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Social media: the modern trend of building and championing institutional brands in higher education

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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.

Eng. Kitumba Frank,, the Director of DICTS emphases the need for Makerere University to harmonise the existing online platform and ICT tools together with social media platforms
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.

 Mr. Agaba Issa Magabo,the Brand and Marketing Officer of Makerere University, speaking about the importance of institutional branding.
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.

The Makerere University Senior Public Relations Officer Ms. Ritah Namisango was able to emphasize the need to manage content when communicating a powerful brand.

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.

"The world is going digital, so our institions and businesses. we should utilse the opportunities availed by digital marketing," said Mr. Ssemanda Mathias, the digital Marketing specialist.

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.

the Director Cyber-Crime Unit in the Uganda Police Mr. Haguma Jimmy, tipping staff and students on the best social media practices.
 
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

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The 3rd Fundis and Technicians sensitization event and exhibition held successfully

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The 3rd annual Fundis and Technicians sensitization event and exhibition by manufacturers of building materials organized by the Department Architecture and Physical Planning at the College of Engineering, Design, Art and Technology (CEDAT), Makerere University came to a close with a call for increased partnerships between training institutions and the community.

The event that attracted 200 participants including masons, fundis, painters, builders, metal and electrical fabricators ran from Thursday 24th to Friday 25th October 2024 at CEDAT. It was supported by several stakeholders and was characterized by training sessions and an exhibition of building materials by different companies that make cement, paint, water tanks tiles and many more.

Prof. Henry Alinaitwe, the Deputy Vice Chancellor in charge of Finance and Administration, Makerere University.

Prof. Henry Alinaitwe, the Deputy Vice Chancellor in charge of Finance and Administration represented the Vice Chancellor, Prof. Barnabas Nawangwe at the opening of the training. In his remarks, he extended appreciation to the technicians for accepting to take part in the training which he said was key in ensuring that they gain from continuous learning. Prof. Alinaitwe observed that although some of them did not get through formal training, it was important that they took part in such training programs to keep abreast of the developments in the construction industry where they undertake the bulk of the work as masons, technicians, plumbers, and metal fabricators.

‘Keep improving, we need to up our game in terms of quality’, he said while making reference to the need for quality output.  He cautioned them on issues of cost and cheating of their clients by making realistic costs.  ‘We need to cost the work well taking into account the materials, the labor, the equipment used, and the overheads’.  The other area that needed to be taken care of by the technicians included time management, which reflects on attitudes towards work, team work.   While addressing the gathering in his capacity as Chairman of the Engineers Registration Board, Prof. Alinaitwe said the upcoming engineering Registration Bill, if approved, has a provision for the registration of all artisans and hence the need to have the minimum requirements for the stakeholders to be registered. He also stressed the need to bring on board as more women as possible.  ‘We want to see more women, who can do some aspects in construction better than men like painting.

Prof. Moses Musinguzi, the Principal of the College of Engineering, Design, Art and Technology, Makerere University.

Prof. Moses Musinguzi, the Principal of the College of Engineering, Design, Art and Technology while welcoming the trainees to the college said the training is a good initiative that will help address challenge of skill and work match.  He encouraged the trainees to do smart work, and take due consideration of ethics and customer care. He encouraged the department to extend the training opportunity to other units of the college and the university and also make it more formal, as part and parcel of the training program of the college in liaison with bodies like UBTEB.

Assoc. Prof. Kizito Maria Kasule, the Deputy Principal CEDAT while appreciating the initiative of the department said countries like Germany have apprenticeship training that help the training of students to gain skills equivalent to those acquired while in formal institutions of learning.  He said the academia in Uganda is increasingly recognizing the importance of the informal sector in the growth of the country. ‘We need to learn from you. Almost 90% of the people in the construction industry have been informally trained’. He said by learning from each other, the two sectors jointly make a contribution towards the development of the country.

