Proceedings of the 18th International Academic Conference, London

STRATEGIC MARKETING IN HIGHER EDUCATION FROM ALUMNI PERSPECTIVE

PETR SVOBODA, MONIKA HARANTOVA

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

DOI: 10.20472/IAC.2015.018.120

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