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strategies are properly conveyed to the students and their parents, a higher probability
that the students and/or their parents will choose to enroll on the university.
In line with that, creating excellent brand identity is very challenging specifically in
education business category. Building university brand identity is a strategic effort; from
the school administrators, employees (teaching or non-teaching), students and even
alumni need to support the universitys mission and vision. It also includes universitys
name, logo, and design; atmosphere inside the campus area, up to date facilities, and
its social media presence. Its common for universities to have strategic business unit to
handle its branding.
This context stated above makes the researcher believes the needs to study the
level of effectiveness of universitys marketing strategies on promoting brand image to
its respondents which is the students. Furthermore, how the business practices of
selected universities in Manila influence the decision of the students.
to minimize the possible loss due to low enrollment rate for the succeeding years
starting SY 2016. They must offer SHS to make up for possible profit loss in their
college level. Managing the effect of K+12 program on their workforce is very crucial.
Employment of faculty personnel is directly related to the courses offered and number of
student enrolled. Non-faculty personnel will be affected too. To deal with this business
problem, one of the practical ways is to transfer some qualified college faculty members
and let them teach in SHS. By transferring them, remaining college faculty members
can be proportionate on the number of college students enrolled. SHS faculty members
should be competent and well experienced in their field of expertise so they can provide
actual learning based on their experience.
With this, how universities and colleges will convince and persuade the JHS
students to enroll on their SHS?
Brand management is very valuable. Universities and colleges must increase their
brand awareness so the students are familiar in their quality of services. They can do it
by promoting using their mission and vision, emphasizing their suitable and friendly
learning environment, their student advocacies and community services, and their
quality education back up with their educational accomplishments locally and globally
on the previous years.
Their brand image must exclusive only for them. Successful use of advertising to
build their image and to what level of service they can offer. These images become their
own identity. An effective brand image takes them for growth and development in the
future. Thus, it becomes growing marketing strategy.
The most significant contribution of this study to the field of education, both for
secondary and tertiary level, is its search for data of marketing strategies that influence
students decision-making.
First of all, school administrators of universities located in Manila. It will collect data
on the accomplishment of influential strategies and practices in the field of marketing.
Also, university promoters can use this for clearer rational basis for understanding
students decision in choosing certain university.
In addition, it will be an invitational research for further research for continuous
development on improving a brand image for universities. Findings could serve as an
alternative template of addressing brand crisis and other issues related to brand
management for universities.
In the practices of concerned departments and marketing agencies, this study will
also help them to create more attractive, eye catching promotional materials and design
programs for student advocacies.
The researcher will only conduct this study on universities that have permits to offer
SHS. They must be established and nonstop operating until now for 50 years or more
and must be located in Manila Philippines. The respondents must be enrolled students
in SY 2017-2018 on SHS in qualified universities.
The timeline of the conduct of the study is from July 2016 to January 2018.
Respondents are randomly selected and proportionally distributed in all participating
universities.
Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter consists of related literature and studies regarding the business
practices of universities and colleges. Nevertheless, the focal point will be on the
for
our
own
lives
and
achievement
of
our
personal
aims.
(https://www.unite4education.org)
An education system with characteristics that may be considered of poor quality, in
terms of current thinking, can be a barrier to enrolment and completion. Families and
students who live in difficult circumstances will not spend financial and time resources
on an education that they do not consider to be of quality. (http://educateachild.org)
Learners who are healthy, well-nourished and ready to participate and learn, and
peace;
Processes
through
which
trained
teachers use
child-centred
teaching
58%
said
it
factored
into
their
decision.
(http://www.thecompleteuniversityguide.co.uk/)
Large colleges usually have more resources. This can include campus facilities such
as student housing, libraries, computer access, health centers, athletic facilities, culture
and entertainment. Large research universities also tend to have large budgets to invest
in faculty, classroom technology and research and development labs for science,
engineering and other fields of study. Perhaps most importantly, large institutions
usually provide more academic options, including hundreds of different majors and
concentrations. This can be especially attractive if you havent settled on a major or are
looking to pursue an interdisciplinary major. (http://www.educationcorner.com)
Some residence halls have jaw-dropping extras and luxury accommodations. Boston
Universitys Student Village, an apartment-style energy efficient high-rise, features a
media lounge, soundproof music practice rooms, and breathtaking views of the Boston
skyline and Charles River. Students at the Massachusetts Institute of Technologys
Simmons Hall can relax at lounges with flat-screen TVs and game consoles, watch
movies on a 12-foot screen, work out in a well-equipped gym, and even jump into a
giant ball pit. (Doug Podolsky, 2014)
The dormitory known as Apartment 5 at St. Leo University in Central Florida has a
fitness center, arcade gaming area, large saltwater aquarium, and a relaxation room
with state-of-the-art energy pods for napping. At the University of CaliforniaDavis,
residence halls have their own swimming pools, spas and private outdoor courtyards.
