SEAMEO RETRAC 12th Governing Board Meeting and International ConferenceNha Trang, August 09 -14, 2009

Branding Asian University for Global Higher Education -A Case of Waseda

Kazuo KurodaProfessor of International Education Graduate School of Asia-Pacific Studies, Waseda University

2

Outline of Presentation

1. What’s Waseda University?

2. Waseda’s Global Network

3. Global and Asian Strategy for Branding Waseda for the World

4. Global and Asian Strategy for Branding Japanese Higher Education for the World

1. What’s Waseda University?

4

Waseda University: General Information

　 Founded in 1882

One of the most prestigious 　　 universities in Japan

Nurtured many leaders of many fields in Japan

Appropriate case for “branding” university as good and bad examples

5

Academic Organizations13 Undergraduate Schools17 Graduate Schools and 5

Professional Schools2 High Schools3 Affiliate High Schools2 Schools of Arts and Architecture

Extensive Alumni NetworkOver 490,000 alumni around the worldExcellent entrepreneurs creating prestigious firms such as Sony, Casio, etc.CEOs of first-class companies such as Fujitsu, Honda, Nintendo, Samsung, etc.

Current Situation of Waseda University

6

Waseda Graduates who became Primer

Shigenobu OKUMA1898- and 1914-

Toshiki KAIFU1989-1991

Keizo OBUCHI1998-2000

Yoshiro MORI2000-2001

Tanzan ISHIBASHI1956-1957

Noboru TAKESHITA1987-1989

Yasuo FUKUDA 2007-2008

7

School of Political Science and EconomicsSchool of LawSchool of Media, Culture and Society School of Humanities and Social SciencesSchool of EducationSchool of CommerceSchool of Fundamental Science and Engineering School of Creative Science and EngineeringSchool of Advanced Science and EngineeringSchool of Social SciencesSchool of Human SciencesSchool of Sport Sciences School of International Liberal Studies

13 Undergraduate Schools

8

Graduate School of Political ScienceGraduate School of EconomicsGraduate School of LawGraduate School of Letters, Arts and SciencesGraduate School of CommerceGraduate School of Fundamental Science and Engineering Graduate School of Creative Science and EngineeringGraduate School of Advanced Science and EngineeringGraduate School of EducationGraduate School of Human SciencesGraduate School of Social SciencesGraduate School of Asia-Pacific Studies Graduate School of Global Information and Telecommunication StudiesGraduate School of Japanese Applied LinguisticsGraduate School of Information, Production and Systems Graduate School of Sport SciencesGraduate School of Teacher Education

17 Graduate Schools

9

The Okuma School of Public Management

Waseda Law School

Graduate School of Finance

Graduate School of Accounting

Waseda Business School MBA Programs, Graduate School of Commerce

5 Professional Schools

10

21st Century COE (Center Of Excellence) Program and Global COE Program at Waseda University

Holostic Research and Education Center for Physics of Self-organization Systems (21)The Innovative research on symbiosis technologies for human and robots in the elderly dominated society (21)Constructing Open Political Economic Systems (21)Creating New Legal System for Corporation and Society (21)

Global COE for Practical Chemical Wisdom (G)International Research and Education Center for Ambient Soc (G)International Institute for Education and Research in Theater and Film Arts (G) Global Institute for Asian Regional Integration (G)

Excellent Programs

2. Waseda’s Global Network

12

Global Network of Waseda

Type of Agreement

Number of Agreements

Number of Institutions

Number of

Countries

University-to-University Agreements 311 382 74

Other Exchange Agreements / Contracts 162 163 26

Total 473 539 75

As of August, 2007

Agreements with Overseas Institutions

13

RegionNo of

CountriesNo of

Students%

Asia 22 1,984 81.5%

Europe 36 203 8.3%

North America 2 156 6.4%

Central-South America 11 36 1.5%

Oceania 4 33 1.4%

Middle East, Africa 14 23 0.9%

Total 89 2,435 100%

As of June, 2007

Student Exchange (Incoming)

International Students at Waseda (Region of Origin)

14

RegionNumber of Countries

Number of Students

%

North America 2 472 49.7%

Europe 22 297 31.3%

Asia 8 108 11.4%

Oceania 4 62 6.6%

Middle East & Africa 5 5 0.5%

Central & South America 3 5 0.5%

TOTAL 44 949 100%

As of October, 2006

Student Exchange (Outgoing)

International Students from Waseda (Region of Destination)

15

Overseas Bases of Waseda University

Waseda Education (Thailand)Waseda Education (Thailand)

