BACHELOR OF management (Marketing)


Industry driven, active and highest quality in teaching


  1. Demonstrate competency in solving business problems related to marketing.
  2. Practice professional ethics, good leadership qualities and possess effective interpersonal skills.
  3. Embark to lifelong learning programs, engage in entrepreneurial activities and adapt to global environment and societal needs.


The course is offered on full-time mode and is based on 2 semesters academic session. The subjects are distributed and sequenced according to the level of knowledge (i.e. basic to advance). Assessment is based on formative and summative evaluation conducted throughout the semester.

Conditions for Graduation:

Graduates should fulfill all the curriculum requirement of the program.

Curriculum Structure

(23 Credits)

Appreciation of Philosophy, Values and History (4 credits)

1. Code: UICI 1012 – Islamic and Asian Civilizations (Local students) Credit: 2 or 2. Code: ULAM 1012 – Bahasa Melayu Komunikasi 2 (International Students) Credit: 2 3. Code: UHAS 1172 – Malaysian Dynamics (Local students) Credit: 2 or 4. Code: UHAK 1022 – Malaysian Studies 3 (International students) Credit: 2

Generic Skills (3 credits)

1. Code: UHAK 1012 – Graduate Success Attributes Credit: 2 2. Code: UKQE 3001 – Extra-Curricular Experiential Learning (ExCEL) Credit: 1

Knowledge Enhancement (2 credits)

1. Code: UICL 2302 – Science and Technology Thinking Credit: 2

Generic Skills or Knowledge Enhancement Elective (2 credits)**

1. Code: UHAK 2xx2 – Elective (Generic Skills) ** Credit: 2 or 2. Code: UICL 2xx2 – University Elective (Knowledge Enhancement) ** Credit: 2

Service Learning Co-Curriculum (2 credits)

1. Code: UKQX 2xx2 – Service Learning Co-Curriculum Elective Credit: 2

Entrepreneurship (2 credits)

1. Code: UHAK 1032 – Introduction to Entrepreneurship Credit: 2

Language Skills (8 credits)

1. Code: ULAB 1122 – Academic English Skills Credit: 2 2. Code: ULAB 2122 – Advanced Academic English Skills Credit: 2 3. Code: ULAB 3162 – English for Professional Purposes Credit: 2 4. Code: ULAX 1122 – Foreign Language Elective Credit: 2

(51 Credits)

Principles of Marketing

Code: SBSF 1013 Synopsis: This course is designed to expose students to the theories and practices of marketing. It also assists students to develop effective marketing strategies and marketing programmes. This course focuses on four major elements which encompass understanding the marketing management process, development of marketing strategy, marketing mix, and management of marketing at society and global levels. Credit: 3

Principles of Microeconomics

Code: SBSD 1013 Synopsis This course will provide an understanding of basic and fundamental skills of economic analysis. Undertaking microeconomics is necessary for individuals or organizations/firms make rational decisions and to evaluate the effects of the government policies. It forms the basis for understanding microeconomics and the study of the entire economy concentrating on firms, households, government and market structures. Credit: 3

Principles of Management

Code: SBSD 1033 Synopsis:   This course discusses the concepts, theories and techniques of modern management which are important in management discipline. This course covered the basic concepts and theories in the main functions of management: planning, organizing, directing and controlling. Topics that are being discussed include management and managers, evolution of management thought, social responsibility and ethics, planning, decision making, organizational structure and design, human resource management, communication, leading, team, motivation, and controlling. Credit: 3  

Principles of Macroeconomics

Code: SBSD 1053 Synopsis: This course provides students with an understanding of the factors, which affect an economy in aggregate terms such as national income, interest rates and price level. This course also explains the effects of economic policies, in particular, monetary and fiscal policies on the economic stability. This course will deliver fundamental knowledge and applications of the fundamental macroeconomics contents. Credit: 3

