UNIVERSITY OF BOHOL

COLLEGE OF BUSINESS AND ACCOUNTANCY

Program Curriculum Map

Revised SY 2023-2024

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN MARKETING MANAGEMENT

Vision: A core provider of highly competitive, values-driven business

professionals.
Mission: To provide holistic business education anchored on Scholarship,
Character, and Service

Core Values

1st Year 2nd Year 3rd Year 4th Year

Diligence Diligence Diligence Diligence
Customer Care Integrity Integrity
Customer Care Customer Care
Professional
Competence

Department Goals

The UB College of Business and Accountancy aims to:

1. produce knowledgeable, ethically grounded, and motivated graduates,

fostering collaborative practices in diverse contexts across commerce,
economics, and industry;
2. contribute to economic development and shape entrepreneurial
opportunities in the business value chain;
3. cultivate an entrepreneurial mindset through innovation, critical
thinking, and risk-taking to lead to organizational success and
4. produce business-minded leaders who are socially responsive to serve
the community.

Program Description

The Marketing Management program prepares the graduate for

careers in marketing, market research, advertising, and public relations. The
curriculum provides the graduate with both technical skills and competencies
required in the field, as well as the flexible mindset that is necessary to stay
competitive in a constantly changing business environment.

Program Goals

The Bachelor of Science in Business Administration Major in Marketing

Management aims to produce graduates who:

1. Assume leadership roles in marketing management, demonstrating

proficiency in supervisory and managerial tasks.

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2. Advance academic and professional development through lifelong learning
activities in marketing management.
3. Apply marketing management principles to drive strategic growth and
success.

Program Outcomes

By the time of graduation, a BSBA Major in Marketing Management graduate

shall have the ability to:

A. Analyze the business environment for strategic direction in marketing

management.
B. Prepare operational plans in marketing management.
C. Innovate business ideas based on emerging industries in marketing
management.
D.Manage a strategic business unit for the economic sustainability of the
marketing industry.
E. Conduct business research in application to marketing management.
F. Apply the basic concepts that underlie the functional areas of marketing
management and employ these concepts in various business situations.
G.Select the proper decision-making tools to critically, analytically, and
creatively solve and drive results to marketing management effectively.
H.Apply information and communication technology (ICT) skills in the
marketing industry.
I. Work effectively with other stakeholders and manage conflict in the
workplace.
J. Express oneself clearly and communicate effectively with stakeholders
both in oral and written forms.
K. Demonstrate corporate citizenship and social responsibility.
L. Exercise high personal moral and ethical standards.

2023 BS MARKETING MANAGEMENT PROGRAM CURRICULUM MAP

UB Version

1ST Year 2nd Year 3rd Year 4th Year

Role No. 1 Sales Clerk Sales Marketing Marketing

Representativ Assistant Manager
e

Competency Accurately Effectively Effectively Analytically

records assess negotiates develops and
business prospective with effectively
transactions clients and prospective implements
and prepares facilitate clients on marketing
general- placement and sales strategies
purpose sales orders contracts. and
financial efficiently. comprehensi
statements. Directs the vely
placement of formulate
orders, pricing
delivery, and strategies.
distribution of
retail
merchandise

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Values Diligence Diligence Diligence Diligence

