School of Business and Economics

Department of Business Administration

2nd Semester A.Y 2016-2017

Mark 34: Advertising (Integrated Marketing Communication)

Campaign: We build smiles.

Submitted by:

CABAG-IRAN, FRANZ DARWIN T.

COROMINAS, SHAINA LOUISE R.
DELANTAR, PAULINA CHRISITINE O.
SEGUI, JOHANNA PRINCESS

Submitted to:

DR. EMMYLOU LLORCA

Professor

March 2017
Table of Contents
 I. Executive Summary
II. Situational Analysis
a.) Service Analysis
b.) Market Analysis
c.) Competitive Analysis
III. SWOT Analysis
IV. Objectives
V. IMC Strategies and Tactics
a.) Creative Strategy
b.) IMC Media Application
VI. Target Audiences
VII. Timetable
VIII. Budget Utilization
IX. Statement of Evaluation
X. Appendices

I. Executive Summary

This Integrated Marketing Communications plan objectively aims to promote Bachelor of

Science in Tourism Management to the upcoming Senior High Students. The government

proposed adaptation of introducing K-12 curriculum in the previous administration and this year

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it has been implemented. Senior High school student population has been increasing and even

the students after them.

The researchers have provided information about the services the Bachelor of Science in

Tourism Management has to offer. Many tourists have been eyeing Philippines as their spot for

vacation and even a retirement place to enjoy. The opportunity to learn about the culture of

foreigners and to work abroad is a possibility. University of San Carlos has always been very

passionate about making students who are competent, stewardship and in unity to other people,

you are molded to stand up and communicate with other people in your journey.

This plan aims To speak with senior secondary school students which are incredible

recipients in understanding tourism understanding with help of scholarly arranging to exposing

them to actual transactions by improving the strengths the University of San Carlos has and meet

the weaknesses decreasing them, welcome opportunities and face the threats. Energizing and

influencing graduating senior secondary school students by offering to them the benefits they

could acquire if they BS Tourism Management. To upgrade the understudies' appreciation of

creating tourism encounters. To increment BS Tourism Management's mindfulness among other

offered programs.

Introduction

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 Bachelor of Science in Tourism Management is a four-year school course prescribed for

individuals who needs to have a vocation in the field of Tourism and Event Management. This

course prompts to mastery in administration of visit working organizations, and different

employments in the tourism and hospitality area. In contrast with BS Tourism which is centered

around history, travel, dialect and other social parts of this field, BS in Tourism Management

focuses on the corporate and administrative side.

The BS in Tourism Management course comprises of a few CHED-ordered general

subjects, while the concentration of the review is on the authoritative part of Tour Operating

business, especially enterprise and exchange arranging. The educational programs likewise

incorporates operational capabilities, occasion administration classes, speculation, advertise

study and that's only the tip of the iceberg. The blend of speculations learned inside the

classroom and at work preparing will set up the understudies to be comprehensively aggressive

in tourism administration operations.

Brief History

In 2004, the Home Economics, Hotel Restaurant Management, and Nutrition Department

were exchanged to the College of Commerce under the Department of Hospitality Management.

This was molded by the curricular realignment as coordinated by the Commission of Higher

Education. Begun in that year, the Apprenticeship by Experience program, which was made

conceivable through the collaboration of Superferry of the Aboitiz Transport Group, presented

practicum understudies to ocean based lodging. In 2005, the Bachelor of Tourism Management

program opened with 97 understudies. This was likewise the year when the International

Practicum Training Program (IPTP) to the United States and Singapore began. To date, there are

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26 understudies in the (IPTP) USA program; some of them in Virginia (Seaworld) and Florida

(Busch Garden). The Department of Hospitality Management has very nearly 600 understudies

as of the second semester of school year 2005-2006.

