August/September 2016 Accomplishment Report

Exploring Research Collaboration with a Foreign University

In August 2016, Shu Te University President Dr. Yuan Hsiang Chu together with Chair Professor Dr. Eing Ming Wu, Deans Dr. Yuan-Hua Lu, Dr. Wei-Cheng Chu, Assistant Professor Juo-Lin Hsu and Ms Mei-En Chuang, visited UP Cebu to explore working together for research to provide assistance to tourism-based communities such as Malapascua Island. Dr. Lu, Dean of the College of Design, and Dr. Tiffany Adelaine Tan, Dr. Mary Gretchen Chaves and Dr. Marie Jane Matero, discussed the details of the collaboration. Figure 1 shows Dr. Lu with Dr. Tan during their visit to Vice Governor Agnes Magpale.


Figure 1: (Left) Dr. Tan with Dr. Lu of STU; (right) STU delegates with Vice Governor Agnes Magpale (middle) and Chancellor Liza Corro (right of Vice Governor).

Teaching Innovations:

For the 1st semester of AY 2016-2017, Dr. Tiffany Adelaine Tan team-taught with the design expert of Kenneth Cobonpue’s company, Ms. Estela Fernandez to handle Management 173 (Marketing Manage-ment: Product Development). Their teaching method was a combination of lectures, guest speakers and experiential learning. The professors continued to teach theories behind product development, but instead of using the cases provided in the textbooks, they decided to invite guests to share with the class their real-life experiences in developing goods and services. For the course output, 12 groups adopted three Cebu towns to identify potentials and limitations and from these data, and to develop products and services that will help the local townspeople. It is the aim of the faculty that in doing this, it will help bring in liveli-hood and financial resources to those towns. The three towns identified were Bantayan Island, Samboan and Badian.

The first guest, on 19 August 2016, is the popular designer in Cebu, Mr. Kenneth Cobonpue. He awed more than 100 undergraduate BMC students of his team’s creations, and explained where he got his ideas. He also showed the entire product development process, from idea generation to the final product. Figure 2 shows Mr Cobonpue speaking to the class, with the faculty and students.


Figure 2 (clockwise from top): Mr. Kenneth Cobonpue speaking to the class, faculty with Mr. Cobonpue and BMC students by class section.

The second speaker on 26 August 2016 was the Marketing Specialist of the Bank of the Philippine Island, Ms. Marites Kintanar. BPI has always exerted the utmost effort to provide excellent service to its clients, from their BPI Express Assistant (BEA) online and machines to the new Cash Acceptance Machines (CAM), to smiling frontline representatives, to providing sofas for waiting guests. Ms. Kintanar explained to the class the importance of using technology to develop service innovations to build relationships with customers. Figure 3 shows Ms. Kintanar sharing BPI’s thrust to serve its clients well.


Figure 3: Ms. Marites Kintanar with the Management 173 class.

The RAFI group was tapped by the professors of Management 173 to help them bring out the creativity of the students in an outdoor adventure. From 9 – 11 September 2016, the entire Management 173 class went to Kool Adventure Camp in Balamban and went through a 3-day youth development program. Fig-ure 4 shows students cooking their own breakfast, on the trail and in reflection.


Figure 4 (top clockwise): first day at the camp, breakfast the next day, at the camp ground, on the trail and in reflection.

The third speaker on 16 September 2016 was a representative from Pru Life UK, Ms. Chiqui Crystal. Ms. Crystal emphasized that the tangible component of a purely service product is the person herself. Unlike tangible goods, service innovation comes from the marketing person herself, her knowledge, courteousness and reliability as a representative of the company. On the extreme side of the tangibility spectrum, the fourth speaker on 23 September 2016 talked about developing new products based on hard data gathered from secondary sources. The General Manager of Wellmade Manufacturing Corporation (WMC), Mr. Al-lan Alvarez shared to the students the process how WMC decide on new products based on the opportuni-ties presented by market data. Figure 5 show Ms. Crystal and Mr. Alvarez with Management students.


Figure 5: Ms. Chiqui Crystal (left photo) with students and Mr. Allan Alvarez (right photo).

On 24 – 25 September 2016, Dr. Tan and Ms. Fernandez, together with Arts and Humanities lecturer Ms. Christy Manguerra and 20 Management 173 students travelled to Bantayan Island to conduct a situational analysis of the island. The UP Cebu group was hosted by Mr. Allan Monreal, the President of the Damgo sa Kaugmaon, a non-government organization (NGO) helping the communities in the island. Figure 6 shows the Management students with Mr. Monreal in different locations of Bantayan Island.


Figure 6: Damgo President Mr. Allan Monreal brought the students around Bantayan Is-land to conduct the situation analysis. Top left picutre, Management 173 students with Ms. Estel Fernandez (left most), Mr. Monreal (middle) and Dr. Tiffany Tan (right most). Top right picture, Mr. Monreal explained the potentials of ‘earth blocks’ as a construction material and showed a sample of the construction for Bantayan’s HomeStay project (lower middle picture).

To help the students generate ideas for the Cebu towns, the sixth speaker on 27 September 2016 focused on developing snack food as Cebu ‘pasalubong’. Mr. Danny Gonzales, owner of Lola Pureza, shared his journey as he started ‘peanut browas’ 32 years ago. Figure 7 shows Ms. Estel Fernandez introducing Mr. Danny Gonzales before the Management 173 class.


Figure 7: (left photo) Ms. Estel Fernandez introducing Peanut Browas maker, Mr. Danny Gonzales. Mr. Gonzales sharing his journey with the Management 173 students (right photo).

Development of a New Graduate Program

BMC submitted to the College Curriculum Committee the final Draft of its proposal for the institution of its Master in Business Economics Program (MBE). The MBE is the second graduate program of the BMC. There are three main reasons to justify its institution: first, the economic growth of Cebu gives rise to a lot of issues requiring academic attention (i.e., determine the role of economic managers and factors that affect the continued development of Cebu and Region 7). Second, there is a need to level up the econom-ics education in the Region. Third, the program is in line with the mandate of UP as a research, and grad-uate university; and to the BMC’s vision to be the leading regional academic institution for managers. Figure 8 shows the BMC faculty with the MBE consultant, Dr. Epictetus Patalinghug in 31 August 2016. Dr. Tiffany Adelaine Tan was the lead proponent of the proposal.


Figure 8: Dr. Patalinghug (center) with the BMC faculty.