An integrated marketing communications campaign for De La Salle University's undergraduate programs

• Main Author: Magbanua, Jose Bernabe M.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: De La Salle University > Marketing; Communication in marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5125
• Institution: De La Salle University

De La Salle University (DLSU) has been one of the leading Universities in the Philippines and has produced leaders and achievers that have shaped the nation. In this connection, DLSU is one of the sought after universities among high school students. This is affirmed by a recent Nielsen research commissioned by university. However, the same study also showed that the high tuition fee of the university acts as a barrier for parents to enroll their children in DLSU. The proposed integrated marketing communications campaign acknowledges this fact and aims to instill in the minds of the universitys target market that a Lasallian education is an investment that will lead to success in any career path. Moreover, the campaign aims to promote interest among high school students, particularly honor students, and encourage them to apply and enroll in De La Salle University. A mix of experiential marketing, direct marketing, and online marketing will be used to reach the target market and their influencers. By the end of the campaign, the rate for enrolment must display a 10% increase.