Üniversiteler mezunlarıyla nasıl iletişim kurarlar? Dünya üniversite sıralamasındaki en iyi üniversitelerin uygulamaları

Yıl 2018, Cilt: 8 Sayı: 3, 334 - 345, 24.12.2018

İsa Sağbaş Naci Tolga Saruç Çiğdem Börke Tunalı

https://doi.org/10.2399/yod.18.030

Cited By: 1

Öz

Son yıllarda, yükseköğretim kurumları tarafından sunulan hizmetlerin kalitesi, hem araştırmacılar hem de politika yapıcılar tarafından yoğun bir şekilde tartışılmaktadır. Şüphesiz, mezun olunan okul ile mezunlar arasında güçlü ve yaşam boyu süren bir ilişki, yükseköğretim kurumlarının kalitesinin temel göstergelerinden biridir. Bu çalışma dünyadaki en iyi üniversiteler tarafından mezunlarıyla yaşam boyu süren bir ilişki kurmak için kullanılan araç ve metotları incelemektedir. Çalışmada yapılan ankette mezunlarla iletişim kurmak için kullanılan kanallar, üniversiteler tarafından mezunlara sunulan hizmetler ve mezunların üniversitelerine hangi yollarla katkı yaptıklarına ilişkin sorular yer almaktadır. Anket, Times Higher Education tarafından yapılan 2016-2017 Dünya Üniversiteler Sıralamasındaki en iyi 200 üniversiteye gönderilmiş ve böylece en iyi uygulamaların belirlenmesine çalışılmıştır. Çalışmanın literatüre ana katkısı, üniversiteler ile mezunlar arasındaki ilişkiye yönelik en iyi uygulamaların temel unsurlarını açıklamak ve bu ilişkinin iyileştirilebilmesi için uygulanabilecek politika önerileri sunmaktır.

Anahtar Kelimeler

Mezunlar, kalite, üniversite-mezun ilişkisi

How Do Universities Contact their Alumni? Practices of the Best Universities in the World University Rankings

Öz

In recent years, the quality of the services provided by higher education institutions has been intensively debated both by researchers and policy makers. Undoubtedly, a strong and lifelong relationship between alumni and their alma mater is one of the main indicators of the quality of higher education institutions. This study investigates the tools and methods used by the best universities in the world in order to create and develop a lifelong relationship with their alumni. The survey used in the study asked about the channels used to contact with alumni, the services provided to alumni by the universities and the ways used by the alumni to contribute to their universities. This survey was sent to the best two hundred universities in the world according to the Times Higher Education World University Rankings 2016-2017 in order to find out best practices. The main contribution of the present study is to explain the fundamental elements of best practices with regard to the relations between alumni and universities and to present policy proposals which can be implemented in order to improve these relations.

Anahtar Kelimeler

Alumni, quality, university-alumni relationship

Kaynakça

• Bastedo, M. N., Samuels, E., & Kleinman, M. (2014). Do charismatic presidents influence college applications and alumni donations? Organizational identity and performance in US higher education. Higher Education, 68(3), 397–415.
• Belfield, C. R., & Beney, A. P. (2000). What determines alumni generosity? Evidence for the UK. Education Economics, 8(1), 65–80.
• Borden, V. M. H., Shaker, G. G., & Kienker, B. L. (2014). The impact of alumni status on institutional giving by faculty and staff. Research in Higher Education, 55(2), 196–217.
• Clotfelter, C. T. (2003). Alumni giving to elite private colleges and universities. Economics of Education Review, 22(2), 109–120.
• Ebert, K., Axelsson, L., & Harbor, J. (2015). Opportunities and challenges for building alumni networks in Sweden: A case study of Stockholm University. Journal of Higher Education Policy and Management, 37(2), 252–262.
• Freeland, R. E., Spenner, K. I., & McCalmon, G. (2015). I gave at the campus: Exploring student giving and its link to young alumni donations after graduation. Nonprofit and Voluntary Sector Quarterly, 44(4), 755–774.
• Gaier, S. (2005). Alumni satisfaction with their undergraduate academic experience and the impact on alumni giving and participation. International Journal of Educational Advancement, 5(4), 279–288.
• Heckman, R., & Guskey, A. (1998). The relationship between alumni and university: Toward a theory of discretionary collaborative behavior. Journal of Marketing Theory and Practice, 6(2), 97–112.
• Levine, W. (2008). Communications and alumni relations: What is the correlation between an institution’s communication vehicles and alumni annual giving? International Journal of Educational Advancement, 8(3–4), 176–197.
• McAlexander, J. H., & Koenig, H. F. (2001). University experiences, the student-college relationship, and alumni support. Journal of Marketing for Higher Education, 10(3), 21–44.
• McDearmon, J. T. (2013). Hail to thee, our alma mater: Alumni role identity and the relationship to institutional support behaviors. Research in Higher Education, 54(3), 283–302.
• Meer, J., & Rosen, H. S. (2012). Does generosity beget generosity? Alumni giving and undergraduate financial aid. Economics of Education Review, 31(6), 890–907.
• Moore, S., & Kuol, N. (2007). Retrospective insights on teaching: Exploring teaching excellence through the eyes of the alumni. Journal of Further and Higher Education, 31(2),133–143.
• Skari, L. A. (2014). Community college alumni: Predicting who gives. Community College Review, 42(1), 23–40.
• Stephenson, A. L., & Bell, N. (2014). Motivation for alumni donations: A social identity perspective on the role of branding in higher education. International Journal of Nonprofit and Voluntary Sector Marketing, 19(3), 176–186.
• Stephenson, A. L., & Yerger, D. B. (2015). The role of satisfaction in alumni perceptions and supportive behaviours. Services Marketing Quarterly, 36(4), 299–316.
• Sung, M., & Yang, S.-U. (2009). Student-university relationships and reputation: a study of the links between key factors fostering students’ supportive behavioral intentions towards their university. Higher Education, 57(6), 787–811.
• Times Higher Education (2016). Times Higher Education World University Rankings 2016–2017. Accessed through <https://www.timeshighereducation.com/world-university-rankings/2017/world-ranking#!/page/0/length/25/sort_by/rank/sort_order/asc/cols/stats> on October 1st, 2016.
• Weerts, D. J., Cabrera, A. F., & Sanford, T. (2010). Beyond giving: Political advocacy and volunteer behaviors of public university alumni. Research in Higher Education, 51(4), 346–365. Weerts, D. J., & Ronca, J. M. (2009). Using classification trees to predict alumni giving for higher education. Education Economics, 17(1), 95–122. Wunnava, P. V., & Lauze M. A. (2001). Alumni giving at a small liberal arts college: evidence from consistent and occasional donors. Economics of Education Reviews, 20(6), 533–543.