Peking-Waseda Joint Center for Instruction Peking-Waseda Joint Center for Instruction and Research (China)and Research (China)

Waseda Oregon OfficeWaseda Oregon Office （（ Portland, U.S.A.Portland, U.S.A. ））

KU Liaison Office (Korea)KU Liaison Office (Korea)

Waseda Shibuya Senior High School (Singapore)Waseda Shibuya Senior High School (Singapore)

Waseda-Olympus Bioscience Research Institute (Singapore)Waseda-Olympus Bioscience Research Institute (Singapore)

NTU-Waseda Double MBA Program (Singapore)NTU-Waseda Double MBA Program (Singapore)

Waseda University Singapore Branch Office (Singapore)Waseda University Singapore Branch Office (Singapore)

Fudan-Waseda Education & Research Fudan-Waseda Education & Research Institute (China)Institute (China)

Europe CenterEurope Center （（ Bonn, GermanyBonn, Germany ））

Paris OfficeParis Office （（ FranceFrance ））

16

Peking University (China)

Fudan University (China)

Korea University (Korea)

National Taiwan University (Taiwan)

National University of Singapore (Singapore)

Vietnam National University (Vietnam)

Australian National University (Australia)

Science Po (France)

Columbia University (U.S.A.)

University of California (U.S.A)

Some Major Partner Universities

17

Double-degree Programs with Partner UniversitiesJoint doctoral program with Peking University (2002-)

Double-degree programs with Peking University and Fudan University at undergraduate level (2005-)

Double MBA program with Nanyang Technological University, Singapore (2006-)

Double-degree program with National Taiwan University and National University of Singapore at undergraduate level (2007-)

Double-degree program with Columbia University at Ph.D. level (2008-)

Double-degree program with National Taiwan University at MA level (2008-)

Joint Academic Programs with Overseas Institutions – Double-degree Programs

18

School of International Liberal Studies (SILS)

Emphasis on Liberal Arts Education

Nurturing a Global Perspective and Vision/Using English and Japanese as Common Languages for

Learning

One-year Study Abroad Requirement

Helping Waseda become a World-class University

19

First Graduate School which offered Courses in English

Many International Students from Asian Countries

Driving Engine for “Asianization” of Education in Waseda

Graduate School of Asia-Pacific Studies

20

Asia Cyber College by Digital Campus Consortium

21

Participation in International Consortium

3. Global and Asian Strategy for Branding Waseda for the World

23

Development of International Education

1905 Accepted Chinese Students from Qing Dynasty1920s 25% of All Students were International Students1963 International Division (Bekka) Opened, Accepted 100 Students from U.S. Annually1990s Drastic Increase of International Agreements1998 Graduate Schools with English Courses Opened (GSAPS,

GITS, IPS, WBS)2001 School of International Liberal Studies (SILS) Opened2005 Double-degree Programs Started

241999 2000 2001 2002 2003 2004 2005 2006 2007

Undergraduate

MA

Ph.D.

Others

1,094 1,153

1,313

1,5021,593

1,779

2,076

2,368

2,435

Number of Student Exchange (Incoming)

25

Number of Student Exchange (Outgoing)

292

362

449 464 483520

842

949

1999 2000 2001 2002 2003 2004 2005 2006

26

International Office

Planning Global StrategyManagement of Overseas OfficeManagement of Global Network

Schools, Graduate Schools

Academic Affairs Division

International Affairs Division

Development of Exchange Programs　

Education for International Students

Student Exchange Office

Center for International Education

Administrative Logistics for Global Strategy

Executive Board

27

Attracting Excellent International Students

/ Scholarship, Development of Programs, International Network, ….

Routinizing Multi-cultural Experiences

/ Foreign Language Education, International Community Center,

Educating Excellent Young Scholars

/ Promotion of Pioneering Research, Global COE Programs, …

Networking with Global Top Universities

/ “Global College” Scheme, Participation in International Consortium, ..

Four Pillars of Global Strategy

28

Domestic Reasons

/ Shrinking Domestic Market

/ Competition-oriented Governmental Policy

- Global COE and Global 30, etc.

