The College of Arts, Wigwe University, held its maiden colloquium on January 14, 2026, gathering academic and industry experts to discuss the role of Integrated Marketing Communication (IMC) in university management and branding.

Delivering a paper titled ‘Integrated Marketing Communication as Oxygen for Branding & Effective University Management System’, President, Academy of Management Nigeria and Team Lead at Brands Academy Nigeria, Professor Samaila Mande, delivered a compelling keynote on IMC as a strategic tool for effective university governance.

Professor Mande posited Integrated Marketing Communication as the “oxygen” that sustains institutional credibility, visibility, and coherence in today’s competitive global higher education landscape. He emphasized that universities function not merely as learning centres but as corporate brands whose reputations depend on leadership quality, governance structures, and communication consistency.

“University branding is not limited to logos or slogans,” Professor Mande explained. “It is a reflection of governance integrity, leadership competence, academic culture, and societal impact.”

The keynote speaker drew a strong connection between transparent governance and reputation management, arguing that strategic communication enhances public trust and institutional legitimacy. He stressed that governance decisions achieve full value only when clearly communicated and understood by stakeholders.

Dean of the College of Arts, Professor Ate Andrew, described the colloquium as “a defining moment” and the beginning of sustained academic-industry interactions designed to deepen students’ learning experiences.

“This colloquium reflects our vision to nurture graduates who excel creatively while understanding the strategic frameworks that sustain institutions, brands, and public trust,” Professor Ate Andrew said, announcing that such engagements would become regular features of the College’s academic calendar.

The maiden College of Arts colloquium marks a significant milestone in Wigwe University’s journey toward producing well-rounded and industry-ready graduates while strengthening institutional brand equity through principled governance and strategic communication.