Semester-wise syllabus for a BBA in Digital Marketing

 

Semester 1:

Foundations of Business & Digital Marketing

1. Principles of Management 

   - Basics of management, organizational behavior, and leadership. 

2. Introduction to Marketing 

   - Marketing mix (4Ps), consumer behavior, and traditional vs. digital marketing. 

3. Digital Marketing Fundamentals 

   - Overview of SEO, social media, email marketing, and content marketing. 

4. Business Communication 

   - Professional writing, presentations, and digital communication etiquette. 

5. IT Skills for Marketers 

   - Basics of Excel, Canva, and content management systems (CMS). 

6. Microeconomics

   - Supply-demand, market structures, and pricing strategies. 

 

Semester 2:

 Core Digital Marketing Tools & Strategies

1. Content Marketing & Copywriting 

   - Blogging, storytelling, and SEO-friendly content creation. 

2. Search Engine Optimization (SEO) 

   - Keyword research, on-page/off-page SEO, and technical SEO. 

3. Social Media Marketing (SMM) 

   - Platform strategies (Facebook, Instagram, LinkedIn), campaigns, and analytics. 

4.  Google Analytics & Ads 

   - Campaign setup, performance tracking, and Google Ads certification basics. 

5. Business Law & Ethics 

   - Digital privacy laws (GDPR, CCPA), intellectual property, and ethical marketing. 

6. Macroeconomics

   - Economic indicators impacting digital markets (e.g., inflation, consumer spending). 

 

Semester 3:

Advanced Marketing Channels & Analytics

1. Email Marketing & Automation 

   - Campaign design, drip campaigns, and tools like Mailchimp/Klaviyo. 

2. Pay-Per-Click (PPC) Advertising 

   - Google Ads, Facebook Ads, and budget optimization strategies. 

3. Web Development Basics 

   - HTML/CSS fundamentals, WordPress, and UX/UI principles. 

4. Consumer Behavior in Digital Age 

   - Psychographics, buyer journeys, and personalized marketing. 

5. Data Visualization & Reporting 

   - Tools like Google Data Studio, Tableau, and dashboard creation. 

6. Elective 1 (e.g., Influencer Marketing or Video Marketing). 

 

Semester 4:

Strategic Marketing & Emerging Trends

1. Affiliate & Performance Marketing 

   - Affiliate networks, commission models, and ROI tracking. 

2. Marketing Automation & CRM 

   - Hub Spot, Sales force, and customer lifecycle management. 

3. E-commerce Marketing 

   - Shopify/Amazon strategies, cart abandonment, and conversion rate optimization. 

4. Artificial Intelligence in Marketing

   - Chatbots, predictive analytics, and AI-driven personalization. 

5. Mobile Marketing 

   - App marketing, SMS campaigns, and geotargeting. 

6. Capstone Project Preparation 

   - Identifying real-world marketing problems and solution frameworks. 

 

Semester 5: Specializations & Industry Integration

1. Digital Brand Management 

   - Brand positioning, reputation management, and crisis communication. 

2. Video Marketing & YouTube Strategies 

   - Video SEO, YouTube Ads, and content monetization. 

3. Elective 2 (e.g., Programmatic Advertising or Growth Hacking). 

4. Elective 3 (e.g., Global Digital Marketing or Blockchain in Marketing). 

5. Digital Marketing Analytics 

   - Advanced metrics, attribution modeling, and A/B testing. 

6. Internship/Industry Project 

   - Hands-on experience with agencies, startups, or corporate marketing teams. 

 

Semester 6:

Capstone & Professional Development

1. Capstone Project

   - End-to-end digital marketing campaign (e.g., launch a product, rebrand a startup). 

2. Emerging Trends 

   - Metaverse marketing, NFTs, voice search optimization, and TikTok trends. 

3. Strategic Digital Leadership 

   - Budget allocation, cross-channel integration, and agile marketing. 

4. Career Readiness

   - Resume building, LinkedIn optimization, and certifications (e.g., Google Analytics, Meta Blueprint). 

5. Elective 4 (e.g., Sustainability in Digital Marketing or Political Digital Campaigns). 

6. Dissertation/Research Project 

   - Focus on topics like AI ethics, algorithmic bias, or future of digital advertising.