Improving marketing promotions for FH International Academy Ltd.

Keshu Jin

Date of Publication

2015

Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Thesis Adviser

Rachel A. Quero

Defense Panel Chair

Pia Redempta Manalastas

Defense Panel Member

Jaime Cempron

Maria Victoria Tibon

Abstract/Summary

Marketing promotion plays a very important role in the 4P's of marketing proposed by Kolter. In the context of marketing mix, promotion is defined as the way to inform potential customers of the availability of the products, its price and its place. A well-organized promotion is a guarantee and premise to attract a sufficient number of potential customers and let them be aware of your products or services. This will therefore generate sales. However, without marketing promotion or even the lack of it, none of your potential customers would know you exist even though you provide the best products or services in your industry. At FH International Academy Ltd., I realized that the company did not have a specialized marketing staff to do its promotions. In this regard, the company had low enrollment rate in the first month of operation. To address the issue, I have undertaken an action research on marketing promotions with the goal of being the top Chinese owned language training center in the Philippines helping non-English speaking individuals to conquer their language barriers. During the process of conducting the action research project in the company, I was able to increase the enrollment rate as well as the reputation of FH International Academy Ltd. through the diversity of marketing promotions by outsourcing marketing to a third party. I utilized the strategic outsourcing framework of Tipperary Partners (Brennan, 2009) as my conceptual framework and Lewin's Force Field Analysis as change management framework. This action research was carried out in collaboration with the CEO, me (the researcher) and the other employees in the organization and interested individuals related or not related to the business of the company. The outcome of this action research on improving marketing promotions reached to 30.41% and 46.11% increase in revenue right after the first and second months of intervention respectively.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006495

Shelf Location

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

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Marketing

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