University of Makati

J. P. Rizal Ext., West Rembo, Makati City

THE EFFECTIVENESS OF MARKETING STRATEGIES IMPLEMENTED BY

SMALL-TIME BUSINESS OWNERS IN UNIVERSITY OF MAKATI

A research proposal submitted to the Higher School ng UMak (HSU)

In partial fulfillment of the requirements for the Applied subject

Corpuz, Ciela

Dumat-ol, Alliyah

Griarte, Sophia

Narido, Juliana

Pialago, Johan

Ybañez, Ma. Willbeth

G12-02 ABM

Dinah M. Licos
Professor, Practical Research 2

November 2024

1
 TABLE OF CONTENTS

Title . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

CHAPTER

1 INTRODUCTION

Background of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Significance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Scope and Limitations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Theoretical Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Conceptual Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

CHAPTER 2

Research Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Population and Sampling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Research Locale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19

Research Instrument. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Data Gathering Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 23

2
 Analysis of Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Statistical Treatment of Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Validation of the instrument . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Research Permission and Ethical Considerations . . . . . . . . . . . . . . . . . . . . . . . 27

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

3
 CHAPTER 1

INTRODUCTION

Background of the Study

Marketing strategy refers to a comprehensive plan that outlines the goals, tactics or strategy,

and resources necessary to achieve a business's marketing goals and objectives. A proper

marketing strategy allows the business management to choose between several investments and

not lose the opportunity cost. Develop marketing strategies that effectively address the specific

needs and preferences of the target market, leading to maximum profitability (Shubita, M. F.

2023). It comprises comprehending the target market, designing distinctive marketing

techniques, and executing successful marketing expectations. Marketing strategy plays a crucial

role in a business's success. It's like an instruction that guides businesses in executing their target

market and achieving their goals (Giyazova, N. B., & Davlatov, S. S. 2021).

The success of every business depends on adapting itself to the environment within

which it functions (Oluremi and Gbenga, 2011). Environment is expressed as the total of the

external forces that influence individuals, businesses, and communities (Oginni and Faseyiku,

2012). Profitability is also an indicator that measures the financial performance of industrial

firms and reflects the ability and efficiency of the marketing management in exploiting its

capabilities and financial resources in a way that contributes to achieving its objectives in

obtaining profits (Cherian et al., 2019). Hard work, entrepreneurial, and managerial skills are

important keys to the performance of small businesses and in achieving the goals and objectives

of the business.

4
 Entrepreneurship is a vast topic in its scope, involving a lot of skills and difficulties.

Smart entrepreneurs know that one of the most critical factors in their success is effective

operating practices. This suggests that those who have strategic insight and risk prudence could

benefit highly. In addition, they often exhibit ideativity by quickly identifying and developing

marketplace opportunities that create innovative ideas to produce valuable products or services.

This requires careful resource allocation of things such as time, money, or skills with inherent

risks in competitive settings. (Karna, 2023). Being an entrepreneur is not just about high risk and

difficulties (as frequently portrayed) but also very much about embracing them, because most

entrepreneurs thrive on the challenges. This means that from a rational decision-making

perspective, one should avoid risk. Nevertheless, in general, entrepreneurs are those who defy

this logic, engaging with uncertainty sooner rather than later. Hurdles include instability, stress,

negativity, feeling overwhelmed, lack of support, and the urge to quit. There are complexities to

developing a business of any size and any kind. Not to mention just being so new compared to

successful businesses navigating the flows of upscaled business dynamics while already making

money from just about every conceivable angle. (Banerjee, 2023).

Sustainability refers to the ability to meet the needs of the present without compromising

the ability of future generations to meet their own needs. Running a small business can provide

several problems for small-time business owners, such as struggling with their small business

obligations and having little funding. Effective marketing strategies are a necessary part of

sustainable growth for small businesses. Many small businesses have dissolved due to their

failure to implement successful marketing strategies for their businesses (Luamba, 2020).

Flexibility and time management are also essential to them. According to Luamba (2020). The

findings of this study could be beneficial in improving business processes by providing small

5
business owners with sufficient information to help them sustain their businesses for long-term

sustainability. Furthermore, this study's findings can expand on the previous literature on

marketing strategies for small-time business owners.

