Dr. David Cababaro Bueno - Marketing strategy evidence from factors associated with student

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CC The Journal Vol. 12 Oct. 2016 ISSN 1655-3713

Marketing Strategy: Evidence from Factors Associated with Students’ Choice Dr. David Cababaro Bueno Dr. Anatalia Sanchez-Sy Dr. Jimmy S. Ledda Prof. Iziel Ann B. Milo

========================================== Abstract-A little research was done on the college selection process and factors that influence the process. This study focused on the analysis of several factors associated with student’s choice for Columban College as the basis for a marketing strategy. In this descriptive study, data were collected using the survey-questionnaire method and statistical analysis without deliberate manipulation of variables of control over the research settings. The study was retrospective. Participants were asked to reflect and recall situations and decisions that occurred in the past. Marketing activities/ publicity including publications/brochures, telephone calls from institution/marketing officer were the major sources of information. Other related factors were information from high school counselors, personal visits to the College campus, religious adviser, teachers/ instructors/ professors, personal letters from the College, and presence and accessibility of school sponsored activities. However, the high school principal and advertisement such as through TV/radio/mass media announcement were considered moderately important for them. The accreditation status of the College, athletic opportunities, available scholarship, closeness to home (location of the College), cost of living, family tradition/ religion, high expectation of learning outcomes, qualified professors/ instructors, religious and values atmosphere, reputation/prestige, size/ number of student population, tuition and other school fees, variety of specialized courses offered and quality instruction offered were considered very much important factors in choosing Columban College, Inc. There were significant variations on the perceptions of college students on the sources of information and influences and the institutional factors and characteristics in choosing Columban College. A strategic marketing plan is very timely for implementation to increase the number enrollees this coming school year. Keywords- Education, marketing strategy, college choice, descriptive-survey, Columban College, Olongapo City, Philippines

INTRODUCTION Every year graduating high school students are faced with the problem of having to decide on future career paths. The decision whether or not to continue with post secondary education and the choice of an institution to attend are two critical decisions that students make at this time in their lives (Johnson & Chapman, 1979).

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