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Strategic Marketing in Higher Education from Alumni Perspective

Petr Svoboda () and Monika Harantova ()
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Petr Svoboda: Faculty of Management, University of Economics, Prague
Monika Harantova: Faculty of Management, University of Economics, Prague

No 2704957, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: Higher education institutions involve in marketing efforts to build up a good image and improve the level of satisfaction of all stakeholders. Building of good relationships between higher education institutions and their students is essential for their long-term success. After all, only satisfied students and alumni can bring the best promotion of the university via word of mouth marketing and other ways. Higher education institutions should identify and meet expectations of students to attract more prospective students and to retain the present ones. This study aims at the quality of higher education institutions and its evaluation from the alumni perspective. The paper also suggests methods for evaluating alumni satisfaction, loyalty and other factors. Using this methodology, higher education institutions can obtain responses to questions of how they should represent themselves to the public in the future and how they should build their image and strong brand.

Keywords: Alumni; Higher education; Image; Loyalty; Marketing; Quality; Satisfaction (search for similar items in EconPapers)
JEL-codes: A00 M31 (search for similar items in EconPapers)
Pages: 11 pages
Date: 2015-09
New Economics Papers: this item is included in nep-edu and nep-mkt
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Published in Proceedings of the Proceedings of the 18th International Academic Conference, London, Sep 2015, pages 669-679

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https://iises.net/proceedings/18th-international-a ... =27&iid=120&rid=4957 First version, 2015

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