BA (Hons) in Marketing Management

Program outline

This program is specifically designed to provide students with:

• 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 behavior, 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.

Degree level 1

Students will learn fundamental skills required by every business management professional, and the basic understanding of the context within which businesses operate - Management, Law, Accounting, Economics, Entrepreneurship, Marketing, People Management, and Accounting. We will also expose them to business & communication skills, computing & IT skills and quantitative skills, independent learning. All Business Management programs 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
• Digital Thinking and Innovation
• Fundamentals of Entrepreneurship
• Business Law
• Marketing
• People Management
• Quantitative Skills

Degree level 2

A broader range of skills will be learned, in which students will gain a better understanding of functional management and business management, with a specialized 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

• Behavioural Science in Organisation
• Business Ethics and Governance
• Creativity and Innovation
• Critical Thinking in Management
• International Culture and Communications
• Business Research Methods

Specialized modules

• Marketing Intelligence and Research
• Integrated Marketing Communications 1
• B2B Marketing
• Digital Marketing
• Delivering Customer Value
• Consumer Behaviour

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 specialists. A final year project requires them to explore a topic individually – they will demonstrate the academic and practical aspects of their ability in the chosen area of study.

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
• Leadership Theory and Practice
• Retail Marketing Management
• Strategic Marketing Planning

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.)

Career options

• Advertising & Promotions Manager
• Marketing Communications Manager
• Brand Manager
• Customer Service Manager
• Marketing Manager
• Retail Manager
• Sales Manager
• Product Manager
• Marketing Director
• Content Marketing Specialist

APU - Leading digital transformation in business, management, and marketing

The Future is Technology - Every Business needs Future-Ready Digital Talents for the Digital Economy

As the 4th Industrial Revolution (IR4.0) takes over the world, we are seeing an upward trend of the amalgamation of Digital Technology with Business. As businesses infuse digital technology within their operations, Digital Transformation elevates customer experience, and transforms business models and operating models within the organization.

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Rise of e-commerce – Buying and selling without borders

As the global pandemic disrupted the world, internet shopping platforms became the dominant channel for consumers to shop for essential goods and services. It is forecasted that e-business and e-commerce will sustain this upward trend and continue to grow. As future e-business professionals, you will be trained to manage business beyond traditional borders, shaping you into professionals who are able to meet future business challenges.