The Role of Corporate Branding on The Students’ Choice of Master’s Degree Programs A Case of Two Selected Universities in Nairobi
Master of arts In communication
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| Format: | Thesis |
| Language: | English |
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Daystar University, School of Communication
2022
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| Online Access: | https://repository.daystar.ac.ke/handle/123456789/3902 |
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| author | Muriithi, TerryRuth Wanjiku |
| author_facet | Muriithi, TerryRuth Wanjiku |
| author_sort | Muriithi, TerryRuth Wanjiku |
| collection | DSpace |
| description | Master of arts
In communication |
| format | Thesis |
| id | oai:repository.daystar.ac.ke:123456789-3902 |
| institution | Daystar University |
| language | English |
| publishDate | 2022 |
| publisher | Daystar University, School of Communication |
| record_format | dspace |
| spelling | oai:repository.daystar.ac.ke:123456789-39022024-02-21T16:45:49Z The Role of Corporate Branding on The Students’ Choice of Master’s Degree Programs A Case of Two Selected Universities in Nairobi Muriithi, TerryRuth Wanjiku Corporate Branding Students Master’s Degree Universities Nairobi Master of arts In communication This study examined the role of corporate branding on the students’ choice of master’s degree programs with a focus on Daystar University and the University of Nairobi (UoN). The objectives of the study were to investigate the strategies universities in Kenya used to brand their programs, establish the role corporate branding plays in student enrolment in universities in Kenya, and find out the factors that attract students to enroll for master’s degree programs in a university. The study used the hierarchy of effects theory, a model focusing on advertising. The target population for this study was 2094 master’s degree students: 1208 from UoN and 886 from Daystar University. A descriptive research design was used, and data was collected through a survey from a sample of 130 first-year full-time master’s degree students. The researcher also conducted interviews with two staff from the corporate affairs departments in both universities: one (1) from each university. Some of the study’s key findings were that 19% of the respondent’s gained knowledge about the universities that they were enrolled for their masters’ degree studies through referrals; and corporate branding plays a significant role in student enrollment in universities in Kenya, as relayed by 29.13% of the study respondents. Last but not least, as per 30% of the respondents, universities brand themselves to build up their reputation and global recognition. This research recommends the need for universities to identify the most salient aspects of their institutions and determine effective strategies for forming and communicating a cohesive identity. School of Communication of Daystar University 2022-03-30T08:05:59Z 2022-03-30T08:05:59Z 2021-10 Thesis Muriithi, T. W. (2021, October). The Role of Corporate Branding on The Students’ Choice of Master’s Degree Programs A Case of Two Selected Universities in Nairobi. Daystar University, School of Communication; Nairobi. https://repository.daystar.ac.ke/handle/123456789/3902 en application/pdf Daystar University, School of Communication |
| spellingShingle | Corporate Branding Students Master’s Degree Universities Nairobi Muriithi, TerryRuth Wanjiku The Role of Corporate Branding on The Students’ Choice of Master’s Degree Programs A Case of Two Selected Universities in Nairobi |
| title | The Role of Corporate Branding on The Students’ Choice of Master’s Degree Programs A Case of Two Selected Universities in Nairobi |
| title_full | The Role of Corporate Branding on The Students’ Choice of Master’s Degree Programs A Case of Two Selected Universities in Nairobi |
| title_fullStr | The Role of Corporate Branding on The Students’ Choice of Master’s Degree Programs A Case of Two Selected Universities in Nairobi |
| title_full_unstemmed | The Role of Corporate Branding on The Students’ Choice of Master’s Degree Programs A Case of Two Selected Universities in Nairobi |
| title_short | The Role of Corporate Branding on The Students’ Choice of Master’s Degree Programs A Case of Two Selected Universities in Nairobi |
| title_sort | role of corporate branding on the students’ choice of master’s degree programs a case of two selected universities in nairobi |
| topic | Corporate Branding Students Master’s Degree Universities Nairobi |
| url | https://repository.daystar.ac.ke/handle/123456789/3902 |
| work_keys_str_mv | AT muriithiterryruthwanjiku theroleofcorporatebrandingonthestudentschoiceofmastersdegreeprogramsacaseoftwoselecteduniversitiesinnairobi AT muriithiterryruthwanjiku roleofcorporatebrandingonthestudentschoiceofmastersdegreeprogramsacaseoftwoselecteduniversitiesinnairobi |
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