DBS Global University | Best Private University in Dehradun

The BBA in Digital Marketing program at Doon Business School is designed to train specialists who can attract, analyse, and convert customers by leveraging advanced technology and strategic content.

This program goes beyond basic channel knowledge to provide practical mastery in the entire digital marketing ecosystem

MarTech & Automation

Focuses on the Technology Platforms and automation tools used in modern campaigns, including Marketing Automation Software and Customer Relationship Management (CRM) systems.

Performance Analytics

Rigorous training in Social and Web Analytics and the Digital Advertisement Landscape. Students learn to use AI-driven tools to perform deep audience segmentation, attribution modelling, and campaign optimisation.

Search and Content Strategy

Specialised expertise in SEO/SEM (Search Engine Optimisation/Marketing) and developing engaging content strategies that utilise Generative AI for rapid ideation and deployment.

Human Dynamics

Provides critical insights into human and organisational dynamics, ensuring graduates can craft campaigns that are both technically proficient and ethically persuasive.

Graduates emerge as data-fluent strategists prepared to plan, execute, and measure high-ROI digital campaigns across all popular search and social media channels.

Salient Features

Mastery of Emerging Technologies - Acquire expertise in the latest technologies shaping digital marketing, including AI-driven analytics, augmented reality in advertising, and innovative data-driven strategies, preparing you for the future of the industry.
Creative Storytelling - Develop a unique skill in crafting compelling narratives for brands. The program emphasizes the art of storytelling and helps in creating impactful and resonant content in the digital landscape.
Ethical Digital Practices - Stand out with a focus on ethical digital marketing practices. The curriculum addresses the importance of responsible advertising, privacy concerns, and transparency, setting you apart as an ethically conscious marketer.
Collaborative Projects with Industry Leaders - Engage in collaborative projects with renowned industry leaders, gaining insights into real-world challenges and networking opportunities that elevate your understanding and employability in the digital marketing arena.
Personal Branding Emphasis - Beyond corporate strategies, the program emphasizes personal branding.

Career Opportunities

Digital marketing specialist
Social media manager

Content marketing specialist
SEO Specialist

PPC Specialist
Email marketing specialist

Web analyst
Digital marketing consultant

Program Structure

Semester 01

Category	Course Title	Credits
Core	Principles and Practices of Management	4
Core	Financial Accounting	4
Core	Business Statistics and Logic	4
VAC	Environmental Science and Sustainability	2
AEC	General English for Managers	3
Core	Marketing Management	4
MDE	Indian Knowledge System	2
Total Credits		23

Semester 02

Category	Course Title	Credits
Core	Organizational Behavior	4
VAC	Indian Constitution	2
Core	Business Economics	4
Specialization	Major 01 (Marketing / Finance / Human Resource / International Business)	4
Super Specialization	Track Course 01	3
OE	Open Elective	2
AEC	Business Communication	3
SC	General Proficiency - 1	1
Total Credits		23

Semester 03

Category	Course Title	Credits
Core	Management Accounting	4
Core	Legal and Ethical Issues in Business	4
Super Specialization	Track Course 02	3
Specialization	Major 02 (Marketing / Finance / Human Resource / International Business)	4
VAC	Yoga / Sports / NCC / NSS / Disaster Management / Social Internship	4
SEC	Machine Learning for Decision Making (Alteryx)	2
SEC	Social Internship	4
Total Credits		25

Semester 04

Category	Course Title	Credits
Core	Entrepreneurship and Startup Ecosystem	4
Core	Operations Management	4
Core	Business Research Methodology	4
Super Specialization	Track Course 03	3
Specialization	Major 03 (Marketing / Finance / Human Resource / International Business)	4
OE	Open Elective	2
SC	General Proficiency - 2	1
Total Credits		22

Semester 05

Category	Course Title	Credits
Core	Strategic Management	4
Core	Logistics and Supply Chain Management	4
Specialization	Major 04 (Marketing / Finance / Human Resource / International Business)	4
SEC	Internship / Capstone Project	6
VAC	Soft Skills and Negotiation Skills	3
Total Credits		21

Semester 06

Category	Course Title	Credits
Core	Project Management	4
Core	Business Taxation	4
Specialization	Major 05 (Marketing / Finance / Human Resource / International Business)	4
Core	Corporate Governance	4
SEC	Major Project (initiated in Semester V)	4
SC	General Proficiency - 3	1
Total Credits		21

Major Specialization Bucket

Students in the BBA choose one major specialization from the following four functional domains.

