Do specialized MBA programs cultivate alumni relationships and donations?

Jennifer Wiggins Johnson, Veronica Thomas and Joann Peck

Journal of Marketing for Higher Education, 2010, vol. 20, issue 1, 119-134

Abstract: A recent trend among universities shifts from traditional MBA programs to specialized MBA offerings. Specialized programs are believed to cultivate stronger relationships with students, which lead to stronger alumni relationships and increased donations. This research tests this empirically by examining relationship perceptions and donation behavior among alumni of both traditional and specialized MBA programs from a university. The findings suggest that graduates of specialized programs are more likely to perceive relationships with their MBA programs than their traditional program counterparts. These graduates are also more likely to donate to their universities and to direct their donations toward their specialized MBA programs.

Date: 2010
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DOI: 10.1080/08841241003788144

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