MARKETING STRATEGIES OF PRIVATE SCHOOLS AND COLLEGES

AND ITS SUCCESS

A Thesis Presented to the Faculty of

College of Business Administration and Accountancy
Laguna State Polytechnic University Main Campus
Santa Cruz, Laguna

In Partial Fulfillment of the Required for the Degree of

Bachelor of Science in Office Administration

FREDILYN B. EVANGELISTA
LESLIE GRACE D. FLORES
2023
 ii

Republic of the Philippines

Laguna State Polytechnic University
Province of Laguna

VISION
The Laguna State Polytechnic University is a center of sustainable development
initiatives transforming lives and communities.

MISSION
LSPU provides quality education through responsive instruction, distinctive
research, sustainable extension and production services for improved quality of life.

QUALITY POLICY
LSPU delivers quality education through responsive instruction, distinctive
research, sustainable extension and production services. Thus, we are committed with
continual improvement to meet applicable requirements to provide quality, efficient, and
effective services to the university stakeholder’s highest level of satisfaction through an
excellent management system imbued with utmost integrity, professionalism and
innovation.

GOALS OF THE COLLEGE OF BUSINESS ADMINISTRATION AND

ACCOUNTANCY
The College of Business Administration and Accountancy commits to produce
highly skilled, compliment, disciplined and well-trained professionals in the field of
business, administration and Accountancy furthermore it aims to:
1. Develop the individual’s full potential in the performance of tasks in their fields
of specialization.
2. Ensure graduate’s success in qualifying Certified Public Accountant/Financial
Analyst Professional examination, national certifications through relevant
instruction and adequate training programs.
3. Develop individuals who values, aspiration and ideas shall promote, enrich and
disseminate Filipino values, traditions, through relevant cultural social activities.
4. Develop individuals’ students’ entrepreneurial and management skills.
5. Equip prospective manpower imbued with leadership and professional
competencies for responsive and effective services.
6. Develop globally competitive graduates with the vision for continuous
professional growth and development.
7. Promote distinctive research outputs that would alleviate the economic condition
of the underprivileged people.
8. Produce dynamic Professionals who will match the need of the manpower
industries to help advance the lives of people in the local, national and global
industries.
 iii

APPROVAL SHEET

The thesis entitled “MARKETING STRATEGIES OF PRIVATE SCHOOLS

AND COLLEGES AND ITS SUCCESS” prepared and submitted by FREDILYN B.
EVANGELISTA AND LESLIE GRACE D. FLORES, in partial fulfillment of the
requirements for the degree BACHELOR OF SCIENCE IN OFFICE
ADMINISTRATION is hereby recommended for approval and acceptance.

MARISSA L. DIMARUCOT, DBA

Thesis Adviser

Approved by the Committee on Oral Examination with a grade of .

BENJAMIN O. ARJONA, EdD MICHAEL C. SARMIENTO

Member Member

VERONICA C. YAZON, MAEd JAMEA A. CADIZ, LPT

Member Member

ROZALLE H. PALACOL, MBA

Research Coordinator

Accepted and approved in partial fulfillment of the requirements for the degree of
BACHELOR OF SCIENCE IN OFFICE ADMINISTRATION.

MARYJANE D. FUENTES, DPA

Dean, CBAA

RINA J. ARCIGAL, EdD

Chairperson, Research and Development
Date Signed

RESEARCH CONTRIBUTION NO.

 4

DEDICATION

This research study is devotedly dedicated to most valuable people in their life.

To the researcher’s FAMILY, who have been the inspiration and strength, who

continually give emotional, moral, spiritual, and financial support.

To the researcher’s FRIENDS, for their unwavering support, and for providing

me with the motivation to keep going.

To the researcher’s PARTNER, for lending trust to each other as partner, for the

support, for giving all your best.

FBE
 5

DEDICATION

This humble piece of work is wholeheartedly dedicated to the people who had

been a big part of making this research a possible one:

First of all, to her Lord and Savior Jesus Christ for his grace, wisdom and

blessings all throughout the day;

To her parents, Rey Flores and Lerma Flores, for their support, prayers and

words of encouragement;

To her siblings, Nathanael Flores, Eunice Joy Flores and Ana Ruth Flores, for

their encouragement and financial support;

For her research partner, Fredilyn B. Evangelista and also for her friends Paula

Mae G. Villareal and Princess Ann T. Anareta for their help all throughout this

study

LGDF
 ii
ACKNOWLEDGMENT

The researchers would like to express her sincerest appreciation and gratitude to all

those who became source of motivation, inspiration, and guide; and to the persons who

have contributed in one way or another in making this study possible.

Laguna State Polytechnic University, for providing the opportunity to learn,

improve knowledge and develop skills necessary for the fulfillment other dreams.

Mario R. Briones, EdD, University President, for maintaining the quality of

University’s education program and good leadership.

Engr. Beltran P. Pedrigal, MSA, Old Campus Director, for establishing and

maintaining a positive learning environment within the University and whose example

became an inspiration for her to be a dreamer and achiever.

Maryjane D. Fuentes, DPA, Dean, College of Business Management and

Accountancy, for her unbounded encouragement, patience and support.

Rozalle H. Palacol, MBA, her Research Unit Head, for being consistent reminding

her to bring this study into success.

Marissa L. Dimarucot, DBA, thesis adviser, who genuinely share her knowledge,

time and effort to the success of the study. For her patience and words of encouragements.

For her understanding of the researcher’s limitations and for giving a long period of time to

guide the research.

Michael C. Sarmiento, subject specialist, for his valuable suggestion and guidance

to the development of the study.

Benjamin O. Arjona, Ed.D and Ralph Randel R. Rivera, RPm, RGC, internal

and external statistician, for their knowledge and skills in the statistical treatment of the

study.

Veronica C. Yazon, MAEd, English critic, for her knowledge and patience in

checking and editing the manuscript.

Jamea A. Cadiz, LPT, for sharing her technical proficiency during the

presentation of the research.

 iii

ABSTRACT

This study focused on the Marketing Strategies of Private Schools and Colleges

and its Success. The researchers used the descriptive method in this study to gather

information about the problem. It was designed for the collection of data in order to

testify to the hypothesis and answer the questions concerning the subject of the study.

Specifically, the study sought to answer the following questions; 1.) What is the

demographic profile of the employees in terms of 1.1 Age 1.2 Sex 1.3 Designation. 2.)

What is the level of Marketing Strategies in terms of 2.1 Video Marketing 2.2 Visual

Data Marketing 2.3 Student-Focused Marketing 2.4 Email Marketing 3.) What is the

Level of Success in terms of 3.1 Student Competency 3.2 Customer Relationship 3.3

Communication Effectiveness 4.) Is there any significant effect between the marketing

strategies employed by the private schools and colleges and their overall success?
 iv

TABLE OF CONTENTS

Preliminaries Page

TITLE PAGE......................................................................................................................i

V/M/QP...............................................................................................................................ii

APPROVAL SHEET........................................................................................................iii

DEDICATION...................................................................................................................iv

ACKNOWLEGMENT.....................................................................................................vi

ABSTRACT......................................................................................................................vii

TABLE OF CONTENTS..................................................................................................ix

LIST OF TABLES............................................................................................................xi

LIST OF FIGURES..........................................................................................................xii

LIST OF APPENDICES..................................................................................................xiii

CHAPTER I INTRODUCTION

Introduction..................................................................................................................1

Background Of The Study...........................................................................................2

Theoretical Framework................................................................................................4

Conceptual Framework................................................................................................4

Statement Of The Problem...........................................................................................7

Hypotheses...................................................................................................................7

Significance Of The Study...........................................................................................8

Scope And Limitation..................................................................................................8

Definition Of Terms.....................................................................................................9
 v

CHAPTER II REVIEW OF RELATED LITERATURE AND STUDIES

Literature Review........................................................................................................10

Related Studies...........................................................................................................15

Synthesis....................................................................................................................19

CHAPTER III RESEARCH METHODOLOGY

Research Design..........................................................................................................20

Population and Sampling Technique.........................................................................20

Research Instrument...................................................................................................21

Research Procedure....................................................................................................22

Statistical Treatment...................................................................................................22

