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

Author

Listed:
  • Kruydt, Marie-Aline

    (Alumni Policy Adviser, Department of Communication and Marketing, Team Marketing, Ghent University, Belgium)

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.

Suggested Citation

  • Kruydt, Marie-Aline, 2023. "Designing an alumni strategy in a complex organisation: A multilevel approach," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 7(4), pages 322-335, August.
    • Handle: RePEc:aza:jeam00:y:2023:v:7:i:4:p:322-335
    as

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    More about this item

    Keywords

    alumni strategy; structure alumni programme; internal collaboration; identifying goals;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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