Effectiveness on the Marketing Strategies for Higher Education Institutions in Mindanao

Abstract

This study aims to identify the most suitable marketing strategies utilized by higher education institutions. Specifically, it seeks to: (a) Analyze the marketing system of Initao College based on market segmentation, enrollment trends, current student population, institutional vision, mission, goals, and academic programs. (b) Examine the college’s organizational environment, focusing on administrative practices, institutional characteristics, and socio-psychological factors. (c) Assess the effectiveness of the college’s educational marketing strategies in terms of the marketing mix, brand perception, and market positioning. (d) Determine the correlation between marketing practices and key institutional factors, including the college’s profile, mission, vision, goals, academic programs, and organizational environment. (e) Identify specific variables, individually or in combination, that influence the marketing strategies of Initao College. (f) Identify challenges encountered by the institution in implementing its marketing strategies. This study employs a descriptive-correlational and causal research design, utilizing purposive sampling. Findings reveal that outdoor advertising is the most commonly used marketing practice, contributing significantly to various institutional aspects. The overall institutional profile is well-established, supporting student attraction and retention efforts. The college demonstrates a dynamic organizational environment through its administrative practices. Additionally, while the local government consistently supports the institution, its marketing strategies appear to have no significant impact on the college’s autonomy in attracting students.

KEYWORDS:higher education, marketing strategy, organizational environment