THE INTEGRATED MARKETING COMMUNICATION PRACTICES OF

USJ-R ETEEAP CEBU

__________________

A Project Study

Presented to the ETEEAP Faculty of

University of San Jose-Recoletos

Cebu City, Philippines

__________________

In Partial Fulfilment

Of the Requirements for the Degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MARKETING MANAGEMENT

__________________

By

CHRISTINE MARIE A. MOLINA

March 2020
 2

APPROVAL SHEET

This project study entitled THE INTEGRATED MARKETING COMMUNICATION

PRACTICES OF USJ-R ETEEAP CEBU prepared and submitted by CHRSITINE

MARIE A. MOLINA in partial fulfilment of the requirements for the degree,

Bachelor of Science in Business Administration Marketing Management is

hereby accepted and recommended for Presentation and Oral Examination.

DR. JONNICKO CAMPANER DR. ADELA C. CATIPAY

Adviser ETEEAP Director

ACCEPTED as partial fulfilment of the requirements for the degree of

Bachelor of Science in Business Administration Marketing Management.

PAJARES

Dean, College of Arts & Sciences

DR. EDGAR R. DETOYA, CPA
Dean, College of Commerce

APPROVED by the tribunal at the Oral Examination with the grade of ________.

___________________________
Member

DR. GLENN G. PAJARES

DR. EDGAR R. DETOYA, CPA DR. VICTORIA D. GABISON
Member Member

DR. ADELA C. CATIPAY

Chairman
 3

ACKNOWLEDGMENT

Heartfelt gratitude is due to the entities and persons who have extended

their assistance in making this study a reality.

To Dr. Jonnicko Campaner, the researcher’s adviser for sharing his time

and expertise; the following Panel of Examiners: Dr. Victoria D. Gabison, External

consultant; Dr. Edgar R. Detoya, CPA, Dean of the College of Commerce; and

Dr. Adela C. Catipay, ETEEAP Director, for their wisdom and valuable

suggestions; the ETEEAP faculty experts, facilitators and staff for sharing their

insights and assistance;

To the University of San Jose Recoletos Main ETEEAP for allowing the researcher

to conduct the study. All the respondents, for their patience and cooperation in

sparing a part of their time in answering the questionnaires;

To the researcher’s family, relatives and friends for their unqualified support and

fervent prayers; and all those who, in one way or another helped in making this

study a reality; and most of all, to the Almighty Father for all the graces and

guidance.

CHRSITINE MARIE A. MOLINA

Researcher
 4

TABLE OF CONTENTS

CHAPTER PAGE

I THE PROBLEM AND ITS SCOPE 1

INTRODUCTION

Rationale of the Study

Theoretical Background 3

Flow of Research Process 8

Flow Chart 9

THE PROBLEM 10

Statement of the Problem

SIGNIFICANCE OF THE STUDY 11

The Administrator

The Student

The Researcher

The Future Researcher

RESEARCH DESIGN 12

Research Method

Research Environment

Research Respondents 13

Research Instrument

Data Gathering 14

Data Treatment
 5

DEFINITION OF TERMS 16

II THE DATA 18

Table 1 Sales Promotion 19

Table 2 Direct Marketing 20

Table 3 Digital Media 21

Table 4 Public Relation 22

Table 5 Offline Media 23

Table 6 Summary Table 24

III THE PROPOSAL 26

Proposal Title

Rationale

Proposal Design 27

Proposed Action Plan 28

Budgetary Proposal 35

IV SUMMARY, FINDINGS, CONCLUSION AND

RECOMMENDATION 36

BIBLIOGRAPHY 39

APPENDICES 41

Transmittal Letter 42

Editor’s Certification 43

Questionnaire 44

Curriculum Vitae 49
 6

LIST OF TABLES

TABLE TITLE PAGE

1 Sales Promotion 19

2 Direct Marketing 20

3 Digital Media 21

4 Public Relation 22

5 Offline Media 23

6 Summary Table 24
 7

LIST OF FIGURES

FIGURE TITLE PAGE

1 Research Flow Chart 9

2 Research Environment (Location Map) 12

 8

CHAPTER I

THE PROBLEM AND ITS SCOPE

INTRODUCTION

Rationale of the Study

For any business to be successful in the industry, a good marketing strategy

should be acquired to communicate and make well-known products and services

to the consumers. A good marketing strategy means success to the business while

a poor one would lead to damnation of the company. Marketing communication

played a very big contribution in the success of [a lot of companies before up until

this day. Though this does not mean that what was used before will still be

appealing to the consumers nowadays. Developments should be done to a

company’s marketing strategy and a knowledge in using the technology properly

would be of great help.

As a way of helping qualified individuals who feel like they cannot succeed

in life because of poverty, University of San Jose Recoletos introduced the

program Expanded Tertiary Education Equivalency and Accreditation Program

well known as ETEEAP for seventeen years now. This program was launched in

the year 2002 and had been sending graduates to become successful in the field

they’ve chosen a lot of students would want to be part of this program but there is

a qualification one must meet in order to be accepted. Qualified students are

trained in their line of expertise and will graduate once they have completed the

course. Right after, they will be sent out to different companies to work and
 29

practices what they’ve learned in their studies. This program is a big help to

individuals who had been working for a long time in the company but are hindered

from occupying higher positions just because they are not degree holders. This

gives people another chance to continue their studies and earn the degrees

they’ve been wanting for a long time.

USJ-R’s ETEEAP has been existing for quite a number of years but it is not

that well known to some people. This focus of this study is to find solutions aims

to strengthen the marketing strategy of the program to make it more appealing to

students and encourage others to be helped by the program in achieving their

goals in life. The program had been using a certain marketing strategy but with the

advent of technology and with the new generation nowadays, there is a need for

the program to cope up with these changes and compete with what others has to

offer.

