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
Business & Management
Mak and ACCA Career Workshop: Students tipped on success, professionalism and the future of accountancy
On Tuesday 1st April 2025, over600 students from the College of Business and Management Sciences convened at Makerere University Yusuf Lule Central Teaching Facility Auditorium to participate in the Career workshop that provided an invaluable platform for students to engage with industry leaders, gain insights into career prospects and professional development within the accounting and finance sectors.
Organized by the Association of Chartered Certified Accountants (ACCA) in Uganda in partnership with Makerere University Department of Accounting and Finance, School of Business under the College of Business and Management Sciences, the Career workshop also presented a platform to celebrate the academic achievements of the ten (10) Bachelor of Commerce students who graduated with First Class degrees-Honours Division during the Makerere University 75th Graduation ceremony held in January 2025.
Prior to the workshop, the Dean, School of Business, Dr. Godfrey Akileng in an interview with the College’s Communication Office, disclosed that celebrating the academic achievements of the students who obtained First Class degrees would inspire the current students to excel. In addition, Dr. Akileng noted that the presence of graduates who excelled at the Career workshop would lead to networking and peer mentorship possibilities with the current students.
During the Career workshop, speakers from Makerere University and ACCA Uganda re-affirmed their commitment to equipping graduates with the knowledge, skills and tools needed to excel in a rapidly evolving job market.
To understand the future of accountancy, students listened to presentations featuring the relevance of the accounting and finance in today’s job market by Dr. Eric Nzibonera; Insights on the collaboration with ACCA by Ms Charlotte Kukunda; Discussion of the global career opportunities in accounting and how ACCA supports professional development by Ms Jackie Mbabazi; and a keynote speech titled, An exploration of the skills and trends shaping the future of the accounting and finance industries in the 21st Century by Mr. Robert Busuulwa.
In his address, the Principal of the College of Business and Management Sciences, Prof. Edward Bbaale acknowledged the School of Business for proritising career talks and mentorship sessions for students.
“To the students, the Career workshop presents you with a chance to envision your career, and what you want to be, or what you want to study,” he said.
The Principal underscored the critical importance of bridging the gap between the academia and industry. He highlighted the instrumental role of partnerships, particularly the collaboration between Makerere University and ACCA in equipping students with globally competitive skills and certifications.
Prof. Bbaale emphasized that in the 21st century, this interface isn’t merely an option but “a necessity,” echoing the sentiments of both the keynote speaker, Mr. Robert Busuulwa, and ACCA partners.
He advised students to visualise themselves as “global candidates” and pursue their careers with diligence and passion, taking the lessons from the workshop seriously and seeking continuous professional development. Prof. Bbaale stressed the significance of “building oneself, moulding oneself” through education, training, and experience, advocating for a focus on human capital development over immediate financial gain.
He emphasized the importance of “volunteering to work” in orderto gain experience and build a professional network. He reaffirmed the College’s commitment to strengthening collaborations to ensure graduates are academically competent and well-prepared to navigate the evolving job market.
Dr. Eric Nzibonera, the Head, Department of Accounting and Finance at the College of Business and Management Sciences highlighted the significance of career guidance events for University students. He explained that career workshops provide a valuable opportunity for students to “make a choice about a particular career,” a privilege he noted was not always available to students in the past. Dr. Nzibonera believed the workshop was a chance for students to learn from experienced professionals, guiding them towards informed decisions about their future careers.
Convinced that the workshop presented a golden opportunity to students to learn from experienced professionals, Dr. Nzibonera called upon students to leverage such moments to listen to the respective presenters, prepare to ask questions on professionalism, accreditation and career paths.
Focusing on the relevance of accounting and finance in today’s job market, Dr. Nzibonera reiterated that the accounting profession is very central in the day to day lives of individuals. “Inall realms of business, in whatever you do, you need some scheme or some kind of accounting that works,” he remarked. He noted that this underlines the universal applicability of financial literacy, whether pursuing careers directly related to the field.
The Country Manager, ACCA Uganda, Ms Charlotte Kukunda informed the students who turned up in big numbers, that the Career workshop was anchored in the programmes and activities that Makerere University and ACCA Uganda agreed to undertake when both entities signed a Memorandum of Understanding (MoU) in July 2022.
Ms Kukunda affirmed that ACCA Uganda values its strategic partnership with Makerere University, which has been mutually beneficial and fruitful. To expound this argument, Ms Kukunda highlighted the achievements which included: 660 students enrolled for ACCA programme, curriculum reviews of Makerere University accounting programmes, re-accreditation of the Bachelor of Commerce Accounting in June 2022, annual recognition of best accounting students since 2022, tutor capacity building workshops conducted at the College, lecturers granted access to the Education Hub, and hosting of three student career workshops annually.
She outlined the areas of collaboration with Makerere University as follows: accreditation of accounting programmes, co-development of teaching programmes that align and support the University edge resources and professional insights, employability through supporting students’ career and skills development, access to ACCA member networks to support Makerere University guest lectures/panels/conference speakers, and faculty skills development support in their teaching, learning and assessment.
