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

2. 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

3. Philippine Higher Education
Public vs Private HEIs
Trends in enrolment
Governance and Management of Phil HEIs
Higher Education Development Goals
Policies and Standards

4. Higher Education Institutions

5. 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

6. 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

7. 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

8. Rationale for Branding in Philippine Higher Education
Branding for accountability
Branding for autonomy
Branding for financing

9. 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

10. Branding for Accountability
The Commission on Higher Education’s brand:
Autonomous
Deregulated
Institutional Quality Assurance Monitoring and Evaluation (IQUAME)

11. 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

12. Trends in Branding
Increased marketization and competition
Comparability of Philippine HE brands with other countries in Southeast Asean countries and the world.

13. 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

14. 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

15. 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

16. Thank You!