(http://www.usnews.com/)
Aside from university infrastructure, students must consider accommodation
particularly if they will be going away from their home. Also, surrounding amenities must
also take into account like shops, nightclubs and the launderette
Pricing Practices
Quality education comes with a price. Thus, millions of people around the world are
still underprivileged to be educated and mostly the reason is poverty. For few, its not an
excuse for them not to be educated.
Cost is one of the most important things to consider when choosing a college, and
you will need to determine how much tuition you can afford to pay prior to selecting a
school. The cost between public and private universities has risen considerably in
recent years. (http://www.collegequest.com)
Private schools are usually more expensive than public colleges and state
universities. However, private schools tend to have larger endowments and offer more
grants and scholarships. This can even out the cost of tuition to some degree. Tuition is
only about half of the overall cost of attending college. Housing, food, transportation,
books and other cost-of-living expenses contribute to a much higher sticker price. If
youre looking at schools in expensive cities like New York or Los Angeles, youre likely
to be paying 2 or 3 times more in rent. (http://www.educationcorner.com)
Most tuition discounts are offered based on financial need, not merit aid, the study
found. So revenue isnt collected or added back to the institution. Institutions, by and
large, have been treading water, Hamill says. The net tuition revenue the cash they
get from students and families to spend educating them has more or less kept pace
with inflation. (http://www.usnews.com)
Beth Kobliner, 2011 stated that we need to set up systems in order to get students
not just the education they deserve, but the financial aid they need.
A recent survey by The Higher Education Research Institute shows that the
availability of financial aid heavily influences college selection. 48% reported that a
financial aid offer was a very important factor, up from 33% in 2004. Overall cost is
considered as well. More than half of first-generation students indicated that the cost of
attending was a very important factor. Continuing-generation students consider cost
also, but at a lower rate only 43% rated cost as very important in their enrollment
decision.
Students who are very eager to finish their studies will do whatever it takes. Sadly,
for some reasons some students who have the opportunity to learn inside a school just
wasted their chances and take education for granted.
Student loans are available in two main forms: subsidized and unsubsidized. The
former means payment and interest are deferred beyond your school years and any
graduate education you undertake. The latter, unsubsidized loans immediately begin
accruing interest and are virtually no different than personal loans. Alternately, some
states offer scholarships that have certain requirements attached to them, such as the
William Winter scholarship loan program, which offers scholarships for Mississippi
education students that are converted to loans if the student does not become a
schoolteacher in that state. (http://www.ehow.com/about_6364095_college-financialproblems.html)
While many high school graduates pursuing their career and go on to college, some
of them decided to stop it. A 2011 National Center for Education Statistics report
estimates that only three out of every five four-year college students graduate within six
years. Most dropouts leave college before entering their second year, according to the
College Scholarships website, because of one or more influential factors. (Leonor
Crossley, Demand Media)
Children of families in the lower-income deciles and with less educated household
heads are vulnerable and less likely to attend school. (Maligalig, Caoli-Rodriguez,
Martinez, & Cuevas, 2010)
Pernas model indicates that the college choice process is influenced not only by
individual factors but also by broader social, economic, and policy contexts such as
state higher education policy as well as social and economic conditions.
Brand Image
Brand image is the current view of the customers about a brand. It can be defined as
a unique bundle of associations within the minds of target customers. In short, it is
nothing
but
the
consumers
perception
about
the
product.
(http://www.managementstudyguide.com)
For Kapferer (2008) the brand is a source of influence; a system of interconnected
mental associations (brand image) and relationships.
The brand and what it represents is the most important asset for many companies
and is the basis for competitive advantage and profits Keller (2009). For Strizhakova
and Price (2008), Srivastava and Gregory (2010) and Kapferer (2008) branding
strategies are developed by the organisation, for the product, in order to position and
identify the brand with positive product benefits to attract potential customers, create
brand awareness and to increase profitability.
The area of branding has emerged to a top priority for management in the last 20
years. In fact, brands are one of the most valuable intangible assets within a firm (Keller
and Lehmann, 2006). Dawar (2004) concludes that brands are an indispensable part of
modern business and he also states that for many companies, brands are their most
valuable assets.
Consistency: This is one of the most important branding principles for any
organisation. To become consistent organisations should leverage this with a
holistic approach, far beyond the product or brand. It affects each and every
way, that it enables stakeholders to position the brand relevance in their mind.
Continuity: Stakeholders (people) trust the brand that it will deliver whatever it
promised based on past experience, they know what to expect. Hence,
continuity is an important principle to develop brand equity and trust on the long
term. Visibility: Brand visibility is all about increasing brand exposure and
developing brand awareness.
