What will I learn?


This honors degree programme provides the requisite knowledge, skills and competencies in marketing theories, perspectives and applications in a globalised world. Graduates will be able to formulate marketing plans, craft marketing strategies and manage customer relations in a challenging and socially networked environment.

Students can apply to be CIM (Student) Affiliate at discounted membership fee.

Learning outcome

Upon completion of the programme, students are expected to be able to:

• Demonstrate a secure knowledge and understanding of the variety of organizational types, objectives, operational behavior and managerial and strategic approaches, both within and between organizations

• Evaluate markets as a method of resource allocation, ‘markets failures’ and policy corrections, both product and factor markets

• Analyses how consumer behavior responds to a variety of price and non-price ‘signals’

• Critically analyses the contribution of the internal environment to formulating and implementing business decisions, including internal relationships, sources of power, communication structures, management and development of people

• Demonstrate a critical awareness of the external environment within which businesses operate, including economic, technological, demographic, environmental, ethical, legal, political socio-cultural and cross-cultural aspects

• Use inductive, deductive and other analytical approaches to identify potential linkages between variables and generate testable hypotheses

• Evaluate the contribution of various qualitative and quantitative techniques to the solution of problems identified

• Use communication and information technology effectively for business applications

• Devise marketing strategies through effective problem solving and decision making

Career outcome

• Marketing Director

• Corporate Branding Consultant

• Business Development Manager

• Sales Director

• Retail Manager

• Advertising & Promotions Manager

• Product Development Director

• Brand Director

• Director of Consumer Research

• Digital Marketing Manager

• Social Media Consultant

Which department am I in?

Faculty of Business, Hospitality and Communication Studies

Study options

Full Time (3 years)

Tuition fees
Information not available

Please check with institution

Start date

September 2020, January 2021


First City University College

No.1, Persiaran Bukit Utama,

Bandar Utama,



47800, Malaysia

Entry requirements

For international students

Successful completion of STPM or equivalent

Other qualifications equivalent to 12 years High School recognized by the Malaysian government

IELTS band 6.0


About this uni

First University UC’s work-relevant courses and industry connections are designed to ensure graduate employability.

  • Diverse campus with students from over 73 countries
  • High-quality, industry-relevant course curriculum
  • Excellent track record of student employability
  • Eco-friendly campus in premium urban setting