CHAPTER IV RESULTS AND

DISCUSSIONS..............................................................23 CHAPTER V SUMMARY,

CONCLUSIONS AND RECCOMENDATIONS

Summary of Finding..................................................................................................32

Conclusions................................................................................................................33

Recommendation........................................................................................................33

LITERATURE CITED......................................................................................................34
 vi

LIST OF FIGURES

Figure

1. Conceptual Framework....................................................................................................6
7
viii
 vi

LIST OF TABLES
Table Page

1 Likert 5 Point Scale Interpretation.....................................................................................21

2 Demographic Profile of the Employees in terms of Sex................................................23

3 Demographic Profile of the Employees in terms of Age...............................................23

4 Level of Marketing Strategies in terms of Video Marketing.........................................24

5 Level of Marketing Strategies in terms of Visual Data Marketing...............................25

6 Level of Marketing Strategies in terms of Student-Focused Marketing.......................26

7 Level of Marketing Strategies in terms of Email Marketing.........................................27

8 Level of Success in terms of Student Competency........................................................28

9 Level of Success in terms of Customer Relationship....................................................29

10............................................ Level of Success in terms of Communication Effectiveness 30

 vii

LIST OF APPENDICES

Appendix Page

A. Letter of Request...........................................................................................................40

B. Survey Questionnaires...................................................................................................44

C. Validator's Certification.................................................................................................47

D. Answered Survey Example...............................................................................................48

E. Survey Documentation Pictures.....................................................................................51

F. Executive Summary......................................................................................................53

G. Curriculum Vitae...........................................................................................................56
8
 1

CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

This chapter consisted of an introduction, background of the study, theoretical

framework, conceptual framework, statement of the problem, hypothesis, and

significance of the study, scope and limitations, and definition of terms.

INTRODUCTION

In today's dynamic educational landscape, private colleges face intense

competition for student enrollment, funding, and reputation. With an increasing number

of institutions looking for the attention of prospective students, effective marketing

strategies have become critical for their survival and success. This study aims to

investigate and analyze the various marketing methods used by private schools and their

direct impact on attaining success in terms of enrollment rates, financial stability, and

overall institutional prestige.

Private colleges occupy a unique position within the higher education sector,

frequently relying heavily on tuition fees and donations to maintain operational

excellence and academic quality. As a result, these institutions must employ innovative

marketing strategies to attract and retain students in an environment marked by changing

demographics, economic fluctuations, and technological advancements (Demiray, U.

2007). Understanding how these strategies are developed, executed, and evaluated is

critical for both institutional leaders and stakeholders in higher education.

This study will investigate the strategies in marketing of private institutions. For

this purpose, the research will consider various practices among which are traditional

advertisement techniques, campaigns, rebranding projects, and using data analytics for
 2

online promotion. Lastly, the research will address the challenge of effective

communication and cooperation with potential learners and their custodians when

determining what to take up.

Private universities' performance is assessed not just by enrollment counts, but

also by their capacity to maintain financial sustainability and improve their institutional

image (Taylor & Davis, 2019). This study intends to give significant insights into the

aspects that lead to success in this competitive educational industry by studying the

association between marketing tactics and key performance metrics.

Ultimately, this study aims to offer a comprehensive understanding of the

marketing strategies deployed by private colleges and how these strategies impact their

overall success. By shedding light on effective practices and emerging trends, this

research will provide valuable guidance for private colleges striving to thrive in an ever-

evolving educational landscape (Hizam, S. M, 2019).

BACKGROUND OF THE STUDY

The marketing landscape in the realm of higher education has undergone

significant transformations in recent decades, driven by shifts in demographics,

technological advancements, and intensified global competition. Private colleges, as

distinctive entities within this landscape, are entrusted with the dual responsibility of

maintaining academic excellence and achieving financial sustainability. To effectively

navigate these challenges and thrive in the highly competitive educational sector, private

colleges must employ innovative and strategic marketing approaches.

The primary focus of this research is to comprehensively investigate the

marketing strategies employed by private colleges and their direct influence on the
 3

institutions' success. Success, in this context, encompasses several critical dimensions,

including enrollment rates, financial stability, and institutional prestige. Understanding

the multifaceted nature of marketing strategies and their impact on these key performance

indicators is essential to the continued growth and viability of private colleges.

Private colleges occupy a unique position within higher education, relying heavily

on tuition fees and philanthropic contributions to fund their operations and deliver quality

education (Hung, R. R., 2023). Consequently, they face distinct challenges compared to

their public counterparts, necessitating innovative marketing solutions tailored to their

specific needs. This research aims to address these challenges by identifying best

practices and emerging trends in private college marketing.

The main reasons for initiating this feasibility study are twofold. First, the ever-

changing landscape of higher education requires continuous adaptation and innovation in

marketing strategies (Saavedra, L., 2023). Private colleges must remain agile in

responding to shifts in student demographics, emerging technologies, and evolving

consumer preferences. Second, the stakes for private colleges are high, as their financial

stability and reputation are deeply intertwined with their marketing efforts (Lumandas,

R., & Villarosa, M. (2023). A thorough examination of marketing strategies and their

outcomes is crucial for institutional leaders and stakeholders who seek to make informed

decisions in this competitive environment.

Conducting this feasibility study involves a comprehensive analysis of a wide

range of marketing tactics, from traditional approaches such as advertising and

recruitment efforts to modern digital marketing techniques, branding initiatives, and data

analytics utilization. Additionally, it requires an exploration of effective communication

 4

and engagement strategies with prospective students and their families, as these

interactions significantly influence enrollment decisions (Romero, M. L, 2022).

The project's possible purpose is to provide practical insights into the most

effective marketing approaches that contribute to success in terms of growing enrollment

rates, financial stability, and institutional reputation. This research aims to assist these

institutions with the knowledge and resources they need to survive in an ever-changing

educational setting by casting attention on best practices and emerging trends in private

college marketing.

In summary, this study seeks to provide a clear and focused background on the

critical role of marketing strategies in the success of private colleges. By addressing the

unique challenges faced by these institutions and highlighting the significance of

marketing excellence, this research endeavors to contribute valuable insights to the field

of higher education marketing.

THEORETICAL FRAMEWORK

According to Kotler and Fox, marketing theory including market strategy,

segmentation of target market and market positioning. It also comprises integrating

product, price, promotion, place, people, process, and physical evidence in building the

overall corporate image to educate, induce, and persuade prospective consumers. Kotler

and Fox postulate that adopting marketing strategies is an active initiative to overcome

the decline in student's enrolment. The scholars affirm that schools that fail to think

strategically about their marketing efforts to project favorable image, the unique selling

propositions and values of their institutions to the public tend to struggle with a range of

issues such as poor enrolment, shrinking operating budget, and image confusion.
 5

Therefore, the duo suggested some marketing strategies that schools can use which

include advertising, word of mouth, effective use of school website/social media,

customization, competitive pricing, and adequate infrastructure.

The study adopted the theory in how to reform education – rebuild the system and improve it

permanently (Spanbauer). This shakes the very foundation of the educational system by

restructuring the way schools are managed quality approach which determines the long run

success or failure of the institution. High quality education services can provide the institutions

with a competitive advantage since it increases productivity, profits, and other measures of

success. Most importantly, high quality education approach not only generate satisfied customers

– the Students, Parents, and Community – who will reward the institutions with continued

patronage and positive and favorable word-of mouth advertising. This quality approach depends

on excellence in the delivery of quality education services through quality management

approaches like continuous monitoring, and reengineering which involves commitment to

reviewing and reengineering all policy aspects of institution administration, student services, and

teaching process while transforming the culture of the institutions.

CONCEPTUAL FRAMEWORK

Demographic Profile
 Age
 Sex
 Designation

Level of Success
Marketing Strategies
 Video
 Student Competency
Marketing
 Customer Relationship
 Visual Data
 Communication
Marketing
Effectiveness
 Student-Focused
Marketing
 Email Marketing
 6

Figure 1. Conceptual Framework

STATEMENT OF THE PROBLEM

1. What is the Demographic Profile in terms of:

1.1. Age

1.2. Sex

1.3. Designation

2. What is the level of Marketing Strategies in terms of:

2.1 Video Marketing

2.2 Visual Data Marketing

2.3 Student-Focused Marketing

2.4 Email Marketing

3. What is the level of Success in term of:

3.1 Student Competency

3.2 Customer Relationship

3.3 Communication Effectiveness

4. Is there a significant effect between the Marketing Strategies to the Success of the

different private schools and colleges?

