Perception of Senior High School Learners in Selected Northern Cebu Provinces towards Bachelor of Science in Fisheries: Inputs for Marketing Interventions

The study sought to characterize and determine the level of perception of Senior High School students on the degree program Bachelor of Science in Fisheries based on different perception domains as anchored from the Human Capital Theory of Becker, Signal Theory of Spence, Certificate Theory of Collins, and Search and Matching Theory of Diamond and Mortensen. Career Guidance Program and short infomercial videos have been proposed based on the findings. This study utilized a descriptive-quantitative research design using researcher-made questionnaires via purposive sampling of 304 respondents that were implemented online and physically in the selected provinces in the northern part of Cebu, Philippines. Processing of data involved frequency, simple percentage, ranking, simple average, weighted mean, and standard deviation. Findings suggest that majority of the respondents aim for business-related degrees, followed by health sciences and engineering. Awareness of existing fisheries academes, facilities in Northern Cebu, worker population, fisheries-related laws and government agencies is limited. Respondents expressed particular interest on the degree program in terms of participation on orientation, aquaculture, post-harvest processing, affordability, employment opportunities, stability, career-related job as water and soil technicians, immediate employment with less competition, promotions, and teaching opportunities as graduates. Respondents noted the program’s potential to help communities and small-scale fishing farmers and the potential pride of being a BS in Fisheries graduate.