2.2 Implementing Alumni Relations in the Marketing Strategies of the Higher Education Institutions
The term „alumnus“ (fem. is alumna, plural alumni, fem. plural alumnae) means: 1. one that has attended or has graduated from a particular school, college, or university (usually used of a man in the singular but often of men and women in the plural). 2. one that is a former member (as of an organization), employee (as in an office), contributor (as to a magazine), or inmate (as in a penitentiary) (Encyclopaedia Britannica, 2015). The word comes from Latin, it means "pupil", literally "the nurtured" (origin: alere: nurture). Originally students of a so-called "alumnat", a boarding school, were called alumnae/alumni. First known use in 1640s
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The continues communication with alumni might also solve the uncertainty of graduates after leaving the school – the are not sure if their choice of the higher education institution was the right one because the effects – positive or negative – might appear long after the graduation - after the “purchase” of the service. The student could experience dissonance from noticing certain disquieting features or hearing favorable things about other institutions and will be alert to information that supports his or her decision. Marketing communications should supply beliefs and evaluations that reinforce the student’s choice and help him or her feel good about the “brand”. The marketer’s job therefore doesn’t end with the purchase of the service. Marketers must monitor postpurchase satisfaction, postpurchase actions (Kotler – Keller, …show more content…
And in order to know the customer, the company must collect information and store it in a database from which to conduct database marketing. A customer database is “an organized collection of comprehensive information about individual customers or prospects that is current, accessible, and actionable for lead generation, sale of a product or service, or maintenance of customer relationships. Database marketing is the process of building, maintaining, and using customer databases and other databases (products, suppliers, resellers) to contact, transact, and build customer relationships” (Kotler – Keller, 143). The institution has to notice at the same time that not all customers want a relationship with the organization. When it works, a data warehouse yields more than it costs, but the data must be in good condition, and the discovered relationships must be valid and acceptable to consumers (Kotler – Keller, p.
College is marketed towards students as an essential part of building a successful future. The United States “sells college” to those who are willing to buy into the business (Lee 671). With the massive amounts of student debts acquired every year, and the rising costs of
Upon arriving to college, many students face the challenge of finding a community to belong to. I believe the student affairs professionals on campus are the resource to building communities within the student body. Reflecting back on my first semester of college, I found my community within two organizations; Dance Marathon and UI Alumni Association Students Today, Alumni Tomorrow (S.T.A.T.). Within the organizations I met two advisers who opened my eyes to the world of student affairs.
RBC Financial Group uses a customer relationship management (CRM) strategy that provides a variety of services for a variety of clients. The strategy allows for individual customers to trust RBC and develop a personal relationship with each and every client. One major factor that allows CRM to operate effectively is the use of technologies and analytics to help classify each client’s financial situation. These customer profitability-based techniques allowed RBC to categorize their clients into A, B, and C groups so that the sales teams could optimize their efforts in catering to these different clients. This strategy holds the following strengths: optimizing sales efforts to different customers, easily accessible electronic sales leads, centralized and standardized financial decisions, and building personalized and sustainable customer relationships. There are a few weaknesses to the system though including the complexity in predicting future positions of companies despite the use of analytics as well as the complexity in creating consistency when using these
At the start of this module, I had no idea what to expect. When I heard the term “Marketing”, only one thing came to my mind: presentations. When I used to be in school, I remembered vaguely that my presentation skills weren’t exactly even close to Suze Orman, who is considered to be America’s most motivational speaker. In fact, they were so bad, I wasn’t sure of doing this course in the beginning. But then it wasn’t like I had a choice. I had opted for BA Hons. Business Management and the course came along with a module named Marketing.
During the first part of the article the author writes that colleges use techniques to sell themselves to students just like any other product on the market. They advertise what they have to offer and tell students what they want to hear. Students choose a school because of recreational facilities, social reputation, or by what they have heard about the academic expectations. Students do not have the money to go to college in the first place, then they end up being unhappy when they get there. A feeling of sadness exists in colleges around the country. Students do not feel of sense o...
