Philippine E-Journals

The Research and Publications Management Office of Miriam College in coordination with the High School Testing and Research Office conducted a market research survey to determine what high school students expect from a tertiary degree. It is in this way that the criteria high school students are using for selecting their programs and selecting their schools will be better understood. Likewise, marketing the programs and colleges can be based on these research findings and hopefully these strategies will be more effective.

A total of 568 students representing the Miriam College High School (MCHS) fourth year students enrolled in school years 1999-2000 and 2004- 2005 participated in the survey. The survey intends to a) determine in which colleges or universities MCHS students were able to pass the entrance exam; b) specify the colleges or universities which these students intend to enroll in and what courses they intend to take; and c) identify the reasons why students chose these courses and colleges/universities. After the survey was conducted, the frequencies and percentage distributions were obtained.

Significant findings are revealed in this study. A large number of MCH School graduating students made it to the leading colleges and universities, with University of Sto. Tomas having the highest acceptance rate followed by Ateneo de Manila University, University of the Philippines, De La Salle University, University of Asia and the Pacific, and Miriam College (MC). Likewise, they also intend to study in these colleges and universities. The reasons given were: high quality and standard of education, school curriculum specializes in the course of their choice, has established a prestigious reputation in their chosen field and future job placement, has affordable tuition fee, and the school’s proximity and accessibility. These students intend to enroll in the program areas of Arts and Letters, Commerce/Business Administration, Social Sciences, and Medical Sciences. These findings indicate that the MCHS fourth year students already know where they want to study and what they want to take in college.

Factors considered for their choice of course are: a) personal interest with the desire to enhance and develop their skills and talents and fulfill their dreams and ambitions; b) parents/relatives opinion; and; c) course characteristics and scope specifically, if the course is leading to another field of interest. Hence, as they envisioned themselves to be successful in their chosen field, it is worth noting that the career plans of the MCHS fourth year students is geared not only towards their personal interest but also towards the welfare and interest of others.

Hence, in the light of the results, the MCHS fourth year students of school years 1999-2000 and 2004-2005 have a clear criteria in selecting their schools and course programs appropriate to their career plans. Having identified these criteria, much is now left in the hands of a school’s planning and marketing arm to: a) develop new strategies for expansion i.e. course offerings and course development; b) sustain viability in the marketplace; and c) conduct feedback surveys from parents and alumni on career opportunities and students’ experiences.