Unleashing Alumni Potential: Reimagining their Role in Business School

Abstract

This study explores the evolving role of alumni as strategic contributors to institutional development through the lens of an alumni engagement event at a Malaysian business school (hereafter referred to as Azam Business School, ABS, a pseudonym). Despite their potential as mentors, industry connectors, and institutional partners, alumni engagement at ABS remained underutilized due to undefined roles, weak communication, and a lack of structured initiatives. Guided by Role Theory and Social Capital Theory, this action research implemented a targeted alumni engagement intervention supported by a Focus Group Discussion (FGD) involving diverse alumni participants. Thematic analysis revealed five emerging roles: Alumni as Industry Connectors, Mentors and Knowledge Contributors, Social Capital Builders, Digital Stakeholders, and Community Builders. The findings underscore that alumni are willing and capable of contributing beyond financial means when provided with structured platforms and meaningful institutional recognition. This study offers practical insights for business schools seeking to reposition alumni from passive stakeholders to active partners in institutional advancement.