Focus Group parte 1 Alumni FEGE

Focus Group Introduction and Participant Descriptions

Overview of the Focus Group

• Ariel Valle introduces himself as the moderator for the focus group, emphasizing its purpose to gather information for new market implementations or ideas.

• The focus group aims to understand alumni motivations and improve their engagement with university projects.

Icebreaker Activity

• Participants describe themselves:

• Gonzalo identifies as cheerful but reserved.

• Paola sees herself as relaxed and calm.

• Alexa describes herself as responsible and attentive.

• Rafaela considers herself joyful and fun-loving.

• Juan Carlos views himself as calm, responsible, and somewhat reserved.

• María Emilia describes herself as positive and sociable.

Participant Background Information

Educational Background

• Gonzalo graduated in International Business in 2022; currently works in auto parts importation.

• Paola graduated in International Business in 2017; she supports logistics and import/export processes at her job.

• Juan Carlos graduated in Accounting in 2016; he handles accounting records, reconciliations, declarations, and monthly closures at work.

• María Emilia graduated in Marketing around 2016; she manages social media campaigns currently.

• Rafaela completed her Finance degree in 2020; she analyzes financial statements and budget control now.

• The last participant is a recent Accounting graduate (2021) working on tax declarations and financial closures support.

Understanding the Focus Group Objectives

Clarifying Goals

• Gonzalo expresses familiarity with focus groups but seeks clarity on the new faculty name "FEGE." He wants to understand more about it during this session.

• Ariel explains that one goal is to motivate alumni participation in university projects while understanding their communication preferences for better engagement strategies with them as alumni members.

Perceptions of FEJ/FEGE

Initial Reactions

• Gonzalo finds "FEGE" unfamiliar but wishes to learn more about it since he was unaware of this name change before this meeting.

• Paola also lacks clarity on "FEGE," associating it vaguely with academic formation but needing further details about its purpose or structure.

• María Emilia feels confused regarding "FEGE," suggesting it represents a solid academic foundation without much knowledge beyond that point.( t =432 s )

• Juan Carlos shares that it's his first encounter with this topic, indicating a lack of orientation regarding "FEGE."

• Rafaela believes she knew it by another name related to academic training but isn't sure what exactly it entails now under "FEGE."

Alumni Engagement and Communication with University

Alumni Experiences Post-Graduation

• The speaker reflects on a close relationship with university projects and faculty during their studies, feeling well-guided towards future goals.

• After graduation, the speaker notes a significant loss of contact with the university and lack of awareness about ongoing student projects.

• Another participant echoes this sentiment, stating that work commitments have led to limited engagement with university updates since graduating in 2017.

• A third participant confirms that post-graduation communication from the faculty has diminished significantly, resulting in weak ties.

• Multiple alumni express similar feelings of disconnection from the university after graduation.

Communication from Faculty

• When asked about communications received from the Faculty of Economics and Business Administration (FEG), one participant mentions receiving sporadic emails that lack relevance for finance graduates.

• Another participant agrees, stating that received emails do not cater to marketing needs and are often ignored due to irrelevance.

• A different alumni shares they have not received any emails since graduation, possibly due to incorrect contact information provided to the university.

• Overall feedback indicates a desire for more personalized communication tailored specifically for graduates.

Motivations for Strengthening University Ties

• The discussion shifts towards what would motivate alumni to reconnect with the university. One participant suggests clear professional development benefits as a key motivator.

• Another emphasizes the need for continuous training and updates relevant to their field due to its evolving nature.

• An alumnus highlights practical courses and real-world examples as essential tools for preparing graduates for life after school.

• Networking opportunities are mentioned as crucial by several participants who seek concrete benefits from re-engagement efforts by the faculty.

Desired Benefits and Activities

• Participants express interest in workshops focused on current trends in digital tools relevant to their fields as part of ongoing education initiatives offered by the university.

• There is a consensus on wanting practical workshops or talks related to specific career paths like international business or taxation.

• One alumnus requests hands-on training sessions regarding tax regulations and accounting standards alongside networking events with other graduates.

Networking and Professional Development Opportunities

Suggestions for Workshops and Networking Events

• María Emilia expresses interest in workshops focused on digital marketing, branding, and customer experience, as well as analysis of new market opportunities.

• Rafaela suggests talks on capital markets, banking, and corporate finance, along with networking spaces with alumni and financial sector companies.

• Gonzalo emphasizes the importance of meetings with alumni to share experiences and stay updated on legal regulations regarding imports, customs, and foreign trade.

• Alex is interested in training on updated tax regulations, practical workshops on NIF (International Financial Reporting Standards), auditing, and networking opportunities with graduates and companies.

Current Professional Needs from the Faculty

• Juan Carlos highlights the need for constant updates, certifications, professional guidance, and access to job opportunities.

• María Emilia agrees that maintaining a connection with the labor market is crucial for students' benefits.

• Alexa reiterates the importance of continuous updates, professional advice, certifications, and access to a network of job contacts.

• Paola believes topics should be tailored to specific careers to ensure relevance in updates about job opportunities.

Barriers to Participation

Challenges in Communication with the University

• Paola identifies lack of information directed towards her field as a barrier to participation in FEG activities; time constraints due to work are also an issue.

• Juan Carlos mentions that his main barrier is time conflicts between work schedules and university events; he finds received information unclear or irrelevant.

• María Emilia echoes concerns about unclear communication regarding event topics that do not align with her marketing focus.

Ineffectiveness of Current Communication Strategies

• Rafaela points out significant flaws in communication strategies that lack segmentation by career or professional level which diminishes relevance.

• Alexa concurs with Rafaela's assessment that general communications fail to address specific needs based on career paths or stages within their professional journey.