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Enterprise Creation and Communication: The Club Case Study


Name of the Club

The club will use Alumni of the Master as its name. It will have its headquarters in Abu Dhabi, United Arab Emirates. I will consider Abu Dhabi University as the Alma Mater of the alumni members.


The club will be a form of public enterprise that does not deal in profit making ventures. Formed based on non-profit making mission, the club will strive to meet the following core objectives:

  • To foster and maintain long lasting friendly contacts among the members;
  • To provide a professional linkage and opportunities for Alumni of the Master members;
  • To promote the spirit of unity, loyalty and corporate responsibility that is, giving back to the community;
  • To promote the welfare of the alumnus by employing best practices based on respect, fairness and honesty;
  • To strengthen the relationship that exists between the alumni and society;
  • To solicit funds for the Alma Mater: Abu Dhabi University (ADU);
  • To assist the institution in selecting future students to enhance the quality of future Alumni of the Master members;
  • Act as a link between the alumni and the University to nurture a lasting relationship between them.

Roles of the Club

The club of Alumni of the Master forms the key product of the University. With the above goals at hand, it is the most significant manifestation of Abu Dhabi’s excellence. Markedly, the club’s intention to engage actively in society will leave the Universities mark hence enhancing its recognition all over the world.

The club will continue engaging with the University both in its local and international campuses. The University recognizes Alumni of the Master club as an extremely important stakeholder. Members of the club can support the institution in the following ways:

  • Becoming an ambassador and advocate of the Abu Dhabi University;
  • They can participate in the governance of ADU through the Board of the Alumni of the Master;
  • Engaging in career guidance services and mentoring programmes for current students and young graduates;
  • They can donate their finances, time and effort to ADU;
  • They can also help in recruiting new students;
  • They can offer general support to ADU.


The Alumni of the Master club believes that today’s students are tomorrow’s liberators. As a result, the club intends to offer financial support to many students in diverse field to realize success.

  • The club has formed the Scholarship & Bursary Endowment Fund, which will help struggling students meet the cost of their education. It is clear that over 45% of students need urgent financial assistance; therefore, the Alumni of the Master club support will enable such students to complete their studies successfully. This programme will run throughout the year.
  • The Alumni of the Master club will provide books and journals to ADU to aid research and learning within the institution. If the library is well stocked with relevant reading materials, students and other researchers will find it necessary to make use of the materials effectively since the move will even enhance the services offered to library users.
  • The Alumni of the Master club will launch The Special Initiatives Fund to assist in urgent requirements like replacement and upgrading of equipments and technology. In addition, the club can channel the funds to a specific department within ADU;
  • In addition, there will be Legacy Scholarships that the club will award students in recognizing of their excellence in academic achievement and organizational leadership while attending ADU;
  • The club intend to work closely with volunteers to help in building renovations and visiting scholar programmes;
  • The office of Alumni Relations will help student groups to organise conferences, symposia and other key events that help in transforming the undergraduates and postgraduates. At the end of every graduation events, the office intends to organise celebrations for the graduates. At these events, the club will be able to introduce the new graduates to the alumni and their roles within the club;
  • The Alumni of the Master club intends to host gatherings of its members who hail across different parts the nation and the entire world with the aim of ensuring that ADU continues to stand out among world universities.


Members of the Board of Directors

The Board shall be the governing body of The Alumni of the Master and shall consist of fifteen (15) duly elected members to be office holders, and shall serve the club on an annual basis, which can be renewed depending on one’s performance. The Executive Director of The Alumni of the Master club shall be an ex-officio member of the Board of Directors.

An undergraduate student shall be appointed to serve as an ex-officio for a period of one year with no-voting rights. The association’s president chairs the president’s committee, which is the board’s executive committee. The duties of a Board member include the following responsibilities:

  • Participate regularly and actively in all Board programmes and offer his/her services to the Board standing committee;
  • Be ambassadors and advocates for ADU and the club in his/her community;
  • Meet other alumni within his/her vicinity and offer talks to prospective community students;
  • Participate actively in programmes that the club has organised or coordinated as much as possible;
  • Offer financial contributions to ADU on an annual basis;
  • Assist in identifying and recruiting talented alumni for the Board.


  • The officers of The Alumni of the Master club shall consist of President, Vice President, Secretary, Organising Secretary, and Treasurer. All the office holders will be members of the Board of Directors. One will occupy office upon election by majority vote of the members of the Board of Directors during the annual general meetings;
  • There shall also be a special office titled the Office of the Immediate Past President (IPP). He/she will serve in the office until the next succeeding President is elected, affirmed, and sworn in to replace the current President.

Executive Committee

  1. The Alumni of the Master club shall have an executive committee that shall consist of office holders in the Board of Directors;
  2. It can conduct business and affairs of the Board of Directors on condition that it does not elect the aforementioned officers;
  3. The Board of Directors determines the powers and duties of this committee.

All the members in the committees will come from diverse backgrounds and the Board shall monitor their services. The serving President shall appoint two (2) Board members to such groups and there will be non-Board associates who shall serve in these associations upon approval from the chair of a specific committee. Each committee will meet once every month or as per the chair’s decision. There will be annual submissions of reports from these committees to the Board.

