DEVELOPING COMMUNICATION SKILLS OF GRADE 12 ABM STUDENTS BY
USING THEIR OWN MARKETING STRATEGIES IN SELLING PRODUCTS
IN SOUTH EAST ASIA INSTITUTE OF TRADE AND TECHNOLOGY.
S.Y. 2018-2019
Chapter 1
This chapter includes the Introduction, Purpose of the study, Background of the
study, Statement of the problem, Significance of the study, Scope and delimitation,
Hypothesis and Definition of terms that will be the guide for the readers.
Introduction
In today's hectic world, most people rely heavily on sharing information, resulting
in greater emphasis being placed on having good communication skills. Good verbal
and written communication skills are essential in order to deliver and understand
information quickly and accurately. Being able to communicate effectively is a vital life
skill and should not be overlooked. Communication skills are needed to speak
appropriately with a wide variety of people whilst maintaining good eye contact,
demonstrate a varied vocabulary and tailor your language to your audience, listen
effectively, present your ideas appropriately, write clearly and concisely, and work well
in a group. Many of these are essential business skills that employers seek. Many jobs
require strong communication skills.
Purpose of the Study
The purpose of this study is to enhance and to develop the communication skills
of grade 12 ABM students in SEAITT, for them to have a confidence to communicate
with other people and to develop their communication skills because the communication
is an eminent part of our personality.
1.1 Background of the Study
Developing communication skills can help many aspects of our life, from
professional career, to social gathering and to the family life. Developing
Communication skills have played an important part of the people's existing knowledge
and beliefs. People can learn to speak in public by first having conversations, then by
answering questions and then by expressing their opinions. People learn to write by first
learning to read, then by writing and learning to think critically. Good communication
skills help people to absorb information and express their ideas in a clear, concise and
meaningful way. Developing communication skills are fundamental to success in many
aspects of life. Many jobs require strong communication skills. People with good
communication skills also usually enjoy better interpersonal relationships with friends
and family.
The most successful Organizations understand that if they are to be successful in
today’s business world, good communication at all levels is essential. The ability to
communicate effectively with clients, colleagues and managers is essential, whatever
sector the people work in. Good communication improves teams, inspires high
performance and enhances the workplace culture. By teaching oneself on how to
communicate more effectively, people interact in a more constructive and productively.
Speaking is one of the important parts in Communication skills that should be mastered
by students besides of reading, writing and listening. The function of communication
skill are to express an idea about someone's feeling, thought by expressing it orally.
Speaking is one of the language art of talk as communication interaction with someone,
and it is very difficult to master. Speaking skill have a close relationship with listening
skill, in speaking act, the students must listen and speak because speaking is not only
remembering and memorizing the sentences in written but speaking is spontaneous to
show the students idea by orally manner, making the workplace a positive and thriving
environment.
The practice of development communication but widespread application came
about after World War II. The advent of communication sciences in the 1950s included
recognition of the field as an academic discipline, led by Daniel Lerner, Wilbur
Schramm and Everett Rogers. Both Childers and Quebral stressed that DC includes all
means of communication, ranging from mass media from people to people. Learning
how communication skills are valued in the workplace, in demand by businesses, help
your career progression, enhance your professional image, influence how you learn and
more (Hinsdale, 1981). A Developing communication skills can help many aspects of
your life, from your professional career, to social gatherings, to your family life. In
today's hectic world, we rely heavily on sharing information, resulting in greater
emphasis being placed on having good communication skills. Good verbal and written
communication skills are essential in order to deliver and understand information quickly
and accurately. Being able to communicate effectively is a vital life skill and should not
be overlook. Communication is a "Planned and systematic application of
communication resources, channels, approaches and strategies to support the goals of
socio-economic, political and cultural development” (Bessette, 2006)
The researcher choose this topic because many students lack of communication
skills and they are struggling to improve. This research sought develop their
communication skills in a fundamental way for the reader to success in many aspects of
life. Many jobs require strong communication skills. People with good communication
skills also usually enjoy better interpersonal relationships.
Theoretical Framework
Development Communication Theory. The underlying fact behind the
genesis of this theory was that there can be no development without communication.
Under the four classical theories, capitalism was legitimized, but under
the Development communication theory, or Development Support Communication as
it is otherwise called, the media undertook the role of carrying out positive
developmental programs, accepting restrictions and instructions from the State. The
media subordinated themselves to political, economic, social and cultural needs.
Hence the stress on "development communication" and "development
journalism". There was tacit support from the UNESCO for this theory. The weakness
of this theory is that "development" is often equated with government propaganda.
