Home⇛Psychology and Education: A Multidisciplinary Journal⇛vol. 50 no. 4 (2025)

A Descriptive Study of Strategic Communication for HEI Internationalization in Region III, Philippines

Mary Ann Carranza

Discipline: Education

 

Abstract:

This study examined how strategic communication and regional branding drive internationalization among 11 Higher Education Institutions (HEIs) in Region III, Philippines. Using a descriptive-quantitative design and a structured questionnaire administered to institutional leaders, the research profiled institutional characteristics and measured brand awareness, identification, architecture, organizational commitment, and internationalization practices. Findings indicate a pronounced internal brand identity and strong community loyalty, but limited external projection: HEIs reported neutral or low performance in strategic alliances, consultancy services, and the formal inclusion of internationalization within their mission and strategic plans. Programs prioritized for international outreach are predominantly Level III accredited and concentrated in Business Administration, Information Technology, and Hospitality Management, providing a credible foundation for regional promotion. Based on these results, the study proposes a centralized regional brand, "Region III: A Hub for Globally Competitive and Accredited Professional Education, to unify messaging and coordinate marketing. Recommendations urge CHED Region III to lead the initiative and advise HEIs to formalize internationalization in institutional documents, strengthen dedicated administrative units, invest in capacity-building, and implement monitoring and assessment frameworks. Prioritized short-, medium-, and long-term actions are outlined, and future mixed-methods research is recommended to contextualize implementation barriers and measure impact. These steps significantly strengthen regional competitiveness and international competitiveness.



References:

  1. Altbach, P. G., & Knight, J. (2007). The Internationalization of Higher Education: Motivations and Realities. Journal of Studies in International Education, 11(3-4), 290–305. https://doi.org/10.1177/1028315307303542
  2. Amani, D. (2022). Internal branding and students’ behavioral intention to become active members of university alumni associations: the role of students’ sense of belonging in Tanzania. Cogent Social Sciences, 8(1). https://doi.org/10.1080/23311886.2021.1997171
  3. Annala, J. (2022). What knowledge counts—boundaries of knowledge in cross-institutional curricula in higher education. Higher Education. https://doi.org/10.1007/s10734-022-00891-z
  4. Antena. (2021). Communicating the uniqueness of HEIs is essential in international brand positioning [Web page]. Antena-Project.eu. https://www.antena-project.eu/news/communicating-heis-uniqueness-must-international-brand-positioning
  5. Brzaković, A., Brzaković, T., Karabašević, D., Popović, G., & Činčikaitė, R. (2022). The Interface between the Brand of Higher Education and the Influencing Factors. Sustainability, 14(10), 6151. https://doi.org/10.3390/su14106151
  6. Commission on Higher Education. (2016). Policy framework and strategies on the internationalization of Philippine higher education (CMO No. 55, s. 2016) [Memorandum order]. https://ched.gov.ph/wp-content/uploads/2017/10/CMO-55-s.-2016.pdf  
  7. Compagnucci, L., & Spigarelli, F. (2020). The Third Mission of the university: A systematic literature review on potentials and constraints. Technological Forecasting and Social Change, 161(161), 120284. https://doi.org/10.1016/j.techfore.2020.120284
  8. De Wit, H. (2020). Internationalization of Higher Education. Journal of International Students, 10(1), i–iv. https://doi.org/10.32674/jis.v10i1.1893
  9. Ferraris, A., Degbey, W. Y., Singh, S. K., Bresciani, S., Castellano, S., Fiano, F., & Couturier, J. (2021). Microfoundations of Strategic Agility in Emerging Markets: Empirical Evidence of Italian MNEs in India. Journal of World Business, 57(2), 101272. https://doi.org/10.1016/j.jwb.2021.101272
  10. Gallos, B., De, A., Migallos, K., De, L., Salle, U., Manila, P., Jose, C., Parina, & Tantoco, N. (2022). Profiling the “internationality” of state universities and colleges in Region 1 of the Philippines [Conference paper]. https://papers.iafor.org/wp-content/uploads/papers/bamc2022/BAMC2022_65587.pdf
  11. Hanv, X., Goxe, F., & Freeman, S. (2024). Internationalization through social networks: A systematic review and future research agenda. International Business Review, 33(4), 102292–102292. https://doi.org/10.1016/j.ibusrev.2024.102292
  12. Jantassova, D., Churchill, D., Kozhanbergenova, A., & Shebalina, O. (2021). Capacity Building for Internationalization at a Technical University in Kazakhstan. Education Sciences, 11(11), 735. https://doi.org/10.3390/educsci11110735
  13. Jibeen, T., & Khan, M. A. (2015). Internationalization of higher education: Potential benefits and costs. International Journal of Evaluation and Research in Education (IJERE), 4(4), 196–199. https://doi.org/10.11591/ijere.v4i4.4511
  14. Jiménez, A., Arrieta, Y., Núñez, M. A., & Villanueva, E. (2024). Management of Strategic Risks for the Sustainability of SMEs in the Manufacturing Sector in Antioquia. Sustainability, 16(5), 2094. https://doi.org/10.3390/su16052094
  15. Kruk, M. E., Gage, A. D., Arsenault, C., Jordan, K., Leslie, H. H., Roder-DeWan, S., Adeyi, O., Barker, P., Daelmans, B., Doubova, S. V., English, M., Elorrio, E. G., Guanais, F., Gureje, O., Hirschhorn, L. R., Jiang, L., Kelley, E., Lemango, E. T., Liljestrand, J., & Malata, A. (2018). High-quality Health Systems in the Sustainable Development Goals era: Time for a Revolution. The Lancet Global Health, 6(11), e1196–e1252. https://www.thelancet.com/journals/langlo/article/PIIS2214-109X(18)30386-3/fulltext
  16. Palumbo, R., Manesh, M. F., Pellegrini, M. M., & Flamini, G. (2020). Exploiting Inter-Organizational Relationships in Health Care: A Bibliometric Analysis and Literature Review. Administrative Sciences, 10(3), 57. https://doi.org/10.3390/admsci10030057
  17. Reynita, S., Zulaikha, S., & Rahmawati, D. (2025). Strategic planning and visionary leadership in improving the quality of education: A literature review [Conference paper]. The Fourth International Conference on Government Education Management and Tourism, 4, 050–050. https://conference.loupiasconference.org/index.php/ICoGEMT-4/article/view/590
  18. Stoica, D., Patriche, C.-C., David, S., Beldiman, C. M., & Dragomir Bălănică, C. M. (2025). Knowledge-driven reputation management in higher education institutions. Journal of Innovation & Knowledge, 10(6), 100811. https://doi.org/10.1016/j.jik.2025.100811
  19. Suárez-Herrera, J. C., Abeldaño Zúñiga, R. A., & Díaz-Castro, L. (2024). Strategic Alliances in Global Health: Innovative Perspectives in the Era of Sustainable Development. Healthcare, 12(12), 1198. https://doi.org/10.3390/healthcare12121198
  20. Varas-Fuente, O. J., Arguedas-Sanz, R., & Rodrigo-Moya, B. (2022). Analysis of the Influence of the Moment the Internationalization Process Begins on the Internationalization Intensity of Family and Nonfamily Businesses: An Approach Using a Tobit Model. Administrative Sciences, 12(4), 133. https://doi.org/10.3390/admsci1204013

Tools


Copyright © 2026  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic