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Agenda Research Journal

Volume no. 12 | 2019/11
Issue no. 1


Title
THE ANALYSIS OF PROMOTIONAL MARKETING STRATEGIES OF UNIVERSITY OF BATANGAS: BASIS FOR MARKETING STRATEGIES DEVELOPMENT
Author
Bathan, Joseph Emmanuel G., Nieva, Roana Mae R., Saludo, Vea Magdalena M., Timogtimog, and Ceejay Rain F. Timogtimog
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Abstract
This study aimed to analyze,and these assess the promotional marketing strategies of University of Batangas and use it as basis for marketing strategies development. The descriptive research was used in achieving the objectives of the study. The respondents were a total of three hundred fifty-two (352) first year college students of UB. The study utilized the Slovin’s formula in computing the total number of respondents from each department equally while a structured questionnaire was used as survey instrument. Weighted mean and two-sample t-test for unequal means and p-value were used in the analysis and interpretation of data. The findings of the study revealed that Advertising was strongly agreed uponby the respondents as promotional marketing mix of UB. It was also found out that Social Media has the highest degree of influence and effectiveness as one of the promotional marketing strategies of UB. Based on the results of the study, Open House got the least degree of influence and effectiveness according to the students of UB in choosing the academic institution. The researchers conclude that there is no significance difference in the preference of the students based on the type of school they graduated from whether thesewere private or public schools. The researchers proposed promotional marketing program for the Corporate Communications Office.
Keywords
advertising, marketing strategies development, promotional marketing strategies, social media, University of Batangas
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