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

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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

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Admission List to Bachelor of Education External (BED) 2026/27 -Government Sponsorship

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Graduands from College of Education and External Studies (CEES) at the 73rd Graduation on Tuesday 14th February 2023, Freedom Square, Makerere University, Kampala Uganda, East Africa.

The Office of Academic Registrar, Makerere University has released the admission list of Diploma holders provisionally admitted to Bachelor of Education (EXTERNAL) programme under Private Sponsorship for the Academic Year 2026/2027 pending verification of their academic documents by the awarding institutions.

The List can be accessed by following the link below:

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Makerere University Kicks Off Semester Two Examinations Amid High Student Expectations

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Student discussion groups converge in tree shades on the edges of the Freedom Square overlooked by the Main Building. Makerere University, Kampala Uganda, East Africa.

Makerere University, the oldest and most prestigious institution of higher learning in Uganda and one of the foremost universities on the African continent, has officially commenced its Semester Two examinations for the 2025/2026 academic year. The much-anticipated assessment period marks a critical milestone in the academic calendar, bringing together thousands of students from across the university’s numerous colleges, schools, faculties, and institutes as they sit their end of semester papers in a bid to demonstrate mastery of the content covered throughout the semester.

The examinations, which span a carefully structured timetable released by the Academic Registrar, are being conducted across the various examination halls, lecture theaters, and designated assessment venues spread throughout the Makerere Hill campus. Security and integrity measures have been reinforced to ensure that the examinations are conducted in a fair, orderly, and transparent manner, upholding the university’s longstanding commitment to academic excellence and integrity.

This year’s examination season arrives at a particularly significant moment for the institution. Having navigated numerous challenges in recent years including disruptions to the academic calendar, resource constraints, and the ongoing effort to modernize curriculum delivery, Makerere finds itself reaffirming its core identity as a centre of academic rigour and intellectual development. The commencement of these examinations is therefore a statement of institutional resilience and the continued determination of both staff and students to uphold the highest standards of scholarship.

A Season of Academic Reckoning

For the student body, the commencement of Semester Two examinations signals the culmination of months of learning, late night reading sessions, group discussions, coursework submissions, and individual academic effort. Across the hostels, libraries, and common rooms of Makerere, the atmosphere has unmistakably shifted into one of focused determination. Students can be seen poring over lecture notes, textbooks, and past examination papers in every available space, from the steps of the Main Library to the benches of Freedom Square.

The university administration, through the various college deans and heads of department, has urged students to approach the examinations with calmness, thorough preparation, and utmost honesty. Messages reminding students of the dire consequences of academic malpractice have been widely circulated, as Makerere maintains a strict zero tolerance policy toward examination fraud, plagiarism, and any form of misconduct during assessments.

The Academic Registrar-Prof. Buyinza Mukadasi and other officials pose with students for a group photo after the pre-examination mental health workshop on 15th May 2026. Pre-End of Semester Two Examinations 2026/2026 mental health workshop organised by the Mastercard Foundation Scholars Program, 15th May 2026, Yusuf Lule Central Teaching Facility Auditorium, Makerere University, Kampala Uganda, East Africa.
The Academic Registrar-Prof. Buyinza Mukadasi and other officials pose with students for a group photo after the pre-examination mental health workshop on 15th May 2026.

Beyond the pressure of performance, the examination period also carries a deeply communal character on the Makerere campus. Students from different programmes, regions, and backgrounds find themselves united by the shared experience of preparation and assessment. Study groups form spontaneously in corridors and courtyards, senior students mentor their juniors on examination technique, and a spirit of collective striving pervades the institution. It is one of the defining features of life at Makerere, where the pursuit of knowledge is understood as both a personal endeavour and a shared social responsibility.

Preparation and Logistical Readiness

Ahead of the examination period, the university undertook extensive logistical preparations to ensure smooth and uninterrupted conduct of all papers. The Academic Registrar worked in close coordination with college examination officers to finalize seating arrangements, allocate invigilators, distribute examination materials, and confirm examination schedules with both academic staff and students. Special provisions were made for students with disabilities and those with documented medical conditions that may require additional time or special seating accommodations.

The university also invested in refreshing and reinforcing the physical examination venues. Lecture theaters and examination halls have been reorganized to ensure adequate spacing between candidates, proper ventilation, and clear visibility of invigilation personnel at all times. In line with best practices for examination administration, the university ensured that all required stationery, answer booklets, and supplementary materials were available and ready for distribution before the commencement of each paper.

Communication between the university and its students was also given particular attention in the lead up to the examinations. The Academic Registrar disseminated detailed instructions regarding reporting times, permitted materials, dress code requirements, and procedures for handling examination anomalies. Students were also reminded of the appeals process available to them should they have concerns about any aspect of their assessment. These communications were shared through the university’s official online portals, notice boards, college bulletins, and student representative councils to ensure maximum reach across the diverse student population.

Female students engage in a discussion outdoors at the Makerere University Main Campus. File photo.
Female students engage in a discussion outdoors at the Makerere University Main Campus. File photo.