Customer Care Integrity Integrity

Customer Customer
Care Care

Professional
Competence
Program Goal 1,2,3 1,2, 3 1,2, 3 1, 2, 3
Program B, G, F, H A, D, G A, B, C, D, F, A, C, D, F
Outcome K, L
Subject Tagged ACCTG 1BA, MKTG 5N, MKPE 1, MKPE Mgt 5N,
Mktg 1N, LAW ECON 5N, TAX 2, MKTG 8BA, MKPE 4, BA
1, COMP 2N 1 MKTG 4N Prac 1
LEC
Curricular Mock Sales  Sell  Create a On-the-Job
Activity Presentation Advertising product Training
Placements idea that
through appeals to a
infomercials specific
 Design a audience.
marketing  Develop
plan and launch
a product.
Co-curricular Business Day  Business Present case  Prepar
Activity (observer) Day studies and e a market
(participant) recommend study on
 Create IEC sales plans projected
materials and targets. sales for a
potential
business
 Organi
ze a trade
fair on
campus
Extra-curricular Online Live  Create a Online Live  Field
Activity selling short video selling visits to local
advertiseme business
nt establishme
 Vlogs nts
 Attend
a seminar on
start-up
businesses
Community Identify Conduct Create a Conduct a
appropriate training on video lecture on
sales sales strategies advertisemen market study
strategies for in the t for SMEs
local products community for
in the their local
community product
Application Sales  Infomercials  Product  OJT
Presentation  Marketing proto- portfolio
Portfolio Plan portfolio type  Market
 Vlogs  Portfolio study
 IEC materials of sales  The module
orders/co on market
ntracts study
 Video ads lecture
 Case  Narrative
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 studies report
portfolio
Partner  Stakeholders  Community  Community  Business
 Local  Local Business  SMEs Enterprises
Business Owners  DTI  DTI
Owners  DOST  DOST
 DOT  DOT
Performance/ Learning Practice Practice/ Practice/
Success Opportunity Opportunity
Indicator

1ST Year 2nd Year 3rd Year 4th Year

Role No. 2 Market Advertising Logistics Product/

Influencer Assistant Specialist Brand
Manager

Competency Craft high- Create and Coordinate Creatively

quality and contribute and formulate,
engaging ideas for negotiate efficiently
content across advertising transportatio implement,
various concepts, n facilities, and
formats, such slogans, shipments, recommend
as articles, designs, and and freight marketing
videos, campaigns that rates, and strategies for
podcasts, and capture select the particular
social media audience most cost- product lines
posts. attention and effective and and brands
align with efficient to the
brand transportatio company.
objectives. n options.
Values Diligence Diligence Diligence Diligence

Customer Care Integrity Integrity

Customer Customer
Care Care

Professional
Competence
Program Goal 1, 2, 3 1, 2, 3 1, 2, 3 1, 2, 3
Program A, C, J, K, L C, F, I, J, L B, C, G, I, K B, C, F, J, L
Outcome
Subject Tagged BUS 2N, MKTG Mktg 4N MGT 1N, Mktg 9BA,
2N MKTG 6N, BUS 3N, BA
MKTG 7BA Prac 1N
Curricular Create an Advertising Case Studies OJT
Activity Influencer Campaign and Problem-
Marketing Simulation Solving
Campaign Exercises
Co-curricular Craft Design Logistics Product
Activity compelling print/broadcast Management Development
content and materials Simulation Simulation:
build an from demand Conduct a
engaged forecasting product
audience as a to delivery development
vlog creator simulation
where
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 students
work in
teams to
improve an
existing
brand/image.
Extra-curricular Attend training Field Visit Warehousing Attend a
Activity on video (print/broadcas and seminar on
editing/video t media) Distribution product/bran
maker Center Tour d innovations
applications
Community Teach selected Lecture on Lecture on Lecture on
community the basic logistics product
basics of advertising strategies branding
vlogging strategies
(product/servic
e)
Application  Vlog sample  Ad campaign  Case Study  OJT
E-portfolio samples Portfolio Portfolio
 Certificate of  Narrative  Narrative  Product/
Participation report on the report of brand
field visit the field developm
 A module on visit ent
basic  A module portfolio
advertising on  Certificate
strategies logistics of
strategies Participati
on
Partner  Community  Community Local Industry
 Business  Business business Partners
Owners Owners partners
 Radio station
 Print media
Performance/ Learning Practice Practice/ Practice/
Success Opportunity Opportunity
Indicator

1ST Year 2nd Year 3rd Year 4th Year

Role No. 3 Data Quantitative/ Data Market

Gatherer/Rec Qualitative Manager Manageme
order Enumerator nt
Researcher
Competency Accuracy in Design a basic Collect, Publish
Recording research work process, marketing
Data plan analyze, and managemen
interpret t research
data
Value Diligence Diligence Diligence Diligence

