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STUDY ON SCHOOL PROMOTION AT
ILIGAN CAPITOL COLLEGE
BASES FOR AN ACTION PLAN
Presented to the
College of Business Administration
Iligan Capitol College, Mahayahay, Iligan City 9200
Philippines
Proponent
Gina G. Jocson
Lecturer, Business Department
Research Time Frame
Second Semester; Academic Year 2012-2013
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CHAPTER I
The Problem
Rationale
Promoting college access and building an educational foundation for
success in college are widely accepted educational goals. High school students,
parents, educators, and policymakers are increasingly convinced that some
postsecondary education is an important prerequisite for finding reasonably wellpaid jobs.
Thus, the majority of the high school graduates say that they
“definitely” intend to earn a bachelor’s degree. Yet, many fewer young people
attain a college degree than plan to do so.
In as much as there are many schools that have wonderful programs, yet
some of the programs expanded while others closed.
with advertising.
Much of that has to do
If no one knows about the programs, then there won't be
enough students to keep them going.
In the tight competition that is present
in business organization, there can always be a recall on the organizations’ aims
and goals. Most of the organizations prefer to make a slow improvement then
jump into the easy success that eventually follows with a drastic failure.
Promotional strategies can be the main theme that business of various deals
used their people’s knowledge, skills and potentials.
In this sense, school
promotional media are the effective approach to increase attraction of customers
or clientele for service and commodities. The importance of school promotional
media varies in different reasons. It helps to satisfy a student's desire to "belong
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or it is an emotional need.
Promotions are ways of signaling that the school is
concerned and committed to the welfare of the community and its clienteles.
This commitment may be one of the most effective techniques for building
customer loyalty.
People tend to be more supportive of businesses and
organizations that give something to the community rather than those that just
take from the community, never giving anything in return.
How well an advertisements and promotions draw customers will
ultimately determine how effective a marketing strategy is. It becomes the
responsibility to cultivate designated markets, if decided to market some
innovations or new course offering. One of the ways to do this is through
advertising and promotions. Remember the aim of the advertising and
promotional strategy is to create awareness of the product introduced to the
market, to arouse customers' needs and expectations to the point of consumption
and to create a loyal stream of satisfied customers who continue to patronize an
organization an educational institution. It is in this thrust that the researcher
opted to conduct a research related to this concern. It has been observed by the
researcher that along with the renewing of faculties inside the ICC campus and
utilizing the strategic promotional media used by the school few years ago, no
exact type of advertisement can be pointed out that greatly affected the rate of
enrollment.
Therefore, it has been believed that a significant study on
promotional media can be conducted to test its importance and relationship to
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enrollment rate. It is in this thrust that the researcher was interested, came up
and decided to conduct a study on which school promotion utilized by ICC
attracted and motivated the respondents to enroll tertiary education at Iligan
Capitol College.
The Conceptual Framework
The school promotion is a medium that comprises the very important
component or factors which attributed from many forms:
the students, the
school authorities like instructors and the community as a whole. The goodness
of carrying it out is by far the most important. The function of an advertisement
has an impact to the Interrelationship between the prospective clientele and the
educational preferences or choices of study of the whole community.
The
Diagram below shows the flow the role of an advertisement in promoting the
school among prospected clienteles and residents of the nearby barangay.
Figure 1 shows the interplay of the independent, intervening and dependent
variables. The respondents’ profile as independent variables will form as the
baseline to influence the respondents’ responsiveness for promotional media
which greatly affected the decision to enroll at Iligan Capitol College. These
independent variables are antecedent conditions that presumed to affect
dependent variables. The types of promotional media are the factors that made
the respondents decide to enroll at ICC were treated as intervening variables
which catalyze the respondents’ decisiveness in enrolling Iligan Capitol College.
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These dependent variables were observed by the researchers so that their
values can be related to that of the whole flow of the study. (Jaeger, 1990, p.
373). Figure 1 shows the complete flow of study indicating the respondents’
profile as independent variables, the type of promotional media utilized by Iligan
Capitol College as intervening variables at the middle core that influenced the
respondents’ decision to enroll at Iligan Capitol College as dependent variables.
The whole figure pointed out the output of the study.
\
Respondents’ Profile
Advertisement Strategy
Independent Variables
Utilized by
Iligan Capitol College
Intervening Variables
Strong Advertisement
for School Choice
Action Plan
Dependent Variables
Figure 1
Schematic Diagram of Promotional Media
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Statement of the Problem
This study aims to get the assessment about which school advertising
strategy greatly influenced the first year students in their decision to enroll at
Iligan Capitol College for school year 2011-2012. Specifically, the study seeks to
answer the following questions:
1. What is the respondent’s profile in terms of the following:
a. Gender; and
b. Course
2. What is the top selected advertisement strategy which greatly influenced
the respondents’ decision to enroll at Iligan Capitol College in terms of
endorsement/referral and medium of school promotion?
3. Is there any significant difference in the respondents’ choice of
advertisement in relation to their decision to enroll at ICC when grouped
according to:
a. Gender and
b. Course
4. What action plan can be proposed based on the findings of the study?
Statement of Hypothesis
There is no significant difference in the respondents’ choice of
advertisement in relation to their decision to enroll at ICC when grouped
according to gender and course.
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.Significance of the Study
This study is significant in providing insights to the administration of Iligan
Capitol College. Certainly this research can help the admin personnel of ICC as
educational institution in the relevance of administrative pursuits and as an eye
opener to the education supervising directors and school marketing in-charge
designated to take care of the education for the students in the community and
enrollment increase of the school. From this research, it can be traced if the
personnel in-charge for marketing took care as the advocators of significant
relevance of advertising strategies to the enrollment rate of ICC.
Further, the
result of this study will benefit the following.
To the Administrators of Iligan Capitol College.
This study will be
beneficial to the administrators of Iligan Capitol College as key persons to
employ relevant consideration on effective strategic advertisements not only to
the residents as prospect students in Iligan City but to its prospective clientele as
well in the nearby provinces. The study will provide a general idea on how the
school can be realistically promoted. The study can also make deans and heads
of Iligan Capitol College to become more competitive in planning a regular
actions toward an educational campaign to the incoming first years college
students during the outreach program conducted in the nearby secondary
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schools, thus awareness to course offerings at ICC can be improved at a certain
level.
To the ICC Constituents.
The study will give the ICC constituents an
awareness which advertisement best promotes Iligan Capitol College. Being the
promoter of education to the lad, ICC educators will gain more confidence in
influencing the prospective students through their good recommendations to avail
the services rendered at ICC.
To the Parents.
This study provided the parents an intimate
understanding how ICC commits a genuine service for education to the youth not
only within Iligan City but to the neighboring localities as well.
To the Student.
The study will guide the students who are aspiring to
become members of the ICC family to be better motivated in the performance at
school in their respective field of specialization.
Moreover, they will be able to
miximize the strong spot regarding their awareness on the educational system
adopted by ICC to better enhance the skills that they learn.
To the Incoming First Year Students.
This study can make the
incoming first year students gain skills in decision making whether or not they
shall be dependents on the educational competencies offered in ICC.
The
students’ own perception will heighten their awareness regarding the educational
proficiencies by means of their own observation at school.
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To the Future Researchers. This study will be a good reference for
those who are planning to conduct further research or do more in-depth study
regarding advertising practices of an educational institution. The study will be a
useful indicator in assessing the existing educational services to make a change
in the future if the need requires. This study can also exert interest and desire
upon those who would speculate a better program in any educational institution
for related matters.
Scope and Limitation
This study is limited only on the survey regarding the realistic impact of
advertisements utilized by Iligan Capitol College as a form of school campaigns
to nearby secondary schools of prospective incoming first year students of Iligan
Capitol College, school year 2011-2012. Findings of the study can be the bases
for
recommendation
regarding
educational
advertisements
and
school
promotions which can be relevant to ICC’s enrollment rate.
This study is limited to descriptive type to which the respondents were
reached out through convenience sampling method in the data gathering and
administration. The researcher made questionnaires were utilized as the data
gathering instrument.
The determination of the quantity of respondents was
derived from the whole population of the official enrollment of first year students
during the school year 2011-2012.
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Definition of Terms
The terminologies used in this study are defined operationally and
conceptually for a clearer and better understanding. These terms are defined and
arranged alphabetically:
Decision to Enroll. This term operationally describes the decisions
incoming first year students to
preferences of
preparing
enroll
for
the
the
in college
based
career, investment
of
on the probable
for
flexible
the future,
schedule
and to be able to look at aspects of a higher education.
Endorsement.
It defines evidences that determined a preconceived
intent to study which existed from being referred by somebody who knew ICC,
either from the student or from the school and from other personalities whom the
student first contacted prior to his attempt to enroll at school.
Friend/s who are ICC Alumni.
The term is specifically defined as a
friend of the respondent who has attended or has graduated from Iligan Capitol
College or any person who is a former member, employee and contributor of the
school.
Friend/s; not ICC Alumni.
respondent who has not
This term is defined as a friend of the
attended or has not graduated from Iligan Capitol
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College or any person who is not a former member, not an employee and not a
contributor of the school.
From “Talk of the Mouth”.
The “talk of the mouth” being in wider
spread is used to describe in this study as an attempt of laying verbal smack
regarding ICC in which it can be a
means for deciphering the features of
services it can offer to the prospected students.
Incoming First Year Students.
In this study the word is referred to
those who are going to enroll and study in college. They are the respondents of
the study.
Leaflets/Pamphlets. Shows to the students why the school is there and
how it help them.
The school leaflet or pamphlet is the first information that
assists students who are interested to know to more about the school. It gives
information about the educational services that a school can offer. It guides the
students to find out how to make the most of the school facilities and other
related features about the school.
Medium of School Promotion.
This term is used to operationally
describe what is happening in Iligan Capitol College and its profile which can be
raised by presenting a positive emphasis of successful use of the promotional
media in any form (promotional outreach program, radio advertisements,
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referrals, tarpaulin and through internet).
This counters a great deal of the
strength of the school done to the public in view of education by a more
generalized central reporting, where sensationalism is the main criterion for its
publishing/reporting.
Promotional Outreach Program.
The outreach programs through the
office of the Dean of Student Affairs and Services coordinated with the different
deans of the colleges; focused on orientation in preparing and motivating
