Title: Branding of Higher Education in the region: SEAMEO Perspective
1Branding of Higher Education in the region
SEAMEO Perspective
Nha Trang, Vietnam 10 August 2009
Dato Dr Ahamad bin SiponDirector, SEAMEO
Secretariat Bangkok
2Background on SEAMEO
- Southeast Asian Ministers of Education
Organization - Established in 1965
3(continued)
- Key Role to promote cooperation among the
Southeast Asian nations through education,
science and culture
4(continued)
- SEAMEO Membership
- - 11 Member Countries Brunei Darussalam,
Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar,
Philippines, Singapore, Thailand, Timor Leste and
Vietnam
5(continued)
- 8 Associate Members Australia, Canada, France,
Germany, the Netherlands, New Zealand, Norway and
Spain - Two Affiliate Members International Council for
Open and Distance Learning (ICDE) and University
of Tsukuba, Japan.
6SEAMEO Secretariat executive arm SEAMEO
Council
(continued)
highest policy-making body
determines strategic directions of the
Organization
7SEAMEO Councilmeets annuallySEAMEO High
Officialsmeets prior to Council Meeting to
discuss - propose programmes- finances- legal
aspects- administration- operation of
organizationand provide recommendations
(continued)
8(continued)
- SEAMEO operates through a network of 16 SEAMEO
Regional Centres and a SEAMEO TROPMED Network in
8 Member Countries
9SEAMEO Regional Centres
10(continued)
- VIETNAM
- SEAMEO RETRAC
- specializes in identifying and addressing issues
of educational management.
11(continued)
- MYANMAR
- SEAMEO CHAT
- promotes cooperation in the study of history and
tradition.
12(continued)
- THAILAND
- SEAMEO RIHED
- plays a crucial role in the field of higher
education
13(continued)
- THAILAND
- SEAMEO SPAFA
- cultivates awareness and appreciation of cultural
heritage promotes and enriches archaeological
and cultural activities and furthers
professional competence in the fields of
archaeology and fine arts.
14(continued)
- THAILAND
- SEAMEO TROPMED NETWORK
- promotes health and prevents and control tropical
diseases and public health problems.
15(continued)
- SEAMEO TROPMED four sub-regional Centres
- SEAMEO TROPMED Indonesia, specializes in
Community Nutrition - SEAMEO TROPMED Malaysia, focuses on Microbiology,
Parasitology and Entomology
16(continued)
- SEAMEO TROPMED Philippines, deals with Public
Health, and - SEAMEO TROPMED Thailand, specializes in Tropical
Medicine.
17(continued)
- MALAYSIA
- SEAMEO RECSAM
- deals with the development of science,
mathematics and technology education.
18(continued)
- SINGAPORE
- SEAMEO RELC
- provides training and expertise in upgrading the
skills of language specialists and educators.
19(continued)
- INDONESIA
- SEAMEO BIOTROP
- focuses on Tropical Biology
- SEAMEO SEAMOLEC
- specializes in Open Learning
20(continued)
- BRUNEI DARUSSALAM
- SEAMEO VOCTECH
- provides training, research and services in
Vocational and Technical Education
21(continued)
- PHILIPPINES
- SEAMEO INNOTECH
- specializes in Educational Innovation and
Technology - SEAMEO SEARCA
- deals with Graduate Study and Research in
Agriculture
22(continued)
- SEAMEO is expanding and venturing into new areas
of specialization by establishing 4 new Centres
23(continued)
- INDONESIA
- SEAMEO Regional Centre for Quality
- Improvement of Teachers and Education
- Personnel in Science
- SEAMEO Regional Centre for Quality
- Improvement of Teachers and Education
- Personnel in Mathematics
24(continued)
- SEAMEO Regional Centre for Quality
- Improvement of Teachers and Education
- Personnel in Language
- MALAYSIA
- SEAMEO Regional Centre on Special
- Education
25(continued)
SEAMEO
- creates learning opportunities for Ministers,
High Officials and others to match shifting
trends in human resource development strategies
26(continued)
SEAMEO
- provides research and training as well as both
higher and further learning experiences to
develop human capacity through the 16 Regional
Centres
27Insights into the Branding of SEAMEO
28The concept of branding
- Quoting Wikipedia, a brand is a symbolic
construct created within the minds of people and
consists of all the information and expectations
associated with a product or service rendered by
an organization.
