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BBA in Digital Marketing at Koneru Lakshmaiah Education Foundation (Deemed to be University)
Guntur, Andhra Pradesh
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About the Specialization
What is Digital Marketing at Koneru Lakshmaiah Education Foundation (Deemed to be University) Guntur?
This Digital Marketing program at Koneru Lakshmaiah Education Foundation (KLEF) focuses on equipping students with essential skills for the dynamic digital landscape. It blends core business administration principles with specialized knowledge in digital marketing strategies. India''''s burgeoning digital economy creates immense demand for professionals proficient in online advertising, social media, and data analytics, making this program highly relevant for future career growth.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the vibrant field of digital marketing and e-commerce. It also caters to working professionals looking to upskill in modern marketing techniques or career changers transitioning into the digital industry. Students with a keen interest in technology, consumer behavior, and online communication will find this specialization particularly engaging and rewarding.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths such as SEO Specialist, Social Media Manager, Content Marketer, Digital Marketing Analyst, or E-commerce Executive. Entry-level salaries typically range from INR 3-5 LPA, growing significantly with experience. The program aligns with industry-recognized certifications and prepares students for roles in rapidly expanding Indian companies and multinational corporations operating in India.
Student Success Practices
Foundation Stage
Master Business Fundamentals & Soft Skills- (Semester 1-2)
Focus on thoroughly understanding core business subjects like marketing, finance, and management while actively participating in soft skills training. Engage in case studies and group discussions to apply theoretical knowledge and enhance communication abilities.
Tools & Resources
Harvard Business Review cases, LinkedIn Learning courses, Toastmasters clubs
Career Connection
A strong foundation in business and polished communication skills are crucial for interviews and effective workplace collaboration in any sector, including digital marketing.
Build Foundational Digital Literacy- (Semester 1-2)
Beyond academic coursework, explore basic digital tools and platforms. Start a personal blog or social media page to experiment with content creation and audience engagement. Enroll in free online courses on digital marketing fundamentals.
Tools & Resources
Google Digital Garage, HubSpot Academy, Canva, WordPress/Blogger
Career Connection
Early exposure and hands-on experience in digital platforms will provide a significant advantage when starting specialization-specific modules and seeking internships.
Develop Analytical Thinking through Data- (Semester 1-2)
Pay close attention to business statistics and economics, focusing on how data drives decision-making. Practice interpreting charts, graphs, and simple datasets. Participate in quizzes or challenges that involve data analysis.
Tools & Resources
Microsoft Excel, Kaggle (for beginner datasets), introductory data analysis courses
Career Connection
Digital marketing relies heavily on data-driven insights. Developing analytical skills early will prepare students for advanced web analytics and campaign optimization.
Intermediate Stage
Engage in Practical Digital Marketing Projects- (Semester 3-5)
Actively seek out and participate in live projects or mini-internships focusing on SEO, social media, or content creation. Offer pro-bono digital marketing services to small businesses or NGOs to gain practical experience.
Tools & Resources
Freelancing platforms, Internshala, local business directories
Career Connection
Building a portfolio of real-world projects is critical for demonstrating skills to potential employers and securing desirable internships or entry-level positions.
Specialize with Certifications & Competitions- (Semester 4-5)
Pursue industry-recognized certifications directly related to digital marketing specializations, such as Google Ads, Google Analytics, or HubSpot Inbound Marketing. Participate in national-level digital marketing competitions.
Tools & Resources
Google Skillshop, HubSpot Academy, SEMrush Academy, industry competitions
Career Connection
Certifications validate skills to employers, and competition wins showcase problem-solving abilities, leading to better placement opportunities and professional recognition.
Network with Industry Professionals- (Semester 3-5)
Attend webinars, workshops, and industry conferences (online or offline) focused on digital marketing. Connect with professionals on LinkedIn, participate in industry groups, and seek mentorship opportunities.
Tools & Resources
LinkedIn, industry-specific virtual events, alumni network platforms
Career Connection
Networking opens doors to internships, job opportunities, and invaluable insights into industry trends, essential for career progression in India''''s competitive market.
Advanced Stage
Execute a Comprehensive Digital Marketing Capstone Project- (Semester 6)
Undertake a significant final year project that integrates multiple digital marketing channels (SEO, SEM, SMM, Content, Analytics) for a real or simulated client. Focus on measurable outcomes and ROI.
