Bachelor of Arts (Hons) in Marketing Management (Digital Marketing)

This program is designed to equip students with a strong foundation in digital marketing by providing an understanding of key theories and concepts alongside practical skills for launching a successful career. It offers comprehensive knowledge of strategic planning techniques and business information analytics within the marketing field. Students will gain familiarity with a wide range of digital marketing technologies and their practical applications in digitized environments. Additionally, the program fosters the ability to critically evaluate and recommend effective digital tools and social media strategies to optimize market potential.

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 "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 Modules

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

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
• 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.

Year 3 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
• Behavioural Science & Marketing Analytics
• Enabling Technologies for Digital Marketing

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