Business Marketing Strategy in Promoting Criminology Program: Basis for a Marketing Plan

This study determined the effectiveness of business marketing strategies in promoting the Criminology program among selected Private Higher Education Institutions during the academic year 2025–2026. Specifically, it assessed the effectiveness of digital marketing, conventional marketing, and community-based social marketing, identified the respondents’ reasons for enrolment, examined the relationship between demographic profile and marketing strategies, and formulated a proposed marketing plan. A quantitative descriptive research design was employed involving 246 first-year Criminology students selected through stratified random sampling. Data were gathered using a validated and reliable researcher-modified questionnaire and analyzed using appropriate statistical tools. Findings revealed that the overall business marketing strategy was highly effective, with community-based social marketing obtaining the highest rating. School reputation emerged as a primary reason for enrolment. A significant relationship was found only between sex and business marketing strategy. A proposed marketing plan was developed based on the findings.

Business, Management and Accounting

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