TREND ANALYSIS AND MARKETING STRATEGIES TO INCREASE ENROLLMENT IN BUSINESS ADMINISTRATION PROGRAMS: A MULTI METHOD STUDY

Abstract

This research analyzes the trends and marketing strategies used to enhance enrollment in the Business Administration program at Saint Michael College of Caraga (SMCC). Utilizing the Theory of Planned Behavior, the Self-Regulated Learning model, and ideas from Customer Relationship Management, the research used multiple approaches. Quantitative data were obtained via surveys distributed to existing and prospective BSBA students, with a five-year analysis of institutional and regional enrollment trends from SMCC and the Commission on Higher Education (CHED). Five marketing techniques were tested for success using descriptive and inferential statistics. These strategies were social media, print media, radio promotion, face-to-face engagement, and referral/scholarship programs. Focus group discussions and interviews provided qualitative insights into students' perspectives of SMCC's promotional initiatives. The findings show that targeted digital ads, referral incentives, and direct contact are all important factors in students' decisions about whether or not to enroll. It suggests that to keep and boost enrollment, schools should strengthen their online presence, build stronger ties with the community, and use focused marketing strategies.