General
Social media: the modern trend of building and championing institutional brands in higher education
On 26th February 2018, the Directorate of ICT Support (DICTS) at Makerere University organised a Social Media for Higher Education Workshop to sensitize staff and students on how they can utilise social media and other digital media platforms to champion the institution’s brand amongst its stakeholders around the world.
Officially opened by the Vice Chancellor of Makerere University Prof. Barnabas Nawangwe who was represented by the Director of DICTS Eng. Kitumba Frank, the workshop also focused on discussing the important ways of how Makerere University, can embrace the professional usage of social media tools to improve its online brand as well as harmonising social media as a learning tool.
During the interactive sessions, experts in social media management, communication, Public relations, digital marketing and digital PR and ICT intelligences from both government institutions and private sector, the researchers in academia shared ideas on how the staff and student can exploit their personal social media platforms to promote, protect and market Makerere University as a brand with the aim of increasing its visibility.
In a speech read by Eng. Kitumba, The Vice Chancellor appreciated the move by the Directorate of ICT Support (DICTS) to sensitize the University community on proper representation of Makerere University as a brand online. He urged staff and students to own the University reputation and promote its work in research, innovations and other developments wherever they are.
“Social media is increasingly becoming a key online marketing tool for institutions the world over, therefore we need to ensure that Makerere University is very vibrant on social media as we embark on the move to unlock its potential,” he said.
Social Media has evolved exponentially into a powerful social engagement, business intelligence and educational tool that should be embraced by all in this information driven age. Today, companies use social media for predictive data analytics whose findings can be used for business forecasting, improving business sales and retaining customers.
Higher education institutions the world over are equally embracing social media as a research marketing tool that is able to drive user traffic to their web-portals, improve their visibility and rank as well as market their research products to a wider audience.
“Social media tools are useful for gathering, collating, accessing, managing, sharing and disseminating your work and research findings. The effective use of social media tools can also enable you to manage your online presence, develop your reputation, maximize your impact and build networks,” Prof. Nawangwe mentioned.
According to the Director, DICTS Eng. Kitumba Frank, Makerere University joined the trend of using social media with the aim of promoting its brand, protecting its image and increasing the opportunities of reaching out to its stakeholders. To achieve this wonderful milestone, the institution has been able to harmonise the existing online platform and ICT tools together with social media platforms to easily reach out to its stakeholders.
Mr. Kitumba also revealed that the University is developing a tool that will increase the staff and students interactivity on Makerere University social platforms. He therefore encouraged them to be very vibrant online and ensure that they positively represent the great brand and legacy Makerere owns.
“We are ensuring that the institution moves with the trend. We have managed to harmonise the existing tools with the social media platforms to ensure increase our interaction with the users and also market our research, innovations and other developments in academics,” he said.
Samuel Paul Mugabi, the End-User Manager at DICTS said that Social media has evolved overtime and it is more than a casual linkup. According to him, the Makerere University has therefore recognized the changing trend and adopted the service delivery model where the IT Service Management has been streamlined to fit the social media trend and online interactivity among end users.
“We have improved the quality and consistency of the IT support experience for students, faculty and staff using various electronic touch points such as email, phones, CRM and Help-Desk tools. As the end user unit, we are in the process of repackaging data to fit our users’ interest and ensure that the message produced, effectively communicates across all the university platforms. We are working hand in hand with the Makerere University Public Relations Office to ensure that Makerere University maintains its relevancy through its digital platforms,” he explained.
Engaging the audience on the importance of institutional branding, the Brand and Marketing Officer of Makerere University Mr. Agaba Issa Magabo said that branding helps institution to attract Government support for institutional plans, to continue attracting partnerships from both local and international agencies and to maintain the confidence of alumni especially the would-be donors that their alma mater still “rocks”.
“If you are to attract local and international finances, you must behave in a certain unique, uniform and authentic way that will catch the funder’s eyes and then entrust you with his money. This means you need to have an authentic brand that is popular and respected,” he said.
He cautioned staff and students who misrepresent and misuse the university brand saying that it does not only affect the university as an institution but also tarnishes their names.“For many years Makerere University has been branded as an institution of strikes, this has strongly tarnished its image and reputation. The negative reports in the media have done more harm than good to the institution’s image and has inflicted a big damage on its market. But remember this is our institution, which needs our protection. Let us enjoy its legacy through building and maintaining its brand that it has held for centuries as we build for the future,” he said.
Reiterating the need to manage content when communicating a powerful brand, the Makerere University Senior Public Relations Officer Ms. Ritah Namisango urged students and staff to always make a background check on the content they post about the institution. According to her, relevant and valuable content will always attract, engage and drive the audiences to follow the institution’s work hence creating traffic on the platforms. She appealed to staff and students to always defend and protect the institution’s image when interacting with their personal social media platforms.
