determinant of market potential for private college Caducoy, Michael B. creator text xxu Parañaque City Olivarez College 2019 monographic eng

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Marketing strategy formulation for organizations takes place via the process of integrating segmentation, targeting and positioning from which one can define the service marketing mix. Once organizations have segmented the market, they must determine the market potential of each segment and then select segments to target. To date, this study focused on the SHS completers from the K-12 program, as traditionally driven by most institutions' students serve as the target market of higher educational institutions. This study delved into the students' demographics, planning and preparation for college, factors, perception and attributes that they consider on choice which are important to the students' decision-making behavior which would aid higher education institutions in understanding their target market to ensure appropriate marketing strategy. As such, this study sought to determine the market potential of SHS completers for private college with an end view of developing a sustainable strategic marketing plan. Quantitative research design was used in this study involved with the gathering of information concerning the market potential of Grade 12 students with respect to variables or current conditions. Findings showed the topping the list of career choices is hospitality management, majority of them came from public junior high school that belong to low income class with very satisfactory to outstanding academic performance as they consider state universities or college to enroll in college. More so, they point out that browsing school websites and social media helps them to choose a school for college as they consider their own self preference with monthly preferred payments for tuition fee. It is also pointed out that they considered affordable tuition fees and easy mode of payments as one of the most perceived attributes to enter in college and also benefit from realistic future possibilities, globally competitive graduates and promising school expansion and development. Thus, in order to a proposed strategic marketing plan was catered centralizing on the findings of the study. Michael B. Caducoy. Master Thesis Brand Oriented Positioning Higher Education Institution Market Orientation K-12 Program T 658 2019 357 OCLRC 230131 20260730103754.0 9811