Customer Care Integrity Integrity

Customer Customer
Care Care

Professional
Competence
Program Goal 1, 3 1,2,3 1,2, 3 1,2, 3
Program H, J E, G, H E, I, H, K E, I, H, K
Outcome
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Subject/ Comp 2N lab MKTG 3BA BR 1BA, BA Prac 1N
Subjects BR 2 BA,
Tagged MKPE 3
Curricular  Busines Research  Title Research
Activity s Model and Proposal Hearing Presentation
pitch Angel Development  Proposal (Local/Intern
investors Hearing ational)
 Stock  Final Oral
exchange Defense
simulation
using software
Co-curricular Produce Data Analysis Presentation Invite Key-
Activity invoice and Workshop of research note speaker
inventory findings (expert in
reports; sales the field)
reports
Extra-curricular Research Data Collection Attend Research
Activity workshop Exercise research Publication
conferences
and
symposia
Community Community Marketing Research Utilization of
Needs Analysis Disseminatio Research
assessment n Findings in
the Industry
Application  Business Research  Hardbound Certificate of
Model proposal research Participation
 Invoice and paper in Research
inventory  20 pager Forum
reports through
 sales paper or
reports poster
presentation
Partner Community URC URC URC
Performance/ Learning Practice Practice/ Practice/
Success Opportunity Opportunity
Indicator

Legend:
L – facilitate LEARNING of the competencies (input is provided, and
competency is evaluated
P – allow the student to PRACTICE competencies (no input, but competency
is evaluated)
O – provide OPPORTUNITY for development (no input or evaluation, but
there is an opportunity to practice the competencies

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 2023 BS MARKETING MANAGEMENT PROGRAM CURRICULUM MAP
CHED Version

Course Course Name/ Year Term Classification A B C D E F G H I J K L

Title Description Leve of Course
l
Acctg Accounting 1 1st Institutional P L L L L L/P L L L L/P L/P L/P
1BA Fundamentals Sem Elective

Mktg 1N Principles of 1 1st Professional L L/P P/O P/O P P P P P L/P L/P L/P
Marketing Sem Major
Bus 2N Good Governance 1 2nd Business L L P P P O O O P L/P L/P L/P
and Social Sem Administration
Responsibility Core
Comp 2 Computer Trends 1 2nd Institutional L P P P P P O O O L/P L/P L/P
Lab and E-Commerce Sem Elective
Lab
Comp 2 Computer Trends 1 2nd Institutional L P P P P P O O O L/P L/P L/P
lec and E-Commerce Sem Elective
Lec
Law 1 Law on Obligation 1 2nd Business L L/P P P P P O O O L/P L/P L/P
and Contracts Sem Administration
Core
Mktg 2N Professional 1 2nd Professional L P P P O O O O O L/P L/P L/P
Salesmanship Sem Major
Mktg 3N Marketing 2 1st Professional L P P P P O O O O L/P L/P L/P
Research Sem Major
Econ 5 Basic 2 2nd Business L L L L L L P P P L/P L/P L/P
Microeconomics Sem Administration
Core
Mktg 4N Advertising 2 2nd Professional L/P L/P P P P P/O O O O L/P L/P L/P
Sem Major
Mktg 5N Marketing 2 2nd Professional L L L L P P P P P L/P L/P L/P
Management Sem Major
Tax 1 Income Taxation 2 2nd Business L L L L/P P P P P P L/P L/P L/P

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 Sem Administration
Core
BR1 BA Introduction to 3 1st Business L L L/P P P O O O O P/O P/O P/O
Business Research Sem Administration
Core
Mgt 1N Operation 3 1st Common P L P P P P P O O P/O P/O P/O
Management and Sem Business and
TQM Management
Course
MKPE 1 Franchising 3 1st Elective L L/P P P P O O O O P/O P/O P/O
Sem
Mktg 6N Distribution 3 1st Professional P/O P/O P/O
Management Sem Major
BR 2N Business Research- 3 2nd Business L L L/P P P O O O O P/O P/O P/O
Thesis Sem Administration
Core
Mgt 4N Strategic 3 2nd Common L P P P P P P P P P/O P/O P/O
Management Sem Business and
Management
Course
MKPE 2 Sales Management 3 2nd Elective L P P P O O O O O P/O P/O P/O
Sem
MKPE 3 E-Commerce and 3 2nd Elective L P P P P P P O O P/O P/O P/O
Internet Marketing Sem
Mktg Product 3 2nd Professional P P P P O O O O O P/O P/O P/O
7BA Management Sem Major
Mktg Retail Management 3 2nd Professional P P P P P P O O O P/O P/O P/O
8BA Sem Major
Bus 3N International Trade 4 1st Elective L L L P P P O O O P/O P/O P/O
and Agreements Sem
Mgt 5 Human Resource 4 1st Business L L/P L/P P P P P P P P/O P/O P/O
Management Sem Administration
Core
MKPE 4 Strategic Marketing 4 1st Elective L L L L P P P P P P/O P/O P/O
Management Sem