29(continued)
- Branding would bring a product or service into
wider visibility and help keep them sustainable.
30(continued)
- In the 21st century, branding is a necessity in a
companys or organizations development plans for
reasons of national, regional and global
competitiveness, to improve the quality of their
products and services.
31SEAMEO underlying principles on branding of the
organization
- To sustain its growth in a fast-changing world
32(continued)
- To sell its products and services, even beyond
the region, thus securing success and reputation
in the marketplace in the face of scarce
resources, and
33(continued)
- To maintain the uniqueness of the organization as
the longest existing human resource development
provider in Southeast Asia.
34SEAMEO brand
- needs to be well-defined and continuously
relevant to the region and beyond the region.
35Contributions to the branding of SEAMEO
- Individual joint activities by Regional Centres
- Committed Centres professionals experts in
various fields of education, science culture - Service product performances of Centres
36Current services and products of SEAMEO
- Training, seminars, conferences, workshops, and
symposia in human resource development
37(continued)
- Research and Development, for example on
educational technologies and policies - Consultancy, for example on policy
recommendations, project implementation, and
management mechanisms
38(continued)
- Information Dissemination and Exchange, for
example, learning materials, technical reports,
research reports, recommended practices in HRD
programmes, publications, modules, proceedings,
newsletters and press releases
39(continued)
- Facilities such as guesthouses, hotels, learning
resource centres, laboratories, and equipment - Publications in various forms, such as journals,
research and technical reports, news, and
40(continued)
- Learning materials, such as courseware, VDO
educational materials, CD ROM and other non-book
formats of educational materials.
41Living and Sustaining SEAMEO Brand
- Needs commitment and continuous effort to remain
as Southeast Asias foremost human development
provider in education, science and culture
42 Strategizes through
(continued)
- Enhancing institutional visibility
- Strengthening organization of excellence
- Enhancing resource generation
43(continued)
- Increasing regional and global collaboration and
cooperation - Strengthening the management and organizational
capability and skills improvement
44 Promotion exercises at Unit SEAMEO levels
(continued)
- refining the positioning of the centre and the
centres products and services, improving
customer relations program and tools for customer
needs assessment, and improving relations with
the media and alumni, and
45(continued)
- marketing SEAMEO at the corporate level, beyond
the region, with potential donors and
international funding agencies, as well as
providing guidelines or mechanism for the
evaluation of the SEAMEO Centres Marketing
Performance.
46(continued)
- Identifying needs and expectations of SEAMEO
- To improve quality of services and products
- To increase visibility
- To remain relevant
47 Collaboration at all levels
(continued)
- Consensus about SEAMEO branding to be achieved
from the Council down to the Secretariat and the
Centre directors.
48(continued)
- Awareness and trust among all SEAMEO staff and
shareholders to be increased about the
positioning of SEAMEO, thus promoting its
products and services.
49(continued)
- Continuation of providing quality products and
services to the region and beyond. - Marketing units of all SEAMEO Centres and the
Secretariat to be trained and work professionally
with consistent coordination and collaboration
within the organization.
50(continued)
- Various forms of communication to be extended
effectively and efficiently to promote
cooperation, partnership, support and assistance
with regional and international organizations,
donors, and the public at large.
51(continued)
- Capacity building and human resource development
as a whole to be upgraded to increase the quality
of the products and services provided. Thus,
quality assurance becomes the backbone of the
activities of the entire organization.
52Conclusion
- SEAMEO has come along way to serve the people of
the Southeast Asian region. - SEAMEOs relative success can be accounted to
- awareness across the organization what SEAMEO
stands for,
53(continued)
- internalization of key individuals and groups
across the organization of what SEAMEO aims to
achieve, and - commitment which is reflected through appropriate
behaviour of its personnel reinforced over time
to effect a lasting culture change.
54(continued)
-
- Like SEAMEO, development of branding is pertinent
in higher education as it reflects the relevancy
of the education institutions to meet the needs,
challenges and demands for intellectual and
academic knowledge.
55Thank You