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Moi University : from just another ivory tower, to an university of choice

Horst, T. ter (2006) Moi University : from just another ivory tower, to an university of choice.

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Abstract:The research question of this study is: "what are the present corporate image and corporate reputation with the key external stakeholder groups of Moi University and what can be done to improve these concepts?" To answer this question, respondents from three different stakeholder groups were interviewed. These were future students, organizations and the local community. The interviews were held with the Reputation Quotient of Fombrun, Gardberg and Sever (2000) as a basis. Next to that some additional questions about the corporate image and about the relationship between Moi University and the external stakeholders were added. The perception the external stakeholders have of Moi University is quite positive in most areas. It is seem as a institution that provides quality education and it is amongst the best universities of Kenya. However, due to a lack of exposure towards Moi University, the university is not able to distinct itself from other universities in Kenya in the perception of the external stakeholders. Since Moi University wants to become a university of choice, it is important that it positively distincts itself from the other universities. Therefore the most important conclusion of this research is to improve the corporate image of Moi University in order to get more exposure of the university.
Item Type:Essay (Master)
MOi University, Main Campus, Kenya
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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