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RANKINGS WORKSHOP. STRATEGIES FOR MARKETING, BRANDING, AND IMPROVING INTERNATIONAL RANKINGS MICHAEL FUNG DIRECTOR OF PLANNING & INSTITUTIONAL RESEARCH THE HONG KONG UNIVERSITY OF SCIENCE AND TECHINOLOGY 26 MARCH 2013 VIETNAM NATIONAL UNIVERSITY HO CHI MIN CITY, VIETNAM.
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RANKINGS WORKSHOP STRATEGIES FOR MARKETING, BRANDING, AND IMPROVING INTERNATIONAL RANKINGS MICHAEL FUNG DIRECTOR OF PLANNING & INSTITUTIONAL RESEARCH THE HONG KONG UNIVERSITY OF SCIENCE AND TECHINOLOGY 26 MARCH 2013 VIETNAM NATIONAL UNIVERSITY HO CHI MIN CITY, VIETNAM
RANKINGS ANALYSIS • Rankings Analysis – 7 Steps • In-depth understanding of methodology • Conduct trend analysis • Benchmarking analysis • Analyze subject rankings • Verify the results • Rankings simulations/projections • Engage with ranking agencies
RANKINGS ANALYSIS In-depth understanding of methodology - 1 Larger faculty number scores better.
RANKINGS ANALYSIS In depth understanding of methodology - 2 Smaller faculty number scores better.
RANKINGS ANALYSIS In depth understanding of methodology - 3 QS – Definition of academic faculty staff (2012): • Total number of domestic and international academic faculty staff who are responsible for planning, directing and undertaking teaching only, research only or both teaching and research. • Include: vice-chancellors, deputy vice-chancellors, principals, professors, heads of school, associate professors, assistant professor, principal lecturers, tutors or postdoctoral researchers. • Exclude: research assistants, PhD students who contribute to teaching, hospital residents, exchange scholars or visiting faculty staff who are members of another university, faculty staff from off-shore campus. (deleted) • Staff counted as “research only” should be academically involved, and likely to publish research outputs • Staff not engaged academically and not likely to publish research outputs, such as lab technicians or equipment operators. “Faculty staff from off-shore campus” can be included. Research staff can included, as long as they can publish their own research outputs.
RANKINGS ANALYSIS Trend Analysis - 1 Improved in Reputation (50%) Maxed out in Internationalization (10%) Improved (20%) Worse (15%) Improved (15%)
RANKINGS ANALYSIS Trend Analysis - 2
RANKINGS ANALYSIS Benchmarking - across indicators, universities and countries Taiwan Hong Kong Singapore China
RANKINGS ANALYSIS Benchmarking - across indicators, universities and countries Japan S. Korea Australia New Zealand
RANKINGS ANALYSIS Analyze Subject Rankings - 1 2012 2012 2012 Engineering - Leading in Asia
RANKINGS ANALYSIS Analyze Subject Rankings - 2 2012 2012 2012 UST Full-time MBA Program Top 100 Business School Rankings 2012 Leading in business research and business professional education
RANKINGS ANALYSIS Verify the Results - there might be errors! Top 100 Worldwide Economics Schools Research Ranking Rank improved by 34 places
RANKINGS ANALYSIS Modeling, Simulation/Projection Student-Faculty Ratio vs Scores
RANKINGS ANALYSIS Engage with Ranking Agencies - 1 Hong Kong Taiwan China Singapore 2011 – introduction of discipline normalization and regional modification weightages
RANKINGS ANALYSIS Engage with Ranking Agencies - 2 Japan S. Korea Germany France
RANKINGS ANALYSIS Engage with Ranking Agencies - 3 United States UK Australia New Zealand
RANKINGS ANALYSIS Engage with Ranking Agencies - 4 Damping Approach: smoothen out the impact of data changes.
RANKINGS ANALYSIS Limitation of Rankings HKUST ranked 107th in 2012. HKUST ranked 96th in 2012. Limitation of methodology – heavy reliance on reputation and perceptions
RANKINGS ANALYSIS • Understand methodology optimize results • Key aspects assessed in rankings • Reputation • Teaching performance • Research productivity and impact • Internationalization • Funding and sources of incomes • Faculty and staff strength • Student numbers
RANKINGS STRATEGY BREAKOUT DISCUSSION • In the context of Vietnam: • What are key opportunities for improvement? • What strategies and actions should be taken? • What issues are expected? • Group sharing
RANKINGS STRATEGY Case Study – HKUST • Reputation • Brand statements • International promotion • PR work • Teaching performance • Incentives • Faculty appraisal
RANKINGS STRATEGY Case Study – HKUST • Research productivity and impact • Seed large collaborative projects • Mainland research operations and collaborations • Internationalization • Diversity in student recruitment • Global faculty recruitment • Student and faculty exchanges
RANKINGS STRATEGY Case Study – HKUST • Funding and sources of incomes • Fundraising • Mainland funding sources • Large research funding • Faculty and staff strength • Maintain / improve faculty-student ratio