In this study, the researcher compiled and introduced different marketing

strategies such as sales promotion, digital media, offline media, public relation and

direct marketing to promote the program and see which one is the most effective

to students that will encourage them to be part of the program. The result of this

study will be of great help to the management to identify what will be best for the

program so they can make changes and make better the kind of services they offer

to those who are interested with the program. Hence, they can continue providing

services to people in the best way that they, bearing in mind the convenience of

others.
 10
3

Theoretical Background

Integrated Marketing Communication (IMC) is a concept which ensures that

all forms of communication are carefully linked together. This is to integrate all the

promotional tools so that they work together in harmony. Larry Percy (2014)

defined Strategic Integrated Marketing communications a concept linking together

messages and all forms of communication. Marketing strategies are used to

optimize the communication of a consistent message of the company’s brand to

stakeholders.

In the year 2016, Belch G.E. & Belch M.A defined Integrated Marketing

Communication as a holistic planning process that focuses on integrating

messages across communications, disciplines, creative executions, media timing

and stakeholders. An integrated approach has emerged as the dominant approach

used by companies to plan and execute their marketing communication programs.

In short, integrated communication strategy makes life so much easier, convenient,

faster and better.

Strategic Integrated Marketing communication is also defined by Kitchenn

& Burgman (2015) as a coupling method which improves communication as it

harnesses the benefits of each channel, which when combined together, builds a

clearer and vaster impact than if used individually. It creates a greater effect to

consumers when used properly and well to ensure that consumers will appreciate

and buy the products that the company introduces.

 11
4

Kelsey Taylor who published the “Eight Examples of Integrated Marketing

Communication (IMC) Tools” quoted that the integration of marketing tools such

as advertising, sales promotion, direct marketing, online marketing or digital

marketing, and public relations, including the traditional way through the use of

print media, ensures the success and development of every company. This had

been widely used by a lot of companies and as time passes by a lot of different

terms have been used to describe the different types.

First is Sales Promotion, as defined by The American Marketing

Association is something which refers to the sales activities that supplement both

personal selling and advertising that coordinates them. This kind of advertisement

will be effective through displays, shows, expositions, demonstrations and other

non-recurrent selling efforts in the ordinary routine.

According to Chitty, Luck, Barker, Vallos & Shimp (2015) Sales

Promotion is an incentive used by manufacturers to encourage distributors and

consumers to buy the brand. Sales promotions are designed to create short term

consumer responses, occasionally used to create longer term, loyalty and brand

preference. Moriarty, Michell & Wells (2015) mentioned that sales promotion is

when a marketer increase the value of its product or brand by offering an extra

incentive when purchasing it. In addition, it works with other aspects of the

marketing mix to motivate consumer action and maximize marketing investment.

The main purpose of Sales Promotion is to persuade target or potential customer

to buy the product which can lead to a long-term customer loyalty.

 12
5

Next is Direct Marketing, organizations communicate directly to pre-

selected customers and supply methods for a direct response. As defined by

Chitty, Luck, Barker, Vallos & Shimp (2015), Direct Marketing involves the use

of several media to transmit messages that encourage purchases. It is facilitated

by increasingly sophisticated practice of database marketing. This type of

marketing communication campaign do not rely on advertising in mass media, it

delivers through sales pitches by mail, by phone or by email. The numbers of

pitches can be sent massively, an attempt is often made to personalize the

message, inserting the recipient of the message is

urged to immediately respond by calling a toll free number , sending in a reply card

or clicking on a link in an email promotion. This tool is commonly used nowadays

especially with the advent of technology and with a strong internet connection,

people can immediately reach out their friends and colleagues wherever they may

be in the world.

Another tool of integrated marketing communication is the Digital

Marketing. As defined by Chitty, Luck, Barker, Vallos & Shimp (2015), Digital

Marketing is the most dynamic area of mastering communication. Marketing digital

is less cluttered and potentially more effective than traditional media. According to

Investopedia, some marketing experts consider digital marketing to be an entirely

new endeavor that requires a new way of approaching customers and new ways

of understanding how customer’s value compared traditional marketing. It is further

explained that digital marketing has specific target customers which are interactive
 136

More so, Dave Chaffey & P.R. Smith (2017) stated that Digital Marketing

is formerly referred to as the E-marketing or Internet Marketing. It is the heart of

digital business - getting closer to customers and understanding them better. This

is also adding value to products, widening distribution channels and boosting sales

through running digital marketing campaigns using digital media channels such as

search marketing online advertising and affiliate needs, sales and managing after

sales service. Digital marketing is a way of thinking, a way of putting the customer

at the heart of all online activities, getting different user groups to test websites on

different browser in different setting on different communication.

Next to digital marketing is Public Relation. Moriarty, Mitchell & Wells

(2015) define public relations as a fundamental communication discipline covering

a wide range of functions that help an organization connect with people it touches.

These functions include internal, relations, publicity, advertising, press gentry,

public affairs, lobbying issues management, investor relationship and

development. It also further explained that public relation used to generate good

will for an organization whose mission is as broad in scope as the definition

suggests: “Public relations is the management function that established and

maintains mutually beneficial relationship between an organization and the public

on whom its success or failure depends”.

As stated by Chitty, Luck, Barker, Vallos & Shimp (2015),

PublicRelation has a role to develop positive relationships between the company

and a range of public whose actions can influence the ultimate success of a

company. In a wider perspective which views customers, a company’s success

 147

can also be influenced by their employees, potential recruits, suppliers,

distributors, stake holders, regulators, government trade media, citizen and action

group.

Print Media is one of the oldest and basic form of communication which

includes newspapers, weeklies, magazines, monthlies, banners, graphic posters

and other forms of printed materials. Print Media advertising offers advertisers the

opportunity to target different readerships, with advertising costs of reaching their

target audience using circulation figures and readership research from individual

media or industry groups such as the Association of Magazine Media or the

National Newspaper Association.

According to Chitty, Luck, Barker, Vallos & Shimp (2015), print is used

as a marketing communications medium which evaluates the different forms of

media often used to support communication campaign such as out of home (OOH)

billboards, social media, packaging - using the VIEW model – and point of

purchase (POP). These forms of support media work extremely well when used in

conjunction with the mass media. This type of communication offers more cost-

effective opportunities to reach target markets than relying solely on broadcast

media.
 158

Flow of the Research Process

The research flow chart shows the development of the study. The chart has

graphical symbols presenting a procedure which consists of the Input, the Process

and the Output.

