ABSTRACT
The study examined
the Image of Godfrey Okoye University by the graduating students of 2017/2018
session of the university. Quantitative design and survey methodology was adopted
for this work. The population for the study consisted of 471 graduating
students of 2017/2018 session with a sample size of 261. The study was anchored
on two theories. Stakeholders theory and excellent theory. The study found out
that the learning facilities in Godfrey Okoye University are of a high quality
and it satisfied the students of the university and also that Godfrey Okoye
University has good quality of academic staff. It also found out that the
students of the university view the regulations on the social life of the
student while on campus as unnecessary and that the attitudes of non-academic
staff of the university are not satisfied by the students of the university.
And it recommends among others that
Public and private Institutions should as a matter of priority make use
of good quality learning facilities in their different institutions and also
employ good quality staff that will boost the knowledge of the students through
good teachings as such will encourage more students into their institutions . Universities should take part in interval
research to know the needs, wants and challenges of the students as this will
help them draw a concrete and efficient program for the students.
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
Corporate
image communicates the institution`s mission, the professionalism of its
leadership, the caliber of its staff and students to their entire publics. It
is the impressions, knowledge, feelings that people have about an institution. Since
the inception of Godfrey Okoye University Enugu, they have experienced growth
variously in everything they do. Godfrey Okoye university the catholic
university of Enugu diocese in Enugu state since 2009 had been in forefront of
other university that were established with them and even before them in
Nigeria. Anieke .C, (2015). The good image of Godfrey Okoye University had
earned them collaboration with influential people and organizations both within
and outside the country like Birmingham University, Portsmouth, Coventry
University United Kingdom, Johannes KeplerUniversitat Linz, Austria and Bowen
University United States. Aneke. C,(2016).Corporate image has become a
prominent paradigm and has begun to be link to strategic management decision of
an organization including institutions. The concept is based on recognition
that students assess institutions image to know the level of their academic
qualification because every good parents and guidance will like their children
to attain a reputable school with good image and qualification that will equip
their children with good knowledge that will make him or her a better person
and also employable for job after school.
Herstein
(2009), state that in order to reinforce corporate image, an effective integrated
marketing communication (IMC) strategy must be developed and successfully
implemented. In an attempt to maintain an atmosphere to foster trust and
confidence of the students and parents, Godfrey Okoye University are linked to
their vision and mission in establishing the institution which is to be the best
private University in Nigeria and knowing that they can only achieve it through
the positive impression of the public had employed many qualified staff
comprising of prominent professors in the institution that will prepare their
students to compete with other students from other continents like Europe,
North America and so on. Njoku .G,(2016).Abratt and Mofokeng (2001) stipulated
that vision and mission guide any organization in its daily interaction with
external actors. Through their
collaboration with American and Australian Universities, they laid the
foundation of their mission with their students as their students attained
programs with students from the above Universities; they interact and compete
with them as well as measure their knowledge and these had indeed equipped them
to be ahead of other Universities in Nigeria.
Organizations
rely on various cues in their quest to project an image to its stakeholders.
According to Fill (2006), corporate image is the out word projection of who and
what the organization is to its various audience. Godfrey Okoye University
Enugu is known by its publics as an institution where students graduate with
distinction in both character and learning because this university does not
only prepare its students academically but also morally. As a catholic
university, they celebrate masses every morning for the catholic students and
staff and as well allow the non- Catholics to worship God in their own program
before the beginning of lectures every morning to prepare them that putting God
first in everything they do is very important. Macmillan (2002) opines that
reputation has been identified as playing a significant role in improving firm
value. Godfrey Okoye University in their effort to ensure the safety of her
students and staff had employed many security personnel that guard her
environment against armed robber or kidnappers of any kind. The 2017/2018
graduating students of the University perceives
that the University has a better corporate Image to other Universities. Good
image promote good reputation of an institution, the concept of image has gone
deeper and broader, it has universally acknowledge that image can be shaped by
both tangible and intangible characteristics, formal and informal factors. Therefore
seeking sustainable image should start with the identity representing the
values and performance standards clearly.
Reputation
management should be based on holistic approach, one’s reputation is being
driven by behavior, communication, visual appearance, result, their
interpretation among various publics, as well as by exogenous factors media
messages, gossips, other stakeholders review and appreciations. Developing
comprehensive image and reputation in an institution should be based on
determining identity and profile of desirable image band reputation, analyzing
internal and external environment, identifying stakeholders and their
importance, measuring and evaluating present image.
