This specialised degree program emphasises both conventional marketing theories and digital applications which are required by most industries in the market today. Students that complete this program will be equipped with the knowledge and skills necessary to navigate the competitive world waiting for them. By the time they graduate, students of this program will have the ability to handle the intricate challenges of modern digital marketing.
Conventional marketing theories taught in this course prepare students to understand the foundations of marketing while developing their skills to identify target markets, design marketing strategies and optimise various communication tools. This, added with the many digital based subjects offered to them, produces students with a holistic educational experience and comprehension that will be valuable across multiple industries.
Confidence, enthusiasm, competence and proficiency of modern day marketing tools are soft skills that the students of this program will attain through the numerous presentations and practical applications that are embedded in this program.
Entry Requirements
-
- Pass Foundation/ Matriculation studies with at least CGPA of 2.00 from a recognised institution; OR
- 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
- 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
- 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
- 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;
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 Mathematics and English at SPM/O-Level or equivalent; OR - Any qualifications equivalent to Diploma or Advanced Diploma (Level 4 or 5, MQF) with at least CGPA of 2.00; OR
- 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.*; OR
- Possess an APEL.A certificate from MQA for admission into Bachelor programmes. For more information, please visit https://www.mmu.edu.my/apel-a/
Note:
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
Accounting for Decision Making
English for Business Communication
Principles of Finance
Managerial Mathematics
Fundamental of Marketing
Digital Transformation Technologies
Managerial Statistics
English for Business Studies
Critical Thinking and Application in Management
Fundamentals of Economics
Management
Elective
Character Building
Fundamentals of Digital Competence with Basic
Programming
Character Development
U3
Year 2
Business Law
Organizational Behaviour
Mobile App Design & Development
Strategic Marketing
Media Publishing & Corporate Design
Consumer Behaviour
Integrated Marketing Communications
Human Resource Management
Business Analytics
Web Design
Marketing Research
Digital Marketing
Brand Management
Elective
U1
U2
Year 3
Global Marketing
Sales & Professional Business Marketing
Innovative Product Marketing
Capstone Project
Social Media Marketing
Industrial Training
Elective
Elective
U1
U4
Elective Modules
The 4 elective courses (total 12 credit hours) are to be chosen from any courses offered by FOM or other faculties except courses offered to Bachelor of Accounting (Hons). The following list are recommended:
Entrepreneurship
Relationship Marketing
Retail Marketing
Event Marketing
Leadership
Services Marketing
Psychology
*Open electives (subjects from other faculties) are also offered for students to consider*
University Subjects
Character Building
Sustainable Society
Fundamentals of Digital Competence with Basic Programming
U1, U2, U3, U4 (Refer program structure)
Career Prospects
Marketing Manager/Executive, Social Media creator/administrator, SEO executive/specialist, Marketing analyst, Content marketer, Digital strategist, Product Specialist/Executive, Brand Manager, Public Relations Executive, Corporate Communications Executive and many more.