Dr. Amin Tamale Kiggundu, the head of the Department of Architecture and Physical Planning said the initiative, a community outreach program of the college started three years ago in the year 2022 with 60 Fundis and masons, in 2023, the number was increased to 120 Fundis and the current 2024, was 200 Fundis of various categories, including painters, builders, metal fabricators, plumbers and electrical fabricators. He said this community outreach program aims at sharing the accumulated scientific knowledge in building, design and construction technologies at CEDAT, sharing the expertise, knowledge and experiences with communities in greater Kampala and hence bridging the existing knowledge and skills gap between the training institutions and the communities.

Dr. Amin Tamale Kiggundu, the head of the Department of Architecture and Physical Planning, Makerere University

The 21st century is characterized by collaboration, partnerships, and establishment of knowledge economies.  He said based on the trainings held so far, it is clear that partnerships between the training institutions and the communities were possible especially the Fundis who are closer to the communities. ‘We also want to learn from the Fundi’s experiences, how they are able to connect to the communities in some cases better than those who have gone through the training institutions’, he said. He further noted that the majority of fundis are young people that need to be supported with skills and other ways of nurturing them. The dream of the department, he said is to introduce an open door policy that allows fundis and other university students to come to learn.  

Several organizations supported the event and participated in the exhibition and they included Habitat for Humanity, Uganda, Green Building Council Uganda, The National Building Board, Uganda Clays Limited, Centenary Bank, Steel and Tube Industries Ltd, Simba Cement, Plascon, Goodwill, Cresttanks among others.

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MURBS has declared 13.40% interest on members’ balances for the financial year that ended on 30th June 2024.

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By: Ritah Namisango

Dr. Elizabeth Patricia Nansubuga, Chairperson of the Makerere University Retirement Benefits Scheme (MURBS) Board of Trustees, announced this milestone during the 14th Annual General Meeting (AGM) for the year 2023/24 held on Thursday, 24th October 2024, at Makerere University Main Campus, School of Public Health Auditorium.

The AGM attracted various stakeholders, including trustees, Audit Committee Chairperson CPA David Ssenoga, Board Evaluation Consultant Vincent Kaheeru, URBRA Representative Mark Lotukei, Audit Committee members, co-opted members, and university administrators.

Presenting the performance report, on behalf of the Board of Trustees, Dr. Nansubuga highlighted that this is the highest interest declared by the scheme in the past five years, and she anticipates continued improvements. She noted that for the previous financial year, which ended in June 2023, the Board of Trustees declared an interest an interest of 12.34%.

Dr Nansubuga also announced that the scheme has achieved a Net Investment Income of UGX 44.6 billion, far higher than the UGX34.4 billion collected in Contributions during the year.

The Chairperson of the Board also revealed that the fund value had grown from UGX352.4 billion recorded at the end of the last financial year to UGX409.2 billion, indicating an increase of 16.1%.

“By 30th June 2023, MURBS had a fund value of UGX 352.4 billion. The Board of Trustees targeted Fund growth of 17%, and I am glad to inform you, that the fund value of MURBS, as per the Audited Financial Statements of 30th June 2024 is UGX 409.2 billion, which is an increase of 16.1%. This achievement was made possible by strategic periodical activities undertaken by the Board and our fund managers, supported by the strong oversight committees of the Board,” she reported.

Dr. Elizabeth Patricia Nansubuga(Centre) responding to questions from members.

She attributed the positive growth to factors such as improved debt recovery, operational efficiency, timely remittance of contributions by the sponsor (Makerere University), an increase in project and contract contributions, and the recovery of UGX8.85 billion in debts.

Dr. Nansubuga also expressed gratitude to Makerere University, the scheme’s sponsor, for consistently remitting contributions, a key factor that has significantly contributed to MURBS’ smooth operation. “I am happy to announce that the sponsor-Makerere University remitted your retirement benefits for the financial year 2023/24,” she said.

In the same development, Dr. Nansubuga reported that MURBS registered a legal victory against Uganda Revenue Authority (URA) over a real estate investment in Sonde undertaken in 2019, and which URA sought to tax heavily. She notified the AGM that MURBS won the case and was awarded costs which also set a precedent.

Consultant Mr. Vincent Kaheeru and CEO of Profiles International

“On behalf of the Board of Trustees, I am pleased to inform you that during the financial year, we received a favorable outcome on a key court case. How did we end up with this case? In 2019, MURBS invested in real estate, we bought land in Sonde,” Dr Nansubuga explained.

