University reputation management

Managing the reputation of a university is extremely important for universities seeking both local and global recognition. It often translates to a high calibre of students, faculty, and administrators. Local and international partners and donor organisations alike seek to associate with institutions of high repute. In some ways, it may be viewed as the glue that holds a leading university together. Given that universities cater for a wide variety of stakeholders and audiences, having a strong reputation can be an effective marketing tool as it contributes to gaining legitimacy, building trust, successfully soliciting for resources and support, and growing in quality and relevance. This chapter discusses university reputation management by addressing issues such as how reputation influences marketing, managing, and sustaining university reputation, challenges in sustaining university reputation, dealing with reputation crisis, and managing reputation in a public or private university, with focus on Kenyan universities landscape.