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Modern communication strategies and business relationship development in higher education: experiences of corporate partners of the University of Debrecen
24-32Views:80The quality of communication channels in the B2B sector plays a fundamental role in determining the success of collaborations. With the rapid advancement of digitalization, it has become inevitable for higher education institutions to rethink and modernize their communication practices with business partners. The aim of our research was to map the currently used communication tools and processes, with a particular focus on how well they meet the expectations of today’s business environment and how they could be improved in the future.
Through semi-structured interviews conducted with the corporate partners of the University of Debrecen, we gained deeper insight into how inter-institutional communication works in practice, what challenges arise, and what development needs are identified by the stakeholders involved. The findings highlighted that, although existing tools are often functional, there is a clear demand for a consciously designed, innovative, and flexible communication system.
Our research is future-oriented: our goal is to formulate development proposals that support higher education institutions in building more dynamic, technologically supported, yet human-centered communication with their partners. These modern communication models could not only enhance institutional competitiveness but also provide students with more valuable and authentic networks for engaging with the business sector.