Business Mathematics

Code: SBSD 1023 Synopsis: This course encompasses basic mathematical concepts, techniques and applications that are useful to students in the field of business, economics, management and social sciences. The topics covered include review and revision on algebra and arithmetic: The number system, whole numbers, negative numbers, fractions, percentages and decimals, linear equations and system of linear equations and applications, quadratic functions and applications, introduction to differentiation, differentiations and optimisations and applications as well as introduction to matrix algebra. The key business topics include introduction to simple interest and compound interest, annuity, mathematics of selling, business discounts and mark-ups, business and consumer loans and early payoffs of loans. Credit: 3

Business Accounting

Code: SBSC 1303 Synopsis: This course is designed to provide an understanding of the basic principles and concepts of accounting and bookkeeping. It also covers the accounting cycle in an organization such as the use of journals, posting, preparation of trial balance, preparation of financial statements and adjustments for final accounts. In addition, the course also covers the financial ratio analysis to evaluate the performance of a business. Finally, management accounting is also introduced. Credit: 3

Integrated Marketing Communication

Code: SBSF 2023 Synopsis This course explains marketing communications from the strategic perspective of the decision makers both inside and outside the firm. Various topics are viewed from the vantage point of the key individual involved, such as the account manager, brand manager, creative, media buyer, and the Webmaster. More importantly, the course will be using the Integrated Marketing Communications (IMC) approach. Credit: 3

Marketing Information Systems

Code: SBSF 2113 Synopsis This course focuses on how technologies are changing the nature of marketing. From an applied perspective, the course explores how the technologies such as the Internet, point of-sale, data warehouse and data mining for example, can improve decision making and provide competitive advantage in global markets. This course further educates the students with the operational elements and the tools of the MkIS. The focal aim is to orient students to the theory and concepts associated with using database and mobile apps as effective marketing tools. Credit: 3

Human Resource Management

Code: SBSD 2023 Synopsis In this 21st century, organisations are faced with challenges of rapid technological change, internationalization of business, changing organisational forms and an increasingly diverses workforce. This course is designed to introduce students to the field of human resource management (HRM) and key functions of HRM in Malaysia. Topics covered include overview of HRM, followed with more specific discussions on its main functions such as recruitment, placement, training and development, compensation, employee relations, and safety and health. Credit: 3

Financial Management

Code: SBSD 1103 Synopsis This course discusses the basic concepts of accounting and financial management, methods of financial statement analysis, evaluation of financial assets in terms of risk and return, and short-term and long-term capital management of an organisation. Credit: 3

Introduction to Operation Management

Code: SBSD 2053 Synopsis This course discusses the operation management (OM) discipline that applies to virtually all productive enterprises such as office, hospital, restaurant or a factory. It focuses more on the efficient of production of goods and services through the application of appropriate tools and techniques. By studying this course, students will be able to know how significant the function of OM related to all other business functions and how goods and services are produced through the transformation of inputs to outputs. Credit: 3

Business Statistics

Code: SBSD 2013 Synopsis The course focuses on parametric statistical inference of comparing means, analysis of variance and multiple regressions. It also introduces statistical test of non-parametric analysis. The approach of teaching includes manual calculations and interpretation of computer statistical report. Laboratory data analysis is also part of the course. Credit: 3

Digital Marketing

Code: SBSF 3113 Synopsis This course focuses on a rapidly evolving area of study – the Internet. The roles on how to best utilize the Internet and the new marketing channels are changing daily. Given these characteristics, this course will be a combination of analytical/critical endeavour and practical experience – analyze new marketing opportunities arising from the Internet, assess the challenges this medium presents and develop appropriate course of action to leverage strengths of this medium. Credit: 3

Commercial Law

Code: SBSD 2073 Synopsis All commercial transactions are governed by law. This course aims to provide knowledge about areas of law which affect commercial transactions.  This course focuses on the Malaysian Legal System, Contract Law, Law of Agency, sale of goods, company law and partnership law. Credit: 3

