Integrated marketing communication campaign for arts design track in DLSU SHS

Date of Publication

12-10-2023

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Honor/Award

Nominated for Best Thesis

Thesis Advisor

Miguel Paolo Paredes

Defense Panel Chair

Jose Luis Liongson

Defense Panel Member

Hanzel F. Gapayao

Abstract/Summary

In 2018, De La Salle University introduced the Arts and Design Track (ADT) under Sir Engel's guidance, focusing on curriculum development in the Humanities and Social Sciences. Challenges emerged as faculty were borrowed from HUMSS, but in 2019, Sir Hanz led faculty expansion. The transition to online learning in 2020 spurred pedagogical changes, resulting in enrollment growth despite competition. Role adjustments occurred in 2021, followed by a relatively stable 2022. In 2023, the program adapted to a hybrid education approach, now overseen by Mr. Hanzel F. Gapayao, chairing six streams and subject area groups. The ADT program's marketing strategy targets parents and incoming senior high school students, emphasizing research-based art education and using social media, mainly Facebook. However, it requires more tailored and consistent communication. The website aims to provide strand-specific information, and in-person events are planned post-pandemic. The admissions process involves four phases, and income allocation focuses on faculty salaries, infrastructure development, and community engagement. De La Salle University's confidence in annual tuition fee increases ranging from 3% to 5% reflects their belief in families' financial capacity and commitment to enhancing educational quality and infrastructure. Their strong academic reputation and affiliations attract committed families. Still, there must be more sports and arts tracks in the Philippine senior high school system. Respondents emphasize the importance of student agency in educational decisions, showing strong support for autonomy and personalized pathways. There is confidence in aligning the DLSU-SHS Arts and Design Track with students' career aspirations. The program's strength lies in its commitment to student-centered education, although addressing limited knowledge among respondents is essential. The marketing strategy combines De La Salle University's reputation with a comprehensive social media approach to attract students and their families. It highlights academic streams, job market relevance, cultural connections, and program benefits, creating a centralized landing page. An Arts and Design Workshop–Competition showcases the program, and the "The Artistic Spark to Your Future" campaign aims to boost recognition and promote the ADT program, emphasizing creativity's role in personal and professional life. 4 The Arts and Design Track at De La Salle University offers a promising pathway in creative arts with a robust marketing strategy. It seeks to engage students and families, emphasizing the significance of artistic exploration and the program's transformative and imaginative nature. This campaign, backed by a budget for Facebook posts, holds the potential to expand reach and engagement, while the Key Performance Indicator ensures success and content improvements. The objective for 2024 is clear: enhance program recognition from admissions to prospective students' considerations.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Art—Study and teaching (Secondary)—Philippines

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