1.2 Statement of the problem
Assessing
her corporate image is necessary for any organization, institution, because
their success or survival depends on the quality of their relationship with the
publics. Quality relationship and sustained goodwill with various publics
depends largely on the image the various publics hold about such organization
or institution. Just as individual cannot survive in this competitive world
without others, also an organization cannot sell without itspublics. Godfrey Okoye
Universitylike every other institution,need the goodwill of her respective
publics to survive. Students are very important group that the university
relates with. Students are the main reason why educational institutions exist.
The students of Godfrey Okoye University came from various families and from
different part of the country. They have relationships with relatives and other
young people who may be in search of a good university to attend. The impressions
that students have about the university will determine what they will be
telling people out there about the university.
Graduatings
students having spent about four years or more in the institution and ready to
spread into the larger society are expected to be positive ambassadors of the
university. If they have great, positive impressions about the university, they
will naturally become positive campaigners, spreading the good news about the
university to others. This will increase the traffic of prospective students
seeking to be admitted into various programs of the university.
Similarly,
if students hold negative impressions about the university, their comments
about the university will scare other prospective students from the university.
This will rubbish to a great extent every other efforts of the university to
become more acceptable and attractive to prospective university students and
their parents.
This
work sought to ascertain the corporate image of Godfrey Okoye University as it
is in the minds of the 2017/2018 graduating students.
1.3
The aim and objective of this research is to find out how the students perceive
the Image of Godfrey Okoye University.
1.To
ascertain the graduating students` impression on the quality of learning facilities
in Godfrey Okoye university.
2.
To ascertain the graduating students` impression on the quality of academic
staff delivery.
3.
To ascertain the graduatingstudents` opinion on the regulation on social life
of students while on campus.
4
To ascertain the graduating students` impression on the quality and attitudes
of non-academic staff of the university.
1.4. Research questions
This Study Asked The Following
Research Questions:
1.
What are the graduating students’ impressions on thequality of the learning
facilities in Godfrey Okoye University?
2.
What are the graduating students’ impressions on the quality of academic staff delivery?
3.How
do the graduating students’ perceive theregulation of the university on social
life of the students while on campus?
4.What
are thegraduating students’ impressions on the quality and attitude of
non-academic staff of the university?
1.5
Scope of the study
The
study is limited to Godfrey OkoyeUniversity’s graduating students of 2017/2018 academic
session of the institution based on their impression on the corporate Image of
the University.
1.6. Significant of the study
This
study will be useful to many institutions, corporate organizations, government
officials and Public Relation practitioners who are new in this job as few
works have been done on the subject. Also it will serve as resources for other
researchers who will be interested in the subject of this research. It will
also be beneficial to private institutions and colleges. Another important is
that it will help the researcher to test the objectives of the study and the
application of the theory used.
1.7 Operational Definition of Terms
The
meaning of key words that constitute the research problems and some key words
that may be used frequently in course of this research work will be define as
sub-headings to ensure proper and easy understanding of the study. The
following salient concepts have been conceptually and operational defined for
the study.
Corporate Image
In
this study, corporate Image entails that Godfrey Okoye University is seen as an
institution that is recognized by law as an entity.
Management
This
entails how Godfrey Okoye University was able to sell its Image by evaluating
and controlling the impact of its appearance on herself, on her publics and
achievement of its goals.
Impression
In
this study, impression entails how the graduating students of 2017/2018 set of
Godfrey Okoye University view the Image of the institution.
Conceptual definition of terms
Corporate Image
This
is the net result of the interaction
of all the experience, beliefs, feelings, knowledge and impressions that people
have about an organization.
Communication
Communication
is the channels and visuals aid against enemy or unfriendly interception for
intelligence purpose. It is a medium through which relationship are
established, extended and maintained.
It
is also defined as a two way process of reaching mutual understanding in which
participant not only exchange (encode-decode) information, news and feelings
but also create and share meanings.
Management
Management
is the process of designing and maintaining an environment in which individual
working together in groups accomplishes selected aims through planning, organizing,
staffing and controlling.
It is a process whereby work is performed
through organizational personnel in an even changing organizational
environment.
Public
This
is a particular section of the community.
Corporate
(Meaninguniformity)
unified into one body.
Image
This
is a mental picture, ideal of concept of somebody or something. It is an
impression people have about organization, nation, entity, individual etc.
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