Escolar Documentos
Profissional Documentos
Cultura Documentos
presented to
the faculty of the Ateneo de
Davao University
Humanities and Letters
Department
In Partial Fulfillment of the Requirements for
MC102 Advertising
18 July 2014
I. Situational Analysis
The Ateneo de Davao University is a premiere Filipino, Catholic and Jesuit University
founded by the Philippine Province of the Society of Jesus in 1948.
It is a university with the vision of being a community engaged in excellent
instruction and formation, robust research, and vibrant community service by embodying the
spirituality of its patron saint, St. Ignatius of Loyola. As a Filipino University, it aims to make
its students fully competent to benefit from, contribute to, and engage the global world by
establishing a standard of excellence in academic and spiritual formation through its legacy
of holistic education.
It single-mindedly aspires to champion a strong tradition of academic excellence and
greater service through the holistic development of the person as an individual, and as a
member of the human community. At its core is its mission of being 'stronger in faith' (fortes
in fide), for the glory of God (ad majorem Dei gloriam). Through its diverse formation
activities and student-centered programs, the Ateneo helps form young men and women into
"persons-for-others" (maging-tao-para-sa-kapwa).
It also has as its mission to excel in the formation of the countrys future leaders,
especially for Mindanao. Furthermore, it excels in the promotion of the faith that does justice
in cultural sensitivity and transformation, and in inter-religious dialogue particularly between
the Muslim and Lumad communities of Mindanao. It promotes social justice, gender equality,
good governance, the creation of wealth and its equitable distribution, and vigorously
engages in environmental protection, biodiversity preservation, and renewable energy
promotion. It leads in Philippine educational reform, especially for the peoples of Southern
Philippines.
To this end, the Ateneo de Davao University has spearheaded the K-12 program in
Mindanao, a program that aspires to raise the Philippine standard of education and make it at
par with the rest of the world.
The K-12 program is a program mandated by law upon the signing of Republic Act
10533 or Enhanced Basic Education Act 2013 also known as K-to-12 Act on May 15, 2013,
formalizing the additional two years to the 10-year basic education curriculum in the
Philippines. Its implementation is in response to the challenges of the 21 st century. Prior to its
implementation, the Philippines was the last country in Asia and one of only three countries
worldwide, the other two being Angola and Djibouti, with a 10-year pre-university cycle.
Thus, its implementation in the country was necessary for our schools to produce globally
competitive graduates.
This program covers Kindergarten, six years of primary education, four years of
Junior High School, and two years of Senior High School (SHS), with the goal of providing
the learners with sufficient time for mastery of concepts and skills, development of lifelong
learers, and prepare the graduates for tertiary education, middle-level skills development,
employment, and entrepreneurship.
Ateneo de Davao University is now on its third year of implementation after it first
implemented K12 in Grade 1 and Grade 7 last S.Y. 2012-2013, with the enhanced curriculum
progressively rolled out to the other year levels during the succeeding years. It is the
pioneering school among the private schools in Mindanao to have implemented it right after
the government announced its implementation in the public schools.
In preparation for the changes in the curriculum, Ateneo articulated its curricula from
the preschool to the tertiary levels and prepared the curricula for Grades 11 and 12 using the
College Readiness Standard (CRS) as the framework for the university-wide articulation. The
framework established the standards for college qualification, outlining the different
competencies that should be attained by the students before entering the tertiary level. To
ensure the attainment of the competencies, certain skills are incorporated in each grade and
year level curricula; the goal being to produce students who would be equipped for survival
in college.
The curriculum planning was undertaken by a committee specifically created for that
purpose, making it a collaborative effort between the administrators and the teachers. Several
trainings for the teachers were also held to make sure that they were equipped with the
necessary skills for the K12 implementation. Evaluations as to the strengths and weaknesses
of the teaching strategies and methods were likewise made while polishing the curricula.
The school's curricula for grades 1-3 are a combination of what has been provided by
the Department of Education and the school itself, ensuring that the institution's mission and
vision are incorporated into its education.
The difference in the new curricula lie in the assessment and teaching methodology. It
is an enhanced curricula of the old one with an assessment that is different from the previous
which focused mainly on the assessment of learning through quizzes, long tests, participation,
and exams. Under the K-12 program, however, a pupil's rating is based on four levels-knowledge, process, understanding, performance, each having a specified percentage, 15%,
25%, 30%, and 30% respectively. This means that the assessment won't be mainly on the
pupil's knowledge on the facts and information presented by a certain course. Instead, the
students will be rated based on how well they are able to apply the knowledge that they have
learned practically. They are expected not only to grasp the importance of what they are
learning but also to use the information in real-life situations. If in the past, formative
assessment was not given much importance, now the teacher can no longer proceed to a
summative assessment without giving formative assessment to the students.
