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In search of alumni relationship approach: Ideal and realities in the University of Gävle and Stockholm University
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Sustainable development
The essay/thesis is partially on sustainable development according to the University's criteria
Abstract [en]

Aim: To investigate how the University of Gävle conducts relationship with graduate students and retains graduate students and creates loyalty. This study explores the importance of relationship marketing theories that intends to be applied in higher education through alumni programs and services. University of Gävle and Stockholm University will be compared in benchmarking to determine in what ways the alumni offices create relationships to retain and create loyalty to alumni students. 

Method: A qualitative research was conducted on the University of Gävle and Stockholm University in Sweden for this study, which included interviews with the relation officers on this subject.

Result & Conclusions: It was evident that the University of Gävle alumni actually exist as titles, and there is no certain relationship strategy, however, only they are NOT actively operational. The study identified that the University of Gävle was not using a certain strategy to create lasting relationship, loyalty and increase prospective students. The study revealed the importance of relationship marketing strategy to effectively administrate the progress in establishing relationship with the alumni, to increase the prospective international students, to keep a regular track and communications with alumni.

Suggestions for future research: This study focused on two universities, further research could be conducted to examine the relationship marketing with alumni students and investigate students’ relationship with university in other countries and institutions.

Place, publisher, year, edition, pages
2015. , 88 p.
Keyword [en]
Alumni, Relationship Marketing, Loyalty, Services, Surprises, Branding, Benchmark, social Media and Promotions
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hig:diva-20349OAI: oai:DiVA.org:hig-20349DiVA: diva2:857452
Subject / course
Business administration
Educational program
Business administration – master’s programme (one year)
Presentation
2014-08-26, Gävle, 08:00 (English)
Supervisors
Examiners
Available from: 2015-10-29 Created: 2015-09-29 Last updated: 2016-01-08Bibliographically approved

Open Access in DiVA

fulltext(1064 kB)97 downloads
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cf9e6084c184f8dfd73cefa1ed6da8a978c4b6095ca5e310eba39c5c385ca0f154c3761980fdeb459cf2fec9c2a2d04c301d2481346825dee2d1f3ca1cf9a7c0
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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