About the Curriculum
The BBA in Digital Marketing and Communications curriculum is structured across three years and twelve quarters, totaling 120 credits. It is codesigned with industry and aligned to APSCHE statutory guidelines for undergraduate programs.
Year 1 (Quarters 1 to 4) is fully on campus. Quarters 1 and 2 are shared across both specialisations and cover the foundations every marketer, brand builder and creative needs. From Quarter 3, students specialise in either Digital Marketing & Brand Management or Design & Production, with a minor in the opposite track.
Year 2 (Quarters 5 to 8) is spent fully in industry, with students on internship at their Industry Partner. Set of 4 online common courses runs alongside the Internship.
Year 3 (Quarters 9 to 12) brings students back to campus for one quarter for specialisation in their major and minor, followed by a credited Project based on their Internship work.
The full quarter-wise course schedule is set out below
Foundation and Specialisation - On Campus
Quarters 1 and 2 build foundations shared across both specialisations. From Quarter 3, students take their chosen track's specialisation cores and minor courses from the opposite track.
Quarter 1 -Foundation
| Course | Category | Credits |
|---|---|---|
| Fundamentals of Marketing, Sales and Advertising | Major | 4 |
| Fundamentals of Consumer Research | Major | 4 |
| Marketing Mix | Major | 3 |
| Social Media Marketing | Major | 3 |
| Communication Skills 1 | Skill Course | 2 |
| Learn to Learn | Skill Course | 2 |
| IT Workshop | Multidisciplinary | 2 |
Quarter 2 -Foundation
| Course | Category | Credits |
|---|---|---|
| Fundamentals of Digital Marketing | Major | 4 |
| Formats and Crafts of Communication | Major | 4 |
| Markets and Categories | Major | 4 |
| Communication Skills 2 | Skill Course | 2 |
| Prompt Engineering | Skill Course | 2 |
| E&E Workshop | Skill Course | 2 |
| Indian Knowledge System | IKS | 2 |
Quarter 3 -Digital Marketing & Brand Management (Specialisation)
| Course | Category | Credits |
|---|---|---|
| Brand Management | Major | 4 |
| Integrated Digital Strategy | Major | 4 |
| Marketing Management & Go-to-Market Strategy | Major | 4 |
| Consumer Research and Insights | Major | 4 |
| Design for Communications | Minor | 4 |
| Financial Literacy | Skill Course | 2 |
Quarter 3 -Design & Production (Specialisation)
| Course | Category | Credits |
|---|---|---|
| VisCom and Design Principles | Major | 4 |
| Design for Communications | Major | 4 |
| Typography and Visual Hierarchy | Major | 4 |
| UI/UX Design Fundamentals | Major | 4 |
| Brand Management | Minor | 4 |
| Financial Literacy | Skill Course | 2 |
Quarter 4
| Course | Category | Credits |
|---|---|---|
| AI for Digital Marketing | Major | 4 |
| Brand Strategy & Architecture | Major | 4 |
| SEO, SEM and Performance Marketing | Major | 4 |
| Visual Communication and Design Principles | Minor | 4 |
| UI/UX Design Fundamentals | Minor | 4 |
| Fundamentals of Economics | Multidisciplinary | 2 |
Quarter 4
| Course | Category | Credits |
|---|---|---|
| Consumer Insights for Designers | Major | 4 |
| Motion Graphics | Major | 4 |
| AI-Assisted Creative Production | Major | 4 |
| AI for Digital Marketing | Minor | 4 |
| Consumer Research and Insights | Minor | 4 |
| Fundamentals of Economics | Multidisciplinary | 2 |
Industry Placement
Students spend the entire second year with the Industry Partner (Advertising Agency or Brand Team or Production House or Digital Marketing company) -on full-time basis from Quarter 5 to 8. A set of 4 courses are taught online during the Internship period.
Quarters 5-8 -Internship with Industry Partner
| Course | Category | Credits |
|---|---|---|
| Internship | Work | - |
| Human Values and Ethics (Q6, online) | Value Added | 2 |
| Design Thinking (Q7, online) | Skill Course | 1 |
| Project and Time Management (Q7, online) | Skill Course | 1 |
Specialisation, Internship and Project
Students return to campus for Quarter 9, taking the specialisation cores of their major along with a major elective and a minor elective. Quarters 10 to 12 are a credited Internship and Project with Industry Partner.
Quarter 9 - Digital Marketing & Brand Management
| Course | Category | Credits |
|---|---|---|
| Customer & Marketing Analytics | Major | 4 |
| Account Planning & Strategic Briefing | Major | 4 |
| Integrated Marketing Communications | Major | 4 |
| Major Course Elective (choose 1) | Major Elective | 4 |
| Minor Course Elective (choose 1 from D&P pool) | Minor | 4 |
Quarter 9 - Design & Production
| Course | Category | Credits |
|---|---|---|
| Video Production & Brand Storytelling | Major | 4 |
| Design Research & Strategy | Major | 4 |
| Service & Experience Design | Major | 4 |
| Major Course Elective (choose 1) | Major Elective | 4 |
| Minor Course Elective (choose 1 from DM&BM pool) | Minor | 4 |
Quarters 10 to 12 -Internship and Project Work
| Course | Category | Credits |
|---|---|---|
| Internship and Project Work | Internship + Project | 12 |