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 Mktg Pricing Strategy 4 1st Professional L L L L L L P P P P/O P/O P/O
9BA Sem Major
BA Prac On-the-Job Training 4 2nd Elective P P O O O O O O O P/O P/O P/O
1 Sem

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Alignment of Department Vision

PREMIER TRANSFOR GREAT FUTURE

UB Vision
UNIVERSITY MING LIVES

Core provider Highly- Values-driven

College Vision competitive business
professionals

Articulation of Department Vision

College Vision Articulation/Indicators

Core provider  Student-centered business

education
 Holistic-training instruction
 Fostering a Learning
Environment

Highly-competitive  Innovative
 Strong business acumen
 Academically proficient

Values-driven business  Successful business leaders

professionals  Ethical and responsible business
practices

Alignment of Department/College Mission

UB Mission To provide A holistic Scholarship,
education Character, and
anchored Service
on
Department/ To provide Holistic Anchored on
College Mission business Scholarship,
education Character, and
Service.

Articulation of Department/College Mission

Department/College Mission Articulation/Indicators

To provide Equip students with practical

business life skills.

holistic business education  integrated business education

 commitment to continuous
learning and professional
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 development

anchored on Scholarship  critically, analytically, and

creatively solve and drive results

Character  Adaptability
 Resilience
 Proactive

Service  Socially and ethically

responsible

Alignment of Core Values

UB Core Scholarship Character Service

Values

Department/ Professional Diligence Customer Care

College Competence Integrity
Core Values

Department/College Core Articulation/Indicators

Values

Professional Competence  Leaders in the industry

 Embracing an entrepreneurial
mindset

Integrity  Upholding high ethical

standards
 Being honest, even if others
are not

Customer Care  Prioritize a client-centric

approach
 ensuring the needs and
satisfaction of clients

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Alignment of Program Outcomes

CHED CMO Program 2018 Program Updated Program PQF AQF Industry
Outcomes Outcomes Outcomes Feedback
(UB) (2023)
BS-MARKETING
MANAGEMENT

A. Analyze the A. Analyze the business A. Analyze the Articulate and Demonstrate  The speed
business environment environment for business discuss the latest knowledge and skills with which
for strategic direction. strategic direction. environment for developments in the that are specialized, new ideas are
strategic direction in specific field of technical, and grasped: the
marketing practice. theoretical within a ability to
management. specific field. understand
Involve critical and new
analytical thinking. concepts.
 Can see any
given
situation
from multiple
perspectives,
which makes
them
qualified
under
challenging
conditions

B. Prepare operational B. Prepare operational B. Prepare Work effectively and The context in which  carried
plans. plans. operational plans in independently in knowledge and skills assigned
marketing multi-disciplinary are demonstrated: tasks as
management. and multi-cultural Are complex and instructed,

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 teams. changing  had the
It requires initiative initiative to
and adaptability as do things
well as strategies to
improve activities and
solve complex and
abstract issues.

C. Innovate business C. Innovate business C. Innovate business Articulate and Demonstrate  shows
ideas based on ideas based on ideas based on discuss the latest knowledge and skills willingness or
emerging industry. emerging industry. emerging industries developments in the that are specialized, welcomes the
in marketing specific field of technical, and tasks given
management practice. (PQF level theoretical within a  very well in
6 descriptor) specific field. whatever
Involve critical and task assigned
analytical thinking.

