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BBA in Digital Marketing at University of Petroleum and Energy Studies
Dehradun, Uttarakhand
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About the Specialization
What is Digital Marketing at University of Petroleum and Energy Studies Dehradun?
This Digital Marketing program at University of Petroleum and Energy Studies focuses on equipping students with essential skills for the dynamic digital landscape. It integrates core business management principles with advanced digital marketing techniques, emphasizing practical applications relevant to the rapidly growing Indian market. The curriculum is designed to foster strategic thinking and hands-on expertise in various digital channels.
Who Should Apply?
This program is ideal for fresh graduates from any stream seeking entry into the thriving digital marketing industry in India. It also benefits young professionals looking to upskill in specialized areas like SEO, SEM, or social media. Career changers aiming to transition into a digital-first role will find the comprehensive curriculum suitable, especially those with an interest in technology and consumer psychology.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths, including Digital Marketing Manager, SEO Specialist, Social Media Strategist, Content Marketing Lead, or E-commerce Manager. Entry-level salaries typically range from INR 3-6 LPA, growing significantly with experience. The program aligns with industry certifications, enhancing employability in Indian companies and global MNCs operating within the country.
Student Success Practices
Foundation Stage
Build a Strong Digital Marketing Foundation- (Semester 1-2)
Actively participate in Introduction to Digital Marketing and associated lab sessions. Focus on understanding core concepts like SEO, SEM, and social media basics. Consistently practice using introductory digital tools. This solid groundwork is crucial for grasping advanced topics and excelling in subsequent semesters.
Tools & Resources
Google Digital Garage, HubSpot Academy Free Courses, Online tutorials for basic SEO/SMM tools, Peer study groups
Career Connection
A robust understanding of fundamentals provides a competitive edge in initial internships and entry-level roles, enabling quick adaptation to diverse digital marketing tasks and projects.
Cultivate Analytical Thinking- (Semester 1-2)
Pay close attention to Business Mathematics and Business Statistics. Digital marketing is highly data-driven, so understanding data analysis and interpretation is paramount. Practice solving problems and interpreting results beyond just theory, applying statistical concepts to marketing scenarios where possible.
Tools & Resources
Excel for data analysis, Khan Academy for Statistics, Case studies on marketing analytics
Career Connection
Strong analytical skills are vital for interpreting campaign performance, identifying trends, and making data-backed decisions, highly valued by employers in the digital marketing domain.
Develop Effective Business Communication- (Semester 1-2)
Hone your written and oral communication skills through presentations, report writing, and active participation in discussions in Business Communication classes. Clear communication is essential for client interaction, team collaboration, and creating compelling marketing content.
Tools & Resources
Grammarly, Canva for presentation design, Toastmasters (if available), Practicing mock presentations
Career Connection
Exceptional communication fosters better client relationships, effective team collaboration, and persuasive content creation, directly impacting career progression in marketing roles.
Intermediate Stage
Engage in Practical Campaign Execution- (Semester 3-4)
Beyond theoretical knowledge, actively seek opportunities to run real or simulated digital marketing campaigns. Utilize the lab sessions for SEO, SMM, Content, and SEM to set up and optimize campaigns. Participate in college marketing events or volunteer for local businesses to gain hands-on experience.
Tools & Resources
Google Ads (free credits if available), Facebook Business Manager, WordPress for content creation, Semrush/Ahrefs (free trials)
Career Connection
Practical campaign experience demonstrates capability to potential employers, making you a preferred candidate for internships and junior digital marketing roles immediately after graduation.
Build a Personal Digital Portfolio- (Semester 3-5)
Start documenting all your digital marketing projects, campaigns, and certifications. Create a personal website or blog where you can showcase your skills, share insights, and demonstrate your proficiency in various digital tools and strategies. This serves as a live resume for the industry.
Tools & Resources
WordPress.com, Behance (for creative content), LinkedIn for professional networking, Google Sites
Career Connection
A strong digital portfolio is critical for showcasing practical skills, differentiating you in the job market, and attracting attention from recruiters in the competitive digital marketing field.