 7

HYPOTHESIS OF THE STUDY

There is no significant effect between the marketing strategies employed by private

schools and colleges and their overall success.

SIGNIFICANCE OF THE STUDY

The significance of this research, focusing on the marketing strategies of private

colleges and their success, encompasses several crucial aspects:

Contributing to Educational and Knowledge Challenges: This study has the potential to

make a significant contribution to larger concerns in the education and knowledge

domains.

Enriching Current Academic Literature: It aims to enlighten and enhance current

academic literature, particularly in the uncharted subject of marketing tactics in private

institutions.

Identifying Beneficiaries: This study has the potential to help a wide range of people.

Private schools may learn how to enhance their marketing techniques, prospective

students can get better educational possibilities, and society as a whole can benefit from

well-informed and successful educational institutions.

In summary, this research is poised to fill critical knowledge gaps, contribute to

academic literature, and provide valuable insights to private colleges, prospective

students, and society as a whole, ultimately improving private colleges' marketing

strategies and success in the ever-changing educational landscape.

SCOPE AND LIMITATION

This research aims to provide a comprehensive study of the marketing strategies

of private schools and colleges and its success, offering valuable insights and
 8

recommendations for both academia and practitioners within the private higher education

sector. The study recognizes the need for further research to explore specific contexts and

variation in greater detail. The administration officers will participate in this study as

respondents.

DEFINITION OF TERMS

Age: chronological age of an individual, typically measured in years.

Communication Effectiveness: the ability of the school’s communication efforts to

convey intended message clearly, persuasively, and impactful.

Customer Relationship: the Establishment, Cultivation, and management of long term

connection between the school and its student and parents.

Designation: job titles such as manager, supervisor, executive, analyst, engineer, etc.

Email Marketing: A digital marketing strategy that involves sending targeted emails to

potential students, alumni, and other stakeholders to inform, engage, and nurture

relationships.

Sex: biological characteristic that distinguishes individuals as male or female.

Student Competency: proficiency and capabilities exhibited by students,

encompassing academic achievements, critical thinking, problem solving and other

essential skills indicate of a well- rounded education.

Student-Focused Marketing: Tailoring marketing efforts to address the specific needs,

preferences, and concerns of prospective students to attract and retain them effectively.

Visual Data Marketing: The use of visual data, such as info-graphics, charts, and

graphs, to convey information about the college and its successes to prospective students

and stakeholders.
 9

Video Marketing: A marketing strategy that involves the creation and dissemination of

video content to promote the private college, its programs, and its unique offerings.

CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the related literature and studies various reading materials

were obtained for relevant text and were evaluated to obtain the essential data that offer

important information about the present study.

Related Literature
 1
0

A group whose entire lives have been colored by technology Ian Edwards (2019)

The Baby Boomers lived through the sixties and seventies and are now financially stable,

possibly retired adults. Generation X saw the beginning of the technological revolution at

a younger age than the Baby Boomers, but it wasn’t as ingrained in them as it was with

The Millennials – the group born on the tail end, just about remembering VHS but still on

the cusp of every new emerging technology there is. And then there’s Generation Z, the

teenagers.

According to a Chilean study of Zimmerman (2019) 1.8% of college students

accepted into prestigious programs with a concentration on business are responsible for

41% of leadership roles and 39% of the top 0.1% of salaries. Admission boosts their

chances of being in the top 0.1% of earners by 51% and increases their leadership

positions by 44%. But these benefits have no bearing on female applicants or students

from other school types with comparable admissions test scores; instead, they are mainly

driven by male applicants from high-tuition private high schools. For male students, the

effects of admissions account for 54% of the gender difference by high school

background and 38% of the gender difference in top attainment rates. According to a

difference-in-differences analysis, peer relationships amongst classmates from

comparable backgrounds might be a major factor in these effects.

Many educational institutions, such as

schools and universities, see social media as a crucial component of their marketing

strategies. They put time and effort into monitoring and upgrading their social media

platforms in order to forge connections with two important groups: alumni who have

already graduated and potential students who may join in the future. In today's quick-
 1
1

paced marketing environment, social media has emerged as an essential tool for colleges,

providing instant and direct engagement with target audiences and creating a sense of

community and connection. Adam and Alison (2018). Social networking

sites are gaining popularity among young people, prompting marketers to reevaluate

traditional marketing strategies. Universities are utilizing SNSs for student adjustment,

but challenges arise due to cultural, societal, legal, and financial aspects Costas, Ioannis,

Oliver and Dragana, (2017). Video marketing is a valuable

strategy for targeting Generation Z, who value diversity and quick employment

opportunities. Colleges must adapt their marketing strategies to appeal to this

demographic Carlo Hall and Tay Sauer (2020). Video marketing is part of the educational

sector's outreach efforts. As colleges seek to connect with diverse audiences,

understanding the dynamics of social media platforms and tailoring strategies to align

with the preferences of the target demographic, especially Generation Z, is essential for

effective and impactful marketing in the digital era. According to the

study of Natalie and Dallin (2022), 65% of us prefer to see information through visual

stimulation because we are visual learners. The use of images, videos, graphics,

illustrations, GIFs, and infographics in visual marketing is becoming more and more

popular. It facilitates speedy product or service visualization, brand comprehension, and

well-informed purchase decisions for consumers. Businesses can effectively engage and

connect with their audience by implementing visual advertising strategies.

Data visualization is a

technique that helps with data management by giving data a clear, visually appealing

representation. It facilitates precise comprehension and memory of information. Because

 1
2

they can show various proportions and trends, visual-based content like pie and bar charts

facilitates information extraction and understanding. For those working in marketing,

creative industries, and data-loving fields, this is essential. Daniel Abbott (2021)

Text-only strategies

were the main focus of search engine optimization (SEO), but this strategy is no longer

useful. Businesses can stand out and engage their audience with the use of visuals.

According to studies, 90% of the information that is sent to the brain is visual, and the

eyes are capable of processing 36,000 visual messages every hour. Compared to other

content, visuals are more quickly and strongly processed and elicit stronger reactions.

According to science, the brain links emotional reactions to visual stimuli, which helps

the brain form memories. A picture speaks a thousand words, and using text alone is not

as effective when telling a story to humans. As a result, in order for businesses to be

noticed and draw in customers, visuals are crucial.

Expert Commentator (2020)

Adam Peruta and Alison Shield (2018), higher education institutions use social

media, with a particular emphasis on branding consistency and content frequency. It

appears at constituent interaction on Facebook posts from 66 of the best US colleges and

universities. The type of media and posting frequency were found to have a significant

impact on engagement, with significant differences observed across different types of

institutions. The report emphasizes the significance of consistent branding in attracting in

and keeping students, and it offers guidance to university social media managers

regarding how to better manage their content to boost engagement and expand the reach

of their posts. Decreased enrolment and the rise of remote and online lifestyles are
 1
3

driving up demand for flexibility in higher education. This affects marketing strategies as

well as the design of non-traditional and online programs. Maintaining open lines of

communication with students who are thinking about going back to school requires an

effective awareness strategy. Authentic, relatable, and customized messaging is what

makes it effective. Campaigns ought to center on how the program will swiftly and

permanently change participants' lives rather than the campus or college experience.

