BBA with Specialization in Digital Marketing
The BBA in Digital Marketing program at Doon Business School is designed to train specialists who can attract, analyse, and convert customers by leveraging advanced technology and strategic content.
This program goes beyond basic channel knowledge to provide practical mastery in the entire digital marketing ecosystem
MarTech & Automation
Focuses on the Technology Platforms and automation tools used in modern campaigns, including Marketing Automation Software and Customer Relationship Management (CRM) systems.
Human Dynamics
Provides critical insights into human and organisational dynamics, ensuring graduates can craft campaigns that are both technically proficient and ethically persuasive.
Graduates emerge as data-fluent strategists prepared to plan, execute, and measure high-ROI digital campaigns across all popular search and social media channels.
- Salient Features
- Career Opportunities
- Program Structure
- Fee Structure
- Scholarship
- Eligibility Criteria
- Other Specialization
Salient Features
Career Opportunities
Program Structure
| Category | Course Title | Credits |
|---|---|---|
| Core | Principles and Practices of Management | 4 |
| Core | Financial Accounting | 4 |
| Core | Business Statistics and Logic | 4 |
| VAC | Environmental Science and Sustainability | 2 |
| AEC | General English for Managers | 3 |
| Core | Marketing Management | 4 |
| MDE | Indian Knowledge System | 2 |
| Total Credits | 23 | |
| Category | Course Title | Credits |
|---|---|---|
| Core | Organizational Behavior | 4 |
| VAC | Indian Constitution | 2 |
| Core | Business Economics | 4 |
| Specialization | Major 01 (Marketing / Finance / Human Resource / International Business) | 4 |
| Super Specialization | Track Course 01 | 3 |
| OE | Open Elective | 2 |
| AEC | Business Communication | 3 |
| SC | General Proficiency - 1 | 1 |
| Total Credits | 23 | |
| Category | Course Title | Credits |
|---|---|---|
| Core | Management Accounting | 4 |
| Core | Legal and Ethical Issues in Business | 4 |
| Super Specialization | Track Course 02 | 3 |
| Specialization | Major 02 (Marketing / Finance / Human Resource / International Business) | 4 |
| VAC | Yoga / Sports / NCC / NSS / Disaster Management / Social Internship | 4 |
| SEC | Machine Learning for Decision Making (Alteryx) | 2 |
| SEC | Social Internship | 4 |
| Total Credits | 25 | |
| Category | Course Title | Credits |
|---|---|---|
| Core | Entrepreneurship and Startup Ecosystem | 4 |
| Core | Operations Management | 4 |
| Core | Business Research Methodology | 4 |
| Super Specialization | Track Course 03 | 3 |
| Specialization | Major 03 (Marketing / Finance / Human Resource / International Business) | 4 |
| OE | Open Elective | 2 |
| SC | General Proficiency - 2 | 1 |
| Total Credits | 22 | |
| Category | Course Title | Credits |
|---|---|---|
| Core | Strategic Management | 4 |
| Core | Logistics and Supply Chain Management | 4 |
| Specialization | Major 04 (Marketing / Finance / Human Resource / International Business) | 4 |
| SEC | Internship / Capstone Project | 6 |
| VAC | Soft Skills and Negotiation Skills | 3 |
| Total Credits | 21 | |
| Category | Course Title | Credits |
|---|---|---|
| Core | Project Management | 4 |
| Core | Business Taxation | 4 |
| Specialization | Major 05 (Marketing / Finance / Human Resource / International Business) | 4 |
| Core | Corporate Governance | 4 |
| SEC | Major Project (initiated in Semester V) | 4 |
| SC | General Proficiency - 3 | 1 |
| Total Credits | 21 | |
Students in the BBA choose one major specialization from the following four functional domains.
| Specialization | Semester 2 | Semester 3 | Semester 4 | Semester 5 | Semester 6 |
|---|---|---|---|---|---|
| Marketing | Consumer Behaviour | Sales and Distribution Management | Marketing of Services | Rural Marketing | Retail Marketing |
| Finance | Financial Statement Analysis | Financial Mathematics | Corporate Finance | Financial Modeling | Wealth Management |
| Human Resource | Talent Acquisition | Digital HR Tools and Trends | IR and Labour Laws | Compensation Management and Cafeteria Plan | Training and Development |
| International Business | International Business | International Trade Procedures and Documentation | Global Supply Chain Management and International Logistics | International Marketing | Management of Global Sourcing |
Students opting for BBA with Super Specialization complete 9 additional credits through three super specialization courses during the first three years. This allows students to combine a broad managerial foundation with a niche, industry-relevant skill track.
