DLSU Department of Marketing & Advertising

Celebrating another milestone for Asst. Prof. Julie Balarbar 💚

Following our recent Women’s Month feature on her research, we proudly share this recognition of her work at the 20th Year of the Global Business Conference, where she was awarded Best Research Presentation for her study, “Gen Z and Circular Fashion.”

Her continued contributions highlight the growing role of research in understanding how younger generations drive more sustainable and responsible practices in the fashion industry.

From academic insight to award-winning research, we celebrate the impact of her work in shaping the future of marketing!

Our Women’s Month spotlight series nears an end, but before that, we proudly feature the academic contributions of Ms. Julie Balarbar, a valued member of the Department of Marketing and Advertising.

In her study, “Millennials (Gen Y) on the Sustainability of Jeans,” she explores how younger consumers perceive sustainability within the fashion industry. Her work highlights the growing awareness of ethical consumption among millennials, emphasizing how their preferences and values influence purchasing behavior and encourage more sustainable business practices.

In celebrating these milestones, we honor the meaningful contributions of women who continue to inspire progress and innovation in the field.

Read the full article here: https://bit.ly/3PCyQBO (see pp. 13–14)

The DLSU Ramon V. del Rosario College of Business proudly stands as #1 in Business & Management studies in the Philippines, as recognized by the QS World University Rankings 2026.

The Top Business & Management Program in the Country 🇵🇭

De La Salle University’s Ramon V. del Rosario College of Business proudly stands as #1 in Business & Management studies in the Philippines, as recognized by the QS World University Rankings 2026.

This distinction reflects a sustained commitment to academic excellence, impactful research, and industry-relevant education. These are hallmarks of globally competitive business schools. Animo La Salle!

DLSU is the country’s top 1 private university in the 2026 EduRank standings for Marketing and the top 2 for Advertising! 💚✨

The ranking is based on three factors: research output, non-academic reputation, and alumni impact.

EduRank is an independent metric-based ranking of 14,131 universities from 183 countries. It utilizes the world's largest scholarly papers database with 119,627,370 scientific publications and 3,164,054,493 citations to rank universities across 246 research topics.

For more information, visit: https://edurank.org/uni/de-la-salle-university/rankings

DLSU is country’s top private university in 2026 EduRank standings

De La Salle University remains as the Philippines’ leading private university in the 2026 EduRank global ranking. DLSU is ranked 400th in Asia and 1,569th in the global 2026 rating.

The University is the top PHL university in Business, Computer Science, Mathematics, and Psychology.

La Salle also leads in the rankings of the various subfields of the abovementioned areas Artificial Intelligence, Clinical Psychology, Communications and Public Relations, Data Science, Education Majors, Industrial Engineering, Linguistics, Mechanical Engineering, Marketing, Philosophy, Political Science, Sociology, and Theology/Divinity/ Religious Studies, among others

The ranking is based on three factors: research output, non-academic reputation, and the impact of alumni.

EduRank is an independent metric-based ranking of 14,131 universities from 183 countries. It utilizes the world's largest scholarly papers database with 119,627,370 scientific publications and 3,164,054,493 citations to rank universities across 246 research topics.

For more information, visit: https://edurank.org/uni/de-la-salle-university/rankings

This Women’s Month, we proudly feature Ms. Pauline Besmonte, a lecturer at DLSU since 2022, an internationally certified makeup artist, and a freelance marketing consultant. Holding a Master’s degree in Marketing Communications, she seamlessly combines her academic expertise with hands-on experience, showing how knowledge can be applied across multiple fields.

Women's Month is a celebration of women who lead, inspire, and transform and Ms. Pauline is exactly that. Her journey as an educator, a makeup artist, and consultant is proof that women belong in every room, every field, and every conversation. Choosing one profession is a choice, but choosing many makes her and other women extraordinary.

A time of reflection, gratitude, and renewed beginnings. 🌙💚

As the holy month comes to a close, we join our Muslim brothers and sisters in celebrating Eid al-Fitr, a meaningful occasion that highlights compassion and generosity.

May this season bring prosperity to all.

Our Women’s Month spotlight series continues as we proudly feature the academic contributions of Dr. Jonna C. Baquillas, full-time professor at DMA.

In her study, “Transitioning to a Sustainable Business: Integrating the Sustainable Development Goals,” Dr. Baquillas reviews the critical processes businesses undergo when adopting sustainable practices. Her work emphasizes the integration of the UN Sustainable Development Goals (SDGs) into core business strategies, illustrating how academic frameworks can guide real-world transitions toward more responsible and ethical corporate operations.

By spotlighting these academic milestones, we reaffirm our commitment to fostering an environment where women’s scholarship thrives and shapes the future of the industry.

Read the full article here: https://doi.org/10.1016/B978-0-323-90386-8.00095-4

Fostering connections, strengthening collaborations, and shaping future leaders. 💚

The Department of Marketing and Advertising recently concluded its Creative Partner’s Lunch, bringing together industry partners and academic leaders in a shared commitment to bridging education and real-world practice.

Through meaningful conversations and collaboration, we continue to align our programs with industry needs, ensuring that our students are empowered and truly industry-ready.

Thank you to our valued partners for your continued support in shaping the next generation of marketing and advertising professionals.

