Abstract
Relevant stakeholders to academic
institutions are essential to the institutions’ operations
and activities, and potentially receive both positive and negative impact from
their institutional activities. As a result, expectation of
different groups of stakeholders should be monitored and well managed. The key points consist ofthe following: determining stakeholders,
compilations and analysis of expectations, responding to expectations,
monitoring and evaluation. Importantly, the administrators
of academic institutions should support the relevant stakeholders'
participation. Key factors which administrators needto
adhere closely are as follows: First, setting a clear
vision and mission that reflects the philosophy and policy of the institution
through ways of behavioral observations, symbols and communications. Second, institutional identity must be clearly defined and obviously
established. Third, integrated marketing communications by
means of internal and external communications should be imposed and acted upon. Fourth, positively
creating the image and reputation of the academic institution through
stakeholders’ engagement, and finally, producing future stakeholders
by way of mounting and finding prospects, which could be gained from carrying
out effective communication channels between the institution and stakeholders,
building positive images and perceptions on identity and reputation of the
institution.
Keywords:Institutional Image Building, Stakeholders, Academic Institution