Degree satisfaction and likelihood of giving: A survey of professional school millennial alumni

Margaret Gaylord and Tom Kelleher

Journal of Education Advancement & Marketing, 2019, vol. 3, issue 4, 389-400

Abstract: An online survey of millennials who graduated from a large southeastern US university’s college of journalism and communication between 2004 and 2016 (N = 664) was conducted to study how experiences that alumni remember from their student years, including engagement with faculty outside of class, extracurricular activities and career support relate to alumni degree satisfaction and likelihood of giving back to the programme. Degree utility, faculty engagement and career support all significantly related to degree satisfaction and likelihood of giving. Additional analyses suggest models for a relationship marketing approach in future research and practice. Recommendations include managing programmes in a way that enhances student experiences in identified areas such as faculty engagement and career services, developing message appeals to alumni that remind them of professionally relevant and satisfying experiences that they had when they were in school and testing/refining those messages to ensure they reinforce a healthy cycle of programme development.

Keywords: degree utility; faculty engagement; degree satisfaction; relationship marketing; alumni giving (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2019:v:3:i:4:p:389-400

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