Duration of Program 2 years (4 Semesters)


Seats 30*

*Total Seats in MBA (Digital Business)

The course provides a bird's eye view of the digital marketing industry and the elements driving it. It gives an insight into print and internet branding along with the basics of brand strategy. The program emphasizes on the importance and use of conceptualization, copywriting, design, and development for digital marketing.

Academic Framework

The foundation of higher learning at UPES since its inception has been to explore and promote areas of learning that are innovative and future focused. This has led to constant evolution in facilitating creative and collaborative learning engagements for students through realignment of curriculum and exploration of virtual tools, and open-source courseware; thereby creating borderless learning and access to limitless information.

The new curriculum framework at UPES, ABLE (Academic Blueprint for Learning Excellence) is holistic in its overall structure and yet focuses on the individual need of the student to discover, experience, explore and challenge. The learning is segmented into core subject studies, core specialism studies, minors/exploratory subjects, and signature and life skills learning. The latter three are offered by the newly-instituted School for Life.

SFL (School for Life) is an intrinsic part of the composite UPES student experience and facilitates learning and education that is a balance between what students want, and what is needed of them as future global citizens and leaders of tomorrow. With courses designed to equip students with lifelong learning skills, a focus on a wide range of contemporary issues, and a mandatory social and professional internship experience that is unique, UPES believes in igniting to inspire the best version within an individual to better the world.

  • Digital Business/Marketing Consultants in multi-national corporations
  • Market Analyst/Market Researcher roles in Digital Environment
  • Digital Business Analyst
  • Web Design Specialist
  • Digital Marketing Manager
  • Content Marketing Manager
  • Digital Brand Manager
  • UX (User Experience) Designer
  • CRM Manager
  • Web Analytics Specialist
  • Candidates can pursue higher studies in the field
  • Minimum 50% marks in Classes X, XII and Graduation.
  • Graduation From a recognized University in any stream
Admissions through UPES Management Entrance Test (UPESMET)

Online Exam/National Level Exams followed by Personal Interview


Schedule for UPES Management Entrance Test (UPESMET):

Name of Program Mode of Test Date of Test Duration Last Date to Apply
MBA (All Streams) Online 28-30 Jan 2022 2 hrs 24 Jan 2022

Admissions Open against vacant seats only.

UPES reserves the right to conduct further online/paper pencil mode exams for admission to various MBA programs in addition to the date already announced.


Admissions through National Level Tests

Students having minimum MAT /CMAT 2021 score of 70 Percentile will be exempted from UPES Management Entrance Test and will only be called for Group Discussion and Interview if qualified. Valid 50 percentile and above score of CAT 2020/ XAT 2021 A score of minimum 400 or above for GMAT, a score of 120 and above in NMAT 2020 / 21 scores will also be accepted.

**Upto 30% seats shall be filled through National Level Tests category (CAT/MAT/XAT/NMAT). In case candidates for such seats are not available, UPES has the right to fill these seats through MBA (UPESMET).

Course Credits


Course Credits Percentage
Major Foundation 30 29%
Major Core 32 30%
Specialization  6 6%
Dissertation 6 6%
Life Skills 10 10%
Signature 9 9%
Minor/Exploratory 9 9%
Internships and Industry Visit 3 3%
Total 105 100%
SFLI Total 28 27%




Subject Code Subject Credits
HRES 7002   Management Principles and Organisational Behaviour 3
MKTG 7001 Marketing Management 3
ECON 7006 Managerial Economics 3
FINC 7010 Accounting for Managers 3
DSQT 7001 Quantitative Methods 3
HRES 7004 Business Communication 3
DSIT 7013 Spreadsheet modelling 3
  Introduction to Digital Business and Social Media Tools  3
SLICL01 Learning How to learn 2
SLICL02 Living Conversations 2
  TOTAL 28





Subject Code Subject Credits
HRES 7007 Human Resource Management 3
FINC 7019 Financial Management 3
DSRM 7002 Business Research Methods 3
DSQT 7002 Operations Research  3
DSIT 7009 Management Information System 3
  Database System & Database Management 3
DSBA 8002 Analytics & Big Data 3
  Specialization Paper  I 3
SLICS01 Critical Thinking and Writing 3
SLICL03 Leadership and Teamwork 2
INDT 7101 Industrial Visit 1
  Minor/Exploratory I 3
  TOTAL 33




Subject Code Subject Credits
STGM 8001 Strategic Management  3
  Digital Brand Management 3
  Digital Sales & Channel Management 3
  Specialization Paper II 3
SIIB 8101 Summer Internship  2
DIST 8101 Dissertation-I  2
SLICL04 Design Thinking 2
SLICS02 Ethical Leadership in the 21st Century (Human Values and Ethics) 3
  Minor/Exploratory II 3
  TOTAL 24





Subject Code Subject Credits
HUMN 3009 Business  & Digital Laws 2
  Digital Business Models and Design Principles 3
  IT Security Management 3
DIST 8102 Dissertation II 4
SLICS03 Environment and Sustainability - Himalaya Fellowship 3
SLICL05 Working with Data 2
  Minor/Exploratory III 3
  Total 20



Specialization I


DSBA 8009 Social & Web Analytics 3
DSBA 3005 Text Mining 3



Life Skills


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




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

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