| Track | Semester 2 | Semester 3 | Semester 4 |
|---|---|---|---|
| Digital Marketing | Introduction to Digital Marketing Ecosystem | Content Marketing | Search Engine Marketing and Optimization |
| Entrepreneurship | Foundations of Entrepreneurship and Startup Thinking | Startup Development | Funding and Venture Capital |
| Fintech | Introduction to Financial Technologies | Digital Banking and Payment System | Blockchain and Cryptocurrencies |
| AI & Business Analytics | Business Analytics | Power BI for Storytelling | Agentic AI for Business Solutions |
| E-Commerce & Supply Chain | Introduction to E-Commerce and Digital Supply Chains | Global Supply Chain Management | Building E-Commerce Platforms |
| Banking & Insurance | Fundamentals of Banking and Insurance | Retail Banking and Financial Services | Risk Management and Insurance Practices |
| Capital Markets | Introduction to Financial Markets | Securities Market Operations and Trading | Investment Analysis and Portfolio Management |
In the fourth year, the program opens four distinct progression routes so that students can align their final stage with academic, professional, research, or entrepreneurial goals.
| Pathway | Semester VII | Semester VIII |
|---|---|---|
| Honours | Professional Ethics; International Business Strategy; Business Model Design and Scalability; Industry Internships; Major-6; Major-7 | Introduction to ESG Principles (MOOC); Digital Transformation and Innovation; Global Business Environment; Major-8; Major-9 |
| Research (For Ph.D. After BBA) | Professional Ethics; Research Internships; Qualitative and Quantitative Research Design; Econometrics and Predictive Modelling | Introduction to ESG Principles (MOOC); Global Business Environment; Dissertation; State of the Art Seminar |
| Industry Attachment | Professional Ethics; International / Virtual Internships; Global Business Environment; Mergers, Acquisitions and Restructuring | Introduction to ESG Principles (MOOC); Global Business Environment; Internship Report; Internship Seminar |
| Start-up | Professional Ethics; Entrepreneurial / Startup Internships; Global Business Environment; Venture Capital and Business Valuation | Introduction to ESG Principles (MOOC); Global Business Environment; Start-up Project; Start-up Seminar |
The following future-skills micro-credentials are an integral part as value-added learning layers that complement the courses already embedded in the BBA curriculum. These micro-credentials strengthen applied capability, digital readiness, analytical thinking, and employability across managerial, functional, project, and entrepreneurial roles.
| Semester / Track | Aligned Course(s) | Micro-Credential**/ Value-Added Course* | How It Complements the Curriculum |
|---|---|---|---|
| Semester 1 | Financial Accounting; Business Statistics and Logic; Marketing Management | Advanced Spreadsheeting with Excel | Excel for data handling, formulas, business calculations, dashboards, and reporting |
| Semester 2 | Business Economics; Organizational Behavior; Business Communication | Business Presentation and Professional Communication | Presentation design, structured communication, business writing, and workplace presentation skills |
| Semester 3 | Machine Learning for Decision Making (Alteryx); Management Accounting | Alteryx Designer for Business Analytics | Workflow automation, data preparation, predictive logic, and decision analytics |
| Semester 4 | Business Research Methodology; Operations Management | Power BI for Data Visualization | Interactive dashboards, storytelling with data, KPI reporting, and management insight generation |
| Semester 4 | Entrepreneurship and Startup Ecosystem | Design Thinking and Startup Validation | Idea validation, customer discovery, MVP thinking, and entrepreneurial problem solving |
| Semester 5 | Strategic Management; Internship / Capstone Project; Soft Skills and Negotiation Skills | Advanced Business Problem Solving and Negotiation | Consultative thinking, negotiation practice, workplace decision-making, and capstone readiness |
| Semester 5 | Logistics and Supply Chain Management | ERP and Supply Chain Process Orientation | Process mapping, procurement flow, inventory logic, and ERP-linked operational understanding |
| Semester 6 | Project Management; Major Project | Jira and Microsoft Visio for Project Execution | Project planning, workflow tracking, process mapping, and collaborative execution |
| Across Finance Track | Financial Mathematics; Corporate Finance; Financial Modeling; Wealth Management | Financial Modeling with Excel | Business valuation, scenario analysis, forecasting, and finance-oriented spreadsheet modeling |