Seminar in Contemporary Marketing

Code: SBSF 4012 Synopsis The marketing field is changing rapidly. Important new themes, such as creative strategic thinking and innovativeness; calls for marketing accountability and sustainable marketing strategies; two dimensional approach to branding are getting attention. In this course the aim is to discuss contemporary issues and theoretical developments within the scientific marketing literature. The purpose of the course is to provide students with a broad exposure to the marketing strategy literature and with a working knowledge of the important substantive topics and conceptual ideas of contemporary marketing strategy research. The course should help students critically analyze new ideas and relate these ideas to their own research interests. The course will consist of both short lectures/industrial lectures and discussions of scientific assigned articles from leading marketing journals. The main aim is to critically review, reflect and discuss a set of key readings within a topical area of marketing. During the lectures, there will be a variety of assignments. Students are asked to read the articles upfront in order to get more vivid class discussions. At the end of this course, students are required to write term project consisting of an in-depth study of a very specific topic within the contemporary area of marketing in Malaysia. Credit: 2

Strategic Marketing

Code: SBSF 4033 Synopsis: This is an advanced course in marketing strategy. The course introduces students to the strategic management and strategic marketing planning process, concept and structure, as well as the importance of vision and mission and strategies to business organization. It guides students to: Perform situation analysis (internal, customer, industry, competitor, and distribution channel analyses) using various strategic marketing tools, as well as examine the impact of globalization, IR40 and digital revolution on the marketing landscape; Determine appropriate value and marketing strategies based on the situation analysis, Establish action plan by developing strategic marketing objectives, key result areas, key performance indicators, targets, and initiatives to deploy the marketing strategies; and Develop tactical plans involving specific marketing instruments to effectively execute the action plan. The course helps students to develop the skills needed to develop and present a complete marketing plan. Learning experience using case studies will help students in making strategic marketing decisions and determining the future marketing direction of companies. Credit: 3

Final Year Project

Code: SBSF 4054 Synopsis This course is designed to give student an experience to conduct research related to the field of their study. Students will be guided to diagnose problems, investigate the background of the problems, decide the sample and subject as well as the methodology and approach of the study. Student will also be trained to review past research to develop a conceptual framework. Students collect and analyse the collected data to answer the objectives. The write up should be done systematically based on specified writing format. Credit: 4

(30 Credits)

Design and Creativity in Marketing

Code: SBSF 1023


This course presents the concepts, principles and strategies in creativity and innovation.  The aim of this course is to equip students with the knowledge and skills to manage innovation at the operational and strategic level.  Among the topics that will be lectured include important issues in managing innovation, product development and intellectual property.  Students should be able to understand the concept of creativity and innovation comprehensively, management of creativity and innovations in an organisation and methods used to develop creativity and innovation.

Credit: 3

Consumer Behavior

Code: SBSF 2103


This course introduces concepts and exploration on consumer behavior. Discussion will include issues related to globalisation and digital environment on consumer behavior and their application in the planning and organizational strategic marketing. Emphasis given on the understanding about consumer behavior, conciliation and development of marketing strategies and programs.

Credit: 3

Product Management

Code: SBSF 2123


This course covers a range of issues regarding product management function that guides every step of a product’s lifecycle: from development, to positioning and pricing, by focusing on the product and its customers first and foremost. To build the best possible product, product managers advocate for customers within the organization and make sure the voice of the market is heard and heeded.

Credit: 3

Pricing Decision

Code: SBSF 2133


This course provides a managerial introduction to the pricing concepts and strategies in the aspects of marketing decisions. This course will examine the pricing strategies and tactics as a tool that guide how firm choose its target markets, initiate, modify and develop pricing structure and integrate the pricing strategies in developing its products.  At the end of this course students are able to suggest appropriate pricing strategies to solve marketing problem.

Credit: 3

Marketing Research

Code: SBSF 3013


This course is an advanced course in marketing and become a major course for marketing students. It will expose and train students with marketing research process and the importance of marketing research into business and commerce. Students will learn about problem formulation, designing research questions, writing literature review, data analysis using SPSS software and drawing conclusions from the research findings.

