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THE EFFECTIVENESS OF MARKETING STRATEGIES IN RELATION TO THE

ENROLLMENT DECISION OF GRADE 11 ABM STUDENTS IN OUR LADY OF
FATIMA UNIVERSITY Joyce B. Marcelo1,2,3, Raven Casilang1,2,3, Christian
Gaerlan1,2,3, Nadin Lacanilao1,2,3, Roberto Paghunasan1,2,3, Mei Ann
Pulusan1,2,3, Rhea Soriano1,2,3 and Ms. Miljoy R.

Manalo2,3,4 1Senior High School – Accountancy, Business and Management

Strand 2Research Development and Innovation Center 3Our Lady of Fatima
University 4Ms. Miljoy R. Manalo October 2019
Endorsement This quantitative research paper entitled: The Effectiveness of
Marketing Strategies in Relation to the Enrollment Decision of Grade 11 ABM
Students in Our Lady of Fatima University: prepared by Joyce B.

Marcelo, Raven Casilang, Christian Gaerlan, Nadin Lacanilao, Roberto

Paghunasan, Mei Ann Pulusan and Rhea Soriano of BE-ABM 12Y1-MGT 2R, in
partial fulfillment of the requirements for the strand of Accountancy, Business
and Management has been examined and now recommended for Oral
Examination. This is to certify that Joyce B.

Marcelo, Raven Casilang, Christian Gaerlan, Nadin Lacanilao, Roberto

Paghunasan, Mei Ann Pulusan and Rhea Soriano are ready for the Oral
Examination. Miljoy R. Manalo Adviser This is to certify that the research entitled:
THE EFFECTIVENESS OF MARKETING STRATEGIES IN RELATION TO THE
ENROLLMENT DECISION OF GRADE 11 ABM STUDENTS IN OUR LADY OF
FATIMA UNIVERSITY: prepared by Joyce B.

Marcelo, Raven Casilang, Christian Gaerlan, Nadin Lacanilao, Roberto

Paghunasan, Mei Ann Pulusan and Rhea Soriano of section ABM 12Y1-MGT 2R is
recommended for Oral Examination/ has been examined by the panel of
examiners with a grade of ___. ______________________________ Chairman
___________________________ ________________________ Member Member Mr. Rommel
Joseph G.

Lazatin, MBA, DBA(c) Program Head, College of Business and Accountancy

Chairman Certificate of Originality We hereby declare that this thesis is our own
work and that, to the best of my knowledge and belief, it contains no material
previously published or written by another person nor material to which to a
substantial extent has been accepted for award of any other degree or diploma
of a university or other institute of higher learning, except where due
acknowledgement is made in the text.

We also declare that the intellectual content of this thesis is the product of our
work, even though we may have received assistance from others on style,
presentation and language expression. Joyce Marcelo Principal Investigator
Members: Raven Casilang Christian Gaerlan Nadin Lacanilao Roberto Paghunasan
Mei Ann Pulusan Rhea Soriano Ms. Miljoy R.

Manalo Research Teacher Date: _____________ Table of Contents Endorsement

………………………………………………………………….……. ii-iii Certificate of Originality
…………………………………………………………… iv Table of Contents
…………………………………………………………………... v-vi List of Tables
………………………………………………………………………. vii List of Figures
……………………………………………………………………… vii List of Appendices
…………………………………………………………………. viii Acknowledgement
…………………………………………………………………. ix Abstract
………………………………………………………………………..........

x CHAPTER I The Problem and Its background ………….…………………………….………… 1-

2 Statement of the Problem …………………………………………………………...2-3 Hypothesis
…………………………………………………………………………. 3 Significance of the Study
…………….……………………………………………. 3 Scope and Delimitation ………………………….
……………………………….... 4 Definition of Terms …………………………….
………………………………….. 4 Acronyms
………………………………………………………………………......

4-5 CHAPTER II Literature Review Theoretical framework

…………………………………………………………… 5-6 Variable Discussion
……………………………………………………………… 6-7 Research Paradigm
………………………………………………………………. 7-9 CHAPTER III Methodology Research
Design …………………….………………………………..……….…... 10 Research Instrument
…………...…...…………………………………………...… 10 Population and Sampling ….……...
…………………………………………….… 10-11 Ethical Consideration ……………..….
………………………………………….… 11 Data Collection
……………………………………………………………………. 11-12 Data Analysis
……………………………..………………………………………..

12-14 CHAPTER IV Results and Discussion ………….………………………………………………..

15-26 CHAPTER V Conclusion of the Study ………………………………………………………...
27 Recommendation …………………………………………………….………… 27-28 References
…………………………………….…………………….…………. 29-32 List of Tables Table 1: Mean
Rating Scale …………………………………………………… xiii Table 2: Degrees of Correlation
………………………………………………... xiv Table 3: Mean Rating of Product
………………………………………………. xviii Table 4: Mean Rating of Price
…………………………………………………. xix Table 5: Mean Rating of Place
………………………………………………….

xx Table 6: Mean Rating of Promotion …………………………………………… xxi Table 7:

Summary of Mean Rating Results of all Independent Variable ……… xxii Table 8:
Mean Rating of Word of Mouth ……………………………………… xxiii Table 9: Mean
Rating of Social Media/Internet Presentation ………………….. xxiv Table 10: Summary
of Mean Rating Results of all Dependent variable ………. xxv Table 11: Degrees of
Relationship with Marketing Strategy and Enrollment Decision.

