Employers’ Feedback on the Expectations and Performance of BSBA Marketing Management Graduates of Mariano Marcos State University: A Gap Analysis

Abstract

Getting the employers’ feedback is very crucial in evaluating the quality of graduates Higher Education Institutions (HEIs) produce and the graduates’ employability. This study determines the expectations and graduates’ performance in terms of business/management competencies, marketing skills and personal qualities/attitudes as perceived by employers. The gap analysis between the expectations and performance of graduates will help the HEIs align their academic programs with the need of the industry. Through a descriptive research design and survey questionnaires administered to ninety-five (95) managers, supervisors and senior-level staff, the study assesses the alignment of the program with industry needs. The findings reveal that while graduates excel in certain competencies such as ethical standards, customer service, and people skills, and qualities such as initiative and risk orientation mindset, there are areas for improvement, including communication, stakeholder management and conflict resolution, positive values and work ethics, analytical skills, adaptability, marketplace understanding, database skills, organization and planning, motivational skills, environment and global awareness, reliability, self-discipline, optimism, proactiveness, and productivity. Recommendations are provided to enhance the BSBA Marketing Management curriculum, implement competency development programs, and collaboration and feedback mechanisms between the employers and academic institution to better prepare graduates for employment.