expected students from nearby secondary schools to enroll at Iligan Capitol
College.
Radio Advertisement.
In this study the term is used to refer one of the
promotional media for reshaping Iligan Capitol College in building visibility to
prospected clientele as it laid out dramatically in radio advertisements that drives
designs to gain attraction in the public.
School Referral.
The term is best described in this study as a self-
paced, independent agenda voluntarily consented to incoming college students ,
giving them the opportunity to take information referring educational services and
features that they will earn at Iligan Capitol College. These are informative views
that will make up minds of incoming first year college students to earn credits
and/or get ahead in their studies at ICC. Relatives, friends or somebody who
influenced the prospected students provide individual instruction and support.
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Students who get interested after they obtained referral from parents and
counselor consent decide to enroll.
School Tarpaulin.
It is a canvass type of advertisement printed on an
adhesive plastic surface that necessitates the placing of school features
considering many aspects. The term is known in this study as a TARP (Target
Audience Rating Point). It is a form advertising used to supply information about
the educational services, faculties and other related features provided by a
school like Iligan Capitol College. This is the newest form of advertisement that
ICC adopted for its school campaign strategies.
Internet Advertisement.
promotion utilized by ICC.
environment.
The term refers another form of school
It is a form of school promotion via virtual
In this study the virtual landscape referred is facebook where
ICCians are voluntarily tell their interlink connections in the network regarding
ICC. It is the form promotional media used in this study to describe where and
when the respondents learned about Iligan Capitol College.
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CHAPTER 2
Review of Related Literature
Without a comprehensive strategy to manage enrollments, any school will
find it difficult to increase productivity, service, quality and competitiveness.
Enrollment management is a comprehensive process designed to help achieve
and maintain optimum enrollment (recruitment, retention and graduation rates).
It is an institution wide process that permeates virtually every aspect of the
Colleges function and culture.
Enrollment Management’s Primary Goals Include:
 Stabilizing enrollments (reverse declining enrollment, control
growth and plan for fluctuations).
 Linking academic and student service programs.
 Stabilizing finances.
 Improving services (shorten response time to students,
increase satisfaction and reduce paperwork).
 Improving access to information (putting our information
systems to optimum usage).
 Reducing vulnerability to demographic changes.
 Responding to economic forces (expansion, recession,
employment rates).
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 Evaluating strategies (track what works and change what
doesn’t work).
Enrollment management begins with first student-client contact. It is
a
deliberate
process
that
requires
time
for
planning,
full
implementation and development of the information infrastructure that
will sustain the efforts (some of the literature suggests up to three
years from planning to implementation). It is based on a team effort
which crosses traditional college organizational lines. Enrollment
management focuses on the longitudinal care and comprehensive
education of students.
Enrollment management must be linked to an institution’s
mission and operational planning goals. It should be inline with its
mission statement dedicated to providing for the comprehensive
educational needs of its students with accessible and flexibly scheduled
programs and services of high quality. In so doing, the College affords
students the opportunity to acquire the necessary knowledge, skills,
and guidance for personal development and societal benefit. Further,
the College values and works toward the economic and cultural wellbeing of the residents of the locality. The Board of Trustees and
college personnel recognize the dignity and worth of each person, the
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differences and shared interests among individuals and groups, the
contributions of diverse cultures, the value of creativity, and the need
to rely on reason and cooperation to achieve goals. These beliefs
express a confidence in the College, a commitment to the communities
served and optimism about the future of humankind.
Suggested Operational Planning Goals:
 The College will foster a stronger and healthier learning
community.
 The College will foster greater commitment to higher standards
of quality in both education and administration.
 The College will so enhance its leadership role in postsecondary education and community services that it will become
recognized increasingly as one of the premier community colleges in
the nation.
 The College will achieve and maintain financial vitality.
Linking Enrollment Management and the Academic Program
The quality of an institution’s academic program can only be
developed and maintained in a stable enrollment environment.
School’s products are programs and services to area residents. Based
on these programs and services, students will make the choice
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whether or not to attend the college, persist while attending, or drop
out of the school.
Academic policy guides a student’s progress
through programs and must be aligned with both recruitment and
retention
strategies.
Enrollment
management
recognizes
that
recruitment and retention are continuous processes.
Student Focused
Since students have the freedom to choose the college they wish
to attend, enrollment management should establish early on a client
relationship with Parkland students, parents and the community. A
student’s perspective and the school’s needs should always be kept in
the forefront when developing and offering services, launching new
programs and initiatives and evaluating enrollment management
plans.
In
addition
to
marketing
college
programs,
enrollment
management should be concerned with creating the best learning and
teaching environment for students. Therefore, the College needs to
balance such factors as academic program development, faculty
development, academic policy formulation, recruitment policies and
procedures, student life programs, as well as retention policies and
procedures.
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Optimum Enrollment
Optimum enrollment can be defined as the figure that indicates
revenues and expenditures are in balance.
It is a number that falls
between the maximum and minimum fiscal and physical capacity of
the institution.
It is a multidimensional concept and can include:
 Optimum headcount.
The institution’s physical capacity.
This
would include full capacity of all classrooms and laboratories.
 Optimum full-time enrollment. This includes faculty-student
ratios and class size.
 Optimum segmentation. This includes enrollments in specific
departments.
Optimum enrollment is an ever changing number since capital
improvements and implementation of different instructional delivery
alternatives (i.e. virtual learning) will affect enrollment. It has been
suggested that enrollment goals can be calculated by taking the
difference
between
the
current
enrollment
and
the
optimum
benchmark enrollment set by the institution.
Optimum
Enrollment
School Choice
–
Current
Enrollment
=
Enrollment
Management
Goal
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In the concerns about educational choice, Pearson identifies errors,
omissions, and fallacies in the economic and political theories used to justify
choice and raises questions about the potential impacts of choice on both urban
and rural public schools and consumers. The range of potential consequences of
choice have not been thoroughly examined before implementation--a serious
problem because educational choice may undermine the basic principles of
public education in a democratic society and increase existing inequities in
educational opportunities for many students. (Judith Pearson, 1993)
Choice and Demand Side
Economics is all about people make choices. Sociology is all about why
they don’t have choices to make. Choices are all about information: access to it,
relevance and timeliness of it, accuracy and validity of it, source and integrity of
it.
The choices being made in education and the concerns about the
informational base for those decisions are the first considerations to tackle upon
entering college. That, however, is more about political science information in
the economic sense is basic to the operation of a competitive market-place.
Consumers have to have information about choices available in any marketplace.
Informed choices are like votes, desired. If consumers make poorly informed
choices, they may be encouraging producers to put out shoddy products. The
quality of consumer choices is determined by the time and energy consumers
put
into
gathering
information
and
by
the
quality
of
the
informa-
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tion.
Information sounds like such an innocuous component of the
market model. As long as so much of the justification and rhetoric
for
market
choices
in
education
is
coming
from
the
private
and
political sector clientele can really have an advantage to choose from. (Judith
Pearson, 1993)
The Growing Interest in Educational Choice
In one form or another, education has always been important to everyone.
It has been realized almost from the beginning that some level of learning was
absolutely necessary to allow us to practice our religion, maintain our freedom,
conduct our civic affairs, and get more out of life. Education is significantly more
important today than it was in the past. Even though the importance of education
is agreeable, it has not always agreed as how it should be provided.
Most
schools privately owned and operated initiated the first large scale effort to make
it more proficient. (www.questia.com)
The Question and Individual Decision Making
It is fascinating to speculate as to what world might be like if every child
were somehow naturally predisposed to learn as much as he or she could. Think
of how much more satisfying life could be. No doubt the quality of lives woul
impove since many of our serious problems would be solved or at least greatly
reduced in severity. Pollution, AIDS, cancer, mental illness and poverty are just
a few of our current problems that might be solved through the expansion of
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brain power and changes in behavior.
Unfortunately, not every child enters
school with an overwhelming hunger for knowledge.
Many who lose it well
before they are ready to complete their formal education.
Ultimately each person must choose for him or herself what to learn, how
much to learn and how to learn.
The lesson we have to learn… is that we cannot pressure any student to
work if he does not believe the work is satisfying. (Lee, 1991)
Improving Education through Choice
Despite all the speeches, debates, studies, reports and articles concerning
public education, little consensus exists as to why we so consistently get such
poor results from our schools. Even less agreement exists as to which specific
reforms would ameliorate the myriad of educational difficulties we face.
Alternatively, blame has been placed on teachers, administrators, students and
parents. General goals such as “excellence in schools” or “schools second to
none” have been advocated.
Blanket recommendations for money, better
teachers, and more buildings have been proposed. In spite of these efforts,
significant progress toward the production of better schools has been spotty at
best. Most governments are currently engaged in education reform of some sort.
Reforms often produce higher taxes, bigger budgets, more regulations and larger
administration staff but rarely in significant gains in student learning.
More
recently some school system are approaching the problem of reform from an
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entirely new angle. They are adding the element of parental choice. Although
certainly not the elegant solution many would prefer, this element suggests a
direction of providing significant reform through increased incentives and
commitments from educators, parents and teachers. (Rinhart, 1991)
The Final Note
At present time, local and national government own, produce and give
away elementary and secondary education. Regardless of the quality of their
efforts or the results they produce, public schools have little or fear in the way of
competition. Any parent wanting to choose a private alternatives has to pay
twice, first through taxes and then through tuition. Aside from a few exclusive
private schools where wealthy parents are willing to pay high tuitions, the only
private schools that offer any real competition are church-related schools- most
commonly traditional Catholic parochial schools. Here the church is willing to
subsidize the parents, thus keeping tuition low enough to attract students. In
realistic terms though, most parents are simply unwilling to pay twice. Having to
pay both school taxes and private school tuition effectively reduces the
completion from private schools to an insignificant level.
Competition and client control must be incorporated into educational
system before any meaningful changes can take place.
1991)
(Lee and Rinehart,
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In-school Advertising
In past few decades, the advertising industry has been developing
massively all over the world. This development has really big impacts on many
other industries such as entertaining and mass media. Currently, the advertising
industry is dramatically moving into education system- schools, particularly in
underfunded schools. Since 1990, commercial activity in schools has risen 473
percent (Molnar).
