BS Digital Media Marketing

BS Digital Media Marketing (BS-DMM) programme is specifically designed to address the sudden need for qualified digital marketing professionals owing to the recent boom in social media platforms and the reliance of society on them. The degree provides the students with the fundamentals of understanding life in general, the basics of working in the media industry, specifics of the digital marketing field, and exploration of knowledge in diverse fields to round out their education. Students will gain this knowledge by engaging in understanding, creating, processing, and manipulating digital content through modern technologies to bring about effective communication through a combination of theoretical and practical challenges that will enhance whatever skill set with which they begin. Graduates with the BS-DMM degree can pursue several career lines, such as digital marketing, web design, and digital graphic design, among others.

Vision

To provide quality education in Digital Media for engagement in and growth of the field of Digital Marketing and create interdisciplinary leaders.

Mission

BS-DMM incorporates a blend of theoretical and practical education in Digital Media that develops intellectual potential through modern collaborative pedagogy, enabling forward-looking critical thinkers and leaders to grow professionally.

Degree Structure

The degree is subdivided into the following course categories: General Education, Foundation, Major, and Minor/Elective.

Category	No. of Courses	Credit Hours
General Education	11	33
Foundation	15 + 1	45
Major	14	42
Minor/Elective	4	12

General Education courses are required by HEC for all undergraduate degrees. The BS‑CMS degree includes 11 such courses for a total of 33 credit hours.

Design Fundamentals
English
Pakistan Studies
Communication Studies
Islamic Studies
Media Writing
Maths & Stats
Philosophy
Media Psychology
Sociology
Research Methods

Foundation courses are those that provide the students grounding in the world of media and include courses from the fields of art, design, marketing, and software. BS‑CMS degree includes 13 such courses for 39 credit hours + 1 non-credit hour Internship course.

Art, Design & Film History
Drawing & Perspective
Multimedia Foundation
Art of Music
Digital Graphics
Presentation Skills
Digital Photography
Concept & Content Development
Camera & Lighting Techniques
Digital Audio Video
Digital Marketing Fundamentals
Drama & Theatre
Media Laws & Ethics
Radio Programming & Production
Internship (non-credit hour course)

Digital Media Marketing Major courses are those that give the students an understanding of the necessary theoretical and practical knowledge to make a successful career in this field. The courses have been conceptualized and developed with industry professionals and current practitioners. BS‑DMM degree includes 12 such courses for 36 credit hours, as well as a 2 course, 6 credit hour theses, as follows:

Brand Management
Business Intelligence
Consumer Behaviour
Database Principles
Digital Media Foundation
Digital Marketing Strategy
Integrated Marketing Communications
Media Laws & Ethics
Strategic Marketing
UX/UI Development
Web Development
Thesis I – Digital Media Marketing
Thesis II – Digital Media Marketing

Minor/Elective

The degree has been structured in such a way that students can take advantage of minors in a degree that has been approved by HEC. BS-DMM degree has 4 courses that have been dedicated to doing a minor or taking electives. If a student passes all 4 courses from a single specialization, it will be considered as a minor. Students also have the option of taking courses from multiple specializations, in which case these 4 courses will be counted as electives. BS-DMM students will be able to take minors/electives in the following fields from an extensive list of 60+ courses:

Communication Design
Film & TV
Journalism
Social Media Content & Monetization
Digital Audio Production
VFX

Minimum A Levels: 3 passes from a recognised institution with an equivalency certificate issued by the Inter Board Committee of Chairmen (ibcc.edu.pk), OR
Intermediate pass or equivalent with equivalency certificate issued by the Inter Board Committee of Chairmen (ibcc.edu.pk)
Merit will be decided upon basic admission criteria. However, the final list will be based on the evaluation of the ZCOMS entrance test scores and interviews.

