Academic Marketing Climate, Marketing Strategies And Student Enrollment Turnout Of Council Admission And Marketing In Selected Schools In District 1 Province Of Laguna

. The ultimate purpose this study aimed at providing recommendations for implementing higher education marketing techniques directed at prospective students. The major concerns of this study was to determine the academic marketing climate, level of effectiveness of marketing strategies, and level of enrollment turnout of council admission and marketing in District 1 in the province of Laguna. This study used the descriptive correlation design since it determined relationship between academic marketing climate, marketing strategy and enrollment turnout f council admission and marketing in selected schools in District 1 Province of Laguna. The marketing management of the selected schools in the District 1 Province of Laguna were able to develop and maintain successful relationships with its target students by providing a safe and conducive environment for learning. There was a very effective utilization of marketing strategies in terms of accessible place, providing quality services, usage of technology, and usage of media/social media platforms. The enrollment turnout of council admission and marketing in selected schools in District 1 Province of Laguna increases every year. Academic Marketing Climate and Marketing Strategies are significant predictors of enrolment turnout. This implies that the favorable the academic marketing climate and the higher the level of effectiveness of marketing strategies, the more possibility that there will be an increase in the level of enrolment turnout.


Introduction
Maintaining a high enrollment turnout in universities and colleges has been difficult in the past few years especially when the COVID-19 pandemic hit not only the Philippines but also the whole world. Also, another contributing factor in the decrease in the population of enrolled students is the continuous increasing number of universities and colleges being constructed in a locality. These competitions can facilitate a learning environment that presents gifted students the academic challenge that often is difficult to create in a single classroom or school. They can offer the types of experiences that foster the development of productive attitudes and work habits. There is no doubt that academic competitions can serve as strong motivators for students by providing an incentive to study and work hard so they can be ready to compete at a certain level.
For many, the District 1 in the province of Laguna has been called as the "university belt in the south" for there are many known universities and colleges can be found: De La Salle University, University of Sto. Tomas, University of the East, St. Scholastica's College, Miriam College, Xavier School, Caritas Don Bosco School, University of Perpetual Help System, Polytechnique University of the Philippines and more. The rise of new schools in the District 1 of Laguna threatens the preexisting schools in terms of enrollment turnout. Many students moved and enrolled themselves in the newly constructed schools in their locality. With schools continually competing for new students, it is critical that one's marketing be strong, consistent, and professional straight from the beginning. It is important to consider what makes the school unique and use it in its overall marketing approach in making the school the ideal place of parents for their children's education (Edge, 2022).
In addressing the above-mentioned dilemma among universities and colleges, private school administrators take into consideration the competitive advantage that they have. They even employ a competitive climate in marketing which lets their business compete against a number of competitors trying to get their messages out to the same target markets. In this sense, they are not only competing against these schools/businesses but also for space and time to effectively convey their school branding (Kokemuler, 2022). The academic marketing climate consists of all the actors and forces outside marketing that affect the marketing management's ability to develop and maintain successful relationships with its target students (Biradar, 2020). Furthermore, disruptions resulting from social, political, and technological trends have left many of these institutions facing declining enrollments. As a result, institutions have been forced to raise tuition in order to maintain their standards of service. Because higher prices naturally reduce the quantity demanded of any good or service, including higher education, university leaders face the difficult choice of determining how high tuition can be raised before exasperating their institution's financial position.
Another solution is taken into consideration, employing different marketing strategies in order to persuade students and eventually increase their enrolment turnout. Competitive marketing strategies aim at giving the firm an understanding of the changes in the environment; clear view of the opportunities available to the firm and give some quick actions to any problem arising. The end result is one of higher maneuverability for the business organization and increased market share leading to more profitability (Mokhtar & Wan-Ismail, 2017). Moreover, marketing can also process an organization goes through in developing the concept of a product or service, implementing the idea, determining the equitable pricing model, selecting the promotion and deciding on the distribution channels.
