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INTEGRATED-BBA-MBA in Marketing Management at University of Petroleum and Energy Studies
Dehradun, Uttarakhand
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About the Specialization
What is Marketing Management at University of Petroleum and Energy Studies Dehradun?
This Marketing Management program at UPES Dehradun focuses on equipping students with advanced marketing principles and practices. With India''''s dynamic consumer market and digital transformation, the specialization addresses the evolving landscape of branding, digital marketing, consumer behavior, and sales strategies. The integrated BBA + MBA structure offers a comprehensive, long-term perspective essential for sustained career growth in the industry.
Who Should Apply?
This program is ideal for ambitious fresh graduates with a minimum of 50% marks in Class X and XII, seeking a direct path to leadership roles in marketing. It also caters to aspiring marketers who wish to gain an in-depth understanding of both foundational business concepts and specialized marketing strategies relevant to the Indian context, preparing them for roles across diverse industries.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths in brand management, digital marketing, market research, sales and distribution, and marketing analytics. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning INR 10-25+ LPA. The integrated nature fosters a strong foundation, leading to faster growth trajectories within leading Indian and multinational companies operating in the country.
Student Success Practices
Foundation Stage
Master Business Fundamentals- (Semester 1-2)
Dedicate time to thoroughly understand core subjects like Financial Accounting, Business Economics, and Principles of Management. Form study groups to discuss concepts and solve problems. Utilize university library resources and online tutorials for conceptual clarity.
Tools & Resources
UPES Library resources, NPTEL courses, Khan Academy for economics/accounting basics
Career Connection
A strong understanding of business fundamentals is crucial for strategic marketing decisions in later stages and for impressing recruiters in initial screening rounds.
Enhance Communication & Presentation Skills- (Semester 1-2)
Actively participate in Personality Development & Communication Skills workshops. Volunteer for presentations, public speaking events, and group discussions. Seek feedback from faculty and peers to refine your verbal and non-verbal communication.
Tools & Resources
Toastmasters International clubs (if available), online communication courses (e.g., Coursera), mock interview sessions
Career Connection
Exceptional communication is a cornerstone of marketing roles, essential for client interactions, team collaboration, and conveying brand messages effectively.
Cultivate Data Interpretation Skills- (Semester 1-2)
Pay close attention to Business Mathematics and Business Statistics. Practice solving problems involving data analysis and interpretation. Familiarize yourself with basic spreadsheet functions for organizing data.
Tools & Resources
Microsoft Excel, Google Sheets, basic statistics textbooks
Career Connection
Data-driven marketing is paramount. Early exposure to statistics helps in understanding market research, consumer behavior analytics, and campaign performance metrics, vital for future marketing roles.
Intermediate Stage
Engage in Marketing-Specific Projects & Case Studies- (Semester 3-5)
Proactively seek out and participate in projects, case study competitions, and simulations related to Marketing Management, Digital Marketing, and Sales & Distribution Management. Apply theoretical knowledge to practical scenarios.
Tools & Resources
Harvard Business Review case studies, marketing simulation games, industry newsletters
Career Connection
Practical application of marketing concepts demonstrates problem-solving abilities and strategic thinking, highly valued by employers for internships and full-time roles.
Develop Digital Marketing Acumen- (Semester 4-5)
Beyond coursework, complete certifications in popular digital marketing tools and platforms (e.g., Google Ads, Google Analytics, HubSpot). Start a personal blog or manage social media for a small business to gain hands-on experience.
Tools & Resources
Google Digital Garage, HubSpot Academy, SEMrush/Ahrefs (free trials)
Career Connection
Digital marketing skills are non-negotiable in today''''s landscape. Certifications and practical experience significantly boost employability for digital marketing, social media, and content roles.
Network with Industry Professionals- (Semester 3-5)
Attend industry webinars, guest lectures, and marketing conclaves organized by UPES or external bodies. Connect with alumni and professionals on platforms like LinkedIn. Seek informational interviews to understand various career paths.
Tools & Resources
LinkedIn, UPES Alumni Network, industry conferences (e.g., FICCI, CII events)
Career Connection
Networking opens doors to internship opportunities, mentorship, and insights into industry trends, providing a competitive edge for placements.
Advanced Stage
Leverage Internship Experiences Strategically- (Semester 6 & 8)
Treat Summer Internships (I & II) as real-world job trials. Actively contribute, seek mentorship, and understand company processes. Build a strong portfolio of work and seek recommendations from supervisors.
Tools & Resources
Company-specific tools, project management software, performance review systems
Career Connection
Successful internships often lead to pre-placement offers (PPOs) or strong recommendations, significantly streamlining the job search process and providing valuable industry experience.
Focus on Advanced Specialization & Research- (Semester 7-10)
Deep dive into specialized marketing areas like Consumer Behavior, Brand Management, and Marketing Analytics. For Dissertation/Project Work, choose a topic that aligns with your career interests and demonstrates critical thinking and research capabilities.
Tools & Resources
Academic databases (JSTOR, EBSCO), statistical software (SPSS, R), advanced marketing texts
Career Connection
Specialized knowledge makes you a subject matter expert. A well-executed dissertation showcases research prowess, crucial for roles in market intelligence, strategy, or further academic pursuits.
Prepare Rigorously for Placements- (Semester 7-8 (and ongoing till placement))
Participate in ''''Placement & Career Preparedness'''' sessions (Sem 7 & 8). Practice aptitude tests, group discussions, and mock interviews. Tailor your resume and cover letter for specific marketing roles and companies.