Tools & Resources
Integrated marketing platforms, project management software, comprehensive analytics tools (Google Analytics 4, SEMrush, Ahrefs)
Career Connection
A well-executed capstone project serves as a compelling portfolio piece, demonstrating ability to strategize, implement, and measure end-to-end digital campaigns, making students job-ready.
Master Advanced Analytics & Conversion Rate Optimization- (Semester 6)
Deep dive into advanced web analytics, data visualization, and conversion rate optimization (CRO) techniques. Learn to identify bottlenecks in user journeys and implement A/B tests to improve performance.
Tools & Resources
Google Analytics 4, Google Tag Manager, Hotjar, Optimizely, advanced Excel/SQL skills
Career Connection
Expertise in analytics and CRO is highly valued, enabling graduates to secure roles as Digital Marketing Analysts, Growth Marketers, or CRO Specialists with higher earning potential.
Develop Personal Branding & Interview Skills- (Semester 6)
Refine your resume and LinkedIn profile, highlighting projects, certifications, and skills. Practice mock interviews, including technical and behavioral questions specific to digital marketing roles.
Tools & Resources
Career services center, online resume builders, LinkedIn profile optimization guides, interview preparation platforms (e.g., Pramp, Naukri.com)
Career Connection
Strong personal branding and interview skills are paramount for converting educational achievements into successful placement outcomes and navigating the competitive job market effectively.
Program Structure and Curriculum
Eligibility:
- 10+2 or its equivalent examination with 50% marks and above (Any Group)
Duration: 3 years / 6 semesters
Credits: 144 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| HS1101 | Business Communication | Core | 3 | Communication Process, Oral and Written Communication, Non-verbal Communication, Presentation Skills, Business Correspondence |
| BA1101 | Business Accounting | Core | 4 | Accounting Principles, Journal and Ledger, Trial Balance, Final Accounts, Financial Statement Analysis |
| BA1102 | Business Economics | Core | 4 | Microeconomics, Macroeconomics, Demand and Supply, Market Structures, National Income |
| BA1103 | Principles of Management | Core | 4 | Management Concepts, Planning and Organizing, Staffing and Directing, Controlling, Decision Making |
| BA1104 | Business Statistics | Core | 4 | Data Collection, Measures of Central Tendency, Measures of Dispersion, Probability, Correlation and Regression |
| BA1105 | Legal Aspects of Business | Core | 3 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Company Law, Cyber Law |
| BA1106 | Soft Skills | Core | 2 | Interpersonal Skills, Time Management, Stress Management, Problem Solving, Leadership |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BA1201 | Marketing Management | Core | 4 | Marketing Concepts, Product Life Cycle, Pricing Strategies, Distribution Channels, Promotion Mix |
| BA1202 | Financial Management | Core | 4 | Capital Budgeting, Working Capital Management, Cost of Capital, Dividend Policy, Financial Markets |
| BA1203 | Human Resource Management | Core | 4 | HR Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation Management |
| BA1204 | Operations Research | Core | 4 | Linear Programming, Transportation Problems, Assignment Problems, Queuing Theory, Project Management |
| BA1205 | Cost and Management Accounting | Core | 4 | Cost Concepts, Cost Sheet, Marginal Costing, Budgetary Control, Variance Analysis |
| BA1206 | Entrepreneurship Development | Core | 3 | Entrepreneurship Concepts, Business Plan, Small Scale Industries, Funding Sources, Innovation |
| BA1207 | Environmental Studies | Core | 1 | Ecosystems, Biodiversity, Environmental Pollution, Natural Resources, Sustainable Development |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BA2101 | Organisational Behavior | Core | 4 | Individual Behavior, Group Dynamics, Motivation, Leadership Theories, Organizational Culture |
| BA2102 | Research Methodology | Core | 4 | Research Design, Data Collection Methods, Sampling Techniques, Data Analysis, Report Writing |
| BA2103 | Production & Operations Management | Core | 4 | Production Systems, Inventory Management, Quality Management, Location and Layout, Supply Chain Management Introduction |
| BA2104 | Business Analytics | Core | 4 | Data Mining, Predictive Modeling, Business Intelligence, Data Visualization, Statistical Software Applications |
| BA2105 | Management Information Systems | Core | 4 | IS Concepts, Databases, Decision Support Systems, E-commerce, IT Security |