Network and Stay Updated with Industry Trends- (Semester 3-5)
Attend webinars, workshops, and industry conferences on digital marketing. Connect with professionals on LinkedIn and participate in online communities. Follow leading digital marketing blogs and news sources to stay abreast of the latest trends, tools, and algorithm changes.
Tools & Resources
LinkedIn, Industry blogs (e.g., Search Engine Journal, Social Media Examiner), Digital marketing groups/forums
Career Connection
Networking opens doors to mentorship, internship opportunities, and insider industry knowledge, while staying updated ensures your skills remain relevant and in demand.
Advanced Stage
Excel in Internship and Live Projects- (Semester 4-6)
Treat your industry exposure (internship) and the Digital Marketing Project as prime opportunities for deep learning and application. Take initiative, seek challenging tasks, and aim to deliver measurable results. This is your chance to convert theoretical knowledge into tangible professional achievements.
Tools & Resources
Project management software (Trello, Asana), Collaboration tools (Slack, Google Meet), Mentorship from industry professionals
Career Connection
A successful internship often leads to pre-placement offers, while well-executed projects provide concrete evidence of your capabilities, significantly boosting your placement prospects.
Master Data-Driven Decision Making- (Semester 5-6)
Focus intensely on Data Analytics for Digital Marketing and Advanced Digital Analytics Lab. Learn to not just collect data, but to analyze it critically, derive actionable insights, and present data-backed recommendations. Understand attribution models and A/B testing deeply.
Tools & Resources
Google Analytics 4 (GA4), Google Tag Manager, Microsoft Power BI/Tableau (basics), A/B testing tools
Career Connection
Proficiency in data analytics is highly sought after, enabling roles in performance marketing, marketing analytics, and strategy, which are critical for high-growth digital marketing careers.
Develop Specialization and Leadership Skills- (Semester 5-6)
Identify a niche within digital marketing (e.g., SEO, Social Media, E-commerce) that you are passionate about and pursue advanced knowledge and certifications in that area. Take on leadership roles in group projects or student organizations to hone your project management and team leadership abilities.
Tools & Resources
Advanced certification courses (e.g., Google Ads/Analytics certifications), Industry-specific online platforms, Leadership workshops
Career Connection
Specialization makes you an expert in a demand area, while leadership skills are crucial for transitioning into managerial roles and driving successful digital teams and strategies.
Program Structure and Curriculum
Eligibility:
- Minimum 50% marks in 10th and 12th standard (from official UPES admissions page)
Duration: 3 years (6 semesters)
Credits: 148 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 101 | Business Mathematics | Program Core | 4 | Matrices and Determinants, Calculus Fundamentals, Financial Mathematics, Linear Programming, Set Theory and Relations |
| BBA 102 | Financial Accounting | Program Core | 4 | Accounting Principles and Concepts, Journal and Ledger, Trial Balance and Errors, Final Accounts Preparation, Depreciation Methods |
| BBA 103 | Business Communication | Program Core | 4 | Communication Process, Verbal and Non-verbal Communication, Presentation Skills, Business Correspondence, Report Writing |
| BBA 104 | Principles of Management | Program Core | 4 | Management Functions (POSDCORB), Planning and Decision Making, Organizing and Departmentation, Directing and Motivation, Controlling and Coordination |
| BBA 105 | Introduction to Digital Marketing | Specialization Core | 3 | Digital Marketing Ecosystem, Customer Journey Mapping, Website Planning, Content Marketing Basics, Social Media Platforms Overview |
| BBA 106 | Introduction to Entrepreneurship | Program Core | 3 | Entrepreneurial Mindset, Idea Generation and Validation, Business Model Canvas, Feasibility Analysis, Startup Ecosystem in India |