Tools & Resources
Online aptitude platforms, interview preparation guides, career counseling services, UPES placement cell
Career Connection
Targeted and rigorous placement preparation directly impacts your success in securing desired job roles with competitive salaries upon graduation, especially in the highly competitive Indian job market.
Program Structure and Curriculum
Eligibility:
- Minimum 50% marks in Class X and XII. Eligibility for MBA Part: Minimum 50% marks in X, XII & BBA.
Duration: 10 semesters / 5 years
Credits: 190 Credits
Assessment: Assessment pattern not specified
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| HRES1001 | Business Communication | Core | 3 | |
| ACCT1001 | Financial Accounting | Core | 4 | |
| MGMT1001 | Principles & Practices of Management | Core | 3 | |
| MGMT1002 | Business Economics | Core | 3 | |
| QUAN1001 | Business Mathematics | Core | 3 | |
| PROF1001 | Personality Development & Communication Skills – I | Foundation (Skill Enhancement) | 2 |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| HRES1002 | Organizational Behavior | Core | 3 | |
| MGMT1003 | Marketing Management | Core | 3 | |
| ACCT1002 | Cost & Management Accounting | Core | 4 | |
| MGMT1004 | Business Statistics | Core | 3 | |
| MGMT1005 | Legal Aspects of Business | Core | 3 | |
| PROF1002 | Personality Development & Communication Skills – II | Foundation (Skill Enhancement) | 2 | |
| ENVS1001 | Environmental Studies | Foundation (AEC) | 2 |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MGMT2001 | Human Resource Management | Core | 3 | |
| MGMT2002 | Production & Operations Management | Core | 3 | |
| MGMT2003 | Research Methodology | Core | 3 | |
| MGMT2004 | Financial Management | Core | 3 | |
| BUSI2001 | Business Data Analytics | Core | 3 | |
| PROF2001 | Personality Development & Communication Skills – III | Foundation (Skill Enhancement) | 2 | |
| OPENxxxx | Open Elective – I | Open Elective | 3 |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MGMT2005 | Sales & Distribution Management | Core (Marketing Specific) | 3 | |
| MGMT2006 | Digital Marketing | Core (Marketing Specific) | 3 | |
| MGMT2007 | Strategic Management | Core | 3 | |
| MGMT2008 | Entrepreneurship Development | Core | 3 | |
| BUSI2002 | Data Visualization for Business | Core | 3 | |
| PROF2002 | Personality Development & Communication Skills – IV | Foundation (Skill Enhancement) | 2 | |
| OPENxxxx | Open Elective – II | Open Elective | 3 |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MKTG3001 | Consumer Behavior | Core (Specialization) | 3 | |
| MKTG3002 | Brand Management | Core (Specialization) | 3 | |
| MKTG3003 | International Marketing | Core (Specialization) | 3 | |
| MKTG3004 | Services Marketing | Core (Specialization) | 3 | |
| MKTG3005 | Marketing Analytics | Core (Specialization) | 3 | |
| PROF3001 | Personality Development & Communication Skills – V | Foundation (Skill Enhancement) | 2 | |
| OPENxxxx | Open Elective – III | Open Elective | 3 |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MKTG3006 | Rural Marketing | Core (Specialization) | 3 | |
| MKTG3007 | Marketing Research | Core (Specialization) | 3 | |
| MKTG3008 | Retail Management | Core (Specialization) | 3 | |
| MKTG3009 | Industrial Marketing | Core (Specialization) | 3 | |
| MGMT3001 | Summer Internship – I | Project | 3 | |
| PROF3002 | Personality Development & Communication Skills – VI | Foundation (Skill Enhancement) | 2 | |
| OPENxxxx | Open Elective – IV | Open Elective | 3 |
Semester 7
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MGMT5001 | Business Ethics & Corporate Governance | Core | 3 | |
| MGMT5002 | Indian Economy & Policy | Core | 3 | |
| MGMT5003 | Financial Reporting & Analysis | Core | 3 | |
| MGMT5004 | Operations Analytics | Core | 3 | |
| MKTG5001 | Integrated Marketing Communication | Core (Specialization) | 3 | |
| PROF5001 | Placement & Career Preparedness – I | Foundation (Skill Enhancement) | 3 |
Semester 8
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MGMT5005 | Business Research Methods | Core | 3 | |
| MGMT5006 | Supply Chain Management | Core | 3 | |
| MGMT5007 | Design Thinking & Business Innovation | Core | 3 | |
| MKTG5002 | Strategic Marketing | Core (Specialization) | 3 | |
| MGMT5008 | Summer Internship – II | Project | 3 | |
| PROF5002 | Placement & Career Preparedness – II | Foundation (Skill Enhancement) | 3 |
Semester 9
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MGMT6001 | International Business | Core | 3 | |
| MGMT6002 | Business Analytics | Core | 3 | |
| MKTG6001 | Product & Category Management | Core (Specialization) | 3 | |
| MKTG6002 | Media Planning & Management | Core (Specialization) | 3 | |
| MKTG6003 | Services Operations & Marketing | Core (Specialization) | 3 | |
| MGMT6003 | Dissertation / Project Work (Part I) | Project | 3 |
Semester 10
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MGMT6004 | Business Consulting | Core | 3 | |
| MGMT6005 | Cross-Cultural Management | Core | 3 | |
| MKTG6004 | Customer Relationship Management | Core (Specialization) | 3 | |
| MKTG6005 | Digital Media & Advertising | Core (Specialization) | 3 | |
| MKTG6006 | Sales Force Management | Core (Specialization) | 3 | |
| MGMT6006 | Dissertation / Project Work (Part II) | Project | 3 |
