CENTRAL COLLEGES OF THE PHILIPPINES COLLEGE OF ARTS AND SCIENCES

CENTRAL COLLEGES OF THE CENTRAL COLLEGES OF THE PHILIPPINESPHILIPPINES

COLLEGE OF ARTS AND COLLEGE OF ARTS AND SCIENCESSCIENCES

Business Business PlanPlan

The student is . . . the most important person on the campus. Without students, there would be no need for this institution. . . . not a cold enrollment statistic but a flesh and blood human being with feelings and emotions like our own . . . not someone to be tolerated so that we can do our thing…

They are our thing . . . not dependent on us. Rather, we are dependent on them. . . not an interruption of our work, but the purpose for it. We are not doing them a favor by serving them. They are doing us a favor by giving us the opportunity to do so.

Presented at the 1995 National Conference on Student Retention, author unknown

Mission StatementMission Statement

The Central Colleges of the The Central Colleges of the

Philippines aims to: provide Philippines aims to: provide

quality and relevant education quality and relevant education accessible to all; train individuals accessible to all; train individuals

to develop personal discipline to develop personal discipline

and critical, creative thinking; and and critical, creative thinking; and produce committed professionalsproduce committed professionals

imbued with the ideals necessary to imbued with the ideals necessary to serve the welfare serve the welfare

of society.of society.

Goal of the College of Goal of the College of

Arts and SciencesArts and Sciences

HOLISTICHOLISTICDEVELOPMENTDEVELOPMENT

GOALGOAL

MORALMORAL

SOCIALSOCIAL

POLITICALPOLITICALPHYSICALPHYSICAL

EMOTIONALEMOTIONAL

SPIRITUALSPIRITUAL

INTELLECTUALINTELLECTUAL

CULTURALCULTURAL

Goal of the College of Arts and Goal of the College of Arts and SciencesSciences

The ultimate goal of the College of Arts and Sciences is the intellectual, moral, spiritual, physical, emotional,political, social and cultural development of students to become whole and productive individuals in their communities. Specifically, it aims to infuse a passion for learning with a high sense of moral and intellectual integrity; equip students with general education in the languages, humanities, natural and social sciences as their foundation for their full development as human beings; train students to think independently, analytically, creatively, and critically; train students to communicate effectively; foster commitment to nationalism balanced by a sense of internationalism through involvement in extension services of the school and the college; and mold the character of students to become intellectually and emotionally mature, socially and ecologically responsible, nationalistic and morally upright citizens.

ENVIRONMENTAL ENVIRONMENTAL ANALYSISANALYSIS

School owners as well as school administrators havealways been concerned with its current image inside and outside the school community. How people perceived the school, become a determining factor in the upgrading of facilities and enhancement of the curricular programs offered by the school.


School owners and administratorsalways thought that the school isproviding quality product that are well received by parents as a major client group. However, in reality, parents may see certain parts of the product in a different light that have an impact on their impressions of the school. This would create a gap between the intended image and the actual image of the school. This may also result to inability of the school to win the level of support expected from the parents group.


An assessment of the school’s strengths and weaknesses is very vital in the preparationof a business plan. School owners and administrators have to accept that in the business plan, things have to change. Information has to be gathered from various sources. The product offered has to be devised as a result of the assessment. Furthermore, the product must meet up with the demands of the market and draw on the real strengths of the school.

Industry Data/ TrendsIndustry Data/ Trends

A.B. PsychologyA.B. Psychology

The field of Psychology has three areas of specializations wherein there is a continuous need for graduates. In each of these areas, it is further sub-divided into more specific area. Graduates of Psychology can go into any of these areas of specializations such as: clinical, educational and industrial. Students pursuing a career in Psychology are required to undergo training/ internship in these different areas.


Internet Counseling

Expert Witness

Forensic Psychologist

Child Psychologist

School Psychologist

Play Therapist

Training Consultant

Professor/Lecturer

Industrial Psychologist

Organizational DevelopmentConsultant

Human Resources

Recruitment Officer

Training Officer

Personnel Officer

Guidance CounselorHealth Counselor

Psychotherapist

Clinical Psychologist

PSYCHOLOGYPSYCHOLOGY


A.B. ENGLISHA.B. ENGLISH

The field of Language and Literature is not as popular as the other curricular offerings of the school. However, there is a continuous need for graduates of A.B. English. The field of Language and Literature is broad thus it was divided into several areas of specialization where graduates can go into or specialized. The field of Language and Literature have branch out into different areas such as Communication Arts, Theater Arts, Mass Communication, Creative Writing and Teaching English as a Second Language (which is now a demand in the U.S.). Thus, current demands for A.B. English graduates have increased locally and globally.


Literary ArtsLiterary Arts

ENGLISHENGLISHTeachingTeaching

Training and Training and DevelopmentDevelopment

EditorEditor

TESLTESL

Corporate Corporate SecretarySecretary

CreativeCreative Writing

JournalismJournalism

Mass CommunicationMass CommunicationBook EditorBook Editor

Communication ArtsCommunication Arts

WriterWriter

LinguisticsLinguistics

Statistical Analysis of the Market Demands ofStatistical Analysis of the Market Demands ofA.B. English and Psychology GraduatesA.B. English and Psychology Graduates

Table 1

Frequency and Percentage Distribution of Local Job Demands Based on Three Leading National Newspapers

Newspapers

Number of

Companies

Job Demands for Graduates of AB

ENGLISH PSYCHOLOGY

F % F PER CENT /

NEWSPAPER

AVERAGE PERCENTAGE

F PER CENT /

NEWSPAPER

AVERAGE PERCENTAGE

Manila Bulletin 450 73.17 27 6.00 4.38 75 16.67 12.20

Philippine Daily Inquirer 90 14.63 10 11.11 1.63 35 38.89 5.69

Philippine Star 75 12.20 12 16.00 1.95 28 37.33 4.55

TOTAL 615 49 7.97 138 22.44

Figure 1: Graphical Presentation of the Local Job Demands forFigure 1: Graphical Presentation of the Local Job Demands for AB English and AB Psychology Graduates Based onAB English and AB Psychology Graduates Based on the Three Leading National Newspaper.the Three Leading National Newspaper.

