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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

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

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

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 (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.      

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 "" published by Malaysian Qualifications Agency (MQA).
 

English Requirements

International Students

• IELTS : 5.5
• TOEFL IBT : 46
• Pearson (PTE) : 51
• MUET : Band 4 

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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