Asia Pacific University of Technology & Innovation (APU)

BA (Hons) in Marketing Management - Digital Marketing Specialization

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 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 utilizing 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 businesses operate - Management, Law, Accounting, Economics, Entrepreneurship, Marketing, People Management, and Accounting. We will also expose them to business & communication skills, computing & IT skills, quantitative skills, and independent learning. All Business Management programs have a common first year so that they are exposed to 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 learned, 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 interactive digital marketing. They will gain a 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 with digital marketing strategies, discovering new opportunities, exploiting competitive advantage and decision-making processes, with aims to groom them as digitally savvy marketing specialists. 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 to the student’s ability to face the major digital marketing scenarios with confidence and dexterity.

Common 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.)

Note: The specialism will appear only in the academic transcript.

Career options

• 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

Digital marketing

The increasing reliance on technology has changed the world all around us. Today, most organizations in every sector are migrating online, thereby, giving rise to Digital Marketing. Small-scale businesses to giants in the business world have realized that Digital Marketing is the most effective approach to bring their businesses to the right audience while accelerating business growth. With the COVID-19 pandemic disrupting most business operations, employers are also now actively seeking skilled employees with the right digital expertise to help drive business objectives such as revenue and brand awareness for their organizations.

Digital Marketing specialism will provide students with knowledge about a broad range of digital marketing technologies and how they are applied in practically infused digitized settings. As future Digital Marketing experts, they will also be exposed to appropriate digital marketing tools and techniques that professionals need to stay updated with the evolving digital marketing trends.