D. Manage a strategic D. Manage a strategic D. Manage a Work effectively and The context in which  shows
business unit for business unit for strategic business independently in knowledge and skills enthusiasm
economic economic unit for the economic multi-disciplinary are demonstrated: and a good
sustainability. sustainability. sustainability of the and multi-cultural Are complex and positive
marketing industry. teams. (PQF level 6 changing attitude
descriptor) It requires initiative  and can
and adaptability as solve/finish
well as strategies to the given
improve activities and task quickly
solve complex and
abstract issues.

E. Conduct business E. Conduct business E. Conduct business Articulate and Demonstrate  well-
research. research. research in discuss the latest knowledge and skills equipped
application to developments in the that are specialized,  has a strong
marketing specific field of technical, and dedication to
management. practice. (PQF level theoretical within a work

14 | P a g e Revised SY 2023-
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 6 descriptor) specific field.
Involve critical and
analytical thinking.

F. Apply the basic F. Implement the basic F. Apply the basic Work effectively and The context in which  delivered the
concepts that underlie functions of concepts that independently in knowledge and skills task given
the functional areas of management such as underlie the multi-disciplinary are demonstrated: effectively
business (marketing, planning, organizing functional areas of and multi-cultural Are complex and and
finance, human staffing, directing, marketing teams. (PQF level 6 changing efficiently
resource leading, & controlling. management and descriptor) It requires initiative
management, employ these and adaptability as
information concepts in various well as strategies to
technology, and business situations. improve activities and
strategic management solve complex and
) and employ these abstract issues.
concepts in various
business situations.

G. Select the proper G. Select the proper G. Select the proper Work effectively and Demonstrate  can
decision-making tools decision tools to decision-making independently in knowledge and skills solve/finish the
to critically, critically, analytically, tools to critically, multi-disciplinary that are specialized, given task
analytically, and and creatively solve analytically, and and multi-cultural technical, and quickly
creatively solve and problems and drive creatively solve and teams. (PQF level 6 theoretical within a  effectively
drive results. results. drive results to descriptor) specific field. and efficient in
marketing Involve critical and the job given
management analytical thinking.
effectively.

H. Apply information H. Apply information H. Apply information Articulate and The context in which  good learner
and communication and communication and communication discuss the latest knowledge and skills  Application of
technology (ICT) skills technology (ICT) technology (ICT) developments in the are demonstrated: efforts to a task:
as required by the effectively and skills in the specific field of Are complex and capacity for
business environment. efficiently. marketing industry. practice. (PQF level changing sustained

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 6 descriptor) It requires initiative efforts
and adaptability as
well as strategies to
improve activities and
solve complex and
abstract issues.

I. Work effectively with I. Work effectively with I. Work effectively Work effectively and Demonstrate  Win the
other stakeholders other stakeholders and with other independently in knowledge and skills respect of all
and manage conflict in manage conflict in the stakeholders and multi-disciplinary that are specialized, levels in the
the workplace. workplace. manage conflict in and multi-cultural technical, and company
the workplace. teams. theoretical within a setup
specific field.  very
Involve critical and accommodati
analytical thinking. ng to clients
and very
helpful to her
colleagues

J. Express oneself J. Express oneself Work effectively and The context in which  has
clearly and clearly and independently in knowledge and skills determination
communicate communicate multi-disciplinary are demonstrated: and dedication,
effectively with effectively with and multi-cultural Are complex and with a positive
stakeholders both in stakeholders both in teams. (PQF level 6 changing attitude toward
oral and written forms. oral and written descriptor) It requires initiative others
forms. and adaptability as
well as strategies to
improve activities and
solve complex and
abstract issues.

K. Demonstrate K. Demonstrate K. Demonstrate Articulate and Demonstrate  Very

corporate citizenship corporate and social corporate citizenship discuss the latest knowledge and skills responsible
and social responsibility. and social developments in the that are specialized, has the

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 responsibility. responsibility. specific field of technical, and initiative to do
practice. (PQF level theoretical within a things
6 descriptor) specific field.
Involve critical and
analytical thinking.

