Branding in Philippine Higher Education: Roots and Models

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Branding in Philippine Higher Education Roots
and Models

• Dr. Ethel Agnes P. Valenzuela
• SEAMEO INNOTECH (Philippines) and
• Member of the Technical Panel of Transnational
  Education, Commission on Higher Education

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Whos giving the Quality Brand?

• The Philippine Government is clear on getting a
  quality brand for its higher education
  institutions.
• Quality brand is a national aspiration
• and embodied in several legislation

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Why support quality brands?

• Over 1, 700 private higher education
  institutions under the supervision of CHED and
  200 public HEIs and local colleges
• Almost 3 million higher education students
  enrolled yearly
• Over 1,000 academic programs in the
  undergraduate and graduate levels.

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Context of Branding Philippine Higher Education
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What do Filipino students and parents look for?
Quality and accessible HEIs
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Distribution of Philippine HEIs
SECTOR INSTITUTIONAL TYPE INSTITUTIONAL TYPE WITH/WITHOUT SATELLITE CAMPUSES TOTAL
Public SUCs SUCs Main 111
Public SUCs SUCs Satellite 260
Public LGUCs LGUCs 65
Public CHED-supervised schools CHED-supervised schools 1
Public Other government-funded schools Other government-funded schools 9
Public Special schools Special schools 5
Total number of public schools Total number of public schools Total number of public schools Without satellite campuses 191
Total number of public schools Total number of public schools Total number of public schools With satellite campuses 451
Private Private Sectarian 358
Private Private Nonsectarian 1,134
Total Number of Private Schools Total Number of Private Schools Total Number of Private Schools Total Number of Private Schools 1,492
GRAND TOTAL GRAND TOTAL GRAND TOTAL WITHOUT SATELLITE CAMPUSES 1,683
GRAND TOTAL GRAND TOTAL GRAND TOTAL WITH SATELLITE CAMPUSES 1,943
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Top Academic Disciplines
RANK DISCIPLINE GROUP PUBLIC PUBLIC PRIVATE TOTAL
1 Medicine and allied courses 43,899 505,844 505,844 549,743
2 BA and related courses 160,736 374,596 374,596 535,332
3 Education and Teacher Training 205,030 151,516 151,516 356,546
4 Engineering and Technology-related courses 172,101 154,652 154,652 326,753
5 Mathematics and Computer Science 83,674 166,886 166,886 250,560
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Rationale for Government Branding of Quality
Philippine Higher Education Institutions (PHEIs)

• Education Commission Survey (EDCOM) Report
• Philippine Commission on Education Reform (PCER)
• Trifocalization of Philippine Higher Education

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Paradigm for Branding

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Branding for Accountability

• The Commission on Higher Educations brand
• Center of Excellence -COEs
• Center of Development- CODs

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Center of Excellence (COEs) and Centers of
Development (CODs)

• COEs are public of private HEIs that demonstrate
  the highest degree and levels of standard in
  instruction, research, extension, external
  linkages in providing HE professionals
• CODs are HEIS, public and private that have
  potentials to become COEs in the future

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COEs

1. Act as a role model/leader in local, regional and
   national arena in the delivery of the academic
   programs
2. Strong in research
3. Provide assistance to agencies and institutions
   within its geographical area
4. Develop pioneering instructional programs
5. Undertake basic and applied research

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COEs

• Have massive national and international linkages
• Develop quality programs which are within the
  strategic development plans of the government

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CODs

• Act as a role model/leader in local, regional and
  national arena in the delivery of the academic
  programs
• Strong in research
• Provide assistance to agencies and institutions
  within its geographical area
• 4. Establish linkage with COEs to further program
  development.

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COEs/CODs Examples

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Branding for Accountability

• Qualifying for Application to Centers of
  Excellence Brand
• Must have 3 programs with level III
  accreditation (FAAP)
• At least 100 students each in the academic level
• Has current and on-going research which leads
  to knowledge development

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Criteria for selecting COEs

• Institutional Quality 45 (admin/faculty
  qualifications, laboratory facilities, high
  performance in licensure examination for the last
  3 years
• Research and Publication 35- (profile of
  researchers, on-going research programs, papers
  published in journals, papers published in full
  conference proceedings, collaborative research
  projects with local and international bodies

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Criteria for COE

• Institutional Qualifications- 10- vision,
  mission and goals, institutional development
  plans, comprehensive student services (guidance,
  dormitory, admission, publication, student
  organization, counseling services, social action
  activities and student leadership programs)

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Criteria for COE

• Extension and Community Development- 10-
  extension training over the last 5 years, fairs
  and demonstrations, information, education and
  advocacy, impact of community projects to the
  people, international and local partnership,
  institutional consultancies

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Branding for AUTONOMY

• Autonomous
• Institutions
• Deregulated
• Institutions

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CRITERIA FOR SELECTION of Autonomous and
Deregulated Status

•  Established as Centers of Excellence or Centers
  of Development and or private higher education
  institutions with FAAP Level III Accredited
  programs
• Outstanding overall performance of graduates in
  the licensure examinations under the Professional
  Regulation Commission.
•  Long tradition of integrity and untarnished
  reputation

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Benefits of HEIs with Autonomous Status

• Exemption from the issuance of Special Order
  (S.O.).
• 2. Free from monitoring and evaluation
  activities of the CHED. However, identified PHEIs
  shall submit requested data as part of the data
  gathering activity of CHED for its MIS.
• 3. Entitlement to grant of subsidies and other
  financial incentives/assistance from the
  Commission on Higher Education, whenever funds
  are available.
•  4. Privilege to determine and prescribe their
  curricular programs to achieve global competence.

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Benefits of HEIs with Autonomous status

• 5 . Privilege to offer a new course/program in
  the undergraduate/ graduate level/s without
  securing permit/authority from the CHED. However,
  the higher education institution must inform the
  CHED Regional Office concerned of the new
  course/program to be offered.
• 6. Privilege to establish branch/es or satellite
  campus/es without the prior approval of the CHED,
  but with information to the CHED-Regional Office
  where the new branch/campus is to be located.
•  7. Privilege to offer extension classes and
  distance education course/program to expand
  access to higher education, and to establish
  affiliation with recognized foreign higher
  education institution/s in pursuit of
  international standard of education
• 8. Authority to grant Honoris Causa to those
  deserving, per pertinent provisions of existing
  CHED issuance on conferment of honorary degrees.
•  

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Quality Branding for FUNDING

• The Commission on Higher Educations provides
  subsidy and financial incentives to HEIs with
• Autonomous
• Deregulated
• Center of Excellence
• Center of Development
• Higher Accreditation Levels

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Other Incentives for Branded Institutions

• Exemption on Monitoring and Evaluation by the
  govt
• Curricular deregulation
• Freedom to link outside of the country for
  academic partnership and curricular enrichment
• Faculty and student scholarship
• Other research grants

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New Trends in Branding

• Increased marketization and competition- Trend
  of small players having a different brand/tune-
  more to recruit the masses- those who are in mid
  to low income status for increase enrolment

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Trends in Branding of Phil Higher Education

• Criteria and Guidelines for quality assurance in
  branding and using quality brands for
  international recognition of degrees (e.g. APEC
  and ASEAN MRAs)

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Issues and Challenges

• Criteria and Guidelines for quality assurance in
  branding- comparability across regions, countries
• Presence of national information centers to
  disseminate quality brands
• Harmonization of brands with the ASEAN Brands

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Issues and Challenges

• Professionalism and credibility of the board of
  reviewers- how to sustain and maintain
• Link between funding and quality assurance for
  how long will CHED sustain incentives???

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Thank You!