000 07402nam a2201225Ia 4500
000 05555ntm a2200229 i 4500
001 70945
003 0
005 20250921111103.0
008 180210n 000 0 eng d
010 _z
_z
_o
_a
_b
015 _22
_a
016 _2
_2
_a
_z
020 _e
_e
_a
_b
_z
_c
_q
_x
022 _y
_y
_l
_a2
024 _2
_2
_d
_c
_a
_q
028 _a
_a
_b
029 _a
_a
_b
032 _a
_a
_b
035 _a
_a
_b
_z
_c
_q
037 _n
_n
_c
_a
_b
040 _e
_erda
_a
_d
_b
_c
041 _e
_e
_a
_b
_g
_h
_r
043 _a
_a
_b
045 _b
_b
_a
050 _a
_a
_d
_b2
_c0
051 _c
_c
_a
_b
055 _a
_a
_b
060 _a
_a
_b
070 _a
_a
_b
072 _2
_2
_d
_a
_x
082 _a
_a
_d
_b2
_c
084 _2
_2
_a
086 _2
_2
_a
090 _a
_a
_m
_b
_q
092 _f
_f
_a
_b
096 _a
_a
_b
097 _a
_a
_b
100 _e
_e
_aLim, Christopher C.
_d
_b4
_u
_c0
_q16
110 _e
_e
_a
_d
_b
_n
_c
_k
111 _a
_a
_d
_b
_n
_c
130 _s
_s
_a
_p
_f
_l
_k
210 _a
_a
_b
222 _a
_a
_b
240 _s
_s
_a
_m
_g
_n
_f
_l
_o
_p
_k
245 0 _a
_aImpact of the marketing communication strategies of NYK-TDG Maritime Academy in recruiting freshman cadets /
_d
_b
_n
_cChristopher C. Lim.
_h6
_p
246 _a
_a
_b
_n
_i
_f6
_p
249 _i
_i
_a
250 _6
_6
_a
_b
260 _e
_e
_a
_b
_f
_c
_g
264 _3
_3
_a
_d
_b
_c46
300 _e
_e
_c28 cm.
_axv, 123 pages
_b
310 _a
_a
_b
321 _a
_a
_b
336 _b
_atext
_2rdacontent
337 _3
_30
_b
_aunmediated
_2rdamedia
338 _3
_30
_b
_avolume
_2rdacarrier
340 _2
_20
_g
_n
344 _2
_2
_a0
_b
347 _2
_2
_a0
362 _a
_a
_b
385 _m
_m
_a2
410 _t
_t
_b
_a
_v
440 _p
_p
_a
_x
_v
490 _a
_a
_x
_v
500 _a
_aThesis (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.
_d
_b
_c56
504 _a
_a
_x
505 _a
_a
_b
_t
_g
_r
506 _a
_a5
510 _a
_a
_x
520 _b
_b
_c
_aABSTRACT: 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.
_u
521 _a
_a
_b
533 _e
_e
_a
_d
_b
_n
_c
540 _c
_c
_a5
542 _g
_g
_f
546 _a
_a
_b
583 _5
_5
_k
_c
_a
_b
590 _a
_a
_b
600 _b
_b
_v
_t
_c2
_q
_a
_x0
_z
_d
_y
610 _b
_b
_v
_t2
_x
_a
_k0
_p
_z
_d6
_y
611 _a
_a
_d
_n2
_c0
_v
630 _x
_x
_a
_d
_p20
_v
648 _2
_2
_a
650 _x
_x
_a
_d
_b
_z
_y20
_v
651 _x
_x
_a
_y20
_v
_z
655 _0
_0
_a
_y2
_z
700 _i
_i
_t
_c
_b
_s1
_q
_f
_k40
_p
_d
_e
_a
_l
_n6
710 _b
_b
_t
_c
_e
_f
_k40
_p
_d5
_l
_n6
_a
711 _a
_a
_d
_b
_n
_t
_c
730 _s
_s
_a
_d
_n
_p
_f
_l
_k
740 _e
_e
_a
_d
_b
_n
_c6
753 _c
_c
_a
767 _t
_t
_w
770 _t
_t
_w
_x
773 _a
_a
_d
_g
_m
_t
_b
_v
_i
_p
775 _t
_t
_w
_x
776 _s
_s
_a
_d
_b
_z
_i
_t
_x
_h
_c
_w
780 _x
_x
_a
_g
_t
_w
785 _t
_t
_w
_a
_x
787 _x
_x
_d
_g
_i
_t
_w
800 _a
_a
_d
_l
_f
_t0
_q
_v
810 _a
_a
_b
_f
_t
_q
_v
830 _x
_x
_a
_p
_n
_l0
_v
942 _a
_alcc
_cBK
999 _c32093
_d32093