TL;DR: BSBA Major in Marketing Management is one of five specializations under BS Business Administration, prescribed by CHED Memorandum Order No. 17, series of 2017, in a 122-unit curriculum. All BSBA majors share 50 units of General Education/NSTP/PE, 6 units of common business courses, and a 24-unit Business Administration Core, then diverge in 24 units of major-specific professional courses (for Marketing Management: Salesmanship, Marketing Research, Marketing Management, Distribution, Advertising, Product Management, Retail Management, and Pricing Strategy) plus 12 elective units and a 600-hour internship. There is no PRC board exam. Jobstreet Philippines' published salary data puts entry-level marketing roles at roughly ₱18,000-₱30,000 per month.
BSBA Major in Marketing Management is one of the most commonly enrolled business majors in the Philippines, and one of five specializations that all sit under the single BSBA degree umbrella. This guide breaks down what the major actually covers under CHED's own curriculum policy, its real subject list and unit counts, the internship requirement, what it costs, and what the job market looks like for graduates. For the base BSBA structure across all five majors, see our BSBA degree guide and BSBA subjects guide; for a related business degree, see our BS Entrepreneurship guide.
What Exactly Is BSBA Major in Marketing Management?
BSBA Major in Marketing Management is a four-year specialization under the Bachelor of Science in Business Administration degree, governed by CMO No. 17, series of 2017, "Revised Policies, Standards and Guidelines for Bachelor of Science in Business Administration." The order describes the Marketing Management track directly: "The Marketing Management program prepares the graduate for careers in marketing, market research, advertising and public relations. The curriculum provides the graduate with both technical skills and competencies required in the field, but also the flexible mindset that is necessary to stay competitive in a constantly changing business environment."
CMO No. 17 also formally renamed the old Bachelor of Science in Commerce (BSC) designation to BSBA, and authorizes five majors in total: Human Resource Management, Marketing Management, Financial Management, Operations Management, and Business Economics. All five share the same curriculum backbone before splitting into major-specific professional courses.
Disclaimer: curriculum specifics and elective offerings vary by school within CHED's minimum framework. Always confirm the current curriculum directly with your target school's business administration department.
How Many Units Does BSBA Marketing Management Require?
CMO No. 17, s. 2017 prescribes a minimum of 122 units for BSBA, broken down as follows. This structure applies to all five majors; only the "Professional Major" row changes subject content by specialization.
| Curriculum Component | Units | Notes |
|---|---|---|
| General Education (GE) Courses | 36 | Per CMO No. 20, s. 2013 |
| National Service Training Program (NSTP) | 6 | |
| Physical Education (PE) courses | 8 | |
| Common Business and Management Courses (CBMEC) | 6 | Operations Management (TQM), Strategic Management |
| Business Administration Core | 24 | Shared by all five majors |
| Professional Major (Marketing Management) | 24 | 8 courses specific to the major |
| Electives | 12 | Chosen from a CHED-suggested list |
| Internship | 6 | 600 hours |
| Total (minimum) | 122 |
What's in the Shared Business Administration Core?
Before specializing, every BSBA student, regardless of major, takes the same 24-unit Business Administration Core: Basic Microeconomics, Business Law (Obligations and Contracts), Taxation (Income Taxation), Good Governance and Social Responsibility, Human Resource Management, International Business and Trade, Business Research, and Thesis or Feasibility Study. This sits on top of the 6-unit Common Business and Management Courses (Operations Management/TQM and Strategic Management), which are also shared across all majors.
What Subjects Are Under the Marketing Management Major?
The 24-unit Marketing Management Professional Major consists of eight required courses, per CMO No. 17:
- Professional Salesmanship
- Marketing Research
- Marketing Management
- Distribution Management
- Advertising
- Product Management
- Retail Management
- Pricing Strategy
Beyond these, students select 12 units of electives from a CHED-suggested list that includes Consumer Behavior, Sales Management, International Marketing, Franchising, E-Commerce and Internet Marketing, Entrepreneurial Management, Direct Marketing, Services Marketing, Industrial/Agricultural Marketing, Cooperative Marketing, New Market Development, Strategic Marketing Management, and Environmental Marketing, among others. Schools aren't limited to this list and may offer other marketing electives suited to their own faculty and industry partnerships.
How Do the Five BSBA Majors Compare?
