APU-DMU Dual Degree Scheme

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 platforms in optimizing market potential.

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
• Computing and IT in the Workplace
• 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
• Creativity and Innovation
• International Culture and Communications
• Business Research Methods

Specialized Modules

• Integrated Marketing Communications 1
• B2B Marketing
• Delivering Customer Value
• Consumer Behaviour
• Marketing Intelligence and Research
• Digital Marketing
• Probability & Statistical Modelling
• Human-Computer Interaction

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 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.

Specialized Modules

• Brand Management
• Building Customer Relationship
• Global Marketing
• Innovation Management and New Product Development
• Integrated Marketing Communications
• Investigations in Marketing Management
• Marketing Decision Making
• Marketing Management Project
• Strategic Marketing Planning
• Behavioural Science & Marketing Analytics
• Enabling Technologies for Digital Marketing

MQA Compulsory Subjects*

• Ethnic Relations (M’sian Students)
• Islamic & Asian Civilisation (M’sian Students)
• Malaysian Studies (Int’l Students)
• Malay Communication Language (Int’l Students)
• Workplace Professional Communication Skills
• Employee & Employment Trends
• Co-Curriculum

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

DIRECT ENTRY TO LEVEL 1 OF THE DEGREE:

STPM         

• 2 Passes in STPM with a minimum Grade C (GP 2.0) and a Pass in English and Mathematics at SPM Level or its equivalent

A-LEVEL

• 2 Passes in A-Level with a Pass in English and Mathematics at SPM/ O-Level/ IGCSE or its equivalent.

UEC

• 5 Grade B’s in UEC with a Pass in Mathematics and English.

FOUNDATION/ MATRICULATION

• Passed Foundation programme (minimum CGPA of 2.0).

Direct Entry to level 2 of the Degree:

• Successful completion of the APU/APIIT Diploma or

• Successful completion of studies in another recognised institute with academic credits equivalent to Level 1 of an Honours Degree (Subject to the approval of the APU/APIIT Academic Board)

English Requirements (International Students)

 IELTS : 5.5
• TOEFL IBT : 46-59
• Pearson (PTE) : 42
• MUET : Band 4

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