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
The two-week training programme aims to equip government officers with practical skills to assess project viability, manage investment risks and ensure public resources deliver value for money.
The Public Investment Management Centre of Excellence (PIM CoE) is strengthening the capacity of government officers to undertake financial appraisal and risk analysis of public investment projects through a two-week training programme designed to improve the quality of project preparation, appraisal and decision-making in Uganda.
The training, which started in Fort Portal on October 19, 2026, brought together participants from various government ministries, departments and agencies (MDAs), alongside facilitators from Makerere University, the Ministry of Finance, Planning and Economic Development, Cambridge Resources International (CRI), the National Planning Authority and the Uganda Development Bank.
Officially opening the training on behalf of the Permanent Secretary/Secretary to the Treasury, Ms Esther Ayebare, Acting Assistant Commissioner in the Project Analysis and Public Investment Department of the Ministry of Finance, Planning and Economic Development, emphasised the importance of rigorous project appraisal in strengthening Uganda’s public investment management system.
She noted that projects admitted into the public investment plan must be aligned with national priorities, technically sound, financially viable and capable of delivering value for money.
“Government must be able to compare investment alternatives and ensure that only viable projects proceed through the public investment process,” she emphasised.
Ms Ayebare explained that sound appraisal enables government to make informed investment decisions, maximise returns on public expenditure and ensure that limited public resources are directed towards projects with the greatest potential to deliver development outcomes.
Building practical skills for better investment decisions
The training builds on the Public Investment Management course conducted in June, which introduced participants to Uganda’s public investment management framework, including project conceptualisation, stakeholder analysis, project costing, implementation action plans, the Integrated Bank of Projects, and monitoring and evaluation of public investment reforms.
The current programme advances this foundation by equipping participants with technical competencies in financial appraisal, financial modelling and risk analysis.
Participants will explore integrated investment appraisal, alternative investment criteria, cash-flow statements, inflation and exchange-rate movements, asset valuation, project financing, project scale and timing, risk-sharing arrangements and cost-effectiveness analysis.
Through practical exercises and case studies, participants will apply these concepts to investment scenarios in sectors such as roads, health, education and water. The programme will also examine how climate change, social considerations and other risks can be integrated into project preparation and appraisal.
Ms Ayebare encouraged participants to engage actively with the facilitators, question the practical application of the tools and consider how the skills acquired could improve investment decisions within their respective institutions.
She also reminded participants that the programme includes an examination and that certification requires more than attendance. Participants are expected to demonstrate an understanding of the concepts and acquire practical skills that they can apply in their work.
Reducing dependence on externally prepared studies
A key objective of the training is to strengthen the ability of government institutions to undertake high-quality project appraisal studies using their own technical teams.
Ms Ayebare observed that many studies submitted to the Development Committee have traditionally been prepared by external consultants, often at considerable cost. Building the capacity of public officers to conduct these studies independently can help institutions strengthen their technical expertise and improve the quality of project proposals presented for consideration.
She urged participants to take full advantage of the facilitators’ expertise and return to their institutions equipped to undertake sound financial appraisals and provide evidence-based advice to decision-makers.
She further emphasised that project approval requires thorough preparation, analysis and justification, rather than simply identifying available funding and proposing a project to utilise it.
Strengthening public investment management through capacity development
In his remarks, Prof. Edward Bbaale, Director of the PIM CoE, thanked the Ministry of Finance for its financial support and for identifying participants from government institutions. He also recognised the contributions of the facilitators and partner institutions in delivering the programme.
Prof. Bbaale noted that the Centre’s work extends beyond training to include research and advisory services aimed at improving public investment management practices. He encouraged continued collaboration with government institutions and other partners to advance research, knowledge sharing and capacity development.
Speaking during the training, Dr John Sseruyange, Manager of the PIM CoE, highlighted the importance of commitment, active participation and punctuality throughout the programme. He encouraged participants to engage with the facilitators, ask questions and apply the knowledge gained to the projects they support.
