JOURNALS

JASSD - Journal of African Studies and Sustainable Development (Vol. 5 No. 1, 2022) BUILDING A UNIVERSITY BRAND WITH MARKETING PUBLIC RELATIONS (MPR) Okoh Samuel Ejime

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.

Keywords: Marketing Public Relations, Public Relations, Marketing Communication, Corporate Social Responsibility,CSR
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