Non-domestic Reasons

/ Global Competition in Education Industry

/ Rising Asian Economies

/ Prospect for Asian Regional Integration

Drives for Global Strategy

29

Rediscovery and Re-establishment of “Asian Dimension” of Waseda as its Global Strategy / “Bridging Ideas between East and West”: Waseda University’s Mission / Found Waseda as Asian Brand with Strong Alumni Network / Establishment of Graduate School of Asia-Pacific Studies to Nurture

Asian leaders / Establishment of Organization for Asian Studies and Recruitment of

Asian Study Specialists to Strengthen Asian Study at Waseda / Making alliances of Asian Leading Universities ⇒Two-step Strategy: Asian to Global

Uniqueness of Waseda’s Global Strategy

30

“Global College” Scheme: Selected Program by MEXT’s “College Education Programs for Internationalization of Japanese Universities” (2007-)

Image of Networking with Global Universities

Global CollegeGlobal College

Proof of completion Fulfillment of requirements by participant university student

Fulfillment of requirements by participant university student

Conferment of 2nd major from the Global College

Conferment of 2nd major from the Global College

Waseda University Columbia University Yale University National University of Singapore

Future Peking University Fudan University Korea University

4. Global and Asian Strategy for Branding Japanese Higher Education for the World

32

Trends in Number of International Students in Japan

http://www.jasso.go.jp/statistics/intl_student/data07_e.html

33

Number of International Students by Nationality http://www.jasso.go.jp/statistics/intl_student/data07_e.html (in 2007)

Country/regionNumber　of　students

%　of　total Country/regionNumber　of　students

%　of　total

China 71,277 (74,292) 60.2%

(63.0) Germany 449 (393) 0.4% (0.3)

Republic　of  Korea

17,274 (15,974) 14.6%

(13.5) United　Kingdom 370 (333) 0.3% (0.3)

Taiwan 4,686 (4,211) 4.0% (3.6) Russia 337 (334) 0.3% (0.3) Vietnam 2,582 (2,119) 2.2% (1.8) Australia 330 (354) 0.3% (0.3) Malaysia 2,146 (2,156) 1.8% (1.8) Brazil 316 (342) 0.3% (0.3) Thailand 2,090 (1,734) 1.8% (1.5) Canada 307 (286) 0.3% (0.2) U.S.A. 1,805 (1,790) 1.5% (1.5) Cambodia 283 (278) 0.2% (0.2) Indonesia 1,596 (1,553) 1.3% (1.3) Egypt 283 (251) 0.2% (0.2) Bangladesh 1,508 (1,456) 1.3% (1.2) Laos 264 (266) 0.2% (0.2) Nepal 1,309 (998) 1.1% (0.8) Iran 229 (236) 0.2% (0.2) Sri　Lanka 1,181 (1,143) 1.0% (1.0) Turkey 169 (171) 0.1% (0.1) Mongolia 1,110 (1,006) 0.9% (0.9) Uzbekistan 167 (139) 0.1% (0.1) Myanmar 849 (736) 0.7% (0.6) Saudi　Arabia 159 (23) 0.1% (0.02) Philippines 538 (542) 0.5% (0.5) Sweden 145 (137) 0.1% (0.1) India 480 (525) 0.4% (0.4) Others 3,788 (3,732) 3.2% (3.2) France 471 (417) 0.4% (0.4) Total 118,49

8(117,927) 100.0

%(100.0

)

34

Inter-University Agreements http://www.mext.go.jp/b_menu/houdou/19/09/07090416.htm

34

35

Professorial exchange based on Japanese inter-university agreements (dispatch and acceptance)

http://www.mext.go.jp/b_menu/houdou/19/09/07090416.htm

35

36

Number of International Agreements with Japanese Universities by Countries in Asia

Country NumberChina 2565S. Korea 1467Thailand 455Indonesia 281Vietnam 199The Philippines 139Singapore 82Malaysia 75Laos 31Cambodia 13Myanmar 11Brunei 3ASEAN Total 891

37

Japanese University Branch Offices Abroad by Countries

National　Universities

No. % AllUniversities

No. %

1 China 33 24 China 57 21

2 Thailand 17 12 USA 42 15

3 USA 12 9 Thailand 29 11

4 Indonesia 11 8 S. Korea 19 7

5 Vietnam 8 6 Indonesia 14 5

38

Branding Japanese Higher Education for the Future

Japan promotes "Plan for 300,000 Exchange Students“Japan selects and promotes “Global 30” leading universities Under the Japan-East Asia Network of Exchange for Students and Youths Programme (or the JENESYS Programme), Japan invites 6,000 youths to Japan every year from all across Asia.Proposals of Asian Version of ERUSMUS Programme

→ Japan as a whole is trying to promote and brand Japanese higher education to the world through linking more with Asia.

39

Waseda Bear

125th Anniversary Mascot Character

Waseda Bear

125th Anniversary Mascot Character

Thank You!Thank You!