“Our actions should support our institution. We should represent Makerere University positively as a good brand. Change starts with YOU. Be the change that you want to see. Communicate responsibly especially on social media.” she stated.
In a presentation on ‘how the media has improved our professional call a case study of WhatsApp, Dr. Paul Birevu Muyinda, said that social media tools such as WhatsApp have potentials to provide cooperation, increase social interaction, interest and motivation, sense of belonging, academic success, student-student and student-teacher interaction. The tools also support learning anytime and anywhere, provide peer support, feedback, and allow for sharing of information in education.
He however, noted that despite their relevancy, many tutors have met challenges while using social media to reach out to their students. “Concerns towards privacy and security, losing attention, getting beyond the limits in personal relations, use of slang language, and negative effects on academic life arising from excessive use of social media have been cited while tutors try to reach out to students via social media,” he stated.
Mr. Mathias Ssemanda a Digital Marketing Specialist said digital Marketing varies greatly depending on institutions interests and values. According to him, higher education institutions are often caught in the crosshairs of upholding history and tradition and moving forward into the future with students. This makes it vital that their social media marketing efforts comprise part of a larger strategy focused on the overall institutional brand.
Ssemanda said that as social networks continue to advance and meld into aspects of everyday life, the academic world is determining the way in which these digital tools can work to educational advantage in correlation with conventional methods.
“The intended core of social media is communication, providing great opportunities for those within the education industry to connect, share and learn. Digital marketing builds and maintains the customer relationship through online activities. When well-managed, digital marketing can put the consumer in control, provides convenience, drives the brand loyalty, reduces the selling cycle and captures customers that are searching on the Internet for answers,” he said.
Taking the audience through social media threats, risks and security, the Director Cyber-Crime Unit in the Uganda Police Mr. Haguma Jimmy said many people have become victims of social media threats and crime in Uganda. According to Mr. Haguma, over the years the Uganda Police has registered several cases of cybercrime such as cyber rape, conmen online, destruction of relevant information by security threats, illegal hackers among others.
He therefore advised Ugandans to adopt the best social media practices and also familiarize themselves with the laws that govern social media in Uganda. “Many laws have been put in place to regulate the social media environment, take time and read them so that you know your position while using social media. Do not open any emails from untrusted sources. Do not give offers from strangers the benefit of the doubt. Lock your laptop/Phone whenever you are away. Purchase anti-virus software. Read your company’s privacy policy to understand under what circumstances you can or should let a stranger into the building. Set strong passwords,” Mr. Haguma said.
Article and photos by: Proscovia Nabatte, Mak-Public Relations Office
On 20th January 2025, the blazing afternoon sun was temporarily obscured by cloud cover as a convoy complete with VVIP security detail quietly made its way to the Main Building. As the convoy came to a stop at the Main Building’s Eastern staircase, all eyes were peeled to see who this VVIP was. As she emerged, there was no fanfare whatsoever as she proceeded to pleasantly greet the welcoming party. Princess Zahra Aga Khan, graceful by all standards, had arrived at Makerere University, an institution fondly talked about by her father His Late Highness Prince Karim Aga Khan IV.
It was indeed humbling that Princess Zahra Aga Khan, a Member of the Board of Directors of the Aga Khan Development Network (AKDN) and Trustee of the Aga Khan University (AKU) could include Makerere University on her itinerary. She had earlier on the same day paid a courtesy call on the President H.E. Yoweri Kaguta Museveni at State House Nakasero, and presided over the graduation of 120 students of the Aga Khan University-Kampala.
Princess Zahra who was received by the Acting Vice Chancellor, Prof. Buyinza Mukadasi and the Dean Makerere University School of Public Health (MakSPH), Prof. Rhoda Wanyenze was thankful for the warm reception and Makerere’s unwavering legacy.
“My whole life, my father always told me that Makerere was the best University in Africa,” relayed Princess Zahra, before adding “And my whole life he told me how sad it was that tertiary level degrees had been de-funded and what fragility that bred in these countries.” She went on to explain that her father’s philosophy was that if a country cannot train its upper degrees, it cannot build a free, fair and successful economy.
Princess Zahra nevertheless expressed how glad she was to see that Makerere still remains a beacon of higher education, and that the Main Building that was gutted by fire was reconstructed to perfection. “So to come here and see it looking so amazing and beautiful is really good.”
She confessed that her itinerary, though involving many hops to preside over graduations in Kenya, Tanzania and finally Pakistan, was testimony of how much Aga Khan Institutions had evolved over the past twenty years. Princess Zahra explained that partnerships with Makerere and other universities, especially in the aftermath of events such as CoVID-19, were crucial in helping Aga Khan Institutions to adjust. “An institution can become far stronger and more resilient,” she explained.
