Conversas Made in CO: An Audio Podcast Featuring Alumni, Building a Collective Memory and Contributing to the Brand Identity

One of the newest trends in marketing is an obvious interest in technological applications, as in virtually all fields, albeit focusing on human needs and aspirations. This framework can be viewed as a junction where Relationship Marketing and Marketing 5.0 have led to. When it comes to Higher Education Institutions (HEIs), a fierce global competition has pushed them to think strategically about marketing themselves. Although there is a visible discomfort to “market” educational institutions, there is also a pressing need to do so. Academics have suggested clarifying the use of “marketing” instead of “marketization”, and to think of HEIs as brands that must draw from Relationship Marketing philosophy and create value through maintaining closeness to their stakeholders. This paper is the result of a recent initiative taken by two faculty members that created a podcast of interviews with alumni from a graduate degree. This experience has been so rewarding and, unlike many other academic endeavors, it compelled the authors to learn more about Educational Marketing (being the authors Marketing professors themselves) and analyze the impact of the podcast to date. The preliminary insights, after having six episodes online, is that it constitutes a repository of voiced memories by former students, contributing to the collective narrative; there is a common experience shared by students from different years, that helps summarize the strengths of the bachelor degree; alumni constitute a precious, accredited, discourse that may inspire current students; the initiative of the podcast has brought interesting exchanges of knowledge and even deepened ties within and outside the HEI. As it was a pioneer experience in this particular context, it also brings visibility to the Institution. Taking upon one of the golden rules of Relationship Marketing: it has been a win-win situation and it has been an innovative tool to strengthen the bonds with former and current students.