Reputation management: Branding a higher education graduate program to increase visibility

Author

• Vanderbilt Artaxerxes Brabson IV, CUNY Bernard M Baruch CollegeFollow

Date of Award

Fall 12-17-2024

Document Type

Thesis

Degree Name

Master of Arts (MA)

Program of Study

Communication - Corporate Communication

Language

English

First Advisor

Caryn Medved

Second Advisor

Gino Perrotte

Abstract

This capstone project provides a comprehensive training tool for non-communication professionals working within higher education programs. Its primary objectives are to provide users (1) a summary of valuable research on higher education reputation management, branding, and strategic communication, as well as (2) an online toolkit for non-communication professionals to enhance the visibility and impact of their educational initiatives. By providing practical, actionable deliverables, these resources can enable higher education professionals to effectively navigate the complexities of strategic communication management. The toolkit is particularly valuable as it offers evidence-based strategies and methodologies that can be directly applied to improve the communication efforts of higher education programs. It empowers professionals to raise the visibility of their programs and foster more substantial engagement with critical stakeholders, such as students, faculty, and external partners. In this way, these resources support a more deliberate, informed, and structured approach to communication management, equipping professionals with the knowledge, tools, and insights needed to align their communication strategies with institutional goals. Through this strategic approach, higher education professionals can ensure that their programs are more prominently recognized within the academic community and beyond, thus positioning them for sustained success and growth in an increasingly competitive landscape.

Comments

Toolkit website: https://blogs.baruch.cuny.edu/vbrabson/

Recommended Citation

Brabson, Vanderbilt Artaxerxes IV, "Reputation management: Branding a higher education graduate program to increase visibility" (2024). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/216