Bachelor of Arts in Digital Marketing (Honours)

About APU

Why choose APU?

Malaysia’s Premier Digital Tech University

5-Star Excellence Rating (SETARA)

100% Employability Rate

Ranked No.20 for International Students in the World

More than 90,000 Graduates & Alumni

268 Awards in 2025 - National & Global Recognition!

Dual Degree

APU-DMU Dual Degree Programme

Students who are under Bachelor’s Degree Programme will have the option to opt-in for the APU-DMU Dual Degree Scheme. Under this Scheme, students will receive 2 Degree Certificates & Transcripts upon graduation: 1 from Asia Pacific University (APU), Malaysia and 1 from De Montfort University (DMU), UK.

Learn More

Accreditation

APU is an approved partner of the Digital Marketing Institute (DMI). Highly acclaimed and globally recognised across the digital marketing sector, the Digital Marketing Institute (DMI) is the gold standard in digital marketing certification and works to support today’s marketers in achieving their full professional potential. DMI is the world’s leading provider in Digital Marketing Courses, with a proven track record in transforming the skills of digital professionals to help build successful careers and promote continuous learning, to shape the workforce of the future.

Learn More

Requirements

General Requirements

Direct Entry to Level 1 of the Degree

STPM

2 Passes in STPM with a minimum Grade C (GP 2.0) and a Pass in English and Mathematics at SPM Level or its equivalent.

A-Level

2 Passes (Grade A-D) in A-Level with a Pass in English and Mathematics at SPM/ O-Level/ IGCSE or its equivalent.

UEC

5 Grade B’s in UEC with a Pass in Mathematics and English.

Matriculation/ Foundation

Passed Foundation programme (minimum CGPA of 2.0).

Entry to Level 2 of the Degree

Diploma

Successful completion of the APU Diploma or
Successful completion of studies in another recognised institute with academic credits equivalent to Level 1 of an Honours Degree

(Subject to the approval of the APU Academic Board)

* The requirement to pass Mathematics and English subjects at STPM, A-Level and UEC can be waived should the qualifications contain Mathematics and English subjects with equivalent/higher achievement.

Note: The above entry requirements may differ for specific programmes based on the latest programme standards published by Malaysian Qualifications Agency (MQA). The qualification and entry requirements for the programmes will be determined based on the "Comparison List of Equivalency of International Qualifications with SPM (O-Levels equivalent) and STPM (A-Levels equivalent)" published by Malaysian Qualifications Agency (MQA).

English Requirements

International Students

IELTS : 5.5
TOEFL IBT : 46
Pearson (PTE) : 51
MUET : Band 4

For more information please click HERE

Programme Outline

What We Teach

This programme is specifically designed to provide students with:

A deep understanding of the principles, technologies and strategic frameworks that underpin contemporary digital marketing, along with the practical skills required to excel in an AI-driven, data-centric marketing landscape.
Comprehensive knowledge of digital marketing analytics, performance measurement frameworks, and data-driven strategic planning techniques essential for managing modern marketing intelligence and optimising digital decision-making.
Familiarity with a wide spectrum of digital platforms, tools, and emerging technologies and how they are deployed in real-world digital environments.
The ability to critically evaluate, select, and apply appropriate digital tools, content strategies, and optimisation techniques across social media, search, e-commerce, and omnichannel ecosystems to maximise customer engagement and organisational growth.

Degree Level 1
Students will learn fundamental essential skills required by every business management professional, and the basic understanding of the context within which businesses operate Entrepreneurship, Marketing, People Management and Accounting. We will also expose them to business & communication skills, computing & IT skills, quantitative skills, and independent learning. All Business Management they are exposed to a solid grounding in business management theories and practices.
Common Modules

Introduction to Management
Fundamentals of Accounting
Business and Communications Skills
Business Economics
Business Law
Digital Thinking and Innovation
Fundamentals of Entrepreneurship
Marketing
People Management
Quantitative Skills
Degree Level 2
A broader and more advanced range of digital marketing competencies will be developed as students progress through the programme. They will gain a deep understanding of making, and the specialised skills required to design, plan, and implement integrated digital marketing strategies. Students will learn how digital technologies, automation, AI applications, and performance metrics support modern organisational operations and shape competitive advantage in dynamic markets.
Common Modules

Business Ethics and Governance
Innovation Process
Business Research Methods

Specialised Modules

E Commerce
B2B Marketing
Delivering Customer Value
Consumer Behaviour
Marketing Intelligence and Research
Digital Marketing
Digital Marketing Channels
Socia Media and Communication
Creative Copywriting
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 mastery of advanced digital marketing practices. They engage with strategic digital planning, performance optimisation, analytics, automation tools and emerging technologies that drive modern marketing environments. A Final Year Project serves as the capstone experience, requiring students to create and execute a comprehensive digital marketing initiative that integrates strategy, content, analytics and year project demonstrates their readiness to marketing settings.
Common Modules

Venture Building

Specialised Modules

Digital Content Creation
Building Customer Relationship
Global Marketing
Digital Marketing Communications
Investigations in Marketing Management
Digital Strategy and Analytics
Marketing Management Project
Strategic Marketing Planning
Digital Execution
Behavioural Science & Marketing Analytics
Enabling Technologies for Digital Marketing
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
(*All students are required to successfully complete these modules as stipulated by the Malaysian Qualification Agency.)

