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Building a chain of success in marketing higher education: the alumni connection

机译：建立高等教育营销成功链：校友联系

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Purpose - Alumni provide a valuable marketing conduit for educational institutions to not only share program highlights but to illustrate the competencies learned that are positively impacting organizations. Alumni who are interested in giving back need a vehicle through which they can remain connected to their alma maters. Institutions can benefit greatly from building such bridges. The paper aims to discuss these issues. Design/methodology/approach - Capella University has created a virtual chapter affiliated with the International Society for Performance Improvement where alumni, learners, and faculty can network in meaningful ways to address the interests and needs of all parties. Five key considerations and 12 purposeful activities that have proven to be critical to the success of the collaborative, virtual chapter site are presented. Findings - Providing a virtual site where collaborative partners can work on meaningful projects that address mutual needs has proven to be beneficial to all parties involved. The university has clearly benefited from the authentic advertising that alumni provide. Alumni have benefitted from opportunities to work with the university in meaningful ways that enhance their vitaes. Learners are motivated to persist in their academic programs. And faculty are inspired to witness the impact of their work via the alumni. The virtual chapter site has been a valuable resource that facilitates a positive return for all involved. Originality/value - Virtual chapters that connect alumni, learners, and faculty fili a critical need in an economy where budgets tighten as competition increases in higher education.
机译：目的-校友为教育机构提供了宝贵的营销渠道，不仅可以分享课程重点，还可以说明所学的能力对组织产生积极影响。有兴趣回馈的校友需要一种可以与母校保持联系的工具。建立此类桥梁可以使机构受益匪浅。本文旨在讨论这些问题。设计/方法/方法-卡佩拉大学（Capella University）创建了一个与国际绩效改善协会（International Society for Performance Improvement）相关的虚拟章节，校友，学习者和教职员工可以通过有意义的方式进行交流，以解决各方的兴趣和需求。介绍了五个关键考虑因素和12个有针对性的活动，这些活动已被证明对协作虚拟章节站点的成功至关重要。调查结果-提供一个虚拟站点，协作伙伴可以在该站点上开展有意义的项目，解决共同的需求，这对所有参与方都是有益的。该校显然从校友提供的真实广告中受益。校友受益于以有意义的方式与大学合作的机会，从而增强了他们的生活。学习者有动力坚持自己的学术课程。激励教师通过校友见证他们工作的影响。虚拟章节站点一直是宝贵的资源，可为所有相关人员带来积极的回报。原创性/价值-将校友，学习者和教职员工联系起来的虚拟章节，在经济随着高等教育竞争加剧而预算趋紧的经济中至关重要。

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