Branding in Philippine Higher Education: Roots and Models
Branding in Philippine Higher Education: Roots and Models
Dr. Ethel Agnes P. Valenzuela
Head, Research Studies Unity
SEAMEO INNOTECH
Presentation Outline
1.Background on Philippine Higher Education
2.Context on Branding Phil HEIs
3.Trends in Branding: Models and branding in Philippine higher education
4.Issues and Challenges
Philippine Higher Education
• Public vs Private HEIs•Trends in enrolment •Governance and Management of
Phil HEIs•Higher Education Development
Goals•Policies and Standards
SECTOR INSTITUTIONAL TYPE
WITH/WITHOUT SATELLITE CAMPUSES
TOTAL
Public
SUCsMain 111
Satellite 260LGUCs 65
CHED-supervised schools 1Other
government-funded schools9
Special schools 5
Total number of public schools
Without satellite campuses
191
With satellite campuses
451
PrivateSectarian 358
Nonsectarian 1,134Total Number of Private Schools 1,492
GRAND TOTAL
WITHOUT SATELLITE CAMPUSES
1,683
WITH SATELLITE CAMPUSES
1,943
Distribution of Philippine HEIs
RANKDISCIPLINE
GROUPPUBLIC PRIVATE TOTAL
1Medicine and allied
courses43,899 505,844 549,743
2BA and related
courses160,736 374,596 535,332
3Education and
Teacher Training205,030 151,516 356,546
4Engineering and
Technology-related courses
172,101 154,652 326,753
5Mathematics and Computer Science
83,674 166,886 250,560
Top Academic Disciplines
Context on Issues on Branding in Philippine
Higher Education Education Commission Survey
(EDCOM) ReportPhilippine Commission on
Education Reform (PCER)Trifocalization of Philippine
Higher Education
Rationale for Branding in Philippine Higher
Education
Branding for accountability
Branding for autonomy
Branding for financing
Branding for Accountability
The Commission on Higher Education’s brand: Center of Excellence Center of Development
Categorization by the Federation of Accrediting Council of the Philippines Accredited (Levels 1 to 4)Non-accredited
Branding for Accountability
The Commission on Higher Education’s brand: Autonomous Deregulated
Institutional Quality Assurance Monitoring and Evaluation (IQUAME)
Branding for Financing
The Commission on Higher Education’s categories for financial assistance: Autonomous DeregulatedCenter of Excellence Center of DevelopmentIQUAME Levels Accreditation Levels
Trends in Branding
Increased marketization and competition
Comparability of Philippine HE brands with other countries in Southeast Asean countries and the world.
Trends in Branding of Phil Higher Education
Criteria and Guidelines for quality assurance in branding
Applying brands for international recognition of degrees
Competence of other countries to accept the evaluation of branding and drawing conclusions for equivalency and employment purposes
Issues and Challenges Criteria and Guidelines for
quality assurance in branding
Presence of national information centers
Competence of other countries to accept the evaluation of branding and drawing conclusions for equivalency and employment purposes
Issues and Challenges
Professionalism and credibility of the board of reviewers
Link between funding and quality assurance
Flexibility in reduction of regulatory standards
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