Bachelor of Arts (Hons) in Marketing Management

This program provides students with a solid foundation in marketing theories and concepts, along with practical skills essential for launching a successful marketing career. It covers key areas such as customer behavior, marketing communications, international marketing, decision-making, and marketing management while integrating marketing with general business modules to offer a comprehensive understanding of its role in the business environment.

Students pursuing a Bachelor of Arts (Honours) in Marketing Management have the opportunity to opt in for the APU-CMI Dual Accreditation program, earning a CMI L5 Certificate in Management and Leadership, subject to CMI moderation. Additionally, the program benefits from APU’s partnership with the Digital Marketing Institute (DMI), the globally recognized standard in digital marketing certification, ensuring students gain industry-relevant expertise to excel in today’s competitive digital landscape.

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).

Additional Notes

• * 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.

• 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 "Comparison List of Equivalency of International Qualifications with SPM (O-Levels equivalent) and STPM (A-Levels equivalent)" published by Malaysian Qualifications Agency (MQA).

ENGLISH REQUIREMENTS

International Students

• IELTS: 5.5

• TOEFL IBT: 46

• Pearson (PTE): 51

• MUET: Band 4

Year 1 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

Year 2 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.

Year 3 Common 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

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