Bachelor in Digital Marketing (Honours)

Course Overview

This programme is specifically designed to provide students with a deep understanding of the principles, technologies and strategic frameworks that underpin contemporary digital marketing, together with the practical skills required to excel in an AI-driven and data-centric marketing landscape.

Students will gain comprehensive knowledge of digital marketing analytics, performance measurement frameworks, data-driven strategic planning techniques, digital platforms, tools and emerging technologies. The programme also develops students’ ability to evaluate, select and apply digital tools, content strategies and optimisation techniques across social media, search, e-commerce and omnichannel ecosystems.

Achievement

• APU is an approved partner of the Digital Marketing Institute (DMI).
• DMI is globally recognised across the digital marketing sector and supports digital professionals in continuous learning and career development.

Curriculum

• Degree Level 1:

  Students will learn fundamental essential skills required by every business management professional, including entrepreneurship, marketing, people management, accounting, business and communication skills, computing and IT skills, quantitative skills and independent learning.

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

• Degree Level 2:

  Students will develop a broader and more advanced range of digital marketing competencies, including the skills required to design, plan and implement integrated digital marketing strategies.

  Common Modules

  • Business Ethics and Governance
  • Innovation Process
  • Business Research Methods

  Specialised Modules

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

• 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 extend their mastery of advanced digital marketing practices through strategic digital planning, performance optimisation, analytics, automation tools and emerging technologies. A Final Year Project serves as the capstone experience.

  Common Modules

  • Venture Building

  Specialised Modules

  • Digital Content Creation
  • Building Customer Relationship
  • Global Marketing
  • Digital Marketing Communications
  • Investigations in Marketing Management
  • Digital Strategy and Analytics
  • Marketing Management Project
  • Strategic Marketing Planning
  • Digital Execution
  • Behavioural Science & Marketing Analytics
  • Enabling Technologies for Digital Marketing
• MQA Compulsory Subjects:
  • Appreciation of Ethics and Civilisation (Malaysian Students)
  • Malay Communication Language (International Students)
  • Philosophy and Current Issues
  • Workplace Professional Skills
  • Integrity and Anti-corruption
  • Co-Curriculum

Entry Requirements

General Requirements

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 (Grade A-D) 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.
• Matriculation/Foundation: Passed Foundation programme with a minimum CGPA of 2.0.

Entry to Level 2 of the Degree

• Diploma: Successful completion of the APU 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 Academic Board.

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.

English Requirements

• International Students: IELTS 5.5; TOEFL iBT 46; Pearson (PTE) 51; or MUET Band 4.

Career Prospects

• Digital Marketing Executive / Manager
• Social Media Strategist
• Digital Sales and Marketing Manager
• SEO/SEM Manager
• Content Marketing Strategist
• E-commerce Executive / E-commerce Manager
• Marketing Data Analyst
• Customer Experience (CX) Specialist
• CRM & Marketing Automation Specialist
• Performance Marketing Manager
• Marketing Communications Manager
• Digital Campaign Strategist