xxvi Table 12: Relationship Between Marketing Strategy and Enrollment

Decision… xxvi List of Figures Figure 1: Paradigm of Study
…………………………………………………. vi Figure 2: Data Collection Process
…………………………………………… xii Figure 3: Gender of Fifth Respondents of the
Study ………………………… xv Figure 4: Age of Fifth Respondents of the Study
…………………………….

xvi Figure 5: Monthly Allowance of Fifth Respondents of the Study …………… xvi
Figure 6: School Last Attended of Fifth Respondents of the Study …………. xvii List
of Appendices Appendix A: Informed Consent Form……………………………………......
xxxiii Appendix B: Assent Form ……………………………………………...…… xxxiv-xxxvii
Appendix C: Questionnaires …………………………………………….… xxxviii-xli Appendix D:
Documentation ……………………………………………………….

xlii Acknowledgment We would like to thank those who help us in doing this
study. First of all, we would like to thank all the members of group 5 for
participating and for sharing knowledge to make this study. Second, we would
like to appreciate our friends who help us to make this study.

We thanked you for giving us some advices in making this study Third, we want
to acknowledge our research instructor Ms. Miljoy R. Manalo for guiding and
teaching us to make this study successful. We sincerely thanked our parents in
supporting and guiding us in making this study. For the moral, financial and
physical support that you gave to us. And most of all, we gratefully thanked our
God who guided us.

We thank Him for the knowledge and wisdom He gave to us to make this study.
He really deserved a praised in giving us physical, emotional and mental strength
to make this study successful. Abstract This study focuses on the effectiveness of
marketing strategies in relation to the enrollment decision of the student.

The groups want to know if there is a relationship between marketing strategies

of OLFU with enrollment decision. This research may help the school in improving
their marketing strategies. And may also help the future researchers to add
knowledge to them. This study is a quantitative approach especially a Qouta
Sampling and Convenience Sampling.
The researchers conducted an interview for fifty random participants at Our Lady
of Fatima University. The answered questionnaires go through individual
tabulation to come up with a statistical presentation and will be assessed using
percentage formula. The researchers considered the following factors: product,
price, place and promotion for independent variable and word of mouth and
social media/internet presentation for dependent variable.

In this study, the finish collection of data from the participants may become a
basis in finding the level of relationship between marketing strategy and
enrollment decision.
CHAPTER I THE PROBLEM AND ITS BACKGROUND Nowadays, most of the
students having their hard time to choose or find school for their preferred
courses/strand. Because some of schools have only limited courses/strand is
being offer.

Some schools have the same courses offered, so that students can’t decide where
they will take their studies (Orenstein, 2016). Therefore, the schools created or
think for a better marketing strategy to persuade and to encourage students to
take studies at their school. There are so many ways to encourage students, not
just through speaking and/or providing flyers.

Nowadays, school often used social media to encourage students take studies at
their university. Therefore, there are three school marketing trends set to
dominate designed for effective marketing strategy (Marinopoulos, 2018). There
are other challenges to factor in as well – like the fact that today’s college student
demographic is different from that of the past.

Not only are modern student extremely tech-savvy, but their core values are
different, too: they think differently about financial aid and put more emphasis on
campus-based experience than past generations (Moore, 2018). Company
performance is one of the most important aspects when assessing the suitability
of certain strategies (Jain, 2009).

Company marketing strategy is an important and crucial constituent for the

global market. Marketing strategies can vary from country to country, brand to
brand and organization to organization. In order to achieve a satisfactory and
adequate marketing strategy which has a positive outcome on global and overall
firm success, the marketing department within a company should bear in mind all
the different marketing mix strategies that can influence the comprehensive
result and the cumulative firm success (Shilke, Reiman, Thomas, 2009). But some
schools have marketing strategy issues. They faced problems when it comes to
their strategies.

Some of the strategic marketing issues ate increasing competition, fast paced,
and changing nature of innovations which reduces the span of the marketing
strategy, lack of skilled workforce and the changing demographics of students.
This research study aims to know the effectiveness of marketing strategy of Our
Lady of Fatima University in relation of the enrollment decision of grade 11 ABM
students. And it also aims to help the university to choose the effective marketing
strategies to use in promoting their school.
It is important to know the reference of the school, if it can influence other
students or outsides to be convince by the marketing strategies. What are the
enrollment marketing strategies? What are the importance of learning the
marketing strategies? By that objectives it can help everyone to be aware about
marketing strategies. The result of this research study could be help to schools
and even to students.

This research can help schools to think what could be the effective marketing
strategy for them to use to encourage students. It can help the school to increase
the capabilities of their marketing program. Also it can help students to decide
what school they will take their studies to accomplish their dreams.

Statement of the Problem This research aims to determine how effective the
marketing strategy of Our Lady of Fatima University in related to enrollment
decision of grade 11 ABM students. This can also give information for what
enrollment marketing strategy could be the university use to encourage students
to take studies at their campus.

In general, this study aims to answer how effective the marketing strategy of Our
Lady of Fatima University in related to the enrollment decision of grade 11 ABM
students. 1. How may the respondents profile be assessed in terms of: a. Age b.
Gender c. Monthly Allowance d. Type of school last attended 2. How may the
respondents assessed marketing strategy in terms of: a. Product b. Price c. Place
d. Promotion 3.

How may the respondents assessed enrollment decision in terms of: a. Word of
mouth b. Social media or Internet Presentation 4. Is there a relationship between
marketing strategy and enrollment decision? 5. Based on the results, what
recommendations could be made? Hypothesis of the study The study has the
hypothesis if there is a relationship between marketing strategy and enrollment
decision. Ho: There is no relationship between marketing strategy and enrollment
decision.

Ha: There is relationship between marketing strategy and enrollment decision.

