An integrated marketing communications campaign for START: A research capacity building hub

• Main Author: Centeno, Jhana Louisse B.
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Research and development projects > Philippines; Branding (Marketing) > Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/24; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1030&context=etdm_market
• Institution: De La Salle University

Skills in Technical and Advanced Research Training (START): A Research Capacity Building Hub started through a partnership between the Center for Business Research and Development (CBRD) and the Center for Professional Development in Business (CPDB) of the De La Salle University Ramon V. del Rosario - College of Business. With the support from the USAID Science, Technology, Research, and Innovation for Development (STRIDE), START aims to become the leading innovation hub that will harness the initiatives of researchers, faculty, students, and practitioners to help them advance their skills in the research discipline. To sustain the hub’s operation, the proponent conducted a study on the consumer perception regarding training programs and courses, as well as Usage, Attitude, and Image (UAI) survey on 161 respondents who classified themselves as professionals, educators, and researchers. Results showed their motivation in enrolling in training programs is based on their expectancies for success, intrinsic and utility values they can get. Based on the study results, START Hub has almost no existing brand awareness, given that the hub is in its introductory phase. Many of the respondents also shared various names of organizations that provide training programs. This challenge led to the development of an Integrated Marketing Communications (IMC) campaign for START Hub. The IMC campaign will run for a year given the constraints in funding, with a tidal of Php 308,000 marketing budget. For the whole year of 2022, awareness and reach of the brand are expected to increase, which will lead to conversions and enrollees of training programs.