The Role of Corporate Branding on The Students’ Choice of Master’s Degree Programs A Case of Two Selected Universities in Nairobi

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dc.contributor.authorMuriithi, TerryRuth Wanjiku
dc.date.accessioned2022-03-30T08:05:59Z
dc.date.available2022-03-30T08:05:59Z
dc.date.issued2021-10
dc.descriptionMaster of arts In communicationen_US
dc.description.abstractThis 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.en_US
dc.description.sponsorshipSchool of Communication of Daystar Universityen_US
dc.identifier.citationMuriithi, 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.en_US
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/3902
dc.language.isoenen_US
dc.publisherDaystar University, School of Communicationen_US
dc.subjectCorporateen_US
dc.subjectBrandingen_US
dc.subjectStudentsen_US
dc.subjectMaster’s Degreeen_US
dc.subjectUniversitiesen_US
dc.subjectNairobien_US
dc.titleThe Role of Corporate Branding on The Students’ Choice of Master’s Degree Programs A Case of Two Selected Universities in Nairobien_US
dc.typeThesisen_US

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