Maria Angela U. Claveria, Crystal Gayle P. Cadungog, Jasmine C.
Enriquez, Diana Ashley C. Garcia, Emmerald M. Papasin,
and Dr. Noelah Mae D. Borbon
College of International Travel and Hospitality Management
Lyceum of the Philippines University – Batangas, Philippines
mariaangelaclaveria@lpubatangas.edu.ph, crystalgaylecadungog@lpubatangas.edu.ph,
jasmineenriquez@lpubatangas.edu.ph, dianaashleygarcia@lpubatangas.edu.ph,
emmeraldpapasin@lpubatangas.edu.ph,nmdborbon@lpubatangas.edu.ph
Date Received: August 9, 2021; Date Revised: August 12, 2021
Asia Pacific Journal of Academic Research in Business Administration
Vol. 7 No. 2, 42-50 September 2021
P-ISSN: 2467-6691 E-ISSN: 2467-5148
Effectiveness of Marketing Strategies of LPU Batangas among CITHM Freshmen in the case of New Normal 413 KB 5 downloads
Maria Angela U. Claveria, Crystal Gayle P. Cadungog, Jasmine C. Enriquez, Diana Ashley...Amidst the COVID-19 pandemic, LPU-Batangas shall still pursue the academic year and has nothing to adapt the new normal and continue marketing the school to attract students to enroll. The effectivity of marketing strategies is a must right now to encourage students to still continue their studies regardless of pandemic. With this, the researchers aimed to evaluate the effectiveness of marketing strategies of LPU-Batangas among CITHM freshmen in the case of new normal. The study utilized an adopted survey questionnaire among the 317 freshman students. All data were treated using a statistical software known as SPSS version 26. It was revealed that the most effective strategies employed were webinars, online advertisement and boosting Facebook page. It is the quality of education offered and being accredited to be center for excellence that encourages the respondents to enroll. It was found out that there was no significant difference observed since the computed p-values were all greater than 0.05 alpha level, which means that the responses did not differ significantly. However, it was revealed that there was a poor planning in advertising. With this, the researchers proposed an action plan for continuous improvement of the university’s marketing strategies.
Keywords – COVID19, Facebook Marketing, Online Advertisement, Webinar