Significance of the Study • To OLFU- This research can help the Our Lady of
Fatima University in improving their marketing program to increase the number
of students that will take the studies at OLFU. • To the Students- This research
can help students to decode on what school or university they will study.
• To the Academe Industry - This research study will help the academe to have
the idea or knowledge to have been improve their marketing strategy to be
added to the studies that will students and even schools can learn. • To the
Future Researchers- This research can also help the future researchers to have a
knowledge on how to do this such kind of research study, and to get some points
to make their research study better.

Scope and Delimitation The respondents of this research study will be the
selected 50 grade 11 ABM students of Our Lady of Fatima University. They will be
the one who will answer the questionnaires. They are chosen because they are
the one who experienced the marketing strategy of OLFU. The getting of data will
take place in Our Lady of Fatima University City of San Fernando, Pampanga
where will the respondents come from to have the data gathering.

Definition of Terms For better understanding in this study, the following terms
are clearly defined based on how they used in this study. Effective - producing a
result that is wanted Marketing - the activities that are involved in making people
aware of company's products Strategy - a careful plan or method for achieving a
particular goal Persuade - to cause, to believe something Encourage - to make,
more likely to do something, to tell or advice Nominate - to be the most
important part of Aspects - the direction that something falls or point toward
Crucial - extremely important Adequate- enough for some need or requirement
Cumulative - increasing or becoming better or was over time through of series a
additions Acronyms For better understanding in this study, the following terms
are clearly defined on what they mean in this study.

OLFU- Our Lady of Fatima University ABM- Accountancy and Business

Management CHAPTER II REVIEW OF RELATED LITERATURE Theoretical
Framework Schnaars (2010), stated that the main focus of marketing strategies is
to manipulate the variables of the marketing mix, that are the product, price,
place and promotion strategies to achieve the goal of an organization. Product is
the good or service offered by a company to its customers.

Price is the amount of money paid by customers to purchase or claim the

product. Place or distribution are the activities that make the product available to
consumers. And promotion are the activities that communicate the product’s
features and benefits and persuade customers to purchase the product (Kotler, P.,
Armstrong, G., Cunningham, P.H., 2005).

According to Spearman, Abdul Rahim, Ghanayem and Ljepava (2016) stared the
aim of the present research was to understand factors that influence students to
enroll in particular university. Those factors are Word of Mouth and Social Media
or Internet Presentation. The word of mouth is the process of actively influencing
and encouraging discussion (McMillen, 2016).

And the social media refers to techniques that target social networks and
applications to spread brand awareness or promote particular products
(techopedia.com). Conceptual Framework Figure 1: Paradigm of Study Figure 1
shows here what is the relationship of marketing strategy to enrollment decision
of Grade 11 ABM students of Our Lady of Fatima University in Pampanga.

It shows that the 4P’s which are product, price, place and promotion in marketing
mix are the factors that can help to achieve the school’s goals (Schnaars, 2010). It
also shows here that the strategies that can affect the student’s enrollment
decision are word of mouth, internet presentation and social media (Spearman,
Abdul Rahim, Ghanayem and Ljepava, 2016). Foreign Literature Marketing is the
process which creating the customer’s needs and wants in goods and services.

It generates the strategy of a company that underlies all things to gain customers
loyalty and build relationships (Sindhu, 2011). According to the research of
Bowen et al. (2012), advertising the university using an institution web-site, using
various media stations, use of social networks, encouraging word-of-mouth, open
day on campus and alumni support are marketing strategies that are effective to
attract and increase enrollment of students.

Schnaars (2010), stated that the main focus of marketing strategies is to

manipulate the variables of the marketing mix, that are the product, price, place
and promotion strategies to achieve the goal of an organization. The school
should have enough and appropriate information of the community to have plan
and allocate the resources of the market place to have successful marketing
strategy (Safarzadeh et al., 2012).

Adnett & Davies (2010), said that the introduction of market-based reforms of
state schooling systems have been justified by the supposed benefits of
encouraging greater inter-school competition in local schooling markets.
Promoting increased competition by comparison was seen as a means of
stimulating greater allocative, technical and dynamic efficiency in schools.

Local Literature Custinar, Cruz, Ecobiza and Piquero (2015) said that in this
modern wold doing things are needed to have held by technology. Especially
when it comes to enrollment system because it’s very crucial. In addition of
Desiderio (2015), most of the businesses are advised to use the Internet for
promoting their products and services as long as their customers are using
internet to avail the products and services.

Gregory (2014), stated that it is crucial for universities to have a physical presence
for the university to promote their school as the student today’s days mainly
conduct digital research rather than physical, beforehand. Effective school
marketing and business strategy needs a deep knowledge and experience for the
words “school”, “marketing”, “business” and “strategy”.

The marketing managers should have enough knowledge about marketing

strategy so that the school or business could meet their goals, (Arant et al., 2016).
Newbold (2012) said that there are five rules on how to attract students through
in effective marketing strategies these are: building a relationship between
interest and career, don’t just focus on prospective students of university, make
sure that the information from the university are well distributed, put value for
the youths and embrace modernization.

If the school wants to have a successful journey, the school should do some
drastic changes for them to meet the student’s perspective about their school.
Because nowadays, students are more demanding on what the school offers to
them (Feliciano, 2015). Foreign Studies In the study of George (2012), having a
Television Ads is not necessarily used for this present time.

In addition to this, Hartsein (2011), stated that having a Facebook Page of school
can establish a controlled, professional presence that allows students to take a
look about the school while still protecting their students. The facility is much
more passive container of the educational process. It contributes to the place
experience of students for their studies and to have security and safety while
learning. It is based to the study of Lackney (2011).

