| The study aims to formulate a strategic marketing plan for the different colleges of the University of Batangas school year 2012 to 2014 to promote its course offerings better and thus, achieve increased enrolment. Through this, the objective of the University to ensure financial viability and profitability can also be achieved. Specifically, the study seeks to examine the current demand for the different courses in the University of Batangas and to identify the reasons why people enroll in the University. It also aims to evaluate the University by performing a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis and formulate a strategic marketing plan for the University. To achieve the objectives set forth in the study, the descriptive research method was utilized. The research instruments used were the survey questionnaire and unstructured personal interviews.
Results revealed that the top preferred programs among potential students include BS Hotel and Restaurant Management, BS Information Technology and BS Business Administration. The top reasons why students enroll at University of Batangas include quality education, good reputation of the school and its good facilities. The strengths, weaknesses, opportunities and threats of the University are revealed in this study. Finally, a strategic marketing plan is formulated for the different colleges of the University for the year 2012 up to 2014. |
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