Effectiveness of Selected Marketing Communication Tools on Alumni Relations in Maasai Mara University

Abstract

Most universities in Kenya have one form or another of alumni relations. This is either managed by Alumni associations formed by alumni themselves or Alumni relations officers who are the employees of university act as a liaison between alumni and the institution. However about one third of newly certified and charted public universities do not have any form of institutionalized alumni relations management. During my four year stay at Maasai Mara University, I have realized the university was letting a critical asset-its alumni base-leave campus after graduation without maintaining a connection to the university. Alumni referrals is the most positive ambassadors’ university will ever have. The significance of this study is represented by its attempt to identify the effectiveness of selected marketing communication tools in terms of enhancing mutual alumni relations in Maasai Mara University. Independent variables under the study are Public relations, advertising, direct and personal marketing and the dependent variable is Alumni relations. The methodology of the research was made up of the research design which was survey research and quantitative data was collected using open and closed ended questionnaires. The target population was that of Maasai Mara university alumni working and living within the institutions and its environs. The data analysis made use of tables and charts. The conclusions and recommendations were done based on the analyzed findings. This aimed at assessing effectiveness of marketing communication tools on alumni relations. The study established that the newly formed alumni association has not been effective due to low turnout of alumni to registering with the association. Marketing communication tools can be used to mitigate this way before they graduate. Recommendations were made on the same.