The role of academic staff in the success of the examination period cannot be overstated. Lecturers and course instructors spent the final weeks of the semester conducting revision sessions, responding to student queries, and ensuring that all coursework components had been duly submitted and graded before the formal examination window opened. Many went above and beyond the requirements of their schedules to hold additional consultation hours, offering students every possible opportunity to consolidate their understanding and approach the examinations with confidence.

The Student Experience During Examinations

The experience of sitting Semester Two examinations at Makerere University is one that students across all disciplines describe as both challenging and transformative. Whether one is pursuing a degree in Medicine, Engineering, Law, Education, Agriculture, Business, or the Arts and Humanities, the examination period demands a high level of intellectual engagement and self discipline. For final year students in particular, these examinations carry enormous weight, as outstanding results can open doors to prestigious postgraduate opportunities, professional careers, and scholarship programmes both within Uganda and internationally.

First and second year students, many of whom are still adjusting to the demanding academic culture of university life, have also been encouraged to view these examinations not with fear, but as an opportunity to measure their growth and identify areas requiring further attention. The university’s Student Support Services office has throughout the semester offered counseling, academic advising, and peer mentorship programmes designed to equip students with the tools needed to manage examination related stress and perform at their best.

The physical and mental wellbeing of students during this period has also been a priority for the university. The university health center has been operating with extended hours to attend to students who may require medical attention, while the counseling and guidance unit has been available to offer psychological support to those experiencing anxiety or other forms of distress linked to the pressure of examinations. Student leaders have similarly been active in organizing welfare activities such as communal meals, devotional gatherings, and motivational talks to sustain morale across the student community.

Manager of the Makerere University Counselling and Guidance Centre, Mr. Henry Nsubuga addresses international students during a mental health awareness campaign. Mental Health Awareness Campaign organized by the International Students Union in partnership with the Counselling and Guidance Centre, International Office and Office of the Dean of Students, 12th April 2024, Senate Conference Hall, Makerere University, Kampala, Uganda, East Africa.
Manager of the Makerere University Counselling and Guidance Centre, Mr. Henry Nsubuga addresses international students during a mental health awareness campaign.

International students studying at Makerere under various exchange and bilateral agreements have also been fully integrated into the examination process. The International Office worked to ensure that these students were aware of all relevant regulations, that their results would be properly transmitted to their home institutions, and that any unique logistical needs they may have had were addressed in a timely and sensitive manner. Makerere‘s growing profile as a destination for regional and international students makes this kind of inclusive administration increasingly important.

Upholding the Integrity of the Examination Process

Academic integrity remains one of the most sacred principles at Makerere University. The institution has, over its century long history, produced graduates who go on to serve in the highest echelons of government, civil society, academia, and industry, not only in Uganda but across East Africa and the broader global community. The credibility of a Makerere degree is therefore inseparable from the integrity with which its examinations are conducted. To this end, trained invigilators are deployed at every examination venue, and supervisory visits by senior academic officers are carried out throughout the examination period.

Students found in possession of unauthorized materials, communicating with fellow candidates without permission, or engaging in any other form of misconduct face serious disciplinary consequences, including cancellation of their papers, suspension from the university, or permanent expulsion in the most severe cases. These measures are not intended to intimidate but rather to protect the integrity of each student’s genuine academic effort and safeguard the reputation of the qualifications they earn.

It is worth noting that the vast majority of Makerere students approach their examinations with complete honesty and a genuine desire to succeed on the strength of their own preparation. The university’s integrity framework is designed not to cast suspicion on the student body as a whole, but to create a level playing field in which every student’s results accurately reflect their own knowledge, effort, and intellectual ability. The culture of academic integrity is something that Makerere actively cultivates through orientation programmes, faculty mentorship, and ongoing student engagement on the values that underpin the university’s academic mission.

A Legacy of Excellence in Focus

Makerere University was established in 1922 as a technical school and has grown over the decades into a comprehensive research university offering programmes at the undergraduate, postgraduate, and doctoral levels across virtually every field of human knowledge. Today, with an enrollment of tens of thousands of students drawn from Uganda and across Africa, the university occupies a unique and irreplaceable role in the intellectual, social, and economic development of the region. Each examination season is therefore not merely a bureaucratic academic exercise but a living expression of this legacy of excellence.

The University Council, Senate, and Vice Chancellor have collectively reiterated their commitment to ensuring that the assessment process is not only rigorous and fair but also supportive of student welfare. Plans are already in place for timely marking and moderation of scripts, with results expected to be released within the stipulated periods as outlined in the academic calendar, allowing students to plan ahead for the subsequent semester or, for those completing their programmes, for graduation and the next chapter of their lives.

A red-carpet photo moment of CHS alumni at the 2026 dinner. Makerere University College of Health Sciences celebrates 100 years of training health professionals, 6th March 2026, Nile Hall, Hotel Africana, Kampala Uganda, East Africa.
A red-carpet photo moment of CHS alumni at the 2026 dinner.

