Philippine E-Journals

FACTORS INFLUENCING SELECTED STUDENTS TO ENROLL BSBA MARKETING MANAGEMENT AT LIPA CITY COLLEGES

JOANNE LAURYN COMIA | RONA DAIZE DELA ROCA | DIANALIZA DIMACULANGAN | GEO LIBREA | RHICA MENDOZA | ALLESSA MARIE TELUZ | ADRIENNE LEIGH ZUNO

 

Abstract:

This study aims to find out the factors why students choose Marketing course, measure student’s evaluation and attitudes toward this course, and find out the factors that influence the student to choose Lipa City Colleges to enroll this course. This study can provide information to educators about student’s evaluation, attitudes, and expectation about the BSBA Marketing Management and Lipa City Colleges so they can develop the appropriate action plan to attract students The findings of this study can help the administration, students, and department of the institution. This study has 7 variables that were assumed to be the influencing factors. These factors are: Accessibility, Personal Choice, Popularity of the School, Friends Influence, Job Opportunity, Parents Influence, and Scholarship Programs. The theoretical framework was based on the questionnaires and respondents from third year and fourth year students of BSBA Marketing Management. The data was distributed to 50 respondents of third year and fourth year students of BSBA Marketing Management these were analyzed and tallied equally with relevant analysis such as frequency analysis and correlation analysis. Two hypotheses were developed to study the success indicators. Findings show the average age, gender and family income of the respondents from the third year and fourth year BSBA Marketing Management students. The respondents agreed that the scholarship programs influence them more while the friends influence is the least. The study reveals that there are factors that influence students to enroll in different schools and choosing their career paths.