Master of Law

Master of Law Marketing Plan

A Marketing Plan Presented to

Mr. Eliand Rey C. Soliman LPT, MBA

Faculty of the College of Business and Accountancy

University of Negros Occidental Recoletos

#51 Lizares St, Bacolod City

In Partial Fulfillment

of the Requirements for the

Marketing Management

By

Rebato, Khalil A.

Roncales, Edelyn G.

Samande, Angelyn E.

Servania, Clarisse Anne

Suplito, Tristan Jude P.

Tiad, Alyssa Marie T.

October 2020
Master of Law

TABLE OF CONTENT

ACKNOWLEDGEMENT

DEDICATION

MISSION

VISION

GOAL AND OBJECTIVES

SITUATION ANALYSIS

SWOT ANALYSIS

CUSTOMER ANALYSIS

COMPETITIVE ANALYSIS
Master of Law

ACKNOWLEDGEMENT

To Jesus Christ, our Lord and Savior, for giving the wisdom, strength, support

and knowledge in exploring things, for the guidance in helping surpass all the

trials that we encountered and for giving determination to pursue our

marketing plan, and to make this possible.

The researcher would like to extend their deepest sincerest gratitude to all the

people who helped there in any manner, who have shared the effort and

knowledge in order to make this plan a reality

We would like to express our sincere gratitude to our Marketing Management

ProfessorMr. Eliand Rey C. Soliman LPT, MBA for his expertise,

encouragement, patience, and the continuous support for our marketing plan.

We would like to give our deepest gratitude to our Dean, Mrs. Grace L.

Lopena, CPA, MBA, for allowing us to conduct the marketing plan.

To the researcher ’s loving parents, for their moral encouragement, financial

assistance as well as their spiritual support in every path the researchers

take.

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DEDICATION

It is our genuine gratefulness and warmest regard that we dedicate this work

to the Almighty God, our foremost inspiration in pursuing this study towards

the attainment of our personal as well as our goal as a team. To our family

and friends who have been the best support system, to University of Negros

Occidental-Recoletos and to our professor for this subject Mr. Eliand Rey C.

Soliman LPT, MBA.

We would like also to dedicate this to our fellow students, we knew that this

study will serve as information to help them in the near future.

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Master of Law

MISSION

We aim to turn our students into exceedingly moral, qualified, and socially

dependable legal counsellor by giving them with skill, aptitudes, and values in

a learning-conductive climate that's characterized by dynamic scholarly

educational modules, profoundly committed faculties, directors, and staff, and

with a significant understanding of the law, a clear sense of equity, devotion to

open benefit and the conservation of rights.

VISION

We envisage the University of Negros Occidental-Recolletos, Masters of

Law program as one of the top leading universities for enhancing the mastery

and proficiency of lawyers with the complexities of the advancing body of

territorial and worldwide law, bridging it with national lawful conventions.

GOALS

The University of Negros Occidental - Recoletos Masters of Law focuses

directly on the growth of lawyers and law professors who are globally

engaged citizens to promote a deeper understanding of liberalism and justice

as well as linguistic, religious, and cultural diversities. The program will help

students to familiarize the development of local and international law as a

result of assessing modern problems and inquiries.

OBJECTIVES

The University of Negros Occidental - Recoletos Masters of Law will

introduce to lawyers and law professors a higher education in the field of law.

Providing a significant contribution to the foundation of law teaching by

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transmitting specialized knowledge and skills, advancement, continuous

educating for life, and addressing the challenges facing society.

SITUATION ANALYSIS

Masters of Law are designed for Law Professors and Lawyers to pursue

higher education in the field of law. Since the program has been implemented

during the COVID-19 pandemic, there is no Master of Law Students are

enrolled yet. So by that in this time of uncertainties, we have much time to

focus on our efforts on implementing the strategies and tactics outlined in the

original marketing plan. Since there is no competition yet it is more convincing

to our target market to enrol in the University of Negros Occidental -

Recoletos Masters of Law since there is no option to provide because of a

pandemic. Internet publication is now a new normal approach, so it is easy to

accept by the local community, and also it is easy to meet the goal forecast

for this plan.

