Alignment of CBPA Marketing Curriculum with Industry Needs and Learning Outcomes

Abstract

This study determined the alignment of the CBPA Marketing Curriculum with industry needs and learning outcomes at Eulogio “Amang” Rodriguez Institute of Science and Technology. It examined how faculty members, industry partners, and graduates assessed the curriculum in terms of industry needs, specifically relevance of course, skill development, industry collaboration, use of technology and tools, and curriculum flexibility and innovation. It also assessed learning outcomes in terms of knowledge acquisition, practical application, problem-solving and critical thinking, professional and soft skills, and career readiness. The study was anchored on the Input–Process–Output model, where curriculum documents, reference materials, institutional records, and stakeholder respondents served as inputs; survey formulation, validation, administration, and assessment served as processes; and the proposed employability plan and curriculum enhancement recommendations served as outputs. A descriptive-comparative quantitative research design was used. Data were gathered through a validated survey questionnaire from 100 purposively selected respondents composed of 8 faculty members, 25 industry partners from four school partner organizations, and 67 graduates of the marketing program for school year 2025–2026. The data were analyzed using percentage, weighted mean, ranking, Likert scale interpretation, and Analysis of Variance. Findings showed that the CBPA Marketing Curriculum was positively assessed in terms of industry needs, with an overall grand mean of 4.33, interpreted as Agree. Skill development received the highest rating among industry needs indicators, while industry collaboration received the lowest but remained positively rated. Learning outcomes were also positively assessed, with an overall grand mean of 4.43, interpreted as Agree. Professional and soft skills received the highest rating, while knowledge acquisition received the lowest but remained within the positive interpretation. The comparative analysis showed no significant difference among the assessments of the three respondent groups in most areas; however, significant differences were found in use of technology and tools, problem-solving and critical thinking, and professional and soft skills. The major challenges identified were limited exposure to real industry practices, insufficient use of modern marketing tools, gaps between theory and practice, the need for more hands-on training, and the need to strengthen industry collaboration. The study concluded that the curriculum is generally aligned with industry needs and learning outcomes but requires further enhancement through continuous curriculum review, practical and experiential learning, stronger industry partnerships, updated marketing technologies, and implementation of the proposed employability plan. The study aligns with SDG 4: Quality Education, SDG 8: Decent Work and Economic Growth, SDG 9: Industry, Innovation and Infrastructure, and SDG 17: Partnerships for the Goals. Its sustainability impact is mainly educational, socio-economic, technological, and institutional, as it supports curriculum relevance, graduate employability, workforce readiness, and stronger collaboration between higher education and industry.