1. Malaysia
  2. Professional
  3. Business Management
  4. Marketing

Bachelor of Arts (Honours) in Marketing Management

by Asia Pacific University of Technology & Innovation (APU) Claim Listing

Students will learn fundamental skills required by every business management professional, and the basic understanding of the context within which business operate - management, law, accounting, economics, entrepreneurship, marketing, people management and accounting.

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Asia Pacific University of Technology & Innovation (APU) Logo

img Duration

3 Years (6 Semesters)

Course Details

Students will learn fundamental skills required by every business management professional, and the basic understanding of the context within which business operate - management, law, accounting, economics, entrepreneurship, marketing, people management and accounting. 

We will also expose them towards business & communication skills, computing & IT skills and quantitative skills, independent learning. All Business Management programmes have a common first year so that they will get a solid grounding in business management theories and practices.

This programme is specifically designed to provide students with:

  • An understanding of theories and concepts that underpin effective marketing and the practical skills required to start a career in marketing.
  • Exposure to key areas including customer lifestyles and behaviour, customer values, marketing communications, international marketing, marketing decision-making and marketing management.
  • A combination with other marketing and general business modules allowing students to gain a clear understanding of the vital role of marketing within the business context.
  • Exposure to how the marketing discipline makes its impact in a variety of contexts.

You have the exciting opportunity of enrolling for the APU-CMI Dual Accreditation by registering for a qualification through APU. Students under Bachelor of Arts (Honours) in Marketing Management will have the option to also opt-in for a CMI L5 Certificate in Management and Leadership which will be awarded subject to moderation by CMI.

Common Modules

  • Introduction to Management
  • Accounting Skills
  • Business and Communications Skills
  • Business Economics
  • Digital Thinking and Innovation
  • Fundamentals of Entrepreneurship
  • Business Law
  • Marketing
  • People Management
  • Quantitative Skills

Degree level 2

  • A broader range of skills will be learnt, in which students will gain better understanding of functional management and business management, with specialised focus on Information (Research & Advertising), Electronic Marketing, Customer Relations and Creativity & Innovation. We will further nurture their independent learning to prepare them for the workplace and for further researches.

Common modules

  • Business Ethics and Governance
  • Innovation Process
  • International Culture and Communications
  • Business Research Methods

Specialised modules

  • E-Commerce
  • B2B Marketing
  • Delivering Customer Value
  • Consumer Behaviour
  • Marketing Intelligence and Research
  • Digital Marketing
  • Behavioural Science in Organisation
  • Critical Thinking in Management

Internship (16 weeks)

  • Students will undertake an Internship/Industrial Training for a minimum period of 16 weeks to prepare them for a smooth transition from the classroom to the working environment.

Degree level 3

  • Students will make use of their previous studies and industrial experience to extend their familiarity in marketing strategies, discovering new opportunities, exploiting competitive advantage and decision making processes, with aims to groom them as marketing specialist. A final year project requires them to explore a topic individually – they will demonstrate their academic and practical aspects of their ability in the chosen area of study.

Specialised modules

  • Brand Management
  • Building Customer Relationship
  • Global Marketing
  • Integrated Marketing Communications
  • Venture Building
  • Digital Strategy and Analytics
  • Investigations in Marketing Management
  • Marketing Decision Making
  • Marketing Management Project
  • Strategic Marketing Planning
  • Retail Marketing Management
  • Leadership Theory and Practice

Mqa compulsory subjects

  • Appreciation of Ethics and Civilisation (M’sian Students)
  • Malay Communication Language (Int’l Students)
  • Philosophy and Current Issues
  • Workplace Professional Skills
  • Integrity and Anti-corruption
  • Co-Curriculum

Career options

  • Advertising & Promotions Manager
  • Marketing Communications Manager
  • Brand Manager
  • Customer Service Manager
  • Marketing Manager
  • Retail Manager
  • Sales Manager
  • Product Manager
  • Marketing Director
  • Content Marketing Specialist

The Asia Pacific University of Technology & Innovation (APU) is amongst Malaysia’s Premier Private Universities, and is where a unique fusion of technology, innovation and creativity works effectively towards transforming students into highly competent, employable and future-proof professionals. APU has earned an enviable reputation as an award-winning University through its achievements in winning a host of over 400 prestigious awards at local and international levels.