SWOT ANALYSIS

Strength

 It is the First and Only program available in Negros Occidental

 This program was launched in association with San Sebastian College-

Recoletos Graduate of Law which has associated also with other schools

around the country.

Weakness

 The program was new, that it doesn’t have yet a strong foundation with its

consumer.

 The program was launched just this year and there was no one yet to

prove its credibility since it is just started.

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Opportunities

 Political/Legal - It is stated in the Legal Education Board's Memorandum

No. 1 that the members of the faculty of the school of law shall commence

their studies in the graduate school of law.

 Social - as the increase in the number of lawyers each year the

competency and having an edge matter in the professional world and this

urge them to have a higher degree. By having the master of law is an

advantage that they can obtain.

Threats

 Most of the professors are having their doctors in Law and Masters of

Laws abroad which is a great competitor of a starting institution.

 By launching the program this year where there is a pandemic (COVID19)

happening the implementation of the program was interrupted and

postponed to its prior schedule.

CUSTOMER ANALYSIS

The Masters of Law (LL.M.) program prospect students are lawyers and

professors of law who aim to enhance the students' knowledge and

proficiency without interrupting their careers. LLM program will provide a

further understanding of the law and the intricacies of the legal framework in

the Philippines and globally. The program will consist of 36 units: 12 units for

basic, 15 units for areas of specialization, and 3 units for elective or cognate,

and 6 units for thesis.

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Master of Law

 Demographic categorize customers by their age and educational

attainment and income. Masters of Law (LL.M.) program will focus on an

adult at any age as long as they have first obtained a degree in law,

typically Bachelor of Laws. LLM program target market is lawyers,

prosecutors, judge and professors of law which are quality driven and are

willing to pay for high-quality education. Hence, this program targets those

with higher income.

 Geographic, the target students are from Negros Occidental or Western

Visayas since it will be the first program available in Negros Occidental

and to focus on small scope first. Particularly pertinent for groups of

lawyers that are graduates of the University who took up Bachelor of Laws

and Juris Doctor, and also the professors of law in the University.

 Psychographic, the program target those who value quality and status as

a lawyer. Therefore this is designed for those who are considering a

career in Law, looking to specialize in legal practice, interested in the

academic study of legal theory, want to deepen and upgrade their

expertise, and those who want to obtain an LLM while working

(FINDAMASTER, 2019).

COMPETITIVE ANALYSIS

University of Negros Occidental-Recoletos will be the first school to offer

the LLM program in Western Visayas (University of Negros Occidental-

Recoletos, 2018). The only direct competitor of UNOR in the Visayas is the

University of Southern Philippines Foundation (USPF), which is located in

Cebu, Central Visayas (LLM Guide, 2020). LLM in USPF is also 2 years in

duration and a tuition fee of around ₱25,000 a year which is about ₱12,500

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Master of Law

per semester, however, tuition fees for foreign students are higher based on

cash payments (FINDAMASTER, 2019). Since our target market focuses only

in Western Visayas, we don't have a direct competitor in here, which is one of

our advantages. Thus, the University ensures that the LLM program is fully

equipped and will cater to the educational needs of students with sufficient

knowledge and competencies needed for the growing globalization. The

Institution offers a high-quality education that provides a thorough and

comprehensive legal education program that will not only meet the

requirements and professional standards of the Commission on Higher

Education but also of the country.

Marketing Strategy

The Key to the marketing strategy will focus on providing better quality

education and accessible academic institution. University of Negros

Occidental-Recoletos Master of Law can approximately cover 100% of the

market in Negros Occidental because it is the only school that offers this

program in the area. The LL M. program will conduct media marketing to

respond to the call of the current situation.

Marketing Mix

 Price. The University should plan the elasticity of their tuition range

according to the current situation just like a pandemic that happened in

our country at the moment to respond with the demand of the market.

 Promotion. The University of Negros Occidental - Recoletos is the cradle

of excellence and proven to produce competent graduates. The University

has offered various Scholarships and Grants, just like the St. Augustine

scholarship specific to the professors of the UNO-R School of Law.

