An integrated marketing communications campaign for START: A research capacity building hub
Clicks: 1
ID: 286807
2021
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This
article has not been analysed, so there is no overall score —
reader engagement is measured and shown alongside.
Reader Engagement
0.0
/100
1 views
0 readers
AI Quality Assessment
Not analyzed
Readership in this journal
Ranked #3,223 of 3,757 articles by views in Malay Journal
Most read
Least read
Bar heights use a square-root scale. Only the 120 most-read articles are drawn; the journal has 3,757 in total.
Mint this article as an NFT
Not yet mintedCreate a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.
5
SUSD
one-off · no wallet required
Abstract
Skills in Technical and Advanced Research Training (START): A Research Capacity Building Hub started through a partnership between the Center for Business Research and Development (CBRD) and the Center for Professional Development in Business (CPDB) of the De La Salle University Ramon V. del Rosario - College of Business. With the support from the USAID Science, Technology, Research, and Innovation for Development (STRIDE), START aims to become the leading innovation hub that will harness the initiatives of researchers, faculty, students, and practitioners to help them advance their skills in the research discipline.
To sustain the hub’s operation, the proponent conducted a study on the consumer perception regarding training programs and courses, as well as Usage, Attitude, and Image (UAI) survey on 161 respondents who classified themselves as professionals, educators, and researchers. Results showed their motivation in enrolling in training programs is based on their expectancies for success, intrinsic and utility values they can get. Based on the study results, START Hub has almost no existing brand awareness, given that the hub is in its introductory phase. Many of the respondents also shared various names of organizations that provide training programs.
This challenge led to the development of an Integrated Marketing Communications (IMC) campaign for START Hub. The IMC campaign will run for a year given the constraints in funding, with a tidal of Php 308,000 marketing budget. For the whole year of 2022, awareness and reach of the brand are expected to increase, which will lead to conversions and enrollees of training programs.
| Reference Key |
persistent_1760659715_68f1890312fce
Use this key to autocite in the manuscript while using
SciMatic Manuscript Manager or Thesis Manager
|
|---|---|
| Authors | Centeno, Jhana Louisse B. |
| Journal | Malay Journal |
| Year | 2021 |
| DOI |
DOI not found
|
| URL | |
| Keywords | Keywords not found |
Citations
No citations found. To add a citation, contact the admin at info@scimatic.org
Comments
No comments yet. Be the first to comment on this article.