An Exploratory Study on the Marketing Strategies of San Isidro College Towards First Year Student
DOI:
https://doi.org/10.54536/jcbmm.v2i1.6622Keywords:
Educational Marketing, Higher Education Marketing, Marketing Strategies, Promotional Approaches, Student RecruitmentAbstract
Effective student recruitment relies on how well an institution communicates its identity and opportunities to potential enrollees. Understanding the ways first-year students become aware of what a college offers is valuable for strengthening marketing practices and ensuring meaningful connections with learners. Information was gathered from first-year students through a structured survey that experts had validated to offer a clear view of student perspectives on the strategies that shaped their awareness of the institution. The findings show that marketing strategies with strong visibility and personal engagement play a greater role in shaping student awareness and enrollment decisions. Overall, students viewed the institution’s marketing efforts as understandable and moderately effective, with clear opportunities for improvement. The results indicate that strengthening accessible, engaging, and student-centered marketing strategies can enhance the institution’s ability to reach and influence future first-year students effectively.
References
Aquino, J. F. (2024). Social Media Marketing Strategies: Implementation, Optimization, and Integration among Private Higher Education Institutions. International Journal of Multidisciplinary and Current Educational Research, 6(4), 150-177.
Bapat, G. S., & Gankar, S. S. (2019). Students recruitment strategies at higher educational institutes: A new world perspective–A review of the literature on higher education marketing. International Journal of Advance Research, Ideas and Innovations in Technology, 5(3), 1860-1864.
Camilleri, M. A. (2019). Higher education marketing: Opportunities and challenges in the digital era. Academia, 16-17, 4-28. https://doi.org/10.26220/aca.3169
Chin, D., Van Der Laan, L., & Surachartkumtonkun, J. (2022). Marketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review. Journal of Marketing for Higher Education, 1-19. https://doi.org/10.1080/08841241.2022.2149664
Cingillioglu, I., Gal, U., & Prokhorov, A. (2024). Social media marketing for student recruitment: an algorithmically sequenced literature review. Journal of Marketing for Higher Education, 34(2), 1101-1123. https://doi.org/10.1080/08841241.2023.2177789
Dag-um, I. J. P., Amparado, J. R., Diva, J. D. D., Llagas, I. A. M., Unsay, J. R. L., Sarimos, K. M. G., ... & Sumayang, J. P. (2025). A Systematic Review of Student Affairs Research in San Isidro College: Informing Holistic Student Development Programs. In: School of Education Report, 2025, e104. School of Education Research Journal, Bukidnon: San Isidro College. http://doi.org/10.5281/zenodo.15381797
De Ramos, J. R., & Briones, J. P. (2024). Marketing Practices of a Private Higher Education Institution in the Philippines. International Journal of Marketing and Digital Creative, 2(2), 16-32. https://doi.org/10.31098/ijmadic.v2i2.2381
Gordillo, L. D., Domínguez, B. M., Vega, C., De la Cruz, A., & Angeles, M. (2020). Educational Marketing as a Strategy for the Satisfaction of University Students. Journal of Educational Psychology-Propositos y Representaciones, 8(SPE1), e499. http://dx.doi.org/10.20511/pyr2020.v8nSPE1.499
Haque, R., Aziz, N., Saif, A., Qazi, S., & Senathirajah, A. (2025). Deciphering International Students’ Choices: Push-Pull Dynamics and Necessary Condition Analysis in Malaysian University Selection. International Journal of Knowledge Management, 21(1), 1-34. https://doi.org/10.4018/IJKM.372675
Hung, N. T., & Yen, K. L. (2022). Towards sustainable internationalization of higher education: Innovative marketing strategies for international student recruitment. Sustainability, 14(14), 8522. https://doi.org/10.3390/su14148522
Labausa, F. S., Pinca, J. M., & Cruda, N. E. (2023). Investigating digital marketing strategies in influencing student enrollment decisions in tertiary education. Canadian Journal of Business and Information Studies, 5(5), 119-133. https://doi.org/10.34104/cjbis.023.01190133
Martino, L., Luengo, D., & Míguez, J. (2018). Independent random sampling methods (Vol. 340). Berlin: springer.
Nuriadi, N. (2021). The effectiveness of application of marketing strategies in private higher education. AKADEMIK: Jurnal Mahasiswa Humanis, 1(3), 104-113. https://doi.org/10.37481/jmh.v1i3.460
Siedlecki, S. L. (2020). Understanding descriptive research designs and methods. Clinical Nurse Specialist, 34(1), 8-12. https://doi.org/10.1097/NUR.0000000000000493
Sintani, L., Fransisca, Y., Anjarini, A. D., & Mulyapradana, A. (2021). Identification of the effectiveness of higher education marketing strategies using social media. International Research Journal of Management, IT and Social Sciences, 9(1), 1-9. https://doi.org/10.21744/irjmis.v9n1.1994
Subbarayalu, A. V. (2022). Branding higher education institutions: Challenges and potential strategies. International Journal of Education Economics and Development, 13(1), 58-75. https://doi.org/10.1504/IJEED.2022.119335
Taja-on, E., Acal, E. J., Millalos, E. J., & Simbulan, S. (2023). Students’ Information Sources About San Isidro College: Their Implications to the School’s Management. School of Education Research Journal, 4(1), 77–84. https://doi.org/10.5281/zenodo.10435755
Tsang, J. K. L., Vedasto, G. L. V. N., Addawe, J. C., Juayong, R. A. B., & Caro, J. D. (2023). Iskowela: Designing a Student Recruitment Platform and Marketing Tool for Educational Institutions. In: Novel & Intelligent Digital Systems Conferences (pp. 321-330). Cham: Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-44146-2_34
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Dwayne Grace C. Cordero, Marjie Jean M. Buhawe, Trishia M. Ardeña, Jennifer M. Yansao, Juspher M. Quitos, Lester Kith G. Barrientos, Josen Paul B. Crampatana, Artchel Tiongco, Jiemarie D. Paderes, Evan P. Taja-on
This work is licensed under a Creative Commons Attribution 4.0 International License.
