mdh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Strengthening the Relationship Between Universities and their Graduates: A Case Study and Project on a Swedish University’s Relationship-Building with the Alumni Network
Mälardalen University, School of Business, Society and Engineering.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Date:                                   2018-06-04

Level:                                 Master Thesis in Business Administration (EFO704),

15 ECTS

Institution:                         School of Business, Society and Engineering –

Mälardalen University

Authors:                             Franklin, Oliver (940104)

Johansson, Henric (950614)

Title:                                   Strengthening the Relationship Between Universities

and the Graduates: A Case Study and Project on a Swedish University’s Relationship-Building with the Alumni Network

Supervisor:                       Dr. Andersson, Ulf

Co-Assessor:                    Lampou, Konstantin

 

Research Questions:                         What are the reasons for alumni increasing personal engagement

in university alumni associations?

What are the opportunities and challenges for universities when

attempting to increase engagement and create closer relationships with the alumni?

 

Purpose:                            The purpose of this study is to investigate how universities can

strengthen and revitalise their contact with the alumni network to create feeling of belonging, enhanced sense of engagement for the alumni and to build long-lasting relationships between the university and the alumni.

 

Method:                              Using a quantitative method, an online questionnaire was

conducted with Mälardalen University's graduates as respondents.

The questions and statements in the questionnaire were connected to Heckman and Guskey’s (1998) model of alumni discretionary collaborative behaviour, created to gain an understanding of underlying reasons alumni had for engaging further in the alumni network.

 

Conclusion:                       From conducting this study, suggestions that might increase

alumni engagement was to outline and gather a data-set, while confirming that the communication is received correctly to the specific graduates and alumni that has graduated from specific educational programmes.

Feedback from the graduates showed that there was a demand for alumni activities in different geographical destinations for international graduates and not require a personal or security number to sign up as alumni, which restricted international students to be part of the alumni network. There was also a demand for more personal communication and invitations to alumni activities such as annual alumni reunion events, and more opportunities to create meaningful long-distance engagement for international alumni.

Place, publisher, year, edition, pages
2018. , p. 74
Keywords [en]
alumni engagement, alumni discretionary collaborative behaviour, engagement in higher education, university marketing
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-39494OAI: oai:DiVA.org:mdh-39494DiVA, id: diva2:1213001
Subject / course
Business Administration
Presentation
2018-06-04, 11:52 (English)
Supervisors
Examiners
Available from: 2018-06-11 Created: 2018-06-04 Last updated: 2018-06-11Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
School of Business, Society and Engineering
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 14 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf