Developing a marketing strategy and mobilizing resources for improved marketing execution

• Main Author: Dela Paz, Trina Anne S.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Marketing; Business
• Online Access: https://animorepository.dlsu.edu.ph/etdm_manorg/185; https://animorepository.dlsu.edu.ph/context/etdm_manorg/article/1220/viewcontent/Developing_a_marketing_strategy_and_mobilizing_resources_for_improved_marketing_execution.pdf
• Institution: De La Salle University

The increasing competition and the disruptions brought about by the COVID-19 pandemic led to the closure of many private schools. Therefore, devising a marketing plan and strategy and effective execution have become crucial in order to reach prospective students and parents. Through the action research cycle and methods of inquiry such as ORJI, left-hand column, and ladder of inference for the first-person practice and Tobert’s four parts of speech, types of inquiry, systems thinking, and force field analysis for the second-person practice, my collaborators and I agreed to address the issues related to our marketing activities and improve our school’s declining enrollment. The 7Ps or the marketing mix, STP Model, G-STIC Framework, and RACI Matrix were used as third-person tools to guide us in the planning and implementation phases of this action research project. The first cycle revolved around our desire to execute effective marketing efforts with a well-thought-out strategy and plan that would result in increase in awareness through improved social media presence and increase in enrollment. Having a marketing plan provided us with clear direction and focus. Generally, the results were positive and there was a 17% increase in enrollment for SY 2022-2023. However, I encountered challenges concerning financial and human resources and this is what we tackled in the second cycle. The creation of quality circles and having limited from zero budget helped us ensure the efficient and effective execution of our planned marketing activities. I have concluded that a clear marketing plan supported with human and financial resources is integral for a better execution of marketing activities and this could positively contribute to brand awareness, customer acquisition, and organizational growth.