“Uganda Revenue Authority (URA) then charged us with a tax assessment worth UGX600 million. It has been four (4) years in the tax appeals tribunal. Since then, the lawyers, the former and current trustees, have been appearing before the appeals tribunal, but in December 2023, MURBS won the case. We challenged URA, and this case was awarded with costs. URA has to pay MURBS. We therefore saved UGX600 million,” she added.  

In terms of governance, Dr Nansubuga said that the scheme made changes in the board. Initially, the trustees were six and they needed a seventh member, and following a competitive race, they recruited another trustee; CPA Edina Rugumayo who has over thirty years in accounting.

Part of the MURBS members who physically attended the Annual General Meeting

“In terms of governance, we continue to uphold good governance practices and we align with international standards. Last year during the presentation, I said we were six and we needed to have the seventh trustee because the Board composition is supposed to be seven,” she explained.

“So, following a competitive process, we recruited an independent trustee. It was a very competitive position. You must have served on board which has over UGX50 billion. So, from that process, we were able to recruit CPA Edna Rugumayo Simbwa. She is a certified public accountant with over thirty years of experience in accounting, taxation, and corporate governance,” she mentioned.

She also thanked other stakeholders for making sure that MURBS activities run smoothly. These entities include Makerere University, KPMG, Gen Africa, Arcadia Advocates, Zamara, URBRA, and Stanbic Bank among others.

While discussing investments, Dr. Nansubuga mentioned that 86% of MURBS’ funds are currently invested in government bonds, but added that the Board is exploring diversification to reduce risks. 

“86% percent of our money is invested in government bonds, and sometimes, you do not have to put all your eggs in one basket, there is a high concentration of risk. so that is one of the key material risks that we want to address to reduce the amount we have in government securities. We want to diversify our portfolio and avoid investing heavily in government securities. The Board will venture into other fields in order to earn money or return on investment from the diverse undertakings,” she said.

Mr. Mark Lotukei, represented the CEO of Uganda Retirement Benefits Regulatory Authority

In terms of membership, Dr. Nansubuga reported a 4.4% increase, with the number of members rising from 8,229 to 8,590. She attributed this growth to the reinstatement of in-house beneficiaries and an increase in project and contract staff.

Dr. Kakuba also thanked the sponsor-Makerere University for remitting the membership contributions timely which has helped the scheme to grow.

Dr. Godwin Kakuba -Secretary, MURBS Board of Trustees, who presented the record of the 13th Annual General Meeting stressed that the AGM climaxes a financial year and the Board of Trustee has been vigilant on this and has not missed any AGM for 14 years now.

“We applaud the sponsor because many of these positives in the chairperson’s report can only be attributed to the support by the sponsor through fulfilling the obligation of remitting members’ contributions to the scheme,” he added.

Dr. Godwin Kakuba (L) and Asad Ssenoga

Partner Asad Ssenoga, an independent auditor who audited the scheme said that he was impressed with the level of compliance that the scheme exhibited in all aspects. He said they focused on ensuring that the member contributions are supported with statements and allocated to members appropriately.

“Overall we were satisfied with the work we did on the audit, the numbers that were presented by the Chairperson are the correct numbers that we audited. We were comfortable with those numbers, due process was followed during the audit,” he said.

Mr. Mark Lotukei who represented the CEO of Uganda Retirement Benefits Regulatory Authority (URBRA) thanked the Trustees for always prioritizing governance, which has helped them to reach several milestones.

Members of the MURBS Secretariat led by Ms Susan Khaitsa(Centre)

“As URBRA, we look at governance as the biggest component of our compliance. MURBS Trustees from the former to the current, have taken governance as the most important aspect. We really encourage them to continue with this good practice because governance informs all the other aspects,” he said.

Mr. Arthur Kibira, a member in attendance, expressed his appreciation for the Board’s efforts. He urged them to explore higher-risk investments for potentially greater returns. He expressed concern over the scheme’s heavy reliance on government bonds.

