Doctor in Business Administration (DBA)

Program Description

The revised curriculum for BSBA Marketing Management students of PUP is anchored on the Policies, Standards and Guidelines (PSG) for the Bachelor of Science in Business Administration (covering Marketing Management) adopted by the CHED on March 28, 2017 (CMO No. 17, series of 2017). The PSG specifies the name of the degree (Art. IV, Sec. 5.1) as “Bachelor of Science in Business Administration”, requiring all state universities and colleges to conform to its provisions in order to be recognized by the Government (Art. II, Sec. 2). The PSG aims to standardize all undergraduate BSBA programs with an ample space for Higher Education Institutions (HEI) to innovate the curriculum in line with the assessment of how best to achieve program learning outcomes in their specific contexts (Article 1, Section 1).

The 2022 curriculum revision is founded on the vision of the Polytechnic University of the Philippines to be a National Polytechnic University - an institution that offers superior full range programs from high school to doctoral programs through traditional and non-traditional system towards quality and excellence, adaptability, and nationalism. With a reduced number of units (from 185 to 164), the curriculum strives to prioritize relevant courses through introduction of new foundational and business core subjects and merging of related courses towards a more balanced approach to education - academic excellence and personal growth through extension, leadership programs, and sports. Lastly, the revised curriculum responds to the challenges of pandemic through application of methodologies that support hybrid learning.

The BSBA Marketing Major in Marketing Management (BSBAMM) program follows an integrated approach to facilitate understanding of the different functional areas of business and how the effective orchestration and operationalization of these areas/components may lead to organizational success (5.2 Nature of the Field of Study, CMO No. 17, series of 2017).

Specifically, the BSBAMM program aims for students to have an in-depth understanding of the key concepts and processes of Marketing Management – creation, delivery and communicating products and services to target markets.

Program Learning Outcomes

The BSBAMM 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 prepares 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.

Demonstrate the capability to articulate and implement marketing theories and concepts in professional and personal settings, locally and abroad;
Communicate marketing ideas effectively through oral, written, and digital means that is anchored on ethical standards;
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 understanding consumer behavior and key marketing management processes (e.g. marketing analytics as applied to logistics, services, promotions);
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;
Demonstrate adherence to ethical standards in professional and personal circumstances;
Demonstrate the capacity to identify gaps/problems, areas for improvement and innovation to adapt to the continuously evolving business environment; and
Conduct business research responsive to the market environment both for local and global settings.