Specialization	Semester 2	Semester 3	Semester 4	Semester 5	Semester 6
Marketing	Consumer Behaviour	Sales and Distribution Management	Marketing of Services	Rural Marketing	Retail Marketing
Finance	Financial Statement Analysis	Financial Mathematics	Corporate Finance	Financial Modeling	Wealth Management
Human Resource	Talent Acquisition	Digital HR Tools and Trends	IR and Labour Laws	Compensation Management and Cafeteria Plan	Training and Development
International Business	International Business	International Trade Procedures and Documentation	Global Supply Chain Management and International Logistics	International Marketing	Management of Global Sourcing

Super Specialization Bucket

Students opting for BBA with Super Specialization complete 9 additional credits through three super specialization courses during the first three years. This allows students to combine a broad managerial foundation with a niche, industry-relevant skill track.

Track	Semester 2	Semester 3	Semester 4
Digital Marketing	Introduction to Digital Marketing Ecosystem	Content Marketing	Search Engine Marketing and Optimization
Entrepreneurship	Foundations of Entrepreneurship and Startup Thinking	Startup Development	Funding and Venture Capital
Fintech	Introduction to Financial Technologies	Digital Banking and Payment System	Blockchain and Cryptocurrencies
AI & Business Analytics	Business Analytics	Power BI for Storytelling	Agentic AI for Business Solutions
E-Commerce & Supply Chain	Introduction to E-Commerce and Digital Supply Chains	Global Supply Chain Management	Building E-Commerce Platforms
Banking & Insurance	Fundamentals of Banking and Insurance	Retail Banking and Financial Services	Risk Management and Insurance Practices
Capital Markets	Introduction to Financial Markets	Securities Market Operations and Trading	Investment Analysis and Portfolio Management

Fourth-Year Progression Options

In the fourth year, the program opens four distinct progression routes so that students can align their final stage with academic, professional, research, or entrepreneurial goals.

Pathway	Semester VII	Semester VIII
Honours	Professional Ethics; International Business Strategy; Business Model Design and Scalability; Industry Internships; Major-6; Major-7	Introduction to ESG Principles (MOOC); Digital Transformation and Innovation; Global Business Environment; Major-8; Major-9
Research (For Ph.D. After BBA)	Professional Ethics; Research Internships; Qualitative and Quantitative Research Design; Econometrics and Predictive Modelling	Introduction to ESG Principles (MOOC); Global Business Environment; Dissertation; State of the Art Seminar
Industry Attachment	Professional Ethics; International / Virtual Internships; Global Business Environment; Mergers, Acquisitions and Restructuring	Introduction to ESG Principles (MOOC); Global Business Environment; Internship Report; Internship Seminar
Start-up	Professional Ethics; Entrepreneurial / Startup Internships; Global Business Environment; Venture Capital and Business Valuation	Introduction to ESG Principles (MOOC); Global Business Environment; Start-up Project; Start-up Seminar

Micro-Credentials for Future Skills

The following future-skills micro-credentials are an integral part as value-added learning layers that complement the courses already embedded in the BBA curriculum. These micro-credentials strengthen applied capability, digital readiness, analytical thinking, and employability across managerial, functional, project, and entrepreneurial roles.

Semester / Track	Aligned Course(s)	Micro-Credential*/ Value-Added Course	How It Complements the Curriculum
Semester 1	Financial Accounting; Business Statistics and Logic; Marketing Management	Advanced Spreadsheeting with Excel	Excel for data handling, formulas, business calculations, dashboards, and reporting
Semester 2	Business Economics; Organizational Behavior; Business Communication	Business Presentation and Professional Communication	Presentation design, structured communication, business writing, and workplace presentation skills
Semester 3	Machine Learning for Decision Making (Alteryx); Management Accounting	Alteryx Designer for Business Analytics	Workflow automation, data preparation, predictive logic, and decision analytics
Semester 4	Business Research Methodology; Operations Management	Power BI for Data Visualization	Interactive dashboards, storytelling with data, KPI reporting, and management insight generation
Semester 4	Entrepreneurship and Startup Ecosystem	Design Thinking and Startup Validation	Idea validation, customer discovery, MVP thinking, and entrepreneurial problem solving
Semester 5	Strategic Management; Internship / Capstone Project; Soft Skills and Negotiation Skills	Advanced Business Problem Solving and Negotiation	Consultative thinking, negotiation practice, workplace decision-making, and capstone readiness
Semester 5	Logistics and Supply Chain Management	ERP and Supply Chain Process Orientation	Process mapping, procurement flow, inventory logic, and ERP-linked operational understanding
Semester 6	Project Management; Major Project	Jira and Microsoft Visio for Project Execution	Project planning, workflow tracking, process mapping, and collaborative execution
Across Finance Track	Financial Mathematics; Corporate Finance; Financial Modeling; Wealth Management	Financial Modeling with Excel	Business valuation, scenario analysis, forecasting, and finance-oriented spreadsheet modeling
Across Marketing Track	Consumer Behaviour; Marketing of Services; Rural Marketing; Retail Marketing	Digital Marketing Tools and Campaign Analytics	Campaign planning, SEO/SEM basics, content analytics, and performance tracking
Across HR Track	Talent Acquisition; Digital HR Tools and Trends; Compensation Management	HR Analytics and Digital HR Tools	Recruitment dashboards, HR metrics, digital HR systems, and workforce analytics
Across IB Track	International Business; International Trade Procedures and Documentation; Global Sourcing	Global Trade Documentation and Business Etiquette	Trade documentation, cross-border processes, export-import basics, and global professional readiness
AI & Business Analytics Super Specialization	Business Analytics; Power BI for Storytelling; Agentic AI for Business Solutions	SAP Build Apps, Build Codes, AI Tools, Prompting, and Dashboarding for Business	AI-enabled analysis, BI storytelling, prompt design, and decision-support workflows
Digital Marketing Super Specialization	Introduction to Digital Marketing Ecosystem; Content Marketing; Search Engine Marketing and Optimization	Meta Ads and Google Analytics Foundations	Digital campaign execution, web analytics, audience insights, and performance measurement
FinTech Super Specialization	Introduction to Financial Technologies; Digital Banking and Payment System; Blockchain and Cryptocurrencies	Digital Payments and FinTech Applications	Payments ecosystem, fintech products, platform understanding, and regulatory awareness
Banking & Insurance Super Specialization	Fundamentals of Banking and Insurance; Retail Banking and Financial Services; Risk Management and Insurance Practices	NISM Series XV: Research Analyst, NISM Series X-A: Investment Adviser, NISM Series VII: Securities Operations and Risk Management	Banking operations, insurance process literacy, compliance basics, and customer-facing service readiness
Capital Markets Super Specialization	Introduction to Financial Markets; Securities Market Operations and Trading; Investment Analysis and Portfolio Management	NISM Series XII: Securities Markets Foundation, NISM Series V-A: Mutual Fund Distributors, NISM Series VIII: Equity Derivatives, NISM Series XVI: Commodity Derivatives	Market instruments, trading basics, portfolio concepts, and investor advisory foundations
Entrepreneurship Super Specialization	Foundations of Entrepreneurship and Startup Thinking; Startup Development; Funding and Venture Capital	Startup Pitching and Venture Readiness	Pitch deck development, investor communication, venture funding basics, and startup execution readiness
E-Commerce & Supply Chain Super Specialization	Introduction to E-Commerce and Digital Supply Chains; Global Supply Chain Management; Building E-Commerce Platforms	E-Commerce Operations and Marketplace Management	Online store operations, marketplace tools, order flow, fulfillment, and digital commerce execution
*Single asterisk ()** indicates micro-credentials for which industry-recognized certification may be provided along with the BBA degree in the courses marked in bold
Double asterisks ()** indicate experiential learning or value-added workshop components embedded alongside the aligned courses to strengthen applied learning.

Fee Structure

BBA 2026-29

E-Commerce & Supply Chain/Fintech/Digital Marketing/Business Analytics (SAS/SAP Extra) Entrepreneurship/Banking & Insurance/Capital Markets in collaboration with NISM International Business (Foreign Tour Charges Extra)

Fees	I Semester	II Semester	III Semester	IV Semester	V Semester	VI Semester
Admission Fee	15,000	-	-	-	-	-
Tuition Fee	1,25,000	1,25,000	1,35,000	1,35,000	1,45,000	1,45,000
University Examinations Fees	5,500	5,500	5,500	5,500	5,500	5,500
Total	1,45,500	1,30,500	1,40,500	1,40,500	1,50,500	1,50,500
Security (Refundable)	-	-	10,000	-	-	-
Other Incidental Compulsory Charges
Charges for Uniform (Dress Camp)	9,500	-	-	-	-	-
Book Bank (EET Library)	4,500	-	-	-	-	-
Career Development Cell Membership	-	-	-	-	7,500	-
Alumni Registration + 1 Year Enrollment	-	-	-	-	-	5,000
Online ERP Fee	1,000	1,000	1,000	1,000	1,000	1,000

The classes in the University may stretch till late evening and require many group projects and hence students are advised to stay in the campus hostels.

However, day boarding (Rs.25,000/ year) is compulsory for MBA, BBA, Integrated MBA, B.Tech, Integrated B.Tech, B.Com & Integrated Law programs other than the final year.

