BBA 304 Digital and Social Media Marketing Notes for GGSIPU BBA Sem 6

Written by Prateek Talwar, Founder, Unnati Educations · Reviewed by Sheetal Kirola, BBA and B.Ed (DU SOL), 6 years in BBA · Checked against BBA Scheme & Syllabus (NEP Based), revised w.e.f. 2024-25 · Updated 22 October 2026 · Editorial policy

Scheme: NEP scheme, revised w.e.f. 2024-25 | Applies to: batch admitted 2024-25 onwards | Verified against: BBAwef2024_25_200125.pdf (ipu.ac.in)

BBA 304 Digital and Social Media Marketing at a glance: GGSIPU BBA Sem 6 credits, units and exam pattern

BBA 304 is the only Ability Enhancement Course in the sixth-semester BBA scheme. Values below come from the official PDF.

It sits with BBA 302 and the electives under GGSIPU BBA Semester 6 papers.

BBA 304 Digital and Social Media Marketing Notes unit-wise: 43 solved short answers, 13 case studies and 24 diagrams across 4 units

These GGSIPU BBA Sem 6 Digital and Social Media Marketing notes run to 83 pages: six front pages, then one chapter per unit that ends with an Exam Corner, a revision table, a 10-term glossary and a HOTS case. Notes for other papers sit under GGSIPU BBA notes.

BBA 304 exam corner: 43 solved two-to-three-mark answers, 37 ten-to-fifteen-mark questions and 40 MCQs by unit

Short answers and MCQs are solved; long-answer questions are listed for practice.

1. Unit 1: What is ZMOT? Google's Zero Moment of Truth: online research (reviews, prices, videos) before buying.
2. Unit 2: Differentiate between single and double opt-in. Single adds the user at sign-up; double needs a confirmation click and proves consent.
3. Unit 3: What are negative keywords? Words that stop a search ad showing for irrelevant queries, such as "free" or "jobs".
4. Unit 3: Compare SEO and SEM. Which should a new start-up prefer? Compare cost, speed, duration, trust and control; conclude they work together.
5. Unit 4: Are Twitter and X different platforms? No. Twitter (2006) was acquired in 2022 and rebranded as X in July 2023.

The BBA 304 notes solve 43 two-to-three-mark questions across 4 units, list 37 ten-to-fifteen-mark practice questions and answer 40 MCQs, plus 13 case studies.

More practice will sit in the BBA 304 important questions.

Who writes and checks the BBA 304 digital marketing notes?

• Prateek Talwar, author. Founder, Unnati Educations; Associate Company Secretary (ACS), ICSI, since 2019; B.Com, University of Delhi (SOL). Author bio
• Sheetal Kirola, subject reviewer for BBA. BBA and B.Ed, University of Delhi (SOL); 6 years of experience in BBA. Reviewer bio

Our BBA 304 Digital and Social Media Marketing IPU notes were mapped topic by topic to the BBA scheme revised w.e.f. 2024-25. The 2026-27 edition reflects the July 2023 X rebrand, the CCPA dark-pattern guidelines, GA4 key events and INP as a Core Web Vital. Updated 22 October 2026 under our editorial policy.

The same team is building GGSIPU important questions for each course.

How to write BBA 304 answers: diagram-led ten-to-fifteen-mark theory answers, metric calculations and HOTS case replies

The notes' answer shape for long questions: definition, points under headings, a diagram, one Indian example, a conclusion. Most BBA 304 topics have a named definition (Chaffey, CMI, Tuten and Solomon) to quote.

• "Meaning, scope and importance": Chaffey definition, 6-8 features, the scope diagram, importance for business and customer (page 9).
• 7 Ps: show how each P changes online, not the textbook meaning (page 15).
• Website design: cover user requirements, design and structure, and content testing; writing only about colours is the common mistake (page 19).
• Analytics: separate vanity metrics (likes) from actionable ones (engagement rate, CTR, cost per result) (page 79).

Worked example (FitZone Gym HOTS case, page 66): ₹50,000 on broad-match "gym" ads gave 4,000 clicks and 20 memberships. CPC = 50,000 ÷ 4,000 = ₹12.5; cost per membership = 50,000 ÷ 20 = ₹2,500. Marks come from the diagnosis: "gym jobs" searches and out-of-city clicks mean poor targeting, so add negative keywords and a 3-5 km radius.

Practise this format on GGSIPU BBA important questions.

BBA 304 and the GGSIPU BBA Sem 6 papers it connects to

BBA 304 has no paired lab; every paper's units are in the GGSIPU BBA syllabus.

Semester 6 also has BBA 302 Business Policy and Strategy plus electives: BBA 310 Advertising & Brand Management and BBA 312 Principles of Event Management (Marketing), BBA 306 and BBA 308 (HRM), BBA 314 and BBA 316 (Finance), BBA 318 and BBA 320 (International Business), BBA 322 and BBA 324 (Entrepreneurship).

• Unit 4 influencer marketing → BBA 310 Unit IV celebrity endorsements.
• Unit 3 campaign planning and analytics → BBA 310 Unit II media planning and ad effectiveness.
• Unit 1 IIMC → BBA 102 Marketing Management (Sem 2) Unit III, Integrated Marketing Communication.
• Unit 3 mobile marketing and legal issues → BBA 112 E-Commerce (Sem 2) Unit IV, mobile commerce and regulation.

Legal issues and the DPDP Act 2023 in digital marketing: excerpt from page 61 of the BBA 304 notes

Do the BBA 304 notes cover the full GGSIPU syllabus?

Yes. Every topic under the four official BBA 304 units has a matching section in the notes; the unit check found no gap.

Official source: GGSIPU BBA Scheme & Syllabus (NEP Based), revised w.e.f. 2024-25. Check the topics, AEC category and 40 + 60 split yourself.

Every course in GGSIPU notes is mapped to its official PDF the same way.

BBA 304 digital marketing notes FAQs

Get the full BBA 304 Digital and Social Media Marketing Notes on WhatsApp

Inside: 24 diagrams, 13 case studies, 6 worked examples and a 40-term glossary. These Digital and Social Media Marketing notes in English come as a printed book only, not as a PDF. Delivery takes a maximum of 5 to 7 days, depending on your location.

Order the full BBA 304 notes book on WhatsApp (4 units, 83 pages)