THE UNIVERSITY’S marketing management program is set to conduct research for the government-led Nayong Pilipino Foundation, under an agreement signed on Feb. 19.
The department’s first collaboration with a government agency establishes a collaborative framework to generate data-driven insights in support of the foundation’s programs and services, said Asst. Prof. Antonio Etrata, chair of the Department of Marketing Management.
Etrata said the partnership would extend the University’s expertise to expand youth engagement with the foundation, which used to operate the Nayong Pilipino cultural theme park.
“I hope it will [really improve] their programs and services. These programs and services are really customer-driven, market-driven. I hope it will increase the awareness of the target market of Nayong Pilipino,” he said.
Etrata said the research team, composed of marketing students under his mentorship, was set to conduct data gathering and analysis.
“One [goal] is to make it experiential [for the students], because we transitioned from purely hypothetical research in the old curriculum to industry-driven and real research outputs,” he said.
Commerce Dean Al Faithrich Navarrete represented the University during the ceremonial signing with the foundation’s executive director, Marygrace Ac-ac.
Founded in 1972, Nayong Pilipino Foundation is a non-profit, government-owned corporation tasked to promote Philippine cultural heritage, arts, and social sciences. The body is attached to the Department of Tourism.
It was created by the Marcos Sr. regime through Presidential Decree No. 37. With reports from Czeantal Naomi P. Delos Santos