| BBA 107 | Computer Applications for Business | Program Core | 3 | MS Office Suite, Data Management in Spreadsheets, Business Software Applications, Cloud Computing Basics, Cyber Security Fundamentals |
| DM 101 | Digital Marketing Fundamentals Lab | Specialization Core (Lab) | 1 | Website Audit Tools, Keyword Research Practice, Competitor Analysis Techniques, Social Media Management Tools, Basic Analytics Reporting |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 201 | Organizational Behavior | Program Core | 4 | Individual Behavior in Organizations, Motivation Theories, Group Dynamics and Teamwork, Leadership Styles, Organizational Culture and Climate |
| BBA 202 | Managerial Economics | Program Core | 4 | Demand and Supply Analysis, Production and Cost Analysis, Market Structures, Pricing Strategies, Macroeconomic Indicators |
| BBA 203 | Marketing Management | Program Core | 4 | Marketing Mix (4Ps), Consumer Buying Behavior, Market Segmentation and Targeting, Product Life Cycle, Branding and Packaging |
| BBA 204 | Business Statistics | Program Core | 4 | Measures of Central Tendency, Probability Distributions, Hypothesis Testing, Correlation and Regression Analysis, Time Series Analysis |
| BBA 205 | Search Engine Optimization | Specialization Core | 3 | On-Page SEO Techniques, Off-Page SEO (Link Building), Technical SEO Audits, Keyword Research and Analysis, Google Algorithm Updates |
| BBA 206 | Social Media Marketing | Specialization Core | 3 | Social Media Platforms Strategy, Content Creation for Social Media, Community Management, Influencer Marketing, Social Media Analytics |
| DM 201 | SEO & SMM Lab | Specialization Core (Lab) | 1 | SEO Tools Implementation, Social Media Campaign Setup, Performance Tracking and Reporting, Content Scheduling Tools, Audience Engagement Strategies |
| OE XXX | Open Elective 1 | Elective | 3 | Varies based on student choice |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 301 | Business Law | Program Core | 4 | Indian Contract Act, Company Law Fundamentals, Consumer Protection Act, Intellectual Property Rights, Cyber Law and E-commerce |
| BBA 302 | Human Resource Management | Program Core | 4 | HR Planning and Recruitment, Selection and Induction, Training and Development, Performance Appraisal, Compensation Management |
| BBA 303 | Operations Management | Program Core | 4 | Production Planning and Control, Inventory Management, Quality Management, Facility Location and Layout, Project Management |
| BBA 304 | Consumer Behavior | Program Core | 3 | Consumer Decision Making Process, Psychological Influences on Behavior, Sociocultural Influences, Consumer Research, Brand Loyalty and Retention |
| BBA 305 | Content Marketing & Strategy | Specialization Core | 3 | Content Strategy Development, Content Creation Best Practices, Storytelling and Copywriting, Content Distribution Channels, Measuring Content ROI |
| BBA 306 | Search Engine Marketing & Analytics | Specialization Core | 3 | Google Ads Campaign Management, Keyword Matching Options, Ad Copywriting and Extensions, Landing Page Optimization, Google Analytics for Campaign Performance |
| DM 301 | Content & SEM Lab | Specialization Core (Lab) | 1 | Content Calendar Creation, SEO-Optimized Content Writing, Google Ads Account Setup, Campaign Monitoring and Optimization, A/B Testing Ad Creatives |
| OE XXX | Open Elective 2 | Elective | 3 | Varies based on student choice |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 401 | Research Methodology | Program Core | 4 | Research Design and Types, Data Collection Methods, Sampling Techniques, Data Analysis (Qualitative & Quantitative), Report Writing and Ethics |
| BBA 402 | Supply Chain Management | Program Core | 4 | SCM Concepts and Drivers, Logistics and Transportation, Inventory Management, Warehousing and Distribution, Global Supply Chain |
| BBA 403 | E-commerce & Mobile Marketing | Specialization Core | 3 | E-commerce Business Models, Payment Gateways and Security, Mobile Marketing Strategies, App Store Optimization (ASO), Geo-fencing and Location-based Marketing |
