| Knowing the reasons prospective students choose which institution to attend is essential to develop effective marketing and recruiting strategies. For the past years, marketing has been acknowledged as the process of finding customer value and delivering that value to target markets at a profit. The proliferation of big data and analytics in recent years has compelled marketing practitioners to search for new methods when faced with assessing brand performance during brand equity appraisal. Thus, this study aimed to evaluate the existing marketing strategies relative to 7P's of Marketing, determine which predictor has a significant effect on student satisfaction, find out the sentiments of social media users about the university, and propose innovative marketing strategies to enhance the existing marketing strategies of the university. This study employed the descriptive method of research in evaluating the current marketing strategies utilized by the university. A structured interview was used to gather the data needed while Mediatoolkit was used to get the reliable sentiment about the subject of the study. Results revealed that the evaluation of the existing marketing strategy of the university complied with the 7Ps of the marketing mix, which showed powerful processes that give an organization a competitive advantage. The sentiments obtained from the social media were matched with the 7Ps Marketing Mix Model which was used to develop the innovative marketing strategies as a basis for the improvement of the marketing strategy of the university. |
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