Integrated marketing communication campaign for De La Salle Araneta University tertiary recruitment

• Main Author: Lazaro, Nicanor B., Jr.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: Communication in marketing > Philippines; Universities and colleges > Philippines; Advertising > Schools > Philippines; Education > Evaluation; De La Salle Araneta University
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5241
• Institution: De La Salle University

St. John Baptist de la Salle said, To touch the hearts of your students is the greatest miracle you can perform. What makes this passage very meaningful is the fact that inspiring the youth and guiding them to grow and succeed in life mentally, physically, emotionally and spiritually should be the foremost priority within all academic institution. Unfortunately, that is not the case with some. Other academic institutions capitalize on the financial aspect of the academe, enriching their pockets not the minds of the youth, sacrificing quality of education in the process. This is one reason why academic institutions like the De La Salle System Schools continue to serve the youth of the Philippines by providing transformative education as preparation for the challenges of the real world. Equipping students with the much needed tools to create Filipino leaders and achievers. Several De La Salle academic institutions are now strategically positioned all throughout the country, with De La Salle University Manila as the benchmark for them all. Considered as one of the top university in the country, DLSU's reputation has given prestige to its brother and sister campuses. Creating a Halo Effect to the mentioned campuses, and one of this is De La Salle Araneta University. Formerly known as Gregorio Araneta University Foundation (GAUF), DLSAU is now known throughout NCR as the Pioneer in Agricultural and Veterinary Sciences. Unfortunately unlike its brother university, DLSAU's Student population has experience very low growth in the number of applicants and enrollees. As a matter of fact, the number of tertiary enrollees since 2013 to present has dramatically dropped (based from DLSAU Registrar's Records). It is the intention of this project to identify the reasons behind this phenomenon, especially when the campus is a La Salle System school. After understanding the predicament, the output recommendation of this project should be able to address the concern through a marketing communication campaign.