Khan & Qureshi (2010) stated that schools should not just limit themselves to the
collection of impressionistic evidences instead the school should conduct formal
research and analyze it deeply to know the marketing strategy they have to use.
In studies conducted by Omboi & Mutali (2011) and Bede & Peprah (2014) using
billboards for making strategy of schools are now less attractive.

But using radio and television is now useful for the school to use as marketing
tools as a mode of advertisement (Shahid & Qureshi, 2010; Uchendu et al., 2015).
According to Kotler, Calder, Malthouse and Koraten (2012) the marketing leader
of the school know how to blend or mix the 4P’s of marketing mix strategy to
create the greatest value, and in consequence, increase of enrollees.

Local Studies According to Ramirez, Amurao and Mercado (2014) the Philippines
retail market is growing market. It evolves as time pass by and have given away
to the hyper markets to have dramatic impact on the market place. Soriano
(2008) revealed that the most notable problem in marketing is unresponsiveness
of the marketers to the customer’s needs and competitions.

Some of the marketers did not value their customer’s needs. Also they did not
response to the customer’s feedback. One of the deciding factors that can
influence the student’s decision is advertising. The school should know how to
advertise their campus to the new students (Napompech, 2011).

In addition, students should also know what the school offers before availing the
marketing strategy of the school. They school need to make sure that information
and other matters are all clear to the students (Levitz, 2012). According to Ofcom
(2014) one of the problem of a company why they have few numbers of
customers are high number of complains and low customer satisfaction.

The company did not meet the satisfaction level of the customers so more
complains the company received. Chapter III RESEARCH METHODOLOGY In this
chapter, the research design, research instrument, population and sampling,
ethical considerations, data collection and data analysis will be discussed.
Research Design This study is a quantitative research.

Quantitative research is defined as the systematic investigation of phenomena by

gathering quantifiable data and performing statistical, mathematical or
computational techniques (Bhat, 2018). The research design that will be use in the
study are descriptive and correlational research design to determine if there is a
relationship between the independent variable and dependent variable. Also to
describe if marketing strategy has an effect to enrollment decision of the
students.

According to Shuttleworth (2008), descriptive research design is a method that

involves observing, researching and analyzing a specific subject. However,
correlational research design is a way to find out or to determine the relationship
of two or more quantitative variables (Cheprasov, 2018). Research Instrument The
researchers use survey questionnaires to be distributed to the Grade 11 ABM
students of Our Lady of Fatima University.

Questionnaires are based on the available literature. Consultation with experts

such as research teachers and professionals will be done to ensure the reliability
and validity of the questionnaire that will be used. The questionnaire will be
divided into three parts: the demographic profile of the respondents, the
effectiveness of the marketing strategy based on marketing mix (product, price,
place & promotion) and the relationship of the enrollment decision based to
word of mouth, internet presentation & social media to the marketing strategies.
Population and Sampling The respondents of the study are the 50 grade 11 ABM
strand students of Our Lady of Fatima University.

They will answer the questionnares provided by the researchers. Quota Sampling
and Convenience Sampling are the techniques that the researchers will use for
specifying the respondents. The researchers will get a proportion of each sections
in grade 11 ABM strand.

The quota sampling is a method that is a non-probability sampling and it is a

method in which the researchers will gather or get a representative for a specific
group (Saunders, M., Lewis, P. & Thornhill, A., 2012). While according to Saunders,
M., Lewis, P., & Thornhill, A. (2012) convenience sampling is a specific type of
non-probability sampling method also known as availability sampling that relies
on data collection from population members who Are conveniently available to
participate in study.

Ethical Consideration To ensure that the study will be conducted thoroughly and
to influence them to have willingness to participate in a help, that they can
understand and follow through. Also to ensure the privacy of the respondents,
forms will be given to them. The consent form will be given to all respondents.
While the assent form is an addition for those respondents that are under legal
age for them to know what is the study all about.

Data Collection This part of the research will discuss the procedures that the
proponent is under in taking or collecting data from the respondents. Figure 2:
Data Collection Process Data Analysis The data gathered by the researcher from
the questionnaires will be carefully analyzed to convert into useful and
quantifiable information. Mean Rating or Likert Scale will be use to describe the
relationship between marketing strategy and enrollment decision.

The Mean Rating Scale or Likert Scale is calculated by adding all individual
student’s score and dividing by the number of total score. Also to determine the
perceptions of the respondents who gave a rating of 1-4 to the given indicators
of two variables the mean rating will be use. Table 1 Mean Rating Scale
Weighted Mean Point Scale Descriptive Rating 3.25 – 4.00 4 Strongly Agree
2.50 – 3.24 3 Agree 1.75 – 2.49 2 Disagree 1.00 – 1.74 1 Strongly Disagree
To ensure the relationship between marketing strategy and enrollment decision
and how the marketing strategy affect the enrollment decision of the students,
Pearson-Product Moment Correlation (PPMC) or Pearson’s Rho (r) will be used.

The Pearson correlation coefficient, r, can take a range of values from +1 to -1. A
value of 0 indicates that there is no association between the two variables. A
value greater than 0 indicates a positive association; that is, as the value of one
variable increases, so does the value of the other variable. A value less than 0
indicates a negative association; that is, as the value of one variable increases, the
value of the other variable decreases (Lund Research Ltd, 2018). This is shown in
the diagram below. Table 2 Degrees of correlation An r value of Description +1
Perfect positive relationship .70 or higher Very strong positive relationship .40 to
.69 Strong positive relationship .30 to .39 Moderate positive relationship .20 to .
29 Weak positive relationship .01 to .19 No or negligible positive relationship 0
No Relationship -.01 to -.19 No or negligible negative relationship -.20 to -.29
Weak negative relationship -.30 to -.39 Moderate negative relationship -.40
to.69 Strong negative relationship -.70 or higher Very strong negative
relationship -1 Perfect negative relationship Chapter IV RESULT AND
DISCUSSION This chapter will discuss the statistical result of the study. The
statistical methods that are used in the study which are the Mean Rating Scale
and the Pearson’s r will be discussed.

