The Strategic Role of Event Management in Integrating Institutional Identity and Educational Branding: The Case of UII Dalwa Graduation Ceremony

Abstract

This study investigates the strategic role of Strategic Event Management in integrating an institution's Institutional Identity with its Educational Branding efforts. Addressing the research gap regarding the strategic function of mandatory academic rituals, this study analyses UII Dalwa's annual graduation ceremony as a crucial communication platform. Using a qualitative research design (in-depth interviews and document analysis), the findings indicate that the graduation ceremony was intentionally designed as a high-impact branding medium. Key elements including unique religious and cultural rituals, a specific colour palette, and symbolic narrative discourse were strategically used to translate core values ​​(international vision and deep Islamic traditionalism) into tangible and intangible stakeholder experiences. The study concludes that strategic event management successfully transformed this mandatory institutional function into a powerful marketing asset, significantly enhancing external reputation and strengthening internal identity alignment. Theoretically, this study contributes to the Strategic Event Asset (SEA) Model, which conceptualises institutional events as high-value communication platforms. This model combines principles of Experiential Marketing Theory and Brand Coherence Theory to broaden understanding of how experiential, narrative, and visual dimensions interact to generate institutional reputation, providing an empirical bridge for integrating trust-based institutional identity into brand strategy. Managerially, the study emphasises the need for deliberate design thinking and interdepartmental collaboration in event planning to ensure message consistency. The study highlights that investments in symbolic and experiential elements yield significant reputational returns, positioning these ceremonies as strategic investments rather than routine obligations a perspective particularly relevant for culturally diverse, international universities.