Bachelor in Marketing (Honours)
(R3/0415/6/0028) 09/29 (A5315)
This specialised degree program emphasises both conventional marketing theories and digital applications which are required by most industries in the market today. Students that complete this program will be equipped with the knowledge and skills necessary to navigate the competitive world waiting for them. By the time they graduate, students of this program will have the ability to handle the intricate challenges of modern digital marketing.
Conventional marketing theories taught in this course prepare students to understand the foundations of marketing while developing their skills to identify target markets, design marketing strategies and optimise various communication tools. This, added with the many digital based subjects offered to them, produces students with a holistic educational experience and comprehension that will be valuable across multiple industries. Confidence, enthusiasm, competence and proficiency of modern day marketing tools are soft skills that the students of this program will attain through the numerous presentations and practical applications that are embedded in this program.
ENTRY REQUIREMENTS
Note:
*The requirement to Pass Mathematics and English subjects can be waived should the qualifications contain Mathematics and English subjects with equivalent/ higher achievement.
Those without a pass in Mathematics and/or English at SPM level or equivalent can be admitted but are required to attend special enhancement course(s). These special enhancement courses should be SPM equivalent, remedial in nature. Students must pass the Mathematics and English enhancement courses as a prerequisite to related core courses taught in English.
**DKM/DLKM/DVM candidates may be required to undergo Bridging Programme as an additional requirement.
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 a minimum score of 6.0 in IELTS or its equivalent.
PROGRAMME STRUCTURE
Accounting for Decision Making
Principles of Finance
Organizational Behaviour
Fundamentals of Marketing
Managerial Statistics
Management
English for Business Communication
Fundamentals of Economics
Retail Marketing
Sales & Professional Business Marketing
Character Building
Fundamentals of Digital Competence with Basic Programming
Sustainable Society
U1
U3
Business & Society
Business Analytics
Management Information System
Human Resource Management
Entrepreneurship
Business-to-Business Marketing
Strategic Marketing
Product Planning and Management
Consumer Behaviour
Event Marketing
Integrated Marketing Communications
Services Marketing
Global Marketing
Marketing Research
Social and Sustainability Marketing
U2
U4
Strategic Management
Brand Management
Social Media Marketing
Capstone Project
Technology and Innovation Marketing
Mobile User Experience Design
Strategic Content Marketing
Digital Marketing
Industrial Training
U1
U1 : Philosophy and Current Issues, Appreciation of Ethics and Civilizations (local students), Bahasa Melayu Komunikasi 2 (for international students)
U2: Integrity and Leadership (for international students)
U3: Local students: Bahasa Kebangsaan A (Compulsory for local students who did not obtained credit in BM at SPM Level) / LMPU32X3 (Any other courses in U2 category);
International students: Any other courses in the U2 category except Bahasa Kebangsaan A*
U3: Integrity and Leadership
U4: LMPU34xx
Note: The above programme structure serves as a general guide.
PROGRAMME OBJECTIVES AND OUTCOMES
This programme aims to produce graduates with the following quality after several years of graduation:
- Graduates with the ability to adopt appropriate methodologies and techniques to competently provide marketing solutions utilizing practical skills and knowledge in marketing or marketing-related events in line with the industry requirements
- Graduates who display sound critical thinking and interpersonal skills, leadership and professionalism in their interactions with both peers and stakeholders in the workplace to lead and innovate in the field of marketing
- Graduates with numeracy and digital skills to carry out their assigned responsibilities effectively demonstrating positive attitude, as well as entrepreneurial mind-set in their workplace environment
Upon graduation, the graduates are expected to achieve or attain the following outcomes:
- Assess in-depth theories and concepts in marketing
- Apply in-depth and comprehensive marketing knowledge to manage complex problems in business organisations using different marketing approaches
- Organise tasks or operations flexibly within business organisations
- Demonstrate effective written and oral communication and collaborative skills with diverse stakeholders
- Demonstrate relevant digital skills in marketing
- Analyse numerical and graphical data to assist decision-making
- Demonstrate leadership skills and responsibility in managing business organisations
- Acquire entrepreneurial and managerial skills in planning and organizing projects
- Adhere to ethical values, professionalism and humanities in solving various marketing issues
ADDITIONAL CERTIFICATION
CAREER PROSPECTS
Programme Coordinator
INDUSTRIAL ADVISOR
Ms. Schrene Goh
Mass Rapid Transit Corp Sdn. Bhd.
Appointment Duration: Trimester March/April 2025 (T2510) until Trimester October/November 2027 (T2730)
EXTERNAL EXAMINER
Dr. Zurina Mohaidin
Graduate School of Business, Universiti Sains Malaysia
Appointment Duration: Trimester March/April 2025 (T2510) until Trimester October/November 2026 (T2630)