Utilizing a variety of strategies to increase customers’ knowledge about the products and

services in aspects of marketing. Digital marketing is used as a tool for marketing. The majority

of individuals in our generation have access to the internet, and with just a few clicks, you can

purchase anything you need. According to Strauss. J (2006) Digital marketing is defined as the

information technology in the process of creating, communicating, delivering value to customers,

and managing customer relationships in ways that benefit the organization and its stakeholders.

While traditional marketing includes print advertisements, such as newspapers, billboards, and

flyers, as well as television and radio spots, consumers will be able to see and touch the product

or services they would like to buy. The world has changed to become a very digital one.

Investing in a digital campaign makes sense given the rise of the digital era. While traditional

marketing is still relevant, its influence continues to decrease in the era of digital media. Today's

businesses need to have a website and use the internet to communicate with their customer base.

Information may spread swiftly online by employing social media share buttons on your email,

social media channels, and website. One effective marketing tool is digital marketing. It enables

us to market the desired item or service to the desired target customer at the desired time and

place (Vinothalakshmi, 2019).

6
Significance of the Study

Small-time business owners. This study provides business owners the information they

need to evaluate their business's strengths and weaknesses in more detail which helps

them determine their target market and areas for improvement. As a result, business

owners may manage their time and resources more efficiently if they are aware of the

areas that need development and demonstrate the perseverance to overcome obstacles.

Business owners can additionally identify areas for growth and innovation through this

study, which is necessary to keep their businesses sustainable

Students. Students are expected to gain a prior overview to expand their knowledge

regarding the strategies of business owners and that they are capable enough to handle a

business. Therefore, they will not have difficulties when it comes to the strategies they

will implement in their small business. The study seeks to equip them with a deeper

understanding of the business world.

Future Researchers. This study contributes to expanding the topics and discussion and

supports aspiring researchers in gaining knowledge that will benefit and help them

explore the results of the studies. Researchers in the future could gain insights into the

implementation of effective marketing strategies

7
Statement of the Problem

This study aims to understand the marketing strategies employed by University of Makati (HSU)

students who own small businesses. The questions that follow are intended to be answered in this

study:

1. What are some common challenges that small business owners face when marketing their

products?

1.1 Lack of experience

1.2 Limited time

1.3 Insufficient financial resources

1.4 Competitive market

2. What are the effective marketing strategies students implement for their small

businesses?

2.1 Traditional Marketing Approach

2.2 Digital Marketing Approach

3. Can the implementation of effective marketing strategies significantly impact the success

and growth of a small business?

4. In what ways can small-time business owners optimize the sustainability of their business

even if they have numerous competitors?

8
Scope and Limitations

This study will focus on the effectiveness of marketing strategies implemented by

small-time business owners operating within the University of Makati campus, Makati City for

the year 2024-2025. The respondents of the study are small-time business owners who use

various marketing strategies without knowing the effectiveness of it in their small business.

Theoretical Framework

SWOT Analysis Theory

This study is supported by the theory of the SWOT Analysis. According to Gurl E.

(2017), a SWOT analysis is a tool applied in businesses for strategic management as well as

planning. It is a useful tool in establishing both competitive and organizational strategies. SWOT

is an abbreviation that stands for "strengths," "weaknesses," "opportunities," and "threats."

Furthermore, SWOT analysis has two aspects which are internal and external.

The internal aspect comprises organizational factors such as strengths and weaknesses,

whereas the external aspect consists of environmental factors such as opportunities and threats.

Strengths and opportunities are considered favorable factors that can help an organization

achieve its objectives, while weaknesses and threats are unfavorable factors that can hinder

progress (Sharath Kumar C.R, 2023). By conducting a SWOT analysis, organizations can

develop strategies to leverage their strengths, address their weaknesses, capitalize on

opportunities, and mitigate potential threats. This analysis helps organizations make informed

decisions and create effective plans for achieving their goals. SWOT analysis is a standard

9
business strategy tool that looks at the strengths, weaknesses, opportunities, and threats. Strategic

fit is the counterpart to market tradeoffs in establishing an appropriate alignment between

internal resources and capabilities on one hand, and opportunities and threats in the external

environment of a firm on the other (Dalton, 2019). SWOT analysis has been common in the

business literature for over five decades (Madsen, 2016). SWOT analysis is a vital strategy in

strategic planning and management as it allows the organization to evaluate its internal and

external environment for proper goals and objectives. But it evolves in a way different from

further management ideas and hence provides useful insights into management fashion research

(Madsen, 2016).

