Bachelor of Marketing (Digital and Communication)

Programme details and curriculum information

The School of Marketing and Digital Communication prepares students for careers in marketing, advertising, and digital media. Programs cover topics such as digital marketing strategies, consumer behavior, and brand management. The Bachelor of Marketing (Digital and Communication) is offered in the School of Business Management and aims to provide students with a comprehensive understanding of marketing principles and practices, with a specific focus on digital and communication strategies. The programme's aims are as follows:
1. Develop a strong foundation in marketing: The programme aims to equip students with a solid understanding of marketing concepts, theories, and techniques. Students will learn about market research, consumer behavior, branding, and product development.
2. Focus on digital marketing: The programme particularly emphasizes digital marketing strategies and techniques. Students will learn how to leverage digital channels such as social media, search engine marketing (SEM), search engine optimization (SEO), content marketing, email marketing, and digital advertising to reach and engage target audiences.
3. Explore communication strategies: Effective communication is essential in marketing. The programme aims to develop students' communication skills and teach them how to create persuasive marketing messages, develop integrated marketing communication plans, and manage public relations.
4. Foster critical thinking and analytical skills: The programme aims to develop students' ability to think critically and analyze marketing problems and opportunities. Students will learn how to conduct market research, analyze data, interpret consumer insights, and make informed marketing decisions.
5. Enhance creativity and innovation: Marketing requires innovative thinking and creative problem-solving. The programme aims to foster students' creativity and encourage them to develop innovative marketing strategies and campaigns.
6. Promote ethical and socially responsible marketing: The programme aims to instill a sense of ethical responsibility in marketing practices. Students will learn about ethical considerations in marketing, including consumer privacy, data protection, and social responsibility guided by GNH principles. 7. Provide practical skills and industry exposure: The programme aims to equip students with practical skills that are relevant to the marketing industry. Students will have opportunities to work on real-world marketing projects, internships, and industry placements to gain hands-on experience and exposure to the marketing profession.
Overall, the Bachelor of Marketing (Digital and Communication) programme aims to prepare students for various marketing roles in various industries, where they can apply their knowledge of digital marketing, communication strategies, critical thinking, and ethical practices to drive business success.

Semester 1
Module Code Module Title Credits Category
MGT101 Business Environment 12 Core
BLA101 Business Law and Governance 12 Core
BIM101 Information Technology for Business 12 Core
MKT101 Principles of Marketing 12 Core
ENG101 English for Business Communication 12 Core
Semester 2
Module Code Module Title Credits Category
DZG102 Dzongkha for Business Communication 12 Core
ECN103 Business Economics 12 Core
MKT102 Introduction to Consumer Behaviour 12 Core
BMS102 Business Statistics 12 Core
BIM102 Introduction to UI/UX Design for Marketing 12 Core

Semester 1
Module Code Module Title Credits Category
HCM101 Principles of Human Capital Management 12 Core
RES101 Research Methods in Business 12 Core
MGT202 Management Theory and Practice 12 Core
MKT203 Foundations of Digital Marketing 12 Core
MKT204 Marketing Communication Design 12 Core
Semester 2
Module Code Module Title Credits Category
FIN208 Accounting and Financial Management 12 Core
MKT205 Digital Advertising 12 Core
MKT206 Product and Price Management 12 Core
MKT207 Brand Management and Visual Identity 12 Core
EDP101 Entrepreneurship 12 Elective

Semester 1
Module Code Module Title Credits Category
MKT308 International Marketing Techniques 12 Core
MKT309 Retail and Distribution Management 12 Core
MKT310 Digital Advertising Strategies 12 Core
MKT311 Advanced Digital Marketing Strategies 12 Core
MKT312 Strategic Marketing Management 12 Core
Semester 2
Module Code Module Title Credits Category
PIP301 Professional Internship 60 Core

Semester 1
Module Code Module Title Credits Category
RES402 Research Project 12 Core
MKT413 Customer Relationship Management 12 Core
MKT414 Qualitative Marketing Research 12 Core
MGT410 Theory and Practice in Consulting 12 Core
MKT415 Digital Marketing Analytics 12 Core
RES403 Industrial Project 36 Core
MKT416 Sales Management 12 Core
MKT417 GNH Principles for Marketing 12 Core
All applications for the undergraduate business programme at GCBS shall be accepted after fulfilling the entry requirements of the programme. The shortlisting of applicants for the GCBS entrance test (GET) will be on merit ranked based on their academic achievements in class XII ability rating points. Application is open to students of all streams (Commerce, Arts & Sciences) who fulfil the eligibility and Ability Rating criteria. The details are set out in the following table.

Eligibility Criteria Ability Rating Points & Selection Criteria Class XII passed students with a minimum of 45% in English & pass in Dzongkha and Mathematics / Business Mathematics Applicants will be merit ranked based on the following subject ability rating points: Business and Entrepreneurship/Economics/ Physics/Chemistry/Biology – 5 English – 4 Maths/B. Maths – 3 Dzongkha – 2 Any one other subject – 1 Shortlisted applicants are required to sit for the GCBS Entrance Test (GET). Selection will be done based on the following criteria: 60% of Ability Rating Points as specified above, 40% GET (Personal Statement, Personality Trait & Aptitude Test)
  • Duration: 4 Years
  • Mode of Delivery: On-Campus
  • Total Intake: 60
  • Award: Degree