Bachelor of Marketing (Hons.)

(R2/342/6/0100) 09/19 (A5315)

Great marketing is at the heart of every successful business.

Marketers are highly sought by all industries. The three-year specialized programme focuses on the latest trends through relevant and up-to-date courses which are in line with the digitalised trends within the industry. Students are nurtured with an in-depth understanding of the marketing concept, while supplemented with fundamental and practical knowledge in creating online and offline marketing strategies for local and international settings.

Graduates can look forward to successful careers such as Marketing Manager, Branding Expert, Business Development Specialist, Social Media Executive, and many more.


  • Pass Foundation/ Matriculation studies with at least CGPA of 2.00 from a recognised institution; OR
  • Pass STPM or its equivalent with a minimum of Grade C (GP 2.00) in any two (2) subjects AND a Pass in Mathematics and English* at SPM Level or its equivalent; OR
  • Pass A-Level with a minimum of Grade D in any two (2) subjects AND a Pass in Mathematics and English* at SPM Level or its equivalent.; OR
  • Pass STAM with a minimum of Grade Jayyid (Good) in two (2) subjects AND a Pass in Mathematic and English* at SPM or its equivalent; OR
  • Pass UEC with a minimum of Grade B in at least five (5) subjects inclusive of English OR a minimum of Grade C in SPM/O-Level English or equivalent; OR
  • Any qualifications equivalent to Diploma or Advanced Diploma (Level 4 or 5, MQF) with at least CGPA of 2.00; OR
  • Pass DKM/DLKM/DVM with a minimum CGPA of 2.50. Candidates with CGPA below 2.50 MUST have at least two (2) years of work experience in the related field**.

*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.


English for Business Communication
English for Business Studies
Critical Thinking and Applications in Management
Digital Transformation Technologies
Fundamentals of Economics
Fundamentals of Marketing
Managerial Mathematics
Managerial Statistics
Principles of Finance
Principles of Financial Accounting
Principles of Managerial Accounting
U3 (Integrity and Leadership)
Character Building
Character Development

Business Law
Human Resource Management
Organisational Behaviour
Consumer Behaviour
Integrated Marketing Communications
Product Planning and Management
Retail Marketing
Sales and Professional Selling Management
Strategic Marketing
Technology and Innovation Marketing
Elective 1
Elective 2
Elective 3

Brand Management
Business to Business Marketing
Business Analytics
Digital Marketing
Global Marketing
Marketing Research
Service Marketing
Capstone Project
Elective 4
U2 or 3
Industrial Training (Final Trimester)

Students can take any 4 elective subjects (12 credits) offered by FOM and/or other faculties. For other faculties’ course offers, kindly refer to the ‘Build Your Own Curriculum (BYOC)’ material.

Electives offered by FOM are:
Trimester 1:
Corporate Social Responsibility
Organisational Change and Innovation Management
Relationship Marketing

Trimester 2:
Event Marketing
Social Media Marketing
Theory of Inventive Problem Solving

Trimester 3:
Digital Media in Business
Environmental and Resource Economics

Hubungan Etnik & TITAS (for local)
Pengajian Malaysia 3 & BM Komunikasi 2 (for international)

Philosophy and Current Issues (Falsafah dan Isu Semasa) – both local and international students
Appreciation of Ethics and Civilizations (Penghayatan Etika dan Peradaban) – Local students only
Bahasa Melayu Komunikasi 2 – International students only

U2 or U3:
Bahasa Kebangsaan A* / Foreign Language (MPU32**) / Islamic Institutions in Malaysia (MPU3301) / Introduction to Multicultural Studies in Malaysia (MPU3302) / Stress and Well-Being Among Malaysian (MPU3303)

Any course with code MPU34** (e.g. MPU3401, MPU3403)

*Note: Bahasa Kebangsaan A is compulsory for any local student who did not obtain credit in Bahasa Malaysia at SPM level.

Note: The above programme structure serves as a general guide.


This programme aims to produce graduates with the following quality after several years of graduation:

  1. 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
  2. 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
  3. 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:

  1. Assess in-depth theories and concepts in marketing
  2. Apply in-depth and comprehensive marketing knowledge to manage complex problems in business organisations using different marketing approaches
  3. Organise tasks or operations flexibly within business organisations
  4. Demonstrate effective written and oral communication and collaborative skills with diverse stakeholders
  5. Demonstrate relevant digital skills in marketing
  6. Analyse numerical and graphical data to assist decision-making
  7. Demonstrate leadership skills and responsibility in managing business organisations
  8. Acquire entrepreneurial and managerial skills in planning and organizing projects
  9. Adhere to ethical values, professionalism and humanities in solving various marketing issues


  • Upon completing the ‘Business Analytics’ course, students shall obtain a professional KNIME Certificate.


  • Executives and Managers for Marketing, Promotions, Sales, Business Development, Education and Outreach-Centric Organisations.


Mr Muhammad Nizam Zainuddin

Head of Unit - Management and Marketing

Dr. Nurazlin Mohd Fauzi

Programme Coordinator


Schrene Goh

Pos Malaysia Berhad
Appointment duration: Trimester 2, 2019/20 until Trimester 1, 2022/23



Sunway University
Appointment duration: Trimester 1, 2021/22 until Trimester 3, 2022/23