2008 - Marketing Educators' Association

COLLEGE OF BUSINESS ADMINISTRATION GRADUATES TRACER STUDY
Ma. Victoria S. Abergos, Adamson University, Department of Public Administration, Manila, Philippines;
vickinie@yahoo.com
Carl Mark B. Miniano, Adamson University, Department of Marketing, Management, Banking & Finance
and Entrepreneurship, Manila, Philippines; ck_miniano&yahoo.com
Leonard R. Ramos and Amy C. Daraway, Adamson University, College of Business Administration,
Manila, Philippines; lenrramos@yahoo.com, amydaraway@yahoo.com
Rommel C. De Vera, Adamson University, College of Business Administration, San Marcelino, Manila,
Philippines; docrommeldevera@yahoo.com
IMPLEMENTING INSTITUTION
The data analyzed and presented in this paper were
products of the graduates tracer study conducted for
the College of Business Administration of Adamson
University, Manila, Philippines, covering the school
years 2001 to 2006, Said study was presented
before the University Research Forum on December
12, 2007, following the call of the University
President, Rev. Fr. Gregg L. Banaga, Jr. C.M. for
sustaining excellence in the tertiary education
through quality academic programs, research and
community service.
In keeping with the mandate of the Commission on
Higher Education (CHED) to instill and nurture
important qualities and skills in our students that are
essential for future business leadership and
organizational success, a graduates tracer study
becomes imperative as a tool for improvement in the
curricular offerings of the university, recommendations
for faculty development programs to conform to
the government’s call, and the application of
integrated marketing communications to promote the
BSBA Marketing Management and other programs
of the university under the College of Business
Administration.
The industry needs for college graduates constantly
change. What could have been appropriate and
effective at one given time may prove to be futile at
other times given different environments. This holds
true more particularly for the business sector for
which the business administration curriculum of the
tertiary level are supposed to answer for human
resources needs.
A tracer study is descriptive research which involves
the careful mapping out of a situation or set of
events in order to describe what is happening
ABSTRACT
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behaviorally and assess the graduates’
employability, and eventually improve course
offerings of the BSBA Programs. Data were
collected through the use of questionnaires adapted
from the Graduate Tracer Survey (GTS) form
developed by the Commission on Higher Education.
The high percentage of retrieval rate of the
questionnaires was attributed to the fact that a big
number of alumni joined in the celebration of the
university’s 75 th Foundation Anniversary, or the
Diamond Jubilee in 2007.
FINDINGS
Biographical data of the graduates revealed that a
big percentage of the Business Administration
alumni who graduated from school year 2001 up to
2006 are still single, belonging to age bracket 21 to
30 years of age. Age-turnover relationship shows
that young professionals are more likely to quit and
change their jobs until the “greener Pasteur” is
found. In terms of gender, significant changes have
taken place in the workplace whereby there is an
increasing female participation rate. The assumption
is that there is no significant difference in the
employability of male and female since jobs of
Business Administration graduates are not gendersensitive.
As to the situational factors which influenced the
qualifications of the respondents, data gathered
reveal that the graduates’ reasons for taking their
courses are due to influence of parents or relatives,
prospects for immediate employment, availability of
course offerings in chosen institutions, and
prospects for attractive compensation.
The factors which influenced the employment status
of the graduates were identified as owing to their
reasons for not being employed, and they vary from,