Launched in October 2025 and concluded this April 2026, the UPV Why Marketing Campaign of the UPV Marketing Society Incorporated unveiled its annual theme, “Roots and Routes: Rooted in Culture, Grounded for Impact,” as a celebration of community, culture, and purposeful leadership. Through this initiative, the organization seeks to introduce the BSBA (Marketing) program of the University of the Philippines Visayas (UPV) to Grade 10 and Grade 11 students from various schools across the country, while emphasizing the relevance of marketing in today’s rapidly evolving society.
Anchored on the belief that marketing goes beyond business and profit, the campaign highlights how the discipline serves as a powerful tool for communication, innovation, cultural preservation, and social impact. By engaging with young learners through school visits, interactive discussions, and informative presentations, the organization aims to inspire students to view marketing not only as a career path, but also as a platform for creating meaningful change within communities.
The theme, “Roots and Routes,” reflects the campaign’s commitment to remaining grounded in Filipino values and culture while opening pathways for future opportunities and growth. Through the integration of culturally rooted narratives and relatable learning experiences, the campaign encourages students to appreciate how marketing can be used to uplift local communities, support Filipino enterprises, and promote socially responsible initiatives.
By strengthening awareness and understanding of the course at an earlier stage, the organization hopes to encourage more senior high school students to consider marketing as a dynamic and impactful field of study. The initiative also aims to dispel common misconceptions about the program by showcasing its diverse opportunities in areas such as branding, advertising, market research, entrepreneurship, digital marketing, and community development.
Since its launch, the Why Marketing 2025–2026 Campaign has successfully reached 2,991 students from 36 high schools across Western Visayas and neighboring areas, expanding its advocacy to a wider community of aspiring students. Among the schools visited by the organization are Vicente Andaya Sr. National High School, Leonora S. Salapantan National High School, UP High School in Iloilo, Jaro National High School, Dumangas National High School, Major Manuel A. Aaron Memorial National High School, Alejandro Firmeza National High School, Maasin National Comprehensive High School, Trinidad V. Canja-Sta. Teresa National High School, Nueva Valencia National High School, Buga National High School, Don Benjamin Jalandoni Sr. Memorial National High School, Mina National High School, Iloilo City National High School, La Paz National High School, Barroc National High School, Alimodian National High School, Mandurriao National High School, Dingle National High School, Bacolod City National High School, Candelaria National High School, New Washington National Comprehensive High School, Don Casimero Andrada National High School, San Nicolas National High School, Cabatuan National Comprehensive High School, UA Laboratory High School, Leganes National High School, Sum-ag National High School, San Juan Academy, Inc., and Moscoso-Rios National High School.
Through these engagements, the organization continues to foster stronger connections with young learners by providing them with deeper insights into the BSBA (Marketing) program, student life at UP Visayas, and the growing role of marketing in shaping businesses and communities. The campaign not only serves as an avenue for academic promotion, but also as a testament to the organization’s dedication to service, education, and nation-building.
As the campaign continues to expand its reach, the UPV Marketing Society Incorporated remains steadfast in its mission of empowering the next generation of marketers—individuals who are not only equipped with strategic and creative skills but are also deeply rooted in culture and driven to create lasting impact.
For more details about the campaign, you may check the Official Facebook Page of UPV Why Marketing (https://www.facebook.com/UPVWhyMa).
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