PROGRAM SPECIFICATION
Bachelor of Science in Business Administration Major in Marketing Management
A. General Information
- Program Title: Bachelor of Science in Business Administration Major in Marketing Management
- Degree Awarded: BSBA – Marketing Management
- Institution: Nueva Ecija University of Science and Technology
- Department: College of Management and Business Technology
- Program Duration: 4 years
- Mode of Delivery: Face-to-face / Flexible Learning Modality
B. Program Description
The BSBA Major in Marketing Management program prepares students for careers in marketing, advertising, sales, and brand management. It focuses on developing competencies in market analysis, consumer behavior, digital marketing, and strategic planning, consistent with the guidelines of CHED CMO 17 s. 2017.
C. Program Educational Objectives
Graduates of the program are expected to:
- Analyze the business environment for strategic direction
- Prepare operational plans
- Innovate business ideas based on emerging industry
- Manage a strategic business unit for economic sustainability
- Conduct business research
D. Program Learning Outcomes (PLOs)
- Perform the basic functions of management such as planning, organizing, staffing, directing, and controlling.
- Apply the basic concepts that underlie each of the functional areas of business (marketing, finance, human resources management, production and operations management, information technology, and strategic management) and employ these concepts in various business situations.
- Select the proper decision-making tools to critically, analytically, and creatively solve problems and drive results.
- Express oneself clearly and communicate effectively with stakeholders both in oral and written forms.
- Apply information and communication technology (ICT) skills as required by the business environment.
- Work effectively with other stakeholders and manage conflict in the workplace.
- Plan and implement business-related activities.
- Demonstrate corporate citizenship and social responsibility.
- Exercise high personal moral and ethical standards.
E. Curriculum Structure
The curriculum for BSBA covers a balanced treatment of functional areas in human resource management, marketing, finance, operations, and economics. It broadens the knowledge and skills for the local and international business environment.
The 155 units are broken down into the following components:
| Courses | Minimum Unit Prescribed by CHED | University Prescribed |
|---|---|---|
| General Education (GE) Courses | 36 | 36 |
| National Service Training Program (NSTP) | 6 | 6 |
| PATH Fitness (PE) Courses | 8 | 8 |
| Subtotal | 50 units | 50 units |
| Common Business and Management Courses (CBMEC) – Operations Management (TQM) – Strategic Management |
6 | 6 |
| Business Administration Core | 24 | 24 |
| Professional Major | 24 | 24 |
| Electives | 12 | 42 |
| Internship (600 hrs) | 6 | 6 |
| Institutional Requirement | — | 3 |
| Subtotal | 72 units | 105 units |
| Total including GE, NSTP and PE | 122 units | 155 units |
F. Teaching and Learning Strategies
- Teacher-led discussions
- Case studies
- Group projects
- Industry immersion
- Simulation and role-playing
- Internship
- Conceptualization and Development of Business Research paper
G. Assessment Methods
- Written examinations
- Case analysis
- Marketing plans/projects
- Individual/Group Presentations
- Practicum evaluation
- Research Outputs
H. Admission Requirements
(From OAR)
- Senior High School graduate (preferably ABM strand)
- Entrance Examination
I. Graduation Requirements
(From OAR)
- Completion of all required units
- Passing of all courses
- Completion of internship
- Compliance with institutional requirements
J. Curriculum Map
K. Quality Assurance
L. Educational Philosophy
COURSE CATALOG
Course: Bachelor of Science in Business Administration Major in Marketing Management
Program Description: The degree program described herein shall be called Bachelor of Science in Business Administration (BSBA).
Program Objectives: As per CHED Memorandum Order No. 17, series of 2017, the goals for Bachelor of Science in Business Administration graduates are as follows:
- Assume supervisory and/or managerial responsibilities within their organization.
- Pursue graduate studies in business and management.
- Manage a business.
