QS Stars rating enhances the institution’s brand reputation by providing quantifiable proof of its quality, which can influence perceptions, attract talent, and lead to better institutional growth.
Tafila Technical University (TTU), located in the suburban setting of the small city of Tafilah, Jordan, is one of the top public universities in the region, ranked #151-170 in the Arab Region Rankings 2024. Established in 2005, TTU is a non-profit, co-educational institution officially accredited by the Ministry of Higher Education and Scientific Research, Jordan. With an enrolment of 4,999-7,000 students, TTU offers a variety of courses and programmes leading to officially recognised higher education degrees, such as bachelor’s and master’s degrees, with a strong focus on areas including engineering studies.
We spoke to Dr. Buuthina Ziead, Director of International Projects and Relations Office at TTU about the experience of using QS Stars to enhance their strategy for student-centered initiatives.
What objectives has QS Stars helped you to achieve over the years, especially within your region?
- Greater local and international projection
- Attraction of regional and international talent
- More job opportunities for our graduates and students
- Multicultural networking
- Knowledge of new methodologies and trends
What were the main reasons for your institution to conduct a reaudit with QS Stars?
To offer strategic direction for student-centered initiatives, we carried out a QS Stars reaudit to benchmark ourselves against comparable educational institutions where research is thriving.
Describe your audit journey with QS Stars and how it has helped with the university processes internally / externally
We engaged in intense work for three months, holding meetings with various academic and administrative departments of the University. During these sessions, the QS Stars methodology was initially explained, followed by the commencement of data collection. Finally, the gathered information and evidence were reviewed and evaluated. Throughout the process, we consistently considered previous results to maintain a clear understanding of the target to surpass.
How has the institution benefited QS Stars in terms of brand reputation?
Having a QS Stars rating can significantly enhance an institution’s brand reputation in several ways:
1. Global recognition
The QS brand is globally recognised, and institutions that receive a QS Stars rating benefit from the prestige and credibility associated with it. This recognition can place the institution on the radar of international students, academics, and partners, especially if the institution is lesser known outside its home country.
2. Quality assurance and benchmarking
QS Stars ratings are based on objective criteria across several key areas like teaching, employability, facilities, internationalization, and research. When an institution earns a high rating, it serves as third-party validation of its strengths, which can bolster its brand as a high- quality educational provider.
For institutions with strong performance in specific areas (e.g., 5-star rating for employability or facilities), the detailed breakdown helps the institution build a reputation as a leader in those specific domains.
3. Differentiation in a competitive market
The education sector is highly competitive, and institutions need to stand out in their marketing efforts. A QS Stars rating, especially a 5-star overall rating or in specific categories, helps distinguish an institution from its competitors. This differentiation boosts its brand value, as prospective students and partners are more likely to associate the institution with high standards of excellence.
4. Enhanced trust and credibility
Students, parents, and employers often seek tangible proof of an institution’s quality. A strong QS Stars rating increases trust in the institution’s offerings, contributing to a positive perception of the brand. This can lead to increased enrolment, better employer partnerships, and stronger alumni engagement.
5. Improved stakeholder confidence
A positive QS Stars rating can strengthen confidence among various stakeholders, including current students, alumni, faculty, and donors. It validates the institution’s ongoing efforts to maintain high standards and can encourage further investment and support for the institution’s future growth.
6. Marketing and publicity
Institutions often use their QS Stars rating in marketing materials, on websites, and in communications to enhance their public image. This kind of public endorsement is a powerful branding tool, especially in regions where QS is widely respected, such as Asia, Europe, and parts of Latin America.
Media outlets and education platforms may also highlight institutions with high QS Stars ratings, giving further publicity and elevating the brand’s profile.
7. Attraction of high-quality faculty and researchers
A strong QS Stars rating not only attracts students but also helps in the recruitment of high- quality faculty and researchers. Academics often seek institutions with strong reputations and high research output, and a QS Stars rating can serve as a signal of the institution’s commitment to academic excellence.
8. Positive perception among employers and industry
Institutions that perform well in the employability and academic development categories in QS Stars gain a strong reputation among employers and industry partners. This can lead to better placement opportunities for students, as well as enhanced collaboration with industry for research and innovation.
In essence, the QS Stars rating enhances the institution’s brand reputation by providing quantifiable proof of its quality, which can influence perceptions, attract talent, and lead to better institutional growth.
How does having QS Stars rating influence student recruitment or partnerships with other institutions?
1. Student recruitment
Increased visibility: A QS Stars rating is recognised globally, which enhances the institution’s reputation and visibility among prospective students, especially internationally. Students often rely on rankings and ratings to assess the quality of education and facilities at institutions.