7ps Marketing Mix Theory

The seven aspects of the 7Ps marketing mix are product, price, process, promotion, place,

physical evidence or packaging, and people. It offers several techniques to improve the

developing small business even further. The marketing mix is also a tool that provides a way to

give your target market a well-improved product. Additionally, it's an approach to satisfy

consumers (Saidani & Sudiarditha, 2019). The marketing mix is an instrument small business

owners can utilize to enhance a business. The marketing mix is crucial for the success of any

small business since it may help in numerous ways, particularly in promoting against competitors

and other potential issues. The 7Ps Marketing Mix assists businesses in improving their products,

services, and sales, which leads to positive feedback and improved consumer satisfaction

(Saidani & Sudiarditha, 2019). Small company owners will also learn multiple strategies that

they may efficiently establish to further strengthen their small business by implementing the 7p's

Marketing Mix.

10
Segmentation, Targeting, and Positioning (STP) Theory

The Segmentation, Targeting, Positioning (STP) Theory is a strategic approach in modern

marketing that can help in maintaining the business. This is commonly used in marketing for

training various strategies, where business owners recognize it as an effective way to market and

also a communication skill. According to Antara M. & Lestari P. (2022) that if the segmentation

is wrong, it will reduce the effectiveness of decision-making in determining the target market and

determining the position of the product in the minds of consumers. The center of STP Theory

are: First is segmentation, which involves different broad target markets into smaller subsets of

consumers who share similar needs and characteristics, such as demographics, psychographics,

geographic location, or behavioral patterns, to know the marketing strategies to use. This allows

marketers to adapt their strategies and offerings to meet unique expectations or quality and

different customer needs. This view implies that society is considered a market that inhabits

several segments. In general, segmenting is an effort to map or sort out consumers according to

relatively similar needs and quality of the product. Next, targeting this involves evaluating each

segment's attractiveness and potential profitability and then choosing the segments that align

with the company's resources and objectives. Determining a target market is the next stage of

Segmentation analysis. The product of the targeting is the target market, which is one or several

market segments that will be the focus of marketing activities and goals. The last positioning

differentiates the product from competitors and communicates its unique marketing strategies to

the target segment or customer. This involves creating a resonance with the target audience and

effectively communicating the product's or service's benefits. And also related to how consumers

place your product in their brain, in their imaginary realm, so that potential customers have

certain judgments and identify themselves with the product (Antara M. & Lestari P, 2022).

11
 Marketing segmentation has its primary goal of "improving your company's competitive

place and more effectively attending to your customer's demands.” This allows the marketer to

tailor their strategies to meet unique customers' expectations. Therefore, the STP theory is crucial

to a successful marketing strategy in gaining an advantage for business owners (Antara &

Lestari, 2022).

Consumer Behavior Theory

This theory focuses on understanding the reasons behind consumers’ decision to purchase

certain products or goods for personal use. The aim of this theory is to examine the various

factors that influence consumer decisions, as well as the factors affecting these choices.

Consumer behavior, in the words of Anderson & Golden (1984), entails the psychological

procedures that consumers go through when they identify their wants, seek for solutions to those

needs, decide what to buy, evaluate information, develop plans, and carry out those plans.

Understanding consumer buying behavior and the decision-making process is important for

businesses and marketers, as it can help them create effective marketing strategies to get

consumers to buy their products (Roy and Datta 2022). By studying this theory, small business

owners can create products that can appeal to the consumers by its motivation and influences

such as society, emotions, beliefs, preferences and personal values. This can lead the businesses

to an increase in profit, customers loyalty and business success.

PESTLE Analysis Theory

A PESTLE analysis (formerly known as PEST analysis) is a framework or tool for

strategic analysis and negotiations used to analyze and monitor the macro-environmental factors

12
that may have a profound impact on an organization's performance (Hassan, D. N., Aboki, H., &

Audu, A. A. (2019). This tool is especially useful when starting a new business. PESTLE is an

acronym that stands for political, economic, social, technological, environmental, and legal

factors.

This theory can help small-time business owners understand various factors that

influence their operations. These factors include political, economic, social, technological, legal,

and environmental factors. Political factors influence the economy, while economic factors like

inflation and interest rates directly impact businesses. Social factors include demographics and

health consciousness. Technological factors influence production efficiency, quality, and

outsourcing decisions. Legal factors involve laws related to business activities, Environmental

factors affect industries like farming and tourism (Hassan, D. N., Aboki, H., & Audu, A. A.