The enrollment turnout shows the differences between choice and competition in education and why the existence of choice does not necessarily translate to competition. Parents' primary incentive for school choice is to improve their children's outcomes by gaining access to higher-quality schools and a better fit between school offerings and parental choices (De Angelis & Erickson, 2018). Students are aware of important criteria in choosing a school, such as the educational environment, educational philosophy, campus and facilities, curricular and extracurricular activities, as well as location and transportation. In deciding on their academic choices, they also considered employment and professional options, personality and career choice, parent's occupational background, cognitive or mental capacity, and social influences (Cortez, 2018). Individuals can use the social environment to reflect on and change their own views, goals, and needs (Canals et al., 2018).
Increases of competition between universities are determined as current domains of the academic marketing climate. Independent oversight testing has been shown to have an impact on structural segmentational variations in school admissions' choice of specializations (Petrunia et al., 2019). It is also undeniable that effective implementation of marketing strategies lead to an increase in the enrollment turnout (Uchendu, Nwafor, & Nwaneri, 2017;Spurrier, 2019;Gondane & Pawar, 2021;Gondane & Pawar, 2021). Despite the numerous studies conducted determining the schools' marketing strategies employed and their enrolment turnout, it was found by the researcher that there were no studies conducted yet determining the effectiveness of marketing strategies and enrollment turnout among universities' and colleges' in the so-called university belt in the south in Philippines. Also, there were no local studies conducted yet showing how the academic marketing climate influences both marketing strategies and enrolment turnout. Hence, the researcher would like to conduct this study focusing on academic marketing climate, marketing strategies, and enrolment turnout of council admission and marketing in selected schools in District 1 in the province of Laguna.
The purpose of this study is to determine the academic marketing climate, level of effectiveness of marketing strategies, and level of enrollment turnout of council admission and marketing in District 1 in the province of Laguna. Also, this study aimed at providing recommendations for implementing higher education marketing techniques directed at prospective students.

Methods
This study used the descriptive correlation design since it determined relationship between academic marketing climate, marketing strategy and enrollment turnout f council admission and marketing in selected schools in District 1 Province of Laguna. The respondents of the study were 120 using Purposive sampling technique was used to determine the total of 174 marketing heads. The actual sample of the study consisted of 120 respondents who were selected using purposive criterion sampling, a form of non-probability sampling in which researchers rely on their own judgment when choosing members of the population to participate in their study used most often when a difficult-to-reach population needs to be measured which involves selecting cases that meet some predetermined criterion of importance (Patton, 2016). The researcher chose the respondents according to specific traits or qualities under the following criteria: 1) respondent has been working in a school's marketing department and 2) respondent is working within the District 1 province of Laguna.
The researcher sought the opinion of three experts in order to ascertain that the indicators were used in the research questionnaire were relevant in the study. Moreover, the statistician was asked to know the aptness of the scale for the anticipated result which was the subject to statistical formula after gathering the data. Their suggestions and criticisms were applied prior of the questionnaire.
To ensure reliability of the research tool, it underwent internal consistency tests through Cronbach's alpha coefficient. Pilot testing was conducted to ten (10) marketers who were not part of the actual survey; Part 1: 0.903; Part 2: 0.945; and Part 3: 0.896.
For the purpose of collecting the needed primary data, the researcher utilized self-constructed questionnaire to measure the academic marketing climate, level f effectiveness of marketing strategies, and level of enrolment turnout of council admission and marketing in selected schools in District 1 province of Laguna. The instrument was structured in a form of checklist for the convenience in answering and was divided into three (3) parts. Part 1 covered the academic marketing climate, Part 2 covered the level of effectiveness of marketing strategies, and Part 3 covered the enrollment turnout of council admission and marketing in selected schools in District 1, province of Laguna. In the validation of instrument, the researcher initially presented the self-designed survey to her adviser for content evaluation and appropriateness and eventual approval. Experts from the faculty of the University of Perpetual Help System Laguna (UPHSL) were chosen as corroborators in the study consisted of professors in the field of business management and related specialization who are familiar with the academic marketing climate, level of effectiveness of marketing strategies, and level of enrolment turnout of council admission and marketing in selected schools in District 1 province of Laguna. Prior to the data gathering, the researcher asked permission from the Executive School Director, Director of Graduate School of UPHSL to allow the conduct of the study. After having the list of the respondents, the researcher asked for their availability to answer the research questionnaire.

Scale Numerical Ranges Categorial Responses Verbal Interpretation
Instructions were provided in survey questionnaires before the actual administration of the said questionnaire. The questionnaires were distributed by using the google form. The data gathered were tabulated and subjected to statistically treatment. They were then analyzed and interpreted.
