Alumni relationship management as a component of higher education institution brand formation

The relevance of the study lies in understanding the building of partnership relationships with the main groups of stakeholders of higher education institutions (HEIs). The importance of involving graduates in the activities of higher education institutions (HEIs) to increase their competitiveness and form a strong brand has been investigated. The article considers various models of interaction with graduates and approaches to their involvement through marketing communication strategies. Relationships with graduates are considered not only as a result of the activities of higher education institutions (HEIs), but also as a resource capable of supporting its development. The authors emphasize the importance of graduates as ambassadors of the university, their participation in the development of educational and professional programs, as well as financial support as important factors for the reputation of the institution. Benchmarking of relevant practices of foreign universities in building a trajectory of interaction between the university and the alumni community has been carried out. It has been established that for domestic HEIs it is appropriate to use a mixed approach to involvement in the professional development of applicants and the educational institution. Alumni are key stakeholders who can actively contribute to the development of the image of the HEI through participation in the mentoring program, professional networks and providing first places for internships. A model for managing the university's relationship with alumni is proposed based on understanding the needs of each group and developing appropriate initiatives for the involvement of each party. Such a marketing model of interaction includes constant communication with alumni, involving them in events, as well as creating online platforms for networking, which together contribute to strengthening the HEI brand both in the national and international educational and scientific space and its long-term competitiveness.