Philippine E-Journals

The Link between Promotional Tools and the Increased Enrolees of SBMA in Letran Calamba

Jossana Arcee V. Lago | Karen F. Estepa | Reesa Giselle M. Yaptinchay

Discipline: Marketing

 

Abstract:

This study aimed to determine the relationship between the promotional tools used by Letran Calamba and the increase of enrolees in the School of Business, Management, and Accountancy (SBMA).

It used descriptive research design to analyze the degree of effectiveness of each promotional tool and its relation to the increase of enrolees in the specified school of the Colegio. The respondents of the study included 472 freshmen students from BSHRM, BSA, BSTM, BSBAMKM during the AY 2009-2010.

This study made use of structured questionnaire consisting of six questions to determine the awareness of the respondents on the effectiveness of each promotional tool of the Colegio. The gathered results revealed the relationship between the promotional tools used and the increase in enrolment in the said school.

It was found out that the respondents have the highest degree of awareness on the brochures used; thus, it means that brochure was the most effective among the promotional tools used by the Colegio. In addition, it was also found out that most of the respondents saw the promotional tools near the school. It was, therefore, concluded that there is a significant link between Letran Calamba’s promotional tools and the increase in SBMA’s enrolment.