Credit: 3

Services Marketing

Code: SBSF 3053


Services present special challenges that must be identified and addressed. Topics covered focus and address the problems commonly encountered in services organizations. The course highlights problems related to organizing inventory, difficulties in synchronizing demand and supply and challenges in controlling the performance quality of human interactions.

Credit: 3

Advertising and Promotion Management

Code: SBSF 3063


This course explains advertising from the strategic perspective of the decision makers both inside and outside the firm. Various topics are viewed from key individuals involved, such as the account manager, brand and creative manager, media buyer and the Webmaster.

Credit: 3

Global Marketing

Code: SBSF 3073


This course gives an early exposure to the changes, opportunities and threats that emerge in the global platform.  Students will be trained to develop critical thinking skills in facing global competition and global managerial skills.

Credit: 3

Customer Relationship Management

Code: SBSF 4023


This course illustrates a comprehensive review of Customer Relationship Management. It will explain what the CRM, the benefits, how it works, and how it will be implemented. Students learn how to find the most valuable customers and how to increase the efficiency in customer acquisition, managing customer life cycle and churn management through appropriate CRM practices.

Credit: 3

Retail Management

Code: SBSF 4063


This course exposes students to the basic concept of retailing, process and the management in retailing business. Students will be trained to choose and adopt technology such as the web, e-retailing concept, UPC, EDI as a tool to implementation the retailing strategies. At the end of the course, students will be able to design the strategies for businesses in the retailing industry, utilising suitable technologies and solve competition problems in retailing.

Credit: 3

(15 Credits)

Marketing For Innovative Products

Code: SBSF 3043 Synopsis: This course views product innovation and the management of new product development from a strategic perspective. Students will gain an appreciation for the importance of product innovation especially for companies wanting to regain and retain competitive advantage within their industry. The course considers the planning, development and implementation of new products within the context of a competitive and dynamic marketing environment, the fast pace of technology development, the convergence of industries and the increasing sophistication of the consumer. Credit: 3

Supply Chain Management

Code: SBSF 3083 Synopsis: This course is designed for early exposure and understanding of the theory and practical in purchasing and supply chain management (SCM). It guides students to develop effective purchasing and SCM strategies.  The course focuses on seven major elements which encompass quality, quantity, cost, delivery, supplier selection and relationship and purchasing process as well as business market demands. Credit: 3

IP Management and Cyber Law

Code: SBSF 3123 Synopsis This course aims to equip students with legal knowledge suitable for technopreuneurs and managers. It focuses on how the changes in information and communication technologies, present fundamental challenges to the existing law. This course provides an overview of specific categories of law (contract, tort, criminal law and intellectual property) in the context of cyberspace related to business, finance and social issues at national and international levels. Credit: 3

Tourism Marketing

Code: SBSF 3103 Synopsis This course introduces marketing concepts in the tourism industry.  It emphasises the technique and modern marketing mix, the characteristics of tourists, managing demand, tactical plan and strategies of marketing of tourism industry. Credit: 3

Islamic Marketing

Code: SBSF 3133 Synopsis This course is an elective course that identifies the features of the Islamic structure of International Marketing practices and ethics. This course focuses on the contemporary Islamic ethical practices that elevates the standards of behaviour of traders and consumers alike and creates a value-loaded framework for firms, establishing harmony and meaningful cooperation between international marketers and their Muslim target markets. Students are exposed to an entire Islamic marketing functions that entails to ethical concerns, value creation and innovation. The course also provides insights into key elements such as, distribution channels, retailing practices, branding, positioning, and pricing; all within the Muslim legal and cultural norms. Credit: 3

Sports and Leisure Marketing

Code: SBSF 4143 Synopsis This course covers a range of issues regarding Leisure services and sport marketing.  Among others it will discuss the Leisure services industry infrastructure as well as the conceptual underpinnings of marketing services on leisure organisation & co-ordination, for example, destination marketing, and consumption.  Contemporary issues in leisure services and sports marketing will also be covered, for example the market development of screen tourism, and the growth of medical tourism in Asia and Malaysia in particular. Credit: 3