The Input of the study aims to determine the effectiveness of each

marketing communication practices of USJ-R ETTEAP Cebu in terms of Sales

Promotion, Offline Media, Digital Marketing, Direct Marketing and Public Relation.

The Process part includes the Formulation, Finalization, Distribution and

Retrieval of the Questionnaire.

The Output shows the proposed action to strengthen the marketing

communication strategies of USJ-R Cebu.

 PROCES
INPUT OUTPUT
D
E
S QUESTIONNAIRE
C
R
I -FORMULATION
P -FINALIZATION
T ADMINISTRATION
PUBLIC RELATIONS -RETRIEVAL
I
V
PROPOSED
E
INTEGRATED
The
Integrated S
SALES U MARKETING
Marketing DATA
R
Communicati PROMOTION V COMMUNICATIO
on Practices E
of US-JR Y -TABULATION
ETEEAP Cebu -PRESENTATION N STRATEGIES
M -ANALYSIS
E -INTERPRETATION
DIRECT T
H
MARKETING O
D

FIGURE 1
169

ResearchFlow Chart
 17
10

THE PROBLEM

Statement of the Problem

The study seeks to evaluate the effectiveness of the Integrated Marketing

Communication Practices of USJ-R ETEEAP Cebu.

In order to attain objectives, the following questions would be asking.

1. How effective is the Integrated Marketing Communication practices of USJ-R in

the areas of:

1.1 Sales Promotion;

1.2 Direct Marketing;

1.3 Digital Marketing;

1.4 Public Relation; and

1.5 Offline Media?

2. Based on the finding of the study, what recommendations can be proposed

further improve the Integrated Marketing Communication Practices of USJ-R

ETEEAP.
 11
18

SIGNIFICANCE OF THE STUDY

This study will benefit the following sectors.

The Administrators

The findings of the study will help the university to strengthen the marketing

communication practices of USJ-R ETEEAP, thus this will determine necessary

marketing communication campaign for further improvements.

The Students

The study will benefit the students as they will obtain full knowledge about

the program even without asking from anyone.

The Researcher

The research study will help the researcher in acquiring communication

strategies and help to determine the effectiveness of each tool. The researcher

can also suggest and help address certain problems in the institution to further

expand the communication of the program.

The Future Researchers

The study will benefit the future researchers as they can use it to commence

any related research studies that they will choose in the future. They can refer and

use the actual data in this study as a reference to verify the accuracy of the

information in their study.

 19
12

RESEARCH DESIGN

Research Method

The research study is about the different marketing communication

practices of US- JR ETEEAP, utilizing the descriptive survey method with the use

of researcher- made questionnaire as an instrument for data gathering.

Environment

University of San Jose Recoletos(USJ-R) is one of the oldest universities in

Cebu City. Formerly known as Colegio de San Jose Recoletos and considered as

one of the best universities in Cebu.

The ETEEAP program of USJ-R has been operating for seventeen (17)

years now and counting. The university continues to strengthen this program in

helping qualified individuals to achieve their goal in completing their studies.

Figure 2: Location of USJ-R Main

 20
13

Respondents

The respondents of this study were hundred ETEEAP students, which forms

the USJ-R ETEEAP batch 17 of this year. They are currently enrolled in the

different department such as: College of Arts and Sciences, College of

Engineering, College of Education and College of Commerce. The survey

questionnaire were distributed with the help of the ETEEAP office staff and a

survey was conducted to other ETEEAP students online.

Research Instrument

The data were collected using the survey questionnaire which was created

to assess the marketing communication practices of US - JR ETEEAP program.

The questionnaire uses a scale to determine the effectivity of the school’s existing

programs.

Scale Range Descriptions Interpretation

4 3.26-4 Very Effective The item identified meets the

(VE) expectations of the students at all time.

3 2.51-3.25 Effective (E) The item identified meets the

expectations of the students most of the

time.

2 1.76-2.50 Less Effective The items identified sometimes meets

(LE) the expectations of the students.

1 1.0-1.75 Not Effective The item identified does not meet the

(NE) expectations of the students.

 21
14

Data Gathering

Before the gathering of data, the researcher seeks the approval of the

University of San Jose Recoletos (USJ-R) Expanded Tertiary Education

Equivalency and Accreditation Program (ETEEAP) to conduct the study. The letter

request was addressed to the university ETEEAP office to verify the approval of

the study.

After the grant of the request, the researcher starts to distribute the survey

questionnaires to the ETEEAP students. Once done, the presentation, analysis

and interpretation will be made base from the results of the data gathered

Data Treatment

To quantify the results of the data, the researcher uses the following formula

to get the percentage.

The formula is as follows: P= f/n x 100

Where: P= percentage

: f= frequency

: n= number of respondents

:100= constant number used as multiplier

The data collected are subjected to the weighted average mean formula to

determine the central tendency of the responses.

 22
15

The formula is as follows:

∑fx
µ=
N

Where: µ= weighted mean

∑= summation

f= number of respondents under each scale

x= weight assigned to each scale

N= number of respondents

In order to facilitate the analysis of the weighted mean, the mean range and

interpretation are used:

Mean Range Descriptions

3.26-4.00 VE Very Effective

2.51-3.25 E Effective

1.76-2.50 LE Less Effective

1.00-1.75 NE Not Effective

 16
23

DEFINITION OF TERMS

For better understanding the following terms where defines:

Consumers- This refers to as a person who buys or use the product of

services.

Digital Marketing- This refers to as Marketing of products or services using

digital technologies on the internet.

Direct Marketing- This refers to as the business of selling products or

services directly to the public by mail order or telephone selling.

Expanded Tertiary Education Equivalency and Accreditation

(ETEEAP)- This a comprehensive educational assessment program at the tertiary

level that recognizes, accredits and gives equivalencies to knowledge, skills,

attitudes and values gained by individuals from relevant work. It is implemented

through deputized higher education institutions that shall award the appropriate

college degree.

Integrated Marketing Communication (IMC)- This refers to integrating all

essential components of marketing to communicate similar message to potential

and existing end-users.

Marketer- It defines as a person or company that markets the products or

goods.

Offline Media- This is a campaign which utilize radio and print advertising-

including billboards, signs and pamphlets.

