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Dr. Raymond Allan Vergara

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Educational Background

BS in Business Administration, Business Management ,
De La Salle College of St. Benilde

Master’s in Marketing Communication,
De La Salle University, Manila

Doctor of Business Management,
Holy Angel University

Over the years, I have had the privilege of guiding more than 50 batches of marketing students through the dynamic world of events marketing. My approach goes beyond theory—I blend the principles of event development and marketing with the real-world purpose of fundraising. Students design and execute events that directly support beneficiaries they choose, offering not just financial help but also everyday essentials that can meaningfully improve lives.

At the core of my teaching is the belief that marketing should not only sell but also serve. I draw from the concepts of the ripple effect, the 5W’s of event design, and the power of storytelling to show students how their ideas can inspire action and compassion. By merging classroom learning with real-world impact, I aim to help them discover that marketing is not just about campaigns—it is about creating value, fostering empathy, and sparking change.

Above all, I believe learning should be fun, engaging, and deeply meaningful. When students see the joy of helping a stranger, they learn that their skills can be both a professional asset and a force for good.

Research Interest

  • Experiential Marketing
  • Transformative Learning
  • Event Marketing
  • Storytelling

Selected Publications

  • Vergara, R. A., & Vergara, K. C. (2023). Storytelling in the Classroom: Why it Matters in Event Marketing Education. International Journal of Multidisciplinary: Applied Business and Education Research. www.ijmaberjournal.org.
  • Vergara, R. A. G. (2023). Transformative learning in the online classroom: A marketing educator’s autoethnographic account. International Journal of Multidisciplinary: Applied Business and Education Research, 4(7), 2444-2451. https://doi.org/10.11594/ijmaber.04.07.24
  • Vergara, R. A. (2022). Delivering A Transformational Learning Experience Online. International Journal of Multidisciplinary, 3(12), 2726–2737. https://doi.org/10.11594/ijmaber.03.12.24
  • Vergara, R. A. (2021). How to Deliver Fun, Engaging, and Meaningful Learning Experiences in Online Distance Learning during the Covid-19 Pandemic. In DLSU Research Congress.
  • Vergara, R. a. G., & Santos, J. E. (2023). Understanding the collecting experience: purchase motivations and social collecting behaviors. International Journal of Multidisciplinary, 4(3), 763–773. https://doi.org/10.11594/ijmaber.04.03.09
  • Santos, J. E., & Vergara, R. a. G. (2023). Purchase and Collection Motivations of Co-Branded Limited-Edition Collectibles: The case of the Jollibee Funko Pop. International Journal of Multidisciplinary, 4(3), 737–747. https://doi.org/10.11594/ijmaber.04.03.06

GET IN TOUCH WITH US

Ramon V. del Rosario College of Business
G/F Faculty Center
2401 Taft Avenue
1004 Manila, Philippines

Office of the Dean
Email: [email protected]
Tel. Nos.: (632)524-46-11 local 130 (trunk line)
Telefax No.: (632)536-02-61 (direct line)