II. Situational Analysis

In this section you will see an outline of the current conditions BS Tourism Management is

confronting it tackles:

a) Service analysis
b) Market analysis
c) Competitors analysis
d) Consumer analysis

a.) Service Analysis

Philippines is famous for its gift of tropical climate many foreigners find great for

vacation. Picturesque places like the Chocolate hills of Bohol, breath-taking seas of Palawan,

nostalgic ambience of Vigan and all other spots that give even the locals wanderlust. Filipinos

are also known for their hospitality. Foreigners find Filipinos very fun to be with, very warm and

these two are mainly the reasons why foreigners keep coming back along with other factors. Last

year tourist arrivals increased at 4.27% according to Department of Tourism that could be aid in

progressing Philippine economy providing job opportunities and start-up businesses.

Tourism Management comes to picture where it gives students exposure in promoting

Philippines topography, integrate administrative approach in connecting with people and

experience access to culture diversity. This program gives you the confidence, correspondence,

cooperation, authority, time administration, and between social comprehension. You'll profit by

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direct industry engagement through visitor speakers, volunteer open doors and work involvement

with neighborhood organizations and other industry-centered exercises. Expand your experience

by concentrate a segment of this program abroad with the Study Overseas program.The BS in

Tourism Management course comprises of a few CHED-ordered general subjects, the

educational modules likewise incorporates operational abilities, occasion administration classes,

speculation;market study and the sky is the limit from there. The mix of hypotheses learned

inside the classroom and at work preparing will set up the understudies to be all around

aggressive in tourism administration operations.

b.) Market Analysis

This section contains information about the market for the Integrated Marketing

Communication plan:

Geographical The Department of Tourism Management is situated at the Michael

Richartz Building of the University of San Carlos Talamban Campus, Talamban Cebu City.

Found in the same building is the biggest Audio Visual Room of the university and a museum.

Demographics There are two target audiences. The first audiences are the parents,

since they serve as the main influencer of their childrens career. The second audiences are the

senior high school students who are still undecided on what course to take after they graduate

secondary school.

PsychographicsStudents enrolled in the course perceives an exciting learning

experience and a great deal of mingling with individuals and opportunities to learn foreign

dialects. Most of the students who wish to enroll in this course or are already enrolled in the

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coursehave a passion for travel. Most of the tourism students are locals and some are from the

provinces.

Competitive Analysis (SHAINA)

Consumer Analysis

Parents who aspire to invest in their childs quality education in the university, to help

their child become competent in every field of desire, humble in every victory and noble to every

people he meets. The parents who are earning middle to high are financially capable of meeting

the monetary necessities. Students who have moved up to the recently implemented k-12

education approach has increased in both public and private schools. Surveyed by the

Department of Education June of last year 701,536 of the Grade 11 understudies either are

enlisted in government funded schools, in DepEd-run schools (690,602) or in state funded

colleges and universities (10,934). Around 337,511, in the mean time, contemplated in non-

public schools.

The vast majority of the students likewise picked the scholastic track (629,703 students),

trailed by the specialized professional business track (404,932 students), human expressions and

configuration track (2,835 understudies), and the games track (1,577 track).The incoming

students who want to nurture in tourism, culture and diversity, organizing administrative

relations and occasions are welcome to enroll.

III.SWOT Analysis KAILANGAN MATRIX JD (JOHANNA NI)

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STRENGTHS

Helps senior high school students at the same time their parents to consider taking the

course Bachelor of Tourism Management

WEAKNESSES

Some students might be passive in considering an option of helping them choose a

program and look for a job instead

Not enough data that could question their way of understanding

OPPORTUNITIES

Gain different Experience through different places

To work in a vibrant and welcoming environment in sectors such as transport, hotel and

restaurant, tourism, travel and more.

More job opportunities

THREATS

Growing competition from nearby public and private universities in Cebu City.

IV. Objectives

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 1. To communicate with senior high school students which are great beneficiaries in

understanding tourism understanding through objective academic planning

2. To encourage and persuade graduating senior high school students to enroll in BS

Tourism Management.
3. To enhance the students comprehension of creatingtourism experiences.
4. To increase BS Tourism Managements awareness amongst other offered programs.

