Capturing The Heights of The Market: An Appreciative Inquiry on the Marketing Strategies of an Adventist Higher Education Institution

Abstract

In an era defined by increasing competition, changing demographics, and evolving student expectations, marketing has emerged as a critical tool for higher education institutions to attract, retain, and engage students effectively. Students not attending SDA academies and colleges are increasing. Within the context of Adventist higher education institutions, which are guided by a commitment to holistic education and values-based learning, the need for strategic marketing initiatives is more pronounced than ever. Anchored on Marketing Mix theoretical framework, espousing appreciative inquiry, the study intends to initiate change to the current marketing practices among Adventist HEIs. The setting of the study is an Adventist college located in the Southern Philippines. The study was participated by four administrators, and two groups of chairpersons and senior students. Data was gathered through in-depth interviews, focus group discussion, and document analysis. In analyzing, the spiral data analysis of Creswell and Poth and 4D design of Cooperrider, Whitney, and Stavros was adopted. The study aims to develop comprehensive marketing strategies to make this integral process exhaustive, efficient, and sustainable. In conclusion, the findings of the study highlight the importance of aligning marketing strategies with the institution's mission and vision, emphasizing accessibility to education, fostering a connection to God, and committing to service. While current practices include vigorous promotional efforts, the ideal strategies should focus on establishing a center of excellence that embodies Adventist values, expanding educational opportunities, and enhancing promotional structures. Achieving these goals requires a consistent review of strategic plans, effective market research, collaborative partnerships, compliance with best practices, and the implementation of data-driven approaches. By adopting these strategies, Adventist higher education institutions can strengthen their marketing efforts and better serve their communities. Conducting quantitative research on marketing strategies fit among Adventist HEI is recommended.