Engaging Alumni in Branding, Admissions, and Recruitment

Abstract

With the ever-evolving nature of education, the functioning of a b-school and an alma mater's role in it has witnessed considerable change. B-schools today go beyond once in a while alumni get-togethers to include alumni in important decision making. The chapter examines various avenues through which a b-school leverages its alumni network specifically in its branding, admissions, and student placement efforts. Using alumni reaps benefits for the students and the schools in terms of a better connection with the school as well as the external environment. Continued association with the school has also proved to be an added advantage to an alumnus and his profile.