DELVING IN THE WORLD OF MARKETING: A NEEDS ANALYSIS ON THE LANGUAGE SKILLS OF MARKETING MANAGEMENT STUDENTS

This mixed-methods design aimed to investigate the level of language proficiency and the insights of the first to third year BSBA major in Marketing Management students in KCAST. It measured the four macro-skills: Speaking, Reading, Writing, and Listening. The study was done through both quantitative and qualitative methods. The first step includes answering the survey questionnaires and the second step includes interviews of the students’ insights. In the quantitative phase, it was revealed that among the students’ four macro-skills, reading is the skill that they are not proficient garnering a mean of 31. 73 with LOW as its description. Meanwhile, in the qualitative phase, there were 10 students interviewed to analyze their responses behind getting low scores in the questionnaire particularly in reading. The interview comprised of five questions and one concluding question. Some of the insights talks about their struggles in their reading proficiency and fluency as well as their measures and ways on how to address those problems. Common themes were found such as: Aiming for Improvement, Limited Exposure to English Reading Materials, Enhancing Reading Comprehension, Lack of Motivation in Reading, and Difficulty with Time Management. Furthermore, the results from both methods became the basis for identifying what type of syllabus must be implemented to enhance the reading skills of the Marketing Management. Considering that it is a written syllabus, therefore, it will be the guide of both teachers and students in the teaching and learning process. It will be a help for higher education agencies, school stakeholders, and all individuals involved in the implementation of the syllabus. Keywords: Mixed-Methods Design, Marketing Management, Macro-Skills, Syllabus, Students