Bachelor of Marketing (Hons.) new-icon

Faculty of Management (FOM)

(R2/342/6/0100) 09/24 (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
        1. Pass Foundation/ Matriculation studies with at least CGPA of 2.00 from a recognised institution; OR
        2. 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
        3. 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
        4. 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
        5. 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;

      For Bachelor of Digital Enterprise Management (Hons) :

      Pass UEC with a minimum of Grade B in at least five (5) subjects inclusive of Mathematics and English OR a minimum of Grade C in SPM/O-Level Mathematics and English or equivalent; OR

      1. Any qualifications equivalent to Diploma or Advanced Diploma (Level 4 or 5, MQF) with at least CGPA of 2.00; OR
      2. 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 at SPM Level can be waived should the qualifications contain Mathematics and English subjects with equivalent/ higher achievement.

      Malaysian students using English as the medium of instruction in their previous study or with at least Band 2 in MUET or equivalent can be exempted from a pass in English requirement.

      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.

      (English subject requirement does not apply to international students since they are required to meet certain scores of international English examination and privileged with certain exemptions)

      * DKM/DLKM/DVM candidates may be required to undergo Bridging Programme as an additional requirement.

  • Programme Structure
    • Core
      • Year 1
        • Accounting for Decision Making
          English for Business Communication
          Principles of Finance
          Managerial Mathematics
          Fundamental of Marketing
          Digital Transformation Technologies
          Managerial Statistics
          English for Business Studies
          Critical Thinking and Application in Management
          Fundamentals of Economics
          Character Building
          Fundamentals of Digital Competence with Basic
          Character Development
      • Year 2
        • Business Law
          Organizational Behaviour
          Mobile App Design & Development
          Strategic Marketing
          Media Publishing & Corporate Design
          Consumer Behaviour
          Integrated Marketing Communications
          Human Resource Management
          Business Analytics
          Web Design
          Marketing Research
          Digital Marketing
          Brand Management
      • Year 3
        • Global Marketing
          Sales & Professional Business Marketing
          Innovative Product Marketing
          Capstone Project
          Social Media Marketing
          Industrial Training
    • Elective Modules
      • The 4 elective courses (total 12 credit hours) are to be chosen from any courses offered by FOM or other faculties except courses offered to Bachelor of Accounting (Hons). The following list are recommended:
      • Entrepreneurship
        Relationship Marketing
        Retail Marketing
        Event Marketing
        Services Marketing
      • *Open electives (subjects from other faculties) are also offered for students to consider*
    • University Subjects
      • Character Building
        Sustainable Society
        Fundamentals of Digital Competence with Basic Programming
      • U1, U2, U3, U4 (Refer program structure)
  • Career Prospects
    • Marketing Manager/Executive, Social Media creator/administrator, SEO executive/specialist, Marketing analyst, Content marketer, Digital strategist, Product Specialist/Executive, Brand Manager, Public Relations Executive, Corporate Communications Executive and many more.