Technology Savvy or Naivety? The Level of Awareness in Marketing Applications and Academic Performance in Media and Information Literacy

Abstract

Recent years have seen a decline in the effectiveness of traditional mass media marketing communications with consumers, who are bombarded with thousands of marketing messages. The incline of mass media effectiveness is reflective of the great underlying change in the culture toward a more interactive dialogue (Clark & Melanco, 2013). The study primarily aimed to determine the Awareness Level on Marketing Application and if it has correlation with Academic Performance in MIL of 100 Grade 12 ABM students in TSHS. The researchers used Descriptive survey using Correlational Research Design, used Pearson R Coefficient as a Statistical tool, and provided a survey specifically checklist with considering the privacy and anonymity of the students. Based on the data gathered, the results found out (1) even most of the respondents have an enough knowledge or totally aware on Marketing Applications, but it is conditional if it is Pass/Failed based on grading system in the Philippines and (2) that there is a mostly weak correlation between the dependent variable and independent variables. Hence, this study aim is to raise awareness with regards to Marketing Applications to students especially to those that are linked to business courses. On those premises, the researchers recommend that school should pay attention and at least provide time in terms of enhancing the knowledge of the students with regards to marketing applications by spreading awareness through symposium and seminars.