 24
17

Out of Home advertising or Outdoor advertising (OOH)- This is an

advertising that reaches consumers while they are outside of their homes.

Point- of- Purchase (POP)- This refers to as an advertising inside store.

This target the attention of shoppers while they are in establishment.

Public Relation- Defines as the practice of deliberates managing the

spread of information between an individual or an organization and the public.

Sales Promotion- This is the process refer as one of the elements of the

promotional mix, a process of persuading customers.

 18
25

CHAPTER II

THE DATA

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter discusses, present, analyse and interpret the data collected

from the USJ-R ETEEAP Batch 17 in relation to the affectivity of the marketing

communication of USJ-R ETEEAP. The results are presented in the succeeding

tables with corresponding discussion and explanation.

This chapter narrates the affectivity of the different marketing strategies

used in promoting the program to interested learners. The results show how

appealing the program is to the students and how they are familiar with the

program.

Different questions are asked to weigh the effectiveness of the marketing

communication practices of USJ-R ETEEAP based on Sales Promotion, Offline

Media, Public Relation, Digital Marketing and Direct Marketing.

Below are the different results tabulated by the researcher to give the

readers a better view of the affectivity of the program.

 19
26

Table 1
Sales Promotion
n = 100

Indicators Mean Description

1. USJ-R ETEEAP offers staggered payment of tuition Very
3.6
fees for interested applicants Effective
2. USJ-R ETEEAP discusses the advantages and
Very
benefits of being part of the program to interested 3.6
Effective
students.
3. USJ-R ETEEAP promotes educational assistance Very
3.6
loan for qualified students. Effective
4. USJ-R ETEEAP ties up with companies that offer Very
3.5
tuition assistance to qualified students. Effective
5. USJ-R – ETEEAP offers a wide range of payment Very
3.7
methods: credit card payment and online deposits. Effective
Very
Factor Average 3.6
Effective

LEGEND:
Range Description

3.26-4.00 VE Very Effective

2.51-3.25 E Effective

1.76-2.50 LE Less Effective

1.00-1.75 NE Not Effective

As presented in the table above, Sales Promotion garnered a good amount

of rating from the respondents with a score of 3.6 in four questions out of five. This

means that the program is well marketed to the students and that the different

indicators in sales promotion are felt, observed and enjoyed by the students. Of

the five questions, the indicator about payment methods got the highest score of

3.7. This is because nowadays, people turn to online banking and cashless
 27
20

payment for convenience and to save time. On the other hand, the indicator on

tuition assistance garnered the lowest rating of 3.5. This does not mean that this

is non-existent. This only means that only a few of the school’s partnered

companies offer such deal. This indicator should be focused on when it comes to

sales promotion that more and more companies will venture into offering tuition fee

assistance to students. Overall, sales promotion is a very effective tool in

marketing the program.

Table 2
Direct Marketing
n = 100

Indicators Mean Description

1. USJ-R ETEEAP gathers information from
existing USJ-R ETEEAP students 3.2 Effective
regarding upcoming applicants.
2. USJ-R ETEEAP collaborates with
companies in Cebu for identifying qualified 3.2 Effective
USJ-R ETEEAP applicants.
3. USJ-R ETEEAP informs students about
government educational assistance thru 3.1 Effective
email.
4. USJ-R ETEEAP works together with
companies for educational development 3.2 Effective
discussion.
5. USJ-R – ETEEAP guides the students from
3.1 Effective
enrolment to employment.

Factor Average 3.2 Effective

The table above presents the results of the survey done on digital

marketing. As you can see in the table, the questions asked under digital marketing

are all effective to the respondents. This means that the questions asked were
 28
21

familiar to the students but does not appeal that much. This marketing tool should

be strengthened by the school to make it very effective to the students.

Table 3
Digital Media
n = 100

Indicators Mean Description

1. USJ-R ETEEAP posts in their social media
3.6 Very Effective
account relevant information.
2. USJ-R ETEEAP highlights their program in
3.7 Very Effective
the school main website.
3. USJ-R ETEEAP creates and uploads a
video presentation online about the 4.0 Very Effective
program.
4. USJ-R ETEEAP appears as one of the tops
3.6 Very Effective
most search for any program inquiries.
5. USJ-R – ETEEAP creates an official online
Very Effective
page through Facebook, twitter, Pinterest, 3.5
etc. manage by the office administrators.
Factor Average 3.7 Very Effective

Table 3 presents the results of promoting the program through Digital

Media. Of all the promotion strategies included in this study, this one got the

highest rating making it very effective. Digital media is very appealing to people

especially that the respondents of this study are digital natives. Nowadays, things

are done easily though online methods. In times of needs and emergencies,

people would immediately consult the internet. Of the five questions presented, the

third one got the highest rating of 4.0. This means that an interactive video is very

effective in encouraging students to avail the program. The question on the

creation of official online page got the lowest score of the five due to the fact that

there is no online page created yet but it will be very good to have one and a lot
 22
29

are interested to check it out as well. This measure should be taken into

consideration by the management in preparing their marketing strategy for the

program.

Table 4
Public Relation
n = 100

Indicators Mean Description

1. USJ-R ETEEAP organizes seminars to various
3.1 Effective
companies to introduce the program.
2. USJ-R ETEEAP gathers sponsorship for educational
activities such as fun run, feeding activities, tree 3.3 Effective
planting. Etc.
3. USJ-R ETEEAP taps the Local Government Unit (LGU)
3.3 Effective
for wide dissemination of the program.
4. USJ-R ETEEAP helps in government organized Job
3.2 Effective
Fairs.
5. USJ-R ETEEAP ties up with Non-Government
3.2 Effective
Organizations to promote their cause.
Factor Average 3.2 Effective

This table presents the attributes of every item for Public Relation. This type

of strategy got a score of between 3.1 – 3.2which means that it is effective. Of the

five questions, question number two and three got a score of 3.3 which is the

highest of all. Respondents find fun run, tree planting and other activities to be

helpful in the promotion of the program. However, the respondents do not feel like

companies are well informed and connected to the program probably because

seminars provided were not vast. This is the part of the promotion strategy which

should be focused on by the school for wide dissemination of the program.

