BBA (Hons.) Integrated Marketing & New Media

The BBA (Honours) in Integrated Marketing and New Media is a contemporary programme designed to equip students with strong foundations in core marketing disciplines along with specialized expertise in branding, digital marketing, and international marketing. The curriculum integrates traditional marketing principles with new media strategies, social media management, content marketing, and global market dynamics. Through case-based learning, industry projects, internships, and campaign simulations, students gain practical exposure to real-world marketing challenges. The programme develops strategic thinking, creative communication, and analytical skills, preparing graduates for careers in brand management, digital marketing, advertising, global marketing, and media-driven business environments.

The BBA Honours Programme is designed to develop industry-ready professionals with strong managerial, analytical, and leadership skills. The programme offers excellent opportunities for placements in leading multinational corporations across diverse sectors while also providing a strong foundation for admission to top business schools and postgraduate programmes in India and abroad. With a focus on entrepreneurship, innovation, professionalism, and ethical leadership, students are encouraged to become job creators as well as job seekers. The curriculum integrates advanced technologies, business analytics, and AI tools, fostering critical thinking, problem-solving abilities, and awareness of the latest industry trends, ensuring graduates remain competitive in a rapidly evolving global business environment.

This course introduces the fundamental concepts, theories, and functions of management, including planning, organizing, leading, and controlling. It covers classical and contemporary management approaches with case-based applications. Modern inputs include digital leadership, agile management, and sustainability practices. Students develop managerial decision-making and problem-solving skills. The course prepares learners for leadership roles across diverse organizational settings.

This course focuses on the principles and preparation of financial statements, accounting standards, and reporting practices. It includes recording transactions, final accounts, and financial statement analysis. Modern components cover IFRS basics, digital accounting systems, and ERP-based accounting practices. Students gain the ability to interpret financial information for business decisions. The course builds a foundation for careers in accounting, finance, and auditing.

This course introduces statistical tools and logical reasoning for business decision-making. Topics include probability, correlation, regression, hypothesis testing, and data interpretation. Modern applications involve data visualization and the use of Excel and analytical software. Students learn to analyze business data and draw meaningful conclusions. The course supports analytical roles in management and business analytics.

This course develops professional communication skills in business contexts. It covers written communication, presentations, report writing, and interpersonal communication. Modern inputs include digital communication etiquette, email drafting, and virtual presentation skills. Students enhance clarity, persuasion, and professional confidence. The course prepares learners for corporate and entrepreneurial communication environments.

This course examines individual and group behavior within organizations. It includes motivation, leadership, personality, organizational culture, and team dynamics. Contemporary topics such as emotional intelligence, workplace diversity, and remote work culture are integrated. Students develop skills to manage people effectively. The course prepares learners for HR and managerial roles.

This course covers core marketing concepts such as segmentation, targeting, positioning, and the marketing mix. It includes consumer behavior and branding strategies. Modern inputs focus on digital marketing, social media analytics, and marketing automation tools. Students learn to design effective marketing strategies. The course offers scope in marketing, brand management, and digital marketing careers.

This course applies micro and macroeconomic principles to business decisions. It covers demand analysis, cost structures, market structures, and economic policies. Modern inputs include global trade dynamics and economic data interpretation. Students gain the ability to analyze economic trends affecting businesses. The course supports strategic and financial decision-making roles.

This course focuses on cost determination, budgeting, variance analysis, and managerial decision-making. It explains cost control techniques and performance evaluation. Modern tools include ERP systems and cost analytics software. Students develop skills in financial planning and control. The course prepares learners for managerial accounting and financial analysis roles.

This course covers business laws, contracts, corporate governance, and ethical frameworks. It emphasizes regulatory compliance and corporate responsibility. Modern topics include cyber laws, data protection, and ESG compliance. Students understand legal risk management and ethical decision-making. The course is essential for responsible business leadership.

This course focuses on recruitment, training, performance management, and compensation systems. It explores HR strategies aligned with organizational goals. Modern inputs include HR analytics, digital HR platforms, and talent management systems. Students learn to manage workforce performance effectively. The course prepares learners for HR and people management roles.

This course introduces entrepreneurial mindset, opportunity recognition, and business model development. It covers startup financing, incubation, and innovation strategies. Modern inputs include lean startup methods and digital entrepreneurship platforms. Students develop skills to create and manage ventures. The course supports startup creation and entrepreneurial careers.

This course focuses on production planning, process design, quality management, and supply chain coordination. It explains efficiency and productivity improvement techniques. Modern inputs include lean systems, Industry 4.0, and AI in operations. Students learn to optimize operational performance. The course supports careers in operations and logistics.

This course covers capital budgeting, working capital management, and financial decision-making. It explains risk-return analysis and cost of capital concepts. Modern inputs include financial modeling and fintech innovations. Students gain skills in financial planning and investment analysis. The course prepares learners for corporate finance roles.

This course introduces research design, data collection, and statistical analysis techniques. It covers hypothesis testing and report writing. Modern inputs include SPSS, SmartPLS, and research analytics tools. Students develop scientific research skills. The course prepares learners for academic research and consultancy projects.

