An integrated marketing communications campaign on the University of Asia and the Pacific

• Main Author: Arcangel, Luis Miguel B.
• Format: text
• Language: English
• Published: Animo Repository 2009
• Subjects: Private universities and colleges > Marketing; Advertising > Schools; Communication in marketing; University of Asia and the Pacific > Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4400
• Institution: De La Salle University

Based on data culled from the Commission on Higher Education (CHED), there are 25 universities of note in NCR alone excluding its branches and sister schools. With more and more tertiary institutions fighting for an ever-shrinking piece of the higher education pie, colleges and universities are prevailed upon to come up with more compelling communication strategies to meet their population goals. That given, in the general demographic there are four major universities that are given initial preference by high school seniors University of the Philippines (UP), Ateneo De Manila University (ADMU), De La Salle Univesity (DLSU), and the University of Sto. Thomas (UST) These universities have been present for hundreds of years, and exude class, prestige and heritage while boasting of a vast alumni network that count amongst its members the movers and shakers of Philippine society. In addition, these are universities which enjoy a superior accreditation rating amongst the higher education regulatory bodies, a pertinent factor in swaying parents and students to choose a certain college as this is a succinct concentration of its perceived credibility. In relative comparison, The University of Asia and the Pacific as a distinct higher educational entity has been around for a more 14 years, having been incorporated as a university in 1995. After a strong upsurge in enrollment during the earlier part of the decade, it has been on an alarming downward spiral for the past several years. This campaign aims to identify the root cause of this slide, the inherent issues have emerged as symptoms of the malaise, and to unfurl a comprehensive communications campaign meant to address and rectify the current situation.