Promoting through public relation is an effective way of marketing the program but
 30
23

it needs to be strengthened to maximize its potential in attracting more students to

join the program and be one of the recipients.

Table 5
Offline Media
n = 100

Indicators Mean Description

1. USJ-R-ETEEAP informs the students
about the program through the brochures in 2.9 Effective
front of their office.
2. USJ-R ETEEAP advertises in local
2.9 Effective
newspaper.
3. USJ-R ETEEAP advertises through
banners scattered in different parts of 2.8 Effective
Cebu.
4. USJ-R ETEEAP pitches in local news and
2.8 Effective
radio stations about their program.
5. USJ-R ETEEAP promotes the program
through official announcements from the 2.7 Effective
school.
Effective
Factor Average 2.8

Offline Media presents the traditional aspects of communication with the

use of newspaper, flyers, brochures and etc. As presented in the table above, this

promotional tool is still effective but the scores gathered were not big. Of the five

marketing strategy used in this study, this one is the least chosen by the

respondents. This is understandable because offline media does not appeal that

much to people nowadays due to the advent of technology. If you give people the

chance to choose between print media and digital media, expectedly, people will

choose the latter for it is what is in at present and people has easy and free access

to it. People can browse the internet anytime and anywhere they like, it is more
 24
31

convenient for the consumers. This does not mean though that print media is not

effective as a marketing tool. It is still useful for people but something should be

done to make it more appealing and enticing for the consumers to choose at one

point in their life. This marketing tool should be given much attention to be

strengthened and acquired in promoting the program.

Table 6
Summary Table
n = 100

Indicators Mean Description

3.7 Very Effective
Sales Promotion
3.2 Effective
Direct Marketing
3.6 Very Effective
Digital Marketing
3.2 Effective
Public Relation
2.7 Effective
Offline Media
Grand Mean 3.2 Effective

The table presented above is a summary of the results on the test

conducted to the respondents of this study. The Marketing Communication

Practices of USJ-R ETEEAP is very effective in terms of Sales Promotion and

Digital Marketing which has an average factor of 3.6. This verify that the variables

are very effective in communicating the program. The variable for Direct Marketing,

Public Relation and Offline Media indicates that they are effective ways to help in

promoting the program. Direct Marketing and Public Relation both has a rating of

3.2 and the lowest is Offline Media with a rate of 2.7. This conveys that we can
 32
25

further improve these areas. The overall rating of the USJ-R Marketing

Communication Practices is effective based on the survey conducted. However,

further improvements can be done to strengthen these Marketing Communication

Strategies.
 33

CHAPTER III

THE PROPOSAL

This chapter presents the suggested proposal that is beneficial in

strengthening the marketing communication practices of USJ-R ETEEAP.

The proposal is based on the result of the conducted survey on the previous

chapter. The action plan is presented in a tabular form.

This chapter showcases three parts, first will discuss the indicators which

need further improvements, and its corresponding action plan. The second part

will provide the detailed action plan and the proposed strategies that will be applied

and implemented. Budget plan will also discussed. The third part discussed the

evaluation of each proposal design.

Proposal Title: The Integrated Communication Strategies of USJ-R ETEEAP

Main

Rationale

As indicated in the study on the Effectiveness of the Marketing

Communication Practices of USJ-R ETEEAP Cebu, further improvements will be

done in some of the areas of OFFLINE MEDIA, DIRECT MARKETING and

PUBLIC RELATION. This will address the areas that need to further develop its

promotional strategies of the ETEEAP program and provide resolution to each

area which will benefit in improving the marketing communication strategies of

USJ-R ETEEAP.
 34
27

Proposal Design

To help strengthen the marketing communication practices of USJ-R

ETEEAP, the researcher proposed to the ETEEAP office.

The Integrated Communication Strategies of USJ-R ETEEAP Main

communication be implemented. The result of the proposal will help to increase

the number of people be aware of the existence of the USJ-R ETEEAP program.

The implementation of USJ-R ETEEAP strategy shall benefit the ETEEAP

office and students, in a way that it will increase the number of people who will be

aware of the program. This will be conducted thru series of activities working with

several private businesses and collaborating with the local government.

This engagement with the local government and private businesses will

open great opportunities to students. This will help them to identify the different

businesses which they can work in their future endeavours.

 28
35

TABLE 7

PROPOSED ACTION PLAN

AREAS FOR IMPROVEMENT

Reference Descriptive Person Time Budget

Specific Items Strategy How to Do It Plan
s Rating Responsible Table
Table no. USJ-R ETEEAP
Sending direct
2 gather
email, mail and
Item information 6,000.00
mobile messages May,
number from existing
Direct Mail to possible ETEEAP June,
one USJ-R ETEEAP Effective
Marketing ETEEAP students READS July
students
by collecting from 2020
regarding
existing ETEEAP
upcoming
students.
applicants.
Table no. USJR ETEEAP can
2 ETEEAP
work with the
Item USJ-R guides the OFFICE,
local government
number students from Local May 11,500.00
Effective JOB FAIR and private
five enrollment to Government 2020
businesses in
employment. and Private
organizing a JOB
businesses
FAIR.
Table no. The USJR ETEEAP
4 admin may seek
Item USJ-R ETEEAP assistance in the
number organizes companies in
ETEEAP
one seminars to Cebu to organize May, 10,000.00
Program Admin and
various Effective orientation June
Orientation Private
companies to campaign in their 2020
Businesses
introduce the vicinity where the
program. program will be
introduced to
them.

Table no. USJ-R ETEEAP In one of the

5 promotes the corners of the
DGITAL
Item program school lobby an ETEEAP MAY 15,000.00
Effective INTERACTIVE
number through official ETEEAP Digital READS 2020
BOARD
five announcements Board will be set
from the school up.
 36
29

Details of the Proposals

Proposal No. 1

Direct Mail Marketing

The proposal is created to address one of the lowest rated item in table no.

2 for Direct Marketing, where the specific line item discussed about referrals

coming from the existing batch of students. Proposal of a Direct Mail Marketing is

created to enhance the referral process coming from the existing batch. This will

work where each of the students can provide at least three qualified applicants for

the next batch. This individuals will be then reach out in a form of email, text and

letter.

