BRIDGING THE GAP ON ENROLLMENT RATE THROUGH INTENSIVE AND INTEGRATED MARKETING APPROACH: BASIS FOR ENHANCED SCHOOL IMPROVEMENT PLAN (SIP)

Abstract

Most people hear the very famous phrase, “The youth are the hopes of
tomorrow.” Everybody anticipates it becoming a reality. Surely, possibilities are
great if academic leaders who lead institutions will pave the way to
opportunities for these “hopes” we call “youth.” School heads have direct
responsibility on learners’ academic success. As such, it is part of that
responsibility to make the learners interested and enroll in the school.
This study focuses on the effectiveness of I-I marketing approach on learners’
level of expectation and enrollment rate as a basis of proposed enhanced school
improvement plan (SIP). Descriptive questionnaire and interview guide
questionnaires were utilized as instruments. Qualitative and quantitative
research methods were used to collect the necessary data in analyzing the
effectiveness of intensive and integrated marketing strategies. The respondents
were purposively selected for the experimental and control groups (n=60; 25
males and 35 females). Findings from this study revealed that I-I marketing
approach was effective. Findings indicate that prior to the intervention, preassessment results of the experimental and control groups show that both
groups have the same level of expectation but after the given intervention, both
groups improved their level of expectation (t-value 8.86 > critical value 1.67; pvalue < a=0.05). Thus, the experimental group got much higher mean
percentage than the control group. Further, I-I marketing approach helped the
school improved the enrolment rate into 308% and was confirmed effective.
Focus group discussion revealed that the school provides positive environment,
quality education, and competent teachers. Thus, I-I marketing approach
encouraged learners to enroll and develop the sense of trust to the school.