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ERIC Number: EJ892298
Record Type: Journal
Publication Date: 2010
Pages: 16
Abstractor: As Provided
Reference Count: 35
ISSN: ISSN-0884-1241
Do Specialized MBA Programs Cultivate Alumni Relationships and Donations?
Johnson, Jennifer Wiggins; Thomas, Veronica; Peck, Joann
Journal of Marketing for Higher Education, v20 n1 p119-134 Jan-Jun 2010
A recent trend among universities shifts from traditional MBA programs to specialized MBA offerings. Specialized programs are believed to cultivate stronger relationships with students, which lead to stronger alumni relationships and increased donations. This research tests this empirically by examining relationship perceptions and donation behavior among alumni of both traditional and specialized MBA programs from a university. The findings suggest that graduates of specialized programs are more likely to perceive relationships with their MBA programs than their traditional program counterparts. These graduates are also more likely to donate to their universities and to direct their donations toward their specialized MBA programs. (Contains 1 table.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A