615615

450450

9090

EnglishEnglish0

100

200

300

400

500

600

700

Companies Psychology

Manila Bulletin

Philippine DailyInquirerPhilippine Star

TOTAL7575

2727 1010 1212 49497575

3535 2828

138138

Statistical Analysis of the Market Demands of Statistical Analysis of the Market Demands of A.B. English and Psychology GraduatesA.B. English and Psychology Graduates

COURSECOURSE

20042004 20052005 20062006 20072007 20082008 20092009

CC NN %% CC NN %% CC NN %% CC NN %% CC NN %% CC NN %%

ENGLISHENGLISH 16911691 162162 7.97.9 18251825 175175 7.97.9 22432243 189189 7.97.9 26252625 205205 7.97.9 28322832 220220 7.97.9 30563056 237237 7.97.9

PSYCHOLOGYPSYCHOLOGY 18041804 393393 22.422.4 22552255 506506 22.422.4 27602760 607607 22.422.4 33783378 743743 22.422.4 41434143 909909 22.422.4 50605060 11131113 22.422.4

Table 2

Projection of Local Employment Demands forAB English and AB Psychology Graduates.

LEGEND: C – Company N – Need % -Average Percentage

Statistical Analysis of the Market Demands ofStatistical Analysis of the Market Demands ofA.B. English and Psychology GraduatesA.B. English and Psychology Graduates

Figure 2: Graphical Presentation of Projection for Local Employment Demands for AB English and AB Psychology Graduates

220220

0

200

400

600

800

1000

1200

2004 2005 2006 2007 2008 2009

EnglishPsychology

162162

393393

175175

506506

189189

607607

205205

743743

909909

237237

11131113


PROBABLE REASONS FOR THE INCREASE OF DEMANDS OF LOCAL EMPLOYMENT

RETIREMENT MIGRATION

INCREASE OF OUTSOURCINGCOMPANY

CURRENT TRENDS AND DEVELOPMENT IN

LANGUAGE & LITERATUREAND PSYCHOLOGY

COMPETITOR COMPETITOR

De La SalleUniversity

CENTER OF EXCELLENCE

ENGLISH PSYCHOLOGY

Ateneo de ManilaUniversity

University of the Philippines, Diliman

Ateneo de ManilaUniversity

University of the Philippines, Diliman

Reference: Commission on Higher Education WebsiteReference: Commission on Higher Education Website

CCP

CCP

EXTERNAL ENVIRONMENTEXTERNAL ENVIRONMENTASSESSMENTASSESSMENT

OPPORTUNITIESOPPORTUNITIES

1. Accessibility to different mode of transportation 1. Accessibility to different mode of transportation (jeeps, buses, taxi cabs and Light Railway (jeeps, buses, taxi cabs and Light Railway Transit 2 ).Transit 2 ).

2. Tuition fee per unit is lower than the competitor 2. Tuition fee per unit is lower than the competitor school ( St. Paul University of Quezon City ) school ( St. Paul University of Quezon City ) along Aurora Blvd.along Aurora Blvd.

3. Presence of business establishments in the area,3. Presence of business establishments in the area, wherein some of the CCP students worked wherein some of the CCP students worked part- time.part- time.

THREATSTHREATS

EXTERNAL ENVIRONMENT EXTERNAL ENVIRONMENT ASSESSMENTASSESSMENT

1. Deteriorating quality of basic education.1. Deteriorating quality of basic education.

2. Scarcity of faculty with related master’s degree (vertical 2. Scarcity of faculty with related master’s degree (vertical alignment of courses).alignment of courses).

3. Environmental pollution in the metropolis.3. Environmental pollution in the metropolis.

4. Present political condition of the country that is directly 4. Present political condition of the country that is directly affecting the economic stability.affecting the economic stability.

5. Emergence of state universities and colleges offering 5. Emergence of state universities and colleges offering affordable tuition fees in provinces.affordable tuition fees in provinces.

6. The quality of education offered by nearby institutions 6. The quality of education offered by nearby institutions is continuously upgraded to be over and above the is continuously upgraded to be over and above the minimum requirements of the Commission on Higher minimum requirements of the Commission on Higher Education as well as the accrediting agencies.Education as well as the accrediting agencies.

INTERNAL ENVIRONMENT INTERNAL ENVIRONMENT ASSESSMENTASSESSMENT

STRENGTHSSTRENGTHS1. Faculty Assessment1. Faculty Assessment

a. Competent faculty members.a. Competent faculty members.

b. Faculty members are Masters’ degree holders, and someb. Faculty members are Masters’ degree holders, and some are pursuing their doctoral programs aligned with their are pursuing their doctoral programs aligned with their area of specialization.area of specialization.

c. Classroom observations are conducted by Area c. Classroom observations are conducted by Area Coordinators and by the Dean (every semester).Coordinators and by the Dean (every semester).

d. Financial assistance is afforded for the professional d. Financial assistance is afforded for the professional development programs of faculty members.development programs of faculty members.

e. Active participation of faculty members in different e. Active participation of faculty members in different college committee.college committee.


STRENGTHS STRENGTHS 2. Student Activities2. Student Activities

a. Academically competent students.a. Academically competent students.

b. Active student leaders.b. Active student leaders.

