Understanding and Making the Most of Online Rankings
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2 Understanding and Making the Most of Online Rankings Michelle Tufford Director of Research and Consulting, Pearson Embanet April 28, 2015 #APSummit15
3 Online Programs / Universities Rankings How can we make the most of online rankings? Who is ranking online programs? What are they ranking? How are they ranking? Do rankings matter?
4 Making the most of online rankings Rankings are important to prospective students! They are seeking credibility of a program. Key drivers of reputation are accreditation, recommendations, rankings and recognition (Learning House, Aslanian 2014). How do we know this? For the past 15 years, we ve talked with thousands of prospective students who are looking for the right online program. Enrollment advisors are frequently asked is this program ranked?
5 Making the most of online rankings Online rankings are effective for market positioning: they provide validation for your program with students seeking credible degrees Market Segment: a group of consumers who have affinity for and seek online education Target Marketing: Growing segment that sees education as a means to an end their needs differ from traditional students Market Positioning: How we can meet, even exceed needs Ranking proves credibility
6 Making the most of online rankings
7 Making the most of online rankings
8 Example Scorecard for Managing Performance in US News Online MBA Rankings Use the survey to line up questions to each factor; determine how your institution responded in order to identify gaps for action Note that there are some factors here that may not align with the vision of your program US News & World Report Online MBA Rankings Components ranked by weights Percent of total Peer Reputation - 25% 25.00% Admissions Selectivity - GMAT scores 10.00% Student Engagement - Graduation rate 8.40% Student Engagement - Professional Accredition Best Practices 5.60% Student Engagement - 10 other factors Best Practices 5.60% Student Srvcs & Technology - Student Indebtedness 5.50% UG GPA 5.00% Admissions Selectivity - (Student) Experience (work, UG coursework, recommendations, employer sponsored 5.00% Admissions Selectivity - Acceptance rate 5.00% Faculty Cred & Training - Ph.D. Faculty 4.40% Faculty Cred & Training - Preparedness to teach distance learners 3.30% Student Engagement - One year retention rates 2.80% Student Engagement - Class size 2.80% Student Engagement - Time to degree deadline 2.80% Student Srvcs & Technology - Technological infrastructure 2.75% Student Srvcs & Technology - Support Services 2.75% Faculty Cred & Training - Tenured faculty 2.20% Faculty Cred & Training - Technical staff available to faculty 1.10% Total weight %
9 Who is ranking online programs? Fifteen websites featuring online rankings were researched for this analysis: Accounting Degree Affordable Colleges Online Best College Reviews Best Value Schools College Choice Degree Jungle Financial Times Get Educated Guide to Online Schools/Online U Non-Profit Colleges Online Online MBA Open Education Database SuperScholar The Best Schools US News and World Reports
10 What does the market think of these sites? Ranking Domain Authority forbes.com N/A 97 rankings.ft.com (Financial Times) Online 96 usnews.com Online 93 timeshighereducation.co.uk N/A 86 affordablecollegesonline.org Online 71 oedb.org Online 70 onlinemba.com Online 70 geteducated.com Online 60 thebestschools.org Online 51 bestcollegereviews.org Online 51 degreejungle.com Online 48 superscholar.org Online 42 bestvalueschools.com Online 40 collegechoice.net Online 34 accounting-degree.org Online 34 nonprofitcollegesonline.com Online 33
11 What are they using to rank online programs? Most of the websites use secondary data to calculate their rankings from well-established, campus-based education variables Only four online rankings organizations generate proprietary data through primary research: 1. Best Value Schools College Prowler 2. Financial Times institutional and alumni surveys 3. Guide to Online Schools / Online U - Online student review tab on website 4. U.S. News & World Report - institutional survey of online program characteristics
12 Online MBA Program Rankings Example Example 1 Best Value Schools (bestvalueschools.com; measurable popularity - low) Online MBA Degree Program Rankings Non-profit and For-profit schools included Tuition (Weighted 18%) Freshmen Retention Rate (Weighted 14%) 6-year Graduation Rate (Weighted 18%) Student-to-Faculty Ratio (Weighted 16%) Number of Bachelor s Degree Programs (Weighted 14%) Breadth of Subjects Available to Study (Weighted 18%) College Prowler Academics Rating (if available)(weighted 9%) Percentage of Excellent or Strongly Agree Student Poll Responses on College Prowler (if available) (Weighted 9%)
13 Online MBA Program Rankings Example Example 2 Online MBA (onlinemba.com; measurable popularity relatively high) Online MBA Degree Program Rankings Best for the Price Use the latest rankings from the most respected school rank publishers: 1. US News & World Report 2. The Economist 3. Bloomberg Business Week 4. PLUS the cost of tuition to determine which schools offering online MBA programs are truly the best in the country for the price
14 Online MBA Program Rankings Example Example 1 Best Value Schools 1. Western Governors University 2. Bellevue University (NE) 3. American Public University 4. University of Maryland, UC 5. Granite State College (NH) 6. Thomas Edison State College 7. Brandman University Online 8. Trident University Internt l 9. Park University Online 10. University of Phoenix Example 2 Online MBA 1. Carnegie Mellon University 2. Indiana University 3. Arizona State University 4. University of Florida 5. U of Wisconsin - Madison 6. North Carolina State U 7. Temple University 8. Pennsylvania State University 9. University of Virginia 10. University of Maryland
15 How are they ranking online programs? Three key factors are at play in most methodologies: 1. Cost Tuition % of students using financial aid to fund degree Debt from financial aid / loan default 2. Student Outcomes Graduation rate Freshmen retention rate 3. Academic Reputation Other organization s rankings (Bloomberg, Economist, US News) Student to faculty ratio Accreditation Faculty research Admissions Selectivity
16 Do online program rankings matter? Current online rankings overemphasize traditional education framework most also lack credibility / driving confusion in market Reputable rankings organizations have yet to develop methodologies that accurately measure what constitutes best practice in online programs
17 Better online rankings might Rank by: Innovation in course design and delivery Student engagement, likelihood to recommend to others Ability to build sense of community among students Hands-on support to online students, such as academic / personal coaches, tutoring, or remediation as needed Availability of job counseling and placement services Ability to create shortest path to desired outcome?
18 Where is the online program ranking that will help me cut through all the hype on the web? says David who aspires to be a school counselor.
19 #APSummit15 Michelle Tufford, Director of Research & Consulting Pearson Embanet
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