Recently, the issue of that whether in-school advertising
should be banned or restricted has been widely debated. This controversial
issue has attracted a lot of attentions because there are many different opinions
about in-school advertising. Some say the in-school advertising doesn't do any
harm but raises funds for schools and brings public knowledge to children.
However, in-school advertising could be extremely dangerous because it could
make children both physical and cognitively unhealthy. While there are many
disadvantages from allowing advertising in school, many people argue that
revenue from in-school advertising can maintain the quality of education during
budget crisis.
The budget crisis forces schools to reduce their education
facilities. The author Samuel informs that, “The situation in the Orange County
district, which has been its budget from 46 million to 41 million. School officials,
district leaders elsewhere are having to cut programs once thought untouchable,
expand class sizes, reduce basic transportation and school sports and, in some
cases, even shorten the school year”. That means students in that school don’t
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have the best education due to budget cut. Thus, most leaders find that allowing
advertising is a promising business because it arises a lot of money.
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The second issue is how product-market competition affects the
equilibrium outcome. We found that the profit potential in the product market like
a school is of importance for the amount of programming investments as well as
for the amount and price of advertising. The less intense product-market rivalry
is, the larger is the potential revenue generated by advertising. A TV channel
exploits this in two ways. First, it reduces its supply of advertising slots. Second,
it invests more in programming to attract more viewers and thereby to encourage
the producers to advertise more. As a result, a relaxation of price competition in
the product markets results in higher prices of advertising, more advertising, and
more investment in programming. This suggests that there are two successive
battles over the profit potential in the product markets: one among the producers
and one among the TV channels. An escalation of advertising by the producers
spurs more investment in programming, and vice versa. Product market
competition may also be affected by a change in the number of firms. We found
that the effect of increasing the number of advertising firms depends on whether
the increase is by increasing the number of firms in each market, making the
markets less concentrated, or by increasing the number of markets. The former
way of increasing the number of advertising firms reduces the price-cost margin
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and thereby the profit potential in the product markets. Thus, while there now are
more firms demanding advertising, they also earn less from advertising.
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The Concept of Modern Marketing
At all points of the modern marketing system people have formed
associations and eliminated various middlemen in order to achieve more efficient
marketing. Manufacturers often maintain their own wholesale departments and
deal directly with retailers. Independent and private schools may operate their
own to offer their services. Wholesale houses operate outlets for their wares,
and farmers sell their products through their own wholesale cooperatives.
Recent years have seen the development of wholesale clubs, which sell retail
items to consumers who purchase memberships that give them the privilege of
shopping at wholesale prices. Commodity exchanges, such as those of grain
and cotton, enable businesses to buy and sell commodities for both immediate
and future delivery.
Methods of merchandising have also been changed to
attract customers. The one-price system, probably introduced (1841) by A. T.
Stewart in New York, saves sales clerks from haggling and promotes faith in the
integrity of the merchant. Advertising has created an international market for
many items, especially trademarked and labeled goods. In 1999 more than 308
billion was spent on advertising in the United States alone. The number of
customers, especially for durable goods, has been greatly increased by the
practice of extending credit, particularly in the form of installment buying and
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selling. Customers also buy through mail-order catalogs (much expanded from
the original catalog sales business of the late 1800s), by placing orders to
specialized
"home-shopping"
television
channels,
and
through
on-line
transactions ("e-commerce") on the Internet.
Socially Responsible Marketing is Good Marketing
It may come as a surprise to some and it may make other skeptics smile,
but it is believed social responsibility in marketing is good marketing.
If the
society expresses its needs and desires clearly and if marketing can be more
productive in developing more socially responsible goods and services, the
general view of promoting any commodity such as the services in schools as a
whole will be better off.
Marketing provides goods and services for the society. It also makes a
significant impact on the variety and choice that are made available and the
purchase process that ultimately determines the society’s quality of life. It is
obvious that marketing plays a very critical role in the well-being of the society.
In any society, any force that has a lot of power certainly has much responsibility
as well. In other words, marketing with all its acclaimed or not-so-acclaimed
power, should and does have some very serious social responsibilities.
Marketing’s Duty and Accountability
Marketing is a process that generates exchange among people, among
institutions and among people and institutions. Just what is social responsibility?
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The New Webster’s Dictionary (1986) defines responsibility as duty and
accountability. What are marketing’s duties and accountabilities and from there
do these stem?
These are key questions to be addressed to promoters of
commodities and services. (Samli, 1992)
Childhood and Education
Compulsory education is one of the defining characteristics of modern
childhood; to a degree, therefore, any politics of schooling is also politics of
childhood, with invetible implications for the lives that children lead and for the
way that childhood itself is understood. (Wagg 1996: 8)
The marketization of school has implications where it has taken up a
market identity. It focuses on the semiotic worl involved in school ‘s marketing
practices, the identities offered to students and others, and the different desires,
fears and fantasies which such marketing practises produce and ignore.
In
considering the standpoint of students and to lesser extent parents, we go
beyond well-known accounts of choice. We point both to the manner in which
schools construct students as educational commodities and to the manner in
which students construct themselves as consumers and producers of the
semiotic value of schools, drawing the “worliness they have developed through
their engagements with consumer-media culture. As indicated, their worldliness
comes from access to consumer-media culture and its reconstructions of children
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as active consumers with a certain expertise in “consumption of signs”.
(Kenway and Bullen, 2001)
Popular and Profane Pedagogy
Education takes place in a variety of social sites uncluding but not limited
to schooling.
In children’s consumer culture, identities are formed and
knowledge is produced and legitimated. In many ways, corporate pedagogues
have become post-modern society’s most successful teachers have been able to
engage and hold their students’ attention. The children and youth of today have
learned their lessons well. Many young people now regulate school education to
the margins of their identities. This is a result of the uneven hybridization of
education, entertainment and advertising, and by large the polarization of adults
from young, and youthful pleasure from school education and from adults. It
seems that many young people expect and get little gratification from school.
Indeed it is suggested that in comparison with consumer-media culture, schools
generally lack enchantment for students.
Lessons that might there be for
schools and teachers is that they found it difficult to persuade young people that
knowledge they have to offer is worthwhile. Therefore, effective stratigic school
promotion is vital for young people to attract their interest at school. (Jane
Kenway and Elizabeth Bullen, 2001)
29
Marketing Ideas to Help Increase Enrollment in Private School?
The following ideas are excerpts of the blogs taken from a reliable source
in the virtual sources. These are verbatim extraction.
The posted question runs this way: “I work in a small k-8 school and
enrollment is decreasing with this downturn in the economy & gas prices to drive
kids to the school. I am concerned about the future of the school and frankly, the
future of my job. Anyone have any marketing ideas to help the school get its
name out?”
Best Answers – Chosen by Asker:
Do you have feeder Preschools? Your school should make preschools
familiar with your program and work on good relationships, so they “feed”
students into your school.
Are there school fairs you’re not participating in – where you have a booth
and hand out literature about your school? Find out and ask to be included.
Advertise – but see if you can get it for free.
What are some of your student’s accomplishments? (Science Fair
winners, drama production, community service, etc.) Put photos of them on your
webpage (with parental permission) and see if you can get them in local
newspapers or tv news. Do you have a student newspaper, one with stories
30
written by students, photos they’ve taken, drawings, etc? Put it online.
Prospective parents love that stuff.
Is there any notable alumni that will say something nice about the school?
Put a photo of them and their quote on your webpage.
Have a seminar at your school for current and prospective parents.
Something free where an expert (staff, friend/relative of staff) speaks on
something of interest. Like Surviving Kindergarten, Stress and Junior High
Students, Web Safety (we had an FBI agent come and speak). There is likely a
place in the local newspaper you can advertise it for free, also see if you can give
flyers to nearby preschools.
Board members – someone from a desired high school or college, and
from a good preschool.
“Brand” your school. What makes your school unique? Sell that. Do you
have a carpool list? If so, make it clear in your literature and website. Parents
care about that now way more than they used to.
See
what
the
other
schools
do
and
adapt
their
ideas.
Don’t assume that even parents very close by are aware of your school.
Even in areas where parents are desperate to send their kids to private schools
they can be clueless about great schools just a few miles away.
Maybe you could contact some private high schools and associate with
them. I’m sure that there are kids in private high schools with little brothers or
31
sisters; their parents might want the kids in private elementary schools if they’re
going to go on to a private high school.
College fairs? Try convincing parents that the benefits that a private
education provides will eventually help them get into a good college with more
ease.
Do you know what is online marketing? Have you ever heard of it? I don’t
know if it can help you or your school, but it works for quite a lot of people doing
marketing. (http://www.internetmarketing-howto-videos.com)
Tips to Market a School
The idea of having a seminar for current and prospective parents sounds
like a good way to attract new people, if you promote it correctly. Internet safety
is a hot topic right now – how about running an Internet Safety Night?
In my opinion, a great way to get news out about your school is through a
mascot.
If a benchmark is taken from a big public schools, people usually
associate them with their mascot. Football fans think of the football team and the
mascot when they think of the school. The mascot is a key part of the school
spirit. Get the public enthused about the school mascot and they’ll bring publicity
to the school.
How to Advertise a School?
Get a booth at a local street fair or festival with flyers about your school to
hand out. When people come to your booth get their email address and follow
32
up with them. Have some kids in the booth maybe selling brownies or some kind
of baked good to reel the people in. Most festivals have half discounted booths
for schools. In addition, joining the Chamber of Commerce also helps.
Advertise School Programs
1. Preparation
Write a press release – a few short paragraphs about your program. Mail it
or e-mail it to the local papers, and also e-mail it to local bloggers and web sites.
Many of these have local events or classes sections.
Create an ad that covers at least the dates and times of the program. Pay
to put the ad in the local parent papers (“Parent Guide” and “Parent News” are
two parent papers that have local versions just about everywhere) and in any
local magazines.
Make a flyer about your programs. Post the flyer at the library, on the
community bulletin boards at the grocery store and any other places that accept
local flyers.
Include information about the program in the school’s weekly and/or
monthly newsletter. If the program is open to students from other schools, make
sure it is included in their newsletters as well by calling those school offices.
Send letters about the program home with all of the students at the school.
You can use the same info included in the press release.
33
2. After the Program
Invite reporters from the local paper and cable stations to observe and
write about the program.
Offer an incentive to those students already attending for bringing in new
students.
Ask local bloggers to observe the program and post about it.

