Student relationship management at business schools: the case of Nova SBE

Abstract

This study aims to explore the concept of Student Relationship Management both from an academic perspective and a practical perspective. Literature review is conducted to propose an SRM definition and framework. Nova SBE is then used as a case study to evaluate the current SRM strategy context and recommendations are suggested for improvements. Two research questions are answered: (1) To what extent do Nova SBE students see themselves as consumers of their programs? (2) What should an SRM strategy for Nova SBE consider based on their current relationship with students? Qualitative research concluded that Bachelor students have low consumer orientation whilst Master Students are highly consumer oriented. Based on the 8 building blocks of SRM, the five most critical were identified as: Vision, Student Experience, Processes, Information, Technology. A current analysis and recommendations focused around these critical components.