Date of Publication

3-25-2023

Document Type

Integrated Marketing Communications Campaign

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Nelson B. Guillen, Jr.

Defense Panel Chair

Mary Julie Balarbar

Defense Panel Member

Anne Nerissa Alina
Joseph Emil Santos

Abstract/Summary

Currently, the De La Salle University Integrated School - Senior High School (DLSU-IS-SHS) Manila campus has a 0.061% market share in the whole Philippines and 0.56% in NCR with 2,322 enrollees as of July 2022. Despite maintaining a premium brand that offers quality education and an increasing population per year against its competitors, data shows that DLSU-IS-SHS has been left behind by other schools offering senior high schools in terms of their number of enrollees per year. In line with this, the researcher proposes an intensified digital and social media activity engagement campaign following the RACE framework and events promotion strategies to increase awareness and knowledge of the DLSU Manila Senior High School offerings to the target market and audience to develop further the relationship and preference of the school with the target stakeholders.

Keywords: DLSU SHS, Marketing Communications Campaign, Senior High School, Manila

Abstract Format

html

Language

English

Keywords

High schools—Philippines—Manila—Marketing

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Embargo Period

4-23-2023

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