Reputation Management:

Case Study from the University of Tokyo

Masako Egawa, Executive Vice President

6 March 2014

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1. Introduction of the University of Tokyo

2. Japanese Higher Education Environment and Challenges

3. International Strategy to Enhance Diversity and Mobility

4. Reputation Management and Branding Strategy

Outline

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Established: 1877 (AD)

Organization:

Faculties - 10

Graduate Schools - 15

Research Institutes and Centers - 25

Number of Personnel:

Academic Staff- 3,835

Other Staff - 3,836

Students Enrolled:

Undergraduate - 14,120

Graduate - 13,878

Annual Budget: Approx 2.3 billion USD

The University of Tokyo: Overview

(as of May 1, 2013)

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Ranking University Number

1 California Institute of Technology USA

2 Stanford University USA

2 University of Oxford UK

4 Harvard University USA

27 The University of Tokyo Japan

28 University of Melbourne Australia

29 National University of Singapore Singapore

30 University of British Columbia Canada

31 University of Wisconsin-Madison USA

World University Rankings (1)

Source: Times Higher Education

http://www.timeshighereducation.co.uk/world-university-rankings/2012-13/world-ranking

THE World University Rankings 2012-2013

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World University Rankings (2)

Source: Times Higher Education

2013 WORLD REPUTATION RANKINGS by TIMES HIGHER EDUCATION

Ranking University Country

1 Harvard University USA

2 Massachusetts Institute of Technology (MIT) USA

3 University of Cambridge UK

4 University of Oxford UK

5 University of California, Berkeley USA

6 Stanford University USA

7 Princeton University USA

8 University of California, Los Angeles USA

9 The University of Tokyo Japan

10 Yale University USA

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Year Name Category

1965 Shinichiro Tomonaga Physics

1968 Yasunari Kawabata Literature

1973 Leo Esaki Physics

1974 Eisaku Sato Peace

1994 Kenzaburo Oe Literature

2002 Masatoshi Koshiba Physics

2008 Yoichiro Nambu Physics

2010 Eiichi Negishi Chemistry

Yasunari

Kawabata

Leo

Esaki

Eisaku

Sato Kenzaburo

Ohe

Masatoshi

Koshiba Yoichiro

Nambu

8 Nobel laureates

Shinichiro

Tomonaga

Alumni: Prize Winners

Fields Medal Winner

Kunihiko

Kodaira

Year Name

1954 Kunihiko Kodaira

Eiichi

Negishi

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Top Universities in Alma Mater

Source: Times Higher Education

http://www.timeshighereducation.co.uk/news/alma-mater-index-global-executives-2013/2007032.article

Position Institution Country

1 Harvard University US

2 The University of Tokyo JAP

3 Stanford University US

4 École Polytechnique FRA

5 HEC Paris FRA

6 ENA, École Nationale d’Administration FRA

7 University of Pennsylvania US

8 Massachusetts Institute of Technology US

9 Keio University JAP

10 Seoul National University KOR

Global Executives 2013

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Alumni: Leaders in Various Communities

Ranking University Number

1 The University of Tokyo 89

2 Kyoto University 66

3 Kyusyu University 27

4 Osaka University 26

5 Tohoku University 24

University Presidents

Ranking University Number

1 The University of Tokyo 50

2 Kyoto University 24

3 Keio University 13

4 Osaka University 9

5 Tohoku University 8

Science Council of Japan

Ranking University Number

1 The University of Tokyo 11

2 Waseda University 6

3 Keio University 2

3 Meiji University 2

Prime Ministers (after WWII)

Ranking University Number

1 The University of Tokyo 144

2 Waseda University 84

3 Keio University 77

4 Chuo University 34

5 Kyoto University 29

Diet Members

Source: Weekly Diamond 10/31/09, Wikipedia

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Japanese Higher Education Environment and Challenges

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Student Enrollment in Higher Education

1,191

669

605

56.2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

500

1,000

1,500

2,000

2,500

1960 1964 1968 1972 1976 1980 1984 1988 1992 1996 2000 2004 2008 2012 2016 2020 2024 2028

(1,000

persons)

(FY)

Source: School Basic Survey FY 2012, MEXT

Enrollment rate

in FY2012 (A / B)

18-year-old bracket

population* (B)

Students entering

universities

Sum of students

entering universities

and junior college

(A)

*18-year-old bracket population = Graduates from junior high schools

and those who finished the first stage of secondary schools three

years before

Approx.

2.5 million

Approx.

