Role of Symbols In Influencing Students’ Choice of A University: A Case Of The United States International University - Africa

A Research Report Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirements for the Degree of Masters in Business Administration (MBA)Marketing managers in universities are struggling to adapt to the fast changing environment and stiff competition in the education sector. These institutions are facing stiff competition and therefore must aim at remaining competitive yet profitable. University branding and the use of symbols are about aligning existing and potential students, as well as employee behavior with brand values. This study focused on the role of symbols in influencing students’ choice of a university. This study was governed by three specific objectives: the visual role of symbols; the communication role; and the differentiation role and how these key areas influence students’ choice of a university. The study employed a descriptive design. Descriptive research was chosen because it enabled the study to generalize the findings to a larger population. The student body was stratified into freshmen and sophomore students of the United States International University – Africa. A sample of 54 freshmen and 46 sophomores was selected using simple systematic sampling from the strata. The study used questionnaires to obtain primary data. Data obtained from the questionnaires was then cleaned, coded and keyed in. It was then analysed using descriptive analysis (mean, median, standard deviation) through the use of the Statistical Package for the Social Sciences (SPSS) software and later subjected to interpretation. The tests were conducted at 95% level of confidence (α=0.05). Further, a multivariate regression model will be applied to determine the relative relationship of each of the roles with student choice of a university. The study showed that students chose USIU-Africa because it had a good reputation. The general image of the university and their parents greatly influenced the students’ choice of the university. The study further showed that the perceived quality of service given to students Africa as well as the quality of education offered influenced their choice of USIU. The study showed that the symbols used offer visual identity system that unites the whole university. The study revealed that the use of symbols increases USIU-Africa recognition to both internal and external customers and that the symbols used by USIU-Africa and serve as a focal point of connection which communicate the university’s core values. Further, the symbols enhance a brand’s authenticity and intimate appeal to students. The study showed that the name of the university captures students’ attention whenever they see or hear of it and that when someone spoke of USIU-A, students were able to associate it with the images used on the symbols. The symbols used by USIU-Africa build a sense of unity amongst the diverse societies represented in the university and they were also used to communicate about the university’s commitment and engagement to providing quality education. The study showed that symbols chosen by USIU-Africa should be used in all its promotional materials because they helped students to have the university convincingly positioned in their mind. The study showed that students felt that USIU-Africa symbols created a good brand image for the university and also contributed to its overall success. The study also revealed that the aesthetic response attached to symbols was one of the clues that differentiated it. The study recommends USIU-A to ensure that the articulation of its brand is supported by qualitative and quantitative research that should be conducted on their behalf by a well-known branding agency with experience in higher education issues. This organization should be given the task of ensuring that the university symbols and colours are differentiated from the existing ones