Best International Website Page 2013 Gold Website 2013 Gold Brochure Singapore Korea Singapore Japan Singapore

39 External Strategies Seminars

40 Engage & Empower! Where leaders in higher education come together 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 Organizing Partner 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 6 th QS WorldClass in Taipei

41 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)

42 External Strategies Publications

43 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 View the eshowcase-amea online at

44 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

45 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 TOTAL: 4,259 universities View the enewsletter online at

46 International summer school is an opportunity that cannot be missed Supplement 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 View the enewsletter online at

47 The Official Guide for the QS World University Rankings 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

48 The Official Guide for the QS World University Rankings Exclusive Scholarships Promotion in 2014 Edition (Print & Online) 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

49 External Strategies International Student Recruitment Fairs

50 QS World Tours (International Recruitment Fairs) fairs 105 cities 51 countries One of the largest operator worldwide!

51 World MBA Tour / Top MBA Career Guide/ topmba.com World Exec MBA Tour Top Executive Guide

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

53 World Universities Tour Top Universities Guide topuniversities.com

54 The World Universities Tour Spring 2013 Primarily for the Undergrads 70% of the world s international students come from Asia An annual circuit of one-day fairs planned for 2013 WUT Fall 2012 Tour WUT Spring 2013 Tour

55 Complementing Rankings: An internal strategy QS Stars Rating

56 What is QS Stars? 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

57 Points Available 1000 Core Criteria 600 Teaching 6 indicators 150 Employability 3 indicators 150 Research 5 indicators 150 Internationalization 7 indicators 150 Learning Environment 100 Facilities 6 indicators 100 OR Online/Distance 6 indicators 100 Specialist Criteria 200 Discipline Ranking 2 indicators 150 Accreditation 2 indicators 50 Advanced Criteria 100 Innovation 3 indicators 50 OR Culture 3 indicators 50 OR Access 50 4 indicators OR Engagement 50 4 indicators Select any 2 of the 4 listed

58 Adopted in over 40 countries

59 QS Star Rated Universities US, Latin America & Europe

60 QS Star Rated Universities Asia Pacific & Middle East

61 Internal Strategies Consulting

62 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 CONSULTING Performance Improvement for higher Education

63 Quick Start

64 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.

65 Blue Ocean Strategy in practice

66 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

67 Food for thought Blue Ocean Strategy

68 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 facebook.com/qsasiapage twitter.com/qs_asia 69

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