Through email, the qualified individual will received an email from the

ETEEAP office with a Digital brochure. This will have the Vision and Mission of the

program, details of the different courses offered, tuition information and contact

information for interested applicants.

In text communication, this will have a short message which will catch their

attention. The message will highlight the convenience of learning and the

timeframe that they will finish the course. It will also include sufficient information

for ways of contact to obtain additional information of the program.

The last one is a personalize letter mail which will be a directly given to the

qualified individual though the help of the person who referred them. Enclose in

the letter is an invitation for them to inquire of the program, the benefits it can offer,

the convenience of learning while working and contact information in case they are
 30
37

interested to set an appointment for assessment. This will also have a brochure

highlighting the vision, mission, facilities, information of the tuition payment

scheme and the different government tuition assistance they can avail.

Proposal No 2

JOB FAIR

The proposal for USJ-R ETEEAP office to organize a Job Fair is intended

to address the specific line item number five in table no.2, where the students will

be guided to employment. This line item garnered a small rating as some of the

students are currently employed and assisted by their employers. The proposal is

then created for some other students who would like to have a career

advancement. It will benefit the ETEEAP office in a way that a partnership can be

created, where they can determine the different companies that has tuition

assistance offer and the companies can benefit to help shorten their hiring process.

The activity will be conducted in the USJ-R ETEEAP main, private

companies will be invited to participate. The businesses can send at least two

hiring person which will evaluate the applicants, To ensure that the activity will be

smooth, the ETEEAP reads will guide the students from registration to then

assessment process of the companies. The last part of the activity is a short

program of appreciation to all the participants and giving of tokens to the

participating companies,
 38
31

Proposal No. 3

Company Program Orientation Campaign

This proposal is intended to collaborate with the businesses in Cebu

through an orientation of the ETEEAP program. This will be conducted by the USJ-

R ETEEAP administrators sending of an intent to organize the orientation in their

companies’ premises. The participants are qualified individuals referred by the

company and interested employees. The program can last for 1 to 2 hours, where

the discussion will focus on introducing the ETEEAP program, the different courses

offered, benefits to graduating students, tuition payment scheme, government

tuition assistance and the convenience of studying while working. Employees of

the company who graduated from the program in USJ-R will be invited to provide

a short message and information on how the program helped for them to succeed.

Also this help the company to create a retention scheme for their employees

through tuition assistance and sponsorship, which will benefit for the employees

loyalty to the company. The program will end where tokens will be given to

participants (folded fans), the token will also have print details of the program and

contact information for any inquiries. The USJ-R ETEEAP administrators will also

provide a token appreciation to the company for the successful partnership of the

USJ-R ETEEAP campaign.

 39
32

Proposal No.4

Interactive Digital Board

The proposal design is intended to address the lowest rated item under

Offline Media where the USJ-R ETEEAP is promoted through a school bulletin

board. The proposal is an interactive Digital Board, where important

announcement will be flash. Stored will important information such as the

requirements needed, the courses offered and scheduled for activities, Through

the digital board announcement for schedule assessment on every department will

be posted and the interested applicant may also set an appointment based on the

given available schedule. The Board will be connected on one of the computers of

ETEEAP office where in from there they can still monitor it and provide some

important changes. Schedules classes will be posted for easier way for students

to locate the designated rooms. This will also have a compilation of activities done

by the previous batch.

Evaluation Scheme

To evaluate if the marketing strategies were implemented the following can

be done:

Proposal No.1

During the screening process, the applicants will be asked of how they were

informed of the ETEEAP program of USJ-R. This will determine if the direct mail

marketing is working, we can also verify from the receiver if it has an impact for
 33
40

their decision to pursue and be a part of the USJ-R ETEEAP program. This will

also evaluate if the implemented proposal is working,

Proposal No. 2

The success of the activity can be measured in the number of the

participants of the activity and the number of people who were hired. This indicate

that the collaboration of the ETEEAP office and the companies benefits both sides,

they help the students for their future goals and the company as well benefits as

they were able to identify qualified individuals based on the job postings that they

need to fill in.

Proposal No. 3

The result of the designed proposal will show the number of enrolled

students in the ETEEAP program coming from the companies where the

orientation was done. This will also help the ETEEAP administrators to tie up with

these companies securing the tuition fees of the student thru a scholarship or

sponsorship program by the companies.

Proposal No. 4

Then end result of the designated proposal is evaluated based on the

smoothness of the transmission of the information, timely response on the queries

of the ETEEAP students and a flawless process where the information will be

provided to students. This will lessen the workload of the ETEEAP reads as they

are able to work on their task without being bothered attending to students who
 41
34

usually visit to the o0ffice to check for important announcements, class schedule

availability and other basic need to know information relatively to ETEEAP.

 35
42

SOURCE OF FUNDS: UJS-R ACCOUNTING OFFICE

BUDGET OUTLAY

PROPOSAL PROMOTIONAL ITEMIZED EXPENSES COST

STRATEGY
DIRECT MAIL * Internet and prepaid load 2,000.00
MARKETING
* Office supplies
1 1,000.00
* Brochure printing
(300 pcs x 10)
3,000.00
Total 6,000.00
JOB FAIR * Tarpaulins and office 1,000.00
supplies

* Meals and snack for every 6,000.00

2 representative
(30 individuals x 200/
person)

* Token of Appreciation 4,500.00

(15 pcs x 300 / token)
Total 11,500.00
* Travel allowance, meal 6,800.00
COMPANY PROGRAM allowance and office
ORIENTATION supplies (1month)
CAMPAIGN
3 * Token for Participants 1,200.00
(folded fan 60pcs x 20/pcs)

* Token of Appreciation of 2,000.00

the company (4 companies)
Total 10,000.00
INTERACTIVE DIGITAL * Monitor (ViewSonic) 10,000.00
BOARD
4 * Installation Labor Cost 2,00.00

* Others (wirings and other 3,000.00

essential accessories)
Total 15,000.00
Grand Total Cost 42,500.00
 43
36

CHAPTER IV

SUMMARY, FINDINGS, CONCLUSSION AND RECOMMENDATION

This chapter will present the summary, findings, conclusion and recommendation.

