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
Students from the College of Humanities and Social Sciences on Tuesday 17th March 2026 walked away with Shs 3million after emerging winners of the 2026 Annual Safeguarding Message Contest grand finale.
During the grand finale held in the Main Hall, five finalists from the College of Humanities and Social Sciences (CHUSS), College of Education and External Studies (CEES) and the College of Veterinary Medicine, Animal Resources and Bio-security (CoVAB), captivated the audience with their powerful safety and inclusion messages. The show was filled with joy.
The finalists took part in a series of activities such as a collaborative video, written poems and arts works, among others.
Speaking on behalf of the winning team, Allan Mugisha, a third-year Bachelor of Arts in Social Sciences student, explained that their video aimed to highlight everyday safeguarding issues that are often overlooked.
“Creating this video was both a collaborative effort and a challenge, especially since we used our phones to record. But our goal was to show the public that safeguarding is not just a policy or a University requirement, it is about protecting our dignity, safety, and wellbeing here at Makerere University. We depicted some of the risks and incidents students may face, and importantly, highlighted who to approach when encountering such challenges,” Mugisha, who also serves as a student safeguarding champion, said.
Mugisha thanked the Mastercard Foundation Scholars Program for giving students like him and his colleagues an opportunity to actively engage, noting that it has made them feel empowered rather than dormant.
Khamala Elphas Makokha, a master’s student in Peace and Conflict Resolution, who produced a poster about safeguarding claimed the 1st runner-up position, earning Shs 2million and Mildred Aine Nicks, a first -year student pursuing Early Childhood Care and Education was 2nd runner-up with her spoken poem.
In the popular award, Khamala clinched the top spot with a prize of sh500,000.
Makerere University has an obligation and has committed to continue providing a Safe and Supportive learning and working environment for all Students, Staff and other Stakeholders. Therefore, the Annual Safeguarding message is a celebration that brings together students to come up with a message that will be identified as the Institutional main message.
The potential safeguarding risks in Institutions of higher learning include emotional distress, Sexual Exploitation, Abuse and Harassment (SEAH); material loss, financial exploitation, discrimination and neglect, unfair and illegitimate response to civic engagements, cyber security/threats, psychological and emotional harm, substance abuse, and physical assault.
The guest of honour and the Vice Chancellor of Makerere University, Prof Barnabas Nawangwe, congratulated the winners and noted that the University is very intentional about ensuring that students are safe at all times because people achieve their full potential in any endeavor when they feel safe.
“Over the years, we have put in place various policies to safeguard our students. In addition to the Safeguarding policy, we have the Anti sexual harassment policy and the policy to support Students with Disabilities. Every student should know these policies so as to know the steps to take in case they feel threatened,” Prof Nawangwe, said.
In her welcoming remarks, the Dean of Students thanked the students who took time to participate when they saw the Safeguarding Awareness message call in September 2025, noting that their enthusiasm and commitment reflect a shared responsibility to promote safety, dignity, and wellbeing across the university community.
“Your creativity, commitment and passion for promoting safety and wellbeing are truly commendable,” Dr Winnie Kabumbuli, the Dean of students, said.
Addressing guests, Prof Justine Namaalwa, the Co-ordinator of the Mastercard Foundation Initiatives at Makerere University, explained to the audience why the Mastercard Foundation has supported the University to Improve the learning and working environment to make it safe for everyone.
Prof Namaalwa described the Safeguarding Annual contest as an inclusive and interactive platform that brings together students, to amplify voices, showcase creative messages, and strengthen commitment to a safe and supportive environment for all.
“The safeguarding initiative although student-led has not only student but also staff champions. Through the Office of the Vice Chancellor, we commit to continue supporting the Annual Safeguarding contest every year till 2032,” Prof Namaalwa, said.
On behalf of the 6 panel of judges, Dr Viola Karungi, a senior lecturer at the department of Performing Arts and Film, explained that they received 22 entries compromising of seven written poems, three posters, two songs, eight short videos, one slogan, and one comic book.
“We assessed submissions based on five key criteria, including originality and creativity. During the review, we found that some entries contained or replicated existing work, which was verified using digital tools by one of our panelists.” Dr Karungi, said.
Other winners included Job Diryo, a 5th year student of Veterinary Medicine who performed a poem and Abraham Tumwine who presented a poster.
The grounds of Makerere University came alive with energy and ambition as students, graduates, and industry leaders gathered for the 2026 Makerere Careers Fair, an engagement that continues to cement the University’s role as a bridge between academic training and the realities of the modern workplace.