V. IMC Creative Strategies and Tactics

A.) Creative Strategy

It is necessary for this IMC to manifest diverse ways for a business or association to impart

about itself, its items or its administrations. It incorporates showcasing, publicizing,

advancement, advertising and public relationsboth social and conventional media techniques and

strategies.It ensures the market to be informed of what BS Tourism Management is about.

1. Make BS Tourism Management brand identity

- One of the goals of this IMC Plan is to make known BS Tourism Management to our

market and that is by understanding the programs vision and mission statement. Students

must comprehend what the course sees its students and the disciplines of it. In addition,

making a logo would also help in making the market remember BS Tourism

Managements value.
2. Penetrate Social Media
- Technology is undeniably a helpful tool when it comes to marketing. Making a website

could also do the trick. Many people nowadays are into social media it only takes on

click away to make them notice the programs advertisement; make a blog about the

programs information, reviews, benefits, tape an informative video and make a Facebook

page.

3. Incorporate Conventional Media platforms

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 - Newspapers, Posters, Flyers, Brochures, Radios, Magazines are also helpful in

promoting BS Tourism Management program these media are helpful since one of the

target market are parents which some of them are not into social media.
4. Publicize through Public Relations
- School Caravans and giving of brochures and flyers, organizing seminars which could

also exercise one BS Tourism Managementskill. Help LGUs by planning a welcome tour

for tourists, connect with business to sponsor for scholarship grants.

B.) Media Application

With the utilization of IMCtools we will have the capacity to hone our objectives to connect

with our intended interest group.

Posters Posters are known to be an effective tool in advertising because it adds

exposure and it is noticeable to the public, we will be placing posters in different schools

and establishments nearby.

Social Media These days, social media is also considered one of the most effective tool

as it easily communicates information to the crowd. It builds bridges and connects people

that may not be our target market. We will be using Facebook and Youtube for short

videos since they have a larger network towards the target market.
Newspapers As innovation keeps on modernizing how data is gotten to, there are still

data that can't be found in the modern technology. We will be using newspapers since

parents are still relying on newspapers every day, also most of them dont use social

media.
Tarpaulin We will be using tarpaulins since they are eye catching on streets, beside the

nature of the limited time content, the material utilized on the tarpaulins are additionally

imperative to make it successful.

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 VI. Target Audience
The parents of the students who will invest in high quality education
The graduating high school students who have not yet decided on what program to take

after graduation

Positioning

BS Tourism Management values students who are competent and socially responsible

graduates who take pride in creating, actualizing tourism campaigns, sorting out

occasions and taking after authoritative approaches, controls and techniques.

VII. Timetable

ACTIVITIES 2017

JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC

Planning

Research and gathering of

data

Designing of advertising
tools

Poster
Tarpaulin
Facebook Page
Youtube Preview
Video
Newspaper
Article

Finalizing design of tools

Choosing schools for

proposal

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 ACTIVITIES 2018

JAN FEB MAR APR MAY JUN

Gathering of
additional data

Phone call chosen

school for approval of
tour (20 schools)

Create/Publish:

Poster
Tarpaulin
Facebook
Page
Youtube
Preview
Video
Newspaper
Article

Posting media tools

on
school/establishments:

Poster
Tarpaulin
Facebook
Page
Youtube
Preview
Video
Newspaper
Article

Visit to schools for

orientation and survey.

Career Talk

Giving of brochures and

flyers

Receive feedbacks

Asses feedbacks and

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amend situation

VIII. Budget Utilization

Mateials Cost
Posters (95 pcs)

Tarpaulin (25 pcs)(Php 340) (4x3)

Social Media
Facebook
Youtube

Newspaper ad (publisher)

IX. Statement of Evaluation

X. Appendices

POSTER:

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BROCHURE

Front

Back

Brief Description

Bachelor of Science in Tourism Management is a four-year school course endorsed for

people who needs an employment in the field of Tourism and Event Management. This course

prompts to dominance in organization of visit working associations, and distinctive businesses in

the tourism and cordiality range. Conversely with BS Tourism which is revolved around history,

travel, tongue and other social parts of this field, BS in Tourism Management concentrates on the

corporate and managerial side.