Rotapanel Internationalwww.rotapanel.com

World specialist in Trivisions/ Ultra Waves and Scrollers
Best School Fundraiserwww.Data-Match.com

No Upfront Costs. Highly profitable No candy or magazines.
Java Engineer Careerswww.orangeandbronze.com

Challenging software projects, great benefits, work-life balance.
Locker Organizerwww.locker-works.com
Flexible design expands space Creates order from chaos
Ads by Google
Tips & Warnings

Don’t forget to use your e-mail address book to get in touch with locals who
will be interested in your program.

Don’t expect to fill your program up right away – give your advertising some
time to work.
34
CHAPTER 3
Research Methodology
This chapter presents the methods used and the procedures that were
used in the conduct of the study. It also includes a detailed explanation of the
research design, the setting and location, respondents of the study, research
instrument, data gathering procedures and statistical treatment.
Research Design
The research was conducted by the researches in determining which
school promotional medium was adhered by the respondents in their decision to
enroll at Iligan Capitol College This is a descriptive type of research where it
describes the possible opinion and perceptions of the respondents regarding
their decision of choosing the school . Moreover, this descriptive research is a
simple yet reliable on gathering data regarding reactions of respondents relating
to their school choice through a strong advertisement which covers the whole
expressive variables that the study is going to measure.
Research Setting and Location
This study was conducted in the guidance office of Iligan Capitol
College during the first semester of school year 2011-2012. First year students
who went to the guidance office to seek their clearance at the office were given
35
research questionnaires. The ICC guidance office is where the students mostly
spent their spare times to read news papers, play mind and desk games or seek
consultations of their social and personal problems from the guidance counselor.
The office is open at 8 a.m. to 5 p.m. to facilitate students who have related
concerns in their personal and school life. The data was conducted in this office
so that first year students could not feel hesitations in answering what information
shall be obtained from them for they already have felt comfort even at the start of
their enrollment at the school. The guidance office is a clientele centered office
that builds a friendly relationship among current, incoming and prospected first
year students since it is where their first admission at school took place.
Respondents of the Study
The respondents of the study were the first year college students who
were officially enrolled in Iligan Capitol College during the first semester of school
year 2011-2012. They took up different courses that ICC offers and they were
believed to have capabilities to answer the survey questionnaire used as an
instrument in this study. There were 233 respondents who were conveniently
selected from the total or whole population.
36
Research Instrument
The researcher used survey questionnaire to seek the information
regarding the strong school promotion that influenced the respondents to choose
ICC as a school for their tertiary education. This survey instrument was prepared
by the researcher based on the preferred advertisement or school promotion
utilized by Iligan Capitol College marketing committee during the outreach
program prior to the enrollment of the respondents in ICC. An integration of all
variables to be covered was given consideration. The researcher outsourced
ideas which are appropriate from some related studies to come up with an
instrument and eventually finalize in a form of questionnaire.
Further the
questionnaire was validated by the marketing committee of the school who
actually do the promotion in the field to warrant its dependability.
Data Gathering Procedure
The researcher came up and decided to conduct a study on which school
promotion strategy attracted and motivated the respondents to enroll tertiary
education at Iligan Capitol College. In order to have the data, the researcher
formulated the questions to be answered by the chosen respondents who were
considered as first year college students of Illigan Capitol College for school year
2011-2012.
The data gathering was conducted through the distribution of
questionnaires to the respondents. The researcher requested the student
37
assistant at the Guidance Office to distribute the instrument to the respondents
whenever they can visit the office. It started on the semi-final period of the first
semester during clearance time when first year students were required to seek
clearance from the Guidance Office. As soon as the respondents completely
answered the instrument, the researcher retrieved the questionnaire tallied and
tabulated the data using the statistical tools suited for the interpretation.
Statistical Treatment
To analyze and interpret the data gathered in this study, the researcher
used the following statistical procedures:
To show the profile of the respondents, frequency distribution and
percentage were computed. The formula is shown in the next page.
A. Percentage
P = ____f___ x 100
n
Where:
N
=
P
=
Percentage
F
=
frequency
Total number of Respondents
38
The frequency of school promotion utilized by Iligan Capitol College was
determined to describe the respondents’ intensity of showing the realistic picture
that described the level of motivation and influence in deciding to study at ICC.
To determine if there was a significant difference in the level of motivation
and influence in the respondents’ decision to study at ICC, they were grouped
according to their profile, the chi square was applied. The formula and its
description are illustrated below.
39
CHAPTER IV
Presentation, Analysis And Interpretation Of Data
This chapter includes the presentation of data, analysis and the
interpretation of the results. These are arranged based on the sequence of how
the statements of the problem are posted as follows:
Problem 1. What is the profile of the respondent’s in terms of:
a. Gender
Freq = 105,
Percentage 45%
Freq= 128
Percentage 55%
Gender
Male
Female
Figure 2
Frequency and Percentage Distribution of the
Respondent’s Gender
Figure 1 shows the distribution of the respondents as to gender.
Percentage shows that 55% of the population was prevalently females.
However, 45% were males. Women and men are equally alike to experience a
decision crisis. Gaps between male and female in college enrollment decision
40
have narrowed over the past 60 years. Current Population Survey (CPS) high
school completion. (NCES, 2001)
According to Achievement gaps between student groups can be bifurcated
to consider gaps in educational attainment, how far students go in school, and
educational achievement, generally measured by exam scores. Across racial
lines, relative declines in post-secondary enrollment by young men as compared
to women are evident in national data sets (Anderson & NBER, 2000; Mortenson,
1999).
Note that the source of the relative decline in male enrollment is not
associated with fewer men attending college, but that more women are enrolling
(King, 2000).
The difference in college enrollment rates between traditional
aged male students is comparatively small (King, 2000).
b. Course
100
100
68
80
42.9
60
29.2 %
40
20
5
2.1%
11
4.7 %
29 12.4
20 8.6
0
A.B
BSED
BEED
BSBA
BSCS/ACT BS CRIM
Figure 3
Frequency Distribution of Respondent’s Profile
as to Course Taken
Frequency
Percentage
41
Figure 2 presents the percentage distribution of respondent’s course. As
illustrated, 96 (45.3%) are taking BS in Criminology; 65 (30.7%) are taking BS in
Elementary Education; 25 (11.8%) are taking BS in Business Administration, 16
(7.5%) are taking BS in Computer Science and Associate in Computer
Technology; 8 or 3.8% are taking Bachelor in Secondary Education; while there
are 2 (0.9%) taking Bachelor of Arts and Sciences.
The data indicates a greater account of the students from the College of
Criminology, which goes to show the actual percentage share of each college
from the total enrollees of the entire tertiary department. The choice of course as
found in this study can be related to the study of Adelman. Enrolling in collegelevel courses can greatly increase students’ exposure to challenging coursework.
As research (Adelman, 1999) has found that the strongest predictor of bachelor’s
degree completion is the intensity and quality of students’ high school curriculum,
this is an important benefit.
Frequently, students who do not persist in college cite non-academic
factors as reasons for dropping out: they are overwhelmed by the new institution,
they are unfocused, or they had unrealistic expectations of the college
experience (Noel, Levitz, and Saluri, 1985).
42
Problem 2.
What is the top selected advertisement strategy that
greatly influenced the respondents’ decision to enroll at Iligan Capitol
College
in
terms
of
endorsement/referral
and
medium
of
school
promotion?
a. Endorsement or Referral
Ist
89
100
2nd
50
3rd
5th
41
40
4th
39
24
Frequency
Rank
0
Relative/s;
not ICC
Alumni
Relative/s
who are
ICC Alumni
Friends;
not ICC
Alumni
Friends
who are
ICC Alumni
From “talk
of the
mouth”
Figure 4
Frequency and Rank Distribution of Respondent’s
Choice from Endorsement or Referral
Figure 3 presents the frequency and rank distribution of respondent’s
choice from endorsement or referral. As pointed out, 89 respondents choose to
enroll ICC due to the endorsement of relatives who were ICC alumni.
This
43
decision was ranked first. Another group of respondents who choose to enroll at
ICC were those who were referred by their relative/s who are not ICC alumni; this
decision ranks second. The third group of respondents who decided to enroll at
ICC was those referred by their friends who were alumni of ICC. The decision of
those respondents who were influenced by the “talk of the mouth”, ranked fourth
with a frequency of 39 while the least ranked decision of the respondents who
have chosen ICC as their school in tertiary education are those who were
referred by their friends not alumni of ICC.
Taking these data in consideration
have given benefit of the doubt as to - what made the respondents decided to
enroll at ICC.
The data indicate a greater account of the incoming first year students
who enrolled in the first semester of school year 2011-2012 and who were
variedly distributed to the different colleges based on their chosen field of
specialization. This is attributed to the relatives of the respondents who referred
them to choose ICC for their tertiary education perhaps because they have been
in ICC previously. Research generally supports the claim that word of the mouth
(WOM) is more influential on behavior than other marketer-controlled sources.
Indeed, it has been observed that WOM can be more influential than neutral print
sources such as Which and Consumer Reports (Herr et al., 1991). WOM has
been shown to influence a variety of conditions: awareness, expectations,
perceptions, attitudes, behavioral intentions and behavior.
Sheth (1971)
44
concluded that WOM was more important than advertising in raising awareness
of an innovation and in securing the decision to try the product or service.
b. Medium of School Promotion
150
1st
131
Frequency
Rank
100
50
3rd
30
4th
24
2nd
39
5th
9
0
Figure 5
Frequency and Rank Distribution of Respondent’s Choice
Based on the Medium of School Promotion
Figure 4 presents the frequency and rank distribution of respondent’s
choice based on the medium of school promotion.
As pointed out, 131
