Branding in Philippine Higher Education: Roots and Models Dr. Ethel Agnes P. Valenzuela Head, Research Studies Unity SEAMEO INNOTECH

Presentation Outline Background on Philippine Higher Education Context on Branding Phil HEIs Trends in Branding: Models and branding in Philippine higher education 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

Distribution of Philippine HEIs SECTOR INSTITUTIONAL TYPE WITH/WITHOUT SATELLITE CAMPUSES TOTAL Public SUCs Main 111 Satellite 260 LGUCs 65 CHED-supervised schools 1 Other government-funded schools 9 Special schools 5 Total number of public schools Without satellite campuses 191 With satellite campuses 451 Private Sectarian 358 Nonsectarian 1,134 Total Number of Private Schools 1,492 GRAND TOTAL WITHOUT SATELLITE CAMPUSES 1,683 WITH SATELLITE CAMPUSES 1,943

Top Academic Disciplines RANK DISCIPLINE GROUP PUBLIC PRIVATE TOTAL 1 Medicine and allied courses 43,899 505,844 549,743 2 BA and related courses 160,736 374,596 535,332 3 Education and Teacher Training 205,030 151,516 356,546 4 Engineering and Technology-related courses 172,101 154,652 326,753 5 Mathematics and Computer Science 83,674 166,886 250,560

Context on Issues on Branding in Philippine Higher Education Education Commission Survey (EDCOM) Report Philippine 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 Deregulated Center of Excellence Center of Development IQUAME 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 Presence of national information centers 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 Link between funding and quality assurance Professionalism and credibility of the board of reviewers Link between funding and quality assurance Flexibility in reduction of regulatory standards

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