Brand building requires a long term vision and planning, supported by top
management and executed thoroughly across all managerial processes. To embed
brand consistency and brand clarity in the strategy process Kotler and Pfoertsch (2006)
argue to follow a fivestep brand building process: (1) brand planning, (2) brand analysis,
(3) brand strategy, (4) brand building, and (5) brand audit. (See figure 2)
Conceptual Framework
This study focuses on the development of marketing strategies in building brand
image.
Figure 1 shows the conceptual paradigm of the study that will help the researchers
understand the topic accurately.
The input of the study is the profile of the respondent, the process is the customers
perception and level of influence to respondents, and the output is enhanced marketing
strategies developing brand image.
Customers
perception:
Quality
Education
Facilities &
Equipment
Student
Services
Enhanced
marketing
strategies
developing
brand image
Profile of the
respondents:
Gender
Course
Year Level
Level of
influence:
Pricing
Practices
Geography
Brand Image
Definition of Terms
Accommodations a place to stay and will provide comfort and security for students
whos staying inside the campus premises
Financial aid financial support from government, scholarships, or from other third party
Geography schools location and its surroundings
Student organizations a society operated by students at a university or a college
institution, whose membership typically consists only of students and/or alumni.
Chapter 3
METHODOLOGY AND PROCEDURE
This chapter discusses the methods and the procedures used to show the significant
steps taken by the researchers of this study. It includes the methods of the research to
be used such as comprehensive description of research design, respondents of the
study, sample and sampling techniques, the instruments and techniques to be used in
the validation of the instruments, data gathering procedures and the statistical
treatment that is applied in the gathered data.
Research Design
The researchers decided to use a descriptive type of research in this study.
Descriptive research describes data and characteristics about the population or
phenomenon being studied. It is also the gathering and presentation of the statement of
fact. Through descriptive method of research, the researchers answered the problems
and objectives stated at the beginning of the study.
The study aims to examine students perspective in business practices of selected
universities in Manila to determine the influence in the decision making of choosing
which university to enroll . Therefore, the study is not bent on the introduction of
extraneous variables that may affect the relationship of the existing variables within the
study. The survey method that is utilized is done through the questionnaire method the
use of questionnaires to collect information from the sample. The researcher used a
questionnaire in order to be able to gather data more accurately with the least amount
of time and hassle for the subjects in order to maintain the candour of the responses.
The survey method was perceived as fitting for the objectives of this study as it seeks to
distinguish data within certain parameters, thereby creating a solid approach to the
collection and gathering of needed data.
The ethics applied in the research is the awareness of the researcher to have the
responsibility to ask permission to the university about the research to be conducted.
This includes the reputation of the universitys name that the researcher needs to be
careful with. Further steps should be taken to control the information that we are giving
to the respondents. The information have to be genuine and reliable and given without
intention to change the thought of the respondents.
Research Locale
The subject of the research is all about marketing strategies in developing brand
image of selected universities in Manila. The researcher will distribute equally the 50
questionnaires among the 5 selected Universities in Taft, Manila that offers K+12
program, Senior High School.
Sampling Techniques
The researcher will used Stratified Sampling technique. A target of 10 studentrespondents per University will only be selected. Student-respondents who are currently
enrolled in Senior High School are the only qualified respondents.
Research Instrument and Techniques to be used
This contains the instruments that were used by the researchers in collecting data
and information.
a Survey Questionnaire. The primary research instruments used for collecting
and generating data is the survey questionnaire. This is formulated to obtain
information for assessment. Questions are constructed with multiple choices
to encourage respondents to answer and express views and opinions to the
question raised. Questions are formulated based on the statement of the
problem posed in the study.
Statistical Tools
1 Percentage. This is an expression of the proportion of the population
corresponding to a particular variable custom. This was used to present the
profile of the respondents, and the possible problems that the respondents
might encounter.
% = f/n x 100
Where:
% = percentage
f = frequency
n = total number of respondents
2 Weighted Mean. This is the measure of central tendency for a set of
opinions. This was adopted to establish the weighted means of the values
and attitude of the respondents. The formula would be:
x = fx / N
Where:
x = weighted mean
f = frequency
x = scale rate
fx/N = sum of all the population
N = total number of respondents
3 Likert Scale. This served as the basis of interpretation of the results that
were arbitrarily prepared. The weighted mean of the evaluation is interpreted
based on four point Likert scale shown below.
Scale Value
Mean Range
Interpretation
1.00 1.50
Strongly Disagree
1.51 2.50
Disagree
2.51 3.50
Agree
3.51 4.00
Strongly Agree
4 ANOVA-test. The ANOVA test will be used to determine whether there are
any statistically significant differences between the means of studentrespondents from five Universities. The formula that will be used follows:
Degrees of
Source of
Mean Squares
Sums of Squares (SS)
Freedom
Variation
(df)
Between
k-1
Treatments
Error (or
N-k
Residual)
F
(MS)
Total
N-1
where:
X = individual observation,