Christian Michelle V. Cacho1 and Belen B. Apostol2
1 Faculty, School of Business Administration and Accountancy
University of Baguio, Baguio City, Philippines
ORCID ID: https://orcid.org/0000-0002-5097-8280
Email: michelle.villanda@gmail.com
2 Faculty, School of Business Administration and Accountancy
University of Baguio, Baguio City, Philippines
ABSTRACT
A well-designed marketing and promotional strategy will create long-term success, bring in more customers, and ensure profitability for the business. One way that private universities get ahead in its market share is by having the appropriate marketing and promotional strategies to create loyalty by means of managing the promotional elements of the university. The study evaluated the influence of the different promotional elements of the university to the decision making of senior high school (SY 2019-2020) students that will make them join the University of Baguio for their undergraduate studies using the descriptive survey method. The data gathered were treated using weighted means, the t- test, and ANOVA. Results indicated that the promotional element that was most influential to their decision had been related to public relations, while advertising was also seen to be the least effective. There were variations on how students from each academic track view the promotional elements due to the nature of each track they are currently studying. On the other hand, there were no significant differences in how students evaluate each promotional element considering the type of school they attended during junior high school.
Keywords: promotional elements, advertising campaigns, public relations, senior high school, Gen Z
| Published January 12, 2022 |
Issue UB RJ Vol. 44, No. 2 2020 |
