Title: The Effectiveness Of Media Partnerships In Enhancing Students' Enrollment In Metropolitan International University (MIU)
Authors: Ahumuza Audrey, Kobusingye Prudence
Volume: 9
Issue: 2
Pages: 23-29
Publication Date: 2025/02/28
Abstract:
This study aimed at investigating the effectiveness of media partnerships in enhancing student enrollment at Metropolitan International University (MIU). A cross-sectional research design was employed to capture the current state of organizational partnerships and their influence on recruitment. The study focused on key stakeholders directly involved in or affected by MIU's partnerships and recruitment strategies. A sample of 117 respondents was selected using the Slovene formula, which included 100 students, 26 administrators, and 40 lecturers, from a total population of 166. The Pearson correlation coefficient revealed a moderate positive relationship (r = 0.475) between media partnerships and student enrollment, which was statistically significant at the 0.05 level (p = 0.030). This result suggests that as media partnerships increase, student enrollment tends to rise as well, although other factors likely contribute to the enrollment decisions. The study established that media partnerships helped raise awareness of the university's strengths, enhancing its visibility and attracting prospective students. Despite the positive influence of media partnerships, a significant gap in research on how these partnerships specifically affect student enrollment at newer institutions like MIU was identified. It was recommended that MIU strengthen its relationships with local media outlets such as Bukedde TV and Country Radio to improve visibility and appeal to potential students. Regular media coverage of university events, student success stories, and academic achievements could significantly improve MIU's image and reputation.