BBA Digital Technologies

Overview

Mahindra University’s School of Management aspires to be a new age business school, and will strive to achieve excellence across undergraduate and post-graduate levels. It will start off by offering undergraduate programs in finance, economics and business in 2021, and will launch Masters programs in multiple formats (full time, part time and modular) as well as a PhD program over the coming years. Besides fostering a student-centered learning environment, the School will seek to achieve excellence in both knowledge dissemination (teaching and writing for practitioners) as well as knowledge creation (research published in high quality international peer-reviewed journals).

Mahindra University is among the first institutions in the country to transform the way millennials are studying by combining AI and EI to optimize learning in each of its Schools. Mahindra University aims to energize, challenge and shape young minds to help them become “Global Thinkers. Engaged Leaders.”

BA LLB Program
Digital Technologies and the Transformation of the Business Landscape
Digital Technologies and the Transformation of the Business Landscape

“Worldwide IT spending is projected to total $3.9 trillion in 2021, an increase of 6.2% from 2020, according to the latest forecast by Gartner, Inc. Worldwide IT spending declined 3.2% in 2020 as CIOs prioritized spending on technology and services that were deemed “mission-critical” during the initial stages of the pandemic” – Gartner 2020

“Dentsu Digital Report 2021 reveals that digital media will grow at 20% to reach a market size of Rs 18,938 crore by 2021 and with a CAGR of 22.47% to reach Rs. 23,673 crore by 2022.” – Business Insider 2020

The digital economy has unlocked new opportunities for the business world, while simultaneously creating new areas of competition in both traditional and new sectors of the economy. Companies are increasingly turning digital in order to cut costs, enhance performance, deliver new products and services and adopt new business models that were not possible before.

https://www.gartner.com/en/newsroom/press-releases/2020-01-25-gartner-forecasts-worldwide-it-spending-to-grow-6-point-2-percent-in-2021

https://www.businessinsider.in/advertising/ad-agencies/news/indian-digital-media-will-grow-at-20-to-reach-a-market-size-of-rs-18938-crore-by-2021-dentsu-digital-report-2021/articleshow/80688039.cms

As organizations adapt to this new reality, they increasingly seek employees (at every level) with ‘digital thinking’, who are comfortable with digital tools and technologies, understand the digital landscape, and can apply these skills to everyday work.

BBA Digital Technologies is specifically designed for students that would like to build a career the exciting world of digital. It prepares students for digital skills/tools that are highly sought after by the industry at every level.

The program envisions digital skills along five dimensions. The detailed curriculum is given at the end of the document.

Some of the potential job roles for which students of this program will be qualified include:

  • Business Analyst in IT firms
  • Ecommerce analysts and category managers (in Ecommerce firms and FMCG firms)
  • Digital Marketing strategy and operations (across several industries, both B2B and B2C)
  • Consultants

Program

Highlights

  • Comprehensive business foundations (in finance, accounting, operations, marketing, OBHR, strategy)

  • Specialize in digital business with focus on information systems, digital marketing, ecommerce, and data analytics and visualization

  • 3 week international immersion in Cornell University, Ithaca, NY

  • Focused on creating industry-ready graduates who can work in ecommerce, digital marketing, business analysis and technology industries

Who should

take this program?

  • Students with PCM majors who aspire careers in technology without an engineering degree

  • Students with non-PCM majors (Biology, commerce, etc) who are looking for a career shift into the technology domain including areas related to ecommerce and digital marketing (with a solid foundation for MS programs in technology/business, MS in digital marketing, MS in business analytics, MS in cybersecurity)

  • Helpful to students from a family business backgrounds who plan to use this as a springboard for modernization and digitization of their family businesses.

Important Details

Eligibility Criteria Batch Size Tuition Fee
  • The program is a technology intensive degree focusing on ‘application of technology to businesses.
  • Students with any major in +2 with a minimum of 85% qualify
  • Excellent communication skills (verbal and written) will be helpful
 30 students INR 3.5 lacs tuition fee; food, accommodation and international immersion will be extra

Key

Differentiators

  • One of the very few BBA programs of its kind in India that provides a solid grounding in business disciplines as well as in digital technologies

  • Only program with an IVY LEAGUE collaboration – Cornell faculty help in designing the program, will teach in the program and Cornell will host our students on their Ithaca, NY Campus.

  • Focused on creating industry-ready graduates who can work in data rich industries such as retail (online and offline), fast moving consumer goods, banking, financial services and insurance (BFSI), consulting, travel and hospitality, etc.

  • We also expect demand for the skills and competencies provided by this program to grow in the digital startup ecosystem, technology firms and the burgeoning ecommerce and digital marketing industry in India.

Curriculum

Note:

Semester 1 & 2 cover common core curriculum that is common across all the three programs and lays the fundamental business foundations for all the students.
Subsequent semesters cover two types of courses:

  1. Program core that prepares students for the advanced topics in each program (e.g., digital marketing & social media)
  2. Specialization courses that provide advanced training to the students in each program
Year 1: Semester 1 Year 1: Semester 2
Micro-Economics Macro- Economics
Financial Accounting Principles of Marketing-I (4Ps & Consumer Behavior)
Introduction to Statistics Introduction to Finance
Principles of Management Basics of Computers and Computing
Business Communication (2) Ethics, CSR and Sustainable Business
Spreadsheet Modeling for Decision Making (2) Database Management Systems with SQL
Critical Thinking (1) Entrepreneurship (1)
SUMMER I: INTERNATIONAL IMMERSION IN CORNELL UNIVERSITY, ITHACA, NEW YORK
Year 2: Semester 3 Year 2: Semester 4
Research Techniques  (Secondary methods) Programming with Python
Content Development & Story Telling for Business Principles of Ecommerce (Platforms, revenue models, WMS, OMS)
Online advertising, Campaign building, Web analytics Finance – II (Financial Tech, Payment systems)
Management Information Systems Marketing -II (Advert Tech – DSP, SSP, DMP & Traditional media)
Digital Marketing & Social Media Engagement Data Warehousing, BI and Visualization (Tableau)
UI/UX Fundamentals Business Law
 SUMMER II: INDUSTRY INTERNSHIP
Year 3: Semester 5 Year 3: Semester 6
Analytics – Marketing and Finance (CLTV, CSAT) Production & Operations Management
CX Management Global Business
Strategy & Business policy Capstone Course
Connected Technologies (IOT models, Cloud, Privacy) Program Management
Management Consulting Methods Business Analysis in Technology Firms
GRADUATION & STUDENT SKILL PORTFOLIO

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