2008 - Marketing Educators' Association

STRENGTHENING THE MARKETING CURRICULUM AND STUDENTS’ EMPLOYMENT
PREPAREDNESS THROUGH THE OJT (ON-THE-JOB-TRAINING) PROGRAM
Virginia L. Calabria, Adamson University, College of Business Administration,
Manila, Philippines; vlcalabria@yahoo.com
Chere’ C. Yturralde, Angeles University Foundation and Angeles
University Foundation Medical Center, Office of Public Affairs,
Angeles City, Philippines; chere_yturralde@yahoo.com
Menrado V. Cajayon and Renato Juan C. Fajardo, Adamson University,
College of Business Administration, San Marcelino, Manila, Philippines;
acedanver@yahoo.com, rj_fajardo@yahoo.com
Ma. Freya B. Esclavia, Adamson University, College of Business Administration,
Manila, Philippines; frey071458@yahoo.com
INTRODUCTION
The role of the on-the-job-training (OJT) or
practicum program in assessing marketing students’
preparedness to meet the challenges of the
marketing world cannot be undermined. OJT
programs transform marketing principles into actual
practice in a business environment. Continuous
monitoring of the program through strengthened
industry linkages will enhance the marketing
program using a strength-weakness-opportunitiesthreats
(SWOT) analysis. A six-unit course, the
practicum program is offered only during summer.
THE PROGRAM AND STANDARDS
The marketing program under the College of
Business Administration requires that senior
marketing students undergo an on-the-job-training
program, also known as a practicum program,
before they can graduate. Under the program, the
student is required to complete 200 hours of actual
training in a company of his/her choice upon proper
recommendation by the department chair and the
dean of the college. A research study about the
business organization is also expected to be
submitted. Being a six-unit subject, its role in
preparing the student for the professional world can
not be discounted. Industry practice provides
students with opportunities to apply theories and
academic principles in actual office environments
and learning situations, where they perform
interrelated office tasks in accordance with business
standards as they interact with their superiors and
other office workers. This course serves as a training
ground capstone experience in an actual working
ABSTRACT
79
environment through exposure in the office and in
non-office tasks.
The students are required to undergo a 200-hour
training in a company of their choice. Department
policy requires the approval of the department chair
and the dean before a student undergoes the
training. It is school policy that the maximum number
of students per company should only be two.
Advisers are assigned for each section, usually with
the minimum number of enrollees for facility in
monitoring the students’ activities. The students are
required to wear corporate attire, not the school
uniform, to train them in proper grooming and
decorum. Reportorial requirements are to be
submitted at the end of the term bearing on
information about the company profile,
organizational set-up, and an analysis of present
and future markets of the company. The company
department supervisor, or the human resources
director, submits performance evaluation sheets to
the school for each student at the end of the
program.
COURSE OBJECTIVES
At the end of the term, the students are expected to
relate marketing management principles with the
actual working situation. The students are expected
to practice interpersonal skills to enhance human
relationships. In addition, they develop skills to act
with tact, courtesy, calmness, humility, and
responsibility, especially when under pressure, and
to appreciate the value of respect for another
person’s opinion. Psychomotor objectives of the
program include demonstrating technical skill
without difficulty as they relate to the marketing job: