Bachelor of Marketing (Hons.) new-icon

Faculty of Management (FOM)

(R2/342/6/0100) 09/24 (A5315)

This program is designed to produce future marketers with an in-depth understanding of the marketing concept and supplemented with the fundamental and practical knowledge to create effective marketing strategies in both local and overseas settings. The courses in the program are in-line with the digital trend as they include both traditional and digital marketing subjects.

Some of the courses in this program are Internet Marketing, Technology & Innovation Marketing, Seminar in Web Marketing, Product Planning and Management, Event Marketing, CSR, ICT related courses, besides the traditional marketing courses.

Marketers are highly sought by all industries. Graduates can look forward to successful careers such as Marketing Manager, Branding Expert, Business Development Specialist, Social Media Executive, and many more.


  • 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;
      6. 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

      7. Any qualifications equivalent to Diploma or Advanced Diploma (Level 4 or 5, MQF) with at least CGPA of 2.00; OR
      8. 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
        • Organisational Behaviour
          Principles of Financial Accounting
          English for Business Communication
          Principles of Management Accounting
          Managerial Statistics
          Fundamental of Marketing
          English for Business Studies
          Critical Thinking and Application in Management
          Principles of Finance
          Fundamentals of Economics
      • Year 2
        • Research Methodology
          Technology and Innovations Marketing
          Marketing Channel Management
          Product Planning and Management
          Managerial Mathematics
          Business Law
          Research Methodology
          Elective 4
          Seminar in Web Marketing
          Marketing Strategy
          Elective 1
          Digital Transformation Technologies
          Analytical Programming
      • Year 3
        • Retail Marketing
          Elective 2
          Marketing Research
          Global Marketing
          Industrial Training
          Integrated Marketing Communication
          Consumer Behavior
          Elective 3
          Business to Business Marketing
          Sales and Professional Selling Management
          Internet Marketing
          Business Analytics
    • Elective Modules
      • Internal Marketing
        Event Marketing
        Relationship Marketing
        Corporate Social Responsibility
        Services Marketing
        Ethnocentrism Marketing
        Environmental and Resource Economics
        Theory of Inventive Problem Solving
        Digital Media in Business
        Tourism Management
    • University Subjects
      • U2 Bahasa Malaysia/ Foreign Language
        U4 Co-curriculum
        U1 Hubungan Etnik
        U1 TITAS
        U3 Islamic Institutions in Malaysia, or Introduction to Multicultural Studies in Malaysia, or Stress and Well-Being Among Malaysian
        U1 – Pengaijan Malaysia
        U1 – BM Komunikasi 2
        U2 Entrepreneurship in Cross Border E-commerce
  • Career Prospects
    • Executives and Managers for Marketing, Promotions, Sales, Business Development, Education and Outreach-Centric Organisations.