1ST YEAR (FIRST SEMESTER)
| Course Code | Course Title | Course Description | Credits | Pre-Requisite |
|---|---|---|---|---|
| GE 1 | Understanding the Self | Nature of identity, factors, and forces that affect the development and maintenance of personal identity. | 3 | — |
| GE 2 | Mga Babasahin hinggil sa Kasaysayan ng Pilipinas (Readings in the Philippine History) | Mga piling primaryang sanggunian ukol sa iba’t ibang yugto ng kasaysayan ng Pilipinas, pagsusuri at interpretasyon. | 3 | — |
| GE 3 | The Contemporary World | Globalization and its impact on individuals, communities, and nations: challenges and responses. | 3 | — |
| GE 4 | Mathematics in the Modern World | Nature of Mathematics, appearance of its practical, intellectual, and aesthetic dimensions, and application of mathematical tools in daily life. | 3 | — |
| GE 5 | Purposive Communication | Purposive Communication is about writing, speaking, and presenting to different audiences and various purposes. | 3 | — |
| GE FIL 1 | Kontekstwalisayson, Komunikasyon sa Filipino (KOMFIL) | Ang KOMFIL ay isang praktikal na kursong nagpapalawak at napapalalim sa kontektwalisadongkomnikasyon sa wikang Filipino ng mga mamamayang Pilipino sa kani-kanilang mga komunidad sa partikular, at sa buong lipunang Pilipinosa pangkalahatan. Nakatuon ang kursong ito sa makrokasanayang pakikinig at pagsasalita, gayundin sa kasanayan sa paggamit ng ibat’t ibang tradisyunal at modernong midya na makabuluhan sa kontekstong Pilipino sa iba’t ibang antas at larangan. | 3 | — |
| BA CORE 1 | Basic Microeconomics | This course is an introduction to microeconomics. Microeconomics introduces students to the cost-benefit analysis that is the economic way of thinking. This analysis is used to understand smaller segments of the economy-specifically, consumers and producers-as they interact in output markets and resource markets, and to understand the government’s impact on this economic units the principles and theories of economics, nature of economics and its importance, basic elements of demand and supply, production and cost, market structures, concept of elasticity, consumer behavior, taxation and comprehensive agrarian reform. | 3 | — |
| Pathfit 1 | Physical Activities Toward Health and Fitness 1: Movements Competency Training | — | 2 | — |
| NSTP 1 | ROTC/CWTS/LTS | — | 3 | — |
1ST YEAR (SECOND SEMESTER)
| Course Code | Course Title | Course Description | Credits | Pre-Requisite |
|---|---|---|---|---|
| BA CORE 2 | Good Governance and Social Responsibility | This course aims to provide the student as a decision-maker and focus on ethical issues and dilemmas facing managers in most business organizations. The specific objectives of the course are to raise students’ general awareness of ethical dilemmas at work, to place ethical issues within a management context subject to analysis and decision-making action, and to enhance and improve the ability of students to reason toward a satisfactory resolution of an ethical dilemma. | 3 | — |
| GE 6 | Art Appreciation | Art Appreciation is a three-unit course that develops students’ ability to appreciate, analyze, and critique works of art. Through interdisciplinary and multimodal approaches, this course equips students with broad knowledge of the practical, historical, philosophical, and social relevance of the arts in order to hone students’ ability to articulate their understanding of the arts. The course also develops students’ competency in researching and curating art as well as conceptualizing, mounting, and evaluating art productions. The course aims to develop students’ genuine appreciation for Philippine arts by providing them opportunities to explore the diversity and richness, and their rootedness in Filipino culture. | 3 | — |
| GE 7 | Science, Technology, and Society | Interactions between science and technology and social, cultural, political, and economic contexts that shape and are shaped by them; specific examples throughout human history of scientific and technological developments. | 3 | — |
| GE 8 | Ethics | Principles of ethical behavior in modern society at the level of the person, society, and in interaction with the environment and other shared resources. | 3 | — |
| GE-Fil 2 | Filipino sa Iba’t ibang Disiplina | Ang FILDIS ay isang praktikal na kursong nagpapalawak at nagpapalalim sa kasanayan sa malalim at mapanuring pagbasa, at ng mga mamayang Pilipino. Nakatuon ang kurosong ito sa makrokasanayang pagbasa at pagsulat, gamit ang mga makabuluhang pananaliksik sa wikang Filipino, bilang lunsaran ng pagsasagawa ng pananaliksik ( mula sa pangangalap ng datos at pagsulat ng borador ng pananaliksik hanggang sa publikasyon at/o presentasyon nito) na nakaugat sa mga suliranin at realidad ng mga komunidad ng mga mamamayan sa bansa at maging sa komunidad ng mga Pilipino sa iba pang bansa. Saklaw rin ng kursong ito ang paglinang sa kasanayang pagsasalita, partikular sa presentasyon ng pananaliksik sa iba’t ibang porma at venue. Pre-requisite sa kursong ito ang pagkuha ng kursong Kontekstwalisadong Komunikasyon sa Filipino (KOMFIL). | 3 | GE-Fil 1 |