LEADERSHIP TRAINING

Decision Making

Fish Bone Analysis

Stress Management

c. Extra- curricular and co- curricular c. Extra- curricular and co- curricular student activities spearheaded by the AB studentsstudent activities spearheaded by the AB students (sponsoring seminars and contests for students).(sponsoring seminars and contests for students).

d. Membership and affiliation of the Psychology studentsd. Membership and affiliation of the Psychology students in national organizations for BS/AB Psychology studentsin national organizations for BS/AB Psychology students (PSYCHFED, PAPJA).(PSYCHFED, PAPJA).

e. Extensive Industrial and Clinical training/ internship ofe. Extensive Industrial and Clinical training/ internship of senior Psychology students.senior Psychology students.


STRENGTHSSTRENGTHS3. Organizational Linkages3. Organizational Linkages

a. Industrial Linkages (Human Resources Department)a. Industrial Linkages (Human Resources Department)

Training Consultant

1. ABS- CBN Broadcasting Center 1. ABS- CBN Broadcasting Center

Organizational DevelopmentConsultant

Human Resources

Recruitment Officer

Training Officer

Personnel Officer

2. Development Academy of the Philippines2. Development Academy of the Philippines

3. Jollibee Food Corporation3. Jollibee Food Corporation

4. Securities and Exchange Commission4. Securities and Exchange Commission

5. The Medical City5. The Medical City

6. United Laboratories Inc.6. United Laboratories Inc.

7. Phil.Broadcasting Services (PBS)7. Phil.Broadcasting Services (PBS)8. Government Service Insurance System8. Government Service Insurance System

9. Board of Investment9. Board of Investment

10. Golden Doughnut Incorporated10. Golden Doughnut Incorporated


Clinical Psychologist

STRENGTHSSTRENGTHS3. Organizational Linkages3. Organizational Linkages

b. Clinical Linkagesb. Clinical Linkages

1. National Center for Mental Health1. National Center for Mental Health

2. Sunrise Hill Rehabilitation Center2. Sunrise Hill Rehabilitation Center

3. St. Nazarene Child Development Center 3. St. Nazarene Child Development Center

4. The Medical City (Psychiatric Ward)4. The Medical City (Psychiatric Ward)

Guidance CounselorHealth Counselor

Psychotherapist


STRENGTHSSTRENGTHS

4. Marketing Activities4. Marketing Activities

Career Orientation/ Awareness:

AB ENGLISH AB PSYCHOLOGY

a. Conducts Career Orientation in a. Conducts Career Orientation in public schools assigned by the public schools assigned by the Admission and Marketing Admission and Marketing Department (Tondo - 1st Department (Tondo - 1st District of Manila)District of Manila)


Faculty DevelopmentFaculty Development

WEAKNESSESWEAKNESSES

1. Faculty1. Facultya. Need to have a standard salary scale a. Need to have a standard salary scale for faculty members.for faculty members.

c. Need for a regular Faculty Development c. Need for a regular Faculty Development Program based on TNA.Program based on TNA.

d. Need for financial assistance in d. Need for financial assistance in research writing.research writing.

b. Need to offer an attractive compensation b. Need to offer an attractive compensation package.package.

$$

$

$ $

$

$

INTERNAL ENVIRONMENTINTERNAL ENVIRONMENTASSESSMENTASSESSMENT


2. Curriculum/ Facilities2. Curriculum/ Facilities Library Holdings/ Resource MaterialsLibrary Holdings/ Resource Materials

a. Need to revise both curricular programsa. Need to revise both curricular programs (AB English and AB Psychology).(AB English and AB Psychology).

b. Need for more subscriptions of local b. Need for more subscriptions of local and foreign journals for Language and and foreign journals for Language and Literature; and Psychology.Literature; and Psychology.

c. Need to update the library holdings forc. Need to update the library holdings for AB English and AB Psychology.AB English and AB Psychology.

d. Need to provide Psychology Laboratory for d. Need to provide Psychology Laboratory for the subject Experimental Psychology.the subject Experimental Psychology.



2. Curriculum/ Facilities2. Curriculum/ Facilities

Library Holdings/ Resource MaterialsLibrary Holdings/ Resource Materials

e. Need to purchase standardized Psychological Testse. Need to purchase standardized Psychological Tests for the Psychological Testing subject.for the Psychological Testing subject.

f. Week academic preparations of the Senior Psychologyf. Week academic preparations of the Senior Psychology students who are undergoing practicum/ internship students who are undergoing practicum/ internship resulting from the present curriculum.resulting from the present curriculum.

INTERNAL ENVIRONMENTINTERNAL ENVIRONMENTASSESSMENTASSESSMENT

COMPARISON OF THE OLD AND PROPOSED REVISIONCOMPARISON OF THE OLD AND PROPOSED REVISIONOF CURRICULUM IN AB ENGLISH AND AB PSYCHOLOGYOF CURRICULUM IN AB ENGLISH AND AB PSYCHOLOGY

BACHELOR OF ARTS major in ENGLISHBACHELOR OF ARTS major in ENGLISH

PROPOSED REVISED CURRICULUM HAD BEEN SUBMITTED TO CHED

Professional SubjectsFirst Year, Second Semester

Professional SubjectsFirst Year, Second Semester

ENGL 418

OLD CURRICULUMOLD CURRICULUM PROPOSED REVISEDPROPOSED REVISED

CURRICULUMCURRICULUM

Second Year, First SemesterENGL 216ENGL 212

Second SemesterENGL 217

Second Year, First SemesterENGL 322

Second SemesterENGL 212



BACHELOR OF ARTS major in ENGLISHBACHELOR OF ARTS major in ENGLISH


PROPOSED REVISED PROPOSED REVISED CURRICULUMCURRICULUM

OLD CURRICULUMOLD CURRICULUM

Third Year, First SemesterENGL 318 ENGL 314 ENGL 313ENGL 317 ENGL 322

Second SemesterENGL 321 ENGL 324

Fourth Year, First SemesterENGL 428 ENGL 416ENGL 418 ENGL 427

Second SemesterENGL 325 ENGL 417ENGL 429 ENGL 419

Third Year, First SemesterENGL 317 ENGL 318 ENGL 416

Second SemesterENGL 321 ENGL 324 ENGL 325ENGL 417 ENGL 427 ENGL 429ENGL 430

Fourth Year, First SemesterENGL 431 ENGL 432 ENGL 433ENGL 434 ENGL 435 ENGL 313 ENGL 314

