Connect with us

General

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

Published

on

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

Proscovia Nabatte

Continue Reading

General

Special Exam Results -Diploma in Performing Arts 2025/26

Published

on

The results for the 2025/2026 special entry examination for the Diploma in Performing Arts held on Saturday 17th May, 2025. Candidates who scored a final mark of 50% and above passed the Examination and have been recommended to the university’s Admissions Committee for consideration.

Mak Editor

Continue Reading

General

Mature Age Scheme Exam Results for 2025/2026

Published

on

The Office of Academic Registrar, Makerere University has released full results for the Mature Age Entry Scheme Examinations for the Academic Year 2025/2026 held on Saturday 14th December, 2024.

The Candidates who scored a final mark of 50% and above passed the examination and have been recommended by the Pre-Entry & Mature Age Committee to the University’s Admissions Board for Consideration.

The Aptitude Exam  Results for 2025/2026 Academic Year released in February 2025 can be found here.

Mak Editor

Continue Reading

General

Call for Application: 2025 SNRM session 4 Summer School

Published

on

Participants in focused group discussions. Leiden-Delft-Erasmus East Africa Research Network (LEARN) in collaboration with the Urban Action Lab at Makerere University a workshop to deliberate strategies for mitigating the impacts of climate change in urban centres in the East African Region, Theme: “Resilient Urban Futures: Adapting Livelihoods to Climate Change”, 4th-5th September 2024, School of Public Health Auditorium, Kampala Uganda.

Context:
Natural resources in Africa are being depleted at an alarming rate due to several factors, including unsustainable human activities, climate change, and population growth. A primary condition of sustainable development is to ensure that the pressures do not exceed the environmental limits, and that demand for the resources does not exceed levels that can be sustainably provided by nature. Therefore, there is a pressing need for transformative, systems-thinking approaches and tools that can tackle the diverse challenges facing these systems. In Africa, this need is compounded by a lack of data and monitoring, which significantly hinders sustainable decision-making.

Investing in young scientists who are committed to take lead in sustainable management of Africa’s natural resources is very important. Capacity building of young scientists will enhance their knowledge and skill on sustainable natural resources and their involvement for implementation of the sustainable development goals (SDG’s) in Africa. To this effect, SNRM summer schools have been implemented in three sessions in 2019, 2020, and 2022 with support from Volkswagen Foundation; to build a critical mass of skilled and competent young natural resource scientists in Africa through training, capacity building and mentorship. Session 4 (2025) will target competent young scientists (MSc and PhD students) in Africa and Germany to further develop their knowledge and skills in systems thinking, advanced data collection and analysis, and application of emerging digital technologies such as Artificial Intelligence (AI), machine learning (ML), internet of things (IoT), and embracing transdisciplinary approaches. In addition, we include an ideation workshop where students can work on real problems to come up with solutions for sustainable transformations in natural resource use.

Organizers: Leibniz Universität – Hannover (Germany), University of Antananarivo, University of Abomey Calavi (Benin), Makerere University (Uganda), University of Ghana (Ghana), University of Parakou (Benin), The Technical University of Kenya, with financial support from the Volkswagen Foundation (Germany).

Venue and dates: Nairobi, Kenya, 16-28 November 2025

Target: MSc and PhD students, early in the program of less than 35 years of age from any university/research institution in either sub-Saharan Africa or Germany with an interest in natural resources management.

Participants and Scholarships: The course is fully funded and open to 20 MSc and PhD students from Africa, and 5 from Germany. Funding will cover the costs of air ticket, accommodation, meals, visa, and transportation. However, participants will cover the cost of their travel health insurance.

Topics

SNRM Summer School Session 4: Transformative pathways in biodiversity management and conservation.
This summer school is designed to deliver four modules over a two-week period. The modules are designed to enable the students to acquire new ways of designing data collection protocols and analysis for transformative sustainable natural resources management.

Module 4.1: Data collection I
Skills in data collection for a transformative and sustainable management of natural resources (water, wildlife, forest, land, livestock, crops) monitoring and data collection techniques; remote monitoring tools, earth observation system data, e.g. satellite data sources, LIDAR, and UAV aerial images. Collect and analyse In-situ data on biotic and abiotic parameters, map and analyse data using R or Google Earth Engine, field data collection and retrieving data from online databases.

Module 4.2 Data management and processing
Introduction to tools and methods of managing large and diverse data sets of natural resources such as time series, spatial, directional, and multivariate data. Practicals will include data storage, organization and conversion into various formats using databases such as PostgreSQL and statistical programming software such as R and Python; scripts.

Module 4.3 Ecological monitoring, modelling and management
This module aims to teach participants how to anticipate and validate trends that can be observed in various ecosystems. Lectures include ecological monitoring and its design; population monitoring studies; metrics in population monitoring; methods for monitoring and assessing marine ecosystems; human ecology to socio-ecological systems; climate change impact of ecosystems; suitability assessments; overview of the principles underlying wildlife monitoring and prediction systems for climate change adaptation. Practicals will include field data collection (individual and group); ecological data analysis using R or PAST; modelling and experiencing the behaviour of complex systems using Vensim.

Module 4.4 Natural habitat restoration ideation lab
This module is designed to spur students’ innovation and creativity, and to help students comprehensively identify interdependencies across the 17 SDG goals. Participants will be trained on ideation processes for solutions and intervention for transformative natural resource management. They will work collaboratively in small groups on case studies and develop pathways of transformative sustainable natural resource management. Examples of projects include forest (mangrove) ecosystem and habitat restoration, improved technologies for agricultural production, nature-based solutions for improving water quality, and reversing land degradation.

Language: The course will be delivered in English. Participants are expected to be fluent in writing and speaking the English language.

How to apply

Applicants are kindly requested to fill in the application form available from https://snrmafrica.com/ and submit the following documents in English through the system.

  • a curriculum vitae (maximum 2 pages)
  • a letter of motivation (maximum 1 page)
  • a confirmation of university enrolment
  • a reference letter from the academic supervisor
  • project summary of MSc/ PhD project (1 page including objectives, methodology
    and key findings or expected outcomes).

Important dates
Application deadline: 30th June 2025.
Announcement of accepted applicants: 15th August 2025.
Confirmation of attendance by selected participants: 12th Sept 2025.
Summer school held: 16 – 28 Nov 2025.

Further information is available from

The secretariat info@snrmafrica.com
Dr Lydia Olaka lydiaolaka@tukenya.ac.ke
Prof. Dr. Hartmut Stuetzel stuetzel@gem.uni-hannover.de

Mak Editor

Continue Reading

Trending