Some pie charts and tables will also be included in this chapter for the
demographics of the respondents. In figure 3 below, pie chart for the gender of
the respondents has been shown. The students who are enrolled in OLFU who
got the highest rate which is 54% are the female respondents while the students
who are enrolled in OLFU who got the lowest rate which is 46% are the male
respondents.

/ Figure 3: Gender of the Fifty Respondents of the Study In figure 4 below, it

shows the pie chart for the age of the respondents. The students who are
enrolled in OLFU at the age of 15 years old got 6% which is the lowest from all
the given ages. The second lowest are those students at the age of 18 years old.
While the 36% are the students at the age of 16 years old.
And the highest of all are the students at the age of 17 year’s old who got 48%. /
Figure 4: Age of the Fifty Respondents of the Study The pie chart below shows
the monthly allowance of the respondents who are enrolled which shows in
figure 5. Most of the students who are enrolled have the monthly allowance of
Php 1,500 which have the 36%.

While the students who are enrolled that have the monthly allowance of Php
2,000 got the second to the highest rate which is 26%. The 16% in the pie chart
are the students who have the monthly allowance of Php 3,000. And the two
lowest rate which are the 12% and 10% are those students who have the monthly
allowance of Php 2,500 and Php 3,000.

/ Figure 5: Monthly Allowance of the Fifty Respondents of the Study In figure 6

below, the pie chart for the school last attended by the respondents is show.
Most of the students enrolled are from public school (72%). One of the reasons
why they go to private school because of the voucher offered by the school. They
are also enrolled in private school for them to have experience. While the
students from private school has the lowest rating which is 28%.

/ Figure 6: School Last Attended of the Fifty Respondents of the Study II. Mean
Rating of Marketing Strategy for the Independent Variable 2.1 Product In Table 3,
product’s highest mean rating for the marketing strategy is Pro4 which is
“Subjects are available according to strands” obtained 3.36 which was rated
“strongly agree” by the respondents. Second to the highest mean rating is the
Pro1 which is “The school service is very organized” obtained 3.30 which was also
rated “strongly agree” by the respondents. On the other hand, the Pro3 which is
“The school has better strand instructions” got 3.26 mean rating which was also
rated “strongly agree” by the respondents for marketing strategy.

Lastly, the statement “The teaching method/strategy is clear and understood”

which is under Pro2 got the lowest mean rating which is 3.24 and which was
rated “agree”. Table 3 Mean Rating of Product Description Mean Rating
Descriptive Rating Pro1. The school service 3.30 Strongly Agree is organized.
Pro2. The teaching method/ 3.24 Agree strategy is clear and understood. Pro3.
The school has better 3.26 Strongly Agree strand instructions. Pro4.

Subjects are available 3.36 Strongly Agree according to strands. Total 3.29
Strongly Agree 2.2 Price As shown in Table 4, for the marketing strategy the
price’s highest mean rating is the Pri1 which is “The voucher was implemented”
got the mean rating of 3.48 which was rated “strongly agree” by the respondents.
On the other hand, the Pro4, Pro3 and Pro2 which is “I’m satisfied to all the fees
for the whole year”, “The tuition fee is good enough and just suitable for a private
school” and “The price of the books is suitable for the type of books the school
offers” got the mean rating of 3.10, 3.14 and 3.12 which all was rated “agree’ by
the respondents. Table 4 Mean Rating for Price Description Mean Rating
Descriptive Rating Pri1. The voucher was 3.48 Strongly Agree implemented. Pri2.
The price of the 3.12 Agree books are suitable for the type of books the school
offers. Pri3. The tuition fee is good 3.14 Agree enough and suitable for a private
school. Pri4. I’m satisfied to all fees 3.10 Agree for the whole year. Total 3.21
Agree 2.3

Place Table 5 shows that place, for marketing strategy obtained the highest mean
rating of 3.34 or “strongly agree” under Pla1 and Pla3 which is “The location of
the school is accessible” and “The ambiance of the school is safe”. Furthermore,
Pla2 and Pla4 got the lowest mean rating of 3.32 which is “The location of the
school has convenient stores around’ and “I’m satisfied to the location of the
school” which was rated “strongly agree’ by the respondents.

Table 5 Mean Rating for Place Description Mean Rating Descriptive Rating Pla1.
The location of the 3.34 Strongly Agree school is accessible. Pla2. The location of
the 3.32 Strongly Agree school has convenient stores around. Pla3. The
ambiance of 3.34 Strongly Agree the school is safe. Pla4. I’m satisfied to the 3.32
Strongly Agree location of the school. Total 3.33 Strongly Agree 2.4

Promotion In Table 6, for the marketing strategy Prom4 which is “I’m satisfied on
how the teachers promoted the school in relation to enrollment decision of the
students” got the highest mean rating of 3.32 which was rated “strongly agree”
by the respondents. On the other hand, both Prom1 and Prom2 got the mean
rating of 3.22 which was rated “agree” which is “The marketing strategy of the
school is effective’ and I will recommend this school to my friends and relatives”.