| Across Marketing Track | Consumer Behaviour; Marketing of Services; Rural Marketing; Retail Marketing | Digital Marketing Tools and Campaign Analytics | Campaign planning, SEO/SEM basics, content analytics, and performance tracking |
| Across HR Track | Talent Acquisition; Digital HR Tools and Trends; Compensation Management | HR Analytics and Digital HR Tools | Recruitment dashboards, HR metrics, digital HR systems, and workforce analytics |
| Across IB Track | International Business; International Trade Procedures and Documentation; Global Sourcing | Global Trade Documentation and Business Etiquette | Trade documentation, cross-border processes, export-import basics, and global professional readiness |
| AI & Business Analytics Super Specialization | Business Analytics; Power BI for Storytelling; Agentic AI for Business Solutions | SAP Build Apps, Build Codes, AI Tools, Prompting, and Dashboarding for Business | AI-enabled analysis, BI storytelling, prompt design, and decision-support workflows |
| Digital Marketing Super Specialization | Introduction to Digital Marketing Ecosystem; Content Marketing; Search Engine Marketing and Optimization | Meta Ads and Google Analytics Foundations | Digital campaign execution, web analytics, audience insights, and performance measurement |
| FinTech Super Specialization | Introduction to Financial Technologies; Digital Banking and Payment System; Blockchain and Cryptocurrencies | Digital Payments and FinTech Applications | Payments ecosystem, fintech products, platform understanding, and regulatory awareness |
| Banking & Insurance Super Specialization | Fundamentals of Banking and Insurance; Retail Banking and Financial Services; Risk Management and Insurance Practices | NISM Series XV: Research Analyst, NISM Series X-A: Investment Adviser, NISM Series VII: Securities Operations and Risk Management | Banking operations, insurance process literacy, compliance basics, and customer-facing service readiness |
| Capital Markets Super Specialization | Introduction to Financial Markets; Securities Market Operations and Trading; Investment Analysis and Portfolio Management | NISM Series XII: Securities Markets Foundation, NISM Series V-A: Mutual Fund Distributors, NISM Series VIII: Equity Derivatives, NISM Series XVI: Commodity Derivatives | Market instruments, trading basics, portfolio concepts, and investor advisory foundations |
| Entrepreneurship Super Specialization | Foundations of Entrepreneurship and Startup Thinking; Startup Development; Funding and Venture Capital | Startup Pitching and Venture Readiness | Pitch deck development, investor communication, venture funding basics, and startup execution readiness |
| E-Commerce & Supply Chain Super Specialization | Introduction to E-Commerce and Digital Supply Chains; Global Supply Chain Management; Building E-Commerce Platforms | E-Commerce Operations and Marketplace Management | Online store operations, marketplace tools, order flow, fulfillment, and digital commerce execution |
| Single asterisk (*) indicates micro-credentials for which industry-recognized certification may be provided along with the BBA degree in the courses marked in bold | |||
| Double asterisks (**) indicate experiential learning or value-added workshop components embedded alongside the aligned courses to strengthen applied learning. | |||
Fee Structure
BBA 2026-29
E-Commerce & Supply Chain/Fintech/Digital Marketing/Business Analytics (SAS/SAP Extra) Entrepreneurship/Banking & Insurance/Capital Markets in collaboration with NISM International Business (Foreign Tour Charges Extra)
| Fees | I Semester | II Semester | III Semester | IV Semester | V Semester | VI Semester |
|---|---|---|---|---|---|---|
| Admission Fee | 15,000 | - | - | - | - | - |
| Tuition Fee | 1,25,000 | 1,25,000 | 1,35,000 | 1,35,000 | 1,45,000 | 1,45,000 |
| University Examinations Fees | 5,500 | 5,500 | 5,500 | 5,500 | 5,500 | 5,500 |
| Total | 1,45,500 | 1,30,500 | 1,40,500 | 1,40,500 | 1,50,500 | 1,50,500 |
| Security (Refundable) | - | - | 10,000 | - | - | - |
| Other Incidental Compulsory Charges | ||||||
| Charges for Uniform (Dress Camp) | 9,500 | - | - | - | - | - |
| Book Bank (EET Library) | 4,500 | - | - | - | - | - |
| Career Development Cell Membership | - | - | - | - | 7,500 | - |
| Alumni Registration + 1 Year Enrollment | - | - | - | - | - | 5,000 |
| Online ERP Fee | 1,000 | 1,000 | 1,000 | 1,000 | 1,000 | 1,000 |
The classes in the University may stretch till late evening and require many group projects and hence students are advised to stay in the campus hostels.
However, day boarding (Rs.25,000/ year) is compulsory for MBA, BBA, Integrated MBA, B.Tech, Integrated B.Tech, B.Com & Integrated Law programs other than the final year.
*Scholarship amount will be calculated on BBA General tuition fee for first year Rs. 1,02,500 per semester and subsequently thereafter.