| Elective 1 | Entrepreneurial Management | The course aims to teach the approach entrepreneurs use in identifying opportunities and creating new ventures; the analytic skills that are needed to practice this approach; and the background knowledge and managerial skills that are necessary for dealing with the recurring issues involved in starting, growing, and harnessing the value of new ventures. | 3 | — |
| Elective 2 | Personal Finance | The student will be given a general idea of what is involved in the science of handling money. The scope will cover the performance of an individual or a family in budgeting, saving, spending monetary resources, taking into account various financial risks and other future events, and practices such as earning, investing, and other related activities involving personal financial management. | 3 | — |
| Pathfit 2 | Physical Activities Toward Health and Fitness 2: Exercise-based Fitness Activities | — | 2 | — |
| NSTP 2 | ROTC/CWTS/LTS | — | 3 | — |
2ND YEAR (1ST SEMESTER)
| Course Code | Course Title | Course Description | Credits | Pre-Requisite |
|---|---|---|---|---|
| GE 9 | The Life and Works of Jose Rizal | The course deals with the vision and mission of the university towards excellence in the world of academe. Moreover, this course studies or Life, Works, and Writings of Dr. Jose Rizal, the national hero and martyr and other significant Filipino heroes and heroines. It discusses the ideas and concepts of Dr. Jose Rizal on good government, church and religion, education, family patriotism, and others concerning Philippine Society. This course provides these students wider appreciation and understanding on themselves. The relevance of this ideas on Philippine Society then and now will also be analyzed. Implications of these structures affecting the Philippine Society then and now will also be analyzed. | 3 | — |
| GE-Fil 3 | Dalumat ng/sa Filipino (DALUMATFIL) | Ang DALUMATFIL ay isang maagwat na kursong napapalawak at nagpapalalim sa kasanayan sa malalim at mapanuring pagbasa, pagsulat at pananaliksik sa wikang Filipino sa iba’t ibang larangan, kontekto ng kontemporaryong sitwasyon at mga pangangailangan ng bansa at ng mga mamamayang Pilipino. Partikular na nakatuon ang kursong ito sa makrokasanayang pagbasa at pagsulat, gamit ang mga makabuluhang pananaliksik sa wikang Filipino, bilang lunsaran ng pagpapalawak at pagpapalalim sa kasanayan, kakayahan at kamalayan ng mga estudyante na malikhainat mapanuring makapagdalumat o “makapag-teorya sa wikang Filipino, batay sa mga piling lokal at dayuhang konsepto at teorya na akma sa kontekto ng komunidad at bansa. Pre-requisite sa kursong ito ang pagkuha ng kursong Filipino sa Ibat ibang Disciplina (FILDIS). Samakatwid, ito ang karagdagang 3 yunit ng ng GE- Filipino para sa mga kumukuha ng mga kurso sa larangang Humanities, Social Sciences at Communication/HUSOCOM (gaya ng Bachelor in Secondary Education/BSE Filipino, BSE English, BSE Chemistry, AB Politikal Science, Communication Arts, Journalism, Legal Management at iba pa), Bukod pa sa 6 yunit batayang GE-Filipino (KOMFIL at FILDIS) na kinukuha rin ng mga mag-aaral na ang kurso ay NON-HUSOCOM. | 3 | GE-Fil 2 |
| BA CORE 3 | Business Law | The course deals with the basic principles of obligations and contracts. Topics include the general nature of law sourse of the obligations under the Civil Code, specific circumstances affecting obligations in general, duties of obligator to do or not to do, extinguishment of obligations, general principle of law contracts, elements and stages of contracts, freedom from contract and limitation, object of contracts; consideration of contracts, formalities, interpretations and reformations and defective contracts. | 3 | — |
| BA CORE 4 | Taxation | The course deals with the concepts of income taxation and a brief analysis of taxation covering internal revenue taxes in business enterprises, profit-making activities, taxes on business and income taxes. It also tackles on the preparation, filing, administrative rules regarding the filing of returns, payment and collection of taxes as well as classifying deductions and exemptions included and permitted for tax computation purposes. | 3 | — |
| BA CORE 5 | Human Resource Management | This course examines the primary role of human resources development (HRD) in the organization to help people and organizations effectively manage change through the four major purposes of manpower management: acquisition, development, maintenance and utilization of manpower, as well as its integration to other areas such as general management and strategic management. Labor laws and general labor standards will be included in this course to help the future employers and employees know how all these affect their roles and relationships in the workplace. | 3 | — |