SUMMARY

The study seeks to evaluate the effectiveness of the Integrated Marketing

Communication Practices of USJ-R ETEEAP Cebu.

In order to attain objectives, the following questions would be asking.

1. How effective is the Integrated Marketing Communication practices of USJ-R in

the areas of:

1.1 Sales Promotion;

1.2 Direct Marketing;

1.3 Digital Marketing;

1.4 Public Relation; and

1.5 Offline Media?

2. Based on the finding of the study, what recommendations can be proposed

further improve the Integrated Marketing Communication Practices of USJ-R

ETEEAP.
 37
44

RESEARCH METHODOLOGY

The researcher formulates a descriptive survey questionnaire to gather

some data from the existing USJ-R ETEEAP Students under Batch 17. A

transmittal letter and had it signed by the USJ-R Director for permission to execute

the activity. The survey where then distributed to the students during their visits in

the ETEEAP office and through online mail. The collected data were tabulated,

analyze and interpreted to measure the effectiveness of each promotional strategy.

FINDINGS

The findings of the study were obtained from the analysis of data based on

the survey. The result shows the average mean on each of the variables were

measured. The effectiveness of the marketing communication of USJ-R ETEEAP.

This shows that in the areas of Sales Promotion and Digital Marketing were “Very

Effective”. The Public Relation, Direct Marketing and Offline were “Effective”.

Based on the result all the marketing communication were “Effective” however we

determined that there are still improvements that can be done in the areas of

DIRECT MARKETING, PUBLIC RELATION and OFFLINE MEDIA, proposal were

created the proposed action plan, and recommendation.

CONCLUSION

Based on the findings of the study from the gathered data was rated as

“Effective” the research concluded that the result of the research study confirmed

in the theory of Kitchen & Borgmann about the strategic integrated marketing

communication as coupling method which improves communication as it harmless

 38
45

the benefits of each channel, which when combined together builds a clearer and

faster impact than if used in individually. Therefore, these shows that all the

marketing tools work together to ensure that the communication of the program is

effectively discriminated. Through this the USJ-R can create an effective marketing

strategy promoting the USJ-R ETEEAP.

RECOMMENDATIONS

Primary Recommendations

The recommendation is proposed to improve the least rated variable, the

proposed strategy should be implemented with the help of the ETEEAP staff of

USJ-R to achieve the proposed plan and evaluate the results.

Secondary Recommendations

1. Conduct a study with regards of Promoting the ETEEAP program to the

Overseas Filipino Workers (OFW)

2. To create a study on Off Campus ETEEAP Classes.

 46
39

BIBLIOGRAPHY
 40
47

List of References

Books

Belch, G., & Belch, M. Advertising and promotion (10th Ed.). McGraw Hill

Education 2014.

Chaffey, D., & Smith, P. Digital Marketing Excellence: Planning, Optimizing and

Integrating Online 5th ed.). 711 Third Avenue New York NY,10017:

Routledge

Chitty, W., Luck, E., Barker, N., Valos, M., & Shimp, T. Integrated marketing

communications (4th ed.). South Melbourne, Victoria : Cengage Learning

Australia, [2015]: Cengage Learning Australia, [2015].

Moriarty, S., Mitchell, N., & Wells, W. (2015). Advertising & IMC (10th ed.). 330

Hudson in New York City, New York: PEARSON.

Percy, L. (2014). Strategic Integrated Marketing Communications (Z ed.). 711

Third Avenue New York NY, 10017: Routledge

Internet Sources

Sales Promotion Meaning: As Defined by American Marketing Association.

Retrieved 8 March 2020, from

http://www.economicsdiscussion.net/marketing-management/sales-

promotion-meaning/31948

Taylor, K. (2020). 8 Examples of the IMC (Integrated Marketing Communication)

Tools. Retrieved 8 December 2019, from

https://www.hitechnectar.com/blogs/integrated-marketing-communication-

tools/
 48
41

APPENDICES
 42
49

APPENDIX A

Dear Respondents:

Greetings!

I am currently enrolled at the University of San Jose-Recoletos, Cebu City,

under the Expanded Tertiary Equivalency Education and Accreditation Program

(ETEEAP), taking up Bachelor of Science in Business Administration major in

Marketing Management. One of the requirements to finish the degree is a project

study.

I am conducting a study on The Integrated Marketing Communication

Practices of USJ-R Cebu. The purpose of his survey is to evaluate the

effectiveness of the Marketing Strategies of USJ-R ETEEAP Program.

With this, I humbly request you to answer the survey questions below with

all honesty. Rest assured that whether information gathered will be treated with

outmost confidentiality and will be used for academic purpose only.

Thank you very much and more power.

Sincerely yours,

CHRISTINE MARIE A. MOLINA

Researcher

Noted by:

DR. JONNICKO P. CAMPANER

 43
50

CERTIFICATION

(Date)_____________________

TO WHOM IT MAY CONCERN:

This is to certify that the research study entitled “The Integrated Marketing

Communication Practices of USJ-R ETEEAP Cebu” by Christine Marie A. Molina,

a graduate of Bachelor of Science in Business Administration Major in Marketing

Management, has been edited by the undersigned.

This certification is issued to Mrs Molina for whatever legal purpose this

may serve him/her best.

________________________________

Editor
 51
44

SURVEY QUESTIONNAIRE
 52
45

SURVEY QUESTIONNAIRE

This questionnaire is intended to assess the effectiveness of the Marketing

Communication Practices of USJ-R ETEEAP (Expanded Tertiary Education

Equivalency and Accreditation Program) – Cebu. Each statement in the

questionnaire corresponds to numeric scales, assigned to qualitative equivalent

with the following interpretations:

RANK DESCRIPTION INTERPRETATION

4 It means that the item meets the students’ Very Effective (VE)
expectations in all cases.

3 It means that the item meets the students’ Effective (E)

expectations in most cases.

