Published date:Jun 04 2018

Journal Title: KnE Social Sciences

Issue title: 4th International Research Conference on Higher Education

Pages:731–742

DOI: 10.18502/kss.v3i6.2416

J Mercadojmercado@pup.edu.ph

M A V Mercado

Higher Education Institutions in the Philippines, just as any business institutions, conduct marketing activities to ensure the thriving admission and retention of students. This paper ascertained the effectiveness of the marketing activities used by selected HEIs in the National Capital Region through the “Four P’s of Marketing”. Results of the study can be used as references by HEIs in updating their marketing activities.

Keywords: Marketing Activities, Four Ps of Marketing, Higher Education Institution

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