While the statement “I’ve been really persuaded on the marketing strategy of the
school” which is under Prom3 got the lowest mean rating of 3.14 or “agree’. Table
6 Mean Rating of Promotion Description Mean Rating Descriptive Rating Prom1.
The marketing strategy of 3.22 Agree the school is effective. Prom2. I will
recommend this 3.22 Agree school to my friends and relatives. Prom3. I’ve been
really persuaded on 3.14 Agree the marketing strategy of the school. Prom4.

I’m satisfied on how the 3.32 Strongly Agree teachers promoted the school in
relation to enrollment decision of the students. Total 3.23 Agree 2.5 Summary
of Mean Rating Results of all indicators under Marketing Strategies Table 7 shows
that place got the overall mean rating of 3.33 or “strongly agree”. While the
product got the second to the highest rating of 3.29 which was rated “strongly
agree”. However, the promotion got the mean rating of 3.23 or “agree” and the
lowest mean rating of 3.21 or “agree is the price.

Table 7 Mean Rating Results of all Indicators under Marketing Strategies

Weighted Average Mean Variables Mean Rating Descriptive Rating Product 3.29
Strongly Agree Price 3.21 Agree Place 3.33 Strongly Agree Promotion 3.23
Agree Total 3.27 Strongly Agree III. Mean Rating of Enrollment Decision for the
Dependent Variable 3.1

Word of Mouth In Table 8 below shows that WOM4 for enrollment decision got
the highest mean rating of 3.32 or “strongly agree” which is “I am going to testify
my experiences on this school to the students”. While the WOM1 which is “I will
persuade the other students about the university” got the 3.30 mean rating which
was rated “strongly agree” by the students.

However, the statement “I will tell my family and friends about the school’s good
service” which is under WOM2 got the mean rating of 3.28 or “strongly agree”.
Lastly, the WOM3 got the lowest mean rating of 3.18 which is “I will recommend
this school to the other students” which was rated “agree” by the respondents.
Table 8 Mean Rating of Word of Mouth Description Mean Rating Descriptive
Rating WOM1. I will persuade the 3.30 Strongly Agree other students about the
university.

WOM2. I will tell my family 3.28 Strongly Agree and friends about the school’s
good service. WOM3. I will recommend this 3.18 Agree school to the other
students. WOM4. I am going to testify 3.32 Strongly Agree my experience on this
school to the students. Total 3.27 Strongly Agree 3.2 Social Media/Internet
Presentation Table 9 shows that SociaMed1 got the highest mean rating of 3.32
or “strongly agree” for enrollment decision which is “I am going to share the
social media sites of the school to my family and friends”.

While the SociaMed4 got the mean rating of 3.28 which is “Overall, the marketing
strategies of the school affects my enrollment decision” which was rated “strongly
agree” by the respondents. On the other hand, both SociaMed2 and SociaMed3
got the lowest mean rating of 3.26 or “strongly agree” which is “I will participate
in promoting the school with the use of social media sites of the school” and “I
will share the information to the other students with the use of tagging them on
the social media post of the school”.

Table 9 Mean Rating of Social Media/Internet Presentation Description Mean

Rating Descriptive Rating SociaMed1. I am going to share 3.32 Strongly Agree
the social media sites of the school to my family and friends. SociaMed2. I will
participate in 3.26 Strongly Agree promoting the school with the use of the social
media sites of the school. SociaMed3. I will share the information 3.26 Strongly
Agree to other students with the use of tagging them on the social media post of
the school. SociaMed4. Overall, the marketing strategies 3.28 Strongly Agree Of
the school affects my enrollment decision. Total 3.28 Strongly Agree 3.3

Summary of Mean Rating Results of all Indicators under Enrollment Decision In

Table 10 below shows that SociaMed has the highest mean rating than the WOM.
It shows that social media is more effective than in word of mouth in relation to
enrollment decision of the student. The SociaMed got the mean rating of 3.28 or
“strongly agree” and while the WOM got the 3.27 mean rating which was rated
“strongly agree” too.

Table 10 Summary of Mean Rating Result of all Indicators under Enrollment

Decision Weighted Average Mean Variables Mean Rating Descriptive Rating
Word of Mouth 3.27 Strongly Agree Social Media/ 3.28 Strongly Agree Internet
Presentation Total 3.28 Strongly Agree IV. Degrees of Correlation of all the
Indicators It is shown in Table 11 and 12 that the result for the degree of
relationship with the marketing strategy and enrollment decision at a significance
level of -0.94 giving a very strong negative relationship.

Overall, the variables have inverse relationship which means whenever the
marketing strategy of the school is good the enrollment decision is not affected.
And whenever the current marketing strategies of the school is increasing, the
number of enrollees is decreasing. We could assume that the current marketing
strategies of the school is not effective enough to attract enrollees for the
institution.

Therefore, the null hypothesis (Ho) which is “There is no relationship between

marketing strategy and enrollment decision” is accepted. Table 11 Degree of
Correlation Independent Variable Dependent Variable Independent Variable 1
Dependent Variable -0.94 1 Table 12 Relationship Between Marketing Strategy
and Enrollment Decision Dimension Pearson’ R Decision Interpretation
Marketing -0.94 Reject Ho Very Strong Negative Relationship Strategy Chapter
V CONCLUSION AND RECOMMENDATION In this chapter, the conclusion of the
researchers after analyzing all the results of the statistical methods used in this
study will be discussed.

The recommendations of the researchers that has been made based on the
conclusion made to improve the marketing strategies of the school will be also
included. These recommendations could also help and give ideas to researchers
in the near future. Conclusion Ho: There is no relationship between marketing
strategy and enrollment decision.