1 million

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The Recent University Crisis in Japan

Decline in student population ⇔ University Expansion

Increased number of universities chasing fewer university-age youth

Negative Results of University Reforms since the 1990s

Dismantling of liberal arts departments

Expansion of graduate schools without a job market

Semi-privatization of national universities without a financial base

Increased administrative burden on faculty members

Expansion of

PhD unemployment

Cram school industry

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Decline in QS World University Rankings

17

19

22

24

25

30

32

18

26

24

23

22

23

26

33

30 30

31

28

25

24

15

17

19

21

23

25

27

29

31

33

35

2007年 2008年 2009年 2010年 2011年 2012年 2013年

東京大学

香港大学

シンガポール大学

The University of Tokyo

University of Hong Kong

National University of Singapore

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Our Challenge: Internationalization and English

Our score for “Internationalization” is very low compared to the

universities in English-speaking countries

Research rankings for humanities and social sciences are much

lower than lifesciences and engineering

Education Research Citation Internation-

alization

UTokyo 84.7 88.0 69.8 29.6

NUS 68.0 77.8 66.4 94.3

Times Higher Education 2013

rankings

Research rankings ：Times Higher Education 2013

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27 27

16

49

29

13

31 41

0

20

40

60

80

100

Arts & Humanities Social Sciences Engineering &Technology

Lifesciences Physical Sciences

Utokyo NUS

Under 101

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International Strategy to Enhance Diversity and Mobility

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Ratio of international faculty: 8.8%

Ratio of international students: 10.8%

UTokyo students studying abroad: 2.8%

Classes taught in English: 7.0%

Internationalization: A Snapshot

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Action Scenario: FOREST 2015

Build a Truly Global Campus

Increase international exchange of students and researchers

Increase students’ international experiences

Enhance international collaboration and public relations efforts

Strengthen ties with other Asian universities

Build infrastructure for advancing internationalization

By 2020

Increase international students to 12%

Increase international faculty members to 10%

Increase courses taught in English three-fold

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Significant International Experiences (SIE)

SIE3 On-campus

International Experiences

SIE2 Other Overseas

Experiences 20-35%

SIE1 Overseas Study 10-15%

Example of SIE1

• Study abroad to obtain

credits

Examples of SIE2

• Language schools or

summer programs

• Internship and volunteering

Example of SIE3

• Interact with international

students

• Take classes taught in

English

Ripple Effect

Internationalization

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Programs in English at Komaba (PEAK)

English medium undergraduate degree programs

launched in 2012

International Program in Japan in East Asia

International Program in Environmental Sciences

Number of degree programs offered in English

– Bachelor’s degree 2

– Master’s degree 19

– Doctorate degree 18

– Professional Master’s 2

International Educational Initiatives

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Four-Term System Starting April 2015

January FebruaryApril OctoberJune

休 休

Term (Winter)

(continued)Term (Winter)Term (Summer)

Term 1 Term 2 Term 3 Term 4Term 4

(Continued)

Tem 1

“SP” Period

Current Calendar

“Four Term + S”

“Four Term”

Break

Break

Break

Break

Break

Break Break

Term 2 Term 3 Term 4

Break

Break

“SP” stands for summer programs

Change from two semesters to four terms

Synchronize the summer vacation with overseas universities

Continue to explore autumn enrollment in future

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Reputation Management

and Branding Strategy

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The oldest national university in East Asia

Educated many leaders in China, Taiwan and Korea

Japan is the only country in Asia where home grown talents

received Nobel prizes (16 physics / chemistry / medicine prizes)

Success of Japanese higher education hampering globalization

Many of our graduates seek PhDs at UTokyo, rather than

going abroad.

The University of Tokyo very well respected in the global

academic community, but not well known outside East Asia

Our Challenge

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University identity

Japan’s top university

Asian hub university

World-class leading research university

Branding Strategy

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Official name

The University of Tokyo

University of Tokyo

Tokyo University

Short name

UT

Todai

UTokyo

What shall we call ourselves?

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International Branding and Marketing Strategy

Disseminate research contents globally

Market our educational programs and attract international students

Enhance international profile

Challenges

Different marketing strategy required for international audience

UTokyo’s decentralized structure and tradition

Obtaining buy-in from faculty members

Branding and Marketing

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UTokyo Research website (Japanese/English)

Launched in October 2011

Adapted for tablet/smartphones in March 2013

Active outreach to media in Japan and overseas

UTokyo Research, On Site

Invite media onto campus

Themed events

Briefing gives overview of field

Followed by

laboratory tours

informal discussion

UTokyo Research: Disseminate Research Globally

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UTokyo Forum

A series of presentations/symposia to enhance visibility of

academic research and to promote international research

collaboration

2000 Boston (MIT) and Silicon Valley (Stanford, UC San Francisco)

2002 Singapore (NUS)

2004 Sweden (Stockholm U., Karolinska I., Stockholm SE, and Uppsala U.)

2005 Beijing (PKU, Tsinghua, CAS)

2007 Seoul (SNU, Korea U.)

2009 UK （ICL, City U. London, Manchester Met. U., Cambridge)

2011 France (CNRS, Collège de France, U. de Lyon)

November 2013

Chile (Pontificia Universidad Católica

de Chile, U. of Chile)

Brazil (U. of Sao Paulo)

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Social Media

Began using Facebook and Twitter in 2011

Launched LinkedIn College Page in early September

Outreach to international alumni

President’s Council

Work with University of Tokyo Press

Enhance International Profile

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Coursera Online Courses

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edX Online Courses

Shunya Yoshimi Professor Sociology, Cultural Studies and Media Studies

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Advertisement in Times Higher Education

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Thank you!