Second SemesterENGL 438 ENGL 436 ENGL 437

College of Aarts

L


Under the proposed curriculum some Under the proposed curriculum some subjects in the previous curriculum were subjects in the previous curriculum were

combined and some were changed combined and some were changed because of duplication. The previous because of duplication. The previous

curriculum was enhanced with the curriculum was enhanced with the inclusion of subjects that will develop and inclusion of subjects that will develop and enrich the writing and editing skills of the enrich the writing and editing skills of the

students enrolled in the program. students enrolled in the program. Moreover, the General Education subjects Moreover, the General Education subjects were placed in the first and second year were placed in the first and second year

levels of the curricular program.levels of the curricular program.



BACHELOR OF ARTS major in PSYCHOLOGYBACHELOR OF ARTS major in PSYCHOLOGY


PROPOSED REVISEDPROPOSED REVISED



Second Year, First SemesterPSYCH 212

Second SemesterPSYCH 222 PSYCH 221

Second Year, First SemesterPSYCH 212

Second SemesterPSYCH 221

Third Year, First SemesterPSYCH 313 PSYCH 315PSYCH 316 PSYCH 317PSYCH 325

Second SemesterPSYCH 324PSYCH 322

Third Year, First SemesterPSYCH 316 PSYCH 317PSYCH 325 PSYCH 414EDUC 2aSecond SemesterPSYCH 222 PSYCH 313 PSYCH 315 PSYCH 324PSYCH 411 PSYCH 421PSYCH 426




BACHELOR OF ARTS major in PSYCHOLOGYBACHELOR OF ARTS major in PSYCHOLOGY

PROPOSED REVISEDPROPOSED REVISED



Fourth Year, First SemesterPSYCH 415PSYCH 411PSYCH 416PSYCH 414

Second SemesterPSYCH 421PSYCH 323PSYCH 422PSYCH 425

Fourth Year, First SemesterPSYCH 322 PSYCH 428PSYCH 415 PSYCH 429PSYCH 422 EDUC 6aPSYCH 427

Second SemesterPSYCH 416PSYCH 425PSYCH 430

What do I think


Under the proposed curriculum theUnder the proposed curriculum theprofessional subjects (major elective professional subjects (major elective subjects) were re- arranged and pre-subjects) were re- arranged and pre-

requisites subjects were determined that requisites subjects were determined that have to be followed strictly by the students have to be followed strictly by the students enrolled in the program. Other professional enrolled in the program. Other professional subjects that deemed of equal importance insubjects that deemed of equal importance inpreparing the students in their chosen field preparing the students in their chosen field

of endeavor were added. Moreover, the of endeavor were added. Moreover, the General Education subjects were placed inGeneral Education subjects were placed in

the first and second year levels of the the first and second year levels of the curricular program.curricular program.

SWOT TABLESWOT TABLE

INTERNALENVIRONMENTASSESSMENT

EXTERNALEXTERNALENVIRONMENTENVIRONMENTASSESSMENTASSESSMENT

STRENGTHS (S)STRENGTHS (S) WEAKNESSES (W)WEAKNESSES (W)

1. Faculty Assessment1. Faculty Assessmenta. Competent faculty members.a. Competent faculty members.b. Faculty members are pursuingb. Faculty members are pursuing their doctoral degree alignedtheir doctoral degree aligned with their area of specialization.with their area of specialization.c. Classroom observations arec. Classroom observations are conducted by the Area conducted by the Area Coordinator and by the DeanCoordinator and by the Dean (every semester).(every semester).d. Financial assistance is affordedd. Financial assistance is afforded for the professional develop-for the professional development programs of faculty ment programs of faculty members.members.e. Active participation of facultye. Active participation of faculty members in different collegemembers in different college committee.committee.

1. Faculty1. Faculty

a. Need to have a standard salary scale for faculty members.b. Need to offer an attractive compensation package.c. Need for a regular Faculty Development Program based on TNA.d. Need for financial assistance in research writing.

2. Curriculum/ Facilities/Library 2. Curriculum/ Facilities/Library Holdings/ Resource Materials Holdings/ Resource Materials

a. Need to revise both curricular Programs (AB English and AB Psychology).b. Need for more subscriptions of local and foreign journals for Language and Literature; and Psychology.c. Need to update the Library Holdings for AB English and AB Psychology.

2. Student Activities2. Student Activitiesa. Academically competent a. Academically competent students.students.b. Active student leaders.b. Active student leaders.c. Extra- curricular and co-c. Extra- curricular and co- curricular student activitiescurricular student activities spearheaded by the AB studentsspearheaded by the AB students (sponsoring seminars and(sponsoring seminars and contests for students).contests for students).

SWOT TABLESWOT TABLEINTERNALINTERNAL

ENVIRONMENTENVIRONMENTASSESSMENTASSESSMENT


STRENGTHS (S)STRENGTHS (S) WEAKNESSES (W)WEAKNESSES (W)

2. Curriculum/ Facilities/Library 2. Curriculum/ Facilities/Library Holdings/ Resource MaterialsHoldings/ Resource Materials

d. Need to provide Psychologyd. Need to provide Psychology Laboratory the subject Laboratory the subject Experimental Psychology.Experimental Psychology.e. Need to purchase standardizede. Need to purchase standardized Psychological Test for the Psychological Test for the Psychological Testing subject.Psychological Testing subject.

f. Weak academic preparations of f. Weak academic preparations of the senior Psychology studentsthe senior Psychology students who are undergoing practicum/who are undergoing practicum/ internship resulting from the internship resulting from the present curriculum.present curriculum.

