Integrated (BBA) – (MBA) (Marketing Management)


Program details

The Integrated BBA MBA in Marketing Management program offered by UPES is a comprehensive and rigorous program designed to provide students with a strong foundation in business principles, marketing concepts, and management strategies. The program focuses on developing critical and analytical thinking skills through a variety of pedagogical tools such as case studies, projects, workshops, and masterclasses by industry experts. Students are prepared for specialized subjects like Social and Digital Media Marketing, Advertising, and Sales Promotion, which are essential in today's digital age.

The specialization in Marketing Management within this program equips students with in-depth knowledge and practical skills specific to the marketing field. They gain expertise in areas such as market research, consumer behavior, branding, advertising, digital marketing, and strategic marketing. This specialized knowledge enables them to develop effective marketing strategies and make informed decisions to drive business growth. Moreover, the broad skill set acquired through the integrated program enables graduates to work in diverse industries and organizations, including consumer goods, retail, technology, healthcare, hospitality, and advertising. They can also pursue opportunities in marketing agencies, consulting firms, or even start their own businesses.

One of the key highlights of the Integrated BBA MBA in Marketing Management program is the emphasis on experiential learning. Through internships, industry projects, and case studies, students have the opportunity to apply their theoretical knowledge in real-world settings. This hands-on experience not only enhances their employability but also provides them with a deeper understanding of marketing practices. Upon completion of the program, graduates are well-prepared for a range of exciting career paths in marketing management. They can pursue roles such as marketing manager, brand manager, product manager, market research analyst, digital marketing specialist, advertising executive, sales manager, or business development manager. With their specialized skills and practical experience, they can find employment in various industries, including consumer goods, retail, e-commerce, advertising agencies, consulting firms, and multinational corporations.

Program Highlights

  • Students engage in major projects, summer internships, and live projects with companies, gaining hands-on experience in marketing management.
  • The Integrated BBA MBA Marketing in Management program prepares students for roles in marketing analysis, brand management, and business development, opening up a wide range of career paths.
  • Emphasis is placed on research projects, seminars, conferences, and internships, providing students with exposure to real-world case studies and insights from industry experts.
  • The curriculum covers various aspects of digital marketing, including social media marketing, SEO, content marketing, and data analytics, enabling students to leverage digital platforms effectively.
  • Students gain proficiency in software and tools such as SPSS, Survey Monkey, Tableau, and presentation software, enhancing their analytical and presentation skills.
  • The Integrated BBA MBA Marketing in Management program promotes teamwork and collaboration through the use of tools like Microsoft Teams, Trello, and Asana, while also providing state-of-the-art facilities, smart classrooms, an Analytics Lab, and a well-stocked library for an enriching learning experience.

The Integrated BBA MBA in Marketing Management program offers students extensive preparation for mid and senior management positions as marketing managers in various organizations. They will be equipped to develop effective marketing strategies, oversee campaigns, conduct market research, and lead marketing teams both nationally and internationally. In the digital era, companies heavily rely on digital marketing techniques, and students specializing in marketing management can further focus on areas such as search engine optimization (SEO), social media marketing, content marketing, and online advertising. Practical experience is emphasized through internships and on-the-job training, enabling students to apply classroom knowledge to real-world scenarios and gain a competitive advantage in the job market. The program's comprehensive curriculum covers subjects like accounting, finance, economics, organizational behavior, marketing principles, market research, consumer behavior, branding, advertising, sales management, digital marketing, and strategic marketing. Students benefit from real-world case studies, industry visits, and guest lectures by experts from the field. By staying up-to-date with industry trends through industry publications, conferences, internships, and continuous learning, students pursuing this program can seize exciting opportunities in the evolving field of marketing management.

Career Opportunities

Integrated BBA MBA in Marketing Management offers a wide range of career prospects across various industries. This program emphasizes the development of marketing strategies to enhance efficiency, productivity, and overall performance. Graduates from UPES School of Business with an integrated BBA-MBA degree can choose from a diverse set of career options. These opportunities enable them to work with renowned organizations and acquire valuable experience in the corporate world through summer internships, live projects, and placements. Students get the chance to explore their career preferences, engage with potential employers, and secure job prospects. Marketing careers span across multiple industries and encompass a variety of roles and responsibilities.


In recent years, the placement outlook for students pursuing an Integrated BBA MBA in Marketing Management program with a specialization in Marketing Management has shown remarkable improvement. Renowned companies such as LG, Reliance Industries, Havells, Asian Paints, Cease Fire, Vodafone, Deloitte, Kuehne Nagel, Xiaomi, TATA Croma, Odex, Decathlon, Amazon, and PI Industries, among others, present attractive employment opportunities for these students. Moreover, numerous mid-sized startups exhibit a strong interest in recruiting graduates from the Integrated BBA-MBA Marketing Management program. The career prospects for Marketing Management graduates encompass roles such as Marketing Manager, Business Developer, Market Analyst, Marketing Consultant, Public Relations Manager, Sales Manager, and Digital Marketing Specialist. Typically, freshers in this field can expect starting salaries ranging from INR 6-30 lakh per annum. The salary offered is contingent upon the candidate's individual skills, knowledge, and industry exposure.

Fee Structure

Click here for detailed Fee Structure.


Semester 1

Principles and Practices of Management3003
Micro Economics3003
Business Mathematics3003
Business Accounting3003
Business Communication 2023
Organizational Behavior2003
Spreadsheet Modelling1022
Business Environment3002
TOTAL   24

Semester 2

Macro Economics3003
Business Statistics3003
Financial Management2003
Marketing Management3003
Understanding Emerging 
Human Resource Management0013
Operations Management3003
Living Conversations3002
 Community Engagement and 
Social Responsibility
TOTAL   24

Semester 3

Research Methodology & Report Writing3003
Consumer Behaviour & Market Research3003
Minor/Exploratory I2003
Business Ethics and CSR3002
Working with Data3002
Global context of Business3001
TOTAL   20

Semester 4

Minor/Exploratory II1003
Customer Relationship Management3003
Specialization Paper-I3003
Industrial Visit0001
Minor/Exploratory III3003
Environmental, Social and Governance3003
Business Analytics2023
Design Thinking3002
TOTAL   21

Semester 5

Minor/Exploratory IV3003
Minor/Exploratory V3003
Leadership and Teamwork3002
TOTAL   26

Semester 6

Management Information System3003
Start your Start-up3002
TOTAL   17

Semester 7

Competitive Strategy3003
Strategic Management3003
Business Law3003
TOTAL   25

Semester 8

Project Management3003
TOTAL   12


The minimum eligibility criteria Integrated BBA-MBA in Marketing Management to be fulfilled by interested students is as follows: Minimum 50% marks in Classes X and XII.

Selection Criteria

The process of selection criteria for students interested in pursuing Integrated BBA-MBA in Marketing Management offered by UPES is based on the individual's performance in Entrance Exam (UG - UPESMET) / UGAT / CUET.

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