BA (HONS) IN MARKETING MANAGEMENT

  Institution: Asia Pacific University of Technology & Innovation (APU)

BA (HONS) IN MARKETING MANAGEMENT

This programme is specifically designed to provide:

• 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.

What you will study

LEVEL 1

Level 1 comprises 10 common modules within all management awards. The Legal, Business Environment and Computing & IT in the Workplace modules provide a context within which businesses operate.

The Business & Communications Skills and Introduction to Services Management modules provide the skills and competence that will be used throughout the programme. You are then introduced to the four principal functions of a business – Management, Marketing, People Management and Accounting. Important and relevant skills for independent learning are also introduced.

Common Modules

• Accounting Skills
• Business and Communication Skills
• Business Environment
• Computing and IT in the Workplace
• Introduction to Management
• Introduction to Services Management
• Legal Environment of Business
• Marketing
• People Management
• Quantitative Skills

In addition to the above, all students are also required to successfully complete General Studies modules as stipulated by the Malaysian Qualification Agency, as well as fulfill credit requirements for Co-Curricular Activities.

LEVEL 2

The emphasis is on Marketing and Customer Value Delivery alongside the more practical issues of managing for enterprise, performance and problem-solving.

Marketing is developed through studies of Information (Research and Advertising), Electronic Marketing (Interactive Marketing & E-Marketing) and an understanding of Customer Relations and of Creativity & Innovation.

Common Modules

• Behavioral Science in Organisation
• Commercial Law
• Creativity and Innovation
• Critical Thinking in Management
• Research Methods
• Business Ethics and Governance

Specialised Modules

• Marketing Intelligence and Research
• Integrated Marketing Communication 1
• B2B Marketing
• E-Marketing
• Delivering Customer Value
• Customer Lifestyle and Behavior

LEVEL 3

The emphasis is on Marketing strategy and decision-making alongside further issues of managing for enterprise, performance and problem-solving. Central to your studies is the consideration of exciting new opportunities to develop New Products and to be able to develop effective Marketing Communications which integrate the wide array of media available. Brand Management and the consideration of Customer Relationships explore the competitive advantage which can be exploited by proper use of such intangibles. The application of Marketing in various growth sectors is also considered through modules in Retail Marketing and Marketing People, Places and Performance.

The Project further develops the academic and practical aspects of your chosen area of study in Marketing Management and reinforces your independent learning skills.

Specialised Modules

• Brand Management
• Building Customer Relationship
• Global Marketing
• Innovation Management and New Product Development
• Integrated Marketing Communication
• Investigations in Marketing Management
• Marketing Decision Making
• Marketing Management Project
• Marketing People, Places and Performance
• Retail Marketing Management
• Strategic Marketing Planning

CAREERS IN MARKETING MANAGEMENT

Any area of general business but more likely in marketing research, brand management, sales promotions & advertising, retail management, distribution management, sales and sales management, customer service and customer relationship management.

Source: Asia Pacific University