Designing an alumni strategy in a complex organisation: A multilevel approach

Marie-Aline Kruydt
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Marie-Aline Kruydt: Alumni Policy Adviser, Department of Communication and Marketing, Team Marketing, Ghent University, Belgium

Journal of Education Advancement & Marketing, 2023, vol. 7, issue 4, 322-335

Abstract: Ghent University is one of the largest Belgian universities with a vibrant alumni community. Connecting with that alumni community can be a challenge and is a task in many ways impacted by the balanced centralised/decentralised structure of the university. In this paper, we highlight the different agents, spread throughout the entire university, who jointly create a meaningful alumni policy and develop a strong connection with our alumni. We also touch upon structures and tools for internal collaboration and briefly discuss the results of the renewed alumni policy that was launched two years ago.

Keywords: alumni strategy; structure alumni programme; internal collaboration; identifying goals (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2023:v:7:i:4:p:322-335

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