respondents choose to enroll at ICC due to the influenced of tarpaulin.
This
decision was ranked first. Another group of respondents who choose to enroll at
ICC were those who were motivated and influenced by the promotional outreach
program utilized by ICC as a medium of school promotion; this decision ranks
45
second.
The third group of respondents who decided to enroll at ICC was
persuaded by the radio advertisement another medium of school promotion.
The decision of those respondents who were influenced through the information
in the internet, ranked fourth with a frequency of 24 while the least ranked
decision of the respondents who have chosen ICC as their school in tertiary
education are those who were persuaded through leaflets and pamphlets.
Taking these data can be considered as beneficial in the proposal of some action
plan to be taken in relation to school advertisement or school promotion.
The data indicated that tarpaulin is the strongest school promotional
strategy utilized by the marketing committee of the school. A greater implication
of the presence of tarpaulin in school promotion proved credit to the official
enrollment of first year students in the first semester school year 2011-2012.
Problem 3. Is there any significant difference in the respondents’
choice of advertisement in relation to their decision to enroll at ICC when
grouped according to gender and course taken?
The Chi Square test was done to compare the decision of first year
students of semester school year 2011-2012 in the choice of advertisement
considering two variables, namely: gender and course taken. The computed chi
square value of 0.05 for respondents’’ gender and 0.39 for course taken are not
significant at .05 level.
frequencies.
Table 1 presents the observed and computed
46
a. Gender
Table 1
Difference of Respondent’s Choice of Advertisement
In Relation to their Decision to Enroll at ICC
when Grouped According to Gender
Type of Promotional Media
Gender
Variables
Endorsed/Referred
Male
fo
Relative/s; not ICC Alumni
Relative/s who are ICC Alumni
Friends; not ICC Alumni
Friends who are ICC Alumni
From “talk of the mouth”
Total
18
40
11
18
18
105
fe
18.45
40.05
10.8
18
17.55
Total
Computed
X2
Female
fo
fe
23 22.55
49
48.95
13.2
13
22
22
21 21.45
128
41
89
24
40
39
233
0.047782176
72.1
16.5
13.2
4.95
21.5
128
131
30
24
9
39
233
6.90059E-30
df
Tabular
X2
Interpretation
9
(.05) = 16.919
Accept Ho
(.01) = 21.666
Not Significant
Medium of School Promotion
Tarpaulin
radio Advertisement
Through Internet
Leaflets/Pamphlets
Promotional Outreach Program
Total
Computed X
2
58.95
13.5
10.8
4.05
17.55
105
58.95
13.5
10.8
4.05
17.55
72.05
16.5
13.2
4.95
21.45
0.0477822
47
An analysis of the expected frequency and computed or obtained
frequency values shows that freshmen students were not influenced in their
decision to enroll at ICC through the endorsement or referral as evidenced by the
fo that is nearly equal to the fe. Similarly, freshmen students were not also
influenced in their decisions to enroll at ICC by the medium of school promotion.
Table 1 presents that the computed X2 of 0.048 is lesser than the
tabulated X2 of 16.9 at .05 level of significance.
It was shown in the table that
there was no difference of respondent’s choice of advertisement in relation to
their decision to enroll at ICC when grouped according to their gender.
Considering gender, male and female are equally alike in their decision to
choose ICC for their tertiary education. Gender of the respondents is not vital in
their decision to enroll at ICC even it was gauged to both endorsement and
medium of school promotions.
Since there is no significant difference in the decision of first year students
to study at ICC during the first semester of school year 2011-2012 when gauge
to both endorsement and medium of school promotion was disclosed, the null
hypothesis is not rejected. It was also revealed that the school advertisement
and gender variables were found not operant.
48
b. Course Taken
Table 2
Difference of Respondent’s Choice of Advertisement
In Relation to their Decision to Enroll at ICC when
Grouped According to Course Taken
Type of
Promotional
Media
Endorsed/Re
ferred
Course Taken
Variables
AB
Relative/s; not ICC Alumni
Relative/s who are ICC Alumni
Friends; not ICC Alumni
Friends who are ICC Alumni
From “talk of the mouth”
Total
BSEd
fo
1
2
1
1
1
5
fe
0.95
2.08
0.57
0.94
0.91
3
1
1
0
1
5
2.81
0.64
0.52
0.19
0.84
BEED
fo
2
4
1
2
2
11
fe
1.9
4.2
1.1
1.9
1.8
6
1
1
0
2
11
6.2
1.4
1.1
0.4
1.8
Total
BSBA
fo
12
26
7
12
11
68
fe
11.8
25.8
7.1
11.6
11.3
38
9
7
3
11
68
38.2
8.76
7
2.63
11.4
fo
5
11
3
5
5
29
fe
5.02
11
3.03
4.95
4.82
16
4
3
1
5
29
16.3
3.73
2.99
1.12
4.85
BSCS/ACT
fo
3
8
2
3
3
20
fe
3.46
7.59
2.09
3.41
3.33
11
3
2
1
3
20
11.2
2.57
2.06
0.77
3.34
Computed
X2
df
Tabular
X2
Interpretation
45
(.05) = 43.773
Accept Ho
Not
Significant
BS Crim
fo
18
38
10
17
17
100
fe
17.49
38.34
10.55
17.23
16.8
56
13
10
4
17
100
56.223
12.876
10.3
3.8627
16.738
41
89
24
40
39
233
0.391001
131
30
24
9
39
233
6.96819E
Medium of
School
Promotion
Tarpaulin
radio Advertisement
Through Internet
Leafletes/Pamplets
Promotional Outreach Program
Total
Computed X2
0.391001
(.01) = 50.892
49
Table 2 presents the computed X2 of 0.048 which is lesser than the
tabulated X2 of 16.9 at .05 level of significance.
It was shown in the table that
there was no difference of respondent’s choice of advertisement in relation to
their decision to enroll at ICC when grouped according to their course taken,.
Considering course, AB, BSEd, BEED, BSBA, BSCS/ACT and BS
Criminology are uniformly comparable in their decision to prefer ICC for their
tertiary education.
Courses of the respondents are not imperative in their
decision to enroll at ICC as measured to both endorsement and medium of
school promotions.
Since there is no significant difference in the influence of decision among
first year students to study at ICC during the first semester of school year 20112012 when gauge to both endorsement and medium of school promotion was
disclosed, the null hypothesis is not rejected. It was also revealed that the school
advertisement and course taken by the respondents were found not operant
variables in their decision to enroll at ICC.
Problem 4. What action plan can be proposed based on the result of
the study?
Without a comprehensive strategy to manage enrollments, any school will
find it difficult to increase productivity, service, quality and competitiveness.
Enrollment management is a comprehensive process designed to help achieve
and maintain optimum enrollment (recruitment, retention and graduation rates).
50
The marketization of school
has implications where it has taken up
market identity. It focuses on the semiotic world involved in school ‘s marketing
practices, the identities offered to students and others, and the different desires,
fears and fantasies which such marketing practises produce and ignore.
In
considering the standpoint of students and to lesser extent parents, it must be
gone beyond well-known accounts of choice. It is better to point both to the
manner in which the school creates students as educational possessions and to
the manner in which students raise themselves as users and originators of the
semiotic value of the school, drawing the “worliness they have developed through
their engagements with end user-middling culture. As indicated, their worldliness
comes from access to consumer-media culture and its reconstructions of
students as active consumers with a certain expertise in “consumption of signs”
where consideration of consumer satisfaction can be the priority. (Kenway and
Bullen, 2001)
In view of the facts found in this study the researcher opted to suggest
that enrollment goals can be calculated by taking the difference between the
current enrollment and the optimum benchmark enrollment set for the institution.
Aside from the current marketing practices in the institution, strategic, realistic
school promotion and marketing ideas shall be taken into consideration to help
the school get its name out.
51
Table 3
Proposed Action Plan for School Promotion And
Marketing-Short Term Range
SY 2013-2014
AREAS OF
CONCERN
1. Program of
Camaraderie for
Preschool and
basic education
feeder.
OBJECTIVES
ACTIVITIES
Time Frame
- To let the basic
education pupils,
parents and
teachers be
familiar with the
programs offered
by ICC;
-Parents would come to
PTA meetings each
month while baby-sitting
and child-care services
were provided.
Once in every
month
-to build and
work in good
relationship with
pre-school
constituents, so
they “feed”
students into the
school.
-to let toddler
siblings of the
parents try the
comfort of the
nursery facilities
of the school
-Encourage
parents/yayas/guardians
to attend the family day
activities and forum
conducted by the school
in relation to the
institution’s social
responsibility such as
mass feeding, “kawang
gawa sa kapamilya” or a
combined family do day
activity like running for a
cause involving those
who are affiliated in
school programs.
RESPONSIBLE
PERSON
Director for
Academic
Affairs
Director For
Administration
Once in a
quarter
BUDGET
Basic
Education
Principal and
Advisers
Basic
Education
Teachers
Pupils
Parents
To be
allocated
and
arranged
through the
office of
finance as
the activity
arises.
PERFORMANCE
INDICATOR
At the end of every
activity, at least 75%
of the attendees of
camaraderie
program will
heighten their level
of fellowship and
loyalty to ICC where
they can gain
confidence of the
educational services
it provided. Thereby
ICC shall gain trust
that parents will be
positive in sending
their other siblings in
the institution hence
they will become
feeders of
prospective clientele
in ICC. At the end
of every activity
parents are required
to cite feedbacks for
the advantage and
improvement of other
school programs.
52
AREAS OF
CONCERN
2.
School Fair or
street fair during
festivals and
related activities
OBJECTIVES
ACTIVITIES
Time Frame
-To participate any
city wide school
fairs, launched
locally.
Put up a booth and
distribute flyers or
hand out literatures
about the school.
When people come to
the booth get their
email address and
follow up with them.
Have some kids in the
booth maybe selling
brownies or some kind
of baked goods to reel
the people in. Most
festivals have half
discounted booths for
schools.
Whenever fiesta
and community
celebration arise.
–to find out links
from local
government and
other agencies like
secondary schools
and ask to be
included in school
fairs.
-to let ICC be
visible in local
activities of
social
responsibility to
foster school
advertisement.
Provide a schematic
caricature that exhibits
the actual physical
capacity of the
institution that provides
ideas for prospected
students regarding the
educational services
that ICC offers.
-Convince parentpassersby about the
benefits that a private
school provides
eventually a help to
their students in getting
into a good college
education with more
ease. .
During the career
orientation
activities
conducted by the
nearby secondary
schools.
RESPONSIBLE
PERSON
Director For
Academic
Community
Extension
Coordinator
Deans of the
Colleges
Members of the
committee on
School Promotion
and Marketing
BUDGET
To be
proposed by
the Chairman
of the
committee in
school
promotion
and
marketing
PERFORMANCE
INDICATOR
From the period when
this activity convened, it
is expected that ICC
can attain 80% chances
in the market place
therefore prospected
clientele shall be
expected in the
succeeding school
years.
53
AREAS OF
CONCERN
3. On line Marketing
Advertise the
school– but see if it
can be got for free.
OBJECTIVES
-To recognize and
put students’
accomplishments
and outputs online.
-To give due
importance about
notable alumni
