The effectiveness of marketing communication tools on alumni relations for universities in Kenya

Abstract

The study attempted to establish the effectiveness of marketing communication tools in Kenya. A sample of 136 alumni from all 34 universities in Kenya was targeted as respondents for the study. The study had an 89% response rate. A descriptive survey design was used to achieve the objective of the study. Semi-structured questionnaires were used for data collection. Descriptive statistics were used to summarize the findings of the study while statistical package for social sciences (SPSS) and Ms Excel were used to perform the analysis of quantitative data. The study established that most universities in Kenya have one form or another of alumni relations. This is either managed by alumni associations formed by alumni, alumni relations officers who are employees of the university, some have both alumni and associations and alumni officers. However, about a third of the population of our universities, do not have any form of institutionalized alumni relations management. The study also found that universities with alumni relations are making use of a mix of marketing tools for its alumni relations activities. Usage and effectiveness of these tools vary in degree. Advertising, especially through online social media has been sighted as the most effective tool for most of the alumni relations activities. The study recommends that universities need to invest in acquiring and training alumni relations management either in the form of alumni associations, university alumni officers or both. It also recommends that a mix of marketing communication tools be used for alumni relations activities to synergize on the effectiveness of each tool. Further, it recommends that specific tools be matched with specific alumni relations activities.