Table of Contents
Introduction .............................................................................................. 1
Activity 1 – Corporate identity and corporate identity management ........ 2
Activity 2 – New mission and vision statements ...................................... 4
Activity 3 – Corporate identity management as a “get-up-and-go” .......... 5
Activity 4 – Key components of corporate strategy .................................. 6
Activity 5 – Corporate strategy for the chosen organisation ..................... 7
Conclusion ................................................................................................ 9
Self-assessment and self-reflection .......................................................... 9
Sources consulted .................................................................................... 10
1
, 1. Introduction
The higher education sector is becoming more competitive. Leifsson (2012) explains
that strong competition for students can cause institutions with low student numbers to
close. Therefore, having a clear corporate identity and managing it effectively are
important for the success of higher education institutions.
Unisa is a large open-distance e-learning institution that serves students across South
Africa and beyond. Because there are many higher education institutions competing for
students, Unisa needs to stand out while also staying true to its public role and
purpose. Its corporate identity helps communicate what the university represents and
what it offers to students.
My ideas discussed are based on the theoretical concepts covered in the DPR2613
study material, particularly Lesson 01 and Lesson 02. These concepts are applied to
practical examples, with a student-recruitment campaign used to explain Unisa’s
mission, vision and corporate strategy
2
Introduction .............................................................................................. 1
Activity 1 – Corporate identity and corporate identity management ........ 2
Activity 2 – New mission and vision statements ...................................... 4
Activity 3 – Corporate identity management as a “get-up-and-go” .......... 5
Activity 4 – Key components of corporate strategy .................................. 6
Activity 5 – Corporate strategy for the chosen organisation ..................... 7
Conclusion ................................................................................................ 9
Self-assessment and self-reflection .......................................................... 9
Sources consulted .................................................................................... 10
1
, 1. Introduction
The higher education sector is becoming more competitive. Leifsson (2012) explains
that strong competition for students can cause institutions with low student numbers to
close. Therefore, having a clear corporate identity and managing it effectively are
important for the success of higher education institutions.
Unisa is a large open-distance e-learning institution that serves students across South
Africa and beyond. Because there are many higher education institutions competing for
students, Unisa needs to stand out while also staying true to its public role and
purpose. Its corporate identity helps communicate what the university represents and
what it offers to students.
My ideas discussed are based on the theoretical concepts covered in the DPR2613
study material, particularly Lesson 01 and Lesson 02. These concepts are applied to
practical examples, with a student-recruitment campaign used to explain Unisa’s
mission, vision and corporate strategy
2