Vision

  • To be a leading university of technology and innovation transforming students into highly employable, competent and future-proof professionals.

Mission

  • We provide high quality, affordable, innovative and internationally benchmarked education and research in a professional, ethical and student centred manner by designing and delivering a range of enriching and distinctive learning experiences.

Renowned for its 100% employability rate among graduates, APU underlined its strengths by being selected as the 2024 Employers' Choice of University in Talentbank's annual survey of employers. Talentbank also announced that APU graduates were voted Champions of Employers' Top Choice in the fields of Computing & IT, Game Design and Development, Animation, and Finance & Islamic Finance. Additionally, graduates of Actuarial Science, Mechatronic Engineering, Multimedia and Communication.

Asia Pacific University of Technology & Innovation (APU), a leading Malaysian University has achieved a significant milestone by securing accreditation from the Quality Assurance Agency for Higher Education (QAA) in the United Kingdom. This accreditation underscores APU’s commitment to excellence, rigorous quality assurance processes, and student-centered education.

The PC.com Awards are prestigious accolades that recognise organisations that demonstrate excellence and leadership in the field of technology and innovation. In the 2024 Awards, Asia Pacific University of Technology & Innovation (APU) shone brightly, winning both the Best Tech University and Best Future Ready University awards, as voted by PC.com readers. This recognition reflects APU’s unwavering commitment in offering cutting-edge digital technology programmes & preparing students for the future. APU is a repeat winner, having also won the PC.Com Best Tech University Award in 2023.

APU was announced as among the Highest Rated Emerging Universities in Malaysia, being rated 5-STAR (EXCELLENT Rating) under the latest SETARA Ratings by the Ministry of Higher Education (MOHE). APU has maintained this Excellent Rating consecutively in the SETARA 2011, 2013, 2017 as well as in the latest ratings announced on 18th Dec 2020. The SETARA ratings system measures the performance of teaching and learning in universities in Malaysia.

APU emerges as the First QS 5 Stars Plus University in Malaysia 

  • APU is the First Malaysian University to achieve an overall rating of Five Stars Plus in the latest QS Stars Rating awards that were presented at the QS Apple Conference on 1st Nov 2021. Five Stars Plus institutions must achieve five star ratings across all categories in addition to achieving minimum highest benchmark score by QS STARS.  APU is amongst 23 universities worldwide to achieve this honour.
  • According to Leigh Kamolins, Head of Evaluation, QS Intelligence Unit, "The QS Stars university rating system audits and rates over 600 universities globally in a broader range of criteria than any world ranking exercise. Comprehensive audits are also independently carried out as part of the ratings exercise. QS Stars™ shines a light on both the excellence and the diversity of the rated institution. Congratulations to Asia Pacific University (APU) for being the first ever QS 5-Stars Plus rated institution in Malaysia and being 1 amongst 23 in the world." 
  • The full list of QS 5-Stars Plus rated institutions can be found here https://www.topuniversities.com/qs-stars

APU Makes Waves in the QS World University Ranking 2025

  • Asia Pacific University of Technology & Innovation (APU) has achieved a significant milestone by securing accreditation from the Quality Assurance Agency for Higher Education (QAA) in the United Kingdom. This accreditation underscores APU’s commitment to excellence, rigorous quality assurance processes, and student-centered education.
  • This recognition is the result of a rigorous review process carried out by independent QAA reviewers. As a result of the accreditation, APU will now be recognised on an equal basis with UK universities.

Facts regarding APU’s achievements in the latest QS World University rankings:

  • Ranked #611-620 in the World
  • Ranked No. 186 in Asia
  • Ranked No.1 for International Students in Malaysia
  • Ranked No.16 in the World for International Students
  • Ranked Top 200 for International Faculty in the World
View Detailed Profile

  • Kuala Lumpur Branch

    Technology Park Malaysia Bukit Jalil, Kuala Lumpur

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