UP Junior Marketing Association


Originally called the Marketing Association, the UP Junior Marketing Association was established in 1958 by an informal group of twenty marketing majors. In 1960, the organization was situated in the old CBA building, which is now the Palma Hall Annex. The Association altered its name to Junior Marketing Association in the academic year (AY) 1966 to 1967. It was during AY 1971 to 1972 that the UP JMA Newsletter and logo were conceived; however, it was not until 1979 that Lumine (the current official publication of the Association) was published and the official motto, “We Lead,” was used.

Throughout its fifty-five years of existence, UP JMA has constantly aimed for nothing less than the best for itself and for all its stakeholders. The passion and drive for excellence of all those who have handled the organization over the years has led it to this point of distinction—that of being one of the country’s premier student organizations.

Moreover, another attribute to its success is the pride UP JMA takes in its four main thrusts and objectives, ensuring that all projects—from seminars to sports clinics to parties—are planned and executed according to the principles and ideals that the organization stands for.

Members are instilled with the knowledge and understanding that marketing is primarily about building mutually beneficial relationships, both internally and externally. The recognition and credit that UP JMA has received are motivators—embellishments on the cake—that continue to push its members to aim higher and strive harder. With all this in mind and heart, and over half a century of prestige behind it, UP JMA continues to push on from its golden jubilee year to a bright and exciting future—because in this organization, we lead.


UP JMA is a proud affiliate of the Philippine Junior Marketing Association (PJMA), which is under its mother organization, the Philippine Marketing Association. As a member, UP JMA has been an active participant of PJMA’s activities.


UP JMA values holistic development. The organization keeps the well-roundedness of its members through its four thrusts, which aim to develop students as both strong individuals and good team players.

ACADEMICS. Supplements the students’ classroom and theoretical experience with exposure to actual business and professional experience;
SERVICE. Opens the student’s mind to the dimension of community problems and provides the opportunity to find solutions to them;
SOCIALS. Aims to develop the student along the lines acceptable and common to others; and
SPORTS. Aims to develop the student physically so he or she will be more equipped to face the working world with a stronger mind and body.


UP JMA is a six-peat winner of the national Agora Youth Award for Best Student Marketing Organization (2004-2007, 2010-2011); two-time winner of the Gawad Chancellor Award for Most Outstanding Student Organization in UP Diliman; four-peat winner of the Three Outstanding Student Marketing Associations (1993–1994, 1996, 1998, 2002, 2004-2006).

UP JMA has also found success in event-mounting competitions, winning the Astring-O-Sol Event Mounting Competition (2007), San Mig Strong Ice Viral Campaign Competition (2009), and Distileria Limtuaco R18 Vodka Knockers Marketing and Event Mounting Competition (2011).

UP JMA is also a 3-peat champion of Bacbacan 2, UP CBA’s orgs intramurals (2008-2010), OrgPres, an arts-centered competition among the numerous CBA-based organizations (2011), and a champion of SLO PITCH: Mamasita’s Cup, a softball tournament (2011).


The UP Junior Marketing Association commits to uphold its value for education by continuously supporting deserving scholars. Starting off with the Pandakan Scholars in 1997, it moved on to support the program entitled Kids Integrated Development through Schooling (KIDS) which is composed of underprivileged elementary and high school students. This church-based fund was initiated in the Sta. Maria dela Strada and Tahanan ng Panginoon, Our Lady of Pentecost Parish. Since then, over 100 kids have been sent to school. Every year, UP JMA spearheads events to raise funds to subsidize and support the education of these children. Field trips, workshops and leadership seminars are also organized to further promote their well being.

This year, UP JMA is extending a hand to thirty-five (35) KIDS scholars in finishing their primary and secondary education. These 35 wonderful and enthusiastic kids are the cream of the crop. They are the top students from their respective schools. Aside from being smart, cheerful and talented, these kids are the driving force behind every JMA event’s success. They may be little in size but the amount of happiness and unforgettable moments they create cannot be measured.

As one of the first of its kind created in the UP Diliman campus, The UP JMA Scholarship Fund strives to grant deserving students the privilege of a UP education by subsidizing their schooling expenses. Since the fund was established in 1990, UP JMA has subsidized the education of more than twelve students through the Office of Scholarships and Student Services under the Office of the Vice Chancellor for Student Affairs. For SY 2012-2013, 4 students from the College of Business Administration will be given scholarships to aid their schooling.


President: Jules Herrera-Lim
VP for External Affairs: Christian Luz
VP for Finance: Audrey Hizon
VP for Internal Affairs: Peevee Mendoza
VP for Publicity and Communications: Benjie Baladad
VP for Social and Public Relations: Jim Fausto


The UP Junior Marketing Association (UP JMA) is a university-wide student organization based in the College of Business Administration, University of the Philippines, Diliman. In recent years, it has had an average membership base of 250 students from various colleges in UP Diliman, each one drawn in by the exceptional and rewarding leadership, marketing, and project management experience the reputable organization embodies and guarantees.

Contact Us

Contact UPJMA

For interested companies or parties who wish to partner with UP JMA, contact us:

Christian Luz at 0917 898 6978
UP JMA Vice President for External Affairs

Room 405 College of Business Administration
University of the Philippines
Diliman, Quezon City
Email: execomm@upjma.com


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