Held in partnership with the National Social Security Fund (NSSF) as part of the wider NSSF Career Expo, and the US-Mission Uganda, the three-day event created a vibrant space where conversations about careers moved beyond theory into lived, practical experience. The Yusuf Lule, Central Teaching Facility, Auditorium, the Freedom Square and exhibition spaces transformed into arenas of exchange, where students interacted directly with employers, asked difficult questions about their futures, and began to map out their professional journeys with greater clarity.
At the heart of this year’s engagement on day one, 11th March, 2026, was a theme that resonated deeply with a generation stepping into uncertainty: “Man or Machine: Exploring AI’s Impact on Careers.” Across panel discussions and keynote sessions, speakers challenged students to confront the realities of a rapidly shifting job market. The message was consistent: technology is not simply displacing jobs; it is reshaping them, demanding a workforce that is adaptable, digitally fluent, and grounded in distinctly human skills such as creativity, critical thinking, and emotional intelligence.
Day Two, 12th March, 2026, led by the United States Mission to Uganda, shifted the focus to global opportunities, equipping students with practical guidance on U.S. university applications, scholarships, and visa processes, as well as fully funded fellowships they can apply for. Through direct engagement with credible experts, students gained clarity on navigating international academic pathways and positioning themselves competitively beyond national borders, expanding the Careers Fair’s scope from local employability to global mobility.
The final day, 13th March 2026, under the theme “Connecting potential to purpose: Partnerships for sustainable impact,” brought together Makerere University and key partners, including Stanbic Bank, Absa Bank Uganda, TotalEnergies Uganda, the Uganda Police, Pslams Food Industries, among others, to emphasise collaboration as the cornerstone of career readiness. The conversations underscored a shared commitment to aligning education with industry needs, demonstrating that sustainable career pathways are built through strong partnerships that connect talent to opportunity in a rapidly evolving world.
What stood out most was not just the content of these conversations, but the way students engaged with them. There was a palpable sense of curiosity and urgency, as young people sought to understand where they fit in a future increasingly defined by automation and innovation. For many, the Careers Fair became more than an event; it was a bridge to internship and graduate trainee opportunities, and to careers whose balls were set rolling. It was a moment of reckoning and possibility.
This transformation was made possible through a strong network of partners whose presence underscored the importance of collaboration in shaping career pathways. NSSF Uganda anchored the engagement with insights into financial planning and long-term security, reframing how young professionals think about work beyond immediate income. Stanbic Bank Uganda brought industry perspective, offering students a clearer understanding of the competencies required to thrive in the financial sector. The United States Mission to Uganda contributed to broadening horizons through knowledge exchange and exposure to global opportunities, while TotalEnergies Uganda highlighted the evolving energy sector landscape and the role of innovation in driving sustainability, among other players.
Together, these partners did more than exhibit; they participated in shaping a narrative about the future of work that is inclusive, dynamic, and grounded in real-world demands.
For Makerere University, the Careers Fair represents more than an annual engagement; it is a reflection of its enduring commitment to preparing students for life beyond the lecture room. By convening diverse actors from academia, industry, and development spaces, the University continues to position itself as a national hub for talent development and thought leadership. It is within these spaces that education becomes truly transformative, where knowledge meets opportunity, and where ambition is matched with access.
Advancing Partnerships for Sustainable Impact
The Careers Fair also speaks directly to Makerere University’s Advancement agenda, which is increasingly focused on building purposeful, long-term partnerships that extend the University’s impact beyond its campus.
Through such engagements, Makerere is intentionally cultivating relationships that create shared value. The presence of industry leaders and development partners is not incidental; it is part of a deliberate strategy to align academic training with market realities while opening up pathways for mentorship, internships, and employment. These collaborations are gradually shaping an ecosystem in which students are not only educated but also actively supported in their transition into the workforce.
What emerges is a model of engagement that moves beyond transactional interactions to something far more meaningful. Partners are not just sponsors or participants; they are co-creators in preparing the next generation of professionals. In turn, Makerere strengthens its position as a trusted partner, one capable of convening, connecting, and contributing to national and global development priorities.
As conversations from the Careers Fair continue to echo across campus, one thing remains clear: the future of work will belong to those prepared to evolve with it. Makerere University, through platforms such as this, is ensuring that its students are not merely observers of change but active participants in shaping it.
Caroline Kainomugisha is the Communications Officer, Advancement Office, Makerere University.