Dr Sseruyange also acknowledged the Government of Uganda, through the Ministry of Finance, Planning and Economic Development, for financing the training, and appreciated Cambridge Resources International for its continued support towards improving public investment preparation and analysis in Uganda.
The training reflects ongoing efforts to strengthen Uganda’s public investment management system by equipping public officers with the knowledge and practical competencies needed to assess projects rigorously, identify potential risks and make informed investment decisions.
By developing in-house expertise across government institutions, the programme seeks to contribute to better-prepared projects, more efficient use of public resources and improved delivery of Uganda’s development priorities.
President Yoweri K. Museveni while officiating as Chief Guest at the Julius Nyerere Annual Symposium 2026: Nyerere-Museveni Dialogue at Makerere University called upon the audience not to merely hold Nyerere’s Legacy as a historical footprint but as a masterplan for the future that remains unfinished. Organised by the Julius Nyerere Leadership Centre (JNLC), the symposium was a two day event that started with “ekyooto” on 13th October at the JNLC gardens and climaxed on 14th October in Freedom Square. The second day hinged on the theme: Borrowing from the Past, Building the Future.
In the President’s message delivered by Rt. Hon. Dr. Crispus Walter Kiyonga the Second Deputy Prime Minister and Chancellor of Makerere University, the president spotlighted, “Mwalimu Nyerere as the greatest African that ever lived in terms of contribution to the African people’s efforts for freedom, human rights, and dignity.”
This greatness, he notes, spilled not just to political ideals but also to economics and security. The President agreed with him and warned that “freedom without economic transformation and economic prosperity, without a robust strategic security, remains incomplete.”
Reaching out to the younger generation of scholars and leaders, the President issued a strong warning to move beyond simply remembering Nyerere to action. He said, “you must carry forward the torch of pan-Africanism, reject sectarianism and tribalism, build our regional markets, and champion the total political integration of our motherland.”
He appreciated Mwalimu for his; unwavering support for the struggle of the East African Federation, courageous backing of the armed anti-colonial struggles in the southern half of Africa, principled and decisive support for the anti-Idi Amin struggle, pro-people and pro-unity policies that kept Tanzania peaceful for decades, and ensuring that Tanzania remained a strategic rear base for the entire African resistance.
As a believer in Nyerere’s ideals, the President urged the audience to honor Mwalimu “not merely through commemorative speeches, but through completing the historical task of uniting, defending, and prospering our motherland,” for the motive is to ensure that the independence wars won by our predecessors were not in vain.
To this note, he reiterated the case for Uganda, saying “we shall never forget his profound contribution” to Africa.
Professor Nyamsenda’s Keynote Unparked Pan-Africanism
During the Nyerere-Museveni Dialogue symposium at Makerere University, Professor Sabatho Nyamsenda, a lecturer at the University of Dar es Salaam delivered the Keynote Address titled “The Unfinished African Project: From Liberation Legacies to a New Generation of Transformation” during the symposium”.
He started on a lighter noticing “Nyerere is being Ugandanised.” This he said looking at the annual Public Lectures dedicated to his name and felt like challenging his home institutions to follow suit.
At the calm of the room, he presented a critique of the current state of Pan-Africanism, arguing that it has been grabbed by the ruling elites, a challenge Professor Nyamsenda identifies to have started in the period of 1960 -1980.
He explained that it was around this time period that Pan-Africanism was snatched away from the masses and it became a state project. Currently, he said the ideology exists in two forms: Boardroom and Street Pan-Africanism.
Professor, characterised Boardroom Pan-Africanism as a State Project. He said “boardroom Pan-Africanism sits comfortably with imperialism and elite-centered accumulation.” While Street Pan-Africanism to which Professor advocates, he emphasised that historically, this approach “united the African liberation movement and liberated the African continent from the most barbaric colonial powers.”
As he concluded, Professor Nyamsenda joined Mwalimu and the President of Uganda in urging youth to consider joining and leading the struggle for a better Africa.
