Building International Partnerships Vietnam-UK Conference on Trans-National Education, Hanoi, 22 October 2010 Dr Matthew Hibberd Department of Film, Media and Journalism The University of Stirling, Scotland, UK

The University of Stirling Established in 1967, currently with 12,000 students (19% from over 80 countries) and 1,300 staff members 32th out of 120 universities in the UK and 2010 Scottish University of Year by the Sunday Times

Dept. of Film, Media and Journalism One of the oldest in media and communications in the UK (founded in 1978) 7 th in the UK and top in Scotland in overall performance (Good University Guide 2008) 12 th in UK in research performance (RAE2008) –95% classified as of international standards –75% Internationally excellent or world-leading

Project Background Media & communications industries booming but lacking professionalism –E.g. 75% of Vietnamese journalists have not been through any kind of formal journalism training

MSc in Media and Communications Management First of its kind in the UK (since 1993) Essentially an MBA for media and promotional professionals, combining economics, finance, management and communications studies –Marketing Communications –Organisation and Strategic Management –Corporate Communications –Media Economics and Finance –Media (Market) Research Methods –Media Culture & Society –Dissertation

The arrangement Stirling: academic affairs –building course agenda/content –delivering lectures –quality control –training and guiding local admin and academic staff –other academic management/leadership activities Vietnam Partner: all local logistic and clerical support for students and staff, plus teaching assistance/lectures

Quality assurance 70% of tuition fee of same degree at Stirling but conforming to all academic requirements for a postgraduate programme –From entry qualifications to teaching agenda, to student assessment and course evaluation process Taught by experienced and senior academics from Stirling, inc. Deputy Head of Department –all with international reputation in their research areas Meeting student expectations of a UK postgraduate programme

English pathways IELTS 6.0 or TOEFL equivalent A first degree in English, plus at least two years of using English for daily work before application An English test specifically designed for this programme (not intended to be an IELTS or TOEFL!) –Writing –Reading –Presentation/interview (Why do you want to obtain an MSc in Media Management?)

Delivery methods Face-to-face teaching –Stirling academics deliver lectures in intensive periods. –Local lectures and tutoring when Stirling academics are not present Online teaching –Consultation and discussion via , WebCT and telephone Same assessment criteria and process as Scotland-based Media Management and PR students

Leaning resources (1) Key textbooks from Stirling Additional readings handed out in class –Usually specified for each lecture in course handbooks

Leaning resources (2) Detailed lecture and seminar notes on WebCT –Notes from MSc in MCM Online –Guest speeches/presentations University of Stirlings online resources –Students provided with Stirling computer account to access WebCT, MyPortal, online databases and e-books subscribed by Stirling

Localisation (1) Adjusting programme structure and course agendas to suit local needs. For example: –adding Corporate Communication Seminars with distinguished figures from Vietnamese media industries

Localisation (2) A good number of localised assignments in most courses –Media Economics, Marketing Communications, Corporate Communication, Organisation and Management, Research Methods Dissertation on a local topic

What have we achieved? (1) High quality and goodwill among students –No student has failed any course so far Expanding cooperation between Vietnam and UK

What have we achieved? (2) A firm position for Stirling to expand relationships –New research partnerships being formed Increased awareness of Stirling in Vietnam –Increasing number of Vietnamese students to Stirling

Thank you very much for your attention.