An integrated marketing communications campaign for Philippine Women's University, Quezon City Campus

Date of Publication

2016

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Bienvenido Lorenzo C. Encarnacion

Defense Panel Chair

Jose Luis R. Liongson

Defense Panel Member

Ludivina B. Mariano
Jose Luis C. Legaspi

Abstract/Summary

Education is always the best treasure that every person can have. It is the foundation of a persons knowledge that guides him or her throughout life. Factors such as quality of education, course offering, tuition fee, scholarship, location, reputation, and facilities are some of the common factors that Filipinos look for in a school.

Philippine Womens University, Quezon City Campus offers all of the above mentioned factors, but it lacks automatic recall to people. They know the University when asked directly, but they would not say it on top of mind.

The lack of concrete marketing plan causes the lost of awareness of the University. Also, its missed out strength is another factor that further loses its identity in the market. In return, the University has a low number in enrollment.

The proposed Integrated Marketing Communications Campaign focuses on the untapped strength of the University. All the marketing initiatives are focused on increasing the awareness of the market of the identity of the University that further leads to engagement, and ultimately increase in enrollment.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05997

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

260 leaves ; illustrations (some colored) ; 28 cm. + 1 computer optical disc.

Keywords

Communication in marketing; Advertising campaigns

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