L. Exercise high L. Exercise high Work effectively and The context in which  honest, self-
personal moral and personal moral and independently in knowledge and skills motivated, and
ethical standards. ethical standards. multi-disciplinary are demonstrated: hardworking
and multi-cultural Are complex and person,
teams. (PQF level 6 changing  trustworthy
descriptor) It requires initiative
and adaptability as
well as strategies to
improve activities and
solve complex and
abstract issues.

Tagging of Courses/Subjects with Program Outcomes

Updated Program Outcomes (2023) Performance Indicators Courses/Subjects Tagged

(Professional/Major Courses/Subjects)
Note: All professional/major courses must
be tagged to a program outcome

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 A. Analyze the business environment for 1. Demonstrate the ability to identify and MKTG 5, ECON 5N, TAX 1, MKPE 1, MKPE
strategic direction in marketing evaluate internal and external factors 2, MKTG 8BA, MKTG 4N, MGT 5N, MKPE
management. influencing the business environment 4, BA PRAC 1, BUS 2N, MKTG 2N
relevant to marketing management.
2. Utilize strategic analysis tools to
assess the competitive landscape and
market trends.
3. Present well-researched and data-
driven reports outlining strategic insights
and recommendations for adapting
marketing strategies to changing market
conditions.
4. Engage in critical discussions and
debates regarding the implications of
environmental factors on marketing
strategy formulation and
implementation.

B. Prepare operational plans in 1. Develop comprehensive operational ACCTG 1BA, MKTG 1N, LAW 1, COMP 2N
marketing management. plans outlining marketing objectives, LEC, MKPE 1, MKPE 2, MKTG 8BA, MKTG
strategies, tactics, and timelines to 4N, MGT 1N, MKTG 6N, MKTG 7BA, MKTG
achieve organizational goals. 9BA, BUS 3N, BA PRAC 1
2. Demonstrate proficiency in budgeting
and resource allocation to support the
implementation of marketing plans
effectively.
3. Present operational plans in a clear,
concise, and professional manner,
addressing key stakeholders and
garnering support for implementation.
4. Revise operational plans in response
to feedback, changing market dynamics,

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 and organizational priorities to ensure
alignment with strategic objectives.

C. Innovate business ideas based on 1. Identify emerging trends and MKPE 1, MKPE 2, MKTG 8BA, MKTG 4N,
emerging industries in marketing opportunities in the marketing industry MGT 5N, MKPE 4, BA PRAC 1, BUS 2N,
management. through thorough market research and MKTG 2N, MKTG 4N, MGT 1N, MKTG 6N,
analysis of consumer behavior, MKTG 7BA, MKTG 9BA, BUS 3N
technological advancements, and
industry developments.
2. Generate creative and innovative
business ideas that capitalize on
emerging trends and address unmet
consumer needs or market gaps.
3. Present business ideas effectively,
utilizing persuasive communication skills
to articulate the value proposition,
market potential, and feasibility of the
innovation to stakeholders.
4. Evaluate the viability and
sustainability of business ideas using
relevant metrics and criteria, such as
market demand, scalability, competitive
advantage, and financial feasibility.

D. Manage a strategic business unit for 1. Develop a comprehensive MKTG 5N, ECON 5N, TAX 1, MKPE 1,
the economic sustainability of the understanding of the marketing industry MKPE 2, MKTG 8BA, MKTG 4N, MGT 5N,
marketing industry. landscape, including market dynamics, MKPE 4, BA PRAC 1
competitive forces, regulatory
environment, and emerging trends, to
inform strategic decision-making.
2. Analyze market opportunities and
threats to formulate strategic business
19 | P a g e Revised SY 2023-
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 plans aimed at achieving sustainable
growth and competitive advantage for
the marketing business unit.
3. Define clear business objectives, key
performance indicators (KPIs), and
targets aligned with organizational goals
and market opportunities to measure
and track the performance of the
marketing business unit.
4. Identify and leverage core
competencies, resources, and
capabilities within the marketing
business unit to create value
propositions that differentiate the
organization in the market and drive
customer loyalty and satisfaction.
5. Monitor and evaluate the performance
of marketing initiatives and campaigns
using relevant metrics and analytics
tools to assess effectiveness, ROI, and
alignment with strategic objectives.

