ASSESSING THE ENGLISH MACROSKILLS PROFICIENCY OF BSBA MARKETING MANAGEMENT STUDENTS: A NEEDS ANALYSIS

This study investigates the English language proficiency of BSBA Marketing Management students at Kapalong College of Agriculture, Sciences, and Technology (KCAST), focusing on the four macro skills: listening, speaking, reading, and writing. The aim is to identify gaps in students’ language abilities and propose a syllabus to address their needs. Using a mixed-methods approach, the researchers collected quantitative data through a survey answered by 100 students from 1st to 3rd year and qualitative data from interviews with 10 randomly selected students. The findings reveal that while students show moderate competence in reading and listening, they struggle significantly with speaking and writing, which affects their ability to communicate effectively in academic and business contexts. The students expressed a need for more engaging and practical English lessons that mirror real-life marketing scenarios. Based on these results, the study recommends developing a specialized English for Specific Purposes (ESP) syllabus tailored to marketing students, integrating task-based learning and real-world applications to improve their language proficiency and workplace readiness. Keywords: Needs Analysis, Macro Skills, Language Proficiency, Bsba Marketing Management, Esp Syllabus