The researcher created the survey questionnaire using the google form and applied the procedural steps such as navigation to https://docs.google.com/forms responses and assigning of file name labeled as "Survey Questionnaire." The survey google form has a multiple choice type where respondents click a drop down icon to select their perceived responses. All items in the google form were made required to be responded except the ones with "optional" specification.
In the conduct of the survey, the respondents were provided with enough time to answer the online survey questionnaire thru google form administered to them based on the preferred modality, whether via online or offline, whichever is possible. The researcher retrieved the accomplished tool and data will be collected and tallied in preparation for the statistical treatment analysis. In which, only 120 respondents were able to accomplish and return the completed survey questionnaires. The statistical tools used for the quantitative analysis in this study were the following: Weighted Mean was used to determine a) academic marketing climate and b) level of effectiveness of marketing strategies of council admission and marketing in District 1 in the province of Laguna. Frequency, percentage, and rank were used in determining the level of enrollment turnout. Pearson r was used to determine if there is significant relationship between the a) academic marketing climate, b) level of effectiveness of marketing strategies, and c) level of enrollment turnout of council admission and marketing in selected schools in District 1, province of Laguna.

Results and discussion
Discussion of the academic marketing climate and level of effectiveness of marketing strategies and level of enrollment turnout of council admission and marketing in selected schools in District 1 in the province of Laguna showing calling, scholarly execution and instructive ability is presented in the succeeding tables and text-based introductions:  Table 1 shows the Academic Marketing Climate of Council Admission and Marketing in Selected Schools in District 1 Province of Laguna. The indicator 4 " I always feel included socially at my institution/place of employment" got the highest weighted mean of 3.31 and verbally interpreted as Highly Favorable. The indicator 6 "I feel I have been appreciated within my academic field " got a weighted mean of 3.30 verbally interpreted as Highly Favorable and was ranked 2. Both the indicators 3 "I feel valued at my institution/place of employment" and 7 "I feel I have been always supported at my institution/place of employment" got a weighted mean of 3.29 verbally interpreted as Highly Favorable and were ranked 4.
On the other hand, the indicator 10 "My ideas and opinions are considered/accepted at my institution/place of employment" got the lowest weighted mean of 3.24 and verbally interpreted as Favorable. Both the indicators 1 "I am satisfied with the overall climate within my academic experience" and 5 "I always feel included intellectually at my institution/place of To sum up, an average of 3.27 with a verbal interpretation of Highly Favorable implies that the marketing management was able to develop and maintain successful relationships with its target students.
The findings of this study are supported by Biradar (2020) stating that the academic marketing climate consists of all the actors and forces outside marketing that affect the marketing management's ability to develop and maintain successful relationships with its target students. Also, it is important to respond immediately to the unfavorable feedback to a school's faculty. These actions can lead to the increase of advocates and improvement of the school (Goodwin & Palacios, 2021).  Table 2 shows the Level of Effectiveness of Marketing Strategies of Council Admission and Marketing in Selected Schools in District 1 Province of Laguna Indicator 5 "providing quality services to every customer" got the highest weighted mean of 3.6 verbally interpreted as Highly Favorable. Indicator 4 "being accessible to the people" got a weighted mean of 3.59 verbally interpreted as Highly Favorable and was ranked 2. Both the indicators 7 "providing training to employees in developing their abilities in serving the clients" and 9 "providing promo and discounts to potential clients" got a weighted mean of 3.57 verbally interpreted as Highly Favorable and were ranked 3.5.
On the other hand, indicator 15 "considering different marketing channels for various target audiences" got the lowest weighted mean of 3.44 and verbally interpreted as Highly Favorable. Indicator 2 "keeping up with the newest trend as a way of getting the attention of people" got a weighted mean of 3.45 verbally interpreted as Highly Favorable and was ranked 19. Lastly, both indicators 13 "applying standards in hiring employees for better work quality" and 14 " maintaining the quality of advertisement aligned with the overall advertising costs" got a weighted mean of 3.48 verbally interpreted as Highly Favorable and were ranked 17.5.
