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Lim, Christopher C. |
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| 245 #0 - TITLE STATEMENT |
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Impact of the marketing communication strategies of NYK-TDG Maritime Academy in recruiting freshman cadets / |
| Designation of section section/part/series: (SE) [OBSOLETE] |
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Christopher C. Lim. |
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6 |
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46 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Accompanying material |
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| Dimensions |
28 cm. |
| Extent |
xv, 123 pages |
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| 310 ## - CURRENT PUBLICATION FREQUENCY |
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text |
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rdacontent |
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unmediated |
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rdamedia |
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volume |
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| 500 ## - GENERAL NOTE |
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Thesis (M.A.) -- Pamantasan ng Lungsod ng Maynila, 2012.;A thesis presented to the faculty of the Graduate School of Arts, Sciences, and Education in partial fulfillment of the requirements for the degree of Master of Arts Communication Management. |
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56 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
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| Formatted contents note |
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| 520 ## - SUMMARY, ETC. |
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| Expansion of summary note |
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| Summary, etc. |
ABSTRACT: This study used Mixed Method design to determine the impact of the marketing communication strategies of NYK-TDG Maritime Academy (NTMA), a tertiary maritime institution in Canlubang, Calamba City, Laguna, in recruiting freshmen cadets. Specifically, this study looked into three major marketing communication strategies of NTMA in recruiting its first year cadets, namely, promotional posters, flyers, and Career Orientation Seminar (COS). To realize these, a survey was conducted among the first, second, and third year NTMA cadets enrolled for Academic Year 2011-2012 to measure the impact of the marketing communication strategies in terms of building awareness, generating interest, and influencing the decision of the cadets to enroll in NTMA. Meantime, the in-depth interview among School Administrators and personnel elicited the challenges encountered in the implementation of the marketing communication strategies as well as the corrective measures undertaken by NTMA to address such difficulties. Responses gathered from the survey were analyzed using the frequency distribution method and the weighted average mean formula. On the other hand, the data derived from the in-depth interview were summarized and tabulated. Through the said research instruments, this study was able to prove that the marketing communication strategies of NTMA have impact to the recruitment of first year cadets. Survey respondents confirmed that promotional posters, flyers and Career Orientation contain relevant information about NTMA. However, COS and flyers have more impact to cadets in terms of building awareness compared with posters. Further, the survey also confirmed that promotional posters, and COS have the ability to heighten the interest of students to enroll in NTMA because of the guaranteed employment after graduation and assured shipboard training which are being offered by NTMA. Consequently, this study had established that the promotional materials and COS significantly affect the decision of the cadets to enroll in NTMA because of guaranteed employment after graduation being offered by the Academy. With regard to challenges in the implementation of the marketing communication strategies of NTMA were mainly because of two factors namely, (1) target high schools to be visited for COS are located in far provinces and (2) cadet recruitment is being conducted within the months of July to October. As a result, NTMA is having difficulty in scheduling Career Talk in different high schools. Considering all qualitative and quantitative data gathered through the survey and in-depth interview, this study recommends the continuous use of the marketing communication strategies such as posters, flyers, and Career Orientation Seminar in recruiting freshmen cadets. However, that layout, pictures, and graphics of the promotional poster should be improved because it was found out that such factors significantly contribute to the visual appeal and impact of promotional materials. Meantime, as continuous improvement project, NTMA should establish Marketing Communication Plan. The proposed Marketing Communication Plan details action plans geared towards enhancing the marketing communication of NTMA such as utilizing social media marketing in recruiting high school students whose ages are between 14 to 16 years old; utilizing viral or word of mouth marketing in student recruitment, identifying priority areas/ high school that will be distributed with the promotional materials and/or will be visited for Career Talk; and; exploring the possibility of having collaborative projects with secondary schools where top performing students come from. This study also recommends conducting a competitor analysis to determine the strengths and weaknesses of other local maritime academies in the Philippines like PMMA and MAAP and identify opportunities and threats that would affect the academy's marketing communication strategies and recruitment process. Future researchers may also conduct a study on the effects of Pre-enrollment Medical Examination (PEME) and Student Financial Assistance Program to the decision of cadets to enroll in a maritime institution in order to have a more holistic research with regard to student recruitment. |
| Uniform Resource Identifier |
<a href=""></a> |
| 521 ## - TARGET AUDIENCE NOTE |
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| Target audience note |
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| 542 ## - INFORMATION RELATING TO COPYRIGHT STATUS |
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| Copyright date |
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| 546 ## - LANGUAGE NOTE |
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| 651 ## - SUBJECT ADDED ENTRY--GEOGRAPHIC NAME |
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| General subdivision |
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| Chronological subdivision |
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| Chronological subdivision |
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| Version |
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| Fuller form of name |
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40 |
| Name of part/section of a work |
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| Personal name |
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| Title of a work |
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| Location of meeting |
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| Form subheading |
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| Name of part/section of a work |
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| Date of meeting or treaty signing |
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| Language of a work |
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| Number of part/section/meeting |
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| Meeting name or jurisdiction name as entry element |
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| Date of meeting or treaty signing |
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| Number (BK CF MP MU SE VM MX) [OBSOLETE] |
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| Number of part/section/meeting |
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| 730 ## - ADDED ENTRY--UNIFORM TITLE |
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| Version |
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| Uniform title |
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| Date of treaty signing |
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| Number of part/section of a work |
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| Name of part/section of a work |
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| Date of a work |
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| 753 ## - SYSTEM DETAILS ACCESS TO COMPUTER FILES |
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| 773 ## - HOST ITEM ENTRY |
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| Place, publisher, and date of publication |
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| Related parts |
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| Material-specific details |
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| Title |
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| Edition |
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| -- |
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| Relationship information |
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| 775 ## - OTHER EDITION ENTRY |
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| 776 ## - ADDITIONAL PHYSICAL FORM ENTRY |
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| Main entry heading |
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| Place, publisher, and date of publication |
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| Edition |
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| International Standard Book Number |
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| Relationship information |
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| Title |
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| International Standard Serial Number |
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| Physical description |
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| Qualifying information |
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| 780 ## - PRECEDING ENTRY |
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| Main entry heading |
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| Related parts |
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| 785 ## - SUCCEEDING ENTRY |
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| Title |
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| Record control number |
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| Main entry heading |
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| International Standard Serial Number |
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| 787 ## - OTHER RELATIONSHIP ENTRY |
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| International Standard Serial Number |
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| -- |
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| Place, publisher, and date of publication |
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| Related parts |
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| Relationship information |
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| Title |
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| Record control number |
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| 800 ## - SERIES ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
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| -- |
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| Dates associated with a name |
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| Language of a work |
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| Date of a work |
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| Title of a work |
0 |
| Fuller form of name |
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| Volume/sequential designation |
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| 810 ## - SERIES ADDED ENTRY--CORPORATE NAME |
|---|
| Corporate name or jurisdiction name as entry element |
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| -- |
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| Subordinate unit |
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| Date of a work |
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| Title of a work |
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| -- |
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| Volume/sequential designation |
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| 830 ## - SERIES ADDED ENTRY--UNIFORM TITLE |
|---|
| International Standard Serial Number |
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| -- |
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| Uniform title |
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| Name of part/section of a work |
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| Number of part/section of a work |
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| Language of a work |
0 |
| Volume/sequential designation |
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| 942 ## - ADDED ENTRY ELEMENTS |
|---|
| Institution code [OBSOLETE] |
|
| -- |
lcc |
| Item type |
Book |