Overview
The Bachelor of Commerce (Digital Marketing) program combines a strong commerce foundation with immersive digital marketing training. Students learn search engine optimization (SEO), search engine marketing (SEM), content strategy, social media and e-commerce marketing, all while understanding financial, legal and ethical frameworks. The curriculum is highly practical and portfolio-driven: students run live campaigns, build analytics dashboards and compile case studies. Graduates leave with a professional portfolio and the skills to drive digital growth in any organization.
What You’ll Learn
- Plan, execute and optimize end-to-end SEO, SEM and paid social media campaigns.
- Analyze consumer behavior and customer journeys across digital channels to inform marketing strategy.
- Use web and social media analytics tools to generate insights and improve campaign performance.
- Design and implement growth experiments and omnichannel strategies for customer acquisition and retention.
- Apply budgeting, financial planning and ROI analysis to marketing spend and campaign results.
- Develop brand strategy, media plans and integrated marketing communications for target audiences.
- Collaborate in teams to deliver client-ready campaigns, performance dashboards and analytical reports.
Practical Skills
- Commerce foundation: Core courses in financial accounting, corporate finance, taxation and business law.
- Commerce foundation: Core courses in financial accounting, corporate finance, taxation and business law.
- Analytics & optimization: Web and social media analytics, A/B testing, dashboard creation and campaign performance optimization.
- Content & branding: Content marketing strategy, social media management and brand experience design.
- Digital technology: Marketing automation, digital commerce fundamentals and data privacy/security in marketing.
- Entrepreneurship: Courses on entrepreneurship and startup management tailored for digital ventures.
- Internship : The final semester is entirely devoted to internships and capstone projects with partner companies (digital agencies, e-commerce brands, startups or in-house marketing teams). Students are embedded in live projects — from content creation and paid-media execution to analytics and SEO audits — applying classroom skills to real business outcomes.
Career Pathways
- Digital Marketing Executive
- SEO/SEM Specialist
- Social Media Manager
- Content Strategist
- Growth Marketing Analyst
- E-commerce Marketing Manager
- Brand & Campaign Manager
- Marketing Analytics Specialist
- Digital Marketing Consultant
Programme Education Objectives
| PEOs | Programme Educational Objectives |
|---|---|
| PEO1 | To equip graduates with a broad, industry-relevant foundation in accounting, finance, taxation, costing, banking, marketing and business operations, together with specialised capabilities in digital marketing—including content strategy, SEO/SEM, social media management, e-commerce and customer-journey analytics—so they can perform effectively in diverse entry-level roles across industry, services, public practice and digital marketing functions, and pursue entrepreneurial or professional pathways. |
| PEO2 | To instil knowledge of legal, regulatory and ethical frameworks for digital commerce, including data privacy, advertising standards, platform governance and cybersecurity considerations. |
| PEO3 | To develop expertise in marketing analytics, web and social metrics, A/B testing, attribution models and automation tools to support data-driven campaign optimisation. |
| PEO4 | To cultivate creative communication, content production, campaign planning and stakeholder presentation skills needed for agency, in-house and entrepreneurial marketing roles. |
| PEO5 | To foster growth-marketing mindsets, project-based campaign execution, internships and continuous certification in emerging areas such as marketing automation, conversational AI and performance marketing and other emerging areas incidental to digital marketing. |
Programme Outcomes (POs)
| POs | Programme Outcomes |
|---|---|
| PO1 | Apply core principles of accounting, finance, taxation, costing, marketing and business operations to prepare, interpret and validate business records and reports, and apply digital marketing frameworks and channel tactics (SEO/SEM, social, email, e-commerce) with analytics tools to design, implement and evaluate measurable marketing initiatives. |
| PO2 | Analyse web, social and campaign data using analytics platforms and modelling techniques to optimise marketing performance. |
| PO3 | Create and present integrated content strategies, creative assets and client-ready campaign reports. |
| PO4 | Evaluate digital marketing activities against legal, ethical and privacy requirements and ensure compliance with platform and consumer protection norms. |
| PO5 | Design and execute applied campaigns, internships or entrepreneurial initiatives that demonstrate results-orientation and continuous upskilling. |
Programme Structure
| Semester I | Semester II | Semester III | Semester IV | Semester V | Semester VI |
|---|---|---|---|---|---|
| Language I (Kannada: Saahitya Sourabha - I / Hindi: Gadya Varidhi / Additional English: Translations selected from South India) | Language I (Kannada: Saahitya Sourabha - II / Hindi: Gadya Kalash/ Additional English: Translations selected from East and North East India) | Language I (Kannada: Saahitya Dhaare - I / Hindi: Kavya Sudha/ Additional English: Translations selected from Central and West India) | Language I (Kannada: Saahitya Dhaare - II / Hindi: Khand Kavya-Shabari/ Additional English: Translations selected from North India) | Income Tax - II | Information Technology and Supply Chain Management or Retail Merchandising and Category Management |
| Language II (Generic English: Readings from Literature and Language Skills) | Language II (Generic English: Interpretations of Literature and Language Skills) | Language II (Generic English: Perceptions of Literature and Language Skills) | Language II (Generic English: Insights from Literature and Language Skills) | Goods and Services Tax | |
| Financial Accounting - I | Financial Accounting - II | Corporate Accounting - I | Business Law & Ethical Practices | eCommerce Marketing & Digital Growth Strategy | |
| Corporate Administration | Consumer Behaviour | Service Marketing | Web & Social Media Analytics | Content Strategy & Social Media Management | Green Supply Chain Management or Strategic Marketing |
| Digital Marketing Fundamentals | Inbound Marketing | Outbound Marketing | Financial Management | Fundamentals of Logistics and Supply Chain or Omnichannel Marketing | |
| Modern Management | Cost Accounting | BUMASTICS | Income Tax - I | Warehouse and Distribution Management or Integrated Marketing Communication | Internship Practicum / Capstone Project |
| Marketing in the Digital Economy | Entrepreneurship & Startup Management | Digital Transformation in Business or Market Analysis & Business Decision | Essentials of Business Analytics or Digital Commerce & Security | Business Research & Report Writing | |
| Constitution & Moral Values - I | Environmental Studies | Business Communication | Brand Management | - |
Eligibility Criteria
Candidates who have completed two-years pre-university programme of Karnataka State or its equivalent of any state or country are eligible for admission into this programme.
- Pass in 10 + 2 in formal commerce schooling with 50% and above will be eligible for BCom (Digital Marketing).
