The Department is currently offering Two (2)

Programmes as under:

B.A. (Hons) in Marketing

B.A. (Hons) in Branding and Advertising

The department currently has 4 full time staff.

The department prioritizes on developing well

rounded individual with both academic and

industrial experience and strength of character

to take on the world!

B.A. (Hons) in Marketing

PROGRAM B.A.(Hons) in Marketing

MAJOR AND MINOR N.A.

LEVEL OF STUDY UNDERGRADUATE

CREDIT HOURS 123 credit hours

DEGREE AWARDED BACHELOR OF ARTS

STUDY DOMAIN AREA MARKETING

LANGUAGE ENGLISH

INSTRUCTION MODE FULL TIME

Teaching PEDAGOGY Face to face lectures, tutorials, technology oriented modules and

interactive platform. Concentration areas- Critical thinking,

communication skills, teamwork effectiveness, technical skill

development.

STUDENT ASSESSMENT Formative concepts of Bloom’s Taxonomy ( level specific)

Learning efficiency and self erudition level

Hands on expertise on certain technical modules.

Conceptual knowledge

PROGRAM DURATION THREE YEARS

YEAR 1 YEAR2 YEAR 3Ethnic Relations– Local Students / Malaysian Studies –

International Students [U1]Islamic Civilisation and Asian Civilisation – Local Students / Communication in Bahasa Melayu 3 –International Students [U1]

Marketing Research Project A

Business Communication Business Mathematics Marketing Promotion

Fundamentals of Marketing Relationship Marketing Strategic Marketing

Fundamentals of Management Management Ethics Strategic Information Systems Management

Marketing In Practice Entrepreneurship International Business

Business Information System Internet in Practice Marketing Research Project B

University Life [U2] Managing People Strategic Management

Business Law – Malaysian Perspective [U3] One-to-one Marketing Services Marketing

Microeconomics E-Marketing Current Issues in Marketing

Business Accounting Customer Communication Retail Marketing

Organizational Behavior Marketing Processes ECA III (U4)

Extra-Curricular Learning Experience I [U4] Business Modelling with Spreadsheet Co-operative Placement 3

Macroeconomics Business Research Methods

Business Law ECA II (U4)

Statistics and its Applications Co-operative Placement 2

Co-operative Placement 1

Why Marketing? Offers one of the most challenging and interesting

career opportunities spanning from strategic to tactical level of job description.

Career opportunities include personal selling, advertising, research and consultancy, wholesaling and retailing, product development, packaging, branding and marketing communications.

Is an inevitable part and parcel of any industry/organization/business entity whether acting for profit or not for-profit.

Why B.A. (Hons) in Marketing?1. A degree with a Comprehensive Coverage of

almost every domain area of Marketing as a study discipline:

2. Overview: This degree constitutes of Courses/ modules pertaining to every study area under marketing as a general discipline such as Marketing Fundamentals, Relationship Marketing and Personal Selling, Direct Marketing, E-marketing, Consumer Behaviour, Strategic Marketing, Services Marketing, Marketing Communications, Marketing Research (Project), Current Issues in Marketing, and Retail Marketing

2. The quality of academic staff in the programme:

Overview- All the current full time staff are Master Degree Holders and Currently Pursuing their PhD from Public Universities in Malaysia.

This aspect reflects upon the degree of expertise and knowledge component of the lecturers, considered essential towards quality teaching and providing an effective learning curve for the student.

Professor Teck Yong EngTeck-Yong Eng is Professor of Marketing, Director, Marketing Research Group and Head of Marketing, Entrepreneurship and Global Strategy Group at Essex Business School, University of Essex. He received his PhD from The Manchester Business School, University of Manchester (formerly UMIST).

Prior to joining University of Essex, he was Professor of Marketing and Centre Director of Research in Management at the Business School Bournemouth University. He has also worked for King’s College London, Aston University and University of Lincoln. He is currently the Managing Editor of the Journal of General Management.

