Global Branding Strategy: Waseda University Case Study

1. SEAMEO RETRAC 12th Governing Board Meeting and International Conference Nha Trang, August 09 -14, 2009 Branding AsianUniversity for Global Higher Education -A Case of Waseda Kazuo Kuroda Professor of International Education Graduate School of Asia-Pacific Studies, Waseda University

2. Outline of Presentation • What’s Waseda University? • Waseda’s Global Network • Global and Asian Strategy for Branding Waseda for the World • Global and Asian Strategy for Branding Japanese Higher Education for the World

3. 1. What’s Waseda University?

4. Waseda University: General Information • Founded in 1882 • One of the most prestigious • universities in Japan • Nurtured many leaders of • many fields in Japan • Appropriate case for • “branding” university • as good and bad examples

5. Current Situation of Waseda University • Academic Organizations • 13 Undergraduate Schools • 17 Graduate Schools and 5 Professional Schools • 2 High Schools • 3 Affiliate High Schools • 2 Schools of Arts and Architecture • Extensive Alumni Network • Over 490,000 alumni around the world • Excellent entrepreneurs creating prestigious firms such as Sony, Casio, etc. • CEOs of first-class companies such as Fujitsu, Honda, Nintendo, Samsung, etc.

6. Waseda Graduates who became Primer Tanzan ISHIBASHI 1956-1957 Noboru TAKESHITA 1987-1989 Toshiki KAIFU 1989-1991 Shigenobu OKUMA 1898- and 1914- Keizo OBUCHI 1998-2000 Yoshiro MORI 2000-2001 Yasuo FUKUDA 2007-2008

7. 13 Undergraduate Schools • School of Political Science and Economics • School of Law • School of Media, Culture and Society • School of Humanities and Social Sciences • School of Education • School of Commerce • School of Fundamental Science and Engineering • School of Creative Science and Engineering • School of Advanced Science and Engineering • School of Social Sciences • School of Human Sciences • School of Sport Sciences • School of International Liberal Studies

8. 17 Graduate Schools • Graduate School of Political Science • Graduate School of Economics • Graduate School of Law • Graduate School of Letters, Arts and Sciences • Graduate School of Commerce • Graduate School of Fundamental Science and Engineering • Graduate School of Creative Science and Engineering • Graduate School of Advanced Science and Engineering • Graduate School of Education • Graduate School of Human Sciences • Graduate School of Social Sciences • Graduate School of Asia-Pacific Studies • Graduate School of Global Information and Telecommunication Studies • Graduate School of Japanese Applied Linguistics • Graduate School of Information, Production and Systems • Graduate School of Sport Sciences • Graduate School of Teacher Education

9. 5 Professional Schools • The Okuma School of Public Management • Waseda Law School • Graduate School of Finance • Graduate School of Accounting • Waseda Business School MBA Programs, Graduate School of Commerce

10. Excellent Programs • 21st Century COE (Center Of Excellence) Program and Global COE Program at Waseda University • Holostic Research and Education Center for Physics of Self-organization Systems (21) • The Innovative research on symbiosis technologies for human and robots in the elderly dominated society (21) • Constructing Open Political Economic Systems (21) • Creating New Legal System for Corporation and Society (21) • Global COE for Practical Chemical Wisdom (G) • International Research and Education Center for Ambient Soc (G) • International Institute for Education and Research in Theater and Film Arts (G) • Global Institute for Asian Regional Integration (G)

11. 2. Waseda’s Global Network

12. Global Network of Waseda Agreements with Overseas Institutions As of August, 2007

13. Student Exchange (Incoming) As of June, 2007 International Students at Waseda (Region of Origin)

14. Student Exchange (Outgoing) As of October, 2006 International Students from Waseda (Region of Destination)

15. Overseas Bases of Waseda University Europe Center（Bonn, Germany） Waseda Oregon Office（Portland, U.S.A.） Peking-Waseda Joint Center for Instruction and Research (China) Paris Office（France） KU Liaison Office (Korea) Fudan-Waseda Education & Research Institute (China) Waseda Education (Thailand) Waseda University Singapore Branch Office (Singapore) Waseda Shibuya Senior High School (Singapore) Waseda-Olympus Bioscience Research Institute (Singapore) NTU-Waseda Double MBA Program (Singapore)

16. Some Major Partner Universities • Peking University (China) • Fudan University (China) • Korea University (Korea) • National Taiwan University (Taiwan) • National University of Singapore (Singapore) • Vietnam National University (Vietnam) • Australian National University (Australia) • Science Po (France) • Columbia University (U.S.A.) • University of California (U.S.A)