In his welcome remarks, Prof. Buyinza thanked Princess Zahra for including Makerere on her eventful itinerary. “We are more than a century old and have greatly impacted the development and economy of this country, not on our own, but with the big network of our partners in many respects. Your coming reinforces the resolve that we must work together for the good of humanity.”
The Acting Vice Chancellor equally welcomed members of Princess Zahra’s delegation who included; her daughter Sarah Boyden, Mr. Zakir Mahmood-Chairman Board of Trustees AKU, Mr. Amin Mawji, OBE-Trustee AKDN, Dr. Sulaiman Shahabuddin-President and Vice Chancellor AKU, Dr. Tania Bubela-Provost and Vice President Academic AKU, Zeenat Shahabuddin-Regional CEO for Aga Khan Health Services (AKHS) in East Africa, and Joseph Mwizerwa-Associate Vice Provost AKU-Uganda.
Contributing to the day’s discussion, Dr. Sulaiman Shahabuddin the President and Vice Chancellor AKU who has been in Kampala for the last twenty years, admitted that the new campus in Nakawa heralds a new era of growth as they commence student activities in June 2025.
“Makerere has been and is a distinguished University in Africa. We look forward to engaging and discussing how best we can come up with programmes that can benefit Uganda and Ugandans” he remarked.
As a rejoinder, Prof. Rhoda Wanyenze admitted that AKU’s and Makerere’s academic programmes present a number of potential synergies both in training and research. “Cancer clinical care and research is a big issue for us here; the burden is growing and we need to do more work to be able to characterize exposures and what it is that’s driving it.”
Other areas singled out in the discussion as potential for collaboration included; the environment, climate change and its linkage with health and other issues, and harnessing of the potential Electronic Medical Records (EMR). Makerere University currently partners with the Ministry of Health to roll out EMR systems nationwide, so as to optimize health service delivery in line with the Uganda Vision 2040.
“We have already done quite a number of facilities across the country for HIV, probably more than 1,000, but right now we are moving towards having an integrated electronic system for all care, the interoperability of multiple systems that exist, and being able to scale that up” complemented Prof. Wanyenze.
Prof. Buyinza who brought the lively discussion to a close concurred that a lot of potential areas for collaboration exist between the two partners and reassured Princess Zahra Aga Khan and her delegation of the Makerere’s readiness to undertake joint activities for the good of humanity. He also used the occasion to observe a moment of silence in honour of His Late Highness Prince Karim Aga Khan IV, who passed away on 4th February 2025.
Following the signing of the Vice Chancellor’s Visitors Book, Princess Zahra Aga Khan and her delegation proceeded to the Makerere University Innovation Pod (Mak UniPod), where they received a guided tour from Dr. Cathy Ikiror Mbidde, the Director.
Prof. Henry Alinaitwe on 20th February 2025 officially handed over the Office of Deputy Vice Chancellor (Finance and Administration)-DVCFA to Prof. Winston Tumps Ireeta at a ceremony presided over by the Acting (Ag.) Vice Chancellor, Prof. Buyinza Mukadasi. The handover was witnessed by the University Secretary-Mr. Yusuf Kiranda, Chief Human Resources-Mr. Deus Tayari Mujuni, Chief Internal Audit-Mr. Patrick Akonyet, University Bursar-Mr. Evarist Bainomugisha and Chief Legal Affairs-Ms. Nanyondo Sumaiyah Sebuta.
Equally present to witness the ceremony were the Chief Estates and Works- Eng. Okuk Geoffrey, Dean of Students-Dr. Winifred Kabumbuli, Deputy University Secretary-Mr. Simon Kizito, Mr. Juma Katongole-Representing Director ICT Support, Ms. Susan Mbabazi-Representing Director Gender Mainstreaming, Ag. Manager of Planning and Development-Mr. Emmanuel Kitamirike as well as staff from the Vice Chancellor’s and Deputy Vice Chancellors’ Offices.
Prof. Buyinza Mukadasi in his remarks thanked Prof. Alinaitwe for the effort and support rendered to the University through the DVCFA’s Office and prayed that Makerere could continue tapping into his knowledge.
“As colleagues we have a shared agenda and a common destination as we do the best for Makerere. I thank Prof. Henry Alinaitwe for being a hardworking colleague of great humility, collegiality, and being open-heartedly committed to the principle of trust” remarked Prof. Buyinza, who also expressed belief that God has bigger plans for him as he exits office.
In the same breath, Prof. Buyinza congratulated Prof. Ireeta on his new role, admitting that he has what it takes to carry on from where his predecessor left off. “Thank you for accepting to take on this appointment; it takes a person of great responsibility to accept the huge mandate of this office.”
