Attitude of Senior High Students towards Existing Marketing and Promotion Strategies of Gates Professional Schools

Abstract

The purpose of this research work is to evaluate or assess systematically the impact of existing Marketing and Promotion Strategies being used by Gates Professional Schools to Senior High students. It aimed to answer the general question “What are the attitudes of Senior High Students toward existing marketing and promotion strategies of Gates Professional School?”.The researcher used descriptive type of research using Survey to answer the general question. Attitude has been measured through Likert rating scale to easily quantify the gathered data. 100 existing Senior High students from Gates Professional Schools located in Katipunan, Quezon City was chosen as respondent using Quota sampling. Percentage, Mean and Anova becomes the statistical tool and way of the researcher to measure the attitude of the respondents to the current marketing and promotional strategies used by Gates and significant difference of attitude and gender; attitude and monthly family income. From the findings of this study, using Publicity such as discounts and freebies as the promotion strategies of Gates has the most frequently answered versus the other 3 categories such as School appearance, Public Relations and Advertisements. The overall attitude of Senior High Students towards Marketing and Promotion Strategies of Gates Professional Schools appeared to be not significant to their monthly family income and gender as it failed to reject the null hypothesis. On the other hand, there was a significant difference in terms of attitude and monthly family income on the perception of the respondents in terms of Publicity (Discounts and Freebies), Public Relation and Advertisement. Based on the findings of this paper, Integrated Marketing Plan can be taken by Gates Professional Schools.