-Reject Ha: There is relationship between marketing strategy and enrollment

decision. -Accept The null hypothesis of the study is accepted which is inverse
relationship wherein whenever the marketing strategies of the school is
increasing the number of enrollees is decreasing. The enrollment decision of the
students is not mainly affected to the marketing strategies of the school.

The marketing strategies of the school could not be really effective for them to
attract new students to their institution. Which means the students are not
relying on what marketing strategies the school has. They relied on the school
itself. According to Shammot (2011), the factors that can influence the number of
enrollees in private institutions are the public perception on the quality of
education, the amount of school tuition, the availability of facilities.

Other factors that can influence the student’s decision are in the family,
education style in school, teacher recommendations, career guidance, open,
exhibitions, mass media, geographical location, ranking, personal and
demographic, study fee and career prospects (Eidimtas & Juceviciene, 2014).
Recommendations The researchers wished to recommend the following: Build the
school brand.

The school must convince its target market that they have the best school to
choose among schools. They must improve their campus more because when the
facilities of the school are well-managed they could attract enrollees (Penn State
University, 2017). Optimized the school for searching engines. Make sure that the
school’s online presence is optimized for search.

People are going to be very interested in where the school is located (Mali, 2018).
Develop an online marketing strategy. It is more likely convincing if the school
has a better and well-managed online page. It can target the audience and it is
more likely sustainable and suitable for today’s generation (Aisbett, 2018).
Improve the promotional strategy of the school.

The school must have the most attractive and persuading strategy to attract and
persuade enrollees Improve financial aid and budget implication. It is one way to
attract student and/or family may be able to afford the tuition fee offer especially
for colleges (Schumacher, 2015). According to Hillman (2011), tuition discounting
has been the fastest-growing topics within most public and private institutions.

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08, 2019 Appendix A Informed Consent Form Dear Respondents, Thank you for
agreeing to complete this survey.

This information will be used to know if there is a relationship between marketing

strategy and enrollment decision and your participation is an important part of
this process. Please be advised that participation in this survey is strictly voluntary
on your part and will have no effect on your course grade. Your individual
responses in this survey are confidential and will not be connected with you as an
individual in any reporting of this data.

If you have any questions about this survey, or to learn more about the study in
general, you may contact Joyce B. Marcelo 09050699671. Please sign and date
below indicating your agreement to participate in this (survey questionnaire).
Thank you. Name (signature): __________________________ Date:
_________________________ Appendix B ASSENT FORM (13-17 Year Olds) (For
Practical Research 2) Our Lady of Fatima University Pampanga Campus ASSENT
TO PARTICIPATE IN A RESEARCH STUDY Title of Study: The Effectiveness of
Marketing Strategies in Relation to the Enrollment Decision of Grade 11 ABM
Students in Our lady of Fatima University. I am a Senior High School Student at
Our Lady of Fatima University Pampanga Campus.

I am doing a research study. I am working with my teacher, Ms. Miljoy R. Manalo,

on a research study. I'd like to tell you about this study and ask if you will take
part in it. What is a research study? A research study is when people like me
collect a lot of information about a certain thing to find out more about it.

Before you decide if you want to be in this study, it’s important for you to
understand why we’re doing the research and what’s involved. Please read this
form carefully. You can discuss it with your parents or anyone else. If you have
questions about this research, just ask me. Why are we doing this study? We are
doing this study to find out if the marketing strategies of Our Lady of Fatima
University is effective in relation to the enrollment decision of the grade 11 ABM
students. This study is not part of your school work, and you won't get grades on
it.

Why are we talking to you about this study? We're asking about 50 students if
they would like to participate. We’re inviting you to take part because you are
this age and you go to a school where we’re doing the study. What will happen if
you are in this study? If you agree to be in the study and your parents give
permission, we will ask you to: Answer a questionnaire You will be asked to
complete a survey questionnaire that we will provide for you. This part will take
about a minute.

Study location: Study will be conducted at Our Lady of Fatima University

Pampanga Campus If you don’t want to be in the study, what can you do
instead? This study will be held only during your free time so that there will be no
intervention on your part. Are there any benefits to being in the study? There is
no benefit to you personally for taking part in this study.

But we hope that the results of the research will other reader in the future. Are
there any risks or discomforts to being in the study? You might get bored or tired
and decide that you don’t want to finish the study activities or the interview. If so,
just tell us that you want to stop. A possible risk for any research is that people
outside the study might get hold of confidential study information.

We will do everything we can to make sure that doesn't happen. Who will know
about your study participation? Besides you and your parents the researchers are
the only ones who will know the details of your study participation. If we publish
reports or give talks about this research, we will only discuss group results.

We will not use your name or any other personal information that would identify
you. Will you get paid for being in the study? You will not be paid for being in
this study. Do you have to be in the study? No, you don’t. Research is something
you do only if you want to. No one will get mad at you if you don’t want to be in
the study.

And whether you decide to participate or not, either way will have no effect on
your grades at school. Do you have any questions? You can contact us if you
have questions about the study, or if you decide you don’t want to be in the
study any more. You can talk to me, or your parents, or someone else at any time
during the study. My phone number is 09050699671.

If you have any questions or concerns about your rights and treatment as a
research subject, you can contact us 09050699671.
********************************************************************* ASSENT OF
ADOLESCENT (13–17 years old) If you decide to participate, and your parents
agree, we'll give you a copy of this form to keep for future reference. If you would
like to be in this research study, please sign your name on the line below.
________________________________________ _______________ Child's Name/Signature
(printed or written by child)* Date ________________________________________
_______________ Signature of Investigator/Person Obtaining Assent Date
***************************************** Appendix C Survey Questionnaire Name
(Optional): __________________________________ Age: _______ Gender: _______ School
Last Attended: ?Public ?Private Monthly Allowance: ?1,500 ?2,000 ?2,500 ?3,000 ?
3,001 or more Direction: Check the number that corresponds to your answer (1-
Strongly Disagree, 2-Disagree, 3-Agree, 4-Strongly Agree). Please answer the
following questions honestly.