In the reports, there will be their mission, goals, activities, list of members, and a special committee in charge of achievement of the goals and objectives. The chairs of the standing committees shall table their reports before the Board during the annual meetings for review. The club shall have the following permanent committees:

  1. Resource Development – It will be in charge of building talents within the group through collaboration between ADU and the association.
  2. Life-Long Learning – It shall do assessments of diverse needs and interests of the club members that relate to scholarly inquisitiveness and implementing programmes that enhances life sustainability.
  3. Communications Committee – It will come up with ways of enhancing effective communication between the alumni, the University and other stakeholders and well-wishers in order to enhance the role of the alumni in supporting the University’s mission. Further, it will be offering guidance and analysis of the entire University and alumni relations.
  4. Recognition – This committee will ensure that all alumni accomplishments receive rewards for the dedication and determination.
  5. Governance and Nominating – It will be responsible for recommending to the Board of Directors alumni issues relating to appointments, elections, and nominations. Moreover, it will recommend reliable methods that can assist in accomplishing the above activities, procedures, policies and organizational outlay.
  6. Scholastic and Student Welfare – It will deal in motivating students, preparing them for future leadership positions in the club and instilling practical experience in them as a way of enhancing applicability of the learnt contents.
  7. Other committees – The President may form other committees to implement the objectives of the Board if need arises. The formation is subject to the approval of the Board of Directors. The Board shall appoint the members of such committees.

Business Model


The membership of The Alumni of the Master club shall be:

  • All living graduates worldwide and its predecessors including those who attended other campuses of ADU are eligible to be members. A student who opted out of the University during his/her studies only qualifies to join the alumni if he/she spent a cumulative of one academic year, that is two (2) semester. Therefore, such persons will be eligible to vote during any committee meeting.
  • Persons who have received extraordinary recognition for their services to the alumni or the ADU and have accepted the honorary award are also eligible to be members of The Alumni of the Master club. This group of persons shall have no voting rights in any meeting.
  • All members are entitled to equal rights and privileges even if with voting rights or not within the alumni group. In connection to this, all members with receive notices and publications indiscriminately.
  • Each member shall have one vote and will participate in an election that the Executive Committee will organise and publicise in advance. In addition, the Executive Committee shall determine the timing, form, and manner of voting.


The Alumni of the Master club shall accommodate members from different ethnic groups, races, cultural backgrounds, religion, graduation years, ages, geographical locations, sexual orientation, and educational backgrounds provided that they past through ADU campuses or according to section two (2) of the membership guidelines.

The diversity shall also be reflected on the leadership positions within the alumni. All elected leaders will be informed on this provision and they will be conditioned to accept it through written or oral format. The covenant will ensure that leaders implement the diversity policy without discrimination.

Election Procedures

  1. The Alumni of the Master club will carry out its elections procedurally, which will begin with Board of Directors’ nominations from the club membership according to a person’s willingness to serve in the club and his/her precedent record of accomplishment to the University of Abu Dhabi. The nominations will have to adhere to the Diversity Policy discussed above.
  2. There will be an individual election for the Board of Directors who will serve for a term of two (2) years during Annual Meeting. Notably, there will be an annual election of half of the Board of Directors to enhance continuity. If an elected member is not able to complete his/her term, the President in consultation with the Board of Directors shall appoint an eligible club member to fill the position.
  3. In terms of meetings, the Board shall follow a scheduled timetable for regular meetings with one being the Annual Meeting within the University. Alumni are free to join any regular meeting. All meetings must meet the two-thirds quorum of the Board of Directors in office at the time. With the current technological developments, electronic meeting shall be accepted if the participant’s identity is verified.
  4. For officers, their elections or re-elections shall occur during the Board Annual Meetings. Teleconferencing will be accepted in the election of the officers. The will process start by nomination of officers by the Governing and Nominating Committee. Then, a Board member presents the list before the members for selection and voting. In a situation where an officer is unable to complete his/her term, the Board of Directors shall choose a person to fill the vacancy.

As the initiator of the alumni, I will serve as a member for the rest of my lifetime to avoid possibilities of influence on decision-making during Board meetings. This implies that I will not hold any post or office in the club.

Branding, Marketing and Communication

The process of branding and marketing of The Alumni of the Master club shall begin by researching on how the club defines its priorities and what the University thinks of its future. In the baseline, the research will consider the views of external audiences such as students, parents, and opinion leaders. Then, there will be campus-wide views of faculty, staff and students and, finally, alumni discussion on the potential messages and approvals.

The research will enable The Alumni of the Master club to determine the image of ADU in terms of service provision, fee affordability, research-based university, co-curriculum activities, and various academic programmes.

The feedback will be essential in branding and marketing the club among many other alumni associations in the world. There shall also be a follow-up research that will be done after two academic years to analyse the level of change in activities and even offer support to bring positive changes.

In communication, the Alumni will develop brand messages that fit the generational spectrum. In addition, there will be the alumni magazine that will spell out the goals, activities, and roles of the group. The magazine will also focus on students’ stories and adverts in community college papers.

A comprehensive marketing campaign will be through social sites, formal surveys, and off-campus conversations. There will be video tools since they are highly interactive in elaborating the tactics of focusing on a specific location and a mix of young alumni.

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IvyPanda. 2019. "Enterprise Creation and Communication: The Club." June 12, 2019. https://ivypanda.com/essays/enterprise-creation-and-communication-the-club/.


IvyPanda. (2019) 'Enterprise Creation and Communication: The Club'. 12 June.

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