The University of Santo Tomas College of Tourism and Hospitality Management (UST-CTHM), through the Sentro Turismo and the Destination Management and Marketing course, partnered with Colegio de San Juan de Letran (CSJL) – Bataan and the Provincial Government of Bataan in crafting an Integrated Marketing Communication (IMC) Campaign for the province of Bataan. Such a project with its intended output is a first for the province.
The IMC Campaign aims to better equip students in tourism marketing as they master skills in destination research and analysis, planning and strategy development, exposure to current trends, and a deeper understanding of tourism marketing as a discipline and the needed expertise to make a career in the said field.
From October 22 to 25, 2024, 94 fourth-year tourism students conducted a site visit and a Usage, Attitude, and Image (UAI) survey in Bataan as part of their course requirements.
Additionally, a group of students taking the course Travel Agency Management and Operations facilitated the fieldwork and data-gathering travel arrangements.
The results of the IMC Campaign will be presented on December under the theme, “Cutting Edge Campaigns: A Look Into The New Destination Marketing Strategies.” This will hopefully mark the beginning of a strengthened partnership and the signing of the Memorandum of Agreement between UST-CTHM and CSJL – Bataan.
