Marketing Management is one of the 11 offered programs of De La Salle-College of Saint Benilde Antipolo, covering 29.8% of the school’s student population as of 2nd Term AY2020-2021. (See Appendix 1. De La Salle-College of Saint Benilde Antipolo Enrollment Statistics 2nd Term AY 2020-2021). This study investigated the significant variables in relationship to Benilde Antipolo Marketing Management students as valuable assets in increasing student recommendations relevant to the characteristics of Generation Z. The findings revealed the factors that persuade and hesitate the students in recommending the school to prospective student-applicants could be affected by the school`s strategic location and action towards providing customer sustaining activities.
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