University-student relations: dynamic framework in offline and digital environments

The purpose of this chapter is to present a university-student relationship framework for the student life cycle. A summary of research in relationship management from public relations, marketing, and related fields is provided as grounds for the new framework. Discussion of this framework is then extended in terms of its applicability for both offline and digital interactions. The later of which is becoming increasingly significant to the university-student relationship and a variety of research related to its growth and importance is presented. The chapter closes with a discussion of the implications of the framework and digital relationship building for practitioners, which highlights both some key skills practitioners will need and beneficial ways to utilize the information the framework provides.