Bachelor of Arts (Honours) Marketing Management

Course Overview

This programme is specifically designed to provide:

• An understanding of theories and concepts that underpin effective marketing and the practical skills required to start a career in marketing.
• Exposure to key areas including customer lifestyles and behaviour, customer values, marketing communications, international marketing, marketing decision-making and marketing management.
• A combination with other marketing and general business modules allowing students to gain a clear understanding of the vital role of marketing within the business context.
• Exposure to how the marketing discipline makes its impact in a variety of contexts.

MORE THAN JUST A MARKETING MANAGEMENT DEGREE

You have the exciting opportunity of enrolling for the APU-CMI Dual Accreditation by registering for a qualification through APU. Students under Bachelor of Arts (Honours) in Marketing Management will have the option to also opt-in for a CMI L5 Certificate in Management and Leadership which will be awarded subject to moderation by CMI.

APU is an approved partner of the Digital Marketing Institute (DMI).Highly acclaimed and globally recognised across the digital marketing sector, the Digital Marketing Institute (DMI) is the gold standard in digital marketing certification and works to support today’s marketers in achieving their full professional potential. DMI is the world’s leading provider in Digital Marketing Courses, with a proven track record in transforming the skills of digital professionals to help build successful careers and promote continuous learning, to shape the workforce of the future.

Achievement

APU-DMU Dual Degree Scheme.

Curriculum

DEGREE LEVEL 1

Students will learn fundamental skills required by every business management professional, and the basic understanding of the context within which business operate - Management, Law, Accounting, Economics, Entrepreneurship, Marketing, People Management and Accounting. We will also expose them towards business & communication skills, computing & IT skills and quantitative skills, independent learning. All Business Management programmes have a common first year so that they will get a solid grounding in business management theories and practices.

Common Modules

• Introduction to Management
• Accounting Skills
• Business and Communications Skills
• Business Economics
• Business Law
• Digital Thinking and Innovation
• Fundamentals of Entrepreneurship
• Marketing
• People Management
• Quantitative Skills

DEGREE LEVEL 2

A broader range of skills will be learnt, in which students will gain better understanding of functional management and business management, with specialised focus on Information (Research & Advertising), Electronic Marketing, Customer Relations and Creativity & Innovation. We will further nurture their independent learning to prepare them for the workplace and for further researches.

Common Modules

• Business Ethics and Governance
• Innovation Process
• International Culture and Communications
• Business Research Methods

Specialised Modules

• Marketing Intelligence and Research
• E-Commerce
• Behavioural Science in Organisation
• B2B Marketing
• Digital Marketing
• Delivering Customer Value
• Critical Thinking in Management
• Consumer Behaviour

INTERNSHIP (16 WEEKS)

Students will undertake an Internship/Industrial Training for a minimum period of 16 weeks to prepare them for a smooth transition from the classroom to the working environment.

DEGREE LEVEL 3

Students will make use of their previous studies and industrial experience to extend their familiarity in marketing strategies, discovering new opportunities, exploiting competitive advantage and decision making processes, with aims to groom them as marketing specialist. A final year project requires them to explore a topic individually – they will demonstrate their academic and practical aspects of their ability in the chosen area of study.

Specialised Modules

• Brand Management
• Building Customer Relationship
• Global Marketing
• Integrated Marketing Communications
• Venture Building
• Digital Strategy and Analytics
• Investigations in Marketing Management
• Marketing Decision Making
• Marketing Management Project
• Strategic Marketing Planning
• Retail Marketing Management
• Leadership Theory and Practice

Note: The specialism will appear only in the academic transcript.

MQA Compulsory Subjects*

• Appreciation of Ethics and Civilisation (M’sian Students)
• Malay Communication Language (Int’l Students)
• Philosophy and Current Issues
• Workplace Professional Skills
• Integrity and Anti-corruption
• Co-Curriculum

(*All students are required to successfully complete these modules as stipulated by the Malaysian Qualification Agency)

Entry Requirements

* The requirement to pass Mathematics and English subjects at STPM, A-Level and UEC can be waived should the qualifications contain Mathematics and English subjects with equivalent/higher achievement.

Please note that under Ministry of Higher Education regulations, only students who have achieved the minimum requirement in the English Language proficiency assessment as indicated above will be allowed to continue their studies in the main study programme. Students who do not have the required English Language achievement may apply for a student visa on conditional basis and are allowed to enrol in an English Language Certification programme at APU upon arrival in Malaysia and, subsequently, appear for the IELTS/TOEFL/PTE/MUET assessment.

Students who are unable to obtain the required level of English Competency during the maximum 12 months’ period, will not be allowed to pursue their studies in the main programme and will have to return to their home country.

Students from English speaking countries and those with qualifications taught in English (IGCSE, A-Levels, IB, American High School Diploma etc) are exempted from English requirements. Applications for exemption must be accompanied by supporting documents.

Note: The above entry requirements may differ for specific programmes based on the latest programme standards published by Malaysian Qualifications Agency (MQA).

The qualification and entry requirements for the programmes will be determined based on the "Comparison List of Equivalency of International Qualifications with SPM (O-Levels equivalent) and STPM (A-Levels equivalent)" published by Malaysian Qualifications Agency (MQA).

Career Prospects

• Advertising & Promotions Manager
• Marketing Communications Manager
• Brand Manager
• Customer Service Manager
• Marketing Manager
• Retail Manager
• Sales Manager
• Product Manager
• Marketing Director
• Content Marketing Specialist