E. Conduct business research in 1. Identify relevant research questions MKTG 3BA, BR 1BA, BR 2BA, MKPE 3, BA
application to marketing management. and objectives aligned with marketing PRAC 1
management objectives and strategic
priorities.
2. Develop a comprehensive research
plan outlining research methodologies,
data collection methods, and sampling
techniques suitable for addressing
research questions in marketing
management.

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 3. Collect primary and secondary data
using appropriate research tools and
techniques such as surveys, interviews,
focus groups, observation, and literature
reviews to gather insights into marketing
trends, consumer behavior, market
dynamics, and competitive landscape.
4. Analyze research findings using
qualitative and quantitative data
analysis methods, statistical tools, and
data visualization techniques to derive
actionable insights and implications for
marketing strategy formulation and
decision-making.
5. Interpret research results accurately
and critically evaluate their relevance,
reliability, and validity in the context of
marketing management objectives and
business challenges.
6. Synthesize research findings into clear
and concise reports, presentations, and
recommendations suitable for diverse
stakeholders, including senior
management, marketing teams, and
external partners.
7. Communicate research findings
effectively using appropriate formats,
styles, and channels to engage and
persuade stakeholders and drive
informed decision-making in marketing
management.
8. Apply ethical principles and research

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 integrity standards in conducting and
reporting business research to ensure
credibility, transparency, and
trustworthiness of research outcomes in
marketing management.

F. Apply the basic concepts that underlie 1. Demonstrate understanding of ACCTG 1BA, MKTG 1N, LAW 1, COMP 2N
the functional areas of marketing fundamental marketing concepts such as LEC, MKPE 1, MKPE 2, MKTG 8BA, MKTG
management and employ these the marketing mix (product, price, place, 4N, MGT 5N, MKPE 4, BA PRAC 1
concepts in various business situations. promotion), market segmentation,
targeting, and positioning, and their
relevance to marketing management
practices.
2. Apply marketing theories and
frameworks to analyze and evaluate
real-world marketing problems,
challenges, and opportunities
encountered in business scenarios.
3. Develop marketing strategies and
plans that align with organizational
objectives, target market preferences,
and competitive positioning, considering
factors such as market segmentation,
product differentiation, and pricing
strategies.
4. Design and implement marketing
campaigns, promotional activities, and
advertising initiatives tailored to specific
target audiences and market segments,
leveraging appropriate channels and
communication platforms.
5. Evaluate the effectiveness of

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 marketing initiatives and consumer
preferences, demonstrating flexibility
and agility in decision-making.
6. Demonstrate creativity and innovation
in developing novel marketing solutions,
product concepts, and value propositions
that resonate with target audiences and
differentiate the brand in the
marketplace.
7. Apply critical thinking and problem-
solving skills to analyze marketing data,
interpret market research findings, and
make data-driven decisions to optimize
marketing performance and drive
business growth.

G. Select the proper decision-making 1. Identify and evaluate relevant ACCTG 1BA, MKTG 1N, LAW 1, COMP 2N
tools to critically, analytically, and decision-making tools and frameworks LEC, MKTG 5N, ECON 5N, TAX 1, MGT
creatively solve and drive results to commonly used in marketing 1N, MKTG 6N, MKTG 7BA, MKTG 3BA
manage marketing management management.
effectively. 2. Apply critical thinking skills to analyze
complex marketing problems,
challenges, and opportunities,
considering multiple perspectives,
potential outcomes, and alternative
courses of action.
3. Demonstrate proficiency in using
marketing analytics software, tools, and
platforms to extract actionable insights,
generate meaningful reports, and make
informed decisions based on data-driven
evidence.

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 4. Evaluate the potential risks, benefits,
and trade-offs associated with different
marketing strategies and tactics,
considering factors such as resource
allocation, budget constraints, and time
sensitivity.
5. Reflect on past marketing decisions
and outcomes, identifying lessons
learned and best practices to inform
future decision-making processes and
enhance overall marketing management
effectiveness.