Media Dependency Theory. Developed by Ball-Rokeach and DeFluer, the key
idea behind this theory is that audiences depend on media information to meet needs
and reach goals, and social institutions and media systems interact with audiences to
create needs, interests, and motives in the person. The degree of dependence is
influenced by the number and centrality of information functions and social stability
Cultivation Theory. George Gerbner tried to determine the influence of
television on viewers" ideas of the environment they lived in. He found that dominance
of TV created a common view of the world and that it homogenized different
cultures. TV portrayed the society as a bad place to live in leading to people becoming
distrustful of the world. Over time, particular symbols, images, messages, meanings
become dominant and are absorbed as the truth. Cultural stereotypes, ways of
assessing value and hierarchies are established.
Conceptual Model
Input
1. Demographic Profile:
a. Name (optional)
b. Age
c. Sex
2. Statement of the problem
Process
1. Questionnaire
2. Survey
3. Statistical Treatment
Output
1. To determine the effect of good
communication skills to the ABM
students in South east Asia Institute
of Trade and Technology.
2. The different perceptions and view
point of ABM students of using good
communication skills in selling.
1.2 Statement of the Problem
This study seeks to interpret and analyze the communication skills of Grade 12
ABM students by using their own marketing strategies in seller and consumer in
SEAITT
This research sought to answer the following question:
1. Demographic profile of the respondents.
a. Name (optional)
b. Age
c. Gender
2. How ABM students use their communication skills?
3. How communication skills affect the ABM students in selling?
4. What are the different perceptions and viewpoints of ABM students in terms of
using their communication skills in selling?
1.3 Significance of the study
This study sought to develop the communication skills of Grade 12 ABM students
by using their own marketing strategies in selling products in SEAITT. This study will be
beneficial to the following groups:
To the students. Developing Communication skills can help them to listen,
understand the point of view of teachers in the class. After listening and understanding
what teachers are speaking about students can ask better questions with confidence
and it will help them to gain more knowledge. And it will help them into the near future.
To the respondents. This study will give them an idea on how can Develop their
communication skills when they are encounter the business industry.
To the researchers. Researchers communication skills researchers need to
enable them to publish in international journals. Apply for funding to national and
international bodies; communicate with the wider public and policy-makers; and build
international collaborations to further their research.
To the sellers and consumers. When it comes to good communication skills
the seller is easy in communicating, and in this way shows customers that you
understand what they actually mean. And if ABM students develop the communication
skills it is easy to clearly discuss the sellers products, policies, and other aspects of your
products or companies and the consumer will be assured about buying your products or
investing without regrets. Also developed or good communication skills with each other
will lead to a long lasting relationship with the customer/ consumer.
1.4 Scope and Delimitations
This study was focused on what is the most reliable sources of developing
communication skills of Grade 12 ABM students by using their own marketing strategies
in selling products in SEAITT.
This study focuses on developing the vocabulary or communication skills of an
ABM Grade 12 student in SEA ITT. This research is all about on how an ABM student
will face the situation in being a better seller in its costumer and it stated here in this
research about the ABM students on how to improve their communication skills in
selling and in communicating with costumers.
It delimits that the study may not be include the persons who are not working
and only staying inside their houses and depending on their parents.
1.5 Hypothesis
The null hypothesis of this research are; the ABM students might still fail selling
their product because they lack on communication skills since they can't apply this
research on themselves that easily. Also, the researchers does not have any ability and
audacity to make the respondents apply the research on themselves. Confidence is a
choice, the researchers does not have any hold on the respondents choices about
making their selves confident to communicate with other people especially when it
comes to business.
The alternative hypothesis of this research is that 90% of our respondents will
gain more information about developing communication skills. For those students who
don't have enough knowledge, they can develop their own communications skills by
gaining further information through this research. In order to achieve that, respondents
must ensure that they have marketing strategy to introduce their product to the public.
1.6 Definition of terms
Communication. Is simply the act of transferring information from one place,
person or group to another.
Invention. The action of inventing something, typically a process or device.
Colleagues. A person with whom one works in a profession or business.
Spontaneously. Having an open, natural, and uninhabited manner or the act
of spontaneity is preformed or occurring as a result of sudden inner impulse or
inclination and without premeditated or external stimulus.
Hectic. Full of incessant or frantic activity.
Systematic. A process used to determine the viability of a project or procedure
based on the experiential application of clearly defined and repeatable steps and an
evaluation of the outcomes.
Chapter 2
Review of Related Literatures and Studies
Review of Related Local Literature
In the Philippines communication is one of the major importance that is needed
to transfer or receive information to a person. It includes thoughts, ideas, and emotion. It
is the connection of two or more individuals that have a conversation in reaching out
what they want to tell. Communication is the beginning of ideas, knowledge, something
that people want to express, and some information people want to share. They say that
Filipino are good in communication skills. Why? Because many Filipino can immediately
learn some different language faster than any other foreigner. Communication is the
way how people express their feeling to a person. It is the way that people tell
everything through communication so that they could understand each other. If people
have a good communication skill every country, every nation, and everyone could have
an understanding and respect to each and everyone because of they express well what
they really want and what they really meant.
