Do Rankings Still Matter in Emerging Markets?

University rankings remain part of the decision-making equation - but their weight is changing, particularly in emerging markets where access, affordability, and employability are top concerns.

Rankings Are Not the Whole Story

While students in countries like South Korea or China may still see rankings as a proxy for safety and legitimacy, students in markets like Brazil, Vietnam, Nigeria, and Colombia are taking a more pragmatic approach.

Program-Level Reputation is Rising

Instead of looking at global rankings alone, students are researching the reputation of specific departments or majors. For example, a mid-ranked institution with a top-rated hospitality, data science, or film program can outperform a globally "better-known" university in student interest.

Employability and Outcome Metrics Matter More

Students want to know: who hires your graduates? What’s the average starting salary? What internships are embedded in the curriculum? These tangible signals are reshaping how students define quality.

Agent and Peer Influence

In many cases, local agents and peer networks have more influence than rankings. Trusted recommendations, online testimonials, and alumni feedback are playing a more active role in student decision-making.

Rankings Still Open Doors — But Don’t Guarantee Enrollment

Institutions can leverage rankings as an entry point - but must follow through with value-driven messaging, outcome data, and cultural alignment.

The verdict: rankings still matter, but they’re no longer enough.