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

Higher Education Institutions

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

Thank You!Thank You!