Faculty

Joseph S. Villanueva, PhD BA, Chair, Department of Hospitality Management

Dr. Cecil S. Gantalao, Hotel and Restaurant Management

Clifford A. Villaflores, Hotel and Restaurant Management

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 Jose Randy R. Lupango, Hotel and Restaurant Management

Ruby S. Melchor, Tourism Management

Alain Vincent D. Po, Tourism Management

School Facilities

School Building

School provides great infrastructure and astounding facilities to students.

School building comprises of at least 4 floors each building in the school premise.

All the classrooms are open and all around ventilated and furnished with open to

sitting courses of action.

School Library

School has extremely extravagant and rich library with around 20,000 of

books. To instill propensity for perusing among Students National or Local

Newspapers and Magazines or Journals are subscribed to. Also the University of

San Carlos has the biggest Library whole throughout the Philippines.

Laboratories

The School has the following labs with all essential equipment;

Physics
Chemistry
Biology
Home Science
Geography
Computer

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 School Canteen
A rich inbuilt canteen prevails in the school premises to facilitate students

to buy eatables during lunch break for Hostellers in evening.

School has an ECO Friendly Ambiance which involves Trees lush green gardens

with different plants and flowers add to the beauty of the school. Also for students

tree plantation programs is organized specifically located in Talamban Campus to

make them aware about their environment and hazards of Global warming time to

time.

Arrangement for the drinking water and wash room facilities are provided

according to the strength. A comfortable staff room, clinic and administrative

block exist in the school with all required facilities. An activity hall is also

available for conducting Inter House and Inter Class activities.

Hostel Facilities
Schotel is available for the school guests check ins. Rooms in Hostels are

spacious with ample supply of hot and cold water, high quality facilities run by

the administration. Well ventilated modern room, dining hall equipped with sitting

capacity of approximately 6 guests per table. Balanced diet is provided under

hygienic conditions. The food is prepared according to the menu proposed by the

students. Wash rooms in the hostels are neat and clean. Newspapers and

Television are provided in the recreation room and many more.

Admission Requirements

For Freshmen:

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 Result of USC Entrance Examination

High School Card

Certificate of Good Moral Character

Birth Certificate authenticated by the National Statistics Office

Interview by the Department Chair

Have good communication skills in English

Student orientation with the parent or guardian

For Shiftees:

Grades from previous course

Change of Curriculum form

Recommendation for the Office of Student Affairs

Clearance from the USC Accounting Section

Letter of permission to shift signed by a parent or guardian

Interview by the Department Chair

Student orientation with the parent or guardian

For Transferees:

Credentials from previous school

Certificate of Good Moral Character

Recommendation from the Office of Student Affairs

Interview by the Department Chair

Student orientation with the parent or guardian

Career Opportunities
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 People who hold a degree in travel and tourism adminisitration may work as travel

agents, hospitality administrators or travel coordinators. These vocation fields are relied upon to

see low development or even decrease, yet opportunities might be accessible with bigger issues

establishments. Travel agents help voyagers with all parts of arranging an outing, including

flights, facilities and auto rentals. While travel coordinators are the ones who organize Travel

organize the travel arrangements of corporations or large organizations, such as universities and

non-profits. Their job duties may include booking flights on commercial or private jets, reserving

conference rooms, forwarding information to the appropriate personnel and supervising support

staff.Hospital managers managers may be referred to by other titles and are responsible for

operating hotels, motels and resorts. These people might be proficient about climate, traditions

and vacation spots of well known goals.The way education and training requirements vary based

on position and company. It also prepares you to work in such areas as a travel agency, a hotel,

airport or other accommodation centered region. Degree levels differ depending upon the

vocation, however these employments require a specific subset of learning and the capacity to

multitask and communicates clearly with clients.

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 I N T E G R A T E D

M A R K E T I N G

C O M M U N I C A T I O N S

P L A N

Submitted to:

DR. EMMYLOU LLORCA

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