Utilization of Existing Institutional Marketing Strategies towards the Sustainability of Enrollment Rate at Bestlink College of the Philippines

Vol.3, No.1A

Abstract

The transition of Bestlink College of the Philippines from a technical school to a college necessitated adopting a new name. From the initial enrollment of seven (7) students in 2002 to the current enrollment of 25,413 as of March 30, 2022, the school has experienced rapid growth. The purpose of this study was to determine the percentage status of enrollment at Bestlink College of the Philippines from 2002 to the present; the use of institutional marketing strategies such as branding, social marketing, cultural marketing, and promotional actions; and the sustainability of enrollment rate in the new normal based on institutional marketing strategies. This study utilised the descriptive research method of design with a sample of 380 first-year Bestlink College of the Philippines students, chosen using a simple random sampling technique. The instruments used are documentary analysis and a questionnaire with statistical tools such as frequency and percentage, weighted mean, and ranking. 

The following findings in conclusions drawn: the status of enrollment rate at Bestlink College of the Philippines from 2002 up to the present consistently increased every academic year; the utilisation of institutional marketing strategies response as “ Strongly Agree” in terms of branding, social marketing, cultural marketing, and promotional actions there is potential sustainability of high enrollment rate in the new normal based on the utilisation of the institutional marketing strategies; and there is a proposed institutional marketing strategies model as a guide for continues growth of the institution. Based on the results presented, the following recommendations are forwarded: continue utilisation of institutional marketing tools such as word of mouth, which must attract students to enroll; otherwise, other institutional marketing tools need more utilisation to add as an ingredient to sustaining the enrollment; present on the statistical data of enrollment rate for the publicity for future reference. The data will encourage the institution to continue the eagerness to surpass the current status enrollment rate and enrich academic and non-academic activities in expanding the utilisation of marketing strategies since cultural marketing is the most utilised marketing strategy. Other marketing strategies must be utilised more to go forward in one branding and quality education consistently perform the strategies for sustainable enrollment rate.