2. Student Activities2. Student Activitiesd. Membership and affiliation of thed. Membership and affiliation of the Psychology students in nationalPsychology students in national organizations for BS/AB organizations for BS/AB Psychology students (PSYCHFED,Psychology students (PSYCHFED, PAPJA, PMHA).PAPJA, PMHA).e.Extensive industrial and clinicale.Extensive industrial and clinical training/ internship of seniortraining/ internship of senior Psychology students.Psychology students.

3. Jollibee Food Corporation3. Jollibee Food Corporation

3. Organizational Linkages3. Organizational Linkagesa. Industrial Linkages (Humana. Industrial Linkages (Human Resources Department)Resources Department)

1. ABS- CBN Broadcasting 1. ABS- CBN Broadcasting CenterCenter

2. Development Academy of the 2. Development Academy of the PhilippinesPhilippines

4. Securities and Exchange4. Securities and Exchange CommissionCommission

5. The Medical City5. The Medical City6. United Laboratories Inc.6. United Laboratories Inc.7. Phil.Broadcasting Services7. Phil.Broadcasting Services (PBS)(PBS)

8. Government Service 8. Government Service Insurance SystemInsurance System


OPPORTUNITIES (O)OPPORTUNITIES (O)

STRENGTHS (S)STRENGTHS (S)


WEAKNESSES (W)WEAKNESSES (W)3. Organizational Linkages3. Organizational Linkages

9. Board of Investment9. Board of Investment

a. Industrial Linkages (Humana. Industrial Linkages (Human Resources Department)Resources Department)

10. Golden Doughnut 10. Golden Doughnut IncorporatedIncorporated

b. Clinical Linkagesb. Clinical Linkages1. National Center for Mental1. National Center for Mental HealthHealth

2. Sunrise Hill Rehabilitation2. Sunrise Hill Rehabilitation CenterCenter3. St. Nazarene Child 3. St. Nazarene Child Development Center Development Center 4. The Medical City (Psychiatric4. The Medical City (Psychiatric Ward)Ward)

4. Marketing Activities4. Marketing Activitiesa. Conducts Career Orientationa. Conducts Career Orientation in public schools assigned byin public schools assigned by the Admission and Marketingthe Admission and Marketing Department ( Tondo, ManilaDepartment ( Tondo, Manila Area)Area)

WEAKNESSES (WO)WEAKNESSES (WO)

INTERNAL INTERNAL ENVIRONMENTENVIRONMENTASSESSMENTASSESSMENT

1. Accessibility to different mode of1. Accessibility to different mode of transportation (jeeps, buses, taxitransportation (jeeps, buses, taxi cabs and LRT 2).cabs and LRT 2).2. Tuition fee per unit is lower than2. Tuition fee per unit is lower than the competitor school along Aurora the competitor school along Aurora Blvd. (St.Paul University of QuezonBlvd. (St.Paul University of Quezon City)City)

STRENGTHS (SO)STRENGTHS (SO)* Maintain alliance with existing * Maintain alliance with existing organizational linkages in the organizational linkages in the industry and clinical settings.industry and clinical settings.

* Continues promotion campaign * Continues promotion campaign highlighting updated academichighlighting updated academic programs, linkages for training and programs, linkages for training and internship and successful alumni.internship and successful alumni.

• Formulate competitive compensation package to attract the best qualified teachers.• Design a continues faculty development program based on the results of TNA.• Implement incentive package to encourage faculty members to do research.


• Strengthen the student services.• Continues upgrading of the curricular offerings and facilities for the program.

WEAKNESSES (WO)WEAKNESSES (WO)STRENGTHS (SO)STRENGTHS (SO)OPPORTUNITIES (O)OPPORTUNITIES (O)

3. Presence of business 3. Presence of business establishment in the area,establishment in the area, wherein some of the CCPwherein some of the CCP students worked part-time. students worked part-time.

STRENGTHS (ST)STRENGTHS (ST) WEAKNESSES (WT)WEAKNESSES (WT)THREATS (T)THREATS (T)

1. Deteriorating quality of basic1. Deteriorating quality of basic education.education.2. Scarcity of faculty with related 2. Scarcity of faculty with related master’s degree (vertical alignmentmaster’s degree (vertical alignment of area of specialization.of area of specialization.3. Environmental pollution in the3. Environmental pollution in the metropolis.metropolis.4. Present political condition of the4. Present political condition of the country that is directly affecting thecountry that is directly affecting the economic stability.economic stability.5. Emergence of state universities and5. Emergence of state universities and colleges offering affordable tuitioncolleges offering affordable tuition fees in provinces.fees in provinces.6. The quality of education offered by6. The quality of education offered by nearby institutions is continuouslynearby institutions is continuously upgraded to be over and above theupgraded to be over and above the minimum requirements of CHED asminimum requirements of CHED as well as the accrediting agencies.well as the accrediting agencies.

• Intensify marketing campaignIntensify marketing campaign• Devise instructional programsDevise instructional programs to deal with the weaknessesto deal with the weaknesses of the basic education e.g.of the basic education e.g. enrichment classes in enrichment classes in English, Peer tutoring by theEnglish, Peer tutoring by the Deans’ Listers and intensifyDeans’ Listers and intensify faculty- consultation hours.faculty- consultation hours.• Strengthen the professionalStrengthen the professional development programs todevelopment programs to enhance the faculty enhance the faculty qualification.qualification.

• Update the library holdings and acquire new sets of standardized Psychological test.