| Elective 3 | Cooperative Marketing | This course outlines the process of organizing and financing a cooperative business. It represents the most important elements to consider when forming a cooperative. It lists what special expertise is necessary, and where to look for help. The subject emphasizes working with groups of producers to develop markets and sources of supply. This study has been broadened to also include nonfarm cooperative applications. The cooperative business structure, already shown to be successful in agriculture, also hasbeen useful in helping others obtain desired benefits or provide needed services in areas like housing, utilities, finance, health care, child care, and small business support. | 3 | — |
| Elective 4 | Agricultural Marketing | The course covers strategies on how to identify and promote new industrial uses for our country’s agricultural commodities. It includes networking with the private sector to develop environmentally friendly products and technologies, using raw materials produced in agriculture. | 3 | — |
| Pathfit 3 | Physical Activities Toward Health and Fitness 3: Menu of Dance, Sports, Martial Arts, Group Exercise, Outdoor and Adventure Activities | — | 2 | — |
2ND YEAR (2ND SEMESTER)
| Course Code | Course Title | Course Description | Credits | Pre-Requisite |
|---|---|---|---|---|
| ELP | English for Business Administration | This course enhances the communication skills of Business Administration students, focusing on technical writing, report preparation, and presentations. Students will learn to clearly and effectively convey technical information while incorporating principles of peace education, gender inclusivity, and respect for indigenous perspectives. The course emphasizes ethical communication, cultural awareness, and the importance of addressing diverse perspectives, preparing students to engage in professional communication and collaborate effectively in global business environments. Through this course, students will develop the skills needed to navigate and contribute to a diverse and inclusive business field. | 3 | — |
| Elective 5 | Direct Marketing | This course deals with the expanded materials on the internet and other digital media and brand information on E-business (including e-communications, banners and e-mail, permission marketing) also includes E-commerce (on line merchandising and usability and navigation of web sites) and E-services (on line customer service, live operators, on line chats) linking with call centers up to the minute coverage of data base marketing, including data mining in database expanded coverage of consumer privacy, issues new information on customer relationship marketing and tele-services. | 3 | — |
| Elective 6 | Consumer Behavior | This course involved a study of consumer behaviour as a tool for marketing decisions. It describes the rationale for studying, the consumer behavior outcomes, and the consumer behavior process: the psychological core, the process of making decisions, and the post-decision evaluation. Consumers’ culture, consumer behaviour outcomes, and issues concerning consumer welfare are also discussed. | 3 | Elective 3 |
| Elective 7 | Franchising | The course introduces franchising as a method of retail business in which the investor/franchisee makes an investment in the form of a franchise fee in exchange for the right to promote goods, services, and/or processes directly to the public. A franchise usually has a recognizable name or trademark. Franchising involves the integration of independent companies at different levels and in different areas of production and distribution. This integration permits more effective sales and advertising. | 3 | — |
| Elective 8 | New Market Development | The course aims to study services which are offered to provide cost-effective support to business planning, market forecasts, and strategy development (Market Research Reports including Market Essentials; Marketing Consultancy including the Customer Insight style of reporting, and Commercial Due Diligence for financial providers and companies involved in acquisitions and mergers). | 3 | — |
| Elective 9 | Sales Management | This course relates to the principles of sales management functions. The subject covers the functions and methods of recruiting, selecting, training, motivating, equipping, compensating, controlling, and supervising salesmen. Understand the nature of the scope of work of an executive responsible for group sales persons tasked to promote and sell a particular product; understand and discover new selling techniques in a highly competitive and technologically Policies and Standards for BSBA 20 Commission on Higher Education advanced marketing environment. The student will learn to prepare a sales program for a given product, beginning with the launching stage until the full cycle has been completed, integrating therein his social responsibilities towards consumers and other sectors of society. | 3 | — |