Anthology (2022) Having a well-defined email marketing strategy enables

marketers to plan out their email advertising process in advance. Consequently, other

stakeholders in the business can stay informed about their responsibilities at all times,

ensuring coordination when executing an email campaign. A business can schedule time-

based promotions or non-promotional emails with an email marketing strategy. Emails

with time-sensitive messages encouraging recipients to take action—like buying a

product at a discount, signing up for a new class, or making an appointment—are known

as time-based promotions. Marketers can assess the success of their email marketing

campaigns by using email marketing strategies. Send Pulse (2020)

According to a report released by Salesforce.org,

the spring of 2020 showed a 3.5 percent drop in overall enrollment in higher education

programs. Of course, the COVID19 pandemic may be largely to blame, but it’s also a

function of outdated marketing strategies. In the face of a global crisis, students were

unaware of how potential schools could fit them and their needs. In addition to the

decline in enrollment, the same report stated that 19 percent fewer adults felt a college

education was worth the time and expense. A whopping 33 percent fewer college-age

young adults saw great value in higher education. Thinkpod Agency (2022)
 1
4

Using data and

feedback, customer relationship marketing (CRM) is a strategy that aims to create

enduring customer relationships and loyalty. It is not the same as conventional

transactional marketing, which concentrates on single sales. CRM seeks to establish

emotional ties with clients in order to increase lifetime value and loyalty as well as to

develop brand ambassadors and word-of-mouth marketing. Jenn Day (2018)

In order to attract customers to your business, you need to first attract their

attention. And with hundreds (if not thousands) of competitors in most industries, a

marketing communication strategy is your chance to outline how you plan to capture and

keep the attention of consumers. It encompasses all the tools, strategies, and tactics a

company uses to convey its marketing messages and build relationships with customers

or stakeholders. The primary goal of marketing communication is to influence the

perceptions, attitudes, and behaviors of the target audience in a way that supports the

company's overall marketing objectives. Khalipha Ntloko (2023)

Relates Studies

According to North Star Marketing (2023). A lot of schools clearly want to

connect with potential families through Ages-and-Stages, their marketing approaches

sometimes don't match the divisions' academic progression. School messaging often
 1
5

misses the opportunity to help parents understand how the school supports their child's

growth in the current Age-and-Stage while preparing them for what comes next because

it is either too general or too specialized to a particular grade. The inability to establish a

clear relationship is a major lost opportunity that prevents parents from understanding the

entire impact of the school on their child's educational path. A more sophisticated and

integrated marketing strategy is required to highlight the school's dedication to each

student's full development in line with Ages-and-Stages.

A strategy known as "gendered marketing" is aimed at a particular target market

of customers based on their gender. It's a method of grouping different people together

into a single group according to their gender. Personal hygiene products such as

shampoos and razors have been specifically targeted to one sex market over the years. In

the personal care sector, products targeted towards women are typically more expensive

and offer a wider range of options than products targeted towards men. This suggests that

businesses view women as a more profitable income stream. Gender-Based Personal Care

Marketing Strategy. Sharon Michelsson (2021)

According to the Kantar (2018), one tried-and-true tactic for

effectively reaching a large target audience is gender-based marketing. Advertisements

for food and retail products target the fairer sex, while those for baby and laundry

cleaners target the fairer sex, 71% and 60%, respectively, despite claims of being gender-

neutral. This implies that marketing a brand's products to particular genders has

historically worked well. However, because viewers are inundated with 5,000

advertisements every day, generic communication is rendered ineffective, and marketers

frequently undervalue the significance of gender-based marketing. Undifferentiated

 1
6

messaging has the potential to enrage viewers, so in order to effectively reach their

audience, marketers need to fully comprehend the implications of gender-based

marketing. We must take a gendered approach to

marketing if we want to succeed as marketers. Campaigns that segment people based on

gender must appeal to the targeted gender. Marketing based on gender can be made

simpler and more effective by utilizing a gender-reversed append tool such as

NameGenderPro.com. Businesses can access over 174K unique first names on

NameGenderPro.com, which is compiled from reliable census data from the US, UK,

Canada, and Australia. NameGenderPro is incredibly easy to use. To begin using this

effective consumer segmentation strategy, simply download the website's list of first

names that are unique based on gender, then incorporate the appended gender into your

marketing materials. Alex Zbooker (2019)

According to AppInstitute (2023) Social media is useful for one-way

communication in the field of school marketing, but because it isn't as good at creating

significant two-way connections, academic institutions are looking into more specialized

approaches. Developing a customized school app presents a wise course of action,

offering a safe and regulated medium for efficient communication. By providing real-

time information on children' academic progress and school activities, this app acts as a

single hub for timely updates, privacy and security maintenance, and increased parental

involvement. Compared to the wider but less targeted reach of social media, the move

toward school apps seeks to foster a more involved and knowledgeable school

community.

Students in Generation Z, or those between the ages of 14 and 22, use social
 1
7

media sites to choose their universities, according to a study from the University of

Johannesburg. Despite frequent use, only 37.4% of students reported using social media

at their preferred university. Over half of the students used the university's social media

platforms to compare offerings, and 33% of them interacted with the campus culture.

Social media can be a useful tool for universities to use for marketing purposes, since

Facebook is the most frequently consulted platform for information about universities.

Marketers and communicators can use the results to obtain valuable insights into how to

influence the study destination decisions of potential students. Lesmarie Bentley-Steyn,

(2019)

Baby Boomers are more likely to use YouTube and Facebook. In fact, 70% of

Boomers reportedly used YouTube the most, while 68% used Facebook in 2019.

Compare this to Gen X who prefers Facebook and Twitter. Younger generations like the

Millennials and Gen Z have different online habits as well. According to Statista,

between 92-95% of Millennials use YouTube, 70-78% use Facebook, 69-79% use

Instagram, and 53-64% use Snapchat. Only about half of all Millennials and Gen Z use

Twitter. Eight Media (2020)

Visual marketing is a technique to use images, videos, and other multimedia

content to present information to your target audience. Images are critical to web design

and are browser-friendly. The visual marketing strategy encourages users to find newer

ways to use images and create captivating content. Facebook posts with images gain 2.3

times more engagement than the posts which lack images. Simplilearn (2023)

According to Hubspot (2021), Infographics are the fourth most popular type of

visual marketing content. Infographics are a combination of text and visual elements to
 1
8

deliver information in a better way. It aims at intuitiveness through content visualization.

The information is easy to understand and can be shared via social media. The

infographic below explains the application process and makes it easier to understand and

remember.

Traditional teaching strategies are making way for a more collaborative learning

style, where students play active roles in their learning process. This work focuses on the

discussant role activity in the market research subject in a business administration

bachelor's degree as a way of empowering students' roles. The discussant activity fosters

critical thinking and debate between classmates while also encouraging communication

and relational skills. The empirical findings show that interactions in the classroom

during the activity contribute to students' final evaluation of the activity and positively

affect cross-curricular and subjective learning performance. Carmina Fandos-Herrera,

Carolina Herrando, Juulio Martinez and Jose Pina (2022)

Email marketing is one of the most cost-effective ways to promote your business,

whether your goal is to build your brand or sell more stuff. Our field marketing

guide provides effective email marketing strategies and anything else you need to know

to make the most of this platform. Learn how to create an email marketing plan, design

effective emails all along your sales funnel, test them, and improve your deliverability

rates. Then discover the power of marketing automation and how to measure the success

of your emails. (Nick Sapia)

This study looks at the opinions of upper-level marketing majors regarding the

academic quality of their program as well as their learning styles. Findings from a survey

of 345 senior marketing students indicate that the deep and surface approaches are most
 1
9

often used, after the strategic method. Higher opinions of the caliber of the academic

program are correlated with deep and strategic learning strategies. William, Therea &

Irvine (2020)

A key component of customer relationship management (CRM), which aims to

build and preserve strong relationships with customers, is relationship marketing.

Through email marketing, it involves establishing and sustaining client engagement,

which raises the possibility that they will do business with the company again. Referrals,

reviews, and repeat business are all greatly appreciated from faithful consumers.

Businesses have many benefits when relationship marketing strategies are implemented

correctly. Neverbounce (2018)

The process of developing, promoting, providing, and trading goods and services

with consumers and the general public is known as marketing. It entails a variety of

actions taken by businesses to market their products and services. For businesses,

marketing communication is essential because it empowers customers to make well-

informed purchasing decisions. It facilitates the transfer of goods, services, and concepts

from producers to final consumers while fostering and preserving connections with

clients, potential clients, and other stakeholders. When there is effective communication

among team members, there is a greater likelihood of long-term solutions to meet clients'

needs. Arshi Singla (2019)

 2
0

CHAPTER 3

RESEARCH METHODOLOGY

This chapter describes the research methodology used to conduct this study. It

includes information on the research design, population and sample, data collection and

analysis methods, and ethical considerations.

Research Design

The researcher used descriptive method research to determine the Marketing

Strategies of Private Colleges and its Success. This design was chosen because it is

appropriate for the study’s research questions and objectives, which are to describe the

characteristics of the population or phenomenon.