who say something
nice about the
school.
- To be proud of
being part to
students who
successfully
passed the
licensure
examination and to
tenured instructors’
achievements in
post education.
These will add
credit to the
school.
ACTIVITIES
Time Frame
RESPONSIBLE
PERSON
BUDGET
PERFORMANCE
INDICATOR
- What are some of the
students’ and teachers’
accomplishments? (A
Science Fair winner, drama
production, community
service, passing the
licensure examination, post
graduate achievements,
representation for external
studies, etc.) Share photos
of them on the school
webpage (with parental
permission).
-put photos and the quotes
of the alumni who say
something nice about the
school.
- Arrange the
accomplishments of
students to be recognized
with local newspapers or tv
news.
-from the school organ or
student newspaper, one
with stories written by
students, photos they’ve
taken, drawings, etc.; can
be put online. Prospective
parents love that stuff.
- Write a press release – a
few short paragraphs about
school program. Mail it or
e-mail it to the local papers,
and also e-mail it to local
bloggers and web sites.
Many of these have local
events or classes sections.
Recognition of
accomplishments
must be regularly
updated in the
school website,
local news papers
or tv news.
Members of the
committee on
School Promotion
and Marketing
Administrator of
the school web
page.
DSAS
The costing if
there are any,
shall be
proposed by
the Chairman
of the
committee in
school
promotion
and
marketing
subject for
arrangement
with the
finance officer
to be
approved by
the
administration
for budget
allocation.
If this action can be
activated regularly it is
expected that students
will be encouraged to
draw out their talents
and gain competitive
edge over other
students where parents,
their relatives, teachers
and other constituents
shall be encouraged to
support them.
A feeling of
belongingness shall be
stabilized that
assumedly everybody
would love it.
“Mouth advertisement”
can be positively
possible.
Online marketing helps
a lot works in selling a
school for quite a lot of
people.
54
AREAS OF
CONCERN
4.
Gigs on training
and seminar for
parents
OBJECTIVES
- to build smooth
relationship with
parents
- To emphasize
concern for parents
and promote a
sense of
belongingness for
them at school.
-to encourage
parents to take
serious
consideration
regarding their
responsibility for
their child’s
education.
- To contribute
additional
knowledge that
parents ought to
learn and apply
whenever
adversities in life
arise.
ACTIVITIES
-Have a seminar at the
school for current and
prospective parents.
Something free where
(staff, friends/relative of
staff) speaks on
something of interest.
Like Surviving
Kindergarten, Stress
and Junior High
Students, Web Safety,
Career Orientation for
their incoming college
freshman child and etc.
-there is likely in local
news paper that can
advertise it for free.
- distribute flyers of
invitation about the
seminar to parents of
nearby schools.
-Create an ad that
covers at least the dates
and times of the
program. Pay to put the
ad in the local parent
papers (“Parent Guide”
and “Parent News” are
parent papers that have
local versions just about
everywhere) and in any
local magazines.
.
Time Frame
RESPONSIBLE
PERSON
Once in every
quarter
Director For
Academic
Community
Extension
Coordinator
Deans of the
Colleges
Members of the
committee on
School Promotion
and Marketing
BUDGET
To be
allocated and
arranged
through the
office of
finance as the
activity
arises.
PERFORMANCE
INDICATOR
Since parents are the
key factors of incoming
prospected first year in
the college department
of ICC, it is important to
give due consideration
for their concerns.
After the series of
seminar gigs it is
expected that parents
would feel certain of
ICC’s capability to
serve educational need
for their kids. It is
further assumed that
parents would give
greater influence to
their child’s tertiary
education particularly if
they have fully
understood the
importance and
relevance of the
programs of studies
that ICC can offer to
their child/children.
55
AREAS OF
CONCERN
5.
School Branding
OBJECTIVES
ACTIVITIES
-To establish ICC’s
“Brand” name or
tag line and jingle
advertisement.
-Make a clear list of
carpool in the literature
and website. Parents
care about that way now
than they used to.
-to sell the school
uniquely.
- To develop the
marketing talents
and abilities of
internal and
external CBA
students
- Sponsor a competition of
slogan, jingle making
and tag line for ICC.
Provide venue for
students in the campus
and those who are
interested to participate
outside the school as
well.
- Who ever become the
winner give due
recognition or benefit
while the winning
peace can be adapted
as credible tag line or
slogan of the school
subject to the approval
of the authorities of the
school.
- See what other schools
do and adapt their
ideas.
Time Frame
Once in every
semester
RESPONSIBLE
PERSON
Community
Extension
Coordinator
HR officer
Deans of the
Colleges
Members of the
committee on
School Promotion
and Marketing
BUDGET
The costing
shall be
proposed by
the Chairman
of the
committee in
school
promotion
and
marketing
subject for
arrangement
with the
finance officer
to be
approved by
the
administration
for budget
allocation.
PERFORMANCE
INDICATOR
It should not be
assumed that even
parents very close by
are aware of ICC. Even
in areas where parents
are desperate to send
their kids to private
schools they can be
clueless about great
schools just few miles
away. Therefore
through the highly
acceptable outputs
solicited from the
winner of the
competition, the level of
familiarity among
people of the
community regarding
the school can be
increased.
56
AREAS OF
CONCERN
6. Academic
Marketing Program
OBJECTIVES
- to popularized the
concept of schoolbased marketing
channels
- to build a program
called ICEs (ICC
Consultants for
Education) which
leveraged teachers
as channel
partners.
- to let the
students participate
enthusiastically and
develop a
marketing plan for
the school and
then implement
their plan as part of
a for-credit course
- to encourage the
teachers to
dedicate a
semester or an
entire school year
to help promote
services of the
school.
ACTIVITIES
- launch a student
representative for
academic marketing
program who are taking
business courses major
in marketing and
advertising on college
campuses within Iligan
City.
- Students design and
implement creative
promotional campaigns
that generate sales.
Hence, they will form
student-teams and create
a mock advertising
agencies. The students
work free of charge on
ICC’s behalf (actually, for
their course grade).
-ICC as a client company
provides the same
expectations, time, and
budget constraints that it
would if it was hiring a
real promotional agency.
ICC supplies information,
feedback, and a budget
so student- teams can
actually implement their
ideas.
- The student-team mock
agencies compete within
teams at their own school
or with student-teams at
Time Frame
Once in every
school year
Allow six months
to plan prior to
the
implementation of
this program and
select the best
schools to work
with.
Allocate at least a
month for sell-in.
Make sure there
is a strong
support from
teachers and
administrators to
go with the
program.
RESPONSIBLE
PERSON
Director for
Academic Affairs
Director For
Administration
School Promotion
and Marketing
Team
CBA and its
stakeholders
ICC Students
Students from
other Colleges
Make sure there
will be a teacher
who is the
champion, and
who is 100
percent
committed to a
successful
outcome
Fully engage the
student agency
as if it were a
professional firm
for hire
BUDGET
PERFORMANCE
INDICATOR
The program offers
The chairman
of school
promotion
and
marketing
shall propose
budget
intended for
the program.
The proposed
budget To be
allocated
shall be
arranged
through the
office of
finance as the
activity
arises.
tremendous PR and
sponsorship
opportunities for
students.
The students will have
a chance to be part of
an exciting, relevant,
hands-on experience
business field.
The students’ “mock
marketing agencies”
shall be able to tap
resources for-profit
organization. They will
be able to convince
prospective buyers of
the benefits of ultimate
extended sales channel
of leveraging.
- Students received
valuable experience
working with a real
company
57
other schools. ICC will
select a panel of judges
(usually sales and
marketing professionals)
to evaluate the student
plans and results. The
teams with the winning
plans earn prizes and
recognition. Depending
on the ICC’s level of
investment and the
judges’ credentials, the
program offers
tremendous PR and
sponsorship
opportunities.
-Judge the students’
“mock agency”
performance, give
constructive feedback,
and make
recommendations.
-Send follow-up letters
and congratulatory notes
to the teachers who were
involved, any department
chairs, the school
principal, and other
stakeholders
-Give participants award
certificates or letters of
recognition from ICC
president. -
- The teachers are big
winners.
- For a few thousand
pesos and a few days
of management time,
possibly, this program
can be the most
leveraged sales
channel initiative that
ICC ever experience.
58
Table 3 presents the rubrics of proposed action plan for school promotion
and marketing to be piloted for short term range in the academic school year
2013-2014.
Interpretation
It is indicative that the respondents were able to make decisions and
choose ICC for their tertiary education regardless of the endorsement or referrals
and medium of school promotions. Though the data pointed out in the summary
of this study that freshmen students who enrolled in the first semester of school
year 2011-2012 were aware of the common advertisement strategies utilized by
ICC yet these did not influence their decision of school choice. Most of the items
specified in each variable showed the respondents’ observance to school
promotion passively. This can be attributed to their self preference influenced
probably from parents, relatives and friends; setting aside in particular the school
policies of requirements upon entering college as the main consideration when
tertiary education takes place. This interpretation can be recounted to the study
wherein “researchers studying two middle college high schools in California
(AEL, 2002) found that, over time, the program shifted its student mix, so that
severely at-risk students and minorities were less represented in year 2000 than
59
they had been in 1989. High attrition rates in the early years of the program
(when nearly half the entering students were at high risk of dropping out of high
school) led program administrators to implement screening criteria and
requirements, including the ability for students to pass a test of basic skills (AEL,
2002).
60
CHAPTER 5
Summary of Findings, Conclusion and Recommendation
This chapter presents the summary of findings based on the data
gathered that were subjected to statistical treatment and analysis. Conclusions
are drawn in the light of the findings and corresponding recommendations are
also presented.
The presentation of the summary of findings and conclusion follows the
same organization of the problem in chapter 1.
Summary of Findings
Problem 1. What is the respondent’s profile in terms of gender and
course?
Out of 233 respondents most of them are females comprising 128 or 55%
of the total population while there are only 105 or 45% male respondents.
Women and men are equally alike to experience a decision crisis. Gaps between
male and female in college enrollment decision have narrowed over the past 60
years.
Therefore in times, male and female are similarly incline to take tertiary
education regardless of the factors affecting behind the decision to enroll in
