CHERPA-network based in Europe wins tender to develop alternative global ranking of universities

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Finally the decision on who has won the European Commission’s million euro tender – to develop and test a  global ranking of universities – has been announced.

The successful bid – the CHERPA network (or the Consortium for Higher Education and Research Performance Assessment), is charged with developing a ranking system to overcome what is regarded by the European Commission as the limitations of the Shanghai Jiao Tong and the QS-Times Higher Education schemes. The  final product is to be launched in 2011.

CHERPA is comprised of a consortium of leading institutions in the field within Europe; all have been developing and offering rather different approaches to ranking over the past few years (see our earlier stories here, here and  here for some of the potential contenders):

Will this new European Commission driven initiative set the proverbial European cat amongst the Transatlantic alliance pigeons?  rankings 1

As we have noted in earlier commentary on university rankings, the different approaches tip the rankings playing field in the direction of different interests. Much to the chagrin of the continental Europeans, the high status US universities do well on the Shanghai Jiao Tong University Ranking, whilst Britain’s QS-Times Higher Education tends to see UK universities feature more prominently.

CHERPA will develop a design that follows the so called ‘Berlin Principles on the ranking of higher education institutions‘. These principles stress the need to take into account the linguistic, cultural and historical contexts of the educational systems into account [this fact is something of an irony for those watchers following UK higher education developments last week following a Cabinet reshuffle – where reference to ‘universities’ in the departmental name was dropped.  The two year old Department for Innovation, Universities and Skills has now been abandoned in favor of a mega-Department for Business, Innovation and Skills! (read more here)].

According to one of the Consortium members website –  CHE:

The basic approach underlying the project is to compare only institutions which are similar and comparable in terms of their missions and structures. Therefore the project is closely linked to the idea of a European classification (“mapping”) of higher education institutions developed by CHEPS. The feasibility study will include focused rankings on particular aspects of higher education at the institutional level (e.g., internationalization and regional engagement) on the one hand, and two field-based rankings for business and engineering programmes on the other hand.

The field-based rankings will each focus on a particular type of institution and will develop and test a set of indicators appropriate to these institutions. The rankings will be multi-dimensional and will – like the CHE ranking – use a grouping approach rather than simplistic league tables. In contrast to existing global rankings, the design will compare not only the research performance of institutions but will include teaching & learning as well as other aspects of university performance.

The different rankings will be targeted at different stakeholders: They will support decision-making in universities and especially better informed study decisions by students. Rankings that create transparency for prospective students should promote access to higher education.

The University World News, in their report out today on the announcement, notes:

Testing will take place next year and must include a representative sample of at least 150 institutions with different missions in and outside Europe. At least six institutions should be drawn from the six large EU member states, one to three from the other 21, plus 25 institutions in North America, 25 in Asia and three in Australia.

There are multiple logics and politics at play here. On the one hand, a European ranking system may well give the European Commission more HE  governance capacity across Europe, strengthening its steering over national systems in areas like ‘internationalization’ and ‘regional engagement’ – two key areas that have been identified for work to be undertaken by CHERPA.

On the other hand, this new European ranking  system — when realized — might also appeal to countries in Latin America, Africa and Asia who currently do not feature in any significant way in the two dominant systems. Like the Bologna Process, the CHERPA ranking system might well find itself generating ‘echoes’ around the globe.

Or, will regions around the world prefer to develop and promote their own niche ranking systems, elements of which were evident in the QS.com Asia ranking that was recently launched.  Whatever the outcome, as we have observed before, there is a thickening industry with profits to be had on this aspect of the emerging global higher education landscape.

Susan Robertson

‘Branding’ global higher education services in the Netherlands

Governments are increasingly turning to ‘branding’ their higher education sector in order to promote them as globally competitive knowledge services sectors, and to secure a competitive advantage on the basis of imagined lifestyles, access of cultural experiences, a quality education, and so on. New Zealand, Malaysia, Singapore and Australia, to name just a few countries, have all been busy identifying and packaging the unique image they want to project in order to generate ‘brand value’.

The Netherlands is no exception. It is actively promoting itself as a major European destination, with offices in Beijing, Taipei, Jakarta, Ho Chi Minh City and Mexico City. Offices in Bangkok and Moscow are due to open in 2008. According to the Institute of International Education’s Atlas of Student Mobility, the Netherlands currently has around 2% of the world market of international students, with some 42,000 students enrolled in higher education programs in the Netherlands.

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‘Study in Holland’ was launched in January of this year as the official brand for the Netherlands. According to Nuffic, the Netherlands Organization for International Cooperation in Higher Education,

The logo combines traditional symbols of Holland – the tulip and the windmill – with symbols for higher education and research. The tagline is ‘Study in Holland: open to international minds’. The brand was developed by Fabrique Communication & Design, and international students played an important role in selecting the final design.

Nuffic also notes that:

Research has shown that international students choose the Netherlands because of the academic quality and the cosmopolitan atmosphere. For their part, Dutch higher education institutions consider the international staff and student populations an important part of their quality assurance policy.

The brand can be used by higher education institutions who are accredited by the Netherlands-Flemish Accreditation Organization (NVAO). They must also have signed up to the Code of Conduct, which is a set of minimum standards for the teaching and care provided to international students in the Netherlands.

Aside from a large number of programs (especially graduate) where teaching is in English, an important element of the Dutch brand not explicitly featured is the relatively low student fee which international students are charged (in comparison to the USA, Australia and UK). Low fees can be a comparative advantage. However, in the case of the Netherlands, the low fee is also a signal of a particular social welfare regime and social ethic. It conjures up European values, a European social model, and so on which is part of its ‘cosmopolitan’ attraction.

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However, according to a Nuffic Report issued on the 4th March this year, this is about to change in the 2008-9 academic year. Non European Economic Area (EEA) students will face a doubling of fees for professional and vocational programs in Dutch universities presenting the further penetration of fee increases in university programs. This means that fees that sit currently at around 3,500 euro are estimated to almost double taking them to around 7,000 euro (US $11,000). Universities like the University of Amsterdam had already moved to increase fees in academic programs over a year ago taking them well into the 9,000 euro mark.

What will be interesting in 2008-9 is to see how these moves impact on brand image and brand managing. After all, we can package a brand and project it, however the ‘consumers’ also have their own often more pragmatic reasons for choosing one course and place over another. Playing around with the actual product, such as the cost of fees and so on, has major implications for the take up of the brand and must surely create a headache for brand managers.

Susan Robertson