Healthcare Marketing

Code: SBSF 4153 Synopsis This course provides students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the course offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market. It describe and critically analyse marketing theories and methodologies, applied to health care marketing to understand health care markets and consumer decision making about health. It will foster an understanding in market research as applied to health care products, services, and social marketing campaigns. Students will be exposed to the links between strategic planning and marketing, uses of social marketing and marketing communications, especially social media, in health care sector.  Student will be trained to develop a marketing plan for a health care service, or a social marketing campaign, more specifically, health care consumption decisions, that are subject to substantial ethical considerations and public-policy scrutiny; are made by multiple decision makers, often with competing economic interests; involve wide variation in levels of end-user knowledge and motivation yet often rely heavily on co-production; are made within rapidly-changing technological environments requiring education of stakeholder groups. Credit: 3

Brand Management

Code: SBSF 4043 Synopsis: The course describes some of the past and present challenges faced by brand managers. It introduces the branding principles, models and frameworks to help students plan and execute brand strategies. Credit: 3

Social Marketing

Code: SBSF 4093 Synopsis: This course introduces the concept of social marketing as a mean of responding and helping in the needs of society or a community. The course is divided into four sections, Social Marketing vs. Commercial Marketing, Analyzing the Social Marketing Environment, Developing the Social Marketing Strategies, Implementation of Social Marketing Strategies. Credit: 3

Logistic Management

Code: SBSF 4103 Synopsis This course includes all the activities required to move product and information to, from, and between members of a supply chain. Additionally, logistics management provides the framework for business and their suppliers to jointly deliver goods, services, and information efficiently, effectively, relevantly, and in a sustainable manner to customers. Furthermore, this course exposes students to logistics mission, business process, and strategies needed to achieve integrated logistics and supply chain operations. Credit: 3

Sustainability Marketing

Code: SBSF 4113 Synopsis This course introduces issues related to environmental marketing. Topics covered includes the theoretical basis, managerial perspective, public policy viewpoint and for empirical evidence for sustainable marketing activities. Credit: 3

(12 Credits)

Industrial Training (Practical)

Code: SBSF 4058 Synopsis: Industrial training is an essential component in the development of the practical skills required by a student prior to graduation. It is also an aspect of education that integrates knowledge with planned and supervised career-related work experience processes. The purpose of the course is to develop and strengthen the students’ educational and career preparation. It allows the students to understand the connection between what is studied and how it is applied in the real world.  It also exposes the students to the interpersonal relationships a job requires, both with co-workers and superiors that are essential in obtaining a successful and satisfying career. Credit: 8

Industrial Training (Report)

Code: SBSF 4044 Synopsis: Students are expected to submit a report and present on the activities and experience they went through. Credit: 4


Graduates of the programme may work as product marketing managers, marketing assistants/executives, purchasing and administration executives, or hold management and marketing related posts in industries within an ICT environment or in ICT-based organisations.


Students are given the opportunity to register for courses in participating local and international universities.  The grades and credits gained can be transferred for purposes of graduation.

Program Specifications
Program Name: Bachelor of Management (Marketing)

Final Award: Bachelor of Management (Marketing)

Awarding Institution: Universiti Teknologi Malaysia (UTM)

Teaching Institution: Universiti Teknologi Malaysia (UTM)

Programme Code: TP 22 (SBSF)

Professional or Statutory Body of Accreditation: NA

Language(s) of Instruction: Bahasa Malaysia and English

Mode of Study: Conventional

Mode of operation: Self-govern

Study Scheme: Full Time (FT) and Part Time (PT)

Study Duration:

Minimum   : 4 years (FT) / 6 years (PT)

Maximum   : 6 years (FT)

For more information about the admission process,

   Contact ;


+6075537809 / +6075537573 (International Students)

+6075537809 / +6075537632 (Malaysian Students)


   To know more about the programme,


Name: Dr. Mazilah Abdullah
Phone Number: 019-7247212

  Any inquiry about course registration, please contact:


Name: FM Academic Office
Phone Number: +607-5610188
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