which school and of what course.
61
Considering the course taken by the respondents the data indicated a
greater account of the students from the College of Criminology, which goes to
show the actual percentage share of 30.7% from the total number of enrollees in
the entire tertiary department in first year for the first semester school year 20102012. The choice of course as found in this study is based upon the theory of
Adelman which says that “enrolling in college-level courses can be greatly based
from the students’ or parents’ preference in their desires to increase students’
exposure to challenging coursework” (Adelman, 1999). The strongest predictor
of bachelor’s degree completion is the intensity and quality of students’ high
school curriculum, which give him prior orientation and preference that influenced
in deciding what course to take, this is an important benefit.
Problem 2.
What is the top selected advertisement strategy that
greatly influenced the respondents’ decision to enroll at Iligan Capitol
College
in
terms
of
endorsement/referral
and
medium
of
school
promotion?
Among the variables used to measure the top selected advertisement
strategy that greatly influenced the respondents’ decision to enroll at Iligan
Capitol College are in terms of endorsement/referral and medium of school
promotion.
62
The variables on endorsement/referral as pointed out, 89 respondents
choose to enroll ICC due to the endorsement of relatives who were ICC alumni.
This decision was ranked first.
The respondents who were referred by their
relative/s that are not ICC alumni ranks second; those referred by their friends
who were alumni of ICC ranked third; those who were influenced by the “talk of
the mouth”, ranked fourth; while the least ranked decision of the respondents
who have chosen ICC as their school in tertiary education are those who were
referred by their friends not alumni of ICC. These data have given answer to the
query on- what made the respondents decided to enroll at ICC. Hence, the
strongest influential endorsement or referral was from the relatives of the
respondents who were ICC alumni.
The variables on medium of school promotion, 131 respondents choose to
enroll at ICC due to the influenced of tarpaulin.
This decision was ranked first.
The respondents who choose to enroll at ICC due to the influence of promotional
outreach program utilized by ICC, ranks second; those persuaded by the radio
advertisement, ranks third; those who were influenced through the information in
the internet, ranks fourth; and those who were persuaded through leaflets and
pamphlets; ranks the last.
These data are beneficial in the proposal of some
action plan to be taken in relation to school advertisement and promotion.
Tarpaulin is the strongest school promotional strategy utilized by the
marketing committee of the school.
A greater implication of the presence of
63
tarpaulin in school promotion proved credit to the official enrollment of first year
students in the first semester school year 2011-2012.
Conclusion
Based on the findings, the following conclusions were made:
Male and female respondents are equally alike in their decision to choose
ICC for their tertiary education. Gender is not vital in the decision to enroll at ICC
even it was gauged to both endorsement and medium of school promotions.
Since there is no significant difference in the decision of first year students to
study at ICC during the first semester of school year 2011-2012 when gauge to
both endorsement and medium of school promotion was disclosed, the null
hypothesis is not rejected. It was also revealed that the school advertisement
and gender variables were found not operant.
AB, BSEd, BEED, BSBA, BSCS/ACT and BS Criminology are uniformly
comparable in their decision to prefer ICC for their tertiary education. Courses of
the respondents are not imperative in their decision to enroll at ICC as measured
to both endorsement and medium of school promotions.
Since there is no
significant difference in the influence of decision among first year students to
study at ICC during the first semester of school year 2011-2012 when gauge to
both endorsement and medium of school promotion was disclosed, the null
hypothesis is not rejected. It was also revealed that the school advertisement
64
and course taken by the respondents were found not operant variables in their
decision to enroll at ICC.
Recommendation
The following recommendations are made.
1. As known, today’s education market is a sea of change with little room
for shorter-predictability. Budgets are fluctuating with the economic challenges
our country is facing.
This unpredictability is putting intense pressure on
school’s budget, which should cause the administrators a need to rethink the way
they market and sell the school. As strong leaders of the school, administrators
need to reassess and plan accordingly the nature of today’s education business.
With the general idea provided in this study firm and effective monitoring
of accountability to the assigned committee on school marketing and promotion
must be carefully and systematically done by the administrators of the school, as
key persons involved in employing relevant consideration on effective strategic
advertisements.
Feedback and output monitoring or evaluation shall be
conducted and measured a year after the strategic school promotion has been
done. Making this action feasible can aid in determining what could be improved
if the current school promotion is not working well or what could be maintained if
the school advertisement utilized is effective.
65
2. Deans and heads of Iligan Capitol College who are involved in school
promotion can plan a more competitive strategy in a regular schedule and work
more towards an educational campaign among incoming first year college
students and their parents during the outreach programs conducted to the nearby
secondary schools; thus selling ICC to its prospective clientele can be improved
at a certain level through giving a meticulous awareness of what are the benefits
of the course offerings that are stake at ICC.
3. The college instructors handling English, Speech and Oral
Communication and other related subjects in English and CWTS are encouraged
to come up with a competency based learning output of sample school promotion
such as writing a script and star it through radio spots as one of the annual
school promotion.
Incentives for students in gaining competencies can be a
good motivating factor to come up the best output.
4. Business educators must improve their approaches if they want to
provide business and marketing students with opportunities for real-life
experience and with exposure to potential employers. It makes the curriculum
relevant.
Work-study programs and internships are increasingly part of the
academic concerns such that students are encouraged to form mock advertising
agencies for them to simulate the real work situation.
5.
The senior students can be the good promoter of the school
through their community extension programs in the adopted barangays.
66
Coordinators of community extension, CWTS instructor and research and
development authorities must do hand in hand in planning out a strategic
measures to encourage, coordinate and simulate the work students for positive
output that leads to school promotion in a regular basis. Nice comments about
the benefits that old students and alumni are enjoying can be a good motivating
factor; these can be documented and disseminated systematically to influence
prospected market.
7. The chairman of the committee on school promotion and marketing
shall coordinate with other school promoters and adopt their effective strategies.
Benchmarking from other schools’ promotional strategies can be a healthy
formation of competition edge.
8. The parents of ICC students must be encouraged to regularly keep in
touch with school activities and be part of the schools’ advocacy to serve for
education. Doing so can promote good understanding and relationship between
parents and school stakeholders for a common purpose. Educating students
cannot only be relied to the educational institution; parents have great
contribution to its set up and success.
9. There can be other related studies recommended to be conducted in a
broader scope, wider range and substantial number of respondents.
67
BIBLIOGRAPHY
Books
Adelman, C. (1999). Answers in the Tool Box: Academic Intensity, Attendance
Patterns, and Bachelor’s Degree Attainment. Washington, DC: U.S.
Department of Education, Office of Educational Research and
Improvement.
Kenway, Jane and Bullen, Elizabeth. Consuming Children Education,
Entertainment, Advertising. Open University Press: Philadelphia. 2001.
Pages 189 and 151.
King, J.E. (2000). Gender Equity in Higher Education: Are male students at a
Disadvantage?; Washington, D.C.: American Council on Education
Center for Policy Analysis.
Lee, Jackson F. Jr and Rinehart , James R.; American Education and the
Dynamics of Choice, Praeger Publishers: New York, 1991. Pages 3, 91,
105 and 159.
Levitz, Noel L. R. and Saluri, D.(1985). Increasing Student Retention. San
Francisco: Jossey Bass.
Pearson, Judith. Myth of Educational Choice. Praeger Publishers Westport,
CT. 1993. Page iii.
Rinehart, James, R.; Choice in Education. Praeger Publishers: Westport, CT.
1993. Page 93.
Samli, Coskun A.; Social Responsibility in Marketing: A Proactive and Profitable
Marketing Management Strategy. Quorum Books: Westport, CT. Publication.
1992. Page 5.
Essay
Advertising
in
School.
Retrieved
April
5,
http://www.antiessays.com/free-essays/168737.html
2012
from
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Wilmshurst, J.; The Fundamentals and Practice of Marketing. 1984.
Kaynak, E. and Savitt, R. ed., Comparative Marketing Systems, 1986.
McCarthy, E. J. and Perreault, W. D. Jr., Basic Marketing, 10th ed. 1990.
Charleston, WV. AEL. (2002). High Schools on College Campuses.
Ellsworth, J. H. and Ellsworth, M. V.; Marketing on the Internet, 1997.
Boone, L. E. and D. L. Kurtz, Contemporary Marketing; 9th ed.; 1998.
Encyclopedia
The Columbia Encyclopedia, Sixth Edition Copyright© 2004, Columbia University
Press. Licensed from Lernout & Hauspie Speech Products N.V. All rights
reserved.
Journal
Herr, P.M., Kardes, F.R. and Kim, J. (1991) Effects of word-of-mouth and
Product Attribute Information on Persuasion: An Accessibility-Diagnosticity
Perspective. Journal of Consumer Research 17, 454–62.
National Center for Education Statistics. (2001). Educational Achievement and
Black-White Inequality (NCES Publication No. NCES 2001-061).
Washington, DC: U.S. Department of Education.
Sheth, J.N. (1971) Word of mouth in low risk innovations. Journal of Advertising
Research 11, 15–18
Internet Sources
http://www.internetmarketing-howto-videos.com
http://www.antiessays.com/free-essays/168737.html
69
APPENDIX A
Letter to the Respondents
ILIGAN CAPITOL COLLEGE
Mahayahay, Iligan City 9200
Research Office
July 26, 2011
Dear Respondent:
You are selected as one of those who can give an actual answer about the
queries of the study entitled:
THE PROMOTIONAL MEDIA UTILIZED BY ILIGAN
CAPITOL COLLEGE IN THE SCHOOL YEAR 2011-2012. The purpose of this study is
to determine the most effective promotional media utilized by the institution during the
last school year.
Please give your honest answer to the questions raised in the
attached instrument. Your answers will only be used for the purpose of the study and
will be held with confidentially.
Thank you for your cooperation.
Sincerely,
____________________
GINA G. JOCSON, MPM
Research Officer
70
APPENDIX B
SURVEY QUESTIONNAIRE
I.
Respondents’ Profile