This course focuses on strategy formulation, implementation, and evaluation. It includes competitive analysis and corporate strategy frameworks. Modern inputs cover digital transformation strategy and global competitiveness. Students learn long-term strategic thinking and decision-making. The course supports leadership and consulting careers.

This course covers procurement, warehousing, transportation, and distribution systems. It explains supply chain coordination and performance metrics. Modern inputs include e-commerce logistics, AI-driven SCM, and analytics tools. Students gain skills in supply chain optimization. The course prepares learners for careers in logistics and global supply chains.

This course introduces project planning, scheduling, budgeting, and risk management. It covers project life cycle and resource allocation. Modern tools include MS Project and Agile methodologies. Students learn to manage projects efficiently. The course supports careers in project coordination and operations.

This course explains direct and indirect taxation principles. It covers GST, income tax computation, and compliance procedures. Modern inputs include digital tax filing systems and regulatory updates. Students develop tax planning and compliance skills. The course supports careers in finance and taxation consultancy.

This course focuses on leadership styles in entrepreneurial settings. It covers innovation management, risk-taking, and growth strategies. Modern inputs include startup leadership case studies and digital transformation leadership. Students develop visionary leadership capabilities. The course prepares learners to lead ventures and innovative teams.

This course trains students in advanced analytics tools such as Power BI, Python, Tableau, and KNIME. It covers predictive analytics, data visualization, and business intelligence techniques. Modern inputs include AI-based analytics applications. Students gain hands-on analytical problem-solving skills. The course prepares learners for data-driven decision-making roles.

This course focuses on advanced research designs, multivariate analysis, and structural equation modeling. It covers publication standards and academic writing. Modern inputs include SEM using SmartPLS and AMOS. Students develop high-level research and analytical competence. The course prepares learners for doctoral studies and advanced consultancy research.

This course focuses on advertising planning, creative strategy, media selection, budgeting, and campaign evaluation. It integrates digital advertising trends, programmatic ads, influencer marketing, and AI-driven targeting. Students engage in lab-based campaign design and industry-oriented live project simulations. The course outcome enables learners to develop integrated advertising strategies and evaluate campaign effectiveness. It prepares students for careers in advertising agencies, media planning firms, and brand communication roles.

This course covers SEO, SEM, social media marketing, content marketing, email marketing, and performance analytics. It emphasizes modern tools such as Google Ads, analytics dashboards, and automation platforms. Lab-oriented sessions and live campaign projects ensure practical exposure. Students learn to design and execute digital strategies for business growth. The course prepares learners for roles in digital marketing, performance marketing, and online brand management.

This course examines psychological, social, and cultural factors influencing consumer decision-making. It includes perception, motivation, attitude formation, and buying behavior analysis. Modern inputs include neuromarketing, digital consumer insights, and behavioral analytics. Case-based discussions and research projects enhance practical understanding. The course outcome enables students to analyze consumer patterns and design customer-centric strategies, supporting careers in marketing, branding, and market research.

This course focuses on employer-employee relationships, labor laws, trade unions, collective bargaining, and conflict resolution. It integrates contemporary topics such as workplace diversity, gig economy issues, and digital HR practices. Case studies and policy analysis provide applied learning. The course outcome equips students to manage workforce relations and ensure legal compliance. It prepares learners for HR and industrial relations management roles.

This course explores media planning, media economics, content strategy, and media regulations. It integrates digital media platforms, OTT business models, and analytics-driven content performance evaluation. Lab-based exercises and industry projects enhance practical exposure. Students learn to manage media operations strategically. The course supports careers in media houses, digital platforms, and corporate communication sectors.

This course covers brand positioning, brand equity, identity development, and brand communication strategies. It integrates modern concepts such as personal branding, digital branding, and brand analytics. Case-based learning and live branding projects enhance application skills. The course outcome enables students to build and manage strong brands in competitive markets. It prepares learners for careers in brand management and strategic marketing.

This course focuses on channel design, distributor management, logistics coordination, and sales force management. It includes modern retail formats, e-commerce distribution, and omnichannel strategies. Industry-based case studies and sales analytics tools provide practical exposure. The course outcome enables students to design effective distribution networks. It prepares learners for careers in sales management and supply chain coordination.

This course examines rural market characteristics, consumer behavior, pricing strategies, and distribution challenges. It integrates digital penetration in rural markets and government rural development initiatives. Field-based assignments and case analysis enhance practical learning. The course outcome equips students to design strategies for emerging rural markets. It prepares learners for FMCG, agribusiness, and rural development marketing roles.

This course focuses on retail formats, store management, merchandising, pricing, and customer experience strategies. It integrates modern retail technologies, e-commerce platforms, and retail analytics. Lab simulations and retail case studies strengthen practical exposure. The course outcome enables students to manage retail operations effectively. It prepares learners for careers in retail management and retail analytics.

