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Journal of Social Economics Research

March 2018, Volume 5, 1, pp 1-9

Is Alumni Salary an Appropriate Metric for University Marketers?

Tanya A. Masciantonio


Paul D. Berger

Tanya A. Masciantonio 1 Paul D. Berger 1 ,

  1. Bentley University Waltham, U.S.A. 1

Pages: 1-9

DOI: 10.18488/journal.35.2018.51.1.9

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Article History:

Received: 27 March, 2018
Revised: 16 April, 2018
Accepted: 20 April, 2018
Published: 23 April, 2018


This paper considers ethnicity variables and financial variables to study what impact they have on alumni salaries six and ten years after graduation, for colleges and universities in the United States. We find that certain ethnic groups earn less salary both six years out and ten years out, while other ethnic groups earn more salary both six and ten years out. The same is true for selected financial variables, such as median household income. We perform our study primarily using stepwise-regression analyses. Since many colleges and universities use future salary of alumni as a marketing tool, this study cautions that there is a danger to the diversity of a college campus, and a corresponding harm to students on such a campus, if the college or university places too much emphasis on future alumni salary and makes admissions decisions in a way that emphasizes that criterion.
Contribution/ Originality
This study contributes to the existing literature by pointing out a potentially unintended consequence of an economically-motivated decision made by colleges and universities that is, arguably, bad for society. The danger is that of reducing the diversity of the undergraduate student-body, and the corresponding harm done to said student body.


Salary of college/university alumni, Campus diversity, Stepwise-regression analysis, Ethnicity variables, Financial variables.



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This study received no specific financial support.

Competing Interests:

The authors declare that they have no competing interests.


Both authors contributed equally to the conception and design of the study.

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