To sum up, an average of 3.53 verbally interpreted as Highly Favorable implies that there was a very effective utilization of marketing strategies in terms of accessible place, providing quality services, usage of technology, and usage of media/social media platforms.
The results of the study are supported by Mokhtar and Wan-Ismail (2017) stating that the end result is one of higher maneuverability for the business organization and increased market share leading to more profitability. Moreover, marketing can also process an organization goes through in developing the concept of a product or service, implementing the idea, determining the equitable pricing model, selecting the promotion and deciding on the distribution channels. With schools continually competing for new students, it is critical that one's marketing be strong, consistent, and professional straight from the beginning. It is important to consider what makes the school unique and use it in its overall marketing approach in making the school the ideal place of parents for their children's education (Edge, 2022).  Table 3 shows the Level of Enrollment Turnout of Council Admission and Marketing in Selected Schools in District 1 Province of Laguna. Indicator 2 "increases every year due to high level of satisfaction among the clients" got the highest weighted mean of 3.31 verbally interpreted as Highly Favorable. Both indicators 1 "increases every year through the utilization of different marketing strategies" and 3 " increases every year due to high quality of services that the school provide to the clients" got the weighted mean of 3.29 verbally interpreted as Highly Favorable and were ranked 2.5. Indicator 4 "increases every year because of the continuous development in the school facilities" got a weighted mean of 3.28 verbally interpreted as Highly Favorable and was ranked 4. Lastly, indicator 5 "increases every year despite of many competitors" got the lowest weighted mean of 3.24 verbally interpreted as Favorable.
To sum up, an average of 3.28 with a verbal interpretation of Highly Favorable implies that the enrollment turnout of council admission and marketing in selected schools in District 1 Province of Laguna increases every year.
The findings of the study are supported by De Angelis and Erickson (2018) stating that the enrollment turnout shows the differences between choice and competition in education and why the existence of choice does not necessarily translate to competition. Parents' primary incentive for school choice is to improve their children's outcomes by gaining access to higher-quality schools and a better fit between school offerings and parental choices . Students are aware of important criteria in choosing a school, such as the educational environment, educational philosophy, campus and facilities, curricular and extracurricular activities, as well as location and transportation. In deciding on their academic choices, they also considered employment and professional options, personality and career choice, parent's occupational background, cognitive or mental capacity, and social influences (Cortez, 2018).  As shown in the table, there was a relationship between academic marketing climate and the level of enrollment turnout of council admission and marketing in selected schools in District 1 Province of Laguna. A Pearson r value of 0.503 interpreted as moderate correlation with a probability value of 0.000 which was less than the 0.01 significance level. This implies that the favorable the academic marketing climate the higher is the level of enrollment turnout of council admission and marketing in selected schools in District 1 Province of Laguna. This shows that a school yield more enrollees if they implement an effective academic marketing climate among its students.

Table 4 Relationship between the Academic Marketing Climate and the Level of Effectiveness of Marketing Strategies of Council Admission and Marketing in Selected Schools in
The enrollment turnout shows the differences between choice and competition in education and why the existence of choice does not necessarily translate to competition. Parents' primary incentive for school choice is to improve their children's outcomes by gaining access to higher-quality schools and a better fit between school offerings and parental choices (De Angelis & Erickson, 2018). Students are aware of important criteria in choosing a school, such as the educational environment, educational philosophy, campus and facilities, curricular and extracurricular activities, as well as location and transportation. In deciding on their academic choices, they also considered employment and professional options, personality and career choice, parent's occupational background, cognitive or mental capacity, and social influences (Cortez, 2018). As shown in the table, there was a relationship between level of marketing strategies and the level of enrollment turnout of council admission and marketing in selected schools in District 1 Province of Laguna. A Pearson r value of 0.587 interpreted as moderate correlation with a probability value of 0.000 which was less than the 0.01 significance level. This implies that the higher the level of effectiveness of the marketing strategies the higher is the level of enrollment turnout of council admission and marketing in selected schools in District 1 Province of Laguna. This shows that effective marketing strategies yield to more enrollees.