H. Apply information and communication 1. Utilize digital marketing tools and ACCTG 1BA, MKTG 1N, LAW 1, COMP 2N
technology (ICT) skills as required in the platforms effectively to execute LEC, COMP 2N LAB, MKTG 3BA, BR 1BA,
marketing industry. marketing campaigns across various BR 2BA, BA PRAC 1
channels, including social media, email
marketing, search engine optimization
(SEO), and content management
systems (CMS).
2. Demonstrate proficiency in using
marketing automation software to
streamline repetitive tasks, manage
customer interactions, and optimize
marketing workflows.
3. Create engaging multimedia content,
including graphics, videos, and
interactive media, to enhance marketing
communications and resonate with
target audiences.
4. Leverage data visualization tools to
present marketing data in a clear,

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 concise, and visually appealing manner,
facilitating interpretation and decision-
making by stakeholders.

I. Work effectively with other 1. Demonstrates effective interpersonal MKTG 4N, MGT 1N, MKTG 6N, MKTG 7BA,
stakeholders and manage conflict in the communication skills by actively BR 1BA, BR 2BA, MKPE 3, BA PRAC 1
workplace. listening, providing constructive
feedback, and fostering open dialogue to
resolve conflicts and address concerns in
the workplace.
2. Applies conflict resolution strategies
and negotiation techniques to manage
interpersonal conflicts and disputes,
seeking win-win solutions, mediating
disagreements, and promoting positive
working relationships among team
members.
3. Exhibits flexibility and adaptability in
diverse team environments, valuing
diverse perspectives, recognizing
cultural differences, and respecting
individual differences to promote
inclusivity, diversity, and harmony in the
workplace.

J. Express oneself clearly and 1. Articulates ideas, concepts, and BUS 2N, MKTG 2N, MKTG 4N, MKTG 9BA,
communicate effectively with findings clearly and concisely in oral and BUS 3N, BA PRAC 1N, COMP 2N LAB
stakeholders both in oral and written written communication.
forms. 2. Delivers engaging and coherent oral
presentations, effectively conveying key
messages, using appropriate visual aids,
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 and engaging delivery techniques to
maintain audience interest and
comprehension.
3. Utilizes diverse communication
channels, including email, phone, video
conferencing, and face-to-face
interactions.
4. Adapts communication style and tone
based on the audience and context,
demonstrating sensitivity to cultural
differences, organizational norms, and
individual preferences to enhance
understanding and collaboration.

K. Demonstrate corporate citizenship 1. Engages in community service or MKPE 1, MKPE 2, MKTG 8BA, MKTG 4N,
and social responsibility. volunteer activities, demonstrating a BUS 2N, MKTG 2N, MGT 1N, MKTG 6N,
commitment to corporate social MKTG 7BA, BR 1BA, BR 2BA, MKPE 3, BA
responsibility by contributing time and PRAC 1
resources to address social or
environmental issues.
2. Integrates ethical principles and
values into decision-making processes.
3. Participates in sustainability
initiatives, promoting environmentally
sustainable practices or implementing
initiatives to improve the welfare of
society and local communities.
4. Communicates corporate values and
social responsibility initiatives effectively
to internal and external stakeholders.

L. Exercise high personal moral and 1. Demonstrates honesty and integrity in MKPE 1, MKPE 2, MKTG 8BA, MKTG 4N,
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 ethical standards. academic and professional activities, BUS 2N, MKTG 2N, MKTG 9BA, BUS 3N,
consistently adhering to ethical BA PRAC 1
guidelines and standards of conduct.
2. Upholds confidentiality and privacy
rights, maintaining discretion when
handling sensitive information.
3. Exhibits accountability and
responsibility for personal actions and
decisions, taking ownership of mistakes
and demonstrating a willingness to learn
from feedback and improve
performance.

Prepared by: Reviewed by: Approved by:

Ms. Hazel Bungabong MR. CESARIO O. EDULAN ATTY. MARLUMINA B. TEH

Program Chairperson Dean Vice President for Academic Affairs
Date Revised: June 2023

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