Bachelor of Marketing (Hons.)

Faculty of Management (FOM)

(R/342/6/0100) 09/19 (A5315)

The three-year BBA programme majoring in Marketing with Multimedia is an interrelated course that uses the knowledge in business marketing for the purpose of developing the multimedia industry. Students are nurtured with in-depth understanding of the concept of marketing and marketing communication, while supplemented with the fundamentals in multimedia and ICT.

The three-year programme will imbue students with leadership values and an understanding of the fundamentals of marketing in the digital age, as well as the application of multimedia and ICT for marketing and communication for various business organisations.


  • Entry Requirements
    • • Pass Foundation / Matriculation from a recognised institution; OR
    • • Pass STPM / A level or its equivalent with 3 Principals inclusive of Mathematics / Economics / Accounting / Business Studies, and a pass in Mathematics and English at SPM level or its equivalent; OR
    • • Pass STAM with minimum grade Jayyid in 2 subjects and a pass in Mathematic and English at SPM level or its equivalent.
    • • Pass UEC with minimum of grade B in at least five (5) subjects inclusive of Mathematics and English; OR
    • • Pass Diploma from a recognised institution.
    • English Entry Requirement for International Students:
      All undergraduate programmes offered by Faculty of Management require a minimum score of 5.5 in IELTS or its equivalent, except for Bachelor of Finance (Hons.) and Bachelor of Financial Engineering (Hons.), which require higher minimum score of 6.0 in IELTS or its equivalent.
  • Programme Structure
    • Core
      • Year 1
        • Organisational Behaviour
          Elective 1
          Managerial Mathematics
          Information Systems and Multimedia
          Principles of Financial Accounting
          English for Business Communication
          Principles of Management Accounting
          Managerial Statistics
          Financial Management
          Fundamental of Marketing
          English for Business Studies
      • Year 2
        • Research Methodology
          Technology and Innovations Marketing
          Integrated Marketing Communication
          Specialisation 1
          Programming for Business Application
          Consumer Behaviour
          Sales and Professional Selling Management
          Marketing Channel Management
          Internet Marketing
          Business to Business Marketing
          Product Planning and Management
      • Year 3
        • Retail Marketing
          Specialisation 2
          Specialisation 3
          Elective 2
          Business Law
          Marketing Strategy
          Marketing Research
          Seminar in Web Marketing
          Global Marketing
          Industrial Training
    • Elective Modules
      • Year 1
        Labor Economics
        Tourism Management
        Project Management
        Personal Finance
      • Year 2
        • Service MarketingSpecialisation 1: Internal Marketing
        Specialisation 2: Event Marketing
        Specialisation 3: Relationship Marketing
      • Year 3
        Specialisation• Social MarketingSpecialisation 1: Corporate Social Responsibility
        Specialisation 2: Not for Profit (NOP) Marketing
        Specialisation 3: Ethnocentrism Marketing
    • University Subjects
      • Year 1
        U1 – Hubungan Etnik OR Pengajian Malaysia 3
      • Year 2
        U2 – Bahasa kebangsaan A or Foreign Language
        U4 – Co-curriculum
        U3 – Introduction to Multicultural Studies in Malaysia/Stress and Well-Being among Malaysians / Islamic Institutions in Malaysia
      • Year 3
        U1 – TITAS or Bahasa Melayu Komunikasi 2
  • Career Prospects
    • Executives and Managers for Marketing, Promotions, Sales, Business Development, Education and Outreach-Centric Organisations.