All these changes regarding the University curricula were made in accord with the
main thrust of the K-12 program which is the development of life-long learners.
SWOT ANALYSIS
Strengths
Basically Ateneo has already made a name for itself. When people hear or think about
Ateneo, they think about excellence. Ateneo de Davao University was established in 1948
and since then has made its own reputation of excellence and good moral conduct.
For more than a century Ateneo has produced brilliant graduates with different
professions from presidents to musicians to journalists like Jose Rizal, Gregorio del Pilar,
Fidel Ramos, Benigno S. Aquino, Rico Blanco, Joey Ayala, Yael Yuzon, Christ Tiu, Lea
Salonga, and Howie Severino are just a few.
Its legacy of excellence is the reason why many parents send their children to Ateneo.
Its facilities also speak for its legacy of excellence. From its fully booked libraries and
its learning-conducive classrooms to the availability of its technical resources, the school is
indeed one of the finest in the country. Add to that list is the 12-story Ateneo Community
Center which will be Davao City's tallest educational tower upon its completion. This
infrastructure will house the Multipurpose Hall which will be the biggest student service
center so far, housing a 350-car parking facility, four basketball courts that can double as an
assembly hall for around 3,500 people, a theater stage, a jogging track, a gym, swimming
pool, tennis and volleyball courts, and other sports facilities.
The Community Center will also feature a plaza which will include a study complex
and lounges for students, student organization offices, and conference rooms. Spaces on the
upper floors will be allocated for faculty, researchers, outreach institutes and centers,
universitys guests, and the local Jesuit community. It will have a rainwater collection system
and a lighting system powered by an array of solar panels.
In addition, the construction of a parking-lot building in the Matina Campus is
currently ongoing.
Weaknesses
Despite its legacy of excellence, the cost of education in the institution poses a
hindrance for those who would like to avail of its education. With fees ranging from Php
40,000-60,000 every year, only a limited number of families can afford to go to Ateneo.
The overcrowding of students in the current facilities of the academic institution due
to the influx of its enrollees could also be a weakness for the organization. However this is
currently being addressed by the additional facilities that are currently being constructed.
Opportunities
The increase in the city's population as well as the government's implementation of
the K12 program is an opportunity for the school to have more enrollees. In fact, on the first
implementation of K-12 last S.Y. 2012-2013, the number of grade 1 sections increased from 9
to 12 sections of 39-40 students each. This influx could primarily be attributed to its being the
pioneering school in Mindanao with regard to the implementation of K-12.
Threats
Consumer perception could, however, pose a threat for Ateneo. Some consumers hold
the perception that there is a bias for the rich in Ateneo, and this could be a deterrent to
parents who would have wanted to have their children educated in Ateneo.
Also, since Ateneo de Davao University is no longer the only private school offering a
K-12 curriculum to its students, there is already a competition with regards to enrollees.
II. Key Strategic Campaign Decisions
Objectives
The Ateneo de Davao University has vowed to support the government's effort in
improving the delivery of education through the implementation of the K12 program in its
curricula. Present Ateneo de Davao University President Fr. Joel Tabora says that this is an
educational adjustment that will not only affect basic, but tertiary education as well.
Tabora further stated that this pioneering effort of the school in pursuing the program
will help the country achieve educational excellence in the future. He then further expressed
that the quality of instruction in basic and higher education will be improved through this
program.
In more concrete terms, it is hoped that the first batch of K12 elementary graduates
this 2018 made up of approximately 480 students, will be able to successfully attain the
competencies which the K12 program hopes they would be able to gain in preparation for
college.
It is also the goal of the university to establish and maintain its place as the preferred
academic institution for elementary instruction mainly by the residents of Davao City.
Target Audience
The Ateneo de Davao University Grade School Unit has as its target audience the
families of Davao City who have children who are going to or yet to enter grade school.
Brand Position
Ateneo de Davao University, in particular, has one of the best education standards in
the Philippines. In fact, it is the only university outside of Metro Manila included in the 2014
Asias Top 300 Universities by Quacquarelli Symonds (QS) University Rankings. Four other
Philippine Universities were included on the list--University of the Philippines, University of
Sto. Tomas, Ateneo de Manila University and De La Salle University.
This keeps the University among the top schools not only in the region or in
Mindanao, but also in the entire country. And this is the image that Ateneo de Davao would
like to maintain.
References:
http://www.addu.edu.ph/
http://www.gov.ph/k-12/
http://www.topuniversities.com/university-rankings/asian-university-rankings/2014
http://en.wikipedia.org/wiki/Ateneo_de_Davao_University
http://www.addu.edu.ph/about-ateneo/history-addu