Descriptive research casually establishes connections or makes predictions;

instead, it focuses on giving an in-depth overview or summary of the topic of interest. As

a foundation for additional study, descriptive research is frequently the initial phase in the

research process.

According to Calderon (2008), as cited by Alberto (2011), descriptive research,

usually referred to as statistical research, describes information about the population or

phenomena under study. Frequencies, averages, and other statistical computations are

done using this study methodology. The prior approach is frequently the most effective

when writing descriptive research or conducting a survey investigation.

Population and Sampling Technique

This study employed the purposive method in selecting respondents. Purposive

sampling, also known as judgment sampling, refers to the researchers selecting

 2
1

participants who can provide unique insights or information relevant to the study. It also

allows for the selection of participants that align closely with the research focus, but it

also requires careful consideration of potential bias and the transparency of the selection

process.

The respondents of the study will be the marketing managers and some of the

school staff of the five (5) private colleges here in Santa Cruz, Laguna, including AMA,

STI, PHINMA Laguna Network, and Southbay Montessori.

Research Instrument

The researchers will conduct unstructured interviews and questionnaires with five

(5) point likert scale responses as their research instrument. Unstructured interviews use

verbal communication, mostly face-to-face interactions, to collect data about the

attitudes, beliefs, and experiences of participants, as cited by Sally, Cristy, and Kari

(2019). Interviews are a practical, frequently economical, and efficient way to learn about

the social context of those involved in the study. The first part of the question consists of

the demographic of the school employee. The second part was about the marketing

strategies of the private schools and colleges, and the third part was about the level of

success.

Table 1: Likert 5 Point Scale Interpretation

Scale Range Verbal Interpretation

5 4.20 - 5.00 Strongly Agree
4 3.40 - 4.19 Agree
3 2.60 - 3.39 Neutral
2 1.80 - 2.59 Disagree
1 1.00 - 1.79 Strongly Disagree

Research Procedure
 2
2

The researchers will ask the departmental dean for permission to conduct a

survey. Once approved, the researchers will prepare the necessary material for the study

which is the questionnaires. The questionnaire will be given individually through

personal visit at the five (5) different private colleges in Santa Cruz, Laguna, including

AMA, STI, PHINMA Laguna Network, and Southbay Montessori.

Statistical Treatment

The researchers would use statistical tools such as Frequency and Percentage,

Mean and Standard Deviation and Regression

The Frequency and Percentage will be used to analyze the potential impact of

demographic variables (Age and Sex) on the perceived effectiveness of marketing

strategies and communication. Mean and Standard Deviation will be used for each

marketing strategy (Video Marketing, Visual Data Marketing, Student-Focused

Marketing, Email Marketing) based on the perceived effectiveness rated by participants.

Regression is for measuring the strength and direction of linear relationships

between pairs of continuous variables (Student Competency, Customer Relationship and

Communication Effectiveness).
 2
3

CHAPTER 4

RESULTS AND DISCUSSION

This chapter presents the data gathered the results of the statistical analysis done

and interpretation of findings. These are presented in tables following the sequence of the

specific research problem regarding the effect of Marketing Strategies to the Success of

the different Private Schools and Colleges.

Table 2: What is the Demographic Profile of the employees in terms of Sex

Sex Frequency Percentage

Male 18 45.00
Female 22 55.00

Total 40 100.00

Table 2 presents the sex distribution of the employees who took part in the

research. As seen in the table, 18 out of 40 respondents were male or 45% of the research

participant. On the other hand, 22 or 55% of the respondents were female.

Table 3: What is the Demographic Profile of the employees in terms of Age

Age Frequency Percentage
25-30 years old 29 72.50
30-40 years old 9 22.50
40-50 years old 2 5.00
Total 40 100.00

Table 3 presents the age distribution of the respondents in the study. As reflected
 2
4

in the table, out of 40 respondents were mostly 26-25 and 30 years old or 72.50% of the

respondents. With the least number of respondents is the age range of 40-50 years old or

5% of the respondents fall on this age.

Verbal
Mean SD
Statement Interpretation
1. Gives the target audience an insider perspective
4.63 0.83 Strongly Agree
of the school.
2. Use to convey information about the private
4.75 0.43 Strongly Agree
school/college’s programs and offerings.
3. Communicated the extracurricular activities
4.58 0.54 Strongly Agree
offered by the institution.
4. Shows the various community service activities
4.60 0.70 Strongly Agree
in which students can participate in the school.
5. Displays the school's academic and nonacademic
4.70 0.56 Strongly Agree
programs to its target audience.
Overall 4.65 0.61 Strongly Agree
Table 4: Level of Marketing Strategies in terms of Video Marketing

Table 4 presents level of marketing strategies in terms of in terms of video

marketing. Among the evaluated statements, "Use to convey information about the private

school/college’s programs and offerings." received the highest average rating of 4.75 (SD

= 0.43), whereas the statement "Communicated the extracurricular activities offered by the

institution. " obtained the lowest mean score of 4.58 (SD = 0.54).

The overall mean score, which is 4.65 (SD = 0.61) collectively suggest that the

level of marketing strategies in terms of in terms of video marketing is “Strongly Agree”.

Many educational institutions, such as schools and universities, see social media

as a crucial component of their marketing strategies. They put time and effort into

monitoring and upgrading their social media platforms in order to forge connections with

two important groups: alumni who have already graduated and potential students who
 2
5

may join in the future. In today's quick-paced marketing environment, social media has

emerged as an essential tool for colleges, providing instant and direct engagement with

target audiences and creating a sense of community and connection. Adam and Alison,

(2018)

Verbal
Mean SD
Statement Interpretation
1. Displays images and visuals that portray the
4.70 0.60 Strongly Agree
layout of the school.
2. Use charts and graphs of enrollees for sharing
4.50 0.63 Strongly Agree
information about the school's programs.
3. Showcase the students’ achievements and
4.83 0.38 Strongly Agree
successes
4. Display the image of the graduates of the
4.70 0.56 Strongly Agree
school/college.
5. Visual elements (such as images, graphics, and
videos) used in our marketing materials align
4.68 0.52 Strongly Agree
with the values and brand image of our
institution.
Overall 4.68 0.54 Strongly Agree
Table 5: Level of Marketing Strategies in terms of Visual Data Marketing

Table 5 presents level of marketing strategies in terms of in terms of visual data

marketing. Among the evaluated statements, "Showcase the students’ achievements and

successes" received the highest average rating of 4.83 (SD = 0.38), whereas the statement

"Use charts and graphs of enrollees for sharing information about the school's programs."

obtained the lowest mean score of 4.50 (SD = 0.63).

The overall mean score, which is 4.68 (SD = 0.54) collectively suggest that the

level of marketing strategies in terms of in terms of visual data marketing is “Strongly

Agree”.
 2
6

Data visualization is a technique that helps with data management by giving data

a clear, visually appealing representation. It facilitates precise comprehension and

memory of information. Because they can show various proportions and trends, visual-

based content like pie and bar charts facilitates information extraction and understanding.

For those working in marketing, creative industries, and data-loving fields, this is

essential. Daniel Abbott (2021)

Verbal
Mean SD
Statement Interpretation
1. It shows the details about the prescribed
4.68 0.47 Strongly Agree
school uniform.
2. The inclusion of the available digital learning
tools aligns with the needs and preferences of 4.58 0.59 Strongly Agree
students
3. Provides clear and easily accessible
4.38 0.91 Strongly Agree
information about class schedule
4. Breakdown of tuition fees is transparent and
4.43 0.83 Strongly Agree
easily to understand.
5. Information about specialized facilities such
as laboratories or creative spaces is well 4.38 0.80 Strongly Agree
explained.
Overall 4.49 0.72 Strongly Agree
Table 6: Level of Marketing Strategies in terms of Student-Focused Marketing

Table 6 presents level of marketing strategies in terms of in terms of student-

focused marketing. Among the evaluated statements, "It shows the details about the

prescribed school uniform." received the highest average rating of 4.68 (SD = 0.47),

whereas the statement "Information about specialized facilities such as laboratories or

creative spaces is well explained." obtained the lowest mean score of 4.38 (SD = 0.80).

