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B-B-A in Digital Marketing at Kalinga University
Raipur, Chhattisgarh
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About the Specialization
What is Digital Marketing at Kalinga University Raipur?
This Digital Marketing program at Kalinga University focuses on equipping students with essential skills for the rapidly evolving digital landscape. It integrates core business administration principles with specialized knowledge in online marketing, addressing the growing demand for digital expertise in the Indian industry. The program differentiates itself by offering a blend of theoretical understanding and practical application of digital tools and strategies.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the dynamic digital marketing field, aspiring entrepreneurs looking to launch and grow online ventures, and working professionals aiming to upskill for career advancement. Students with a keen interest in technology, consumer behavior, and creative problem-solving will find this specialization particularly rewarding.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India as Digital Marketing Specialists, SEO Analysts, Social Media Managers, Content Strategists, and E-commerce Managers. Entry-level salaries typically range from INR 3-5 LPA, with experienced professionals earning significantly more. The program aligns with industry certifications, enhancing growth trajectories in Indian and multinational companies.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (undefined)
Focus intensely on core BBA subjects like Marketing Management, Business Economics, and Financial Accounting in semesters 1-2. A robust understanding of these foundational principles is crucial for comprehending how digital strategies integrate into overall business objectives.
Tools & Resources
Textbooks, case studies, Kalinga University''''s library resources, Online platforms like Coursera for foundational business courses
Career Connection
A strong base in business fundamentals will make you a more well-rounded digital marketer, capable of understanding client business needs beyond just technical execution, improving your value to employers.
Develop Essential Communication & IT Skills- (undefined)
Actively participate in English Communication and Computer Fundamentals courses. Practice writing clear, concise business reports and presentations. Master basic software like MS Office and explore introductory digital tools. Join university clubs focused on communication or tech for practical experience.
Tools & Resources
Kalinga University''''s language labs, MS Office suite, Basic online tutorials for digital tools like Google Workspace
Career Connection
Effective communication and tech proficiency are non-negotiable for digital marketing roles, enabling you to articulate strategies and manage digital assets efficiently, boosting your employability.
Engage in Peer Learning and Group Projects- (undefined)
Form study groups and actively collaborate on assignments and projects. This enhances understanding of diverse perspectives on business problems and improves teamwork, a critical skill in the corporate world. Seek feedback from peers and faculty regularly.
Tools & Resources
University common rooms, online collaboration tools like Google Docs, Peer-to-peer tutoring initiatives
Career Connection
Collaboration skills are vital in agency and corporate settings. Excelling in group projects demonstrates your ability to work in teams, which is highly valued during placements and in future job roles.
Intermediate Stage
Master Digital Marketing Electives and Tools- (undefined)
Dive deep into the ''''Digital Marketing'''' DSE in Semester 5. Supplement classroom learning with hands-on practice using actual digital marketing platforms and tools. Obtain certifications in key areas like Google Ads and Analytics.
Tools & Resources
Google Ads Academy, Google Analytics Academy, HubSpot Academy, Kalinga University''''s computer labs
Career Connection
Certifications and practical expertise in widely used digital tools are direct pathways to specialized roles like SEO/SEM Analyst or Social Media Manager, significantly increasing placement opportunities.
Seek Industry Internships and Live Projects- (undefined)
Proactively seek internships during summer breaks with digital agencies, startups, or company marketing departments. This provides invaluable real-world experience, helps build a professional network, and translates theoretical knowledge into practical skills.
Tools & Resources
University career services, LinkedIn, Internshala, Naukri.com
Career Connection
Internships are often a direct route to pre-placement offers. They showcase your practical capabilities to potential employers and allow you to build a portfolio of work, crucial for digital marketing roles.
Participate in Marketing Competitions and Workshops- (undefined)
Join and actively participate in university-level or national marketing and digital strategy competitions. Attend workshops and seminars on emerging digital trends. This sharpens your problem-solving skills, exposes you to industry best practices, and builds your profile.
Tools & Resources
Kalinga University''''s Commerce & Management club activities, Industry events and webinars, Online competition platforms
Career Connection
Winning or participating in competitions demonstrates initiative, critical thinking, and application of skills under pressure, making you a standout candidate for recruiters in the competitive Indian job market.