(Photos courtesy of DLSU JEMA)

Celebrating Women’s Month by highlighting an inspiring journey from the DLSU community

Meet Ms. Kristine Lye C. Salute, MSM, a dedicated DMA lecturer at De La Salle University Manila who proves that women can truly do it all. Alongside her mom, she leads DJ’s Chocolates (Chilin Chocolates Trading), a chocolate and pasalubong retail store business built on passion and resilience that has been delighting Bacoor and Silang Cavite with affordable, branded chocolate treats since 2022. Ms. Lye as we fondly call her, has turned her pandemic side-hustle into a thriving local favorite. We honor her entrepreneurial spirit and the "mother-daughter" teamwork that continues to inspire us this March!

Sharing this policy brief from our very own RVRCOB Associate Dean, Dr. Rayan P. Dui, RVRCOB Dean, Dr. Reynaldo Bautista, Jr., and DMA Department Chair, Dr. Miguel Paolo Paredes.

Their undertaking suggests that the long-term viability of the global maritime industry and the competitiveness of Filipino seafarers are threatened by persistent problems such as inadequate training facilities, discriminatory recruitment practices, and onerous certification procedures. Given the risks of seafarer displacement and the constraints of global compliance, it is imperative to address these systemic deficiencies. The creation of a more robust, competitive, and sustainable maritime sector will be made possible by a unified policy roadmap that emphasizes improved regulation, just labor practices, and effective administrative procedures.

The DLSU Policy Briefs is a publication by the Center for Business Research and Development (CBRD).

If you are interested in this topic, find out more by reading our policy brief here: https://rebrand.ly/98d0e8

𝗡𝗲𝘄 𝗣𝘂𝗯𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗔𝗹𝗲𝗿𝘁!📌📣📣

𝑻𝑶𝑷𝑰𝑪: 𝑨𝒅𝒗𝒂𝒏𝒄𝒊𝒏𝒈 𝑺𝒖𝒔𝒕𝒂𝒊𝒏𝒂𝒃𝒊𝒍𝒊𝒕𝒚 𝒂𝒏𝒅 𝑪𝒐𝒎𝒑𝒆𝒕𝒊𝒕𝒊𝒗𝒆𝒏𝒆𝒔𝒔 𝒊𝒏 𝒕𝒉𝒆 𝑷𝒉𝒊𝒍𝒊𝒑𝒑𝒊𝒏𝒆 𝑴𝒂𝒓𝒊𝒕𝒊𝒎𝒆 𝑻𝒓𝒂𝒏𝒔𝒑𝒐𝒓𝒕𝒂𝒕𝒊𝒐𝒏 𝑺𝒆𝒄𝒕𝒐𝒓

If you are interested in this topic, find out more by reading our policy brief here: https://rebrand.ly/98d0e8

Sharing this policy brief from our very own DMA Department Chair, Dr. Miguel Paolo Paredes, RVRCOB Dean, Dr. Reynaldo Bautista, Jr., and RVRCOB Associate Dean, Dr. Rayan P. Dui.

Their undertaking implies that advertising creativity (AC) generates nearly 60% stronger effects on awareness and early consumer response states than on later conversion-oriented outcomes, suggesting that its primary economic value lies in shaping brand perceptions rather than immediate purchase behavior. These findings indicate that industry decision-makers must elevate AC from a tactical expense to a strategic asset, focusing its deployment and measurement on the initial brand-building phases to maximize return on creative investment.

The DLSU Policy Briefs is a publication by the Center for Business Research and Development (CBRD).

If you are interested in this topic, find out more by reading our policy brief here: https://rb.gy/o910e9

𝗡𝗲𝘄 𝗣𝘂𝗯𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗔𝗹𝗲𝗿𝘁!📌📣📣

𝑻𝙊𝑷𝙄𝑪: 𝘾𝒓𝙚𝒂𝙩𝒊𝙫𝒆 𝑰𝙢𝒑𝙖𝒄𝙩 𝙞𝒏 𝑫𝙞𝒈𝙞𝒕𝙖𝒍 𝑴𝙚𝒅𝙞𝒂: 𝙍𝒆𝙘𝒂𝙡𝒊𝙗𝒓𝙖𝒕𝙞𝒏𝙜 𝘾𝒓𝙚𝒂𝙩𝒊𝙫𝒆 𝑰𝙣𝒗𝙚𝒔𝙩𝒎𝙚𝒏𝙩 𝙛𝒐𝙧 𝘽𝒓𝙖𝒏𝙙 𝙋𝒆𝙧𝒇𝙤𝒓𝙢𝒂𝙣𝒄𝙚.

If you are interested in this topic, find out more by reading our policy brief here: https://rb.gy/o910e9

We extend the invitation to the Bibliometric Analysis Workshop by Dr. Shazia Hassan from the National Defence University, Pakistan.

Event Details:
Date: Wednesday, 18 March 2026
Time: 12:00– 1:00 PM
Mode: Zoom
You may participate via Zoom using the link below:
https://zoom.us/j/96135740000
Meeting ID: 961 3574 0000

Kindly confirm your attendance by registering here:
Registration Form: https://forms.gle/97nj75Yq2gbPg2cJ6