Iligan Medical Center College Pala-o, Iligan City

ASSESSMENT ON THE MARKETING STRATEGY USED BY THE ILIGAN MEDICAL CENTER COLLEGE

Partial Requirements In Marketing Research

October 27, 2012

Members:
Balloso, Rhea Bontuyan, Hope Earl Capangpangan, Iles Keen Engrecial, Ruthche Mauyag, Naslia Puti-an, Kristine Ann Saladaga, John Wilmer

INTRODUCTION
Marketing strategy is defined as a strategy that integrates an organizations marketing goals into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is set out in a marketing plan.
www.businessdictionary.com

THE SCOPE
The group tends to assess the marketing strategy used by the Iligan Medical Center College way back year 2007 up to the present. This includes the different marketing strategy used by the said school to attract the target market to enroll.

We all know that the competition in getting the best students can be a difficult task if you choose the wrong strategy because every school used these strategies wherein they believed that it could help them from persuading students to enroll on their school. In the case of Iligan Medical Center College, the group has observed that on every strategy that they used theres a change of rate of enrollees.

OBJECTIVE OF THE STUDY

This research specifically aims to analyze and provide information about the effectiveness of the marketing strategy used by the Iligan Medical Center College through conducting a survey. It also determines the satisfactory level of the students.

Review of Related Studies

A university is an institution for educating individuals. It is a school of knowledge in every kind, consisting of teachers and learners from every quarter and a place for the communication and circulation of thought. It is a training ground for a future career since knowledge of certain subjects and a college degree is both beneficial to have in terms of a successful future. Iligan Medical Center College (IMCC) is a private, non-sectarian and non-political learning institution which is located Iligan City in the island of Mindanao which is in the Southern part of the Philippine Archipelago. It is approximately 795 kilometers from the urban center of Manila which is the seat of government and the hub of the country's economic activities. Iligan Medical Center College firmly believes in quality education that empowers to become holistic and productive citizens of the country through intensive instruction, research and community extension programs with its vision, mission and goals. The Iligan Medical Center College tends to encourage the individuals to enroll through T.V. and radio advertisements, brochures, flyers and tarpaulins. And the said school also tends to implement several strategies that would surely give satisfaction to the students. The Iligan Medical Center College offers Scholarship program that includes the KAPAGINTAW, varsity and the student assistant program, the free access of the Wi-Fi, Cybershack, library and the like that would help the students on their school activities.

RELATED STUDIES Enrollment growth is of strategic importance to the future of the Iligan Medical Center College. Marketing is an integral element of any recruitment activity. With the marketing plan as a starting point, it determines the actions that must be taken in order to improve enrollment and strengthen the overall image of the Iligan Medical Center College. Using research from a number of sources, the purpose group identified a pool of academic programs for promotion to potential students that includes the scholarship programs and others. Research was also used to ascertain which marketing tools were the most effective for promotion to Iligan Medical Center Colleges primary target audiences.

METHODOLOGY
This Chapter deals with the design and includes the different types of research instrument used and the data collection procedures.

Research Design
This research is designed to assess the marketing strategy used by the Iligan Medical Center College. The study segmentized the different marketing strategy into three (3) categories; the Scholarship program, Information Technology Infrastructure and School facilities.

Respondents
The respondents of the study where the students of Iligan Medical Center College from the different colleges the total number of respondents is 50 where in the college of Business Administration has 10 respondents, half of them served as validity test and the rest has 5 respondents in every college.

Research Instrument
A sheet of paper containing question to be answered by the respondents. The questionnaires called Likert scale containing 11 questions answerable by checking the appropriate answer of the 5 choices; where 5 stands for Strongly Agree, 4- Agree, 3- Neither Agree nor Disagree, 2- Disagree and 1 Strongly Disagree.

ILIGAN MEDICAL CENTER COLLEGE SURVEY QUESTIONS ASSESSMENT ON MARKETING STRATEGY USED BY THE ILIGAN MEDICAL CENTER COLLEGE Name: ________________________________________ Course/Year: ___________________________________

Instruction: Check the number that best describes your answer. 5- Strongly Agree 2- Disagree 4- Agree 1- Strongly Disagree 3- Neither Agree nor Disagree

I.

Scholarship Program

Kapagintaw Varsity Student Assistant

II. Information Technology Infrastructure Cybershack Computer Laboratories Wi-Fi Access

III.

School Facilities Library Audio Visual Room (AVR) Review Center Auditorium H.R.M Mini Hotel

ILIGAN MEDICAL CENTER COLLEGE ASSESSMENT ON MARKETING STRATEGY USED BY THE ILIGAN MEDICAL CENTER COLLEGE

SURVEY RESULTS INTERPRETATION

5 - Strongly Agree 4 Agree Scholarship Program Strongly Agree Agree 3 Neither Agree nor Disagree 2 - Disagree Neither Agree or Disagree Disagree Strongly Disagree 1 Strongly Disagree

Mean

Interpreta tion

KAPAGINTAW

25

19

4.32

Agree

21

17

4.1

Agree

VARSITY
27 STUDENT ASSISTANT 14 7 2 0 4.32 Agree

Information Tech. Infrastructure

Strongly Agree 22

Agree

Neither Agree or Disagree 13

Disagree

Strongly Disagree

Mean

Interpretation

3.82 or 4

Agree

Cybershack 18 Computer Lab. 22 Wi-Fi Access 6 9 4 9 3.56 or 4 Agree 15 10 3 4 3.8 or 4 Agree

School Facilities

Strongly Agree

Agree

Neither Agree or Disagree 3

Disagree

Strongly Disagree

Mean

Interpret ation

26 Library Audio Visual Room (AVR) 22

15

4.14

Agree

17

4.08

Agree

26 Review Center 30 Auditorium

16

4.26

Agree

4.22

Agree

Survey Interpretation Formula: In getting the mean, the formula is M= 5(x)+4(x)+3(x)+2(x)+1(x) 50 Where: M= mean X= no. of votes 50= no. respondents [5, 4, 3, 2, 1]= No. of Choices (Strongly Agree, Agree, Neither Agree or Disagree, Disagree, Strongly Agree). Example: KAPAGINTAW M= 5(25)+4(19)+3(4)+2(1)+1(1) 50 = 125+76+12+2+1 50 = 216 50 M= 4.32 AGREE

Interpretation and Analysis

This chapter presents analyzes and interprets the gathered data. The Table 1 shows that the scholarship program of Iligan Medical Center College has a positive effect or is agreeable to all students. This means that the scholarship program offered by the school is a lot helpful to the students especially the deserving one.

Table 2 shows that the Information Technology Infrastructure is likeable and agree by the students since this could be a big help to their part when it comes to their research activities.

Table 3 shows that the school facilities provide convenience ad conducive learning to all the students.

KAPAGINTAW CBA CED CCS CRT CMT COC CONMHA CHRM/T CASS TOTAL

5 8

4 2

3 2 1 0 0 0 0 0 0 1 1 0 0 0 0 2 0 0 1 0 1 0 0 0 0 0 0 0 0 0

VARSITY CBA CED CCS CRT CMT COC CONMHA CHRM/T CASS TOTAL

3 2 1 2 0 0 0 1 0 0 1 0 2 0 0 1 0 0 1 0 1 1 0 0 1 0 0 1 0 0

7 1 3 1 0 4 1 3 0 2 1 3

2 3 1 2 2 0 0 3 3 3

3 2 5 0 4 1

2 2 3 1 2 21 2

25 19 4 1 1

17 9 2 1

S. A. CBA CED CCS CRT CMT COC CONMHA CHRM/T CASS TOTAL

5 8

4 2

3 2 1 0 0 0 0 1 0 0 1 0 2 0 0 1 0 0 2 0 1 0 0 0 2 0 0 0 0 0

CYBERSHACK CBA CED CCS CRT CMT COC CONMHA CHRM/T CASS TOTAL

3 2 1 3 0 0 0 1 0 1 0 1 0 0 0 1 1 0 3 0 1 2 1 1 2 0 1 1 0 0

5 2 2 2 2 1 4 3 0 1 0 1

2 2 3 1 1 3 0 2 1 3

5 0 2 1 3 2

1 0 2 0 3 1

22 8 13 3 4

22 8 13 3 4

WIFI CBA CED CCS CRT CMT COC CONMHA CHRM/T CASS TOTAL

3 2 1 2 3 2

COMP.LAB CBA CED CCS CRT CMT COC CONMHA CHRM/T CASS TOTAL

5 4

4 5

3 2 1 1 0 0 2 1 0 0 0 1 0 0 0 1 1 0 0 0 2 3 0 0 2 1 0 1 0 1

3 0

2 1 0 0 2 2 1 5 5 0 0 0 4 1 0 1 0 0 0 0 0 0 1 0 0 1 0 3 4 1 0 0 0 1 9 4 9

0 2 2 2 3 3 0 2 0 3

1 0 0 0 4 0

2 0 1 1 3 0

22 6

18 15 10 3

LIBRARY CBA CED CCS CRT CMT COC CONMHA CHRM/T CASS TOTAL

5 5

4 4

3 2 1 1 0 0 0 1 0 0 1 1 0 0 0 1 0 0 0 0 2 0 0 0 1 0 1 0 0 0

H.RM MINI HOTEL CBA CED CCS CRT CMT COC CONMHA CHRM/T CASS TOTAL

5 4

4 1

3 2 1 4 1 0 1 0 0 0 2 0 0 0 0 2 0 0 2 0 0 2 1 0 2 0 0 0 0 0 0

2 2 2 1 5 3 1 0 1 2

1 3 0 3 4 0 2 1 3 1

2 3 2 1 4 1

1 1 2 1 4 1

26 15 3 2 4

18 15 13 4

AVR

3 2 1

CBA CED CCS CRT CMT COC CONMHA CHRM/T CASS TOTAL

5 2 0 5 0 1 2 2 5

5 1 2 0 4 2 2 1 0

0 0 0 1 1 0 2 0 1 0 0 0 1 0 0 1 0 1 1 0 0 1 0 1 0 0 0

22 17 7 1 3

Summary/Conclusion
In assessing the marketing strategy of Iligan Medical Center College which is categorized into three (3); Scholarship Program, Information Technology Infrastructure and School Facilities is effective in a way that the result shows positive response. Therefore, we conclude that the said strategies satisfy the students.

Recommendation
This study has observed that the Information Technology Infrastructure especially the Wi-fi Acces is somewhat agreeable but got the lowest rate. Therefore the Iligan Medical Center College should focus on their weakness for the betterment and improvement of the school.