Advanced Stage
Specialize and Build a Digital Portfolio- (undefined)
In Semester 6, deepen your expertise with ''''Advanced Digital Marketing''''. Focus on a niche within digital marketing (e.g., content, SEO, social media, analytics). Create a personal website or blog to showcase your projects, case studies, and certifications. This portfolio is your resume for digital roles.
Tools & Resources
WordPress, Wix for portfolio building, Behance, Dribbble for design elements, GitHub for technical projects
Career Connection
A strong, specialized digital portfolio is paramount for securing desired roles, especially in the Indian startup and agency ecosystem, validating your practical skills and creative abilities.
Network and Engage with Industry Professionals- (undefined)
Actively network with alumni, guest lecturers, and industry experts through LinkedIn, university events, and professional conferences. Seek mentorship and stay updated on industry trends. Professional connections can open doors to placements and career guidance.
Tools & Resources
LinkedIn, Industry conferences (e.g., India Digital Marketing Show), Alumni network events
Career Connection
Networking is crucial for uncovering hidden job opportunities, gaining insights into industry expectations, and receiving valuable career advice that can significantly impact your placement success.
Prepare for Placements with Mock Interviews and Aptitude Tests- (undefined)
Utilize Kalinga University''''s placement cell services for resume building, mock interviews, and group discussion practice. Regularly solve aptitude questions and logical reasoning puzzles, common in Indian company recruitment processes. Develop strong presentation skills for final interviews.
Tools & Resources
Kalinga University Placement Cell, Online aptitude platforms (e.g., IndiaBix), Interview prep books
Career Connection
Thorough preparation for all stages of campus placements maximizes your chances of securing a desirable job offer immediately after graduation, leading to a smooth transition into your professional career.
Program Structure and Curriculum
Eligibility:
- Minimum 45% marks in 10+2 or equivalent examination from a recognized Board/University (40% for SC/ST/OBC candidates).
Duration: 3 years (6 semesters)
Credits: 144 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA-101 | Principles of Management | Core | 4 | Management Concepts, Planning, Organizing, Staffing, Directing, Controlling |
| BBA-102 | Business Economics | Core | 4 | Demand and Supply, Production and Cost, Market Structures, Pricing Policies, Macroeconomic Concepts |
| BBA-103 | Business Statistics | Core | 4 | Data Collection and Presentation, Measures of Central Tendency, Measures of Dispersion, Probability, Correlation and Regression |
| BBA-104 | Financial Accounting | Core | 4 | Accounting Principles, Journal and Ledger, Trial Balance, Final Accounts, Depreciation Methods |
| BBA-105 | English Communication | General Elective | 4 | Business Communication, Writing Skills, Oral Communication, Grammar and Vocabulary, Reading Comprehension |
| BBA-106 | Computer Fundamentals | General Elective | 4 | Introduction to Computers, Hardware and Software, Operating Systems, MS Office Suite, Internet and Web Browsers |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA-201 | Organizational Behaviour | Core | 4 | OB Foundations, Personality and Perception, Motivation Theories, Group Dynamics, Leadership Styles |
| BBA-202 | Marketing Management | Core | 4 | Marketing Concepts, Marketing Mix (4 Ps), Consumer Behavior, Market Segmentation, Product and Brand Management |
| BBA-203 | Human Resource Management | Core | 4 | HR Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation Management |
| BBA-204 | Business Mathematics | Core | 4 | Matrices and Determinants, Calculus (Differentiation, Integration), Financial Mathematics, Linear Programming, Set Theory |
| BBA-205 | Environmental Studies | General Elective | 4 | Ecosystems, Biodiversity Conservation, Environmental Pollution, Natural Resources Management, Sustainable Development |
| BBA-206 | Business Ethics and Corporate Governance | General Elective | 4 | Ethical Frameworks, CSR Initiatives, Corporate Governance Principles, Stakeholder Management, Ethical Decision Making |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA-301 | Business Law | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Company Law, Consumer Protection Act |