General
Makerere University and Tumusiime Mutebile Foundation Sign MOU to Advance Centre of Excellence for Private Sector Development
Makerere University and the Tumusiime Mutebile Foundation have signed a Memorandum of Understanding (MoU) to advance the Emmanuel Tumusiime Mutebile Centre of Excellence for Private Sector Development, marking a significant step toward strengthening collaboration between academia, policy actors, and the private sector.
The agreement formalises a strategic partnership aimed at promoting research, policy dialogue, entrepreneurship development, innovation, and knowledge exchange to support Uganda’s economic transformation and the growth of its private sector.
The MoU, which will run for an initial five-year term, brings together Makerere University’s academic and research expertise with the Tumusiime Mutebile Foundation’s commitment to advancing the legacy of the late Governor Emmanuel Tumusiime Mutebile, one of Uganda’s most influential economic reformers and a proud alumnus of the University.
Advancing a Shared Vision for Private Sector Development
Speaking at the signing ceremony, Rt. Hon. Amama Mbabazi, SC, Chairman of the Tumusiime Mutebile Foundation, described the occasion as an important milestone that establishes a purposeful partnership between two institutions committed to knowledge, national development, and the advancement of Uganda’s private sector.
“This is an important occasion because it formalises a partnership between two institutions with a shared commitment to knowledge, to national development, and to the advancement of Uganda’s private sector,” he noted.
Rt. Hon. Mbabazi emphasised that Uganda’s future prosperity will depend on the strength and competitiveness of its private sector and the country’s ability to nurture innovation, entrepreneurship, and sound policy.
According to him, the Centre will provide a practical platform through which research can inform policy, young people can be trained and inspired, partnerships can be built, and innovation can be supported to help enterprise flourish.
“These are not separate concerns,” he said. “They are all part of the same national task: building an economy that creates jobs, expands opportunity, and improves the lives of our people.”
Makerere’s Role in Hosting the Centre
Makerere University will host the Centre of Excellence and support its work through its research capacity, innovation ecosystem, and network of scholars and experts. The University leadership noted that the partnership aligns closely with Makerere’s mission as one of Africa’s leading research universities and its commitment to knowledge-driven development.
In her remarks, Prof. Sarah Ssali noted, “Makerere University is fully committed to hosting, resourcing, and championing the Emmanuel Tumusiime Mutebile Centre of Excellence, and we look forward to working closely with the Foundation to attract additional partnerships that will strengthen its impact.”
The collaboration will bring together academic excellence and practical engagement with the private sector, positioning the Centre as a national resource for policy research, entrepreneurship development, and dialogue on economic transformation.
She also reaffirmed Makerere’s commitment to working closely with the Tumusiime Mutebile Foundation to attract additional partnerships and funding to strengthen the Centre and expand its impact.
Honouring the Legacy of Emmanuel Tumusiime Mutebile
Beyond its institutional significance, the establishment of the Centre represents a tribute to the enduring legacy of Governor Emmanuel Tumusiime Mutebile, who served for many years as Governor of the Bank of Uganda and played a central role in shaping Uganda’s economic policy and institutional development.
Governor Mutebile was widely recognised for his intellectual rigour, commitment to sound economic policy, and dedication to building strong institutions that could support sustainable growth and stability.
Through the Centre of Excellence bearing his name, Makerere University and the Tumusiime Mutebile Foundation seek not only to commemorate his contributions but also to continue advancing the values he championed, including policy discipline, intellectual seriousness, and a commitment to national development.
As Rt. Hon. Mbabazi noted that legacy should be understood not merely as remembrance but as meaningful work that benefits future generations. “It is about creating a platform through which research can inform policy, through which young people can be trained and inspired, and through which innovation can be supported,” he said.
A Platform for Ideas, Innovation, and National Development
The Emmanuel Tumusiime Mutebile Centre of Excellence for Private Sector Development is expected to serve as a hub for research, capacity building, entrepreneurship support, and policy engagement aimed at strengthening Uganda’s private sector and expanding economic opportunity.
By bringing together academia, policymakers, business leaders, and innovators, the Centre will help foster practical solutions to the challenges facing enterprise development while nurturing the next generation of Ugandan entrepreneurs and economic leaders.
Through this partnership, Makerere University and the Tumusiime Mutebile Foundation have taken an important step toward ensuring that Governor Mutebile’s legacy continues to inspire ideas, institutions, and opportunities that contribute to Uganda’s long-term prosperity.
Caroline Kainomugisha is the Communications Officer, Advancement Office, Makerere University.
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