Alumni Engagement and Alumni Marketing Strategies of one Higher Educational Institution (HEI) in Batangas

This study sought to find out the level of alumni engagement and marketing strategies provided to alumni in one Higher Educational Institution (HEI) in Batangas and proposed strategic plan to improve alumni engagement. Descriptive survey method of research was employed using questionnaires as source for data gathering to the 250 alumni as the respondents. Weighted Mean and Ranking, Kruskal Wallis Test, Frequencies were used for statistical analysis. Findings posted that the level of alumni engagement as to alumni programs is described more on their positive experiences in the university that would lead to word-of-mouth referral. Likewise, alumni affirmed that LPU will still be their first choice in pursuing future studies and would admit their children in the same university where they graduated. This was boosted with the great support services of university staffs in all alumni-related concerns, particularly alumni discount and the long-term attachment with their college support system invited during institutional events. Overall, the profile variables do not differ their responses on the level of alumni engagement thus the participants obtained the same level of engagement across their profile. There is a significant relationship between the level of alumni engagement and marketing strategies provided to alumni. For continuous improvement, a proposed strategic plan was devised.

Keywords – Alumni Engagement, Customer Engagement in HEI, Marketing Strategies