Marketing combines behavioural science and creativity to develop strategies that engage potential clients and achieve business goals. Companies use marketing to differentiate their products and services, while consumers rely on it to make informed decisions. As a marketing professional, you’ll learn how to connect with audiences through creative approaches and targeted media channels.
The marketing major offers a broad view of the field, covering international and digital marketing, pricing, promotion, and distribution strategies. You’ll analyse competitor and customer behaviour to understand how marketing can predict demand for products, services, and ideas. Our commitment to keeping the program up-to-date also means you will get exposure to relevant and in-demand skills such as managing Social Media Platforms and digital marketing components.
Your study will also involve interaction with industry, as the marketing teaching team has strong industry connections. Our curriculum is developed in collaboration with key industry bodies including the Institute of Marketing Malaysia and members of the Faculty’s Industry Advisory Board to ensure you graduate with the skills needed to thrive in a rapidly evolving marketplace.
Entry requirements
Minimum English language entry requirements
| Qualification | Score |
| International English Language Testing System (IELTS) | Overall 6.0 (no individual band below 6.0) |
| Test of English as a Foreign Language (TOEFL) | 79 (band minimum W-21, L-13, R-13, S-18) |
| SPM 1119 English | C |
| GCE ‘A’ Level | E |
| GCE ‘O’ Level | C |
Cut-off scores
| Qualification | Score |
| GCE-A Level/STPM (best of 3 subjects) | 5 |
| UEC (best of 5 selected subjects) | 15 |
| HKDSE | 15 |
| IB | 24 |
| Ontario Gr | 60 |
| ATAR (WACE/SACE/HSC/VCE/AUSMAT/SAM/MUFY) | 70 |
| WAUFP (CPS) | 54 |
| India/Pakistan | 65% |
| Sri Lanka | 5 |
Cut-off scores key:
GCE : General Certificate of Education
STPM : Sijil Tinggi Persekolahan Malaysia
IB : International Baccalaureate
ATAR : Australian Tertiary Admission Rank – applicable to all Australian matriculation
HKDSE : Hong Kong Diploma of Secondary Education
India : Includes All India Senior School Certificate awarded by The Central Board of Secondary School Education (CBSE), Indian School Certificate (ISC) awarded by the Council for the Indian School Certificate Examinations (CISCE), Higher School Certificate (HSC) awarded by one of the State Secondary School Boards. Certificates awarded by the CBSE and the CISCE are generally considered to represent a higher level of achievement than state certificates.
Sri Lanka : GCE ‘A’ level issued by the Department of Examinations
Score Conversion for Advanced level/GCE/GCSE:
Grades awarded from 2010 onwards: A*=6, A=5, B=4, C=3, D=2, E=1
Grades awarded up to 2009: A=5, B=4, C=3, D=2, E=1
AS Levels equal half of that of an Advanced Level, e.g. 3 points for an A*, 2.5 points for an A (prior to 2010)
Subject Grades Conversion for STPM : A=5, A- =4, B+ =4, B=3, B- =2, C+ = 2, C=1
Note: scores for individual prerequisites may be taken into consideration for assessment purposes.
Course Prerequisites
Mathematics desirable
Professional recognition
- Australian Marketing Institute
- Australian Institute of Management
- Australian Institute of Training and Development Relations Society of WA
- Australian Institute of Office Professionals
- The Communications Council
- Public Relations Institute of Australia
- International Advertising Association
Credit for previous study
Diploma applications will be treated on case to case basis.
