Duration of Program 3 years (6 Semesters)


Seats 120*

*Total Seats in BBA Core

The specialization acquaints the students on subjects like Rural Marketing, Social and Digital Media Marketing. The course equips the students on traditional as well as modern approaches to the world of marketing, which will support them in solving real-life marketing-related problems.


UPES’ curriculum framework is holistic in its overall structure and yet focuses on the individual need of the student to discover, experience, explore and challenge. Along with the core subject, students have the option to choose from subject-focused specialisations. They are also allowed to choose minor/exploratory subject from other schools at UPES that are: School of Engineering, School of Computer Science, School of Law, School of Business, School of Health Sciences, School of Design, School of Modern Media, and School of Liberal Studies.

Further, based on the multifaceted needs of the global workplace and evolving lifestyles, the curriculum offers Signature and Life-Skills courses through School for Life. To round off this learning experience, students are required to do mandatory internships in the social sector, government/public sector, and industry. The combinations available for students to pick and choose from are endless, ensuring both depth and width of knowledge.


  • Marketing Executive
  • Sales Executive
  • Marketing Research Analyst
  • Business Development Executive
  • E-Marketing Executive
  • Customer Relations Executive
  • Direct Marketing Executive
Minimum 50% marks in Classes X and XII
Entrance Exam : (UPESMET-UG) / UGAT’22



The schedule for UPESMET-UG:

Name of the Program Mode of Test  Date of Test Duration Last Date to Apply

BBA & Integrated (BBA-MBA)

Online 1- 2 April 2022 1.5 hours 29 March 2022


Non-Examination Pathway:

BBA & Integrated (BBA) - (MBA) Admissions through National Level Tests

Students having a minimum UGAT 2022 score of 60 percentile and above will be exempted from UPES Management Entrance Test and will be called for a Personal Interview if qualified  



Course Credits Percentage
Major Foundation 47 35%
Major Core 30 22%
Specialization 6 4%
Dissertation 6 4%
Life Skills 12 9%
Signature 15 11%
Exploratory/Minor 15 11%
Internships and Industry Visit 3 2%
Total 134 100%
SFLI Total 42 31%




Subject Code Subject  Credits
GMHR 1201 Introduction to Management & Leadership  3
ECON 1001 Business Economics I 3
DSQT 1001 Business Mathematics 3
FINC 1001 Business Accounting 3
HUMN 1001 Business Communication  3
HRES 2001 Organizational Behavior 3
DSIT 1001 Business Computing 3
SLICL01 Learning How to learn 2
SLICL02 Living Conversations 2
  TOTAL 25




Subject Code Subject Credits
HRES 3001 Human Resource Management 3
FINC 1002 Financial Management 3
MKTG 2001 Marketing Management 3
LSCM 2001 Operations and Materials Management 3
DSQT 1004 Business Statistics 3
SLICS01 Critical Thinking and Writing 3
SLICL03 Leadership and Teamwork 2
  Minor/Exploratory   I 3
  TOTAL 23




Subject Code Subject Credits
DSRM 2001 Research Methodology & Report Writing 3
  Spreadsheet Modeling  3
  Operations Research 3
MKTG 3008 Integrated Marketing Communication 3
MKTG 3002 Brand Management  3
  Minor/Exploratory  II 3
SLICL04 Design Thinking 2
SLICS02 Ethical Leadership in the 21st Century (Human Values and Ethics) 3
  TOTAL 23




Subject Code Subject Credits
STGM 3002 Business Policy & Strategy 3
DSBA 2004 Business Analytics 3
UCIE 0301 Advertising & Sales Promotion 3
MKTG 2002 Consumer Behavior & Market Research 3
  Minor/Exploratory III 3
SLICS03 Environment and Sustainability - Himalaya Fellowship 3
SLICL05 Working with Data 2
INDT 2101 Industrial Visit 1
  Specialization Paper 1 3
  TOTAL   24




Subject Code Subject Credits
STGM 3002 Project Management 3
SIIB 3101 Summer Internship 2
DIST 3101 Dissertation I 2
HRES 3003 Customer Relationship Management 3
MKTG 1001 Sales & Distribution Management 3
MKTG 3005 Services Marketing 3
  Specialization Paper 2 3
SLICL06 Persuasive Presence 2
  Minor/Exploratory IV 3
SLICS04 Start your Start-up 3
  TOTAL 27




Subject Code Subject Credits
GMHR 1301 Corporate Social Responsibility 2
DIST 3102 Dissertation II 4
  Signature 5 3
  Minor/Exploratory  V 3
  TOTAL 12




  Subject   Subject Code
Specialization 1 Rural Marketing MKTG 3011
Specialization 2 Social & Digital Media Marketing MKTG 2009




Life Skills Credits  
Learning how to learn 2 Life Skill I
Living Conversations 2 Life Skill II
 Leadership and Teamwork 2 Life Skill III
Design Thinking 2 Life Skill  IV
Working With Data 2 Life Skill   V
Persuasive Presence 2 Life Skill  VI





Signature Credits  
Critical Thinking and Writing 3 Signature 1
Ethical Leadership in the 21st Century (Human Values and Ethics) 3 Signature II
Environment and Sustainability - Himalaya Fellowship 3 Signature III
Start your Start-up 3 Signature  IV
Choose from the basket below: 3 Signature V
Solving Complex Problems SLIES01  
Technologies of the Future SLIES02  
Future Casting SLIES03  
Managing Relationships and Being Happy SLIES04  


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