In order to get the most out of dealings with colleagues and clients, professionals
need more than just technical expertise or job skills. Effective and confident
communication is needed to get the point across. Communicators need to overcome
barriers that cause conflict and misunderstanding – without being passive or
aggressive. In short, professionals need to be assertive. With Guthrie-
Jensen’s Communication Assertiveness seminar, people will be able to assess the way
of communicating and determine changes to be made to attain assertiveness, they
could avoid passive or aggressive communication, they can choose their words
carefully to obtain the best results in every interpersonal situation, speak and act
assertively, project an image of assertiveness by maximizing the communication tools of
words, voice and body language, begin, carry and end conversations with style, get and
keep positive attention, participate more actively and positively in group activities, use
tact and diplomacy to overcome rude communication and they can learn to say “no”
gracefully.
Working in a results-driven, competitive and fast-paced environment
requires professionals to communicate anytime and anywhere with anyone. They
are expected to communicate quickly but meaningfully. They must think fast,
share ideas, recommend solutions, and answer questions at the spur of the
moment. Not everything is prepared and scripted. Spontaneity is not easy. When asked
to speak spontaneously, professionals double their anxiety – whether in meetings,
presentations, telephone calls, and face-to-face conversations. There is too little time or
no time at all to prepare. Techniques in quick thinking, smart speaking and recovering
gracefully in unprepared situations help lessen the pressure. Using tools when caught
off guard will boost confidence.
Review of Related Foreign Literature
The ability to communicate effectively with superiors, colleagues, and staff is
essential, no matter what industry you work in. Workers in the digital age must know
how to effectively convey and receive messages in person as well as via phone, email,
and social media. Being a good listener is one of the best ways to be a good
communicator. One's body language, eye contact, hand gestures, and tone of voice are
all color the message they are trying to convey. It is important to be confident in
interactions with others. Confidence shows to the co-workers the belief in what
someone is saying and will follow through. Also, exuding confidence can be as simple
as making eye contact or using a firm but friendly tone.
Effective communication is about more than just exchanging information. It’s
about understanding the emotion and intentions behind the information. As well as
being able to clearly convey a message, people need to also listen in a way that gains
the full meaning of what’s being said and makes the other person feel heard and
understood. Effective communication sounds like it should be instinctive. But all too
often, when someone try to communicate with others something goes astray. People
say one thing, the other person hears something else, and misunderstandings,
frustration, and conflicts ensue. This can cause problems in their home, school, and
work relationships. For many people, communicating more clearly and effectively
requires learning some important skills. Whether someone is trying to improve
communication with their spouse, kids, boss, or coworkers, learning these skills can
deepen their connections to others, build greater trust and respect, and improve
teamwork, problem solving, and their overall social and emotional health.
Communication skills can be defined as a set of skills that enable a person to
communicate properly. According to Hymes, the creator of this concept, effective
communication skills consist of knowing “when to speak, when not, and what to talk
about, with whom, when, where, in what form“. People interact constantly with other
people and they can’t stop expressing their selves. Therefore, mastering these skills is
fundamental to one's personal and social development. People use them
when speaking, listening, reading and writing.
Review of Related Local Studies
According to a 2018 report by EF’s English Proficiency Index, the Philippines
ranks at No. 14 among the non-native English speaking countries around the world. It’s
no surprise that with their command of the language, Filipinos are leveraging on their
ability to read, write, and speak English. This skill serves as a strategic business
advantage for foreign investors. If someone is planning to start a business in the
Philippines, there are some impressive statistics that will convince someone to kick start
your operations in the country. Having an excellent command for the English language
serves as a competitive edge for Filipinos, especially those in the customer service
industry. As such, foreign investors are encouraged to take their offshore operations to
the Philippines where they can hire English proficient workers who can easily adapt to
cross-cultural demands. Meanwhile, there’s also a growing number of enterprises that
outsource employees from the country.
According to the study of Department of Liberal Arts and Behavioral Sciences,
Visayas State, Oral examination is an assessment used in many schools and institution
to measure aspects of competence which are not tapped in written examinations. Oral
examination provides the speakers an incentive to explore topics and give them the
chance to interact one on one with examiners. Oral examination as an assessment tool
enables the instructors to test the students on all five cognitive domains of Bloom’s
Taxonomy (knowledge, comprehension, application, analysis, synthesis and evaluation)
University.
