Management Review October 2018

1. Factors Contributing to Selected Private Universities as the Brand of Choice among Currently Enrolled Students

Angelo Niel A. Victorino, MSc

Higher education institutions possess unique characteristics that may influence students’ decision in choosing a college. Students may choose to enroll in a specific college because of their parents, peers, high school teachers, or guidance counselors; school reputation, quality of education, or the variety of programs offered; and because of the perceived effectiveness of certain communication efforts. These assumptions prove that the process of college selection is still unclear, and that there is a need to identify what exactly students consider in shortlisting colleges or universities. This study focuses on understanding the Consumer attributes, Brand Image attributes, and Brand Awareness attributes that determine the brand equity of selected private universities as perceived by the students enrolled in the universities. Specifically, this research aims to determine which Consumer attributes, Brand Image attributes, and Brand Awareness attributes, incorporated by three different universities in Metro Manila, contribute the most to students’ college choice. The researcher used descriptive statistics including the mean to determine the quantitative average of the responses to the items in the given questionnaire and the standard deviation to quantify the variation of the responses to the questionnaire items. The findings of this study are highly beneficial to the executives, administrators, and professors of the selected universities as these will allow them to understand how students ultimately arrive at a decision in choosing a university, and to identify what institutional factors are reflected with superior value during the selection process. 

2. Model for Developing a Curriculum for a Behavioral Competency

Maria Steffi P. Manhit, PhD

Educators are still finding it difficult to transition from the traditional subject-centered curriculum to a competency or outcomes-based curriculum despite the directive from the Commission on Higher Education that all Higher Educational Institutions should do so. An Outcomes-Based Education is organized with focus on student exit outcomes and designed downward to the unit level. On the other hand, in the corporate setting, available framework for competency-based training and development focuses on either organizational or functional competencies where the starting point of developing a competency-based training curriculum is identifying and studying different jobs. However, there are behavioral competencies which cannot be standardized since its definition needs to be contextualized depending on the environment and the people’s perception of the competency. Present competency development models are limited to contextualizing the meaning of the competency and proceeding to assessment, without translating it into a curriculum. The study attempts to define the process of competency identification, assessment and curriculum development since these are not clearly defined in other competency-based curriculum models.

3. The Effects of Organizational Culture on Organizational Commitment of Millennials in Selected Small and Medium Companies in the Information Technology Industry

Mary Anne D. Mendiola, MSc

The growing information technology – business process management (IT-BPM) industry has faced several issues such as high turnover rates that are attributed to the millennial generation. With this, it is important to identify what areas of culture that can encourage commitment in the company are favored by millennials.

This study identifies the effects of organizational culture on organizational commitment of millennials. Organizational culture was measured through the Denison model which focuses on involvement, consistency, adaptability, and mission while Allen and Meyer’s organizational commitment theory identified three levels namely affective, normative, and continuance commitment.

The samples included nine small and medium IT companies with a total of 211 millennial employees surveyed. The researcher triangulated the results through interviews and observation. The statistical tools used were descriptive statistics, Pearson R correlation, and multiple linear regression models.

Results showed that millennials in the IT industry focused on involvement as the most important cultural trait. Affective and normative commitments were prioritized with the increasing options available to employees globally. More importantly, the commitment of the millennial employees increases with the interaction of internal and external focus cultural traits. Also, increase in tenure with a balance of internal and external culture has the most influence in increasing commitment. 

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