Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories



Ramon V. Del Rosario College of Business


Marketing and Advertising

Thesis Advisor

Nelson B. Guillen

Defense Panel Chair

Raymond G. Vergara

Defense Panel Member

Robert V. Espiritu
Jerico Garrido Dalangin


De La Salle Araneta University (DLSAU) is one of the Philippines' main La Salle schools, managed and operated by the De La Salle Brothers.The Gregorio Araneta University Foundation was founded in 1946 as the Araneta Institute of Agriculture in Bulacan. It was relocated to Malabon in 1947 and renamed in 1978 as the Gregorio Araneta University Foundation. The institution has two campuses in Malabon and San Jose del Monte, Bulacan, with specializations in veterinary medicine, food technology, and agricultural sciences.

De La Salle Araneta University (DLSUA) is based on traditional learning methods, that is, they adhere to the traditional classroom setup of face-to-face lectures. In the last quarter of 2019, there was rapid emergence of Covid-19, a devastating disease caused by the Coronavirus (SARS-CoV-2) that startled the entire world. It was labeled a pandemic by the World Health Organization. This event posed a challenge to the global education system, forcing instructors to switch to an online form of instruction overnight.Many academic institutions that had previously been cautious to adapt their traditional pedagogical method now have no choice but to fully embrace online teaching–learning (Dhawan,2020).

The general objective of this integrated marketing communications campaign is to launch a comprehensive marketing campaign to promote strategies, and to increase the brand preference of the students towards De La Salle Araneta University. Additionally, this IMC aims to increase the engagement of members of the university through participation in the university's efforts. The primary target market of this campaign are incoming students in tertiary education, and who belong to the socioeconomic class C residing in NCR. The campaign will mainly use social media platforms , public relation drive,partnerships with LGUs with similar objectives and on ground activation. The campaign will run for 12 months which will serve as the introduction of De La Salle Araneta University (DLSUA) to demonstrate a comprehensive marketing approach in its feasible viewpoint

Abstract Format






Physical Description

155 leaves, color illustrations


De La Salle Araneta University (Philippines)--Marketing

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