The   Table 7 shows the Multiple Regression between the Academic Marketing Climate, Level of Effectiveness of Marketing Strategies, taken Singly or in Combination of Level of Enrolment Turnout of Council Admission and Marketing in Selected Schools in District 1 Province of Laguna. As shown, Academic Marketing Climate and Marketing Strategies have 3.85% (R 2 0.385) predictive power to Enrollment Turnout. Probability test showed a value of 0.000 which is lower than 0.05 level of significance, leading to the rejection of the null hypotheses. This means that Academic Marketing Climate and Marketing Strategies are significant predictors of enrolment turnout. This suggests that the favorable the academic marketing climate and the higher the level of effectiveness of marketing strategies, the more possibility that there will be an increase in the enrolment turnout.
As stated in Review of Related Literature, there were no conducted studies yet showing the relationship between academic marketing climate, marketing strategies, and enrolment turnout. However, the results can be supported by the following literature: In addressing the above-mentioned dilemma among universities and colleges, private school administrators take into consideration the competitive advantage that they have. They even employ a competitive climate in marketing which lets their business compete against a number of competitors trying to get their messages out to the same target markets (Kokemuler, 2022). With schools continually competing for new students, it is critical that one's marketing be strong, consistent, and professional straight from the beginning. It is important to consider what makes the school unique and use it in its overall marketing approach in making the school the ideal place of parents for their children's education (Edge, 2022). Parents' primary incentive for school choice is to improve their children's outcomes by gaining access to higher-quality schools and a better fit between school offerings and parental choices (De Angelis & Erickson, 2018).

Conclusions
The descriptive research method was used in this study. The descriptive survey method is used to collect data from a specific demographic and based on a set of criteria to identify the study's problem by looking at people's behavior, practices, beliefs, intentions, attitudes, opinions, judgments, interests, perceptions, and so on. The data is then analyzed, organized, and interpreted as needed (Calderon et. al., 2012:65). Researchers might use the descriptive research design to label their understanding of a certain event or phenomenon. Johnson and Christensen (2012) defined descriptive research as study that focuses on producing an accurate description or picture of the status or characteristics of a situation or phenomenon while applying criteria to the idea and systems analysis.
This study determined the academic marketing climate, marketing strategy and enrollment turnout of council admission and marketing in selected schools in District 1 Province of Laguna. The marketing management of the selected schools in the District 1 Province of Laguna were able to develop and maintain successful relationships with its target students by providing a safe and conducive environment for learning. There was a very effective utilization of marketing strategies in terms of accessible place, providing quality services, usage of technology, and usage of media/social media platforms. The enrollment turnout of council admission and marketing in selected schools in District 1 Province of Laguna increases every year. The favorable the academic marketing climate the higher is the level of effectiveness of marketing strategies of council admission and marketing in selected schools in District 1 Province of Laguna. The favorable the academic marketing climate ,the higher is the level of enrollment turnout of council admission and marketing in selected schools in District 1 Province of Laguna. The higher the level of effectiveness of the marketing strategies, the higher is the level of enrollment turnout of council admission and marketing in selected schools in District 1 Province of Laguna. Academic Marketing Climate and Marketing Strategies are significant predictors of enrolment turnout. This implies that the favorable the academic marketing climate and the higher the level of effectiveness of marketing strategies, the more possibility that there will be an increase in the level of enrolment turnout.
The school administrators are encouraged to continue providing a safe and conducive academic/working environment among its students/employees by recognizing one's skills and achievement. The school's marketing officers are encouraged to continue utilizing their highly effective marketing strategies such as providing quality services, accessibility, utilizing media/social media promotions, and integrating technology for smooth school transactions. The schools' marketing department is advised to create more community engagements. On this way, the prospective clients/students will be able notice the schools' participation in the community; hence, there will be high enrollment turnout every school year. The schools are encouraged to continue providing favorable academic marketing climate as it helps improve and maintain the high level of effectiveness of utilizing its marketing strategies. The schools' marketing department is also advised to fully utilize social media platforms in sharing the schools' activities and achievement. Through this, they will be able to persuade students enroll in their respective schools. The schools are encouraged to continue providing favorable academic marketing climate. This would help them encourage students enroll in their respective schools. The schools' marketing department is encouraged to maximize the use of different social media platforms in marketing the school as it informs people of the school's activities, achievements, and announcements. This would help market the school to more possible clients/students since major. Future researchers are encouraged to conduct similar studies in order to validate the gathered data. They may also include a larger number of respondents for them to have more reliable and valid results.