The Country Manager said the Career workshop is planned, deliberate and intentional because ACCA classifies Makerere University students as strategic business leaders who are being nurtured, trained and prepared to drive the economy. She clarified that the ACCA programme is not limited to only students studying accounting. According to Ms Kukunda, the ACCA programme embraces a broader range of disciplines and positions students for global competitiveness.
Ms. Kukunda encouraged students to explore the information resources on the ACCA website to tap into the opportunities that will enhance their financial acumen. She urged students to perceive themselves as global citizens. “When you perceive yourself as that, you are the right candidate for pursuing these globally accredited qualifications,” she said. She reinforced the value of connections and valuable networks with industry professionals, assuring students that their future is filled with potential and opportunities.
Feeding into Ms Kukunda’s presentation, Ms Jackie Mbabazi, the Business Relationship Manager at ACCA Uganda highlighted the significance of the ACCA qualification in shaping future leaders. She affirmed that ACCA is “a forward-thinking qualification” connected to vital sectors and stakeholders globally.
Ms. Mbabazi emphasized the global reach of the ACCA. “We are present in 180 countries. As you plan your professional journey, consider the ACCA qualification that is going to make you professional. Technology has enabled us to work beyond borders. Having globally recognized qualifications such as ACCA positions you to work globally,” she elaborated.
Ms. Mbabazi further pointed out the “forward-thinking qualification” attributes of ACCA. These include: Empowering individuals to be digitally relevant, creating ethical and trusted professionals, global recognition, professionals who add value, access to the most up to date syllabus on the market, and continuous learning for trainees as well as access to the global employability platform.
She also discussed the importance of adapting to technological advancements, stating, “You need to adapt and make sure technology is at the heart of what you are doing.”
Ms. Mbabazi articulated that ethics is at the centre of the ACCA programme. “ACCA programmes uphold ethics in building professionals. I urge you to avoid any form of fraud,” she emphasized.
The captivating presentations from the College of Business and Management Sciences and ACCA Uganda set the pace for the students to listen to a powerful keynote speech. Dr. Martin Bakundana introduced the keynote speaker, Mr. Robert Busuulwa, the founder and Managing Partner of Forvis Mazars in Uganda with over 30 years of tested and proven experience.
Mr. Robert Busuulwa’s keynote speech embodied words of wisdom and lived experiences that require an individual to be responsible for his or her destiny.
He guided the students that being successful is a personal choice and commitment. “If you want to be successful, dedicate time and study success,” he advised.
“When you plan to do something, focus and concentrate. Pursue your ambitions and career aspirations with determination and confidence,” he added.
He castigated the popular phrase where individuals believe that it is the government responsible for their success and development. That statements calling upon the government to “assist” individuals should be discarded. “True liberation is about understanding who you are, your strengths and weakness, and what you can do as an individual to leverage your strength,” he stated.
He emphasized the importance of acquiring relevant skills, urging students to consider what they needed to demonstrate to future employers, particularly in light of evolving trends such as AI, robotics, and big data. “What are the skills that you are expected to demonstrate?” he asked, reflecting on the broadening scope of skills in the field.
Using lively examples, the keynote speaker informed the audience that he had to create time to be at Makerere University on 1st April 2025 to speak to the students. He reported that he manages a very tight schedule, but if you want and value something, you work towards it, and ensure it is a possibility.
“I am here because I created time and convinced myself that I should join you today. I love mentorship and interacting with people. I love being here. I have to return to society, what it has given me through qualifications, life and experiences. Through this career workshop, I am exactly doing that,” he said.
Mr. Busuulwa shared anecdotes from his academic journey and connecting with young minds poised for the future. He reinforced the notion that the landscape of accounting has changed dramatically, moving from traditional number-crunching to roles involving Environmental, Social, and Governance (ESG) factors, financial crime, and IT consulting.
Mr. Busuulwa mentioned that with the trends in the accounting profession, students and practitioners are presented with diverse career paths.
Mr. Busuulwa encouraged students to understand and appreciate their potential. “Every one of you here has the potential. I urge you to believe in your capabilities,” he said. He cautioned students and young people in general against limiting beliefs. Citing the power of thinking and its effects on the choices that individuals make, he stated, “If you think you can’t do it, you will not.”
He inspired students to actively shape their careers, stressing the need for adaptability and continuous learning. He appealed to the students to always empower their minds and souls with positive statements such as “Whatever it is, I am going to be successful,” he remarked.
The Career workshop moderated by Ms Sylvia Namujjuzi, Assistant Lecturer at the College of Business and Management Sciences assisted by Mr. Jonathan Basalirwa, a third year student, ended on a high note with presentation of awards of excellence to the best ten (10) First Class Honours Division graduates, and a networking session involving the respective speakers and students.
The Principal thanked the Dean, School of Business- Dr. Godfrey Akileng, Dr. Eric Nzibonera, Ms Sylvia Namujjuzi, Mr. John Ogema, the Makerere University Accountancy Bureau, and the team from ACCA Uganda for organizing the Career workshop 2025.
The discussions involving Makerere University staff namely Prof. Edward Bbaale, Dr. Eric Nzibonera, ACCA Uganda-Ms Charlotte Kukunda and Ms Jackie Mbabazi, and the Keynote Speaker Mr. Robert Busuulwa emphasized the necessity of bridging the gap between academic training and real-world skills.
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