The overall mean score, which is 4.49 (SD = 0.72) collectively suggest that the

level of marketing strategies in terms of in terms of student-focused marketing is

 2
7

“Strongly Agree.”

Decreased enrolment and the rise of remote and online lifestyles are driving up demand

for flexibility in higher education. This affects marketing strategies as well as the design

of non-traditional and online programs. Maintaining open lines of communication with

students who are thinking about going back to school requires an effective awareness

strategy. Authentic, relatable, and customized messaging is what makes it effective.

Campaigns ought to center on how the program will swiftly and permanently change

participants' lives rather than the campus or college experience. Anthology (2022)

Table 7: Level of Marketing Strategies in terms of Email Marketing

Verbal
Mean SD
Statement Interpretation
1. Providing details about application processes,
4.40 0.62 Strongly Agree
deadlines, and requirements.
2. Promotional correspondence covers admission
4.50 0.55 Strongly Agree
details and the application procedure.
3. Sending Example materials of list of courses
4.58 0.70 Strongly Agree
with tuition fees.
4. Marketing campaigns showcase the unique
4.53 0.67 Strongly Agree
features and offerings of the school/college.
5. Promote the future activities and events of the
4.35 0.73 Strongly Agree
private school/college.
Overall 4.47 0.65 Strongly Agree

Table 7 presents level of marketing strategies in terms of in terms of email

marketing. Among the evaluated statements, "Sending Example materials of list of courses

with tuition fees." received the highest average rating of 4.58 (SD = 0.70), whereas the

statement "Promote the future activities and events of the private school/college." obtained

the lowest mean score of 4.35 (SD = 0.73).

The overall mean score, which is 4.47 (SD = 0.65) collectively suggest that the
 2
8

level of marketing strategies in terms of in terms of email marketing is Strongly Agree.

Table 8: Level of Success in terms of Student Competency

Verbal
Mean SD
Statement Interpretation
1. Skill on communication could be enhanced by
4.63 0.48 Strongly Agree
the institution’s facility.
2. Marketing efforts of our school/college
effectively showcase the academic competency of 4.60 0.49 Strongly Agree
our students.
3. School leadership fosters a positive and
4.60 0.54 Strongly Agree
collaborative work culture among employees.
4. Overall quality of education provided by the
4.73 0.53 Strongly Agree
school reflects the competence of its employees.
5. School has effective mechanisms for assessing
4.53 0.59 Strongly Agree
and improving employee performance.
Overall 4.62 0.53 Strongly Agree

Table 8 presents the level of success in terms of student competency. Among the

evaluated statements, "Overall quality of education provided by the school reflects the

competence of its employees." received the highest average rating of 4.73 (SD = 0.53),

whereas the statement "School has effective mechanisms for assessing and improving

employee performance." obtained the lowest mean score of 4.53 (SD = 0.59).

The overall mean score, which is 4.62 (SD = 0.53) collectively suggest that the

level of success in terms of student competency is Strongly Agree.

 2
9

Table 9: Level of Success in terms of Customer Relationship

Verbal
Mean SD
Statement Interpretation
1. Staff and faculty at the private school/college
are approachable and responsive to inquiries and 4.85 0.36 Strongly Agree
concerns.
2. Promotes diversity and inclusion in its
4.78 0.47 Strongly Agree
community.
3. School fosters a culture of innovation and
continuous improvement in its educational 4.70 0.56 Strongly Agree
approach.
4. Provides a safe and welcoming environment. 4.73 0.50 Strongly Agree
5. Institution values and promotes a positive and
4.60 0.51 Strongly Agree
inclusive school community.
Overall 4.73 0.48 Strongly Agree
Table 9 presents the level of success in terms of customer relationship. Among the

evaluated statements, "Staff and faculty at the private school/college are approachable and

responsive to inquiries and concerns." received the highest average rating of 4.85 (SD =

0.36), whereas the statement "Institution values and promotes a positive and inclusive

school community." obtained the lowest mean score of 4.60 (SD = 0.51).

The overall mean score, which is 4.73 (SD = 0.48) collectively suggest that the

level of success in terms of customer relationship is “Strongly Agree”.

Using data and feedback, customer relationship marketing (CRM) is a strategy

that aims to create enduring customer relationships and loyalty. It is not the same as
 3
0

conventional transactional marketing, which concentrates on single sales. CRM seeks to

establish emotional ties with clients in order to increase lifetime value and loyalty as well

as to develop brand ambassadors and word-of-mouth marketing. Jenn Day (2018)

Table 10: Level of Success in terms of Communication Effectiveness

Verbal
Mean SD
Statement Interpretation
1. Employees of the private school/colleges
communicates important information to prospective 4.83 0.38 Strongly Agree
parents/guardians.
2. The employee/staff communicate clearly and
4.85 0.36 Strongly Agree
promptly with students regarding academic matters.
3. Institution provides clear and transparent
information about academic programs, admission 4.75 0.49 Strongly Agree
processes, and fees.
4. Private school and college encourages open
communication for their prospective students and 4.75 0.43 Strongly Agree
prospective parents/guardian.
5. School provides clear communication activities
4.70 0.46 Strongly Agree
and opportunities for student involvement.
Overall 4.78 0.42 Strongly Agree

Table 10 presents the level of success in terms of communication effectiveness.

Among the evaluated statements, "The employee/staff communicate clearly and promptly

with students regarding academic matters." received the highest average rating of 4.85

(SD = 0.38), whereas the statement "School provides clear communication activities and

opportunities for student involvement." obtained the lowest mean score of 4.70 (SD =

0.46).
 3
1

The overall mean score, which is 4.78 (SD = 0.42) collectively suggest that the

level of success in terms of communication effectiveness is Strongly Agree.

The process of developing, promoting, providing, and trading goods and services

with consumers and the general public is known as marketing. It entails a variety of

actions taken by businesses to market their products and services. For businesses,

marketing communication is essential because it empowers customers to make well-

informed purchasing decisions. It facilitates the transfer of goods, services, and concepts

from producers to final consumers while fostering and preserving connections with

clients, potential clients, and other stakeholders. When there is effective communication

among team members, there is a greater likelihood of long-term solutions to meet clients'

needs. Arshi Singla (2019)

Table 11: Significant Effect between the Marketing Strategies to the Success of the

different Private Schools and Colleges.

Marketin Beta p-
df df
g Level of Success Coefficien R² f-stat valu
1 2
Strategies t e
Student Competency 0.026
Video Customer Relationship 0.014 0.92
0.0294 12.3 3 41
Marketing Communication 6
-0.032
Effectiveness
Student Competency 0.047
Visual
Customer Relationship 0.0643 0.29
Data 0.0374 14.9 3 41
Communication 4
Marketing 0.0324
Effectiveness
Student Competency 0.0734
Student-
Customer Relationship -0.0364 0.57
Focused 0.0254 15.7 3 41
Communication 2
Marketing 0.446
Effectiveness
Student Competency 0.0245
Email Customer Relationship 0.148 0.11
0.0815 55.6 3 41
Marketing Communication 8
0.0249
Effectiveness
 3
2

Table 11 shows a multiple regression analysis on the effect of marketing

strategies on the level of success. It was shown on the table that the p-value obtained

were greater than the significance alpha 0.05, hence there is no significance.

The null hypothesis is accepted. The marketing strategies of the private schools

and colleges doesn't have a significant effect on the level of success of the students.

CHAPTER 5

SUMMARY, CONCLUSION AND RECOMMENDATIONS

SUMMARY OF FINDINGS

The following findings were based on the gathered and interpreted data.

The result of administration officers -respondents demographic profile with regards

to age “25-30 years old” got the highest frequency of twenty-nine (29) and the age “40-50

years old” got the lowest frequency of two (2). In regards to profile in terms of gender out

of fourth (40) respondents the Female got the highest frequency of twenty-two (22) and the

Male got the frequency of eighteen (40).

The level of Marketing Strategies in terms of Video Marketing has the weighted

mean of (4.65) and standard deviation of (0.61). The level of Marketing Strategies in

terms of Visual Data Marketing has the weighted mean of (4.68) and standard deviation of

(0.54). The level of Marketing Strategies in terms of Student Focused Marketing has the

weighted mean of (4.49) and standard deviation of (0.72). The level of Marketing

Strategies in terms of Email Marketing has the weighted mean of (4.47) and the standard
 3
3

deviation of (o.65)

The level of Success in terms of Student Competency has a weighted mean of (4.62)

and standard deviation of (0.53). The level of Success in terms of Customer Relationship

has a weighted mean of (4.73) and standard deviation of (0.48). The level of Success in

terms of Communication Effectiveness has a weighted mean of (4.78) and standard

deviation of (0.42).

