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Evidence Based Marketing

Evidence Based Marketing. BY SUBJECT. Ben Sowter QS Intelligence Unit. To enable. MOTIVATED PEOPLE. a round the. t o achieve their. POTENTIAL. b y fostering. INTERNATIONAL MOBILITY. EDUCATIONAL ACHIEVEMENT. and. CAREER DEVELOPMENT. Our Audience. ACADEMICS. PROSPECTIVE STUDENTS.

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Evidence Based Marketing

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  1. Evidence Based Marketing BY SUBJECT Ben Sowter QS Intelligence Unit

  2. To enable MOTIVATED PEOPLE around the to achieve their POTENTIAL by fostering INTERNATIONAL MOBILITY EDUCATIONAL ACHIEVEMENT and CAREER DEVELOPMENT

  3. Our Audience ACADEMICS PROSPECTIVE STUDENTS ALUMNI GOVERNMENT PROSPECTIVE PARTNERS SCHOLARSHIP PROVIDERS CURRENT STUDENTS EMPLOYERS UNIVERSITY LEADERS

  4. Student Challenges INCREASING COST INCREASING STUDENT NUMBERS INCREASING INTERNATIONAL STUDENT NUMBERS MORE UNIVERSITIES RECRUITING GENERIC MARKETING MESSAGES EMPLOYER SKILLS GAP INFORMATION OVERLOAD! LACK OF INDEPENDENT FILTERING TOOLS

  5. Our Approach EMPLOYABILITY INTERNATIONAL RESEARCH TEACHING ? WorldClassUniversity A UNIQUE LENS QS the only global ranking authority to consider it Central to the life goals of most prospective students An essential inclusion in every QS assessment

  6. 40% ACADEMICREPUTATION EMPLOYER REPUTATION 10% 5% FACULTY STUDENT CITATIONS PER FACULTY INT’L FACULTY 20% 5% INT’L STUDENTS 20%

  7. Digging Deeper LEAGUE TABLES CONTEXTS SUBJECTS ASPECTS

  8. Rankings have many faults and do not adequately describe universities and cannot show whether one institution is better than another……but I am very happy when Cambridge is rated as the top university in the world ALISON RICHARD Former Vice-Chancellor University of Cambridge

  9. Data Collection Challenge Consensus on a consistent global definition of disciplines is probably impossible Current exercise for the main rankings is a challenge Accurately identifying the subject students or faculty belong to accurately and consistently is unrealistic

  10. Independent Measures ACADEMICREPUTATION CITATIONS PER PAPER HINDEX EMPLOYER REPUTATION

  11. SELECTION OF SUBJECTS PUBLISHED RANKING SHORTLISTED SUBJECT GROUPS OVER 300 ACADEMIC RESPONSES SPECIALIST INSTITUTIONS CONSIDERED PARALLELS ELSEWHERE EXPERT REVIEW REPRESENTED IN SURVEYS IDENTIFIABLE IN SCOPUS

  12. SELECTION OF SUBJECTS • Shortlisted subject grouping • Parallels in other exercises • Represented in surveys • Identifiable in Scopus • Published Ranking • More than 300 academic responses • Inclusion of relevant institutions • Expert review

  13. Survey Response by Subject

  14. Survey Analysis DRAMATIC SURVEY RESPONSE GROWTH ACADEMIC 2012 15,050 2010 2011 33,785 46,079 EMPLOYER 5,007 16,744 25,564 GEOGRAPHIC BALANCE EMPHASIS APPLIED THROUGH WEIGHTING INT’L RESPONSES RESPONSES EXCLUSIVE TO SUBJECT SPECIFIC SUBJECT RESPONSES EMPLOYERS TARGETING SUBJECT

  15. THE “Halo EffEct” (1920) A cognitive bias in which specific judgements of an individual’s character are influenced by our overall impression of them EDWARD THORNDIKE American Psychologist 1874-1949 QS COUNTER MEASURES WEIGHTING SPECIFIC vs. GENERAL ADJUSTMENTS THOROUGH SCREENING

  16. NEW FOR 2013 BIBLIOMETRICS H CITATIONS SCORE BASED ON H-INDEX SPECIALIST WEIGHTING 68m RECORDS ANALYSED PER PAPER VS PER FACULTY JOURNAL LEVEL ATTRIBUTION MEASURE OF OUTPUT AND INFLUENCE SPECIALIST WEIGHTING SCALED IN DRIVES MINIMUM STANDARD ELIMINATES OUTLIERS

  17. Thorough Screening

  18. PAPERS AND THRESHOLDS

  19. IN NUMBERS EVALUATED 2,858 UNIVERSITIES OVER 94k SURVEY RESPONSES OVER 12m PAPER ATTRIBUTIONS OVER 68m CITATION ATTRIBUTIONS OVER 35k INSTITUTION SUBJECTS OVER 8,391 PROGRAMS VERIFIED RANKED 1,526 INSTITUTIONS PLACED 678 INSTITUTIONS IN TOP 200 AVERAGE 9 SUBJECTS PER INSTITUTION

  20. AT NUMBER 1 10 HARVARD UNIVERSITY 7 MIT 5 UC BERKELEY 4 UNIVERSITY OF OXFORD 3 UNIVERSITY OF CAMBRIDGE 1 IMPERIAL COLLEGE LONDON UC DAVIS

  21. IN TOP 10

  22. SUBJECT PROFILE: University of Nottingham ■ ARTS & HUMANITIES ■ Engineering & technology ■ life sciences & medicine ■ natural sciences ■ social sciences & management

  23. The list is the origin of culture… How does one attempt to grasp the incomprehensible? Through lists. Umberto Eco Essayist, Philosopher & Novelist

  24. GLOBAL RESPONSE

  25. topuniversities.com iu.qs.com @bensowter @worlduniranking jason@qs.com ben@qs.com intelligenceunit@qs.com Thank You facebook.com/ universityrankings linkedin.com/in/bensowter

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