HomeBENCHMARK: College of Business Research Journalvol. 2 no. 1 (2014)

EXTENT OF RETENTION AND MARKETING STRATEGIES OF AIMS AS PERCEIVED BY FIRST, SECOND AND THIRD YEAR BSHRM STUDENTS SY 2009-2012

Mark Anthony L. Abanador | Jeszairus Eriel S. Magat | Noriel V. Mendoza | Nathaniel R. Ramos | Angelo Bryan L. Tengco

 

Abstract:

Hotel and Restaurant Management (HRM) is, undoubtedly, one of the most popular career choices in the Philippines. Asian Institute of Maritime Studies (AIMS) is just one of the Higher Education Institutions (HEIs) offering Bachelor’s Degree program in HRM. Encouraging students to take up the program is one thing, keeping them in the program is another thing. This is a serious challenge, particularly with AIMS since their program is still young compared to the well established HRM programs of other HEIs. It is in such circumstance that this study was conducted to determine the extent of retention and marketing strategies of AIMS as perceived by the First, Second and Third year HRM students of Academic Year 2009 to 2012.