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
General
Mastercard Foundation Scholars at Makerere University encouraged to participate in philanthropy work
By Carol Kasujja Adii and Bernard Buteera
Mastercard Foundation Scholars at Makerere University have been encouraged to embrace the spirit of philanthropy as a vital foundation for fostering stronger and more resilient communities. This inspiring call to action took place during the 2025 Community Open Day at the Freedom Square on Saturday, September 6, 2025, where hundreds of Mastercard Scholars, Scholar-alumni, and partners of the Scholars Program gathered to initiate a fundraising drive for the signature Annual Scholars Day of Service.
The Annual Scholars Day of Service stands as a hallmark event through which the Scholars give back to the community in impactful and sustainable ways. During a keynote address titled “How Philanthropy Shapes Resilient Communities,” Prof. Winston Tumps Ireeta, the Deputy Vice Chancellor of Finance and Administration, emphasised that while local philanthropy is not a new concept in Uganda, a more intentional mobilisation of this giving back power is necessary to address broader social challenges.
“Communities that mobilise their own resources—financial, human, and material—are empowered to take ownership of their development. Ownership naturally leads to sustainability, ensuring that solutions emerge from local knowledge, context, and values rather than being imposed from the outside. This approach is essential for effectively tackling our social challenges,” Prof. Ireeta stated.
In his remarks delivered by Prof. Helen Nambalirwa Nkabala, the Principal of the College of Humanities and Social Sciences, Prof. Ireeta highlighted the importance of nurturing the inherent power of local giving. He urged the celebration of current local philanthropic efforts, which can be initiated at the individual, religious, and community levels.
“To foster a culture of giving, we need to create platforms that promote structured, transparent, and impactful contributions,” he argued. “It’s crucial to strengthen our generosity, particularly among the youth, and cultivate a society where giving is valued as a core aspect of leadership and citizenship.”
Prof. Ireeta further noted, “The future of our Communities’ strength lies not in distant promises but in our own hands and collective actions. By fostering local philanthropy, we can build a society that is not only fairer but also more resilient and united.
In his welcoming remarks, Mr. John Osuna, Transition Lead for the Mastercard Foundation Scholars Program at Makerere University, who spoke on behalf of the Program Director, Prof. Justine Namaalwa, expressed gratitude to the Scholars for their collaborative efforts in turning the idea of giving back into reality.
“Let us embody humility, kindness, and compassion through actionable philanthropy. By doing so, we can create lasting impacts, enhancing our reputation as a community that genuinely cares,” Mr. Osuna stated.
The Community Open Day was organised under the inspiring theme: “Nurturing Philanthropy for Resilient Communities,” paving the way for future initiatives that strengthen community bonds through collective generosity.
“We believe that through nurturing philanthropy for resilient communities, our communities shall be able to organise themselves to build resilience beyond what we shall give back,” Mr. Osuna explained.
The vibrant event saw Scholars and Scholar-alumni actively participating by bringing items for auction and buying tickets for the raffle draw as a means of mobilising resources for the construction of a ventilated pit latrine, renovation of two classroom blocks and providing tanks for harvesting clean water for Bwera Primary School in Kabale District.
Speaking at the event, Mrs. Agnes Katumba, the Director of Katumba Estates, one of the long-standing partners of the Scholars Program at Makerere University, tasked the Scholars to embrace the heart of giving back without expecting something in return.
“I thank the Mastercard Foundation; they not only provide scholarships but also give back to the community. I have been able to grow because of them. For scholars, you do not have to wait to be wealthy to give back; every coin counts,” Mrs. Katumba said.
Katumba Estates Ltd contributed three million shillings to the Scholars Give Back project. Another long-standing partner, DFCU Bank, pledged over sh10 million towards the Scholars’ building project.
In her presentation, Ms. Malvin Akwara, a Mastercard Foundation Scholar-alumna, urged current Scholars to contribute to their communities in various ways, including mentorship and guiding young people.
“We are all here because someone chose to give. During my first year at Makerere, I contributed to some young man’s school fees back home in my community. The young man is now in his second year at Makerere. You don’t have to be wealthy to make an impact; be intentional in your giving, and you will witness the difference it makes. There is no greater fulfilment than helping someone in need,” Akwara stated.
The event was punctuated with a number of activities that ranged from auctioning items, raffle draws, exhibitions, quizzes and a lot of games and fun.
Carol Kasujja and Bernard Buteera form the communications team for the Scholars Programme at Makerere University.
Makerere University, through the Makerere University Convocation (MUC), has hosted the first-ever CEOs/Investors’ Round Table Summit on Tuesday, 2nd September 2025. The historic event brought together alumni, Chief Executive Officers (CEOs), and stakeholders in a distinguished assembly aimed at re-imagining the university’s role in national and continental transformation.
The Convocation, which serves as a critical forum for foresight and life-transformational dialogue, unveiled five transformative points carefully crafted to transform Makerere from a symbolic “ivory tower” into an “impact tower” that influences the country and the world more than ever before.
Government Endorsement and Call to Action
The Chief Guest, Prime Minister Rt. Hon. Robinah Nabbanja, was represented at the event by the 3rd Deputy Prime Minister, Rt. Hon. Rukia Nakadama Isanga. She conveyed warm greetings from H.E. the President of Uganda, Gen. Yoweri Kaguta Museveni, and the Rt. Hon. Prime Minister.
She commended the Convocation for convening under the summit under a significant and timely theme: “Exploring the Opportunities for Entrepreneurship, Innovation and Value Creation for Accelerated Socio-Economic Integration and Development of Sub-Saharan Africa.”
She described the summit as not just a gathering but a journey and a call to action, urging academia, industry, and government to align efforts with Uganda’s and Africa’s transformation priorities.
Framing her remarks around the World Bank’s guiding principles—Trust, Humility, Inclusion, Collaboration, and Knowledge—she explained:
- “Trust must be built between government, academia, and business… the gathering reflects the trust in CEOs and investors to walk this journey together.”
- “Humility requires listening and learning, recognizing that no single institution has all the answers.”
- “Inclusion reminds us that no youth, woman, or marginalized group should be left behind in transformation.”
- “Collaboration is the currency of progress, necessary for solving complex challenges across sectors.”
- “Knowledge remains our greatest asset, with Makerere University demonstrating its importance in moving from ivory towers to communities to transform lives.”
She then unveiled a “massive transformation purpose”, commissioning five working teams led by CEOs and investors. The teams, nominated lead persons, and their respective objectives included:
- From Ivory Tower to Impact Tower – Dr. Patricia Ojangole (UDB) with Patrick Ayota (NSSF), translating research into market-ready innovations.
- Diaspora Dividend vs Brain Drain – Jennifer Bamuturaki (Uganda Airlines) with Michael Mugabi (Housing Finance Bank), harnessing diaspora capital, skills, and mentorship.
- Intergenerational Knowledge Bridges – Fabian Kasi (Centenary Bank) with Ajay Kumar (Quality Chemicals), institutionalizing mentorship and reverse mentorship.
- Climate and Infrastructure Leadership – Proscovia Nabbanja (UNOC) with Silver Mugisha (NWSC), anchoring research in energy security, green transition, and infrastructure.
- Pan-African Digital and AI Advantage – Sylvia Mulinge (MTN Uganda) with Mumba Kalifungwa (Stanbic Bank), positioning Makerere as Africa’s digital and AI hub.
She pledged full government support, noting that the teams would convene in the Office of the President. “This summit is not ceremonial but a covenant,” she stressed.
The Minister’s Reflection
Hon. Balaam Barugahara, State Minister for Gender, Labour and Social Development in charge of Children and Youth Affairs, emphasized that the summit was not a party but a process of transformation.
Drawing from personal experience, he recalled joining Makerere in 2000 and completing his degree in seven years due to balancing work, hustling for fees, and studying. He praised the university’s role in shaping his success and highlighted recent developments such as the renovation of Mary Stuart Hall and revamping the Main and Western gates, as milestones that have enhanced Makerere’s image. He equally applauded the curbing of staff and student unrest.
He noted that the summit aimed to facilitate networking, mentorship, career opportunities, and university development, signalling collective commitment to Uganda’s transformation.
Council’s Vision: A Legacy Re-imagined
Representing Makerere University Council Chairperson Ms. Lorna Magara, Prof. Sarah Ssali described the summit as a “historic alumni CEO investor round table” and a reaffirmation of Makerere’s role in Africa’s development. She described the university as a “cradle of leadership, innovation and resilience”, noting that the gathering’s objectives included fostering partnerships, showcasing research, launching a fundraising drive, and strengthening alumni engagement. Prof. Ssali emphasized that alumni relations must go beyond occasional financial contributions during events, to continuous communication and genuine relationships. “This summit marks the start of a journey, not just an isolated event,” she reechoed.