(2019). By conducting pestle analysis into their marketing strategies, small-time business owners

can better understand the external factors that influence consumer behavior and market

dynamics. This enables them to adapt their marketing efforts to align with current trends and

conditions, ultimately improving their competitiveness and effectiveness in the marketplace.

13
CONCEPTUAL FRAMEWORK

Figure 2.INPUT, PROCESS AND OUTPUT

14
 The conceptual framework uses the IPO, which contains input, process, and output.

Researchers will make sure to understand and expand it further during interviews and surveys

with small-time business owners. Respondents are small-time business owners, who own small

businesses. The survey questionnaire includes questions such as the demographic profile of the

small-time business owners (age and status), information about their businesses as well as the

strategies used to manage their businesses and their business name. The same questions will be

applied during the interview process. However, there are common variables that cause problems

in managing their businesses, which are time management, financial instability, and debt.

To better understand the importance of this study, researchers conducted semi-structured

interviews and Survey Questionnaires via Google Forms. By utilizing these research instruments,

the researchers realized how important the experiences that entrepreneurs had to go through in

developing their small businesses. In conclusion, after responding to the questionnaires via

Google Forms and conducting interviews, the researchers will organize the data to better

understand how important marketing strategies are for small-time business owners when it

comes to their small businesses.

15
 CHAPTER 2

Research Design

The aim of this study is to assess how effective marketing strategies used by University of

Makati owners of small businesses are. The researchers' will adopt a quantitative research

approach which is survey research as the primary method for collecting data. Businesses of all

sizes frequently utilize it to comprehend and evaluate emerging trends, consumer preferences,

and viewpoints (Question Pro, 2024). Additionally, survey research will enable researchers to

obtain a thorough grasp of small business owners' marketing strategies. The researchers can draw

well-informed conclusions regarding the strategies that work best in this particular situation by

collecting measurable data.

Moreover, to assess the reliability and validity of the research instrument, pilot testing,

test-retest reliability, content validity, and construct validity are all components of descriptive

research techniques that enable researchers to depend on the findings with confidence and make

trustworthy conclusions on the marketing strategies they are studying. Researchers can reduce

bias and errors, improve data quality, boost confidence in survey results, and offer practical

suggestions for enhancing marketing strategies by putting an important goal on research integrity

and using strong descriptive research methods.

The researchers will utilize purposive sampling that focuses on small business owners who

meet certain criteria relevant to the study. The University of Makati's small-business owners will

be the target of the purposive sampling technique, which guarantees that the sample group is

made up of people with firsthand knowledge of the marketing strategies undergoing

16
investigation. Because it enables the researchers to choose participants who have knowledge of

unique opportunities and challenges that small businesses have in a university setting, purposive

sampling is suitable for this study. The researchers can learn more about the strategies being

employed and how they affect the performance of small businesses by focusing on business

owners who have a direct say in marketing decisions.

The researchers will be able to gather useful data on the strategies that tend to be successful

in boosting business performance by choosing participants who have direct experience with

various marketing strategies. Participants will also receive an opportunity to exchange thoughts

for enhancing marketing methods, which may be utilized to create more effective plans for other

small businesses operating in comparable environments. The researchers will be able to collect

determined, informative data employing the purposive sampling approach, which will advance

the knowledge of the researchers to the small business marketing effectiveness.

Population and Sampling

The population of the study are entrepreneurs at the University of Makati who own small

businesses in the school year 2024-2025 and were chosen from among 60 estimated respondents.

The respondents of this study will be the entrepreneurs of the University of Makati. Also, part of

the population is not only limited to students but also those employees who are actively engaging

in the University's activities.

The researchers will use purposive sampling in conducting this study. Purposive

17
sampling relies on the assessment that it would fit the study's objectives of the researchers

(Etikan et al., 2016) when it comes to selecting units of people at the University of Makati with

small businesses. Purposive sampling is a method used to select respondents based on specific

criteria relevant to the research objectives, ensuring that the selected individual has experience,

knowledge, and skills.

To find units, small business owners must currently be at UMAK, actively running a

small business, and willing to participate in the study. This engagement is crucial, as it ensures

that the insights gathered are grounded in real-world experiences and challenges. By focusing on

a specific group of small business owners, researchers aim to gain a deeper understanding of the

various marketing strategies that are currently being employed within this sector. This study will

provide several types of data that may be used to determine frequent small business marketing

mistakes and successful strategies.

Furthermore, these business owners can offer invaluable perspectives on the strengths

and weaknesses of their marketing approaches. Their personal experiences can provide some

insight into which strategies have been successful, which have not, and why some may be more

useful in specific situations. In addition to improving the study, this data will further broaden the

discussion about how small businesses can grow and succeed in an increasingly competitive

marketplace.

18
Research Locale

The University of Makati is a prestigious educational establishment founded in the city of

Makati, which can be found across from Metro Manila. The university is one of the best in town

and located right in Metro Manila. From senior high school through higher education, it provides

a wide choice of academic options. The University of Makati, a public university supported by

the Makati city government and financed by local taxes, is committed to providing its numerous

students with an affordable, varied, and excellent educational experience. The University of

Makati is committed to providing high-quality education to all of its diverse student populations.

The researchers will gather information from students and employees who are small-time

business owners at the University of Makati. The researchers want to comprehend their particular

circumstance, which combines being a student or employee with the responsibilities of being an

entrepreneur.

Respondents of the study

The respondents of the study were carefully selected by the researcher from a diverse

group of individuals, specifically focusing on students and employees who own small businesses.

This demographic was chosen due to their relevant experience and expertise in managing a

business, which provides valuable insights into the topic at hand. In total, the study included 60

respondents, encompassing not only vendors operating within the university environment but

also student entrepreneurs who are actively engaged in running their own enterprises.

To ensure a focused and relevant selection, the researcher employed purposive sampling.

This method was particularly suited to the study’s objectives, as it aimed to thoroughly examine

19
the effectiveness of various marketing strategies implemented by small business owners. By

targeting individuals with direct experience in this area, the researchers were able to gather data

that reflects the real-world challenges and successes faced by these entrepreneurs.

Data collection was conducted through a combination of face-to-face interviews and

online surveys. This dual approach was implemented to accommodate the varying circumstances

of the participants, as not all individuals had the opportunity for in-person interviews.

Face-to-face interactions allowed for more in-depth discussions, while online forms provided a

flexible option for those who preferred or needed to participate remotely. This method of data

gathering ensured that the researcher could capture a comprehensive range of perspectives,

ultimately enhancing the validity and reliability of the findings.

Research Instrument

To accurately assess the effectiveness of marketing strategies applied by University of

Makati small-business owners, the researchers will apply a mixed-methods approach involving

survey interviews and questionnaires. This binary methodology aims to collect a significant

quantity of data to guarantee marketing effectiveness may be investigated in detail from a

number of perspectives.

As part of the research component, Google Forms will be used to distribute organized

questionnaires with 20 carefully constructed items. The purpose of these inquiries is to obtain

exact data about how effective each participant's marketing strategies were. The questionnaire

consists of thre main sections. The first section of the questionnaire will gather demographic

20
information from the participants, including details like their age, gender, years of experience in

business, the type of business they own, and their target market. This demographic data will offer

valuable context for understanding the responses, helping to explore how factors such as the

nature of their business and their experience might shape their views on the effectiveness of

different marketing strategies. The second part will be focused to examine small business

owners' judgments towards the effectiveness of various methods of marketing. The input of

participants will be evaluated using a Likert scale, where 3 means "very effective," 2 "effective,"

and also 1 "not effective at all." The following will allow the analysis of the quantitative data and

give insights into wider trends and patterns in marketing effectiveness.

The businesses' current content marketing strategies are the focus of the third questioning

section. This part aims to assess the types of content strategies used by participants, including

blogs, email campaigns, social media marketing, and other digital content strategies.

Additionally, the research will explore traditional marketing methods, such as print advertising,

direct mail, and events, to provide a comprehensive view of the marketing landscape. By

comparing both digital and traditional strategies, researchers can draw connections between

various marketing methods and business achievements, evaluating the effectiveness of these

approaches and the specific actions implemented.

Semi-structured interviews will be used in this study to evaluate how effectively small

business owners' marketing strategies are working. This approach allows for consistent

questioning while also providing flexibility to explore unique insights and challenges.

Researchers will ask about the types of marketing strategies used and their outcomes, such as

21
sales growth or customer engagement, while also probing deeper based on individual responses.

The semi-structured format ensures that researchers will capture both common patterns and

specific details, providing a comprehensive understanding of how these strategies impact small

businesses.

In order to ensure the validity and reliability of the research instrument, the contents of the

questionnaires and questions for interviews will be guided by the literature that has been

discovered to be relevant to the study. A recent study entitled "Marketing Effectiveness and Four

Ways to Measure It," which was published by Team L in September 2024, will be used in

developing the initial section of the survey questions. This study provides a solid theoretical

foundation to evaluate marketing effectiveness. The outcomes from Albert & Albert's

(September 2024) work "Content Marketing Strategies + Trends," that offers the latest data on

effective content marketing techniques, will be cited in the second section.

Additionally, the researchers will additionally request an instructor or subject-matter experts

to provide criticism of the survey and interview materials to guarantee that they are equally

relevant and methodologically sound. The questions will be revised and the overall standard of

the instrument for research will be raised as a result of this collaborative evaluation process. This

research instrument is designed to provide an in-depth knowledge of the effectiveness of

marketing strategies used by owners of small businesses at the University of Makati by

combining quantitative surveys with structured interviews. The results of the research will

provide important insight to the subject of entrepreneurship, particularly in relation to small

business marketing.

22
Data Gathering Procedure

In the data gathering, the researcher will present a semi-structured data collection process

for gaining insights into the marketing strategies of small-time business owners at the University

of Makati. The initial step involves clearly defining the research objectives to ensure that the data

gathered is relevant and focused. Next, the target respondents, specifically small-time business

owners associated with the university, are identified. Afterward, the researchers will use data

collection instruments, such as questionnaires and interview guides, designed to respond to the

necessary information.

The data collection phase then commences, employing face-to-face interviews to

gather in-depth responses from the target respondents. Additionally, an online Google Form will

be utilized to collect data from a wider pool of participants. Once the data is collected, it

undergoes study analysis and interpretation to extract meaningful insights. The final step

involves reviewing and disseminating the findings to relevant businesses, including small-time

business owners, future business owners, and academic communities, to inform marketing

interventions and support the growth of these businesses.

Analysis of Data

This quantitative study aims to evaluate the effectiveness of marketing strategies among

small business owners within the University of Makati by surveying and interviewing a sample

of 60 participants from purposive sampling, who comprised both student entrepreneurs and

employees of the university. Utilizing a semi-structured questionnaire through face-to-face

interviews and Google Forms, the data gathered were about the perceived effectiveness of

23
various marketing approaches. However, the general effectiveness of respondents' strategies was

rated on a scale of 1 to 3. Thus, one gets an overall view of what is happening in this

entrepreneurial community regarding marketing aspects. The study gives insights on how various

marketing strategies can affect the company's success. It also provides a better understanding of

the challenges and opportunities faced by the business owners in a University setting.

Additionally, the results can help improve future marketing strategies and guide efforts to

support small businesses in the university community.

Descriptive statistics showed that social media marketing was highly favored since it was

often rated as "very effective," while traditional marketing methods scored relatively low on

effectiveness. Qualitative insights from interviews were the challenges small business owners

face in implementing these strategies, such as limited resources, time management, and

competition. These narratives complemented the quantitative findings, emphasizing the need for

business owners to enhance their marketing knowledge and adapt to modern trends. Some

business owners said they need more help in using social media ads or other digital tools to

promote their business. Others mentioned that it’s hard for them to find time to learn new

marketing strategies while also running their businesses. This highlights the importance of

offering more accessible resources and training to help entrepreneurs stay competitive in the

fast-evolving market.

24
Statistical Treatment of Data

To analyze the collected data, researchers will use a likert scale to be employed to

measure the perceived effectiveness of various marketing strategies. Respondents will rate each

strategy on a scale of 1 to 3, where 1 represents "not effective at all," 2 represents "effective,"

and 3 represents "very effective.”

The researchers will use descriptive statistics to provide a summary of the data. This

means calculating measures of central tendency, such as the mean, median, and mode, to

determine the average, middle value, and most frequent response, respectively. Also, measures of

dispersion, including standard deviation and range, will be computed to assess the variability

within the data. Frequency distributions and cross-tabulations will be used to analyze the

distribution of responses and identify relationships between different variables, such as the

association between the use of specific marketing strategies, marketing engagement, and

business performance of Small businesses. By employing these statistical techniques, researchers

can gain valuable perceptions of the effectiveness of marketing strategies employed by

small-time business owners at the University of Makati. The analysis will be able to identify the

most effective strategies, identify areas for improvement, and inform future marketing efforts.

Mean Range Descriptive Equivalent

Raters Description

Very Effective Reflecting the highly effective marketing

25
 (3) strategies

Effective Reflecting the mastery of effective marketing

(2) strategies

Not Effective at all Reflecting on the not use or not effective

(1) marketing strategies

Validation of the instrument

To ensure the validity of data on the effectiveness of marketing strategies, the researcher

used instruments that have been designed to gather the data that shows marketing strategies

implemented by small-time business owners. The researchers will use a systematic approach to

ensure the validity of the study. The published literature, which includes research on content

marketing and marketing effectiveness, will serve as the basis for the survey and interview

questions. Team L's study on marketing efficacy will serve as the basis for the first part of the

survey, while Albert & Albert's research will provide insights into content marketing strategies in

the second part.

By collecting feedback from experts, the researchers will make sure the research

instrument is valid and reliable. These experts will examine the interview and survey questions

to assess whether they are relevant, clear, and aligned with the objectives of the research.

Researchers will evaluate each question to ensure that it accurately captures the information

needed for the study, while also considering the language to ensure clarity of understanding.

26
Additionally, they will identify any potential biases or inconsistencies in wording that could be

misinterpreted by respondents. Through their feedback, the researchers will be able to refine and

enhance the questions, ensuring they are both appropriate for the intended demographic of

entrepreneurs with small businesses and effective in addressing research aims. This process of

expert review will help to optimize the survey and interview instruments, increasing the

reliability and validity of the research findings. The review procedure will also guarantee that the

questions are able to gather significant data and appropriately convey the key concepts from the

literature. The questions will be further polished to improve efficiency and clarity for the final

data collection after professional feedback. A pilot test will also be conducted with a small group

of small-business owners to further refine the questions based on their feedback.

The researchers will ensure content validity by aligning the questions with the key

themes from the literature, such as digital and traditional marketing strategies. By combining

expert reviews, pilot testing, and alignment with existing research, the researchers aim to create a

valid and reliable instrument that will provide credible insights into the marketing strategies of

small-business owners at the University of Makati.

Research Permission and Ethical Considerations

This study will follow ethical guidelines to protect the rights and privacy of all

participants. First, respondents will receive clear and comprehensive information about the study,

including its goals, how data will be collected, and how their responses will be used. The

researcher will also obtain informed consent forms and ensure that the tools used in the study are

27
approved. The consent form will outline the respondents' rights and the study's requirements,

ensuring that their information will be kept confidential. This will help them make an informed

choice about whether to take part. In order to make the respondents feel secure and free from

pressure to take part, respondents will also be told that they are allowed to withdraw from the

research at any moment without facing any consequences.

Confidentiality is an important consideration. All personal and business information

shared by participants will be kept private, with the final data gathered anonymized or without

any identifiable information. This ensures that respondents’ privacy is maintained and

encourages them to share their marketing strategies honestly. Since many business owners may

use unique or specific marketing strategies, it is especially important to protect their information

to prevent revealing crucial data to competitors.

Participation will be completely voluntary, small-time business owners will be invited but

they are not obligated to participate in answering the interview and survey. They can choose to

participate or withdraw at any time without facing any consequences, respecting their autonomy.

By following these ethical standards, the study will collect valuable insights while establishing

trust and ensuring that participants feel safe and respected throughout the process.

28
REFERENCES:

Adilova, V. (2023). AN OVERVIEW OF SWOT ANALYSIS THEORY AS A STRATEGIC

MANAGEMENT INSTRUMENT. ANCIENT LAND.

https://doi.org/10.36719/2706-6185/11/60-63

Albert, & Albert. (2024, September 19). Top 5 Content Marketing Strategies + Trends &

Challenges for 2023. Digital Silk.

https://www.digitalsilk.com/digital-trends/content-marketing-strategies/

Antara, M., & Lestari, P. W. (2022). SEGMENTING, TARGETING AND POSITIONING

THEORY.

https://cdn.fbsbx.com/v/t59.2708-21/441548375_976644360654605_1374393622540884

899_n.pdf/INCREASE_SALES_OF_BREM_BALI_DEWI_SRI_PRO-1.pdf?_nc_cat=11

1&ccb=1-7&_nc_sid=2b0e22&_nc_ohc=v4ojoYz0r2oQ7kNvgG7IBsS&_nc_pt=1&_nc_

ht=cdn.fbsbx.com&_nc_gid=AGL6yqs6ZlXb9wtdg4zqD81&oh=03_Q7cD1QEat7y3oS

YokRuP6TUWp-IkEoOF-qd1UC3PKbOYpWHdoQ&oe=670661E8&dl=1

Banerjee, B. (2023). Challenges And Opportunities For Micro, Small, And Medium Enterprises:

Navigating The Business Landscape. The American Journal of Interdisciplinary

Innovations and Research, 5(05), 13-17.

https://inlibrary.uz/index.php/tajiir/article/view/21391

Dalton, J. (2019). SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats). In:

Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and

29
 purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.

https://doi.org/10.11648/j.ajtas.20160501.11

Gerlich, M. (2023). How short-term orientation dominates Western businesses and the challenges

they face—An example using Germany, the UK, and the USA. Administrative Sciences,

13(1), 25.

https://doi.org/10.3390/admsci13010025

Giyazova, N. B., & Davlatov, S. S. (2021). The relevance of a small business marketing strategy.

Bukhara State

University.https://papers.econferenceglobe.com/index.php/ecg/article/view/565

Gurl, E. (2017). SWOT analysis: A theoretical review.

https://demo.dspacedirect.org/items/a94ef210-25e1-4399-b93e-54930f2ba37f

Hamiza, O., Francis, T. M., & Rashid, T. (2020). Attitudes towards Local Anaesthetic Simulator

Kit as a Novel Teaching Aid. International Journal of Academic Research in Business

and Social Sciences. 10(10), 783-799.

http://dx.doi.org/10.6007/IJARBSS/v10-i10/8006

Hassan, D. N., Aboki, H., & Audu, A. A. (2019). Application of PESTLE theory to the role of

chairman (chief executive officer) in a new business in Gurgaon, India. *Department of

Social Sciences Nasarawa State Polytechnic Lafia. Nasarawa State of Nigeria.

https://sg.docworkspace.com/d/sICzkkuWKAcebtLgG

Karna, V. (2023). Barriers and Challenges Faced by Women Entrepreneurs (Research Paper).

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4899389#

Luamba, D.(2020 ). Strategies small business owners use to remain sustainable.ProQuest

30
 Dissertations & Theses.

https://search.proquest.com/openview/7afa3808ba3903f83d0e3ebfbc8cbdcc/1?pq-origsite

=gscholar&cbl=18750&diss=y

Madsen, D. Ø. (2016). SWOT analysis: A management fashion perspective. International Journal

of Business Research, 16(1), 39-56.

https://doi.org/10.18374/IJBR-16-1.3

Question Pro. (2024). Survey Research: Definition, Examples and Methods. Retrieved from

https://www.questionpro.com/blog/survey-research/

Roy, Priyabrata, Theory and Models of Consumer Buying Behaviour: A Descriptive Study

(February 11, 2022). Available at SSRN:

http://dx.doi.org/10.2139/ssrn.4205489

Saidani, Basrah & Sudiarditha, I Ketut R. (2019). Marketing Mix-7Ps: The Effect on Customer

Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB). 7. 81-94.

10.21009/JPEB.007.1.7.

https://www.researchgate.net/publication/332645940_Marketing_Mix-7Ps_The_Effect_o

n_Customer_Satisfaction

Sharath Kumar C.R & Prof. Praveena K.B (2023). Swot Analysis.

https://www.journalijar.com/uploads/6526836f47e86_IJAR-44634.pdf

Shubita, M. F. (2023). Relationship between marketing strategy and profitability in industrial

firms: Evidence from Jordan. Innovative Marketing, 19(2), 17–26.

https://doi.org/10.21511/im.19(2).2023.02

Team, L. (2024, September 30). Marketing Effectiveness: What it is and 4 Ways to Measure it.

31
 Leadspace.

https://www.leadspace.com/blog/marketing-effectiveness/#:~:text=Marketing%20effectiv

eness%20is%20measured%20by,the%20value%20of%20that%20business.

University of Makati. (n.d.). Home. University of Makati.

https://www.umak.edu.ph/

Vinothalakshmi, J. (2019). Traditional Marketing vs Digital Marketing.

International Journal of Research and Analytical, 74.

https://www.ijrar.com/uploads/conference/ijrar_37.pdf#page=80

32