STRATEGIC PLAN FOR THE STRATEGIC PLAN FOR THE SCHOOL YEARSCHOOL YEAR

Table 3

Marketing Strategy With Projected Conversion

SY 2006 - 2007

RESPONSIBLE TARGET CONVERSION PROJECTED

PERSON AWARENESS PERCENTAGE ENROLEES

1. Career Talk Conduct Career July- March Marketing/ 7,500.00 4,500 2% 90

Orientation to target Admission]

high schools

STRATEGY ACTIVITY TIME FRAME BUDGET

2. Leaflets/ brochures Identify target areas February, April, Marketing / 6,000.00 4,000 .005 % 20

w ithin the 8 km. May Admission

radius surrounding

CCP

Central College of the

Philippines


Continuation of Table 3…Continuation of Table 3…RESPONSIBLE TARGET CONVERSION PROJECTED

PERSON AWARENESS PERCENTAGE ENROLEESSTRATEGY ACTIVITY TIME FRAME BUDGET

3. Seminars Conduct on- campus November Dean 18,000.00 6,000 5 % 30

and off- campus January Area Coordinators

seminars w orkshops February Faculty members

in English and handling major

Psychology to subjects

increase aw areness Students (specif ically

on these areas of the off icers of the

specialization. organizations -

English Club and

Psychological Society

4. Omnibus Ads Places ads to April to May Marketing/ Care of 1,300,000 0.001 % 13

national new spaper or as needed Admission Marketing/

and tabloids etc. Admission

153PROJECTED NEW STUDENTS


Table 4Table 4

Basis for Projection of Expenses Per Basis for Projection of Expenses Per Target New Student ExcludingTarget New Student Excluding

Omnibus ExpensesOmnibus Expenses

PROJECTED NO. BUDGET PER

OF STUDENTS STUDENT

Career Talk 4,500.00 90Leaflets/ brochures 4,000.00 20 189.00/ new student

Seminar workshops 18,000.00 30Omnibus ads - 13

TOTAL Php 26,500.00 140 Ratio = 1: 189.00

STRATEGY BUDGET


CCPCCP

BUDGETBUDGET

OMNIBUS ADSOMNIBUS ADS

c/o Marketing/ Admission/ Administration – to be shared

to all Colleges. Ads expenses ÷ total number of

New students (all colleges)Expenses ratio per student

CAREER TALKCAREER TALKTarget School = 15

Projected Expenses/ School = Php 500.00= Php 7,500.00

LeafletsLeaflets

$$$

$ $

$

$

CCPCCP

PP


CCPCCP

CCPCCPPP

$ $$

$ $

$

$

LEAFLETSLEAFLETS

20 times/ areas @ 200 brochuresto be distributed / areas20 @ Php 300.00/ area

= Php 6,000.00

SEMINARS/SEMINARS/WORKSHOPSWORKSHOPS

12 Seminars to be conducted =Php 1,500.00/ Seminar

= Php 18,000.00

BUDGETBUDGET

LeadershipLeadership

CCPCCP

CCPCCPPP

CCPCCPPP CCPCCP

PP

CCPCCPPP

CCPCCPPP

CCPCCP

CCPCCP

PP

CCPCCP

PP

PP CCPCCP

CCPCCP

CCPCCPPP

CCPCCPPP

CCPCCPPP

CCPCCP


PROPOSED MARKETING PLANPROPOSED MARKETING PLAN

OBJECTIVES:OBJECTIVES:

1.1. To evaluate existing marketing campaign programTo evaluate existing marketing campaign program vs. the actual output.vs. the actual output.

2.2. To formulate a sensible Marketing Plan for To formulate a sensible Marketing Plan for SY 2006 – 2007.SY 2006 – 2007.

A. SCHOOL TO SCHOOL CAMPAIGNA. SCHOOL TO SCHOOL CAMPAIGN( Present strategy used by the Marketing Department)( Present strategy used by the Marketing Department)

B. OTHER MARKETING PROGRAMSB. OTHER MARKETING PROGRAMS




1.1. Mailers Mailers

1.1 Consolidate all data base gathered from 1.1 Consolidate all data base gathered from the career orientation campaignthe career orientation campaign1.2 Identify target for follow up.1.2 Identify target for follow up.1.3 Prepare the mail to be sent out to the 1.3 Prepare the mail to be sent out to the prospective enrollees.prospective enrollees.1.4 Send brochures.1.4 Send brochures.

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2.2. TelemarketingTelemarketing

2.1 Based on the data base gathered and data 2.1 Based on the data base gathered and data from the inquiry logbook, list down the from the inquiry logbook, list down the prospective enrollees.prospective enrollees.2.2 Prepare a “call schedule.”2.2 Prepare a “call schedule.”2.3 Call each prospective enrollees and follow- up2.3 Call each prospective enrollees and follow- up their enrolment status.their enrolment status.




3.3. Mail box drop and Newspaper InsertionMail box drop and Newspaper Insertion

3.1 Assign and spearhead insertion of brochures3.1 Assign and spearhead insertion of brochures to mail box/ newspaper in the identified areato mail box/ newspaper in the identified area within the 8 km. school radius.within the 8 km. school radius.3.2 Make a daily target.3.2 Make a daily target.3.3 Supervise and check if the activity is 3.3 Supervise and check if the activity is implemented as planned.implemented as planned.




4. 4. Leaflets and Brochures DistributionLeaflets and Brochures Distribution

4.1 Identify strategic place where the distribution4.1 Identify strategic place where the distribution will take place.will take place.4.2 Assign personnel who will handle the4.2 Assign personnel who will handle the distribution.distribution.4.3 Make a daily target.4.3 Make a daily target.4.4 Monitor the campaign.4.4 Monitor the campaign.

