How can BRICS universities move up the global university rankings?By Christian DougoudEASTWEST PR - London www.eastwestpr.com

EASTWEST Public RelationsPublic Relations services in Asia since 1995Bangalore | Beijing | London | Singapore

www.eastwestpr.comChristian Dougoud, Director+44 (0)7453706475 christian@eastwestpr.com

Promoting Higher Education in Asia

since 1995

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.

Client Portfolio

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.

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).

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.

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

Ranking Reputation

Where are the conversations happening?

top universities in the world

1,600 searches every month

Students

Parents/mothers Journalists

High Schools teachers

Agents

FairsAlumniBloggers

Associations

Target groups

Forums

Rankings

Professors

PhD

www.eastwestpr.com

Bangalore | Beijing | Singapore | London

OWNEDMedia

EARNEDMedia

PAIDMedia

Between 1978 and 2011, China sent 2.25 million

students abroad.

Where are the new conversations happening?

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.

Case study

How Oxford University communicates

Oxford University: news releases- 10x month

Oxford University: Twitter- 10x week

Oxford University on Linkedin (277 million users)

Oxford University on Sina Weibo (500 million users)

Oxford University on Wechat (300 million users)

Contact Official announcement Events Internship opportunities Campus News

Conclusion:Be familiar with ranking methodology

Start with low hanging fruitsTake control of your reputation

Thank you

Director, InternationalLondon, UKchristian@eastwestpr.com Mob: +44 (0)74 5370 6475

Christian Dougoud