| BA2106 | Indian Economy | Core | 3 | Economic Reforms, Agriculture Sector, Industrial Sector, Service Sector, Poverty and Unemployment |
| BA2107 | Quantitative Techniques for Managers | Core | 1 | Linear Equations, Matrix Algebra, Calculus for Business, Optimization Techniques, Decision Theory |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BA2201 | Corporate Governance and Business Ethics | Core | 4 | Ethical Theories, Corporate Social Responsibility, Stakeholder Management, Whistleblowing, Ethical Dilemmas |
| BA2202 | International Business | Core | 4 | Globalization, International Trade Theories, Foreign Exchange, International Marketing, Global Strategic Alliances |
| BA2203 | Project Management | Core | 4 | Project Life Cycle, Project Planning, Scheduling and Budgeting, Risk Management, Project Monitoring and Control |
| BA2204 | Services Marketing | Core | 4 | Nature of Services, Service Quality, Service Design and Development, Pricing Services, Promotion of Services |
| DM2201 | Digital Marketing Fundamentals | Professional Elective I (Digital Marketing) | 3 | Digital Marketing Landscape, SEO Basics, SEM Overview, Social Media Marketing Introduction, Email Marketing Principles, Content Marketing Foundation |
| DM2202 | Search Engine Optimization (SEO) | Professional Elective II (Digital Marketing) | 3 | Keyword Research, On-Page SEO, Off-Page SEO, Technical SEO, Local SEO, SEO Auditing |
| DM22L1 | Digital Marketing Lab I | Professional Elective Lab I (Digital Marketing) | 2 | SEO Tools Usage, Keyword Analysis Practice, Content Optimization Exercise, Backlink Strategy Simulation, Website Audit Tools |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BA3101 | Strategic Management | Core | 4 | Strategic Analysis, Strategy Formulation, Strategy Implementation, Strategic Control, Competitive Advantage |
| BA3102 | Supply Chain Management | Core | 4 | SCM Concepts, Logistics Management, Inventory Optimization, Sourcing and Procurement, Supply Chain Risk Management |
| DM3101 | Social Media Marketing | Professional Elective III (Digital Marketing) | 3 | Social Media Platforms, Content Strategy for Social Media, Community Management, Influencer Marketing, Social Media Analytics, Paid Social Campaigns |
| DM3102 | Search Engine Marketing (SEM) | Professional Elective IV (Digital Marketing) | 3 | Google Ads Structure, Keyword Bidding Strategies, Ad Copywriting, Landing Page Optimization, Remarketing Campaigns, Campaign Performance Analysis |
| DM3103 | Content Marketing | Professional Elective V (Digital Marketing) | 3 | Content Strategy Development, Content Creation Formats, Content Distribution Channels, Storytelling in Marketing, Content Calendar Management, Performance Measurement |
| DM31L1 | Digital Marketing Lab II | Professional Elective Lab II (Digital Marketing) | 2 | Social Media Campaign Setup, Google Ads Campaign Creation, Content Calendar Development, Email Marketing Automation Setup, Analytics Dashboard Setup |
| BA31P1 | Project/Internship I | Project/Internship | 5 | Problem Identification, Literature Review, Methodology Design, Data Collection and Analysis, Report Writing and Presentation |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BA3201 | E-Commerce & Digital Business | Core | 4 | E-commerce Models, Online Payment Systems, Cyber Security in E-commerce, Mobile Commerce, Digital Transformation Strategies |
| DM3201 | Web Analytics & CRO | Core Specialization I (Digital Marketing) | 4 | Google Analytics Setup and Configuration, Data Interpretation and Reporting, Conversion Funnel Analysis, A/B Testing Methodologies, User Experience Optimization, Attribution Models |
| DM3202 | Email Marketing Automation | Core Specialization II (Digital Marketing) | 4 | Email List Building Strategies, Campaign Segmentation, Email Content Creation, Automation Workflows and Sequences, Deliverability Best Practices, Performance Metrics and Optimization |
| DM3203 | Mobile Marketing & Apps | Core Specialization III (Digital Marketing) | 4 | Mobile Marketing Strategies, App Store Optimization (ASO), Mobile Advertising Formats, SMS Marketing Campaigns, Location-based Marketing, Mobile Analytics |
| DM3204 | Video Marketing | Core Specialization IV (Digital Marketing) | 4 | Video Content Strategy, Video Production Basics, YouTube Marketing, Live Streaming, Video Advertising Platforms, Performance Tracking |
| BA32P1 | Project/Internship II | Project/Internship | 4 | Advanced Project Planning, Specialized Domain Research, Data Modeling and Simulation, Implementation and Testing, Final Report and Viva Voce |
