| Abstract: |
Student enrolment is critical to the survival of a university. Nigerian universities are faced with low student enrolment. This study examined the prediction of corporate identity (communication, culture, strategy, and industry identity) on student enrolment. The study adopted cross sectional design. The population comprised 18 public relations officers and 313,391 undergraduates from 18 universities. In-depth interviews and questionnaire guide were used for the qualitative and quantitative phases respectively. Results showed that corporate identity and image significantly predicted student enrolment. The study recommended that Nigerian universities should emphasize on strategic formulation and projection of a distinct corporate identity as academic centres of excellence to attract students and increase their enrolment figures. |
