The Transforming University Communication in a Digital Era Webinar Series is currently accepting registrations.

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The Transforming University Communication in a Digital Era Webinar Series is currently accepting registrations.

Webinar Description: 

This webinar series seeks to review strategies universities and students can adopt to connect to the community and nation.

At the end of the webinar, institutions will be able to :

  1. Use or establish its information infrastructure to interpret and communicate research knowledge for the practical benefit of the community, especially in promoting technologies that will improve rural and urban people’s socio-economic development.
  2. Develop or adopt courses on the eLearnAfrica platform that will give students entrepreneurial skills in the job market or create their own jobs.

The webinar series will be interactive, allowing universities that have adopted either or both above objectives to share their experience with others.

Course holder: Dr. Stanford G. Mukasa, a retired Professor of journalism who has taught over 20 courses in journalism, media studies, popular culture, and pan African studies for 30 years at Bethany College and Indiana University of Pennsylvania. He is a specialist in online curriculum design and delivery. He designed and delivered distance education instruction to institutions, universities, and students in Somalia, The Gambia, Kenya, and many others under the World Bank LICUS and UNDP grants. He also helped capacity building efforts in mass media journalism in several Universities in Somalia.

Course and registration details

Time: 10 a.m. – 12:30 p.m. EST / 12:00 p.m. – 3:30 p.m. SAST / 2:00 p.m. – 5:30 p.m. GMT

Duration: 2 Weeks(Monday to Friday each week): new cohort begins the first week of each month.

Tuition fee: $ 80 

Register here.

You can also make payment directly here so as to be granted access to the course webinar details and materials.

NB: Certificates will be awarded at the end of the course webinar.


Background Of Course: Universities have traditionally and historically been designed and viewed as elitist institutions of learning separated from the community. They have always existed as centres of learning with a separate existence from the communities they are supposed to serve.

In post-colonial Africa, universities have been called upon to be part of the communities they serve. This means transferring knowledge and skills to the human socio-economic development efforts in the community. The webinar series is divided into two main topics that revolve around the theme: Re-imagining the transformative role of communication in the African university 

Part 1: Connecting the university to the community through public relations. Universities must share research and other  information with members of the community instead of stockpiling such information on their library shelves. The big questions for the universities include: What information infrastructure exists at the university to facilitate sharing of knowledge and information with the community? Are you doing any research that will benefit the public? If yes, how do you plan to share the results with the community as well as help in the practical applications of that research? Here, below, is one technology, the Hippo water roller for carrying water. Another is rural solar power for cooking, lighting, etc. The fact of the matter is, there are lots of technological innovations that are transforming lives. But not everyone who could benefit knows anything about some of them.


Part 2. Enhancing students’ entrepreneurial capacities in communication education.

Universities are being enjoined to produce graduates with entrepreneurial skills so that when they graduate there are ready jobs for them, or they can create jobs for themselves. For example, graduates with public relations skills can form their own consultancy and help companies to improve their image or deal with crises they may encounter. Graduates can also offer to help design and write publicity material for companies or organizations. Online courses on eLearnAfrica, which give the graduates the entrepreneurial skills they need will be the focus of the two-week webinar


Webinar Agenda

Week 1: Part 1 – Connecting the university to the community through Public Relations (PR)
Date: 6th to 10th February 2023. Topic
Monday Public Relations for the university’s community outreach
Week 1: Part 2 – Connecting students to the community
Tuesday University, SDGs and development communication
Wednesday Public Relations and Advertising
Thursday Part 1: Communication research
Friday Part 2: Communication research
Week 2: Part 2 (continued) Connecting students to the community
Date: 13th to 17th February 2023. Topic
Monday Business reporting
Tuesday Science writing
Wednesday Public affairs reporting
Thursday Part 1: Writing for the electronic media
Friday Part 1: Writing for the electronic media

Please note that this is a recurring certificate course with new cohorts beginning the first week of each month.

Browse other certificate courses on the AAU-eLearnAfrica Learning Management System here.

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