| BA CORE 6 | International Trade and Agreements | International Trade provides a host of topics on international trade agreements, trade policies and restrictions, counter trade, world trade, tariffs, foreign exchange, and balance of payments. This course provides materials to students to enable them to encapsulate their knowledge of international trade, especially entered into by ASEAN-member nations. The course also equips students with fundamental knowledge on trade among nations in preparation for globalization. | 3 | — |
| CBMEC 1 | Strategic Management | This course deals with the concepts, techniques, and processes involved in formulating a strategic plan. It includes topics concerning the following: the mission and vision, assessments, and long-term and short-term objectives. It also provides students with basic knowledge of the benefits of strategic management. | 3 | — |
| Pathfit 4 | Physical Activities Toward Health and Fitness 4: Menu of Dance, Sports, Martial Arts, Group Exercise, Outdoor and Adventure Activities | — | 2 | — |
3RD YEAR (1ST SEMESTER)
| Course Code | Course Title | Course Description | Credits | Pre-Requisite |
|---|---|---|---|---|
| BA CORE 7 | Business Research | This course covers the basic principles of research, which includes the traditional kinds and methods of study and how to write the contents in Chapters 1 to 5 in thesis format. It also covers the application of the learned principles into business- and hospitality–related research. The last part, which is the IMRAD or APA style of writing, will be briefly discussed to orient students of this new trend in research publication. | 3 | — |
| Prof. 1 | Distribution Management | The course covers the principles and functions of distribution management, the roles of marketing channels and physical distribution in the marketing system, and the cost implications of management decisions involving distribution. The course aims to crystallize students’ understanding of distribution cost analysis through their involvement in exercises and actual projects in the area of distribution management. | 3 | — |
| Prof. 2 | Advertising | This course aims to provide a thorough understanding of Advertising and the Real world. It will help students analyze marketing/advertising opportunities and will enable them to understand the process of creating and advertising plans. This course discusses details about advertising foundation and environment, advertising media, and creating advertising. This will introduce students to the richness and variety of the advertising world. | 3 | — |
| Prof. 3 | Professional Salesmanship | The course will put selling on a professional basis-that takes into account the demands of changing times, advanced technologies, new products, and sophisticated buyers. | 3 | — |
| Prof. 4 | Marketing Management | This course aims to provide students with a thorough understanding of the role of marketing management in society, the economy, and the firm. It deals with the marketing strategies of management. Case analyses are used to encourage creative thinking, decision-making, and policy formulation among students. | 3 | — |
| Elective 10 | Special Topics in Marketing Management | In this course, the students will have an in depth study at a non bank intermediary where investors can buy special portfolios of securities. The course begins with an overview of financial intermediaries and then focus at the features of mutual funds which is an example of a non depository intermediary. It also deals with topics like SEC Regulations on investment companies like mutual funds, opened-end mutual funds as distinguished from closed-end mutual funds, and investment portfolios. It also provides the students adequate knowledge on the three advantages of mutual funds namely; diversification, liquidity and transaction cost advantage. | 3 | Elective 8 |
3RD YEAR (2ND SEMESTER)
| Course Code | Course Title | Course Description | Credits | Pre-Requisite |
|---|---|---|---|---|
| CBMEC 2 | Operations Management (TQM) | This course tackles the nature, scope, functions, and importance of production and operations management in business. It includes discussions on productivity, competitiveness, strategy, forecasting, production system design, process selection and capacity planning, facilities layout, design of work systems, quality, scheduling, and just-in-time manufacturing systems. Cases will also be used to illustrate and apply the basic production and operations concepts and tools commonly used in business firms. | 3 | CBMEC 1 |
| Prof. 5 | Marketing Research | This course deals with the study of the planning, collection, and analysis of data relevant to marketing decision-making and communicating the results of this analysis to management. It further deals with the function which the consumer, customer and public to the marketer through information that is used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance and improve understanding of marketing as a process. | 3 | — |
