The Role of the Administrator in Branding a New University amidst Limited Resources: The Case of the SD Dombo University of Business and Integrated Studies, Wa.
The aim of this paper is to explore the role of administrator towards university branding strategies. The paper reviewed the significance of branding higher institution and its marketing strategies. The study applied quantitative techniques and multiple regression analysis for the sample of 350 students of the SD Dombo University of Business and Integrated Development studies to examine the role of administrator towards university branding processes. The study added value to the literature with an improved branding strategies such as bridging program, 21st century program of study, flexible payment systems of fees, GPA scholarship, international exchange program, the need for branding officer and lecturer specialization. The results showed that bridging program, flexible payment, branding officer, 21st century program and lecturer specialization improved university branding element. The finding of the study also identified the factors influencing branding strategic processes such as: the needs of students, market complexity, brand perception, infrastructure, available funding and stages of development towards branding. The study recommended the effective and strategic implementation of students’ flexible payment systems of fees to help students in registration of courses mounted every trimester. Again, the introduction of bridging program for potentially successfully senior high school candidates who had average results to be organised with two months access course for admission process to help them bridge the gap between high school and tertiary level based on specific core courses as key branding element.
Keywords: Strategic Branding, Administrator, Bridging program, Limited Resources