“Dr Elizabeth Nansubuga, I want to congratulate you, and your team and also congratulate ourselves. But, I want to believe that there is room for improvement. I am one of those who do not believe that the sky is the limit, we are limited by our own thinking. I am thinking that high risks give high returns. Is there a way of managing those risks, so that we could push this 13.40% interest to a figure much higher? If we do so, we shall say we have learnt how to manage risks,”, he guided.

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Makerere University at the 2024 O.R. Tambo Africa Research Chairs Annual Gathering in Ouagadougou, Burkina Faso

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Uganda’s Chair elect, Prof. David Meya of Makerere University’s College of Health Sciences (extreme left) and other O.R. Tambo Africa Research Chairs

The Research Chairs concept is similar to Centers of Excellence (for instance in supporting world-class research in a priority area), but also has many distinguishing features. Most notably, it recognizes individual excellence, leadership and talent. The O.R. Tambo Africa Research Chairs Initiative (ORTARChI) builds on the work of Oliver Tambo, a prominent South African and pan-Africanist with a science education background, who believed in creating change through education and in cooperation and solidarity among African nations. The Initiative focuses on celebrating his legacy in building knowledge-based economies for the advancement of Africa.

ORTARChI builds on and leverages existing continental frameworks and interventions geared towards institutional capacity strengthening; recruitment and retention of excellent researchers; and incentives to support research that contributes to socio-economic and transformative development. 

Ten (10) O.R. Tambo Africa Research Chairs across seven (7) countries in Africa, namely; Botswana, Burkina Faso, Ghana, Mozambique, Tanzania, Uganda and Zambia have been selected for funding through a rigorous and competitive two-stage review process. These research chairs are focused on research priorities identified by each host institution in conjunction with, especially the Science Councils, and in alignment with AU Agenda 2063 and STISA 2024.

[L-R] Prof. Henry Alinaitwe (DVC F&A, Mak), Dr. Dorothy Ngila (Director, NRF), Ms. Natasha Allie (CEO Oliver and Adelaide Tambo Foundation), Dr. Martin Ongol (Ag. Executive Secretary, UNCST), Associate Professor David Meya (Uganda Chair Elect, ORTARChI) and Assoc. Prof. Robert Wamala (Director, DRGT)

Prof. Noble Banadda from the College of Agricultural and Environmental Sciences had been inaugurated as one of the first 10 (ten) Oliver Tambo (ORTARChi) Chairs. Unfortunately, Prof. Banadda (R.I.P) passed on in July 2021, which created a vacuum. To ensure that Uganda and Makerere University continue to tap into the ORTARChi, we are glad to announce the appointment of Associate Professor David Meya from the College of Health Sciences at Makerere University for the purpose. The appointment will attract USD 170,000 annually for 5 years for graduate research with a target of training 5-6 PhDs, 10-15 Post-doctoral fellows and 10-12 Masters of Medicine and Master of Science Students at Makerere University and Mbarara University of Science and Technology.

Makerere University has had the pleasure of attending 2024 O.R. Tambo Africa Research Chairs Annual Gathering in Ouagadougou, Burkina Faso. The annual gathering is co-hosted by the Joseph Ki-Zerbo University, National Research and Innovation Fund for Development (FONRID) and the National Research Foundation (NRF) of South Africa. The theme for this year’s gathering is: African Sovereignty: A Catalyst for Research Collaborations and Social Impact in the Continent“. At the annual gathering, Uganda was represented by Associate Prof. David Meya (Uganda Chair Elect, ORTARChI), Prof. Henry Alinaitwe (Deputy Vice Chancellor Finance and Administration, Mak), Associate Prof. Robert Wamala (Director, Research and Graduate Training) and Dr. Martin Ongol (Ag. Executive Secretary, UNCST). Assoc. Prof. David Meya – ORTARChI Chair Elect – is from Makerere University’s School of Medicine at the College of Health Sciences.  

[L_R] Prof. Henry Alinaitwe (DVC F&A, Makerere University), Dr. Dorothy Ngila (Director, NRF), and Assoc Prof. Robert Wamala (Director, Mak DRGT)

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