CONCLUSION

1. The conducted study brought forth insightful findings on the

effectiveness of various marketing strategies employed by private

schools and colleges.

2. Marketing methods such as video marketing, visual data marketing,

student-focused marketing, and email marketing demonstrated a high

level of efficacy in conveying information, showcasing

achievements, and enhancing the overall image of private educational

institutions.

3. The success metrics, encompassing student competency, customer

relationship, and communication effectiveness, reflected a

commendable level of achievement, indicating the positive impact of

these marketing endeavors.

 3
4

RECOMMENDATIONS (number must be based on SOP)

1. To capitalize on these positive outcomes, private schools are encouraged to

continue diversifying their marketing channels, embracing emerging digital

platforms to enhance visibility and engagement.

2. The study underscores the importance of continuous assessment and adaptation of

marketing strategies, ensuring institutions remain responsive to changing

demographics, technological advancements, and educational trends.

3. Collaboration with marketing professionals and ongoing research initiatives can

provide valuable insights, bringing fresh perspectives and innovative approaches

to strengthen institutional marketing.

4. Embracing data analytics for informed decision-making is pivotal, enabling

institutions to identify areas of improvement and refine their strategies for

sustained success.

5. Future endeavors could include longitudinal studies to offer a comprehensive

understanding of the long-term impact of marketing strategies on enrollment

rates, financial stability, and institutional prestige.

this study underscores the pivotal role of effective marketing strategies in shaping

the success of private colleges. While the statistical analysis did not reveal a

significant correlation, the feedback and alignment with established marketing

theories highlight the practical importance of strategic marketing in the fiercely

competitive landscape of private higher education. Private colleges are

recommended to embrace digital marketing, stay adaptable to evolving trends,

 3
5

collaborate with professionals, leverage data analytics, and consider longitudinal

studies for a comprehensive understanding. Implementing these recommendations

can empower private colleges to enhance their marketing effectiveness, ultimately

contributing to sustained success in the ever-evolving educational environment.

LITERATURE CITED

Adam Peruta & Alison Shields (2018). Marketing your university on social media
https://www.tandfonline.com/doi/abs/10.1080/08841241.2018.1442896

Anthology (2022) A Students-Centric Approach to Higher Education Marketing

https://www.anthology.com/blog/a-student-centric-approach-to-higher-education-
marketing-in 2022#:~:text=The%20most%20effective%20messaging%20is,their
%20lives%20quickly%20and%20permanently.

Arshi Singla (2019) Importance of Communication in Marketing

https://www.linkedin.com/pulse/importance-communication-marketing-arshi-singla

Brown, R. D. (2019). Strategic Enrollment Management: A Comprehensive Guide to

Implementing Sustainable Solutions. Stylus Publishing.

Caleb Smith (2020) Email Marketing Strategy

https://sendpulse.com/support/glossary/email-marketing-strategy?
fbclid=IwAR3wPIjbyDymmMBExvI5LnOw0xp_TuN0tCktNchSpfi75ufEI31KP
Kik5xc
Carol S Hall and Tay R Sauer (2020) Video Marketing Strategies for Gen. Z
https://core.ac.uk/works/126716627?
fbclid=IwAR0h_snPUvJajunZhGBB0KJVFNb1DBe2LZt3rwvSkOnTGh9HEC_4
I27TSgg

Daniel Abbott (2021) The Benefit of Using Visual in Marketing

 3
6

https://www.linkedin.com/pulse/benefits-using-data-visualizations-marketing-daniel-
abbott?fbclid=IwAR10wyF26w5m8XqguqDf1m-
BTMROqoqSdpu1twUm7afgBmpptFpSJXOo7hM

Demiray, U. (2007). Strategies for the Marketing of Higher Education. ERIC.

https://files.eric.ed.gov/fulltext/ED496531.pdf

Expert Commentator (2020) How Powerful is Visual Content in Marketing Strategy?

https://www.smartinsights.com/content-management/how-powerful-is-visual-content-in-
a-marketing-strategy/?
fbclid=IwAR1o4WDd7UcrdYJH_ckM7DoL8Au6ozS1Oy2IIxXXq0l_Wp6aXYv6__-
_ddY

Eight Media (2020) Generational Marketing: How Do You Market to Every Age Group
https://eightmedia.ph/blog/generational-marketing-how-do-you-market-to-every-age-
group/?
fbclid=IwAR04uPDN4M5lAnQRLZf4e2QKG8zSOkQUGn8_LnBwaVCbfaNljrw1vJ4W
XFw

Hung, R. R., Saavedra, L., Estoesta, T., Lumandas, R., & Villarosa, M. (2023).
Traditional and Digital Marketing Strategies on Selected Private Schools in
Manila City: An Analysis. Retrieved from SSRN:
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4460822

Ian Edwards (2019) Marketing to Different Age Demographics

https://www.beeliked.com/blog/audience-engagement/marketing-to-different-age-
demographics

Jenn Day (2018) Definition of Customer Relationship Marketing Strategies, Benefit, and
more
https://www.ngdata.com/what-is-customer-relationship-marketing/?
 3
7

fbclid=IwAR04L_0oUrgS_th5P-zeFU718B1JDNjf5xw-

Johnson, M., & Brown, K. (2019). Shifting demographics and their impact on private
college marketing. Journal of Higher Education Trends, 24(4), 112-128.

Khalipha Ntloko (2023) Why You Nees A Marketing Strategy

https://www.meltwater.com/en/blog/why-you-need-a-marketing-communication-
strategy?fbclid=IwAR11ZuECw5CGxXvMHO8N53Aay-Mya4JH_T-
SJeXE9oINN_ZVbpiUAD8cxho

Kotler, P., & Fox, K. F. (1995). Strategic Marketing for Educational Institutions. Pearson.

Lesmarie Benttley (2019) The effectiveness of social media marketing communication

for institutions of higher education
https://core.ac.uk/works/85800716?
source=1&algorithmId=15&similarToDoc=126716627&similarToDocKey=COR
E&recSetID=183faa5e-4799-4a35-ade6-
ce2db7cf2cdd&position=5&recommendation_type=same_repo&otherRecs=6255
1582%2C131090107%2C75568797%2C47799699%2C85800716&fbclid=IwAR
21zxXlOQHqZVkd8u_5sjgeKgLDGmtzOH0mqgl01gHlPpFrdhaauboXn_I

Manja Klemencic (2017) From Student Engagement to Student Agency: Conceptual

Considerations of European Policies on Student-Centered Learning in Higher
Education
https://link.springer.com/article/10.1057/s41307-016-0034 4?
fbclid=IwAR1doWktLjEPo1gMykbv_fKxA_TLzcAYwNzaUL9cTltXcgZKqePsl
ay4wbQ

Mercado, J., & Mercado, M. A. V. (2017). Assessing the Level of Effectiveness of

Marketing Activities of HEIs in the National Capital Region. In Proceedings of
IRCHE 2017 DOI: 10.18502/kss.v3i6.2416
 3
8

https://knepublishing.com/index.php/Kne-Social/article/view/2416/5310

Mark Mcintyre, (2020) Effectively Using Location Based Marketing Strategies for your
Business
https://digitalagencynetwork.com/effectively-using-location-based-marketing-strategies-
for-your-business/?fbclid=IwAR0cLXsIMBZeFKG-WeRd7zEaL82FHz68UJ-
gsFTgRgShYjJV6y-IAPBnhhg

Natalie Yelton and Dallin Porter (2022)

https://www.galacticfed.com/blog/the-five-most-effective-visual-marketing-tactics?
fbclid=IwAR02R12N2BAyLjCMEOwkZokTfHYwrgNlCKQNkr9-xPRrubXVvLl-
TygX8Jc

Romero, M. L. (2022). Cracking the Code to Effective Marketing in Higher Education: A

Case Study of Recruitment and Retention of First-Generation, Latinx Community
College Students. St. John's Scholar. Retrieved from
https://scholar.stjohns.edu/cgi/viewcontent.cgi?
article=1434&context=theses_dissertations

Sally Nathan, Cristy Newman, and Kari Lancaster (2019). Qualitative Interviewing
https://philpapers.org/rec/NATQI

Send Pulse (2020) Email Marketing Strategy

https://sendpulse.com/support/glossary/email-marketing-strategy?
fbclid=IwAR12OMMq3IxVYcfDnTdIBe4JFH8eey40UEWR9QFogueEFsQ6UKxvhrkV
fmA

Seth D. Zimmerman (2019) Elite College and Upward Mobility to Top Jobs and Top
Incomes
https://www.aeaweb.org/articles?
id=10.1257%2Faer.20171019&fbclid=IwAR1jJG63zp6q_hvVrGPXbPPqfkO5G5zzvke1
 3
9

MgF7e05cmHzaXdJhEhE-7QM

Sharma, R., & Nandi, S. (2022). Study Of Marketing Strategy Within Private Higher
Education Institutions. Journal of Positive School Psychology, 6(7), 5139-5147.

