Bachelor of Marketing (Honours)

Course Overview

Marketing is about buying and selling products or services for profitability. Good marketing will bring huge success to a company while bad marketing will bring failure. Marketing activities includes market research, product design and development, packaging, setting strategy, pricing, advertising, communicating, promoting, delivery channel, endorsement and etc. 

The Bachelor of Marketing (Honours) is developed with the aim to deliver to students and all-rounded knowledge and skills associated with marketing. Graduates who are well-versed in marketing are highly employable. The Alibaba.com Global Digital Talent (GDT) programme has empowered educators to teach students the practical hands-on in the ecosystem of cross-border e-commerce that meets the demands of the industry. Students will also have the opportunity to develop their digital marketing skills on Google platforms and obtain Google AdWords Certification through the Google Ignite programme.

Graduates of the Bachelor of Marketing (Honours) are eligible for certain exemptions from the professional examinations of ICSA and MACS. 

Achievement

The UTAR Bachelor of Marketing (Honours) is recognised by the following organisations

• Malaysian Association of Company Secretaries (MACS)
• The Chartered Institute of Management Accountants (CIMA), CGMA FLP 
• The Institute of Chartered Secretaries and Administrators (ICSA)

Curriculum

Year 1

• Accounting in Practice
• Corporate and Business Law
   
• Elective I
   
• English for Business
   
• Information Systems
   
• Management Principles
   
• MPU1*
   
• MPU1**
• National Language / Other Language​
   
• Principles of Macroeconomics
• Principles of Marketing​
   
• Principles of Microeconomics
   
• Quantitative Techniques I
   
• Quantitative Techniques II
   
•  

Year 2

• Brand Strategy​
• Co-Curriculum
• Consumer Behaviour ​
   
• Customer Relationship Management
• Elective II​
   
• Elective III
• English for Management
   
• Industrial Training​
• Logistics Management
   
• Marketing Analysis and Decision Making
   
• Marketing Research in Practice
• Principles of Retailing​
   
• Sun Zi's Art of War and Business Strategies

Year 3

• Business Ethics
• Business Finance​
   
• Digital Marketing​
• Elective IV
• Entrepreneurship
   
• Global Marketing​
• International Business
   
• Marketing Communication Strategy
• MPU Elective I​
   
• Research Project
   
• Service Management
• Strategic Marketing Planning and Control
   
•  

Elective I - Choose 1 course(s)

• Fundamentals of Digital Media Technology​
• Interpersonal Communication​
• Introduction to Internet of Things and its Applications​
   
•  

• Elective II - Choose 1 course(s)

  • Event Management
     
  • Financial Technology​
     
  • Introduction to Financial Prediction with Machine Learning in Python​
     
  • Operations Management​
     
  • Positive Psychology​
     

  •  

  • Elective III - Choose 1 course(s)

    • Applied eCommerce​
       
    • Confucianism And Modern Society
       
    • Digital Advertising​
    • Human Resource Management​
    • Information Technology In Customer Relationship Management​
       
    • Managing Information Systems​
       

•  

• Elective IV - Choose 1 course(s)

  • Business Analytics
  • Business-to-Business Marketing​
     
  • Digital Entrepreneurship​
  • Public Speaking and Oral Presentation
•  

MPU 1* - Choose 1 course

• Falsafah dan Isu Semasa - For Local Students 
• Bahasa Melayu Komunikasi 2 - For International Students 

MPU 1** - Choose 1 course

•  
• Philosophy and Current Issues - For International Students 
• Penghayatan Etika dan Peradaban  - For Local Students

•  

  • MPU Elective - Choose 1 course

    • Business and Society
    • Malaysian Economy

National Language/Other Languages - Choose 1 course(s)

• Bahasa Kebangsaan (A) - For Malaysian only, without SPM-BM credit
• Introduction to Chinese Language I
• Introduction to French
• Introduction to German Language
   
• Introduction to Japanese
• Introduction to Tamil Language

Co-curriculum - Choose 1 course(s)

• Art, Craft, and Design
• Arts and Cultural Performance
• Business Plan Writing & Preparation
   
• Community Project
   
• Critical Thinking, Creative Thinking and Problem Solving
   
• Language, Culture and Social Study Abroad
   
• Leadership and Teambuilding
   
• Management of Sports Activity​
   
• Managing Personal Finance
• Music Performance
   
• Oral Communication
   
• Social Entrepreneurship Project
• Study Soft Skills and/or Life Skills Abroad
• Team Work and Collaborative Project
   
• Work Ethics and EQ

Entry Requirements

• UTAR Foundation Programme
• STPM: Grade C/C+ in 2 relevant subjects depending on the programmes (except M.B.B.S. and Quantity Surveying)
• A-Level: Grade D in 2 or 3 relevant subjects
• UEC: Grade B in 5 relevant subjects
• SAM: ATAR 70 and Grade B in at least 2 relevant subjects
• CPU: An average of 70% in 6 relevant subjects (depending on programmes)
• Matriculation Certificate, Ministry of Education
• Foundation/Diploma in the relevant fields
• Other recognised equivalent qualifications

Career Prospects

• Sales & Marketing Consultant
• International Marketing Executive/Manager
• Event Management Executive/Manager
• Business Development Executive/Manager
• Brand Executive/Manager
• Product Executive/Manager
• Advertising Executive/Manager

Study Abroad Pathway

No