BBA (Digital Marketing)

About the Program

As management lies at the heart of business world and is a critical area of study for business concerns, the Bachelor of Business Administration (Digital Marketing) program at AU aims to deliver the core ideas of management and implications of these ideas to businesses their environment, preparing graduates for a variety of stimulating careers. The program provides the quantitative and analytical skills that enable students to succeed in a wide variety of business activities. The program is based on flexible arrangement of study strengthened by research and innovative learning pedagogies, which advances a student’s ability to develop academic and practical insights into the domain. The graduates of BBA will be highly employable in both corporate and public sectors.

Program Educational Objectives (PEOs)

PEO 01: Imparting knowledge of the fundamentals of Marketing in the Digital era and its applications.

PEO 02: Developing expertise in the areas of digital and allied technologies.

PEO 03:   Enhancing professional competency in meeting the challenges of a globalized world of business.

PEO 04: Developing ethical, social and environmental consciousness.

PEO 05: Inculcating fundamental concepts and skills of research in various fields of business. 

Program Outcomes (POs)

PO 01: Domain Knowledge - Understanding of basics of digital transformation and marketing the digital age.

PO 02: Problem Solution: Identify, formulate and analyze business problems utilizing knowledge of multiple disciplines including economics, statistics, commerce, law and technology and solve such problems using appropriate methodology culled from various fields.

PO 03: Leadership and Organization Skills- Develop strategic, organizational, and leadership skills for new organizations paradigm.

PO 04: Ethics: Apply ethical principles and commit to professional ethics and responsibilities and norms of the business practices.

PO 05: Environment and Sustainability- Understand the impact of the professionals in societal contexts, and demonstrate the knowledge of, and need for sustainable development

PO 06: Life-long Learning- Recognize the need for, and have the preparation and ability to engage in independent and life-long learning in the broadest context of business world.

PO 07: Creativity and Innovation- Develop inquisitive and innovative minds trained in the concepts of research and innovative practices


Minimum 60% aggregate in 10 +2 or equivalent from any recognized board.

Duration (in Year): 4 (with exit option after 3 years as per NEP guidelines).

Career Avenues

Following areas attract the graduates in Business Administration:

Digital Marketing Executive, Sales & Marketing, FMCG retail sector, retail banking, marketing analytics, and firms engaged in international business, Business Analyst, Digital promotion manager etc.

The students is being groomed with industry-oriented training programs for internship and final placement.

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