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