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Alumni relationship marketing : a case study at Saxion IBMS

Dam, Jasper ten (2016) Alumni relationship marketing : a case study at Saxion IBMS.

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Abstract:Educational institutions all over the world are more and more focusing on improving relationships with customers and stakeholders. An important group for Higher Educational Institutions (HEI) are their alumni. These alumni can help the educational institutions to improve their processes. In the United States there are already universities that benefit from their alumni by philanthropic giving, bettering known as alumni giving. That is maybe too ambitious for Dutch HEI at this moment, but no one knows what the future can bring. This research focuses on a case study at Saxion IBMS, where it explores the relationship between the alumni and the alma mater. This research consists of a survey with 119 respondents, all alumni of the IBMS course of Saxion, in order to find the strength of the relationship between them and their alma mater and to look at possible alumni engagement. This paper makes use of the alumni relationship model of Kelleher (2011). A few modifications have been done to make it applicable to the case study. It results into a few insights into the dyadic relationship and the motivation of alumni on participating in alumni activities.
Item Type:Essay (Bachelor)
Saxion, Deventer, the Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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