Competencies of Business Administration Students in Creating a Marketing Plan in NEUST Talavera Off-Campus

This study assessed the competencies of Business Administration students in creating a marketing plan at the Nueva Ecija University of Science and Technology (NEUST) Talavera Off-Campus. Using a descriptive quantitative research design, 75 respondents were surveyed to evaluate their competency levels across five key areas: situation and market analysis, marketing objectives setting, strategy formulation (segmentation, targeting, and positioning), development of marketing mix strategies (4Ps/7Ps), and presentation and communication. Results revealed that students were generally competent in most areas, with the highest rating in presentation and communication and the lowest in developing marketing mix strategies. Statistical tests indicated no significant differences in competencies when grouped by sex and age, but significant differences were found based on year level and academic standing, suggesting that academic maturity and performance influence marketing planning skills. The study recommends enhancing the curriculum through experiential learning, industry linkages, and specialized training workshops to strengthen students’ applied competencies in marketing plan development. These findings provide valuable insights for curriculum developers and educators in improving marketing education and aligning it with industry expectations.