| BBA-302 | Production and Operations Management | Core | 4 | Operations Strategy, Capacity Planning, Inventory Management, Quality Management, Supply Chain Management |
| BBA-303 | Indian Financial System | Core | 4 | Financial Markets, Financial Institutions, Money Market, Capital Market, Role of SEBI and RBI |
| BBA-304 | Cost Accounting | Core | 4 | Cost Concepts and Classification, Cost Sheet Preparation, Marginal Costing, Standard Costing, Budgetary Control |
| BBA-305 | Personality Development and Communication Skills | Skill Enhancement Course | 4 | Self-Awareness, Interpersonal Skills, Time Management, Public Speaking, Group Discussion Techniques |
| BBA-306 | E-Commerce | General Elective | 4 | E-Commerce Models, Online Payment Systems, E-Security, M-Commerce, E-Marketing Basics |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA-401 | Research Methodology | Core | 4 | Research Design, Data Collection Methods, Sampling Techniques, Hypothesis Testing, Report Writing |
| BBA-402 | International Business | Core | 4 | Globalization, Theories of International Trade, WTO and Trade Agreements, Foreign Exchange Market, International Marketing Strategies |
| BBA-403 | Entrepreneurship Development | Core | 4 | Entrepreneurial Process, Business Plan Development, Startup Ecosystem in India, Sources of Funding, Innovation and Creativity |
| BBA-404 | Management Information System | Core | 4 | MIS Concepts, Database Management Systems, Decision Support Systems, E-Business Applications, IT Strategy |
| BBA-405 | Professional Ethics and Social Responsibility | Skill Enhancement Course | 4 | Ethical Dilemmas in Business, Corporate Governance Models, Sustainability Practices, Human Rights in Business, Environmental Ethics |
| BBA-406 | Consumer Behaviour | General Elective | 4 | Consumer Decision Process, Cultural Influences, Social and Group Factors, Psychological Factors, Post-Purchase Behavior |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA-501 | Management Accounting | Core | 4 | Fund Flow Statement, Cash Flow Statement, Ratio Analysis, Variance Analysis, Budgeting Techniques |
| BBA-502 | Project Management | Core | 4 | Project Lifecycle, Project Planning and Scheduling, Risk Management, Resource Allocation, Project Control |
| BBA-503 | Digital Marketing | Discipline Specific Elective | 4 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Email Marketing, Content Marketing |
| BBA-504 | Retail Management | Discipline Specific Elective | 4 | Retail Formats and Theories, Retail Operations, Merchandising and Pricing, Supply Chain in Retail, Customer Relationship Management in Retail |
| BBA-505 | Business Analytics | General Elective | 4 | Introduction to Data Analytics, Statistical Tools for Business, Predictive Modeling, Data Visualization, Big Data Concepts |
| BBA-506 | Project/Dissertation | Project | 4 | Research Problem Identification, Literature Review, Data Collection and Analysis, Report Writing, Presentation Skills |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA-601 | Strategic Management | Core | 4 | Strategy Formulation, Strategy Implementation, Strategy Evaluation, Corporate Level Strategy, Business Level Strategy |
| BBA-602 | Entrepreneurial Management | Core | 4 | Entrepreneurial Ventures, Small Business Management, Family Business Dynamics, Growth Strategies, Exit Strategies |
| BBA-603 | Advanced Digital Marketing | Discipline Specific Elective | 4 | Marketing Automation, Digital Analytics, Mobile Marketing, Video Marketing, E-commerce SEO and CRO, Paid Advertising Strategies |
| BBA-604 | Rural Marketing | Discipline Specific Elective | 4 | Rural Consumer Behavior, Product Strategies for Rural Markets, Distribution Channels in Rural India, Promotion in Rural Areas, Challenges in Rural Marketing |
| BBA-605 | Financial Management | General Elective | 4 | Capital Budgeting Decisions, Working Capital Management, Cost of Capital, Dividend Policy, Financial Forecasting |
| BBA-606 | Internship | Project | 4 | Industry Exposure, Practical Application of Business Concepts, Workplace Professionalism, Report Preparation, Presentation of Findings |
