An integrated marketing communications campaign proposal for Australian International School

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

Shane Aldrin M. Bellare

Defense Panel Member

Luz Suplico Jeong
Nino Jose B. Gonzales
David Esteban

Abstract/Summary

This study and campaign intends to propose an integrated marketing campaign for Australian International School's VCE in partnership with Haileybury program, a Senior Secondary program that is directly accredited by the Australian government and recognized by Philippine's Department of Education.

This research was conducted to understand the current situation of international schools industry globally and in the Philippines, the increase in international students in Philippines and have an insight about parents' perception on international education. The study looked into the past, current and projected growth of the industry. The Filipino culture gives importance to education and believes that individuals could get ahead in terms of career and opportunities through attainment of a good education.

The one year campaign will focus on increasing the level of brand awareness among target market, to encourage conversion among parents, increase in number of enrollees and increase in revenue. It will use print, digital advertising, direct marketing,B2B marketing and events to achieve the said objectives. The allotted budget is set at PHP 835,000.00.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG06778

Shelf Location

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

Physical Description

96, 67 unnumbered leaves ; colored illustrations ; 28 cm. + 1 computer optical disc.

Keywords

Communication in marketing--Philippines; Education--Philippines; School publicity; Australian International School

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