College of Arts and

Sciences

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Table 5Table 5

Enrolment Growth Trends of the College of Arts andEnrolment Growth Trends of the College of Arts andSciences, SY 2000 – 2001 to SY 2004 – 2005Sciences, SY 2000 – 2001 to SY 2004 – 2005

SCHOOL YEAR 1ST SEMESTER VARIANCE ENROLMENT GROWTH

( % )

2000 - 2001 2872001- 2002 286 -1 -0.352002 - 2003 273 -13 -4.762003 - 2004 255 -18 -7.052004 - 2005 218 -37 -16.972005 - 2006 204 -14 -6.86

-83 -35.7

-16.6 -7.14AVERAGE

TOTAL


Evident from Table 5 are the number of enrollees from School Years 2000 to 2005, first semesters. The average of enrolment growth is – 7.14 per cent, which means That there was no significant increase in enrolment for the last five years. Furthermore, it shows that the College of Arts and Sciences loses an average of sixteen (16) to seventeen (17) students per school year.


Table 6Table 6

Enrolment Dropout Trends of the College of Arts andEnrolment Dropout Trends of the College of Arts andSciences, SY 2000 – 2001 to SY 2004 – 2005 Sciences, SY 2000 – 2001 to SY 2004 – 2005

SCHOOL YEAR VARIANCE DRPOUT

1ST 2ND %

2000 - 2001 287 253 34 11.85

2001- 2002 286 260 26 9.09

2002 - 2003 273 238 35 12.82

2003 - 2004 255 252 3 1.18

2004 - 2005 218 191 27 12.38

2005 - 2006 204

125 47.32

25 9.46

TOTAL

AVERAGE

SEMESTER


Table 6 shows that the average dropout (withdrawal of enrolment, transfer to another school, official and unofficial dropping from the roll) is 9.46 per cent. This means that the College of Arts and Sciences loses an average of twenty- five (25) students per school year based on the enrolment difference between the first semester and the second semester.


Formula: Variance = CNS – PNS Growth = Variance X 100 PNS where in: CNS - Current New StudentPNS – Previous New Student

Table 7

Enrolment Growth Trends Based on the Number of New Students of the College of Arts and Sciences,

SY 2004 – 2005

SCHOOL YEAR OLD NEWSTUDENT STUDENT

2004 - 2005 185 35 218

2005 - 2006 131 73 204

1ST SEMESTER

TOTAL

VARIANCE 38Percentage of Growth 109%


Table 7 shows the enrolment growth trends based on the number of new students of the College of Arts and Sciences from first semester of school year 2004- 2005 to first semester of school year 2005- 2006. The variance between school year 2004- 2005 and 2005- 2006 is 38 with a percentage growth of 109.


Table 8

Three Year Enrolment Projection of the College of Arts and Sciences Based on the Percentage Growth of New

Students, SY 2006- 2007 to SY 2008- 2009

SCHOOL YEAR OLD NEW GRADUATING DROPOUT

STUDENT STUDENT STUDENTS STUDENTS

2006- 2007 134 153 287 45 25

2007 - 2008 217 320 537 45 25

2008 - 2009 467 669 1136

TOTAL

PROJECTED STUDENT PROJECTED


Table 8 presents the three year enrolment projection of the College of Arts and Sciences based on the percentage growth of new students between the school years 2004- 2005 and 2005- 2006 during the first semester which is 109% (see Table 7). The previous number of new students (73, see Table 7) has to be multiplied with the percentage growth of 109% and add to the previous number of new students (Projected New Students = 73 x 109% + 73). The projected dropout students (withdraw enrolment, official and unofficial dropping, transfer) of 25 were taken from Table 4. The projection of the graduating students was based on the number of fourth year students who are graduating school year 2005- 2006. The same was applied to the succeeding school years.


C. RETENTION OF STUDENTSC. RETENTION OF STUDENTS

Phase 3Phase 3Phase 2Phase 2AcclimatizationAcclimatization ResponsibilityResponsibility

AcceptanceAcceptancePhase 1Phase 1 Productivity Productivity Phase 4Phase 4

RETENTIONRETENTION

Retention ModelRetention Model



ACCEPTANCEACCEPTANCEPHASE 1PHASE 1

1. General Orientation

2. Meet the Dean and the faculty members

3. Get to know the old students and new classmates/ friends

4. Learn about the campus

5. Develop academic and social connections

ACCLIMATIZATIONACCLIMATIZATIONPHASE 2PHASE 2

1. Build positive climate

2. State clearly the retention policies of the school

3. Proper Channel of communication



RESPONSIBILITYRESPONSIBILITYPHASE 3PHASE 3

1. Invite senior level students to accept leadership roles.

3. Assembling a well prepared package of current leadership resource materials for distributions.

2. Organize leadership seminar.

PRODUCTIVIITYPRODUCTIVIITYPHASE 4 PHASE 4

1. Develop a positive self-image

2. Attitude for success

3. Use of time effectively

4. Effective use of college resources



PRODUCTIVIITYPRODUCTIVIITYPHASE 4 PHASE 4

1. Develop a positive self-image

2. Attitude for success

3. Use of time effectively

4. Effective use of college resources

ACCEPTANCEACCEPTANCEPHASE 1PHASE 1

1. General Orientation

2. Meet the Dean and the faculty members

3. Get to know the old students and new classmates/ friends

4. Learn about the campus

5. Develop academic and social connections


commitmencommitmentt

Academic successAcademic successinvolves:involves:disciplinediscipline

efforteffort


STUDENT RETENTION INSTUDENT RETENTION INHIGHER EDUCATIONHIGHER EDUCATION

We have approached and are experiencing a new era inhigher education. Fewer students are attending college/university. The schools have difficulty in attracting high caliber students, who tend to go to government schoolsthat offer lower tuition fees.