| BBA 404 | Email Marketing & Marketing Automation | Specialization Core | 3 | Email Campaign Design, List Segmentation and Management, A/B Testing for Emails, Marketing Automation Workflows, CRM Integration with Email Marketing |
| BBA 405 | Digital Media Planning & Buying | Specialization Core | 3 | Media Landscape and Channels, Ad Networks and Exchanges, Programmatic Advertising, Budget Allocation and Bidding, Campaign Performance Measurement |
| DM 401 | E-commerce & Email Marketing Lab | Specialization Core (Lab) | 1 | E-commerce Platform Setup (e.g., Shopify), Email Marketing Software Usage, Automated Email Sequence Design, Product Listing Optimization, Campaign Performance Tracking |
| BBA 406 | Industry Exposure (Internship) | Program Core (Internship) | 3 | Real-world Project Execution, Industry Best Practices, Professional Skill Development, Report Writing and Presentation, Networking Opportunities |
| OE XXX | Open Elective 3 | Elective | 3 | Varies based on student choice |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 501 | Strategic Management | Program Core | 4 | Strategic Analysis Tools (SWOT, PESTEL), Strategy Formulation, Strategy Implementation, Corporate Governance, Competitive Advantage |
| BBA 502 | International Business | Program Core | 4 | Globalization and Its Impact, International Trade Theories, Foreign Exchange Markets, Cross-Cultural Management, Global Marketing Strategies |
| BBA 503 | Digital Transformation & Innovation | Specialization Core | 3 | Digital Business Models, Emerging Technologies (AI, IoT), Innovation Management, Agile and Lean Methodologies, Change Management in Digital Context |
| BBA 504 | Data Analytics for Digital Marketing | Specialization Core | 3 | Advanced Google Analytics, Data Visualization Techniques, A/B Testing and Multivariate Testing, Attribution Modeling, Predictive Analytics in Marketing |
| BBA 505 | Web and App Development for Digital Marketing | Specialization Core | 3 | HTML, CSS, JavaScript Basics, CMS Platforms (WordPress), UI/UX Design Principles, Mobile App Fundamentals, Conversion Rate Optimization (CRO) |
| DM 501 | Advanced Digital Analytics Lab | Specialization Core (Lab) | 1 | Custom Report Generation in Analytics, Google Tag Manager Implementation, CRO Tools (Hotjar, Optimizely), User Journey Analysis, Experiment Design and Analysis |
| OE XXX | Open Elective 4 | Elective | 3 | Varies based on student choice |
| BBA 506 | Digital Marketing Project Stage 1 | Specialization Core (Project) | 3 | Project Proposal Development, Literature Review, Research Design and Methodology, Initial Data Collection, Progress Report and Presentation |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 601 | Business Ethics & CSR | Program Core | 4 | Ethical Theories in Business, Corporate Governance Principles, Corporate Social Responsibility, Sustainability Practices, Stakeholder Management |
| BBA 602 | Advanced Digital Advertising | Specialization Core | 3 | Programmatic Advertising Advanced, Video and Display Advertising, Native Advertising Strategies, Influencer Marketing Campaigns, Ad Fraud Detection |
| BBA 603 | Customer Relationship Management (CRM) in Digital Marketing | Specialization Core | 3 | CRM Systems and Features, Customer Lifecycle Management, Personalization Strategies, Loyalty Programs, Digital Customer Service |
| BBA 604 | Emerging Trends in Digital Marketing | Specialization Core | 3 | Artificial Intelligence in Marketing, Blockchain and Web3 Marketing, Voice Search Optimization, Metaverse Marketing, Future of Digital Consumer Behavior |
| DM 601 | Advanced Digital Ad & CRM Lab | Specialization Core (Lab) | 1 | CRM Software Implementation, Advanced Audience Targeting, Ad Campaign Automation, Cross-Channel Marketing, Performance Reporting and Optimization |
| BBA 605 | Digital Marketing Project Stage 2 | Specialization Core (Project) | 6 | Project Implementation and Execution, Data Analysis and Interpretation, Findings and Recommendations, Final Report Writing, Project Defense and Presentation |
| OE XXX | Open Elective 5 | Elective | 3 | Varies based on student choice |
