Browsing by Author "Sumba, Selina"

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    The Impact of Corporate Reputation on Student Enrolment in Private Universities in Kenya A Case of Communication Students at Daystar University
    (Daystar University, School of Communication, 2021-10) Sumba, Selina
    This study purposed to find out the impact of corporate reputation on student enrolment in private universities in Kenya with a focus on Daystar University Communication students. The research objectives were to examine the communication policies put in place to manage the reputation of Daystar University; to find out the current state of the corporate reputation in Daystar University and to determine the role of corporate reputation on spurring student’s enrolment to Daystar University. Using corporate identity and stakeholder theories, the researcher sought to establish how corporate reputation impacts an institution in terms of student enrolment. The study employed descriptive research design. The target population for this study were the ongoing (January 2021 to May 2021) diploma and degree communication students and parents at Daystar University Athi River campus who were 289 in number. Stratified random sampling and convenience sampling were utilized to sample 100 students and 100 guardians who formed the respondents for the questionnaires while purposive sampling was used to select 3 respondents for the interviews. The study findings indicated that the majority of respondents (43%) knew about Daystar University through a friend, while 29.1% through social media, 17.4%, through broadcast media, whereas 7% indicated that they knew about the university through print media, and lastly, 8.1% knew about daystar through the corporate affairs department via their marketing activities, while others through their high schools, families, University’s alumni and word of mouth. The study recommends that university should encourage students, employees and alumni to have a sense of ownership and identity in order to play an ambassadorial role to the university; to improve students’ enrolment.