Role of JNLC in Realising Nyerere’s Ideas
Professor Saturninus Kasozi Mulindwa, the JNLC Board Chair highlighted the primary objective of the center as “imparting knowledge and sharing experiences from the old generations to the new generations.” Therefore, JNLC contributes to the actualisation of Nyerere’s ideas by focusing on the development of the next generation of African leaders.
To supplement this, Dr. Nansozi K. Mwanga the Executive Director at JNLC said that the center is committed to “nurturing ethical, conscious, and transformative leaders inspired by Mwalimu’s ideas of service, human dignity, self-reliance, and Pan-African solidarity.”
She explained their focus is on several key areas with training as core. They have “trained over 1,500 young people and young leaders from across Uganda.”, and developed leadership programs “grounded in ethical decision-making, civic responsibility, public service, and action.”
In her remarks, it was observed that training alone is not enough; they are also doing mentorship, to provide opportunities for networking and learning from experienced leaders. There are already testimonies when you visit the Centre wall of fame. To which Dr. Nansozi revealed “leadership development matters when learning becomes service and meaningful action.”
The Centre remains proud of those they have touched and are eager to support as many cohorts.
Julius Nyerere Family Pour their Heart out
Mama Maria Nyerere, addressed the Symposium virtually and commended the Centre for keeping Mwalimu’s values alive.
As a memory of her husband, she reminded the audience that his greatest legacy was anchored on the values by which he lived: service, humility, integrity, unity and love for Africa and its people. She also urged the young people to take up leadership responsibilities and lead with humility, integrity and always remember the people they serve.
Mama Nyerere also advised the youth to learn from those who came before them like her husband with courage to build a better Africa for their generation and those who will come after them.
Joining Mama Nyerere, on behalf of the Nyerere family was Ms. Julia Nyerere, a granddaughter, who attended physically and thanked H.E. Kaguta Museveni for supporting the establishment of the Julius Nyerere Centre at Makerere University and also commended the Keynote Speaker Professor Nyamsenda for Critiquing Nyerere’s ideas.
Julia further shared an understanding of her grand-father’s interest in preserving humanity as a moral.
As a family they are happy that his (Nyerere) values and legacies continue to inspire Africa and beyond.
Appreciation for All who Made the Symposium Possible
Addressing the symposium, the Vice Chancellor of Makerere University, represented by Professor Henry Alinaitwe the Deputy Vice Chancellor in Charge of Finance and Administration expressed the University’s appreciation and commitment.
He thanked “the government of Uganda for the support they are giving to the Julius Nyerere Leadership Center,” and requested Dr. Kiyonga to “convey the message to the fountain of honour for this initiative that Makerere University is happy for, and is going on well.”
To the leadership of the Center, he specifically thanked the Director Dr. Nansozi for her focused leadership. He stated, “I commend my friend, Dr. Nansozi, for the work that you are doing.”
Professor Alinaitwe also emphasized “we” value these symposiums, saying, “as a university, we acknowledge that such activities create great visibility.”
Dr. Kiyonga was also thanked for delivering the President’s message, together with veterans like Professor Kabwegyere, among other distinguished guests and partners that attended.
Professor Tarsis Bazana Kabwegyere as well appreciated all and emphasised the collective duty of the youth in building the next generation.
He advised “your responsibility is to identify and build Africa forward, building on the legacies and foundations of our forefathers,”.
The Professor also argued that “being young on its own is not a virtue. It is what you are when you are young.” He challenges the audience to avoid being ignorant and claim that you are young.
Background of the Nyerere Symposium
The Julius Nyerere Annual Symposium is an intergenerational gathering hosted at Makerere University. For more than six years now, it has been connecting past leadership legacies of Nyerere and other revolutionaries with current regional and continental priorities under the (JNLC) centre.
The Julius Nyerere Leadership Centre (JNLC) serves as a training ground and research hub designed to mentor the next generation of African leaders. Co-hosted by Makerere University and the Uganda Management Institute (UMI), the Centre bridges the gap between older statesmen and youth by focusing on Pan-African ideals, ethical governance, and social transformation.
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