This course covers global market entry strategies, export-import management, cross-cultural marketing, and international trade regulations. It integrates global supply chain dynamics and digital global branding strategies. Case studies and trade policy analysis provide applied insights. The course outcome enables students to design international marketing strategies. It prepares learners for careers in export management and global business operations.

This course introduces research design, data collection methods, sampling techniques, and statistical analysis for marketing decisions. It integrates modern tools such as SPSS, online survey platforms, and analytics dashboards. Lab-oriented research projects ensure hands-on exposure. The course outcome enables students to conduct and interpret market research effectively. It prepares learners for careers in market research, analytics, and consulting.

This course introduces students to traditional Indian health systems such as Ayurveda, Yoga, Naturopathy, and Siddha. It emphasizes preventive healthcare, balanced living, nutrition, stress management, and holistic well-being. Learners gain an appreciation of indigenous knowledge systems and their relevance in promoting physical, mental, and emotional wellness.  

This course develops students’ ability to critically evaluate media content and information sources. It focuses on identifying bias, misinformation, and persuasive techniques while enhancing analytical and reasoning skills. Learners become responsible media consumers capable of making informed judgments in an increasingly digital and information-rich environment.

This course explores India’s contributions to science, engineering, and technology from ancient to modern times. Students learn about indigenous innovations, scientific heritage, and emerging technological developments. The course fosters appreciation of India’s achievements while encouraging awareness of future opportunities in science and technology.

This course introduces students to emerging technologies such as artificial intelligence, blockchain, cloud computing, Internet of Things, and data analytics. Learners explore their applications and business impact. The course develops digital awareness and prepares students to adapt to technology-driven organizational environments.

This course examines the role of information systems in supporting organizational decision-making and operations. Students learn about databases, business intelligence, information management, and digital technologies. The course develops an understanding of how information systems improve efficiency, planning, coordination, and strategic management.

This course introduces integrated business systems such as ERP, CRM, and cloud-based platforms. Students learn how enterprise technologies streamline processes, improve collaboration, and support decision-making. The course develops practical knowledge of digital systems that drive operational efficiency and organizational performance.

This course develops creative problem-solving and innovation skills using human-centered design principles. Students learn to identify user needs, generate ideas, develop prototypes, and evaluate solutions. The course promotes creativity, collaboration, and entrepreneurial thinking, preparing learners to address complex challenges effectively.

This course provides an understanding of ethical leadership, accountability, transparency, and governance practices in organizations. Students explore the roles of boards, stakeholders, and regulatory bodies. The course highlights the importance of responsible management and governance in achieving sustainable organizational success.

This course enables students to apply classroom learning in practical settings through internships or industry-oriented projects. Learners gain professional exposure, problem-solving experience, and workplace skills. The course bridges theory and practice while enhancing employability, industry readiness, and professional competence.

The Major Project allows students to conduct an in-depth study of a business issue or opportunity. Learners apply analytical and research skills to investigate real-world problems and develop solutions. The course integrates knowledge gained throughout the programme and strengthens project management capabilities.

This course provides students with an opportunity to undertake independent research on a selected topic. Learners develop skills in research design, data analysis, academic writing, and critical evaluation. The dissertation demonstrates the ability to apply theoretical knowledge and research methods effectively.

This course provides an understanding of environmental issues, ecological systems, and sustainable development. Students explore topics such as climate change, biodiversity conservation, pollution control, and resource management. The course promotes environmental awareness and encourages responsible actions that contribute to sustainability and long-term ecological well-being.

This course introduces the structure, principles, and values of the Constitution of India. Students learn about fundamental rights, duties, governance institutions, and democratic processes. The course promotes constitutional literacy, civic responsibility, and an understanding of the legal framework that guides governance and citizenship.

This course focuses on developing spiritual and emotional intelligence through yoga, mindfulness, and self-awareness practices. Students learn techniques for stress management, emotional balance, resilience, and personal growth. The course enhances overall well-being, interpersonal effectiveness, and performance in both personal and professional settings.

This course examines the external factors affecting business operations, including economic, political, legal, social, and technological influences. Students gain insights into public policy and regulatory frameworks. The course helps learners understand how organizations respond to environmental changes and policy developments.

This course strengthens professional communication skills required in business settings. It focuses on advanced written, oral, interpersonal, and digital communication. Students develop competencies in presentations, business correspondence, report writing, and workplace interactions, enhancing their confidence and effectiveness in professional and organizational environments.

This elective enables students to explore contemporary and interdisciplinary areas of interest. Depending on the chosen option, learners gain knowledge in artificial intelligence applications, diversity and inclusion practices, digital ethnography, or other approved online learning opportunities, broadening perspectives and enhancing professional competencies.

This course introduces students to the fundamentals of the travel and tourism industry. Topics include tourism products, destination management, hospitality services, and tourism marketing. Learners gain an understanding of the sector’s economic and social significance while exploring emerging trends and career opportunities.

This course introduces research methods, data collection techniques, and ethical research practices. Students also learn the fundamentals of intellectual property rights, including patents, copyrights, and trademarks. The course develops research competence and awareness of legal mechanisms for protecting innovation and creative work.