Degree

The Future is Technology

The Future is Technology - Every Business needs Future-Ready Digital Talents for the Digital Economy.

As the 4th Industrial Revolution (IR4.0) takes over the world, we are seeing an upward trend of the amalgamation of Digital Technology with Business. As businesses infuse digital technology within their operations, Digital Transformation elevates customer experience, and transforms business models and operating models within the organisation.

“Every Business is Becoming a Technology Business”

- Manju Bansal - Digitalist Magazine - 2018

"By 2025, the total number of digital skills required by workers to perform their jobs is projected to increase over 6 times – from one billion skills today to 6.8 billion skills."

- APAC Digital Skills Index - 2020

"As digital technologies become more prevalent, the digital economy will become the foundation of the modern economy. Accelerating the digital economy is no longer an option but crucial for Malaysia.”

- Malaysia Digital Economy Blueprint - 2021

“The digital economy is expected to continue its significant contribution to the country this year, based on an estimated 19.1 per cent contribution to the GDP in 2019 by the Department of Statistics Malaysia, following a forecast of 6.7 per cent economic growth for 2021 by the World Bank. With the launch of MyDIGITAL, the expected contributions from the digital economy towards the GDP is an estimated 22.6 per cent by 2025.”

- Malaysia Digital Economy Corporation (MDEC) - 2021

For businesses to remain resilient and competitive, they need to innovate, adopt Digital Products, Digital Solutions, have a Digital Growth Strategy, use technology for expansion and growth, as well as equip their workforce with the necessary skill sets to embrace widespread transformation and digital revolution in this Digital Age. The role of “Technology in Business” is vital and technology has challenged and changed every aspect of the way businesses operate at a fast pace. Rapid globalisation has been possible because of technology. Anyone can now do business anywhere in the world with use of high-speed internet, connectivity and presence of well-connected social media. Technology has boosted the development of E-Business, E-Commerce & Digital Marketing and it has brought new dynamics to the globalisation of businesses.

RISE OF E-COMMERCE – BUYING & SELLING WITHOUT BORDERS

As the global pandemic disrupted the world, internet shopping platforms became the dominant channel for consumers to shop for essential goods and services. It is forecasted that e-business and e-commerce will sustain this upward trend and continue to grow. As future e-business professionals, you will be trained to manage business beyond traditional borders, shaping you into professionals who are able to meet future business challenges.

Business, Management, Marketing & Tourism

Collaborative Industrial Partners

Industry-academia collaboration is a strategic necessity to ensure the quality and relevance of our programmes. Through our Industry-Academia Collaboration (IAC) model, we design programmes in collaboration with inputs from the industry, that are also aligned with the government’s initiatives to address the shortage of skilled talents. Over the years, APU has established collaborations with key industry players worldwide; we have been delivering highly-relevant programmes that help us develop skilled and professional graduates for the workforce.

Learn More

Facilities

Facilities at APU

The APU Centre Point & Atrium serves as a melting pot of cultures from all over the world. Here, cultural activities are organised regularly at the campus, fostering long-lasting intercultural relationships among APU students, who come from over 130 countries.

Career Path

Your Career Path

Digital Marketing Executive / Manager

Social Media Strategist

Digital Sales and Marketing Manager

SEO/SEM Manager

Content Marketing Strategist

E-commerce Executive / E-commerce Manager

Marketing Data Analyst

Customer Experience (CX) Specialist

CRM & Marketing Automation Specialist

Performance Marketing Manager

Marketing Communications Manager

Digital Campaign Strategist

Malaysian

RM32,400

Year 1

RM33,400

Year 2

RM34,600

Year 3

RM100,400

Total for Malaysian

International

RM34,900
(USD9,185)

Year 1

RM36,100
(USD9,500)

Year 2

RM37,500
(USD9,870)

Year 3

RM108,500
(USD28,555)

Total for International

MQA Cert

Programme code : (R3/0415/6/0021)(03/30)(A6225)

* Fees stated here do not include Deposits and other Miscellaneous Fees.

* For international student, fees indicated exclude the 6% Sales and Service Tax (SST) imposed by the Malaysian Government. This tax is applicable to all fees throughout the duration of the studies.

* Please refer to Fee Guide for details.

All information is correct at the time of publication, but is subject to change in the interest of continuing improvement.

Note : All fees are payable in Ringgit Malaysia (RM). Any USD amounts indicated by APU are for reference only and are non-binding. The final amount payable is the RM amount stated in the official invoice, and the University will not entertain any claims arising from foreign exchange fluctuations.

Open Day

Learn More