Philippine E-Journals

The Cause Marketing Program of a Private Higher Education Institution

May B Osano

 

Abstract:

The Cause Marketing Program of University is in response to two objectives of the University stated in its Strategic Plan which are to form an empowered, innovative, responsive, and sustainable organization; and generate stakeholder support for University advocacies. This study was designed to measure the level of awareness of primary stakeholders (students, personnel, kiosk owners/managers) of University Alpha on its cause-related activities; their commitment to cause marketing; and to design a proposed cause marketing program. The design of the Cause Marketing Program involves University Alpha and the kiosks as business partners engaging in a transactional cause marketing program. Interview with the key informants and survey were used to gather primary data. Respondents were randomly stratified and requested to answer a researcher-made questionnaire that was validated and reliability tested to measure their awareness on the cause-related activities of the University and their commitment to the Cause Marketing Program. Data were processed using statistical tools for descriptive research. The study found out that the adoption of the Cause Marketing program is doable. The stakeholders are moderately aware of the cause-related activities of the cause-related activities of the University which can increase the congruence between the University, its causes and customers who buy from kiosks thereby increasing purchase decision. As to the commitment to Cause Marketing Program, the students, personnel and kiosk owners would support the program and ranked scholarship as the advocacy that almost everybody would primarily support.