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 Product. The UNO-R School of Law has launched the Master of Laws.

The program caters the Law Professors and lawyers that want to pursue

higher education in the field of Law. Being the only school to offer the

Master of Law in the area the institution is managing to cope-up with the

demands and expectations of consumers.

 Place. The University of Negros Occidental - Recoletos has located in

#51 Lizares St. Bacolod City, Negros Occidental, Philippines. The area of

the institution has been accessible and convenient for people since most

of the transportation is passing the university. Due to the pandemic, UNO-

R has diverted all the admission of the students to Online Enrollment

which is advisable for the current situation. (https://www.uno-r.edu.ph)

Target Markets

There is an increasing demand for local legal professionals who wants to

obtain an LLM while navigating their careers. The University of Negros

Occidental-Recoletos Master of Law caters the lawyers and law professors

who aim to enhance their skills and cope with the demand of their profession.

POSITIONING STRATEGY

It is now taking a superior advantage possible in competitors that are still

clinging to an inflexible paradigm. The University of Negros Occidental -

Recoletos, Masters of Law, has been motivated to establish higher education

in putting the legal and moral aspects in the field of law through website and

internet publishing approach. It's been able to have a smooth transition from

face to face system to online learning method. By that idea, we can widen our

scope to achieve the target customers with an online platform for Lawyers and

Law Professors who needs to practice their mastery in legal ethics. Online

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Platform can be used to disseminate the information about the new program

which is Masters of Law, to be visible, since COVID-19 Pandemic is

spreading the best tool to broadcast the Masters of Law program to our target

customers is to have a Facebook page which we can post they're the updates

of the school and we can also post their any classified ads such as

Scholarships, Discounts, etc. Since the University of Negros Occidental -

Recoletos is the only school in Negros Occidental that offers this program, we

are certain that we can achieve our target customers.

SEGMENTING STRATEGY

In dividing a large market of potential customers into identifiable

segments, the University of Negros Occidental-Recoletos Masters of Law

(LLM) program use demographic, geographic, and psychographic approach.

 Demographic segmentation categorizes customers by their age and

educational attainment and income. University ensures that the LLM

program is fully equipped and will provide the students with the quality of

education they deserve. Regardless of the cost, mid-range customers

whose income level are low and those who were affected by the

pandemic, the University will offer them a scholarship prioritizing the

professors of law in the university.

 Geographic segmentation, University of Negros Occidental Recoletos is

in the introduction stage for this Masters of Law program, the most

effective way to promote and connect with its target is the use of social

media platforms such as Facebook page, website, radio and television

broadcast. The location is easy to access and convenient to those who

are in the province of Negros Occidental and on region VI since we are

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using virtual teaching today there is no problem in location, for

communications will be relay online.

 Psychographic segmentation, the basic functionality of service is to

build last long relationship which will establish greater leverage of loyalty

customer who will most likely to enrol in the program. Students were

always engaged in a studious environment, thus employing such leisure

that will hook students lifestyles in studying will lead to satisfaction, and

through this will direct students for referrals which indicates a high number

of enrollees in the future.

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REFERENCES

University of Negros Occidental-Recoletos. (2018). School of Law Launches

LLM Program. Retrieved from https://bit.ly/3kc0Y9S

Free-Apply.com (2020). Bacolod City - Master programs in Law &

Jurisprudence. Retrieved from https://bit.ly/3kc0Y9S

San Sebastian College Recoletos Manila. (2020). Graduate School of Law.

Retrieved from https://bit.ly/3keLf9Z

University of Negros Occidental-Recoletos. (2018). Vision, Mission, and Goal.

Retrieved September 13, 2020, from https://bit.ly/3kkOzkd

LLM Guide. (2020). LLM Programs in Philippines Master of Law Programs

Worldwide. Retrieved September 10, 2020, from https://bit.ly/2FuKLxw

FINDAMASTER. (2019, May 16). The Master of Laws (LLM) Degree – A

Guide. Retrieved from https://bit.ly/2RqBMjw

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