An integrated marketing communications campaign for Colegio de San Juan de Letran - Intramuros, Manila (College)

• Main Author: Robles, Kevin Michael S.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Universities and colleges—Philippines—Manila—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/73; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1076&context=etdm_market
• Institution: De La Salle University

Colegio de San Juan de Letran, which was founded in 1620, is one of the oldest educational institutions in the Philippines. The college provides various educational programs, such as basic education, senior high school, collegiate, and graduate studies, and is well-known for its diverse collegiate programs in fields like Business, Management, Marketing, Entrepreneurship, Information Technology, Digital Arts, Communication Arts, Accountancy, and Engineering. The College has six departments, including College of Liberal Arts and Sciences (CLAS), College of Business Administration and Accountancy (CBAA), College of Education (CoEd), Institute of Communication (iCOMM), Institute of Information Technology (iIT), College of Engineering (CoE). Additionally, Colegio de San Juan de Letran has received Level III accreditation from the Philippine Accrediting Association of Schools, Colleges, and Universities for its Basic Education department, as well as its College of Liberal Arts and Sciences and College of Business Administration and Accountancy. The researchers conducted an audit of all of Letran's current internal and external factors, and also rolled out a Usage, Attitude, Image (UAI) survey questionnaire formulated based on the Theory of Planned Behavior by Icek Ajzen in 1999. The conceptual framework considered the variables of Attitude, Subjective Normals, and Perceived Behavioral Control towards the intention of enrolling in Letran, along with the correlation of each variable to factors such as location, cost, and perceived school quality. According to the study, there was high brand awareness, but most of the respondents attributed it to word of mouth, followed by social media and school exhibits. This study led to the development of an Integrated Marketing Communication (IMC) campaign for Colegio de San Juan de Letran, aimed at establishing Letran among the target market with a budget of Php 1,000,000.00, to run from June 2023 to May 2024. The campaign will execute different marketing efforts to increase brand awareness and intention to enroll in Letran.