BS-DMM (DIGITAL MEDIA MARKETING)
SEMESTER 1
S.No.	COURSE	CATEGORY
01	ISLAMIC STUDIES / MORAL ETHICS	GE (ISLAMIC STUDIES)
02	FUNCTIONAL ENGLISH	GE (FUNCTIONAL ENGLISH)
03	DESIGN FUNDAMENTALS	GE (ARTS & HUMANITIES)
04	MEDIA HISTORY	MAJOR (PRIMARY/FOUNDATION)
05	DRAWING & PERSPECTIVE	MAJOR (PRIMARY/FOUNDATION)
06	MULTIMEDIA FOUNDATION	MAJOR (PRIMARY/FOUNDATION)
SEMESTER 2
07	PAKISTAN STUDIES	GE (IDEOLOGY PAKISTAN)
08	INFORMATION & COMMUNICATION TECHNOLOGIES	GE (ICT)
09	SOCIOLOGY	GE (SOCIAL SCIENCES)
10	ART OF MUSIC	MAJOR (PRIMARY/FOUNDATION)
11	DIGITAL GRAPHICS	MAJOR (PRIMARY/FOUNDATION)
12	DIGITAL PHOTOGRAPHY	MAJOR (PRIMARY/FOUNDATION)
SEMESTER 3
13	EXPOSITORY WRITING	GE (EXPOSITORY WRITING)
14	QUANTITATIVE REASONING 1	GE (QUANTITATIVE REASONING)
15	CONCEPT & CONTENT DEVELOPMENT	MAJOR (PRIMARY/FOUNDATION)
16	CAMERA & LIGHTING TECHNIQUES	MAJOR (PRIMARY/FOUNDATION)
17	DIGITAL AUDIO VIDEO	MAJOR (PRIMARY/FOUNDATION)
18	DIGITAL MARKETING FUNDAMENTALS	MAJOR (PRIMARY/FOUNDATION)
SEMESTER 4
19	QUANTITATIVE REASONING 2	GE (QUANTITATIVE REASONING)
20	ENVIRONMENTAL STUDIES	GE (NATURAL SCIENCE)
21	DRAMA & THEATER	INTERDISCIPLINARY
22	EDITING & GRADING	MAJOR (PRIMARY/FOUNDATION)
23	MARKETING MANAGEMENT	MAJOR (SPECIALIZATION)
24	E-BUSINESS ESSENTIALS	MAJOR (SPECIALIZATION)
SUMMER
25	INTERNSHIP (CIVIC)	GE (CIVICS)
SEMESTER 5
26	MEDIA WRITING	INTERDISCIPLINARY
27	MEDIA LAWS & ETHICS	MAJOR (PRIMARY/FOUNDATION)
28	RADIO PROGRAMMING & PRODUCTION	MAJOR (PRIMARY/FOUNDATION)
29	WEB DEVELOPMENT	MAJOR (SPECIALIZATION)
30	DIGITAL MEDIA FOUNDATION	MAJOR (SPECIALIZATION)
31	INTEGRATED MARKETING COMMUNICATIONS	MAJOR (SPECIALIZATION)
SEMESTER 6
32	MEDIA PSYCHOLOGY	INTERDISCIPLINARY
33	RESEARCH METHODS	MAJOR (PRIMARY/FOUNDATION)
34	BRANDING DESIGN	MAJOR (SPECIALIZATION)
35	MEDIA PLANNING	MAJOR (SPECIALIZATION)
36	SOCIAL MEDIA CONTENT PRODUCTION	MAJOR (SPECIALIZATION)
37	UX/UI DEVELOPMENT	MAJOR (SPECIALIZATION)
SUMMER
38	INTERNSHIP	FIELD EXPERIENCE
SEMESTER 7
39	ENTREPRENEURSHIP	GE (ENTREPRENEURSHIP)
40	HEALTH & WELLNESS	INTERDISCIPLINARY
41	CONTENT MANAGEMENT SYSTEM	MAJOR (SPECIALIZATION)
42	BUSINESS INTELLIGENCE	MAJOR (SPECIALIZATION)
43	ELECTIVE	MAJOR (ELECTIVE)
44	THESIS I – DIGITAL MEDIA MARKETING	CAPSTONE PROJECT
SEMESTER 8
45	GENERATIVE AI	MAJOR (PRIMARY/FOUNDATION)
46	ELECTIVE	MAJOR (ELECTIVE)
47	THESIS II – DIGITAL MEDIA MARKETING	CAPSTONE PROJECT

Employer Category

Digital Marketing Agency
Advertising Agency
PR Agencies

Student Designations after Graduation (BS-DMM)

Digital Marketer
Content Strategist
SEO Specialist
Social Media Manager
Marketing Manager
Paid Ads Manager

Graduates will gain expertise in digital marketing strategies, including social media management, content creation, SEO, and data analytics. They will learn to develop and execute marketing campaigns, analyse consumer behaviour, and use digital tools to enhance brand visibility. The programme emphasises creativity, critical thinking, and effective communication to engage target audiences. Students will also understand ethical marketing practices, e-commerce trends, and emerging digital technologies. By the end of the programme, graduates will be prepared to optimise online presence, drive business growth, and adapt to the evolving digital landscape in various industries.

Description	Amount
Admission Fees	10,000
43 Courses	15,000 per course & 1,000 per exam
Security Deposit	10,000
Activity Fee	10,000 per year
Thesis 1	20,000 thesis 1 & 5,000 thesis jury
Thesis 2	20,000 thesis 2 & 5,000 thesis jury
Note: Any additional taxes imposed by the government will be the liability of the students/parents/guardian. The University reserves the right to increase the fees if required according to the recommendation of the Governing Body. Advance fees are to be paid semester-wise. All dues need to be cleared within two weeks of the commencement of the academic year. A 2% surcharge per month will be levied on outstanding fees after the due date.

BS Digital Media Marketing

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