What Are the Potential Drivers to Improve Alumni Engagement?: case Häme University of Applied Sciences Ltd. International Business Programme

The purpose of this thesis is to investigate potential drivers of alumni engagement for the International Business Degree Programme at Häme University of Applied Sciences. The author focuses on student involvement, branding, and social networking in an attempt to gain insights on how to the university can build and sustain positive relationships with alumni by examining the drivers to improve engagement. The European mentality may overlook the value that alumni can provide to a university through non-monetary contributions, which are frequently critical to launching and growing an active and extensive alumni network. Cultivating a relationship with alumni is essential for the strategic growth and development of higher education programs. Alumni engagement is critical to an institution's advancement and success, particularly in promoting the university's brand through social networking. Moreover, student involvement can help the university to establish a connection with students that will grow into a long-term relationship with their alma mater. The methodology adopted in this research is qualitative, the primary data is collected through a semi-structured interview with Häme University of Applied Sciences’ marketing representative, as well as a focus group interview with six participants, including three alumni and three third-year students. In addition, secondary data is represented in the theories, strategies, and patterns that can be identified through previous research. The findings of this thesis demonstrate that International Business alumni and current students are eager to be contacted and willing to participate in events that match their interest and needs. However, that is not met with the actions that the university is taking currently. HAMK IB needs to start viewing alumni as an asset that can be leveraged