Journal of African Studies and Sustainable Development (JASSD) (Vol. 5 No. 1, 2022)
BUILDING A UNIVERSITY BRAND WITH MARKETING PUBLIC RELATIONS (MPR)
ABSTRACT
University as an institution of higher learning can be nurtured into a powerful brand with different Integrated Marketing Communication Tools and this can be strategically done over the years by deliberately putting in place a plan that should be executed in phases. Public Relations is one of the important tools of Integrated Marketing Communication and from it, the concept of ‘’Marketing Public Relations’’ [ MPR ] was developed. MPR is a promotional idea that give quality and positive communication support to a product as well as an organisation, and what makes MPR unique, is that it can give this publicity support and push to a brand without any help from advertising. This paper was carried out by consulting articles, books, and works of scholars in different areas of Integrated Marketing Communication.
