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BBA in Digital Marketing at SRM Institute of Science and Technology
Chengalpattu, Tamil Nadu
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About the Specialization
What is Digital Marketing at SRM Institute of Science and Technology Chengalpattu?
This Digital Marketing specialization within the BBA program at SRM Institute of Science and Technology focuses on equipping students with essential skills for the rapidly evolving digital landscape. The program integrates core business administration principles with specialized knowledge in online marketing strategies, reflecting the significant growth of digital channels in the Indian market. It is designed to create agile professionals capable of navigating the dynamic demands of contemporary marketing, with a strong emphasis on practical application and industry relevance.
Who Should Apply?
This program is ideal for fresh graduates from any stream who possess a keen interest in marketing and technology, aspiring to build a career in the digital space. It also suits working professionals seeking to upskill in digital marketing, leveraging their existing business acumen. Career changers looking to transition into a high-demand industry will find the comprehensive curriculum beneficial, especially those with a foundational understanding of business operations.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding career paths as Digital Marketing Managers, SEO Specialists, Social Media Managers, Content Strategists, or Marketing Analysts in India''''s booming digital economy. Entry-level salaries typically range from INR 3-5 LPA, with experienced professionals earning upwards of INR 8-15 LPA, depending on skill set and company. The program aligns with industry-recognized certifications like Google Ads and HubSpot, enhancing professional credibility and growth trajectories in Indian companies.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus on excelling in core BBA subjects like Principles of Management, Business Economics, and Accounting for Business. A solid understanding of these foundational concepts is crucial for making informed digital marketing strategies. Participate in business quizzes and case study competitions to apply theoretical knowledge.
Tools & Resources
Textbooks, academic journals, online business news platforms like Economic Times, Business Standard
Career Connection
A strong grasp of business fundamentals allows future digital marketers to understand organizational goals, budget constraints, and market dynamics, making them more effective strategists.
Develop Foundational Digital Literacy & Soft Skills- (Semester 1-2)
Actively engage with the ''''Language Skill'''' and ''''Soft Skill'''' courses. Beyond academics, learn basic digital tools like Microsoft Office Suite and presentation software. Start exploring basic concepts of online presence, personal branding, and ethical online conduct. Join student clubs related to communication or public speaking.
Tools & Resources
LinkedIn Learning, Coursera, Toastmasters International chapters, university''''s career services workshops
Career Connection
Effective communication and digital literacy are non-negotiable for digital marketing roles, enabling clear campaign messaging and professional interactions.
Initiate Self-Learning in Digital Marketing Basics- (Semester 1-2)
Even before formal digital marketing courses begin, take initiative to understand the landscape. Follow industry blogs, news portals, and free online courses. Create a personal blog or social media page to experiment with content creation and audience engagement.
Tools & Resources
HubSpot Academy (free certifications), Google Digital Garage, Moz Blog, Social Media Examiner
Career Connection
Early self-learning demonstrates passion and initiative, giving students a head start and a practical understanding of digital marketing tools and trends.
Intermediate Stage
Master Digital Marketing Electives & Analytics- (Semester 3-5)
Dive deep into the Digital Marketing Generic Elective and chosen DSE-I courses (e.g., Digital Marketing Analytics, SEO/SEM, Social Media Marketing, Content Marketing). Work on live projects or simulations within these courses. Obtain Google Analytics and Google Ads certifications to validate skills.
Tools & Resources
Google Analytics, Google Ads, SEMrush, Ahrefs (free trials), university''''s lab facilities
Career Connection
Proficiency in these specialized areas directly prepares students for specific roles like SEO Analyst or Social Media Strategist, making them job-ready with verifiable skills.
Undertake Relevant Internships & Live Projects- (Semester 3-5)
Seek internships with digital marketing agencies, e-commerce companies, or marketing departments of businesses during breaks. Actively participate in the ''''Internship'''' course. Volunteer for campus digital promotion activities or local small business digital initiatives to gain hands-on experience.
Tools & Resources
Internshala, LinkedIn, college placement cell, local business directories
Career Connection
Internships provide crucial industry exposure, networking opportunities, and a practical portfolio, which are highly valued by recruiters in India.
Build a Digital Portfolio & Personal Brand- (Semester 3-5)
Create a professional online portfolio showcasing projects, certifications, and internship experiences. Develop a strong personal brand on LinkedIn by regularly sharing insights, engaging with industry leaders, and participating in relevant discussions. Start networking with alumni and industry professionals.
Tools & Resources
LinkedIn, Behance, personal website/blog, professional networking events
Career Connection
A robust digital portfolio and strong personal brand significantly enhance visibility and employability, attracting potential employers directly.
Advanced Stage
Specialize through Advanced Certifications & Mentorship- (Semester 6)
Beyond course curriculum, pursue advanced certifications in specific digital marketing niches like Advanced SEO, Programmatic Advertising, or Marketing Automation. Seek mentorship from industry experts to gain deeper insights and career guidance. Attend industry conferences and workshops.
Tools & Resources
HubSpot Academy (Advanced), Digital Marketing Institute, relevant MOOC platforms, industry meetups
Career Connection
Advanced specialization and mentorship differentiate candidates, opening doors to senior roles and leadership positions in specialized digital marketing domains.
Execute a Comprehensive Digital Marketing Project- (Semester 6)
Utilize the ''''Project Work'''' in Semester 6 to undertake a capstone project focused entirely on digital marketing. This could involve developing a complete digital marketing strategy for a startup, running an extensive ad campaign, or conducting in-depth market research on digital trends.
Tools & Resources
Comprehensive use of all digital marketing tools learned, project management software, data analysis tools
Career Connection
A well-executed, impactful final project acts as a powerful testament to a student''''s capabilities and practical skills, often being a deciding factor in placements.
Prepare Rigorously for Placements & Interviews- (Semester 6)
Engage actively with the career services cell for mock interviews, resume building workshops, and placement talks. Focus on articulating digital marketing project experiences, technical skills, and understanding market trends during interviews. Practice aptitude tests and group discussions.
Tools & Resources
SRMIST placement cell, online interview preparation platforms (e.g., GeeksforGeeks, InterviewBit), industry interview guides
Career Connection
Thorough preparation ensures students can confidently articulate their skills and experiences, maximizing their chances of securing desirable placements in top companies.
Program Structure and Curriculum
Eligibility:
- A pass in 10+2 / PUC / HSC or equivalent examination with minimum 50% aggregate
Duration: 3 years / 6 semesters
Credits: Minimum 140 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| UBA21GE101 | Business Ethics & Values | Generic Elective | 3 | Introduction to Ethics and Values, Business Ethics and CSR, Corporate Governance, Ethical Dilemmas in Business, Professional Ethics |
| UBA21CC101 | Principles of Management | Core Course | 4 | Introduction to Management, Planning and Decision Making, Organizing and Staffing, Directing and Controlling, Emerging Trends in Management |
| UBA21CC102 | Business Economics | Core Course | 4 | Introduction to Business Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures, Macroeconomic Environment |
| UBA21CC103 | Accounting for Business | Core Course | 4 | Introduction to Accounting, Recording Business Transactions, Preparation of Financial Statements, Financial Statement Analysis, Cash Flow Statement |
| UBA21AC101 | Language Skill | Ability Enhancement Compulsory Course | 2 | Grammar and Vocabulary, Reading Comprehension, Writing Skills, Basic Communication, Formal and Informal Communication |
| UBA21VS101 | Value Added Course | Value Added Course | 2 | Personal Development, Life Skills, Self-Management, Problem-Solving, Career Planning |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| UBA21GE201 | Organizational Behavior | Generic Elective | 3 | Introduction to Organizational Behavior, Individual Behavior, Group Dynamics and Teamwork, Leadership and Motivation, Organizational Culture and Change |
| UBA21CC201 | Marketing Management | Core Course | 4 | Fundamentals of Marketing, Marketing Environment and Research, Consumer Behavior, Product and Pricing Decisions, Promotion and Distribution |
| UBA21CC202 | Human Resource Management | Core Course | 4 | Introduction to HRM, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Management and Compensation |
| UBA21CC203 | Business Statistics | Core Course | 4 | Introduction to Statistics, Measures of Central Tendency and Dispersion, Probability and Probability Distributions, Sampling and Hypothesis Testing, Correlation and Regression Analysis |
| UBA21AC201 | Soft Skill | Ability Enhancement Compulsory Course | 2 | Interpersonal Communication, Presentation Skills, Time Management, Emotional Intelligence, Professional Etiquette |
| UBA21CS201 | Community Service | Value Added Course | 2 | Social Responsibility, Community Engagement, Volunteerism, Sustainable Development Goals, Impact Assessment |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| UBA21SEC301 | Entrepreneurship Development | Skill Enhancement Course | 2 | Introduction to Entrepreneurship, Business Idea Generation, Business Plan Formulation, Startup Ecosystem and Funding, Innovation and Creativity |
| UBA21CC301 | Production and Operations Management | Core Course | 4 | Introduction to Operations Management, Product and Process Design, Capacity and Facility Planning, Inventory Management, Quality Management and Lean Operations |
| UBA21CC302 | Financial Management | Core Course | 4 | Introduction to Financial Management, Capital Budgeting Decisions, Cost of Capital and Leverages, Working Capital Management, Dividend Decisions |
| UBA21CC303 | Business Law | Core Course | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Consumer Protection Act, Company Law |
| UBA21GE302 | Digital Marketing | Generic Elective (Digital Marketing Specialization Option) | 3 | Introduction to Digital Marketing, Website Planning and Creation, Search Engine Optimization (SEO), Social Media Marketing, Content and Email Marketing |
| UBA21INT301 | Internship | Internship | 1 | Industry Exposure, Practical Skill Application, Workplace Ethics, Project Reporting, Professional Networking |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| UBA21SEC401 | Project Management | Skill Enhancement Course | 2 | Introduction to Project Management, Project Planning and Scheduling, Resource Allocation and Costing, Project Risk Management, Project Monitoring and Control |
| UBA21CC401 | Research Methodology | Core Course | 4 | Introduction to Research, Research Design, Data Collection Methods, Sampling and Hypothesis Testing, Report Writing and Presentation |
| UBA21CC402 | Banking and Financial Services | Core Course | 4 | Introduction to Banking, Commercial Banks and RBI, Financial Markets and Instruments, Insurance Services, Digital Banking |
| UBA21CC403 | International Business | Core Course | 4 | Introduction to International Business, Theories of International Trade, Foreign Exchange Markets, International Financial Institutions, Global Business Environment |
| UBA21DE101 | Marketing Management | Discipline Specific Elective – I (Digital Marketing Specialization, one of 5 options) | 4 | Marketing Environment, Consumer and Business Markets, Segmentation, Targeting, Positioning, Product Life Cycle and Branding, Marketing Mix Strategies |
| UBA21DE102 | Digital Marketing Analytics | Discipline Specific Elective – I (Digital Marketing Specialization, one of 5 options) | 4 | Introduction to Digital Analytics, Web Analytics Tools (Google Analytics), Social Media Metrics and Analysis, Campaign Performance Tracking, Data Visualization and Reporting |
| UBA21DE103 | Social Media Marketing | Discipline Specific Elective – I (Digital Marketing Specialization, one of 5 options) | 4 | Introduction to Social Media Marketing, Major Social Media Platforms, Content Strategy for Social Media, Social Media Advertising, Influencer Marketing |
| UBA21DE104 | Search Engine Optimization (SEO) and Search Engine Marketing (SEM) | Discipline Specific Elective – I (Digital Marketing Specialization, one of 5 options) | 4 | Fundamentals of SEO, On-Page and Off-Page SEO, Keyword Research and Analysis, Introduction to SEM and PPC, Google Ads Campaign Management |
| UBA21DE105 | Content Marketing | Discipline Specific Elective – I (Digital Marketing Specialization, one of 5 options) | 4 | Content Marketing Strategy, Content Creation and Curation, Content Distribution Channels, Storytelling and Engagement, Video Marketing and Podcasting |
| UBA21GE402 | Generic Elective | Generic Elective | 3 | Varies based on student choice from a general pool of electives |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| UBA21SEC501 | Cyber Law | Skill Enhancement Course | 2 | Introduction to Cyber Law, Information Technology Act, Cybercrimes and Penalties, Data Protection and Privacy, Intellectual Property Rights in Digital Age |
| UBA21CC501 | Management Information System | Core Course | 4 | Introduction to MIS, Information Systems for Decision Making, Database Management, E-commerce and ERP, Emerging Technologies (AI, Cloud Computing) |
| UBA21CC502 | Services Marketing | Core Course | 4 | Introduction to Services Marketing, Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Delivery, Managing Service Encounters |
| UBA21P501 | Project | Project | 3 | Project Identification and Formulation, Literature Review, Methodology Design, Data Analysis and Interpretation, Report Writing and Presentation |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| UBA21SEC601 | Retail Management | Skill Enhancement Course | 2 | Introduction to Retailing, Retail Formats and Environment, Merchandising and Store Operations, Retail Supply Chain Management, E-tailing and Omni-channel Retail |
| UBA21CC601 | Total Quality Management | Core Course | 4 | Introduction to TQM, Quality Gurus and Philosophies, TQM Tools and Techniques, Quality System Standards (ISO), Customer Focus and Continuous Improvement |
| UBA21CC602 | Strategic Management | Core Course | 4 | Introduction to Strategic Management, Strategic Analysis and Formulation, Corporate and Business Level Strategies, Strategy Implementation, Strategic Control and Evaluation |
| UBA21PR601 | Project Work | Project | 6 | Comprehensive Project Planning, In-depth Research and Analysis, Problem-Solving and Decision Making, Final Thesis Preparation, Viva Voce |
