Linking Career Awareness to Workforce Preparedness: Evidence form Graduating BSBA Marketing Management Students

This study investigates the relationship between career awareness and workforce preparedness among graduating Bachelor of Science in Business Administration (BSBA) students majoring in Marketing Management at the Eulogio \"Amang\" Rodriguez Institute of Science and Technology (EARIST). Recognizing the increasing need for higher education to align with industry demands, the research assessed students\' awareness of industry trends, familiarity with career options, required skills and qualifications, information sources, and perceived alignment with academic preparation. It further examined their workforce preparedness in terms of self-perceived skill competency, practical experience and exposure, job search readiness, understanding of workplace expectations, and access to career guidance and mentorship. A quantitative research design was employed, utilizing an online survey administered to graduating students. Data were analyzed using descriptive statistics to determine awareness and preparedness levels, while correlation analysis tested the relationship between the two constructs. Results revealed that while students demonstrated moderate career awareness, gaps remained in emerging industry trends and application of digital competencies. Workforce preparedness was similarly moderate, with deficiencies in practical exposure and structured career guidance. Correlation findings indicated a significant positive relationship between career awareness and preparedness, suggesting that stronger knowledge of industry opportunities enhances employability confidence. The study recommends the development of a targeted career preparedness program that integrates industry partnerships, mentorship, and experiential learning to better equip marketing graduates for labor market integration. These findings provide valuable insights for educators, policymakers, and industry stakeholders in strengthening the transition from academic learning to professional practice.