This paper studies the marketing strategy antecedents of the performance of higher education institutions in the Philippines in the light of the crisis brought about by the K-12 Curriculum. Antecedents include Market Focus, Market Expansion, Program Offerings, Program Differentiation, Cost Leadership in Tuition, Place/Location Expansion, Advertising, Sales Promotions, Events & Experiences, Public Relations, Direct & Interactive Marketing, Word-of-Mouth, Personal Selling, and Attack Competition. It made use of descriptive - correlational research design, which covered ninety-four HEIs covering School Year (SY) 2015-2016. Factor analysis with varimax rotation, Cronbach's alpha coefficient, independent t-tests (for normally-distributed data) or Mann-Whitney U tests (for non-normally distributed data), Pearson r (for normally-distributed data) or Spearman rho tests (for non-normally distributed data) were also used. Four components determined were mass communication strategies, differentiation strategies, personal communication strategies, and target market strategies. Compared to school year 2014-2015, HEIs performed favorably in changes in revenue, profits, assets/investment, and enrollment in school year 2015-2016. Compared to public HEIs, private institutions' marketing strategies were found to be significantly different in market focus, market expansion, cost leadership in tuition, sales promotion, event and experiences, public relations, direct marketing, and attack competition. Significant correlations were found to be positively moderate between place/location expansion strategy and profit performance; between place/location expansion, word-of-mouth attack competition strategies and asset/investment performance. A negatively moderate correlation was found between cost leadership in tuition strategy and revenue performance; between direct marketing strategy and enrollment performance.
Jesus Panlilio, Holy Angel University, The Philippines
Stream: Higher education
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