Assessing the Adequacy of Marketing Skills Development Among BSBA Graduating Students: A Case Study

This study aimed to identify challenges in skills acquisition, assess confidence in marketing skills development, and determine the essential marketing skills needed for future careers or entrepreneurial ventures among BSBA graduating students at a local college in Misamis Oriental. Using a qualitative case study approach, the research employed purposive sampling to select 15 BSBA graduating students currently undergoing their on-the-job training (OJT). The researcher followed Creswell and Creswell's (2018) five-step data analysis process: (1) organizing and preparing the data for analysis, (2) reviewing all the data, (3) coding the data, (4) generating descriptions and themes, and (5) representing the descriptions and themes. The findings revealed five key themes: essential marketing skills, confidence in career readiness, the impact of academic and extracurricular activities, challenges in skill development, and recommendations for curriculum and internship improvements. This study concludes that while BSBA graduating students recognize the importance of essential marketing skills—such as communication, digital proficiency, strategic thinking, and adaptability—the transition from academic learning to industry application remains challenging. This study recommends that educational institutions enhance marketing education by integrating hands-on projects, strengthening internship programs, expanding digital marketing training, collaborating with industry professionals, providing access to industry-standard tools, and continuously updating curricula to align with emerging trends, ensuring students are well prepared for industry demands.