Sharon Michelsson (2021) Gendered Marketing Strategy in Personal Care

https://www.theseus.fi/bitstream/handle/10024/510597/Thesis_2021.pdf?
sequence=2&isAlloed=y#:~:text=Gendered%20marketing%20is%20a
%20strategy,on%20being%20male%20or%20female
Smith, E. (2020). The role of branding in private college success: A longitudinal analysis.
Journal of Educational Leadership, 38(3), 301-317.

Taylor, R., & Davis, A. (2019). Assessing institutional reputation in private higher
education: A comprehensive framework. Higher Education Research Quarterly,
50(2), 167-184.

Team Pepper (2022) Understanding Gender-Based Marketing Strategies in the Digital

Era
peppercontent.io/blog/gender-based-marketing/?
fbclid=IwAR3Pl1rb9_66iwsbaSmWvTkusv1ZTXuOXWfNEc1Rn2yG6cjwFZsnxsYwbC
o

Thinkpod Agency (2022) Student Centered Higher Education Marketing

https://thinkpodagency.com/higher-education-marketing blog/?
fbclid=IwAR1YyV7O3oiqYe7Ej_avZkorjV0uSqvz1qizYwcqh7n2632Tr355tQuk
TLo

Uchendu, C. C., Nwafor, I. A., & Nwaneri, M. G. (2015). Marketing Strategies and
Students’ Enrolment in Private Secondary Schools in Calabar Municipality, Cross
River State, Nigeria. International Journal of Education and Practice, 3(5), 212-
223. DOI: 10.18488/journal.61/2015.3.5./61.5.212.223
 4
0

Velez, G. (2023, April 19). The Importance of Market Research for Higher Education
Institutions in the AI Era. LinkedIn. URL:
https://www.linkedin.com/pulse/importance-market-research-higher-education-ai-
era-gabriel-velez

Williams, C. (2020). Digital marketing strategies in private college recruitment: A survey

of best practices. Journal of Marketing in Higher Education, 35(1), 20-35.

William Faranda, Theresa Clarke & Irvine Clarke, III (2020) Marketing Student
Perceptions of Academic Program Quality and Relationships to Surface, Deep, and
Strategic Learning Approaches
https://journals.sagepub.com/doi/10.1177/0273475320939261#body-ref-bibr89-
0273475320939261

Yang, X. (2016). Education Marketing Research. Theoretical Economics Letters, 6(5),

Article ID: 71381. DOI: 10.4236/tel.2016.65111
https://www.scirp.org/journal/paperinformation.aspx?paperid=71381

Zainudin, Z., Abdul Fattah, M. F. B., & Hizam, S. M. (2019). Does Marketing Success
Factors Influence Private College Admission? Evidence from Malaysia.
International Journal of Financial Research, 10(5), 440. DOI:
10.5430/ijfr.v10n5p440https://www.researchgate.net/publication/333723989_Doe
s_Marketing_Success_Factors_Influence_Private_College_Admission_Evidence_
From_Malaysia

Zebal, M. A., & Goodwin, D. R. (2012). Market orientation and performance in private
universities. Marketing Intelligence & Planning
https://www.researchgate.net/publication/
241978448_Market_orientation_and_performance_in_private_universities
 4
1

A. LETTER OF REQUEST
 4
2
 4
3
 4
4
 4
5

B. SURVEY QUESTIONNAIRES
 4
6
 4
7
 4
8

C. VALIDATOR’S CERTIFICATION
 4
9

D. ANSWERED SURVEY EXAMPLE

D.ANSWERED SURVEY EXAMPLE

 5
0
 5
1
 5
2

E. SURVEY DOCUMENT PICTURES

The researchers decided to conduct this research through face to face by giving
a printed survey-questionnaires. The respondents of this study are forty (40)
Administration Officers of Four Private Schools and Colleges in Santa Cruz Laguna.

The researchers conducted the survey on December 4-8, 2023. The

researchers asked permission to conduct the survey. After that they distribute
Questionnaires for Administration Officers and assist them if they have concerns or
have some words they do not understand.
 5
3
 5
4

F. EXECUTIVE SUMMARY

Statement of Hypotheses Findings Conclusions Recommendations

the Problem
1. What is the 1. Is there a 1. The result of 1. According to the 1. Conduct additional
Demographic significant administration data, there is broad research to explore other
officers - agreement among variables or factors that
Profile in effect respondents
terms of: between the demographic respondents, most of may contribute to the
profile with them believe that success of private schools
1.1 Age Marketing
private schools and and colleges. This could
1.2Sex Strategies to regards to age
“25-30 years colleges use good include aspects not
1.3Designation the Success old” got the marketing methods. covered in the current
2. What is the of the highest A strong alignment study.
level of different frequency of with success factors
Marketing private twenty-nine (29) 2. Despite the statistical
like student
and the age “40-
Strategies in schools and 50 years old” competency, findings, it is advisable
terms of: colleges? got the lowest customer connection, for private schools and
2.1 Video frequency of and communication colleges to continue
two (2). In efficacy is indicated monitoring and refining
Marketing
regards to by the high overall their marketing strategies.
2.2 Visual profile in terms mean scores that This ensures adaptability
Data of gender out of to changing trends and
email marketing,
Marketing fourty (40)
visual data preferences in the
2.3 Student- respondents the
Female got the marketing, student- educational landscape.
Focused highest focused marketing,
Marketing frequency of and video marketing 3. Consider diversifying
2.4 Email twenty-two (22) marketing strategies to
all obtained. the
and the Male got encompass a broader
Marketing multiple regression range of channels and
the frequency of
3. What is the analysis suggests approaches. This may
eighteen (40).
level of that, statistically, the involve exploring
Success in 2. The level of marketing strategies emerging platforms or
 5
5

term of: Marketing of the private schools innovative methods to

3.1 Student Strategies in and colleges doesn’t engage with both current
terms of Video have significant and prospective
Competency Marketing has stakeholders.
3.2 Customer effect on the level of
the weighted
mean of (4.65) success of the 4. Foster collaboration
Relationship
and standard students. among stakeholders,
3.3
deviation of including students,
Communicatio (0.61). The level parents, faculty, and staff,
n Effectiveness of Marketing to gather valuable insights
Strategies in and feedback. This can
terms of Visual aid in tailoring marketing
Data Marketing strategies to meet the
has the weighted specific needs and
mean of (4.68) expectations of the school
and standard community.
deviation of
(0.54). The level
of Marketing
Strategies in
terms of Student
Focused
Marketing has
the weighted
mean of (4.49)
and standard
deviation of
(0.72). The level
of Marketing
Strategies in
terms of Email
Marketing has
the weighted
mean of (4.47)
and the standard
deviation of
(o.65)

3. The level of
Success in terms
of Student
Competency has
a weighted
mean of (4.62)
and standard
deviation of
(0.53). The level
of Success in
terms of
Customer
Relationship has
 5
6

a weighted
mean of (4.73)
and standard
deviation of
(0.48). The level
of Success in
terms of
Communication
Effectiveness
has a weighted
mean of (4.78)
and standard
deviation of
(0.42).

G. CURRICULUM VITAE
 5
7