During the last four years, his research has taken a more international outlook with empirical research in the context of emerging Asia Pacific economies particularly China. His papers published in the Journal of World Business and Asia Pacific Business Review: about “China’s manufacturing upgrade and marketing capabilities in the global commodity chain” examined business transformation process of manufacturing firms through capability upgrading and interfirmbusiness networks.

He currently leads a range of research activities on supply chain strategy in China, R&D alliances in emerging markets, brand equity in business relationships, strategy development for client portfolio analysis, dynamic capability development for radical innovation and network resources for entrepreneurial marketing.

There are certain strong points in this program which can be utilized towards effective proposition/offering of the programme. They are provided as under:

1. 1. International Degree Pathway (IDP)

2. 2. Extra-curricular Activities (ECA)

3. 3. Co-operative Placement Services

The student learning curve is enhanced through various activities and events being participated to gain ECA points such as :

1. Career Talk

2. Workshops/Seminar

3. Industry Visit

B.A. (Hons) in Branding and Advertising

PROGRAM B.A.(Hons) BRANDING AND ADVERTISING

MAJOR AND MINOR DOUBLE MAJOR

LEVEL OF STUDY UNDERGRADUATE

CREDIT HOURS 120 credit hours

DEGREE AWARDED BACHELOR OF ARTS

STUDY DOMAIN AREA MARKETING

LANGUAGE ENGLISH

INSTRUCTION MODE FULL TIME

Teaching PEDAGOGY Face to face lectures, tutorials, technology oriented modules and

interactive platform. Concentration areas- Critical thinking,

communication skills, teamwork effectiveness, technical skill

development.

STUDENT ASSESSMENT Formative concepts of Bloom’s Taxonomy ( level specific)

Learning efficiency and self erudition level

Hands on expertise on certain technical modules.

Conceptual knowledge

PROGRAM DURATION THREE YEARS

YEAR 1 YEAR2 YEAR 3Ethnic Relations– Local Students / Malaysian Studies –

International Students [U1]Social Media Marketing Final Year Project A

Introduction to Branding Business Mathematics Strategic Advertising Management

Fundamentals of Marketing Relationship Marketing Marketing Promotion

Fundamentals of Advertising Visual Communication Advertising Media Planning

Marketing In Practice E1- Entrepreneurship/Managing People E3- Current Issues in Marketing, International Business, Strategic Marketing, Distribution Channel Strategy

Business Information System New Product Development Marketing Research Project B

University Life [U2] Design and Layout Services Marketing

Business Law – Malaysian Perspective [U3] One-to-one Marketing Strategic Brand Management

Microeconomics E-Marketing Retail Brand Management

Organizational Behavior Customer Communication ECA III (U4)

Extra-Curricular Learning Experience I [U4] Marketing Processes Co-operative Placement 3

Macroeconomics E2- Business Modeling with Spreadsheet/ Management Ethics

Services Marketing

Islamic Civilisation and Asian Civilisation – Local

Students / Communication in Bahasa Melayu 3 –

International Students [U1]

Business Research Methods

Statistics and its Applications ECA II (U4)

Co-operative Placement 1 Co-operative Placement 2

Why B.A. (Hons) in Branding and Advertising?

1. A Unique Double Major Degree

Overview: This degree in current practice is only offered by UCSI University in Malaysia. There are no similar degrees at current juncture in Malaysia offering a double major in the above discipline(s) at the undergraduate or postgraduate level, which indeed makes it a unique offering.

2. Meeting the Market Demand

Overview:

Brand proliferation of both national and international brands.

Brand consciousness of customers leading to requirement of effective brand management.

Transition of advertising into non traditional media creating higher job prospects.

Specialized skill and knowledge requirement for the job functions.

3. Program Content and Job ScopeOverview: The course strives to equally emphasize upon the strategic and tactical aspects of Branding and Advertising. The scope of this programme widens into both the areas of Brand Management and Advertising, which equips the student with knowledge and expertise of two majors and inevitably, a wider job scope and opportunity. The Programme is well designed to meet the current market demand is high for professionals with knowledge and skills pertaining to development and overall management of brands. Also, advertising as a domain, from a strategic aspect, has been mostly overlooked at the undergraduate level of study.