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_aCalinisan, Rolena de Ramos.
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_aDeveloping an integrated marketing communication program for the Graduate School of Arts, Sciences, and Education /
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_cRolena de Ramos Calinisan.
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_c28 cm.
_a107 pages
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_aunmediated
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_aThesis (M.A.) -- Pamantasan ng Lungsod ng Maynila, 2006.;A thesis presented to the Graduate School of Arts and Sciences and Education, in partial fulfillment of the requirements for the degree in Master of Arts in Communication Management.
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_aABSTRACT: The importance of developing an Integrated Marketing Communication (IMC) plan for the Graduate School of Arts, Sciences, and Education (GSASE) was the quintessence of this study. Using the descriptive-survey design, this study assessed four dimensions-human resources, tangible resources, fee structure and corporate personality and identity. A total of 137 respondents composed of the GSASE faculty, staff, and students during the second semester of SY 2005-2006 participated in the study. Data collection was done using the survey research approach. The ANOVA independent sample test, standard deviation, ranking, and the percentage method were calculated on the research data. Research findings revealed that there is no significant difference in the assessment of the present status of GSASE by the respondents. The human resources dimension is GSASE's most positive factor while the remaining dimensions need to be significantly improved. The proposed marketing communication mix resulting from this study is complemented by direct marketing response, events marketing, sales promotion, public relations, and advertising.
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