Fee is subject to change. For updated fee structure kindly visit www.doonbusinessschool.com / www.dgu.ac
All under graduate degrees can be converted into the respective Hons. program through following pathways Research/Industry Attachment /Start-Up/Super Specialised Courses.
Scholarship
For Undergraduate Students for 2025-26 intake
| CATEGORY | All India | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| SCHOLARSHIPS | 10.00% | 20.00% | 30.00% | 40.00% | 50.00% | 60.00% | 70.00% | 80.00% | 90.00% |
| 12th Percentage (Any Central Board) | 80.00-84.99 | 85.00-89.99 | 90.00-92.50 | 92.60-94.99 | 95 | 96 | 97 | 98 | 99 |
| JEE Percentile | 75-79.99 | 80 - 84.99 | 85 - 89.99 | 90 - 94.99 | 95-95.99 | 96-96.99 | 97-97.99 | 98-98.99 | 99-100 |
| CUET Percentile | 88 - 89.99 | 90-91.99 | 92-93.99 | 94-94.99 | 95-95.99 | 96-96.99 | 97-99.99 | 98-98.99 | 99-100 |
Note: Best 4 Core Subjects only (SUPW, Physical Education and Non Academic Subjects will not be considered)
Satya Devi Special Scholarship for Bihar Students
(BSCC Eligible)
Get a one-time non-returnable grant of Rs.2.5 Lakh Or 25% Scholarship on tuition fees whichever is lower
For B.Sc. Agriculture/ Forestry / Agri Business
(Dr. S. K. Gupta Memorial Scholarship)
25% Scholarship on tuition fees
Scholarship for Uttarakhand Domicile
25% on Tuition Fee
Scholarship for Single Mother (All India)
10% on Tuition Fee
Scholarship for Teacher Ward (All India)
10% on Tuition Fee
Scholarship for Defence Personal Ward (All India)
10% on Tuition Fee
Note: No two scholarships can be clubbed together, if any student eligible for two scholarships may choose the higher scholarship from the respective category.
Procedure
- Students registering for scholarship should apply on the prescribed form avaliable with the institute or on website at the time of interview before confirmation of admission. Students who do not apply before confirmation of admission wlil not be eligible for merit scholarship.
- Students should submit photocopies of all mark sheets and certificates required as above for entitling the scholarship.
- Upon your official confirmation of admission with the DBSG, you wlil receive a formal scholarship offer letter / confirmation.
- The scholarship wlil be disbursed semester wise.
- In case the result of the previous semester has not been declared tlil the last date of submission of fees for the next semester, the student may provisionally submit fees equivalent to the last semester fees but in case falis to get the required marks wlil have to submit the balance fees.
- Whlie applying for a scholarship and fliling in the percentage of class XII marks, applicants are required to consider the aggregate of Best 4 core subjects in their XII boards (SUPW, Physical Education and Non Academic Subjects wlil not be considered).
- Scholarship amount will be calculated on General (basic) tuition fee for per semester and subsequently thereafter.
However the scholarship for 3rd semester onwards wlil be subject to:
In case any of the above criteria is not fulfliled the scholarship for the next semester wlil be withdrawn.
- 75% attendance to be maintained in each subject individually in the preceding semester. Please note that Third Semester Scholarship depends on First semester performance and Fourth semester Scholarship on second semester.
- 70% marks in cumulative score in all subjects.
- Students shall not be involved in any disciplinary action of misconduct where a penalty or fine is imposed by the Proctorial board.
- Students shall take a good moral character certificate from the course coordinator every year and submit the same with the Registrar.
- Students should give an undertaking of being avaliable at all time during the course for any brand ambassador activities and also in case of events/goodwlil programmes.
- There should be no discontinuation in study. In case of transfer to any other institute, the scholarship given wlil have to be refunded prior to issue of College Leaving Certificate.
- Students need to send a thank you letter to the Board of Trustees for the Generous Scholarship every semester.
Disclaimer
Eligibility Criteria
To pursue this program student must have
Other Specialization
Placements
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Global Learning & Study Abroad Pathways
International Opportunities for Global Career Readiness
DBS Global University provides students with a wide range of opportunities to gain international exposure and enrich their academic journey through global learning experiences that combine international academics, industry exposure, and cross-cultural engagement. Through a strong network of 50+ academic partnerships across 20+ countries, the University offers multiple international pathways including Global Immersion Programs, Month Mobility Programs, Semester Abroad Programs with Credit Transfer, Articulation and Transfer Programs, Dual Degree Programs, and Global Progression Pathways. In addition to these mobility opportunities, students also benefit from international guest lectures, global masterclasses, academic bootcamps, and international events, delivered in collaboration with partner universities and global industry experts.