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
Colleges and Universities play a major role in developing the behavioral patterns of young adults. In addition to developing young minds, colleges help to cultivate character, responsibility, and social acceptable behavior. Students who attend Carlford have expressed their dissent with the current environment of the university. Because of these underling issues, Carlford’s retention rates amongst minorities have suffered. If Kirsten is unable to handle the situation, there will be a trickledown effect to all areas of the university. Being a new professional in the field of Higher Education can be challenge. There are times where an incident directly affects your position and there are other times where there issues that affect the entire institution. Because the issue directly pertains to Greek Life, the Coordinator of Fraternities and Sororities has the responsibility of identifying the concerns and implementing initiatives that will allow the college to be proactive in future situations of this nature.
During my last year in high school, I developed a desire to learn and understand the business in order to help my parents in the future. As a result, I chose to study Marketing at Thammasat Business School. In my third year of studies, I joined the 27th Marketing Trainee Programme hosted by the Marketing Association of Thailand, where I have experienced first-hand training from professional marketers and took part in marketing stra...
Marketing is very important to the success of a business. Before people can buy a product or service they have to know about it. However, marketing entails more than just letting people know what your company has to offer. Throughout this paper, I will define marketing, offering my personal definition as well as more formal definitions from other sources. Furthermore, I will explain to the reader the importance of marketing to organizational success giving real world examples in support of this explanation. The field of marketing can include many things. I believe, however, the most important thing which it should include is communication with customers as to the value and benefits of using that particular company's products and services. It should help to establish the business's niche in the industry and distinguish it from other such businesses.
Today, Colleges and Universities are turning into the five-star companies. Think if these institutions of higher learning get their big factors in world to promote the knowledge they can give. Using their institution name and history as the brand that you want next to your name. Then reality hits you with the bill of service the institution has change you. So, the nature of institutions are turning into corporate: by producing leaders and workers and advertising production numbers to increase student admissions.
By communicating a new value proposition, brand management aims to change the brand’s former brand percep-tion and link the new brand image to the new position. Of course, also within re-positioning, new attributes have to demonstrate points of difference and superi-ority. By emphasizing the brand’s uniqueness, management enables the cus-tomer to perceive higher brand value in their mind (cf. Friis 2009, p. 19). If the brand elements are not relevant for the target audience or the brand proposition was not chosen correctly, brand identity will not be perceived as credible and communication will fail. Therefore, companies have to analyse their target groups accurately before choosing new attributes, which they want to communicate. Management has to find out what are the target audience’s needs, wants and desires and what do they believe in. The organizations values should in best case overlap with the values of the audience. New brand attributes have to follow specific communication objectives, which are focussed on changing the custom-ers’ perception (cf. Feddersen 2013, p.
These databases allowed companies to better understand what customers were buying regularly, what they spent and what they did. (Ruchi, 2014) The earliest definition of this was "Database Marketing is an interactive approach to marketing, which uses the individually addressable marketing media and channels (such as mail, telephone and the sales force): to extend help to a company 's target audience; to stimulate their demand; and to stay close to them by recording and keeping an electronic database memory of the customer, prospect and all commercial contacts, to help improve all future contacts and to ensure more realistic of all marketing."
In today’s business world it’s a dog eat dog race to the finish; everyone is highly motivated and constantly looking for the next best thing to out do the competitor with. However, many company’s and corporations fail to recognize the true value in their customers or end users. For, if a company would just take a look and the potential in profit and growth that lies right beneath their noses, they would be that much more ahead of the game. All companies should invest more time and effort into their customer relationship base, for the already existent customers are the key to a successful business. A company that advocates strong customer relationship management is the company that will take an advantage over the competition. The idea behind customer relationship management is the idea that the better you know what your customer wants and needs, the better you can satisfy the demand. Basically it is the simple concept of supply and demand, just taken to a different level.
Choosing a career in marketing can lead a person in many different directions within the defined roles of marketing. Composed of many facets and activities marketing careers offer a variety of avenues for the career minded to explore while offering growth and opportunities for advancement. A common denominator for many who choose a career in this field is the sense of ownership, or entrepreneurial spirit with regards to the products or services that they are working to market. Marketing requires that an understanding of customers’ needs and desires be acquired and then translated into both product development as well as communications as part of the marketing strategy. This paper will explore what is entailed in a career in marketing, as well as what the future holds for the profession. Because marketing professionals are needed by every company and in every industry, the career potential and chances for finding ones niche within the career field are virtually unlimited.
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...