Alumni of Makerere University, many of whom occupy positions of influence in Uganda and beyond, frequently look back on their examination experiences as formative moments that shaped their professional discipline, their capacity for sustained effort, and their ability to perform under pressure. The lessons learned in the examination hall, they often say, extend far beyond the academic content being tested. They speak to the development of character, persistence, and the kind of intellectual confidence that only comes from having genuinely mastered a body of knowledge. In this sense, the examinations of Semester Two 2026 are not merely an ending but a beginning for each of the thousands of students who sit them.

Looking Ahead: Results, Graduation, and Beyond

Once the examination period concludes, attention will swiftly turn to the processes of marking, moderation, and results release. The university’s academic staff are expected to adhere to strict timelines in the submission of marked scripts and the entry of results into the university’s academic management system. External examiners, drawn from other universities and professional bodies, play an important role in moderating the standards of assessment across programmes, ensuring that Makerere‘s results are benchmarked against regional and international norms.

For students who are completing their final year of study, the conclusion of Semester Two examinations sets in motion the graduation process. Makerere University‘s graduation ceremonies are among the most celebrated events in Uganda’s annual calendar, attended by families, dignitaries, government officials, and members of the public who gather to witness the conferment of degrees upon a new generation of graduates. The graduation ceremony is a moment of immense pride for the university, for the families who have supported their children through years of study, and above all for the graduates themselves who cross the stage having earned their qualifications through genuine effort and dedication.

PhD Graduand-Dr. Harriet Aber (centre) poses with family members during Makerere University’s 76th Graduation Ceremony on February 25, 2026. Makerere University School of Public Health Communications Office, Graduation Profiles Series, 76th Graduation Ceremony, Dr. Harriet Aber Odonga, “Substance Use among Children in Mbale, Uganda: Health System Landscape and Support Structures,” Kampala Uganda, East Africa."
PhD Graduand-Dr. Harriet Aber (centre) poses with family members during Makerere University’s 76th Graduation Ceremony on February 25, 2026.

Students who do not achieve the required grades in one or more papers will have access to the university’s retake and supplementary examination provisions, which are designed to give genuine learners a fair opportunity to demonstrate competence without being permanently disadvantaged by a single poor performance. The university’s academic regulations provide clear and transparent guidelines on eligibility for retakes, the conditions under which supplementary examinations may be granted, and the procedures for lodging appeals. These provisions reflect Makerere’s understanding that the journey of learning is rarely linear and that fairness requires the system to accommodate the full range of student circumstances.

A Message of Encouragement

To every student sitting examinations at Makerere University this season, the message from the university community is one of solidarity and encouragement. The journey through university is not always easy, but it is invariably worthwhile. Every late night spent studying, every difficult concept wrestled into understanding, and every assignment completed under pressure has been preparation for exactly this moment. The examination hall is where months of intellectual labor are given form and voice, and every student carries within them the capacity to rise to the occasion.

The university’s academic and administrative staff, from the Vice Chancellor and the Deans down to the examination room invigilators and the groundskeepers who ensure the campus is clean and welcoming each morning, are all invested in the success of every student. Makerere is not merely a place of learning; it is a community built on mutual commitment to the advancement of knowledge and the development of human potential. Every student who walks into an examination venue this season walks in as a representative of that community and carries with them the hopes of their family, their region, and their country.

As Makerere University proceeds through its Semester Two examination period, the entire institution stands united behind its students. From the academic staff who prepared and marked the papers, to the support staff who maintained the examination venues, to the administration that coordinated the logistics and upheld the rules, everyone is working together toward a single goal: providing every student with the fairest possible opportunity to demonstrate what they know and what they are capable of achieving. Makerere University remains, as it has always been, a place where minds are shaped, potential is realized, and futures are built.

The Writer is a Volunteer in the Public Relations Office, Makerere University and the Mak Sharks PRO | Est. 2014

Philemon Akoragye.
Philemon Akoragye

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Makerere University Newsletter Jan-Mar 2026

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Cover Page of the Makerere University Newsletter Jan-Mar 2026. Kampala Uganda, East Africa.

The activities of the first quarter of 2026 depict Makerere University not just as a place of learning but as a dynamic space where ideas, ambition, and opportunity shape the future.

This edition highlights a university in motion. The Career Fair 2026 stood out as a powerful moment of reflection and discovery. Under the theme “Machine vs. Man,” students were challenged to rethink their place in a rapidly evolving world shaped by artificial intelligence. What emerged was not fear, but clarity a recognition that the future belongs to those who are adaptable, innovative, and willing to learn continuously. Beyond the discussions, the fair created meaningful connections, opening pathways to careers, further study, and entrepreneurship.

The launch of the Open, Distance and eLearning (ODeL) initiative is a practical step toward inclusive and accessible education. By embracing digital transformation, Makerere is expanding learning beyond physical classrooms and positioning itself as a leader in flexible, technology-driven education. This shift reflects a broader commitment to ensuring that quality education reaches more learners, within Uganda and beyond.

This issue also celebrates the people behind the progress. From staff committing wholeheartedly to the student community they serve to student leaders navigating complex challenges, the stories this quarter demonstrate the personal resilience, creativity, and purpose that drive the institutional transformation at the Hill.

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