Vice Chancellor on Unlocking Makerere’s Potential
Reflecting on the theme of his bid for the Office of Vice Chancellor, “Unlocking the Potential of Makerere University,” Prof. Barnabas Nawangwe noted that while many only celebrate the absence of strikes, behind the calmness is a vibrant transformation.
He highlighted Makerere’s alumni strength, with over 20,000 CEOs globally, and underscored their contributions to Uganda’s economy, governance, health, sports, and research. “What would Uganda do without Makerere?” he pondered. Prof. Nawangwe quickly added that the moment was ripe for Makerere to collaborate more with diaspora alumni so as to tap into fast-evolving niches such as blockchain.
Convocation’s Strategic Role
MUC Chairperson CPA George Mugabi Turyamureeba outlined the Convocation’s mission to support the university’s growth and well-being. He highlighted innovations such as the Convocation House, the annual luncheon for first-class graduates and their parents, mentorship programs, and the MUC SACCO as initiatives that his team had established and promoted during the term so far. The Chairperson nevertheless urged the CEOs present to enable the Convocation have greater impact collaborating on existing as well as envisaged projects such as the Convocation Innovation Centre.
Adding her voice, Vice Chairperson Ms. Grace Cherotich Ruto urged participants—described as “movers and shakers” of Uganda’s economy—to ensure that their decisions today would be celebrated by future generations.
Keynote Address: The Journey’s Just Began
In his keynote, Dr. Peter Kimbowa, Founder and Board Chair of the CEO Summit and Makerere alumnus, congratulated his alma mater on the initiative and reaffirmed the Convocation’s strategic role.
He emphasized that the Round Table Summit should not be seen as a one-time event but as an ongoing journey, echoing American Football Player Jalen Hurts’ mantra: “There’s no arrival. Only the journey.” Dr. Kimbowa defined the Convocation as a community of leaders, alumni, and faculty united by heritage and vision. He described it as a bridge connecting:
- The past to the future,
- Business and industry to academia, and
- Learning to market needs.
He stressed that the Convocation’s ultimate goal was to transform Makerere into a self-sustaining engine of innovation, opportunity, and national transformation. Drawing on corporate insights, he challenged participants to always ask “what is the next opportunity?” and warned against complacency. He unpacked the massive transformation purpose structured around five working teams which MUC has developed, whereby corporate chief executives from Uganda are called upon to lead collaboration with the university. He highlighted the importance of mobilizing talent to connect with successful Ugandan alumni, underscoring the need for local CEOs to harness talent in the diaspora. He emphasized deliberate action, mobilization of global alumni talent, and collaboration between CEOs and the university to sustain transformation
Panel Discussions and Triple Helix Framework
The day’s panel discussion featured Mr. Samuel Mwogeza (Executive Director, Stanbic Bank), Mr. Peter Sibukule (Headmaster, Busoga College Mwiri), Mr. Clovice Bright Irumba (Petroleum Authority of Uganda), and Ms. Grace Cherotich.
Mr. Mwogeza stressed the need to commercialize university prototypes and ideas. He explained that banks like Stanbic use their networks to strengthen innovators’ business cases, preparing them for market entry. Mr. Sibukule on the other hand called for transformation of mindsets right from secondary school level so that students are well primed to communicate, collaborate, uphold integrity and good work attitudes over qualifications in the marketplace. Mr. Irumba highlighted efforts by the PAU to create more opportunities for Ugandan entities to get involved in the oil and gas sector thanks to gaps highlighted by a study undertaken by the Economic Policy Research Centre (EPRC). Ms. Cherotich on the other hand invited CEOs to take interest in research outputs of the Makerere University Research and Innovations Fund (Mak-RIF) and reassured the audience of the Convocation’s readiness to provide a trusted platform for engagement with industry.
Contributing to the day’s discussion, Prof. Eriabu Lugujjo, Executive Director of the Uganda Vice Chancellors’ Forum (UVF), reminded the audience of the “Triple Helix” model and it’s underlying policy frameworks that in the recent past guided collaboration between universities, government, and the private sector. He observed Uganda’s lack of a robust framework, and called for policies that tie tax incentives to university support by corporations and other business entities.
Proceedings
The inaugural edition of the summit was moderated by Dr. Tayeebwa William from the Department of Journalism and Communication who doubles as Managing Editor Makerere University Press and Dr. Viola Karungi from the Department of Performing Arts and Film (PAF).
The PAF team took charge of the leading the anthems and day’s entertainment, which included a poetic presentation of the Makerere University Anthem.
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