Tracer Study of BSBA Marketing Management Graduates (2022–2023) at Don Honorio Ventura State University, Pampanga, Philippines

This tracer study examined the employment outcomes, skill relevance, and challenges of the 2022 and 2023 graduates of the Bachelor of Science in Business Administration Major in Marketing Management from Don Honorio Ventura State University, Lubao Campus, Pampanga, Philippines. Using a descriptive quantitative design, data were collected from 132 graduates out of 190 total graduates, yielding a 69% response rate. Findings revealed that a majority of the respondents were employed (77.27%), with more than half securing employment immediately after graduation (53.79%). Most graduates were absorbed by local industries (76.52%), particularly in finance, banking, retail, and pharmaceuticals, though the majority occupied rank-and-file positions (60.61%) with regular employment status (72.73%). In terms of income, most earned between ₱10,000 and ₱20,000 monthly, while 20.45% reported salaries of ₱25,000 or higher. Employers prioritized communication skills (94.70%), critical thinking (59.09%), and problem-solving (49.24%) as the most important competencies, confirming their centrality in hiring decisions. Graduates evaluated their school-acquired knowledge and competencies as very highly useful (overall mean = 4.53, SD = 0.60) and very highly developed (overall mean = 4.50, SD = 0.65). Skills such as communication (M = 4.67), critical thinking (M = 4.62), and problem-solving (M = 4.61) were reported to be applied to a great extent in current employment, underscoring the program’s relevance. Despite these positive outcomes, graduates identified limited job vacancies (43.18%) and lack of experience (37.88%) as major challenges in finding employment. The study concludes that the BSBA Marketing Management program at DHVSU has been successful in preparing graduates for the labor market, though further improvements in practical training, digital skills integration, and industry partnerships are necessary. The results highlight the importance of continuous tracer studies to guide curricular refinement and institutional strategies aimed at improving employability and workplace readiness. Keywords: Tracer Study; Graduate Employability; Marketing Management; Skills and Competencies; Employment Outcomes; Philippines