International Journal of Research Studies in Management
CollabWritive Special Issue
2025 Volume 13 Issue 6
Available Online: 7 September 2025
Author/s:
Velasco, Irene O.
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (iyeenvelasco@gmail.com)
Abstract:
This study examined the marketing capabilities and market orientation of Catholic Congregational Schools as key strategic drivers in addressing external organizational challenges. To provide a more comprehensive understanding of marketing effectiveness, the research also explored the relationship between these marketing constructs and employee satisfaction, recognizing the critical role of personnel engagement in achieving institutional objectives. Specifically, it assessed marketing capabilities in terms of vigilant market capability, adaptive market experimentation capability, and open marketing capability; evaluated market orientation through intelligence generation, dissemination, and responsiveness; and examined employee satisfaction regarding result feedback and motivation, management systems, and work environment. The findings reveal that the congregational schools’ marketing capabilities in terms of open marketing capability is slightly above the competitors, while vigilant market and adaptive market experimentation capabilities are slightly below the competitors. The respondents agree that market orientation which include intelligence generation, intelligence dissemination, and responsiveness are being practiced in the congregational schools, and that the congregational schools ensure employee satisfaction in terms of result feedback and motivation, management system, and work environment. Correlation analyses confirmed significant positive relationships among marketing capabilities, market orientation, and employee satisfaction. These results served as the basis for the development of the marketing plan effectiveness framework.
Keywords: congregational schools, employee satisfaction, market orientation, marketing capabilities, marketing plan effectiveness
DOI: https://doi.org/10.5861/ijrsm.2025.25093
Cite this article:
Velasco, I. O. (2025). Marketing capabilities, market orientation, and employee satisfaction of congregational schools: Basis for a marketing plan effectiveness framework. International Journal of Research Studies in Management, 13(6), 233-247. https://doi.org/10.5861/ijrsm.2025.25093