Name: ( Optional) _____________________________________________________________

Gender :

II.
⃝
Male
⃝
Female
Course:
⃝
BS Criminology
⃝ BS Computer Science
⃝
BS Business Administration
⃝ AB
⃝
BEEd
⃝ BSEd
Please tick the box which appropriately specifies the kind of school promotion/endorsement
that convinced you to study at ICC. You can rank the reasons by using the following
numbers specified with its corresponding meaning:
1-
Means you are extremely convinced with the medium of school promotion/endorsement.
2-
Means you are moderately convinced with the medium of school promotion/endorsement.
3-
Means you are convinced with the medium of school promotion/endorsement.
4-
Means you are less convinced with the medium of school promotion/endorsement.
5-
Means you are never convinced with the medium of school promotion/endorsement. (not
applicable)
A.
Endorsement / Referral
From Relative/s; not ICC Alumni moderate
From Relative/s who are ICC Alumni
From Friend/s; not ICC Alumni
From Friend/s who are ICC Alumni
From “Talk of the mouth”
Other/s (please specify) _______________________________________
71
B.
Medium of School Promotion
Tarpaulin
Radio Advertisement
Bill Boards
Leaflets/Pamphlets
Promotional Outreach Programs
Other/s (please specify) _______________________________________
72
Curriculum Vitae
GINA G. JOCSON
Block 22, Lot 7. Steeltown, Subdivision, Tominobo,
Iligan City 9200, Philippines
e-mail address
:
Tel. Numbers
:
Home
:
63-063-2216358
Office
:
63-063-2212247 local Research Office
:
+9276820146
Cell Number
gina_jocson@yahoo.com
--------------------------------------------------------------------------------------------------------------------Personal Details
Age
:
45 years old
Birth date
:
March 16, 1967
Religion
:
Roman Catholic
Language Spoken
:
English, Tagalog and Visayan
Professional License :
0368691
Work Experience
Designation
:
Job Description
:
Research Officer

Assumes responsibility for the overall research administration;

Engages in the general planning and management of the
activities/projects related to research;

Prepares, implements and monitors the approved research agenda;
73
Reviews research proposals and endorses qualified research

proposals to the Research Review Committee;
Coordinates with the research review committee in examining and

evaluating research proposals for funding from either internal and
external sources;
Assists in planning, organizing and supervising trainings, conferences

and symposia aimed at strengthening the culture of research in the
institution; and Establishes and strengthens linkages with institutions
engaged in research.
Date
:
June 2010 – Present
Office Address:
Research Office, Iligan Capitol College, Mahayahay, Iligan City
9200, Philippines
Designation
:
Dean, College of Business Administration
Job Description:
Responsible for Planning, Implementing and Facilitating Micro

Projects and Programs for the College of Business Administration
Facilitator of various trainings and seminars in entrepreneurship,

marketing, business language, personality development and
Management related matters and program promotion.
Date
: June 2005 – to Date
Office Address : College of Business Administration, Iligan Capitol College,
Mahayahay, Iligan City 9200, Philippines
Designation
:
Instructor, College of Business Administration
Job Description :

Handling Personnel Management, Management Information
System, Business and Professional Ethics, Marketing
Management, Business English, Personality Development and
Human Relations and Related Subjects in Business.
74
Date
: September 16, 1996 to June 2005
Office Address : CBA, Iligan Capitol College, Mahayahay, Iligan City 9200, Philippines
Skills
Customers’ Relation, Marketing Strategy, Human Resource Recruitment Training
and Development, Organizations Development Intervention, Research and Statistics,
Computer Literacy: Word, Excel and Power Point, Community Extension Facilitator and
Teaching.
Educational Background
Post-Graduate: Doctor in Management
School
: Capitol University, Cagayan de Oro City, Philippines
June, 2008 – at present (Dissertation in Progress)
Graduate Studies
:
Master in Public Management
School
:
Iligan Medical Center College
Pala-o, Iligan City 9200, Philippines
Date of Graduation
:
March 30, 2006
Baccalaureate
:
Bachelor of Science in Office Management
School
:
Mindanao State University- Iligan Institute of Technology
Tibanga, Iligan City 9200, Philippines
Date of Graduation
:
April 2, 1991
Crash Course
:
Bachelor of Science in Elementary Education
School
:
Iligan Capitol College, Mahayahay, Iligan City, Philippines
School Year
:
1998 – 2001 (candidate)
TESDA Modular Course:
NC-II Bookkeeping; AM- TM Training Course
75
Eligibility and Basic Qualification
*
Passer : Professional Board for Teachers Examination (Professional Teacher)
*
Passer : Career Service Professional Examination (Civil Service Eligibility)
*
Teaching Experience: 17 years Full Time College Instructor
*
Deanship
: 5 years , College of Business Administration
*
Research Officer
: 3 year, ICC- Research Office
References
Engr. Nancy G. Borja
Systems Engineer, Agus IV
National Power Corporation-Transmission Co.
Ditucalan, Iligan City, Philippines
Cel. # 09165963413
Res. # 063-223-4244
Dr. Romeo Daligdig
Director for Academic affairs
Iligan Capitol College
Mahayahay, Iligan City, Philippines
Cel #: 09177165993
Michael A. Mocorro, CPA
Branch Manager
PCBSI
Iligan City Branch,
Kiwalan, Iligan City
Cel #: 09193503066