Project Management in Higher Education Marketing: A Study on Leveraging Mentorship Programs to Enhance Brand Visibility and Student Recruitment at United African University of Tanzania

Abstract

This study explores the significance of higher education institutions (HEIs) and mentoring programs in the context of branding, student recruitment, and overall educational development. HEIs play a crucial role in providing post-secondary education and are increasingly focusing on differentiation and marketing strategies due to shifts in funding models. Mentoring, defined as a sustained relationship aimed at enhancing personal and professional development, is a central aspect of student support within HEIs. The mentorship program at the United African University of Tanzania (UAUT) holds the potential to elevate the institution's brand visibility, foster student success, and contribute to national development. Through mentorship, students receive guidance, support, and opportunities for growth, thereby shaping them into future leaders and professionals. The study also discusses the integration of project management principles in higher education marketing and emphasizes the importance of branding and marketing strategies in today's globalized higher education.