The Role of E-marketing in Constructing the Image of the CBA Faculty in PUP

Abstract

As time goes by, new ways of doing things are being created and it helps us to improve more in what we are doing, thus creating a much deeper competition and therefore results to the urgency to present yourself as the best option in the industry. The goal of this quantitative research is to describe the aspects regarding the use of e-marketing tools as an element in influencing the perception of the image of a higher education institution among its students inside the PUP campus. The researchers gathered data through questionnaire with the use of stratified sampling. More specifically, the analysis is based on 337 responses given by CBA students of Polytechnic University of the Philippines. The crux of the article consists in identifying the opinions of the respondents on selected website elements that are present in the faculty website such as the content, design, presence of social elements, study information, faculty news, and transparency and on selected e-marketing tools. Findings states that study/course information and faculty news have the highest perception for individual elements of the website. Also the results showed that the student’s perception to use new e-marketing tools and their level of agreement with it being used as communication channel are both positive. The analysis results have shown that there is a significant correlation between the perception of the overall image of the faculty and the evaluation of individual elements of the faculty website. The second hypothesis which posed that there is a significant relationship with the student’s perception to use of e-marketing tools and the overall image of the faculty has also been verified. Means that the research findings states that the 2 null hypothesis has been rejected.

Keywords: E-marketing, tools, elements, higher education, image, level of agreement