Bachelor of Arts (Honours) in Marketing Management with a specialism in Digital Marketing

Course Overview

This programme is specifically designed to provide students with:

• An understanding of theories and concepts that underpin effective marketing and the practical skills required to commence a dynamic career in digital marketing.
• A comprehensive understanding of frameworks and strategic planning techniques for the management of business information analytics in the marketing arena.
• Familiarity with a broad range of digital marketing technologies and how they are applied in practically infused digitized settings.
• The ability to critically evaluate and recommend appropriate digital tools and techniques in utilising the plethora of social media paltforms in optimizing market potential.

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 with a specialism in Digital Marketing 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.

Digital Transformation for IR4.0

Bachelor of Arts (Honours) in Marketing Management with a specialism in Digital Marketing degree is designed to provide you an edge with the latest technologies that are in line with the Industrial Revolution 4.0.

Achievement

APU-DMU Dual Degree Scheme

Curriculum

DEGREE LEVEL 1

Students will learn fundamental essential 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, quantitative skills and independent learning. All Business Management programmes have a common first year so that they are exposed to 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 a better understanding of the broad range of digital tools, and the specialized skills to apply frameworks and planning techniques for the interactive digital marketing. They will gain solid understanding of the support of digital marketing in modern organizational operations. We will further nurture their creativity and innovation as well as independent learning to prepare them for the digitally spherical marketing environments.

Common Modules

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

Specialised Modules

• E-Commerce
• B2B Marketing
• Delivering Customer Value
• Consumer Behaviour
• Marketing Intelligence and Research
• Digital Marketing
• Social Media and Communication
• Creative Copywriting

INTERNSHIP (16 WEEKS)

Students will undertake a short 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 of digital marketing strategies, discovering new opportunities, exploiting competitive advantage and decision making processes, with aims to groom them as digitally savvy marketing specialist. A final year project requires them to take a hands on digital marketing project so as to apply all the expertise and skills acquired from both the classroom and internship settings. The successful completion of the final year project is a testament of the student’s ability to face the major digital marketing scenarios with confidence and dexterity.

Common 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
• Behavioural Science & Marketing Analytics
• Enabling Technologies for Digital Marketing

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

• Digital Marketing Executive
• Social Media Strategist
• Digital Marketing Content Writer
• Digital Sales and Marketing Manager
• Online Business Manager
• Mobile Marketing Specialist
• Search Engine Optimization (SEO) Specialist
• Account Management
• Web Analytics Consultant
• Web Content Management Analyst
• Digital Creative Diagnostics Manager
• Digital Marketing Communications Specialist