CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter presents the Marketing Strategies: New

Consideration for Target Marketing in Enrollment Management of Senior High

School in St. Augustine School of Nursing Lipa Campus. It covers the different

information from studies and concepts gathered from difference references with

regard to the target market in enrollment management.

CONCEPTUAL LITERATURE
Market Segmentation, also known as Target Marketing, pursues long-term
relationship with profitable customers. It can be a starting point of relations
management to understand and measure the value of customers since marketing
management as a whole is to be deployed toward the targeted customers and
profitable customers, to foster customers’ full profit potential. The more a
marketing paradigm evolves, the more long-term relationship with costumers
gains its importance. The term Market Segmentation refers to the aggregating of
prospective buyers into groups (segments) that have common needs and will
respond similarly to a marketing to action. Market segmentation also
enables companies to target different categories of consumers who perceive the
full value of certain products and services that vary from one another. Dividing a
market into smaller groups of buyers who have distinct needs, characteristics or
behavior and who might require separate products or marketing mixes.
Education scholars have taken notice, both decrying such developments
and studying its emerging characteristics. Perceived service quality in higher
education and its antecedents have been one of the significant issues worldwide.
Despite being studied over decades, service quality remains a crucial area of
research due to its dynamic and contextual nature, among other reasons. The
current research incorporated relevant theories and concepts from both
marketing and higher education literature and employed in-depth interviews.
Research finding can guide education managers and academicians to consider
students’ service role as an integral dimension of service quality and find new
ways to improve it. The growing competitive environment in which Higher
Education Institutions are immersed has caused them to be constantly focused
on implementing new strategies that allow them to consolidate student loyalty.
In this research, a combination of both quantitative and qualitative approaches is
used to identify different market segments in the education industry.
Marketing students are being educated in an era of digital disruption (Crittenden
& Peterson, 2019), and marketing educators who tend to be heavily invested in
old pedagogical content and methods must now utilize and deliver an
educational experience that incorporates digital technologies seamlessly.
In the world of social media marketing, colleges and universities can
benefit from enhanced understanding of how prospective students use social
media due to the ever-evolving nature of social media use, there are gaps in the
current research regarding how students use social media to aid in there
matriculation decision-making. This paper attempts to cover the missing
elements of previous literature and its traditional research techniques. The
authors propose a new conceptual basis for predicting when and why consumers
much others’ consumption choices. The conceptual framework offers additional
paths for future research.
RESEARCH LITERATURE
In the July 2019 issue of Strategic Enrollment Management of Quarterly,
we authored an article titled “Developing the Two-Way Practitioner Researcher
Loop for Enrollment Management.” In this article, we asserted that enrollment
management officers should continue their efforts to use empirical research
findings to guide their professional practice as it prevents enrollment
management officers from “shooting from the hip” or trial-and-error forms of
professional action. We pointed out that EM officers depend on the work of the
research community of EM (e.g. faculty members affiliated with raduate
programs in higher education, doctoral students engaged in dissertation
research, institutional research officers, and researchers associated with the
American College Testing Program, the College Board, the Educational Testing
Service, and the National Student Clearinghouse Research Center) for reseach
findings useful to practice. Such a dependency requires a two-way practitioner-
research community and a loop from the research community back to
practitioners. The loop from practitioner to the research community depends on
a practitioner-generated research agenda, whereas the loop from research
community practitioners depends on the research community to disseminate the
findings of their research on topics of a practitioner-generated research agenda
to practitioner of enrollment management. In our SEMQ Article, we described
the particulars of the development of the both loops.
We wrote “Developing the Two-way Practitioner-Researcher Loop for
Enrollment Management” because we believe that research findings can be
useful to provide policy and practice. However, we also recognize that the
interests of faculty members and the gaps in the literature drives academic
research and scholarship. Consequently, both enrollment managers and
research-oriented faculty share a commitment toward making research and
scholarship useful to practice, we see a need for the two-way loop we describe
in our SEMQ Article, and we encourage readers of Connect to read it.

SYNTHESIS
According to Ella (2012), the ideas and concept where the students will
check their schedule, view subjects and teachers and set desired changes and pay
online. While Gaton (2012), the system allows student to choose courses they
want to take with the available class schedules. This allows students to make up
their time schedules for different class courses without time schedule conflicts.
After the allotted enrollment period, the system runs and assigns slots to
students. Both concepts and ideas does not cover the researchers system in
terms of online payments or computation of student’s grades, class scheduling,
and assessment of fees.
 CHAPTER III

RESEARCH METHODOLOGY

This chapter discussed the methods that have been used in data

collection and in the analysis of data to answer the research questions of this

study. It explains the research design that have been used as well as the

sampling method used to able to analyze and understand the data that have

been collected by the researchers.

Research Design

The function of a research design is to ensure that requisite data in

accordance with the problem at hand is collected accurately and economically.

Simply stated, it is the framework; blueprint for the research design, depending

upon the needs of the researchers may be a very details statement or only

furnish the minimum information required for planning the research project.

In connection, quantitative type of research is used by the researchers.

Quantitative method emphasizes objective measurements and the statistical,

mathematical, or numerical analysis of data collected through questionnaires and

surveys, or by manipulating pre-existing statistical data using computational

techniques.

Subject of the Study

Subjects are the person investigated in the study. The researchers used

Slovin’s formula to get the sample size and simple random sampling to select the
respondents from the total population. Simple random is a type of probability

sampling in which individuals from the population chosen in such a way that

every set of individuals has an equal chance to be selected (Wema, 2015).

Description of the Research Instrument

Survey. The researcher will conduct a survey to gather data and fulfilling

regulatory requirements of the data needed.

Data Gathering Procedures

To gather necessary data in this study, the researchers followed the succeeding

procedures. First, the researchers seek permission from those respective

concerns to settle everything without disturbing any class. The researchers will

conduct survey to know the existing marketing strategies in St. Augustine, the

extent of relationship between strategic planning implemented and the enrollment

growth and the overall challenges being face by these marketing stategies.The

researchers used statistical analysis to determine the result of data gathered.

After which, the data must be analyzed by the researchers for the process

of seeking the possible findings. The data collected will used to know the

possible intervention must be applied for the effectiveness of this study.

Statistical Treatment Applied

To analyze and interpret the data that were gathered, the researchers

used the following statistical treatment in this study.

Percentage. This describe the statistical formula was used to describe the profile

of the respondents.

Ranking. It was used to determine the majority of the answers done by the

respondents it measured which among the items that the highest mean to the

lowest mean score.

Administration. The researchers sent first a letter of request to the principal and

teacher for the conduct of survey to their students. Upon approval,

questionnaires were distributed to the respondents. After accomplishing the

survey questionnaires, these were collected and tallied, and the results were

evaluated to answer the posted question of the problems.