Implementation of Marketing Strategies Across Department Parameters

This study examined the perceived implementation of marketing strategies across the Junior High School, Senior High School, and College departments of an educational institution. It focused on six areas: social media campaigns, SMS/inquiry responses, school tours and events, print materials, school campaigns, and referral systems. It also determined whether students’ perceptions differed when grouped according to age, sex, department, school origin, and place of residence. A quantitative descriptive-comparative research design was employed. The study included 366 students selected through proportionate stratified random sampling from a population of 4,231 students. Data were gathered using a researcher-made questionnaire consisting of 30 items covering the six marketing strategy dimensions. Mean and standard deviation were used to describe the perceived level of implementation of the marketing strategies, while the Mann–Whitney U and Kruskal–Wallis H tests were used to determine differences among groups. The overall mean of 2.47 (SD = 0.45) indicated that students perceived the marketing strategies as fully implemented. Social media campaigns received the highest mean (M = 2.56, SD = 0.47), whereas SMS/inquiry responses had the lowest (M = 2.37, SD = 0.52). Significant differences were found according to age, sex, department, school origin, and place of residence. Post-hoc comparisons showed significant differences between the 13–16 and 17–20 age groups and between College and Senior High School students.

Marketing Strategies, Educational Marketing, Social Media Campaigns

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