Career opportunities
Marketing officer, market researcher, events coordinator, fundraising coordinator, market research analyst, product manager, online marketing specialist, marketing communications manager, advertising professional, brand manager, direct marketer, marketing executive, new product developer, publications officer, sports marketing executive
Course structure
| Unit name | Prerequisite(s) |
|---|---|
| Year 1 Semester 1 | |
| Financial Decision Making | NIL |
| Markets and Legal Frameworks | NIL |
| Communication, Culture and Indigenous Perspectives in Business | NIL |
| Strategic Career Design | NIL |
| Year 1 Semester 2 | |
| Analytics for Decision Making | NIL |
| Consumer Behaviour | NIL |
| Optional unit (refer to optional units list below) | |
| Elective unit (choose from Commerce majors) | |
| Year 2 Semester 1 | |
| Marketing Across Borders | Successful completion of 200 credit points |
| Managing Social Media Platforms | NIL |
| 2 x 100 credit Specialisations, OR 1 x 100 credit Specialisation + 4 elective units from Commerce Majors | |
| 2 x 100 credit Specialisations, OR 1 x 100 credit Specialisation + 4 elective units from Commerce Majors | |
| Year 2 Semester 2 | |
| Marketing Intelligence | Consumer Behaviour, OR Discovering Marketing, OR Marketing Across Borders |
| Digital Marketing and E-Commerce | NIL |
| 2 x 100 credit Specialisations, OR 1 x 100 credit Specialisation + 4 elective units from Commerce Majors | |
| 2 x 100 credit Specialisations, OR 1 x 100 credit Specialisation + 4 elective units from Commerce Majors | |
| Year 3 Semester 1 | |
| Services Marketing | Successful completion of 400 credit points |
| Creating Content and Marketing Briefs, OR | Successful completion of 300 credit points |
| Business Internship | Successful completion of 300 credit points |
| 2 x 100 credit Specialisations, OR 1 x 100 credit Specialisation + 4 elective units from Commerce Majors | |
| 2 x 100 credit Specialisations, OR 1 x 100 credit Specialisation + 4 elective units from Commerce Majors | |
| Year 3 Semester 2 | |
| Strategic Marketing | Successful completion of 375 credit points, AND Consumer Behaviour |
| 2 x 100 credit Specialisations, OR 1 x 100 credit Specialisation + 4 elective units from Commerce Majors | |
| 2 x 100 credit Specialisations, OR 1 x 100 credit Specialisation + 4 elective units from Commerce Majors | |
| Business Internship, OR | Successful completion of 300 credit points |
| Enhancing Your Business Mind, OR | Successful completion of 400 credit points |
| Business Study Tour | NIL |
| List of optional units | |
| Introductory Economics | |
| Introduction to Finance Principles | |
| Introduction to Business Information Systems | |
| Principles of Tourism, Hospitality and Events | |
| Discovering Marketing | |
| No | Unit name | Pre-requisite(s) |
|---|---|---|
| Tourism and Hospitality Essentials Specialisation | ||
| 1 | Hospitality Experience | NIL |
| 2 | Principles of Tourism, Hospitality and Events | NIL |
| 3 | Contemporary Issues in Tourism Management | NIL |
| Student to select 1 x 25 credits from options list 4, 5 | ||
| 4 | Marketing for Tourism, Hospitality and Events | NIL |
| 5 | Managing Tourism Destinations | Principles of Tourism, Hospitality and Events |
| Event Management Specialisation | ||
| 1 | Sustainable Event Development | NIL |
| 2 | Event Management | NIL |
| Student to select 2 x 25 credits from options list 3, 4, 5, 6, 7 | ||
| 3 | Business and Sustainable Development | Successful completion of 100 credit points |
| 4 | Managing Operations | NIL |
| 5 | Digital Marketing and E-Commerce | NIL |
| 6 | Event Risk Management | NIL |
| 7 | Risk Management | NIL |
| Social Leadership and Ethics | ||
| Student to select 4 x 25 credits from options list 1, 2, 3, 4, 5 | ||
| 1 | Organisational Behaviour | NIL |
| 2 | Business and Sustainable Development | Successful completion of 100 credit points |
| 3 | Business Ethics | Successful completion of 200 credit points |
| 4 | Managing Change | Successful completion of 300 credit points |
| 5 | Strategic Management | Successful completion of 300 credit points |
| Small Business Start-Up Specialisation | ||
| 1 | Start-Up Business Planning | NIL |
| 2 | Small Business Growth | NIL |
| Student to select 2 x 25 credits from options list 3, 4, 5, 6 | ||
| 3 | Business and Sustainable Development | Successful completion of 100 credit points |
| 4 | Entrepreneurship | Successful completion of 100 credit points |
| 5 | Digital Marketing and E-Commerce | NIL |
| 6 | Introduction to Finance Principles | NIL |
| Workforce Management Specialisation | ||
| 1 | Building a Sustainable Workforce | Human Resource Management Introduction |
| 2 | Human Resources Management Introduction | Successful completion of 100 credit points |
| Student to select 2 x 25 credits from options list 3, 4, 5, 6 | ||
| 3 | Start-Up Business Planning | NIL |
| 4 | Strategic Rewards and Performance Management | NIL |
| 5 | Business Ethics | Successful completion of 200 credit points |
| 6 | International Human Resources Management | Human Resource Management Introduction |
| Accounting for Business Decisions Specialisation | ||
| 1 | Cost Analysis for Decision Making | Financial Decision Making, OR Accounting – The Language of Business, OR Accounting – The Fundamentals of Business |
| 2 | Accounting Modelling and Data Visualisation | Cost Analysis for Decision Making |
| 3 | Accounting – The Fundamentals of Business | Financial Decision Making, OR Accounting – The Language of Business |
| 4 | Business Technologies and Data Management for Accountants | NIL |