17. Joint Academic Programs with Overseas Institutions – Double-degree Programs • Double-degree Programs with Partner Universities • Joint doctoral program with Peking University (2002-) • Double-degree programs with Peking University and Fudan University at undergraduate level (2005-) • Double MBA program with Nanyang Technological University, Singapore (2006-) • Double-degree program with National Taiwan University and National University of Singapore at undergraduate level (2007-) • Double-degree program with Columbia University at Ph.D. level (2008-) • Double-degree program with National Taiwan University at MA level (2008-)

18. School of International Liberal Studies (SILS) • Emphasis on Liberal Arts Education • Nurturing a Global Perspective and Vision /Using English and Japanese as Common Languages for Learning • One-year Study Abroad Requirement • Helping Waseda become a World-class University

19. Graduate School of Asia-Pacific Studies • First Graduate School which offered Courses in English • Many International Students from Asian Countries • Driving Engine for “Asianization” of Education in Waseda

20. Asia Cyber College by Digital Campus Consortium

21. Participation in International Consortium

22. 3. Global and Asian Strategy for Branding Waseda for the World

23. Development of International Education • 1905 Accepted Chinese Students from Qing Dynasty • 1920s 25% of All Students were International Students • International Division (Bekka) Opened, Accepted 100 • Students from U.S. Annually • 1990s Drastic Increase of International Agreements • Graduate Schools with English Courses Opened (GSAPS, • GITS, IPS, WBS) • 2001 School of International Liberal Studies (SILS) Opened • 2005 Double-degree Programs Started

24. Number of Student Exchange (Incoming) 2,368 2,076 2,435 1,779 1,593 1,502 1,313 1,153 1,094

25. Number of Student Exchange (Outgoing)

26. Administrative Logistics for Global Strategy Executive Board Schools, Graduate Schools Planning Global Strategy Management of Overseas Office Management of Global Network Academic Affairs Division International Affairs Division International Office Student Exchange Office Development of Exchange Programs Center for International Education Education for International Students

27. Four Pillars of Global Strategy • Attracting Excellent International Students / Scholarship, Development of Programs, International Network, …. • Routinizing Multi-cultural Experiences / Foreign Language Education, International Community Center, • Educating Excellent Young Scholars / Promotion of Pioneering Research, Global COE Programs, … • Networking with Global Top Universities / “Global College” Scheme, Participation in International Consortium, ..

28. Drives for Global Strategy • Domestic Reasons / Shrinking Domestic Market / Competition-oriented Governmental Policy - Global COE and Global 30, etc. • Non-domestic Reasons / Global Competition in Education Industry / Rising Asian Economies / Prospect for Asian Regional Integration

29. Uniqueness of Waseda’s Global Strategy • Rediscovery and Re-establishment of “Asian Dimension” of Waseda as its Global Strategy / “Bridging Ideas between East and West”: Waseda University’s Mission / Found Waseda as Asian Brand with Strong Alumni Network / Establishment of Graduate School of Asia-Pacific Studies to Nurture Asian leaders / Establishment of Organization for Asian Studies and Recruitment of Asian Study Specialists to Strengthen Asian Study at Waseda / Making alliances of Asian Leading Universities ⇒Two-step Strategy: Asian to Global

30. Image of Networking with Global Universities • “Global College” Scheme: Selected Program by MEXT’s “College Education Programs for Internationalization of Japanese Universities” (2007-) Proof of completion Fulfillment of requirements by participant university student Global College Waseda University Columbia University Yale University National University of SingaporeFuture Peking University Fudan University Korea University Conferment of 2nd major from the Global College

31. 4. Global and Asian Strategy for Branding Japanese Higher Education for the World

32. Trends in Number of International Studentsin Japanhttp://www.jasso.go.jp/statistics/intl_student/data07_e.html

33. Number of International Students by Nationality http://www.jasso.go.jp/statistics/intl_student/data07_e.html (in 2007)

34. Inter-University Agreementshttp://www.mext.go.jp/b_menu/houdou/19/09/07090416.htm

35. Professorial exchange based on Japanese inter-university agreements (dispatch and acceptance)http://www.mext.go.jp/b_menu/houdou/19/09/07090416.htm

36. Number of International Agreements with Japanese Universities by Countries in Asia

37. Japanese University Branch Offices Abroad by Countries

38. Branding Japanese Higher Education for the Future • Japan promotes "Plan for 300,000 Exchange Students“ • Japan selects and promotes “Global 30” leading universities • Under the Japan-East Asia Network of Exchange for Students and Youths Programme (or the JENESYS Programme), Japan invites 6,000 youths to Japan every year from all across Asia. • Proposals of Asian Version of ERUSMUS Programme →Japan as a whole is trying to promote and brand Japanese higher education to the world through linking more with Asia.

39. Thank You! Waseda Bear 125th Anniversary Mascot Character