*Scholarship amount will be calculated on BBA General tuition fee for first year Rs. 1,02,500 per semester and subsequently thereafter.

Fee is subject to change. For updated fee structure kindly visit www.doonbusinessschool.com / www.dgu.ac

All under graduate degrees can be converted into the respective Hons. program through following pathways Research/Industry Attachment /Start-Up/Super Specialised Courses.

Scholarship

For Undergraduate Students for 2025-26 intake

CATEGORY	All India
SCHOLARSHIPS	10.00%	20.00%	30.00%	40.00%	50.00%	60.00%	70.00%	80.00%	90.00%
12th Percentage (Any Central Board)	80.00-84.99	85.00-89.99	90.00-92.50	92.60-94.99	95	96	97	98	99
JEE Percentile	75-79.99	80 - 84.99	85 - 89.99	90 - 94.99	95-95.99	96-96.99	97-97.99	98-98.99	99-100
CUET Percentile	88 - 89.99	90-91.99	92-93.99	94-94.99	95-95.99	96-96.99	97-99.99	98-98.99	99-100

Note: Best 4 Core Subjects only (SUPW, Physical Education and Non Academic Subjects will not be considered)

Satya Devi Special Scholarship for Bihar Students
(BSCC Eligible)

Get a one-time non-returnable grant of Rs.2.5 Lakh Or 25% Scholarship on tuition fees whichever is lower

For B.Sc. Agriculture/ Forestry / Agri Business
(Dr. S. K. Gupta Memorial Scholarship)

25% Scholarship on tuition fees

Scholarship for Uttarakhand Domicile

25% on Tuition Fee

Scholarship for Single Mother (All India)

10% on Tuition Fee

Scholarship for Teacher Ward (All India)

10% on Tuition Fee

Scholarship for Defence Personal Ward (All India)

10% on Tuition Fee

Note: No two scholarships can be clubbed together, if any student eligible for two scholarships may choose the higher scholarship from the respective category.

Procedure

Students registering for scholarship should apply on the prescribed form avaliable with the institute or on website at the time of interview before confirmation of admission. Students who do not apply before confirmation of admission wlil not be eligible for merit scholarship.
Students should submit photocopies of all mark sheets and certificates required as above for entitling the scholarship.
Upon your official confirmation of admission with the DBSG, you wlil receive a formal scholarship offer letter / confirmation.
The scholarship wlil be disbursed semester wise.
In case the result of the previous semester has not been declared tlil the last date of submission of fees for the next semester, the student may provisionally submit fees equivalent to the last semester fees but in case falis to get the required marks wlil have to submit the balance fees.
Whlie applying for a scholarship and fliling in the percentage of class XII marks, applicants are required to consider the aggregate of Best 4 core subjects in their XII boards (SUPW, Physical Education and Non Academic Subjects wlil not be considered).
Scholarship amount will be calculated on General (basic) tuition fee for per semester and subsequently thereafter.

However the scholarship for 3rd semester onwards wlil be subject to:

In case any of the above criteria is not fulfliled the scholarship for the next semester wlil be withdrawn.

75% attendance to be maintained in each subject individually in the preceding semester. Please note that Third Semester Scholarship depends on First semester performance and Fourth semester Scholarship on second semester.
70% marks in cumulative score in all subjects.
Students shall not be involved in any disciplinary action of misconduct where a penalty or fine is imposed by the Proctorial board.
Students shall take a good moral character certificate from the course coordinator every year and submit the same with the Registrar.
Students should give an undertaking of being avaliable at all time during the course for any brand ambassador activities and also in case of events/goodwlil programmes.
There should be no discontinuation in study. In case of transfer to any other institute, the scholarship given wlil have to be refunded prior to issue of College Leaving Certificate.
Students need to send a thank you letter to the Board of Trustees for the Generous Scholarship every semester.

Disclaimer

Notwithstanding anything under this Scholarship scheme, ESKAY EDUCATIONAL TRUST has sole discretion to edit, modify, change, update, continue or abandon the above-mentioned Scholarship going forward at any given point in time, without any prior written intimation. Management wlil be the final deciding authority for all scholarship decisions as stated in this specific disclaimer.
There is no concept of automatic renewal for next semester. The Sponsorship Committee shall decide every semester on a case-to-case basis, subject to the Scholarship Scheme if prevaliing at the relevant time.
There should be no discontinuation in study. In case of discontinuation / transfer to any other institute, the scholarship given wlil have to be refunded prior to issue of college leaving certificate.
Please note that this communication is without prejudice to any rights of ESKAY EDUCATIONAL TRUST and this communication should not be considered as a waiver of any rights of ESKAY EDUCATIONAL TRUST in the applicants' favour.

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