| Prof. 6 | Product Management | The course discusses product management typically deals with all of the end-to-end aspects of a product or product line including product profitability, the role may be split with closely related functions Product marketing, program management, and project management. | 3 | Prof. 3 |
| Prof. 7 | Retail Management | This course provides the student with a comprehensive view of retailing and an application of marketing concepts in a practical retail managerial environment. We will analyze current multi-channel retail strategies among bricks-and-mortar and web-based firms. Retailing is changing today, and the successful business will know how to identify, adapt, and plan with the changes, without moving away from its core competencies. We will consider: the development of a retail format and its strategy, the analysis of a target market, demographic analysis related to site selection, retail personnel issues, and category management. Buying, financial analysis, and pricing will also be investigated. | 3 | Prof. 2 |
| Elective 11 | International Marketing | This course is intended to familiarize the students with the principles and practices of global marketing. The topics include the scope and challenge of international marketing, the cultural environment of global marketing global marketing management, and the corporate context of marketing. | 3 | Elective 10 |
| Elective 12 | Environmental Marketing | This course satisfies two interrelated objectives: to improve the students’ marketing decision-making ability through the solution of complex multinational marketing problems; and to increase the student’s sensitivity to different cultural, socio-economic and legal environments encountered in the international marketplace. The course uses readings, cases and a group project. | 3 | — |
4TH YEAR (1ST SEMESTER)
| Course Code | Course Title | Course Description | Credits | Pre-Requisite |
|---|---|---|---|---|
| Prof. 8 | Pricing Strategy | The course is designed to equip the students with the concepts, techniques, and latest pricing issues which will improve pricing. The scope will cover the fundamental analytical tools, theories and concepts needed in formulating pricing strategies and the commonly-used pricing tactics. In addition this will give insights into successful pricing strategies in various industries. | 3 | Prof. 4 |
| Elective 13 | Services Marketing | This course examines the need for marketing in service industries, develops an understanding of the ways in which service marketing differs from product marketing, and improves students’ understanding of how service characteristics affect the marketing function. Students learn to develop and implement marketing plans for service organizations. | 3 | — |
| Elective 14 | E-Commerce and Internet Marketing | This course parallels the study of basic marketing and explores key marketing concepts in the context of today’s digital/Internet environment. It fills the gap for those who have found Internet Marketing studies, which suffers from too much “E” and not enough marketing or are too narrowly or technically focused on e-commerce. This course will introduce the student to many marketing uses of the Internet. Featured are both discussions of E-Marketing strategy and practice with Web page authoring skills. Projects range from solving e-marketing problems to interviewing a professional and creating a Web site. The student will be exposed to the development or evaluation of a strategic marketing plan for a product or product mix offering on the Internet and development or evaluation of the company’s e-strategy and web site. | 3 | Elective 11 |
| BA CORE 8 | Thesis / Feasibility Study | This course is focused on the preparation of a project feasibility study. It further tackles the different types of approaches to business research necessary in the planning and decision-making processes used by firms and corporations. As part of the course requirement, an industry analysis in the form of thesis cum project feasibility study serves as the output. Students are required to defend their research work before the end of the semester. | 3 | BA CORE 7 |
4TH YEAR (2ND SEMESTER)
| Course Code | Course Title | Course Description | Credits | Pre-Requisite |
|---|---|---|---|---|
| OJT | Practicum / Work Integrated Learning | The course supports students embarking on their first applied practicum course in preparation for professional work as business practitioners. The primary instructional strategies used are self-directed learning, self-assessment, peer teaching, and reflective practice. These concepts are woven together using sound instructional design methodology. The course is framed around carefully considered course goals and specific, achievable learning outcomes that focus on the higher-level learning competencies. | 6 | All Academic Subjects |
