An integrated marketing communications campaign for Philippine Women's University, Quezon City Campus

• Main Author: Felipe, Mae Angeli M.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing; Advertising campaigns
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4863
• Institution: De La Salle University

Education is always the best treasure that every person can have. It is the foundation of a persons knowledge that guides him or her throughout life. Factors such as quality of education, course offering, tuition fee, scholarship, location, reputation, and facilities are some of the common factors that Filipinos look for in a school. Philippine Womens University, Quezon City Campus offers all of the above mentioned factors, but it lacks automatic recall to people. They know the University when asked directly, but they would not say it on top of mind. The lack of concrete marketing plan causes the lost of awareness of the University. Also, its missed out strength is another factor that further loses its identity in the market. In return, the University has a low number in enrollment. The proposed Integrated Marketing Communications Campaign focuses on the untapped strength of the University. All the marketing initiatives are focused on increasing the awareness of the market of the identity of the University that further leads to engagement, and ultimately increase in enrollment.