The Internet supports a global ecosystem of social interaction. Modern life revolves around the network, with its status updates, news feeds, comment chains, political advocacy, omnipresent reviews, rankings and ratings. For its first few decades, this connected world was idealized as an unfettered civic forum: a space where disparate views, ideas and conversations could constructively converge. People love sharing their unfiltered opinion on social media considering it has always been a space for freedom of expression whether it’s a compliment for the brand or a complaint against them. Each individual is entitled to their opinion, no matter the impact it could have on the person or the brand on the receiving end. Brands today need to have a social media presence, period. It’s the easiest way to reach an exponentially large audience. And with all the positive aspects of this exposure, there also comes a negative side - the Trolls & Fake News!

Though ‘boycott culture’ is as old as social media, unfortunately, 2022 can be labelled a year of outrage as many brands were made to pull off their ads. Unfortunately, such trolls can heavily tarnish a brand’s image, also significantly impacting the brand’s marketing plans to promote any newly launched product or service. This also leads to the brand’s message getting lost in all the chaos created by these trolls. Similarly, brands can interact directly or indirectly with fake news. In some instances, brands are the victims of fake news and other times, the purveyors.

Amity University, a leading research & innovation driven university, has been ranked among the top 3% universities by QS and Times Higher Education, UK (the world’s leading university rankings organisations).The university is also Asia’s only not-for-profit university to be awarded US Regional Accreditation by WASC, USA and QAA, UK - setting a new standard of academic excellence in India. Amity has been ranked among the top universities globally for producing the most employable graduates in a survey conducted among 9,000 employers worldwide by Times Higher Education, UK.

Amity University is the flagship institution of Amity Education Group, established over 2 decades ago. Today, Amity has over 175,000 brilliant students across Pre-nursery to Ph.D. levels pursuing more than 400 Programmes in 90 diverse disciplines ranging from Management to Psychology, besides future focussed areas like Renewable Energy, Nuclear Science and Nanotechnology.

The Group is driven by its vision of building a Global Knowledge Network providing globally benchmarked education. Today the Group comprises of 11 Universities; 28 schools and 16 international campuses across London, Singapore, Dubai, New York, San Francisco, Amsterdam, Mauritius, Abu Dhabi, Sharjah, Tashkent, South Africa, besides India.

Amity’s relentless pursuit of excellence is reflected in its steadfast commitment and continuing investment towards cutting-edge research and innovation. For instance, Amity in the last four years has filed over 1,600 patents. It is also engaged in conducting over 400 hi-end Government funded as well as international research projects including those funded by Bill & Melinda Gates Foundation, USAID, and Leverhulme Trust, UK.

In the field of management, the University has developed over 3500 case studies in the past years that have been bought across 106 countries by 2300+ leading institutions and organisations like Harvard, Stanford, Oxford, McKinsey, and KPMG.

Amity has instituted an extensive scholarship programme, benefitting over 25,000 students so far. These brilliant students have filed 200 patents and published 1500+ Scopus-indexed research papers. Today the Amity community of outstanding students has exceeded over 120,000 alumni worldwide, who are successfully pursuing their career in top organizations or pursuing further studies at leading institutions in top global universities like Stanford, Oxford, Harvard and Columbia.

Ranked #1 by Times B-School rankings (2021) for its BBA programme, Amity School of Business is an institute where “passion is the differentiator” and we are passionate about grooming leaders who are not only thorough professionals but also good human beings with values and sanskars. Amity School of Business attempt to mould young minds with a bright vision of the future, driven by mission to make a difference in their future endeavours as values of commitment, integrity and perseverance are imbibed in them. The emerging competitive landscape of business has rendered the need for a new cadre of professionals with a global outlook. Amity believes in creating an environment where 'Modernity blends with tradition' and the culture at Amity School of Business is marked with high traditional values and is orated by the global perspectives. Facts like that we are the first wireless campus in India, to being the only partners in India with the University of Cambridge to offer their management modules, by offering a compulsory foreign language, the Amity Global Leaders Program (AGLP) and the option of a semester abroad gives our students a cutting edge over others and a truly world class platform to grow at the same time.

At Amity School of Business, we have a pool of dedicated faculty members and experts from the industry who create a friendly environment for learning. It is our conviction that “Excellence is not a skill, it is an attitude” and thereby while imparting this attitude, we blend theory and practice in an
optimal mix for overall enrichment of the students. Amity University has attained the rank of the best private business school in India because of all the corporate friends and mentors who give their time and wisdom to help groom our talented and exciting future managers.

Amity School of Business facilitates campus placements through a dedicated team. Amity students have been placed successfully in top organizations like Accenture, KPMG, EY, Deloitte and Zomato to name a few. Many students have fulfilled their start-up ambitions by establishing successful businesses through the Amity Innovation Incubator. Many brilliant students have joined leading universities in USA, UK and other parts of the world to pursue their Master’s Degree.

All in all, driven by the goal of nurturing tomorrow's leaders today, Amity's BBA programme is India's most comprehensive BBA programme.