Student traineeship in the Marketing Department of the Cultural Center of the Philippines

• Main Authors: Chiuco, Cecile, Lacdao, Antonio, Soriano, Carmela, Tan, Rhea Margaret
• Format: text
• Language: English
• Published: Animo Repository 1991
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16837
• Institution: De La Salle University

This paper is an evaluative study on the Cultural Center of the Philippines. The vision, mission, objectives, and strategies (VMOS) was added to clarify the new CCP which is not just a venue for the performances, shows, and exhibits but a national coordinating center for the arts. A portion of the paper delves on the Center's history, nature of the business, organizational set-up, the different product lines, market served and locations, and the competitors. The products handled by CCP's marketing department are highlighted in the chapter of the product lines. Those highlighted products served as our basis to identify the problems that the marketing department is presently encountering. The main problem of the department is the insufficient promotional efforts exerted to make the people aware of culture's importance as part of the four pillars supporting national development. The people are not aware that CCP's products will be able to answer the need for cultural development. The strategies used by the different coordinating centers were mentioned and in addition are the group's recommended strategies. The paper also includes a discussion of the training program that the group has undergone. It includes the marketing tasks assigned to them and the projects they have handled. Under the students' observations, the strengths, weaknesses, and the perceived marketing problems were focused on. The analysis of the problem (s) tackles the difficulties that hinder the marketing department from making progressive moves in accomplishing the objectives for the products they handle. The problems identified were: a) insufficient promotions, b) perceived product characteristics, c) low demand for performances and publications, d) lack of salesforce, e) minimized use of media channels, and f) lack of sales efforts due to lack of manpower. The Recommendations given at the end of the Conclusions are more generalized. It is directed not only to the marketing department but the other departments and coordinating centers as well.