According to the study of College of Accountancy University of Santo Thomas,
Philippines, Communication plays a critical role in business practice, particularly in the
analysis and reporting of useful financial information to stakeholders. Following the
accounting process but not being able to communicate the accounting information
effectively, for instance, is counterproductive. This explains why employers expect
accounting graduates in particular and business-degree graduates in general to be
competent in both technical and nontechnical skills, including communication (Kermis &
Kermis, 2010). Several studies, however, report employers concern over university
graduates deficient oral communication skills. This skills gap is largely perceived as a
critical accountability of the education system (Cappelli, 2015), especially in universities
and colleges.
Review of Related Foreign Studies
According to an article titled “Self-Esteem and Effective Communication Skills” published
by Live Strong, studies suggest that people who are good communicators also tend to be mainly
extroverted. The article says a 2001 study published in the “Journal of Research in Personality
says,” extroverted people tend to have higher self-esteem. Extraversion can make it easier for
people to approach strangers, talk in large groups and appear friendly. This can cause others to
perceive extroverts more positively, potentially further boosting their self-esteem. People with
low self-esteem may be anxious about talking to unfamiliar people and more uncomfortable in
group settings.
This study suggests that education of communication in the media can help people to
stop and consider the sources, and evaluate the visual artistic messages being portrayed by the
media source. According to the study findings, the second section [of this paper] explains how
understanding society and institutions will help the individual viewer to create the necessary
standards for the recognition and evaluation of moving images, particularly television images.
The final section stresses the importance of the viewers’ knowledge of the technical and artistic
aspects of any given visual communication medium in the creation of the criteria for evaluating
its messages.
An article titled “Parent-Child Communication Programs” published by Advocates for
Youth says studies show that young people who feel a lack of parental warmth, love or care
were more likely to report emotional distress, school problems, drug use and sexual risk
behavior. Young people also report less depression and anxiety and more self-reliance and self-
esteem than other peers who discuss sex with their parents.
Synthesis of Related Literatures
Synthesis of Related Studies
Chapter 3
Research Methodology
This chapter includes the methods of research used, the population, sample size,
sampling technique, the description of the respondents, research instrument, data
gathering procedure and lastly, the statistical treatment used for data analysis.
Research Design
This research used a descriptive method research design to gain an in depth
understanding of the research it is the blueprint that is followed to complete the study
(Kinnear & Taylor,1996). This research is a quantitative study that was administered
with survey questionnaires and open ended interview questionnaires to determine how
communication skills is needed and affects ABM students of South East Asia Institute of
Trade and Technology.
Population and Sampling Design
The researchers used Stratified sampling technique in gathering data from the
respondents who are competent in the requirements who's set by the researchers. The
Stratified sampling technique is a non-probability sampling which is a method of
sampling that involves the division of a population into smaller groups known as strata.
The respondents of this research are the of South East Asia Institute of Trade and
Technology whose population of 373 as of 2019. Researchers used Slovin’s formula to
get 193 total number of respondents, in every section, researchers used 18
respondents as the representation of the total population of grade 12 HUMSS
respondents.
Description of the Respondents
The researchers set the following requirements on how the participants would be
selected:
1. Must be a Grade 12 HUMSS student of South East Asia Institute of Trade
and Technology.
2. Must be willing to participate, since the topic of this study is quite sensitive.
Data-Gathering Procedure
The researchers followed procedures to gather data and information that are
highly needed for this study. The procedures are the following:
1. The researchers released a request letter noted by the Department
Coordinator/head and with supervision of the adviser in the subject course
“Inquiries, Investigation, and Immersion” to conduct a survey and an interview to
selected grade 12 HUMSS students of South East Asia Institute of Trade and
Technology.
2. The researchers created a questionnaire and had it checked and validated by
the validators that include statistician and grammarian.
3. Using purposive sampling technique, researchers gathered different participants
who are qualified in set criteria.
4. The data gathered by the researchers will be classify, tabulate, compute and
interpret using statistical tools.
Statistical Treatment of Data
Sufficient and distinctive presentation of data is substantial to give clear analysis
of data.
The following statistical method was used in this study:
1. Slovins’s formula. It is the formula used by the researchers to get the total
number of respondent by having a computation of population size and the margin error
that denotes the allowed probability of committing an error in selecting a number of
representatives in every room.
2. The Frequency and Percentage. It is itemized summation of the percentage
of the frequency of response for each question based on the arithmetical percentage of
the frequency distribution to the total number of responses. It was used to categorize
the respondents with their age and gender among the selected respondents of South
East Asia Institute of Trade and Technology.
3. Weighted Mean. This statistical formula was used as part of the computation
of the validity of the gathered data.
