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Bachelor of Science (Honours) in Marketing

Course Content

Program Description

This programme will develop the students on the specific knowledge and skills across a broad range of marketing applications including brand management and loyalty, customer service, public relations, market research, consumer behaviour, marketing psychology and advertising strategy. This programme also emphasizes in developing student’s management skills to adapt with the external environmental change. This programme aims to promote critical awareness of marketing. It aims to introduce students to important developments and to enable them to develop appropriate practical and transferable skills in the field of marketing.

Duration: 3 years
Intake: June & September

Year 1

A. Core Course
Quantitative Methods A
Quantitative Methods B
Introduction to Business and Management
Management and Financial Accounting A
Management and Financial Accounting B
Business Study Skills
CORE Economics A
CORE Economics B
Law for Business A
Law for Business B
Financial Markets and Institutions
Principles of Organisation and Management
Probability and Optimisation
Operations Strategy
Statistical Methods
Business Information Systems
Human Resource Management
International Business
Operations Management
Industrial Training

Year 2
B. Specialization Course
Introduction to Marketing
Principles of Marketing
Marketing Communication
Consumer Behaviour
Marketing Research
Marketing Strategy and Management
Advertising Strategy
The Marketing of Services
Customer Insight Project
Advanced Consumer Psychology
Corporate Social Responsibility
Industrial Organisation

Year 3

D. Compulsory Course (MPU)
Tamadun Islam and Tamadun Asia
Bahasa Melayu Komunikasi 2
Hubungan Etnik
Pengajian Malaysia 3
Bahasa Kebangsaan A*
Moral Studies
Community Service

Entry Requirement

i. A pass in Sijil Tinggi Persekolahan Malaysia (STPM), with a minimum Grade C (GP 2.00) in any 2 subjects, and a pass in Mathematics and English at Sijil Pelajaran Malaysia (SPM) level or any equivalent qualification ; OR
ii. A pass in Sijil Tinggi Agama Malaysia (STAM), with a minimum grade of Jayyid , and a pass in Mathematics and English at SPM level; OR
iii. Pass Unified Examination Certificate (UEC) with 5 credits ; OR
iv. Pass Matriculation/ Foundation/ Pre-University with a minimum of CGPA of 2.00 out of 4.00, or any equivalent qualification; OR
v. Any qualifications equivalent to Diploma (Level 4, MQF) or Advanced Diploma (Level 5, MQF); OR
vi. Other related equivalent qualifications recognised by the Government of Malaysia. 
• Students are required to achieve a minimum score of 6.0 for International English Language Testing System (IELTS) OR its equivalent.
Duration: 3 years
Intake: June & September

Additional Criteria

* Local studentswithout credit in Bahasa Melayu in SPM are compulsory to take Bahasa KebangsaanA in U2 at any level.

** All degree students including local students who have obtained creditBahasa Melayu in SPM and who have taken Bahasa Kebangsaan A at earlier levelwill take MPU3333 Entrepreneurship.

Elective Choice

C. Elective Course
Students are require to choose 4 out of 8 elective courses as below:
Operation Strategy
Economics for Managers
Corporate Governance & Regulation
Evolution for Management Thought
Business Planning
Strategic Management