Market Analysis

 With the university’s mission in producing quality graduates through holistic learning
in aiming for the “total person”, Capitol University has been solidifying its reputation
as a good institution of education.

 The university has a strong position in the market as it is one of the most prestigious
schools in Cagayan de Oro City. Its location is strategic; therefore, a major advantage
in its ability to attract the goal-oriented individuals aiming for a higher education.

 Capitol University offers courses and programs leading to officially recognized higher
education degrees such as bachelor degrees, master degrees, doctorate degrees in
several areas of study.

 The Capitol University Graduate School program was started in 1981, with initial
graduate program offering of Master of Arts in Filipino. From 1981 to the present the
program grew and now the Capitol University Graduate School offers:

 Management Programs includes Doctor of Management (DM), Master in Business

Management (MBM) and Master in Public Service Management (MPSM).

 A student in a Master’s program in Management has two orientation options:

Research Orientation, which requires a thesis, or Practitioner’s Orientation, which
requires a thesis equivalent in terms of additional number of units. The student,
after finishing the practitioner’s degree, may also opt to write a thesis.

 The Education Programs offers Doctor of Philosophy Major in Educational

Management (Ph.D.), Master of Arts in Education Major in Educational
Administration (MAEdAD) and Master of Arts in Education Major in English (MA
English). Lastly, the Graduate School Arts Programs offers Master of Arts in Filipino
(MA Filipino) and Master of Arts in Guidance and Counseling (MAGC).

 The Capitol University Graduate School is a PACUCOA Accredited Level 2 (2nd

Reaccreditation) in the following programs: Master in Business Management,
Master of Arts in Guidance and Counseling and Master of Arts in Filipino.
Additionally, Accredited Delivering Institution by CHED in the following programs:
Doctor of Philosophy in Educational Management, Master of Arts in Education major
in English and Master of Arts in Education major in Educational Administration.
Environmental Analysis - Global Business Environment

 As Capitol University partners with international schools and universities, its market
is global.

 This higher-education institution has a selective admission policy based on entrance

examinations and students' past academic record and grades. International
applicants are eligible to apply for enrollment.

 Although legal requirements may be necessary for international students to enroll in

the university it is not necessarily a major obstacle for one to be a part of the CU
community. Students from the Soka University of Japan to cite an example of CU’s
extended community were easily welcomed as New Capitolians. The school even
celebrates the Philippines-Japan Day to emphasize our friendship with other Asian
nations specifically Japan. This is a vivid opportunity to invest in, clearing a path
straight pointing back to CU not only in the CUBED program but strategically to the
undergraduate and graduate school programs.

Demographics

 As previously stated, the university has a solid position in the market as it is one of
the most prestigious schools in Cagayan de Oro City. Its location is strategic;
therefore, a major advantage in its ability to attract the goal-oriented individuals
aiming for a higher education.

 Established in 1971, Capitol University is located in the urban setting of the medium-
sized city of Cagayan de Oro City (population range of 500,000-1,000,000
inhabitants), Northern Mindanao.

 In the objective of increasing number of enrollees of Capitol University Graduate

School thus increasing university revenue, a clear target market is actually the
universities and colleges of Misamis Oriental, Misamis Occidental, Lanao del Norte
and Bukidnon drawing from a larger population than only within city limits and/or
the vicinity of the city.

Environmental Analysis - Local Business Environment

 Cagayan de Oro City is a booming city economic-wise and education-wise. And so are
the neighboring towns especially the towns of Misamis Oriental.
  With provinces and other highly urbanized cities nearing the city, Cagayan de Oro is
the center of business and also the center of education; most importantly, quality
higher education programs.

 With CU “farm schools” existing in the areas such as Gingoog City, Bukidnon and
Misamis Oriental, these institutions such as St. Rita’s and St. Peter’s in Balingasag and
other community colleges siphon enrollees back to Capitol University. We should
“draft” more graduate school potentials from these colleges also specially from the
community colleges which is now growing in population and is present in almost
every town/district in the province.

 Targeted strategies must promote through social media like Facebook, YouTube also
including posters and print ads in densely populated areas in Misamis Oriental for
graduates and professionals to know more about CU courses.

Social/Cultural

 The CU graduate school implies to focus on quality education that covers a strong
foundation building relations with the MA students. It aims to provide values
formulation and holistic health and learning to graduates with extensive experience,
post-grad achievers aiming for a higher education and generally people seeking
additional credentials for promotions towards a step higher their career. Basically,
again, the “total person goal-oriented individual” with a progressive mindset in
achieving his or her goals through a well-founded education towards the purpose to
fulfill one's calling in life.

 Through this holistic approach, Capitol University shows its integrity, values and
commitment to fosters the quality of humanity that is clearly reflected in CU’s
community, culture of family and never leaving any student behind or without
support in his or her environment ensuring the student’s well-being by creating a
safe, humane and inclusive school environment worthy of an academically and
holistically sound individual.

Competition
  There are numbers of Universities and Colleges in the City wide that others Graduate
School of Capitol University, namely, Cagayan de Oro College- PHINMA Education
Network with 3 Master’s Program, University of Science and Technology of Southern
Philippines with 18 Master’s Program, Southern Philippine College with 2 Master’s
Program, Lourdes College with 4 Master’s Program, Xavier University-Ateneo de
Cagayan with 27 Master’s Program and Liceo de Cagayan University with 8 Master’s
Program. But it is only the Capitol University Graduate School program which is
offering the Master in Business Management program in its current curriculum.

Consumer Analysis

 The radiance of the Capitol University’s quality education attracts individuals are
looking for self-enhancement, starting a new career in a chosen professional field and
those who have a clear vision of growth in whatever path they are willing to pursue.

 In preparation for these new career paths or promotions, graduates aim to acquire
relevant skills and new enriching experiences and to learn new techniques to gain
intellectual advantage. Recognition and credibility as well as preparation for Doctoral
degree are reasons also why most graduate-achievers decide to enroll.

 According to www.bestmastersprogram.org , there are 50 high-paying jobs that

involves people with a Master’s degree. That includes analysts, doctors, counsellors,
social workers and teachers. In present time, most of the enrollees in the Graduate
School programs were teachers—both from public and private institutions—
followed by individuals from the business sector and other organizations.