2 It means that the item meets the students’ Less Effective (LE)
expectations in some cases.

1 It means that the item did not meet the Not Effective (NE)
students’ expectations.

Direction: Please read each statement carefully and indicate your response by

putting a check mark in the box that corresponds to your answer to the following

statements.
 46
53

INDICATORS DESCRIPTION

VE E LE NE SALES PROMOTION
(4) (3) (2) (1)

1. USJ-R ETEEAP offers staggered

payment of tuition fees for interested
applicants
2. USJ-R ETEEAP discusses the
advantages and benefits of being part of
the program to interested students.
3. USJ-R ETEEAP promotes educational
assistance loan for qualified students.

4. USJ-R ETEEAP ties up with companies

that offer tuition assistance to qualified
students.
5. USJ-R – ETEEAP offers a wide range of
payment methods: credit card payment
and online deposits.

INDICATORS DESCRIPTION

VE E LE NE OFFLINE MEDIA
(4) (3) (2) (1)
1. USJ-R-ETEEAP informs the students
about the program through the brochures
in front of their office.
2. USJ-R ETEEAP advertises in local
newspaper.
3. USJ-R ETEEAP advertises through
banners scattered in different parts of
Cebu.
4. USJ-R ETEEAP pitches in local news and
radio stations about their program.

5. US-JT – ETEEAP promotes the program

through official announcements from the
school.
 54
47

INDICATORS DESCRIPTION

VE E LE NE PUBLIC RELATION
(4) (3) (2) (1)
1. USJ-R ETEEAP organizes seminars to
various companies to introduce the
program.
2. USJ-R ETEEAP gathers sponsorship for
educational activities such as fun run,
feeding activities, tree planting. Etc.
3. USJ-R ETEEAP taps the Local Government
Unit (LGU) for wide dissemination of the
program.
4. USJ-R ETEEAP helps in government
organized Job Fairs.
5. USJ-R – ETEEAP ties up with Non-
Government Organizations to promote their
cause.

INDICATORS DESCRIPTION
VE E LE NE DIGITAL MEDIA
(4) (3) (2) (1)
1. USJ-R ETEEAP posts in their social media
account relevant information.
2. USJ-R ETEEAP highlights their program in
the school main website.
3. USJ-R ETEEAP creates and uploads a
video presentation online about the
program.
4. USJ-R ETEEAP appears as one of the tops
most search for any program inquiries.
5. USJ-R – ETEEAP creates an official online
page through Facebook, twitter, Pinterest,
etc. manage by the office administrators.
 55
48

INDICATORS DESCRIPTION

VE E LE NE DIRECT MARKETING
(4) (3) (2) (1)
1. USJ-R ETEEAP gathers information from
existing USJ-R ETEEAP students
regarding upcoming applicants.
2. USJ-R ETEEAP collaborates with
companies in Cebu for identifying qualified
USJ-R ETEEAP applicants.
3. USJ-R ETEEAP informs students about
government educational assistance thru
email
4. USJ-R ETEEAP works together with
companies for educational development
discussion.
5. USJ-R – ETEEAP guides the students
from enrolment to employment.
 56
49

CURRICULUM VITAE

I. PERSONAL DATA
Name : Christine Marie A. Molina
Address : Tingub, Mandaue City
Birth Date : October 30,1990
Gender : Female
Civil Status : Married
Father’s Name : Delfin M. Adolfo
Mother’s Name : Juliet A. Adolfo
Spouse (if married) : John Brylle A. Molina
Children : Floreliet A. Molina
Deldio A. MOlina

II. EDUCATIONAL ATTAINMENT

College : Bachelor of Science in Industrial Engineering
University of San Jose-Recoletos
Expanded Tertiary Education Equivalency and
Accreditation Program, Magallanes St., Cebu City
2019-2020

High School : Secondary Level

Mandaue City Comprehensive National High School
Plaridel St. NRA Mandaue City, Cebu
2006-2007

Grade School : Elementary Level

Tingub Elementary School
Tingub, Mandaue City, Cebu
2002-2003

III. WORK EXPERIENCE

Debit Card Freud Prevention, Specialist II
JP Morgan & Chase, Cebu IT Park Salinas Drive Apas Cebu City
 50
57

December 2016 – Present

Debit Card Company Freud Prevention & claims Specialist

Teleperformance, Cebu IT Park Salinas Drive Apas Cebu City
October 2012- November 2016

Chat Support Specialist

KUDO Support, Mepz 1 Pusok Lapu-Lapu City
August 2010- September 2012

Sales Lady
Watsons Beauty Care Store
North Wing SM Cebu City
February 2010- July 2010

IV. AWARDS/RECOGNITIONS

Tier 1 Agent of the Month

Kudo Support, Inc., MEPZ 1 Lapu-Lapu City, Cebu
July 2,2011

Suntrust Consumer Care Training and Nesting Program

Suntrust- Aegis, IT Park Lahug, Cebu City
December 4,2012

100% Attendance
Suntrust- Aegis, IT Park Lahug, Cebu City
September 5,2013

100% Attendance
Suntrust- Aegis, IT Park Lahug, Cebu City
October 5,2013

100% Attendance
Suntrust- Aegis, IT Park Lahug, Cebu City
November 16,2013

Suntrust Consumer Care Training and Nesting Program

Suntrust- Aegis, IT Park Lahug, Cebu City
May 28,2014

Process Quality for four consecutive months

Suntrust- Aegis, IT Park Lahug, Cebu City
May 7,2015

Cebu FPC- Loyalty Award

 58
51

Suntrust- Aegis, IT Park Lahug, Cebu City

October 19,2016

100% Attendance
JP Morgan & Chase, E block Tower, Cebu City
March 31,2017

Top Complaints Rate June 2018

JP Morgan & Chase, E block Tower, Cebu City
September 12,2018
Top Contributor June 2018
JP Morgan & Chase, E block Tower, Cebu City
September 12,2018

Best in DQ July 2018

JP Morgan & Chase, E block Tower, Cebu City
September 12,2018

Best in Quality July 2018

JP Morgan & Chase, E block Tower, Cebu City
September 12,2018

Best in D-Time Defender

JP Morgan & Chase, E block Tower, Cebu City
February 2019

Best in ADH
JP Morgan & Chase, E block Tower, Cebu City
March 2019