An integrated marketing communications campaign for De La Salle University's undergraduate programs

Date of Publication

2012

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

De La Salle University (DLSU) has been one of the leading Universities in the Philippines and has produced leaders and achievers that have shaped the nation. In this connection, DLSU is one of the sought after universities among high school students. This is affirmed by a recent Nielsen research commissioned by university. However, the same study also showed that the high tuition fee of the university acts as a barrier for parents to enroll their children in DLSU.

The proposed integrated marketing communications campaign acknowledges this fact and aims to instill in the minds of the universitys target market that a Lasallian education is an investment that will lead to success in any career path.

Moreover, the campaign aims to promote interest among high school students, particularly honor students, and encourage them to apply and enroll in De La Salle University. A mix of experiential marketing, direct marketing, and online marketing will be used to reach the target market and their influencers. By the end of the campaign, the rate for enrolment must display a 10% increase.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006141

Shelf Location

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

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

De La Salle University--Marketing; Communication in marketing

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