Relationship management of selected faculty of the Prague University of Economics and Business with alumni

The main aim of the Master's thesis is to examine in more detail the motives of alumni of the Faculty of Business Administration to maintain contact with the Prague University of Business and Economics. The theoretical part describes the reasons for universities to work with their alumni, then maps the motives of former students to maintain contact with their alma mater, and last but not least discusses strategies to manage the relationship with alumni. The methodological section includes the subject and aim of the research, as well as the research questions, the methods used for data collection and analysis, and a description of the research population. The practical section describes specific approaches to managing alumni relations at FBA. Also, it discusses the results of the faculty survey conducted in October 2022, which provided scope for further exploration in the qualitative research undertaken with selected alumni. Using semi-structured interviews, the specific motives of FBA alumni for maintaining contact with the VŠE, attending alumni events, and preferred forms of communication were explored. The thesis concludes with a summary of the results of the research and practical recommendations for developing and building meaningful relationships with FPH alumni at the Prague University of Economics and Business.