The Chief Human Resources Officer, Mr. Mujuni thanked Prof. Alinaitwe for steering the Office of the DVCFA and pledged to correspondingly support his new supervisor, Prof. Ireeta. The University Secretary, Mr. Kiranda equally thanked Prof. Alinaitwe for the guidance, support, and flexibility accorded to his office to fulfil its mandate.
“Although it is difficult for us to sit here and witness this handover, we are comforted to have previously worked with Prof. Ireeta and look forward to the continuity in service that his experience presents” added Mr. Kiranda.
The Chief Internal Audit Officer, Mr. Akonyet in his tribute thanked Prof. Henry Alinaitwe for his guidance as immediate supervisor, which helped shape the internal audit function. Like Mr. Kiranda, Mr. Akonyet thanked Prof. Ireeta for his support as a member of the University Council’s Audit Committee and expressed confidence that his passion for service would greatly benefit the University in his new role.
Presenting his handover report, Prof. Henry Alinaitwe reflected on a number of achievements such as: Mobilising resources for the Makerere@100 Celebrations and other activities; establishing the Grants Administration and Management Support Unit (GAMSU); realigning Makerere’s Ten-Year Strategic Plan to the Five-Year NDP-recommended interval; Payment of outstanding In-house Benefits; Harmonization of staff salaries; as well as Recruitment, Promotion and Training of staff.
Prof. Alinaitwe equally highlighted achievements such as: Formulation of the ICT Policy and purchase of related equipment; Developing a Security Masterplan and enhancing surveillance, personnel numbers and equipment; Support to Student Affairs Management and Governance including overseeing the Emerging Leaders Program; Renovation of Student Halls of Residence; Establishment of the Disability Support Centre; Leading the Design Team for the Reconstruction of the Main Building; Improving Competitiveness of the Staff Housing Policy; Improving the University Fleet and Vehicle Access Control; Improving the Budgeting Process through Unit Ledgers and Accounts; among others.
He concluded by thanking the University Council and the Vice Chancellor for entrusting him with the role of DVCFA as well as all the support rendered to his office in the execution of his duties. “Whereas I have read out all these various achievements, they have largely been due to all your respective contributions and I thank you for that.”
In his acceptance remarks, Prof. Winston Tumps Ireeta similarly thanked the University Council and Vice Chancellor for entrusting him with the responsibility of overseeing the Office of the DVCFA. He acknowledged that despite the fact that he was taking over from Prof. Alinaitwe on whose behalf he had acted a number of times, he still has big shoes to fill. “However, with my God, all things will work out” he prayed.
The incoming DVCFA requested Prof. Alinaitwe to always accept consultation on matters relating to the office and pledged to be as results-oriented as his predecessors. “Let’s all work together for the good of our University” he concluded.
Following the Handover Ceremony, Prof. Buyinza Mukadasi on behalf of Members of Management presented a plaque to Prof. Henry Alinaitwe in appreciation of his dedicated service as Ag. DVCFA from 16th November 2021 to 19th February 2025.
In a pivotal meeting held earlier this morning, the Acting Deputy Vice Chancellor, Prof. Henry Alinaitwe, met with project implementation partners from the Korea Institute for Development Strategy (KDS) and the Korea National Open University (KNOU) to discuss the upcoming Project for Enhancing the Distance Education Environment at Makerere University in Uganda (2024-2028). This collaboration, set to launch on February 27, 2025, is poised to revolutionize the university’s distance learning initiatives.
The project, which is generously funded by the Korean Government through KOICA (Korea International Cooperation Agency), will receive a substantial investment of USD 12.2 million. It aims to address critical areas in e-learning at Makerere University, with key components focusing on the development of a comprehensive e-learning master plan, capacity building for staff in Open and Distance eLearning (ODeL), equipping two state-of-the-art content development studios, and the development of necessary infrastructure.
Prof. Henry Alinaitwe expressed his enthusiasm for the partnership, stating, “This project marks a significant milestone for Makerere University as we strive to enhance our distance learning capabilities. The integration of advanced technology and capacity building will not only improve the quality of education but also ensure greater accessibility for learners across the region. We are grateful for the generous support from the Korean Government and look forward to the successful implementation of the project.”
The delegation from Korea, led by Prof. Chun Se yeoung, also expressed their commitment to the success of the project. Prof. Chun Se yeoung remarked, “We are excited to partner with Makerere University on this transformative project. We believe that by enhancing the distance education environment at Makerere, we will not only benefit the university but contribute to the development of higher education in Uganda and the broader East African region. Our goal is to build a sustainable and scalable model that empowers educators and students alike.”
The project is expected to have a lasting impact, significantly strengthening Makerere University’s capacity to offer high-quality education remotely, thereby increasing access to learning opportunities for students across Uganda and beyond.
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