Inst. Antonio E. Etrata, PhD was minted as the Agora Marketing Educator of the Year by the Philippine Marketing Association (PMA), who recognized his 鈥渙utstanding commitment to advancing marketing education in the country.鈥澛�
Etrata, the incumbent Chair of the Department of Marketing Management and immediate past Practicum Coordinator of the College of Commerce and Business Administration (CCBA), was also recognized for 鈥渇ostering a dynamic culture for student growth and development through published marketing research.鈥� The recognition is a testament to the use of 鈥渋nnovative teaching methods, industry expertise, mentorship, and contributions to enhancing the overall quality of marketing education in the Philippines.鈥�
In an interview with the Communications Bureau, Etrata said the 鈥渁ward鈥s a responsibility鈥攁 reminder that I should do more, contribute more to making marketing education in the Philippines world class through improved pedagogy, curriculum innovation, relevant research, meaningful and industry-calibrated outputs.鈥� He extended deep gratitude to the CCBA officials, his colleagues in the Department of Marketing Management, students, alumni, partners and sponsors, as well as the UST Junior Marketing Association.
In the same interview, Etrata disclosed what the CCBA and Department has in store for students. These include the first-ever Marketing Bootcamp, which will be delivered by industry partners; the first national marketing summit to be hosted by UST; a collaboration with Philippine Retailers Association for a master class in retail marketing and creating a retail laboratory in UST; a research conference with the Philippine Marketing Research Educators of the Philippines (PAMRE); and a research fellowship abroad.
Etrata was nominated by a member of the PMA, whose past president, officers, and academe representatives served as panel of judges. Part of the screening process was the submission of the professional portfolio by the nominees. Holding a doctoral degree in Commerce and master鈥檚 degree in Business Administration from UST, Etrata has served as Practicum and Local Linkages Coordinator of CCBA (2022-2024) and Pedagogical Lead (2024). He is the Vice-President of the Central Manila Chapter of PAMRE and is an active member of organizations like the Academy of International Business and International Society for Development and Sustainability.
Etrata helped facilitate the internship-to-employment program between PBCOM and UST, as well as collaborations for marketing research with PBCOM, McCormick, and the Philippine Transmarine Carriers, Inc. There is likewise an agreement with FPT University – Vietnam for international mobility programs. Also a researcher, Etrata has over forty publications, several of which are indexed in Scopus.
