Cultivating Research Culture, Research Competence, and Situational Leadership of Marketing Management Students in Higher Education

Any higher institution that seeks to build a robust research culture and competence should have a transparent monitoring and evaluation system of research outputs as part of its investment plan for academic endeavors. Situational leadership is anchored by directing, coaching, supporting, and delegating. Slovin's formula was used for a sample size of 127 marketing student respondents; 103 were taken as the sample size in St. Peter's College, Iligan City. This study utilized the Pearson Correlation. The findings highlight the significant influence of research culture and competence on situational leadership, which holds practical implications for marketing management education. The strong positive correlation between attitudes toward research and situational leadership (r=0.970, p=0.003), as well as between practical research skills and leadership (r=0.924, p=0.000), suggests that fostering positive research attitudes and competencies directly supports adaptive and effective leadership—an essential trait for marketing professionals operating in dynamic environments.