This will be used as a basis for our study entitled “The Effectiveness of Marketing
Strategies in Relation to the Enrollment Decision of Grade 11 ABM Students in
Our Lady of Fatima University. INDEPENDENT VARIABLES Product Strongly
Agree (4) Agree (3) Disagree (2) Strongly Disagree (1) 1. The school service is
very organized. 2. The teaching method/strategy is clear and understood.
3. The school has better strand instructions.

4. Subjects are available according to strands. Price Strongly Agree (4)

Agree (3) Disagree (2) Strongly Disagree (1) 1. The voucher was implemented
2. The price of the books are suitable for the type of books the school offers.
3. The tuition fee is good enough and just suitable for a private school. 4. I'm
satisfied to all the fees for the whole year.

Place Strongly Agree (4) Agree (3) Disagree (2) Strongly Disagree (1) 1. The
location of the school is accessible. 2. The location of the school has
convenient stores around. 3. The ambiance of the school is safe. 4. I’m
satisfied to the location of the school. Promotion Strongly Agree (4) Agree
(3) Disagree (2) Strongly Disagree (1) 1. The marketing strategy of the school is
effective. 2.

I will recommend this school to my friends and relatives. 3. I’ve been really
persuaded on the marketing strategy of the school. 4. I'm satisfied on how the
teachers promoted the school in relation to enrollment decision of the students.
DEPENDENT VARIABLES Word of Mouth Strongly Agree (4) Agree (3)
Disagree (2) Strongly Disagree (1) 1.

I will persuade the other students about the university. 2. I will tell my family
and friends about the school’s good service. 3. I will recommend this school to
the other students. 4. I am going to testify my experiences on this school to
the students. Social Media/Internet Presentation Strongly Agree (4) Agree (3)
Disagree (2) Strongly Disagree (1) 1.

I am going to share the social media sites of the school to my family and friends.
2.I will participate in promoting the school with the use of the social media
sites of the school. 3. I will share the information to other students with the
use of tagging them on the social media post of the school. 4.

Overall, the marketing strategies of the school affects my enrollment decision.

Check and validated by: Ms. Miljoy R. Manalo Research Teacher Appendix D
Appendix E / / / Joyce Marcelo, Christian Gaerlan and Roberto Paghunasan are
conducting a survey to grade 11 ABM students at Our Lady of Fatima University.

/ / Joyce Marcelo and Mei Ann Pulusan are assessing the grade 11 ABM students
in answering the survey questionnares at Our Lady of Fatima University.

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<1% - https://www.cleverism.com/qualitative-and-quantitative-data-collection-
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F3fYC&pg=PA47&lpg=PA47&dq=The+second+lowest+are+those+students+at
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<1% -
https://mbr.nlm.nih.gov/Download/MetaMapped_Medline/2019/MEDLINE/pubm
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<1% - https://schools.au.reachout.com/articles/benefits-of-internet-and-social-
media
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sequence=7&isAllowed=y
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%20Influencing-7165.pdf&act=book
<1% - https://www.educateiowa.gov/sites/files/ed/documents/StudentFees-and-
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<1% - https://etd.ohiolink.edu/!etd.send_file?
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<1% -
http://www.nebraskalegislature.gov/FloorDocs/103/PDF/Transcripts/Revenue/201
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<1% - https://www.google.com/search?num=15&as_qdr=all&q=According to
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most public and private institutions.#
<1% - https://www.amazon.com/Research-Business-Students-Thornhill-
Saunders/dp/0273750755
<1% - https://eric.ed.gov/?id=ED527057
<1% - https://www.qilt.edu.au/docs/default-source/gos-reports/2017-gos-l/det-
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25d0938791b1e86477b58fff00006709da.pdf?sfvrsn=f47be33c_4
<1% - https://agb.org/trusteeship-article/the-link-between-financial-aid-and-
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<1% - http://www.shawneecc.edu/wp-
content/uploads/2018/12/research_consent.pdf
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<1% - https://www.chronicle.com/article/What-to-Do-When-They-Say/46433
1% - https://cphs.berkeley.edu/CF-
Template_SocBehav_School_Assent1317YrOld.docx
<1% - https://www.theguardian.com/science/2017/dec/04/would-you-be-willing-
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<1% - https://cphs.berkeley.edu/CF-Template_Biomed_Assent1317YrOld.docx
<1% - http://iafor.org/archives/journals/iafor-journal-of-
education/10.22492.ije.5.2.pdf
<1% - https://courses.lumenlearning.com/ivytech-engl112/chapter/research-and-
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<1% -
https://laloma.mcs4kids.com/img/files/MSS_parent_letter_091017%20(002).pdf
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questions or concerns about your rights and treatment as a research subject, you
can contact us 09050699671.#
<1% - https://irb.ucsf.edu/sites/hrpp.ucsf.edu/files/biomedical-cancer-consent-1-
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<1% - http://www.irrodl.org/index.php/irrodl/article/view/1127/4866
<1% - https://www.fatima.edu.ph/campus/our-lady-of-fatima-pampanga/
<1% - https://books.google.com.ph/books?
id=z8v6zREsq18C&pg=PA709&lpg=PA709&dq=I+will+recommend+this+school
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