ABOUT THE PROGRAM

The BSBA Major in Marketing Management is an undergraduate program which aims to provide students with the essential knowledge, skills, and values required of a marketing professional. The course aims to equip students with a strong foundation in marketing management theories and other related concepts that will prepare them for careers in the creation, delivery and promotion of products and services for target markets.

Through theoretical and experiential learning approaches using traditional and flexible learning modalities, the program aims to produce graduates who are adaptive, analytical and have the capacity to convey their ideas through written, oral and digital means. Guided by the PUP values, the course likewise envisions graduates with leadership skills, ethical values, service orientation, and readiness to take on the demands of the industry, government, and other sectors, locally and globally.

PROGRAM LEARNING OUTCOMES

Demonstrate and communicate effectively through oral, written, and digital means the marketing theories and concepts. In doing these, to also be able to adhere to ethical standards in professional and personal settings.
Utilize research tools and results in analyzing the business environment and development of marketing plans and strategies to address market needs and contribute to nation development.
Demonstrate capacity to apply software and applications (analytics, statistics) in doing marketing research and understanding shifting business environment and consumer behavior.
Demonstrate adaptability and willingness to continuously learn from colleagues, industry, markets and other relevant sectors.
Display leadership skills and the capability to work independently and with groups.

PROGRAM OBJECTIVES

Discuss marketing theories and concepts related to marketing management and all its facets: marketing mix (4 Ps), analytics, consumer behavior, research, current business trends, among others.
Discuss the importance of research in understanding and predicting trends, a well as strategizing future business actions.
Provide opportunities for students “to learn by doing” to complement their theoretical knowledge.
Integrate in major marketing subjects, the characteristics of a marketing professional: how to be an effective communicator through oral, written and digital means, personality of a marketing professional, among others.
Provide venues for students to link up with communities and local government units for mutual learning through community-based research (feasibility studies and marketing research).
Integrate analytics in key marketing subjects
Provide of continuous opportunities for student leadership for growth and advancement.
Create opportunities in class discussions to communicate expectations for ethical behavior.
Create opportunities for partnerships with industry players, government, and other stakeholders for the purpose of knowledge building and sharing, and collaborative endeavors to improve students’ learning capacities and learning environment.

PROGRAM OVERVIEW

THE FACULTY

The Department of Marketing Management has twenty three faculty members with diverse expertise forming a synergy that when combined together form a strong force in student transformation.

To enrich classroom discussions and ensure students are updated with the current industry trends, the Department has engaged the services of practitioners as part-time faculty members.

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