Trust in quality: QS Stars assess various metrics like teaching, employability, facilities, internationaliszation, and research output. High ratings in these areas signal to students that an institution excels in key aspects they consider when choosing where to study. This helps to build trust in the institution’s quality.
Marketing advantage: Institutions use their QS Stars rating in marketing campaigns to differentiate themselves from competitors. For example, a 5-star Star rating in employability can attract students who are career-focused, while a 5-Sstar rating in teaching or learning environments can appeal to those who prioritise academic quality.
2. Partnerships with other institutions
Improved credibility for collaborations: QS Stars ratings can elevate an institution’s credibility when seeking partnerships for academic collaborations, research, and student exchange programmes. Institutions with higher ratings or strong performances in specific areas are more likely to be seen as valuable collaborators.
Attracting international partners: Many universities are looking for partnerships that enhance their own global presence. A strong QS Stars rating increases the likelihood of being approached by foreign universities for dual degree programmes, research partnerships, and exchange programmes.
Benchmark for comparison: The detailed breakdown of QS Stars allows other institutions to see how well a potential partner performs in specific categories. For example, a university with a 5-Sstar rating in internationalisation may attract institutions looking to collaborate on exchange programmes or joint research in global contexts.
Grant opportunities and funding: In some cases, partnerships for research and development projects may also be influenced by the rating. Organisations and governments may view QS Stars as a third-party validation of an institution’s research capabilities or teaching quality, which can influence funding decisions.
Overall, having a QS Stars rating offers a measurable advantage in both recruiting students and forming strategic partnerships, as it provides a standardised evaluation of the institution’s strengths and areas of excellence.
How has being rated five stars in Teaching, Employability, Academic Development, Facilities and Inclusiveness helped your institution be further recognised in these areas?
Being rated highly in key categories such as Teaching, Employability, Academic development, Facilities, and Inclusiveness can significantly boost an institution’s recognition in these areas:
Teaching
Reputation for academic excellence: A top rating in teaching signals that the institution offers high-quality education with well-trained faculty and effective teaching methodologies. This strengthens the institution’s academic reputation both regionally and internationally.
Attracting high-quality faculty: Institutions with a strong teaching rating become more attractive to talented educators and researchers looking for institutions that value academic rigor and innovation in teaching.
Student attraction and retention: Prospective students and parents prioritise teaching quality when choosing an institution. A strong rating in this category enhances the institution’s ability to recruit and retain students, as it demonstrates a commitment to delivering an exceptional learning experience.
Employability
Building trust with employers: A high employability rating signals to companies and industries that the institution produces graduates who are job-ready and equipped with skills relevant to the marketplace. This enhances the institution’s partnerships with employers and can lead to increased internship and job placement opportunities.
Appealing to career-focused students: Students are increasingly looking for institutions that can provide a clear path to employment. A strong rating in employability boosts the institution’s appeal to career-driven students, particularly those seeking professional development.
Industry collaborations: With a high employability rating, the institution is more likely to attract industry collaborations, such as research partnerships, guest lectures, and career fairs, enhancing its visibility in the professional world.
Academic development
Leadership in educational innovation: A top rating in academic development indicates that the institution is at the forefront of curriculum development, faculty advancement, and student engagement initiatives. This recognition helps position the institution as a leader in academic innovation, attracting attention from other institutions, faculty, and academic organisations.
Student-centred learning environment: Academic development ratings reflect how well an institution supports student growth. This focus on holistic student development draws students who are looking for institutions that prioritise their personal and professional growth.
Facilities
Improved campus appeal: Top-rated facilities demonstrate that the institution provides state-of-the-art infrastructure, including libraries, labs, sports facilities, and technology. This enhances the institution’s appeal to students and faculty, improving recruitment efforts.
Better learning and living conditions: A high rating in facilities assures students and their families that they will have access to modern, well-maintained, and conducive environments for both learning and campus life. This creates a positive impression, contributing to higher enrolment and retention rates.
Increased research and innovation opportunities: Well-developed facilities also mean better research laboratories, technology centres, and collaborative spaces that can attract partnerships with research organisations, government bodies, and the private sector.
Inclusiveness
Recognition for diversity and equity: A top inclusiveness rating positions the institution as a leader in diversity, equity, and inclusion (DEI). This enhances the institution’s reputation as a welcoming and accessible place for students of all backgrounds, including underrepresented groups.
Global appeal: Inclusiveness attracts international students and faculty, as well as individuals from diverse cultural and socio-economic backgrounds. This helps the institution build a more diverse student body and faculty, increasing its global presence and appeal.
Commitment to social responsibility: A high inclusiveness rating demonstrates the institution’s dedication to social justice and community engagement, which can lead to partnerships with non-governmental organisations (NGOs), social enterprises, and governments focused on societal improvement. It also contributes to a positive image, showing that the institution is committed to making education accessible and equitable.