Since Prof Deresh Ramjugernath, Rector and Vice-Chancellor at Stellenbosch University (SU), stepped into the role on 1 April, SU has been presenting him as approachable, transparent and hands-on, while being specifically marketing his image towards Generation Z, from a day in the life vlog to Instagram posts.
SU incorporated social media in marketing the Rector in a relatable way through an AI-generated action figure of the Rector posted on 14 April captioned, “The trend made us do it.” The image shows Ramjugernath beaming with a laptop in his hand and a backpack slung casually over one shoulder inside toy packaging labelled “Action Figure Vice-Chancellor”. It shows a cool Rector joining in on the trends – someone on the students’ side, not someone out of touch and out of reach.
In a press release from SU Corporate Communication and Marketing, Ramjugernath states that, while SU has strengthened in research-intensity, “we cannot be complacent. We must now move from good to great.” Making SU the top university in Africa is one of Ramjugernath’s main goals, but he acknowledges that this should not be the university’s sole focus, and that SU should be “continually striving to improve [its] teaching, research, innovation and social impact.” While he makes his goals for “broadening [SU’s] internationalisation agenda” clear, he also believes that SU should be “even more student-centered”, so that it becomes a place where “every student, regardless of their socio-economic background, has the resources […] to thrive.” Thus, both his image and his values portray him as an “action figure”.
In a YouTube video posted by SU on 1 April, the Rector relates to youth still finding themselves, saying that “back then [he] never imagined himself as an academic. […] It was through the encouragement of teachers, mentors and later, [his] supervisors, that [he] discovered the transformative power of education.” He adds that “every student should feel they belong [and] have the support they need to excel academically […].”
Thus, academic excellence and social impact are two clear elements in Ramjugernath’s personal branding. “I think he’s off to a good start and I’m hopeful that he’ll be […] in touch with what students do [and need],” says Ruben Mouton, a third-year B (Accounting) student.
Ramjugernath’s marketing shows his position still in its honeymoon phase. Whether he will stay on brand or not, only time – and his actions – will tell.
By Emma Olivier