The make up of the student body is unlikely to change.Many institutions need to respond to a new responsibility. Traditional techniques and strategies may have to be changed to meet the demand. The problem of studentretention has become very serious. Average percentage drop out rate is 9.46, the majority being lost during their first year of study.

What do I think


MOST COMMON REASONS FORMOST COMMON REASONS FORDROPPING OUT OF SCHOOLDROPPING OUT OF SCHOOL

Home sicknessHome sickness

Board with courseBoard with courseFailing GradesFailing Grades

FinancialFinancial

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Home sicknessHome sickness

Statistically, the first reason Statistically, the first reason is not that significant, and is not that significant, and there is little a school can do there is little a school can do to respond to this problemto respond to this problemexcept for ensuring that except for ensuring that counseling is available in counseling is available in these circumstances.these circumstances.



The second reason is very common.The impact of student fees and thereduction in the availability of scholarship grants has taken effect.students have to supplement their financial needs by taking a part timejob which later have an adverse effect on their academic performance.FinancialFinancial

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Board with courseBoard with course

This reason for withdrawal of students This reason for withdrawal of students can be addressed by introduction of can be addressed by introduction of innovative teaching methods that may innovative teaching methods that may create a more committed student body.create a more committed student body.For example, making use of newFor example, making use of newTechnology, or student centered Technology, or student centered learning.learning.



Failing GradesFailing Grades

Evidence shows that this is theEvidence shows that this is themost significant reason for studentmost significant reason for studentlosses during their first year atlosses during their first year atcollege.college.

Reasons for failure:Reasons for failure:

1.1. Poor quality teachingPoor quality teaching2.2. Lack of attendanceLack of attendance3.3. Lack of abilityLack of ability


Institutions have aresponsibility to theirstudents to provide ahigh standard of education which includes quality teaching.


RETENTION STRATEGIESRETENTION STRATEGIES

1. Maintain a congenial classroom atmosphere.2. Early identification of student concerns.3. Higher tolerance for inaccuracy at the beginning of the course.4. Evaluation of teaching time management ( varied, purposeful student-centered activities).5. Promote study groups and the use of peer tutors.6. Review language mechanics ( English grammar ).7. Develop rapport with each class, each students.8. Incorporate video and emerging technologies.9. Overt learner strategy training (teaching learners how to learn).


COST – CUTTING STRATEGY:COST – CUTTING STRATEGY:

1. Instructional Expenses1. Instructional Expenses

a. Reduce 10% of teacher cost by increasing the number of students per class, from 1:45 to1:50. b. Reduce office supplies expenses by 30%, by: * recycling used bond papers * control the use of printer ink, by using the econo print * control the use of office supplies by using a stock card and listing the daily consumption of the office c. Reduce the instructional expenses by 50% * control the issuance of chalk to faculty members

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22. Operating Expenses a. Decrease electric consumptions by 10% * Schedule the use of air conditioning unit, from 8:30am to 12:00nn and 1:30pm to 6:30 pm * Use only one unit if there are only few teachers in the office * Strictly monitor the classroom use of electric fans and lights: - Students should not be allowed to stay inside the classroom if there is no class - Assign roving faculty member to check the classrooms every hour (all faculty members will be assigned at a particular time to check the classrooms at the PR Bldg.)

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3. Un-collectible Account (Reduce by 30%)3. Un-collectible Account (Reduce by 30%) a. Strict implementation of the “NO PERMIT, NO EXAM” policy. b. Any faculty member that will allow student to take the exam will pay the corresponding amount the student is scheduled to pay. c. The Accounting Office should provide the department the list of students with unpaid balances or with accountabilities. d. The Office of the Dean will inform the parents of the existing unpaid balances or accountabilities of their children enrolled in the college. A follow- up call or letter reminding them of the unpaid balances.

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Projected Budget Cost- Cutting SchemeProjected Budget Cost- Cutting SchemeTable 9Table 9

Uncollected accounts

Electric --------- 10 % 10,000.00

Instructional Expenses

58,903.80 50 % 29,451.90

Office supplies 38,426.77 30 % 11,528.03

Faculty- StudentRatio

3,586,657.79 10 %

Account Details Actual Expenses Percentage ofReduction

Cut Amount

358,665.78

463,053.15 139,059.4530 %

TOTAL --------- --------- 548,705.16

TEN COMMANDMENTS OF CLIENT TEN COMMANDMENTS OF CLIENT RETENTIONRETENTION1. Client retention begins with the right Clients under the right1. Client retention begins with the right Clients under the right term.term.

2. Start the contract according to Client’s expectations.2. Start the contract according to Client’s expectations.

3. Expect your Client to have expectations you didn’t think they3. Expect your Client to have expectations you didn’t think they would have.would have.

4. Always protect your Client’s interests.4. Always protect your Client’s interests.5. Client retention is not an event, it is a daily process.5. Client retention is not an event, it is a daily process.

6. When people change, everything has the potential to change.6. When people change, everything has the potential to change.

7. Keep track of past Clients throughout their careers.7. Keep track of past Clients throughout their careers.

8. The worst time to renew a contract is when it is due for 8. The worst time to renew a contract is when it is due for renewal.renewal.9. The end of the contract doesn’t have to mean the end of a9. The end of the contract doesn’t have to mean the end of a relationship.relationship.

10. How you close a contract is just as important as10. How you close a contract is just as important as how you start one.how you start one.

An institution committed An institution committed to student success…to student success…

must also be committed must also be committed to student retention …to student retention …

Thank you …..Thank you …..

Prepared by:Prepared by:

MARICAR P. BENEDICTO, Ph.D.MARICAR P. BENEDICTO, Ph.D.Dean, College of Liberal Arts Dean, College of Liberal Arts

August 24, 2005August 24, 2005

Documents

CENTRAL COLLEGES OF THE PHILIPPINES COLLEGE OF ARTS AND SCIENCES