Bachelor of Marketing (Hons.)

Faculty of Management (FOM)

(R2/342/6/0100) 09/24 (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 studies from a recognised institution; OR
    • • Pass STPM or its equivalent with a minimum Grade C (GP 2.00) in any 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 2 subjects AND a Pass in Mathematics and English at SPM Level or its equivalent; OR
    • • Pass STAM with a minimum Grade Jayyid (Good) in 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 Mathematics and English; OR
    • • Any qualifications equivalent to Diploma or Advanced Diploma (Level 4 or 5, MQF); OR
    • Note: The requirement to Pass Mathematics and English subjects at SPM Level for candidate in category STPM, A Level and STAM can be waived should the qualifications contain Mathematics and English subjects with equivalent/higher achievement.
    • • 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.
    • Note: 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.