All roads lead to the tytana way: proposed marketing plan for the manila tytana colleges / Jhoanna Marie M. Callanta, Nathalia C. Mangubat, Arturo C. Pulga Jr., Ishaq P. Usman.

Thesis (M.A)--Pamantasan ng Lungsod ng Maynila, 2022.

A strategic management paper presented to the Faculty of the Business School in partial fulfillment of the requirements for the course MBA 624-2B: Marketing Management in the degree Master in Business Administration.

This plan covers the five-year marketing plan of Manila Tytana Colleges (also
known as Tytana) for the academic years (AY) 2023-2024, 2024-2025, and 2025-2026
and extendabie up to five years unti AY 2027-2028. The brand Tytana carries its main
principle that "ur marketing strategies are anchored on a strong academe-industry
partnership framework guided by the principles that everybody is an endorser and that
all marketing initiatives should be invested in personal touch and relationship."

Following the main principle, that initiatives should be invested in the personal
touch and reiationship, the Marketing and Pubiic Relations Office foiiows the "hunting
and farming" marketing strategy. The main distinction between the hunter and farmer
sales personas is what each spends their time doing. Farmers cultivate existing
relationships with clients and seek opportunities within existing accounts, while hunters
are constantly prospecting and seeking opportunities with new, unfamiliar leads (Cates,
2021).

The marketing plan opened by introducing the company Tytana. The humble
beginning and inspiring narrative on how the College has grown into its current status
was disCussed in the short history. Vision, mission, objectives, core values, academic
offerings, and management provide information on how quality education is being
delivered in Tytana. A SWOT analysis manifested the different strengths, weaknesses,
opportunities, and threats to Tytana.

A market segmentation provides an idea about who Tytana caters for its
clientele. The geographic segmentation characterizes the seven identified target areas
surrounding Pasay City. Other areas may be included to broaden the market for the
College. in terms of demographic profile, senior high school graduates ready to take
college are automatic targets. The behavorial profile of the prospect students is also
taken into account. Based on their psychographic profile, the children of Metrobrank
Group employees are also included as target students. Target schools and competitors
were also mentioned.

Tytana positions itself as the only educational arm of the Metrobank Group of
Companies by providing seamless integration from senior high schooi to college
through Academe-Industry Partnership.

Fifteen marketing strategies were proposed to address school enrollment and
marketing issues and concerns. The virtuai career orientation and the teiemarketing
strategies are two of the main hunting strategies that the office is continuously folowing.
whereas offering free services such as webinars and giving incentives are the main
farming strategies. Other innovative, out-of-the-box, and user-generated strategieslike
film co-production, campus shop, and vlogging contests were also proposed evoking a
vibrant ideation environment in Tytana.

In terms of financials, the proposed marketing strategies totalled to P981,200.00
or 4.95% of the projected total revenue for Tytana.