In the dynamic landscape of higher education, marketing centers within state universities play a pivotal role in shaping institutional identity, attracting students, and fostering academic excellence. This abstract presents the findings of a comprehensive management audit conducted on marketing centers within the three campuses of Quirino State University. The study aimed to evaluate the management of marketing centers in a state university.
The descriptive-evaluative approach was used in this study, including surveys, interviews, and document analysis. The research delved into the areas of management in terms of Human Resource Management, Operations Management, Marketing Management using 7Ps of the marketing mix, and Fund Management of the marketing centers in a state university. The analysis revealed both strengths and areas for improvement.

The study identified best practices in marketing methodologies, emphasizing digital platforms, social media engagement, and personalized outreach efforts Additionally, it examined the alignment of marketing initiatives with the university's overall strategic goals, emphasizing the importance of cohesive branding and communication strategies.

Challenges such as resource constraints, outdated technologies, and limited training opportunities for staff were also uncovered. Recommendations include the implementation of advanced marketing strategies, staff training programs, the development of collaborative initiatives with industry partners to enhance the centers' resource base and succession planning for the continuous operation of marketing centers and cross functional decision making.

The outcomes of this management audit provide actionable insights for university administrators, marketing professionals, and stakeholders. By addressing the identified areas for improvement and capitalizing on the strengths, state universities can optimize their marketing centers, thereby bolstering their competitive advantage.

Keywords: Fund Management, Human Resource Management, Management Audit, Marketing Centers, Marketing Management, and Operations Management.

Thesis (Master in Management - Business Management)

Includes appendices and bibliographical references.