All five BSBA majors share the same General Education, common business courses, and 24-unit Business Administration Core; they diverge only in their 24-unit professional major and 12-unit electives.
| Major | Core Professional Focus | Sample Career Path |
|---|---|---|
| Marketing Management | Salesmanship, marketing research, advertising, product/retail management | Marketing officer, brand/product associate |
| Human Resource Management | Recruitment, training, compensation, labor relations | HR generalist, recruitment specialist |
| Financial Management | Financial analysis, banking, investment, credit | Financial analyst, credit/collections officer |
| Operations Management | Inventory, logistics, project management, quality tools | Operations/logistics coordinator |
| Business Economics | Macroeconomics, managerial economics, international economics | Economic/business research analyst |
See our BSBA degree guide for the full breakdown of all five majors, and our BSBA subjects guide for a subject-by-subject walkthrough of the shared core.
Does BSBA Marketing Management Require an Internship?
Yes. CMO No. 17 requires a 600-hour internship, worth 6 units, listed in the order's sample curriculum map as "Practicum/Work Integrated Learning." Per the order, the internship "integrates the theory and knowledge of the course content with the application of principles and practices in a work environment," and its "focus, substance, and approach will vary depending on the particular program or specialization of the students." Placement is decided jointly among school administrators, faculty advisors, the site supervisor, and the student.
Disclaimer: internship placement processes and partner-company lists vary by school. Always confirm the current requirement directly with your target school's business administration department before enrolling.
What Does BSBA Marketing Management Tuition Cost?
Tuition for BSBA, like most Philippine business programs, ranges widely by school type. State universities and colleges (SUCs) charge little to nothing under the Universal Access to Quality Tertiary Education Act, while private schools' BSBA programs commonly run from roughly ₱25,000 to ₱60,000 or more per semester, depending on the school's tier and Metro Manila versus provincial location. Always pull the current published rate from your target school rather than relying on a roundup figure.
What Jobs Can a BSBA Marketing Management Graduate Get?
Graduates typically start as marketing assistants, sales and marketing officers, or junior brand/product associates, then move into marketing officer, brand manager, or marketing management roles with experience. The role sits at the intersection of consumer-facing companies (FMCG, retail, e-commerce), advertising and PR agencies, and the marketing departments of larger corporations across every industry, since virtually every company needs a marketing function.
According to Jobstreet Philippines' published salary data:
| Role | Typical Monthly Salary Range |
|---|---|
| Marketing Assistant | ₱18,000-₱22,000 |
| Sales and Marketing Assistant | ₱17,000-₱21,000 |
| Marketing Officer | ₱20,000-₱28,000 |
| Sales and Marketing Officer | ₱20,000-₱30,000 |
Disclaimer: salary figures reflect Jobstreet's published market ranges as of their most recent update, not guaranteed pay for any individual graduate. Actual offers vary by employer, industry, city, and experience. For broader context, the Philippine Statistics Authority's Labor Force Survey for April 2024 recorded managers earning an average of ₱1,400 per day across all industries — a useful ceiling reference for a marketing career's growth path, though it isn't marketing-specific.
Is BSBA Marketing Management Right for You?
Before committing to Marketing Management over BSBA's other four majors, weigh these questions:
- Do you enjoy understanding consumer behavior and building campaigns, more than crunching financial statements or managing HR processes? If yes, Marketing Management is the natural fit among BSBA's five majors.
- Are you drawn to a specific channel (digital/social, retail, advertising/PR, or B2B sales)? Check which marketing electives your target school actually offers, since CHED's suggested list is broad and schools vary in what they teach.
- Would you rather build your own venture than work inside a marketing department? If so, BS Entrepreneurship — which also has a heavy marketing component through its own electives — may be a better structural fit.
- Have you checked the school's internship partner companies? Since placement quality varies significantly by school, ask specifically which companies past marketing-track interns have worked with.
- What strand did you take in senior high? This curriculum is vertically aligned with the ABM strand; see our ABM strand guide for how that pathway lines up.
Ready to find the right school? Browse schools or compare tuition and programs across hundreds of Philippine schools on SchoolFinderPH.
Sources
- CHED CMO No. 17, s. 2017 — Revised Policies, Standards and Guidelines for BS Business Administration (official PDF, via UP Cebu)
- Jobstreet Philippines — Marketing Assistant Salary
- Jobstreet Philippines — Marketing Officer Salary
- Jobstreet Philippines — Sales and Marketing Officer Salary
- Philippine Statistics Authority — Labor Force Survey, April 2024 (via GMA News)
- SchoolFinderPH — BSBA Degree Guide
- SchoolFinderPH — BSBA Subjects Guide
- SchoolFinderPH — BS Entrepreneurship Guide
- SchoolFinderPH — ABM Strand Guide
