The Bachelor in Digital Marketing (Honours) is designed to prepare students for careers in today's AI-driven and data-centric marketing industry. The programme combines marketing strategy, digital technologies, analytics, content creation, social media, e-commerce, and consumer behaviour to equip graduates with practical and future-ready skills.

Key Benefits

• Industry-focused curriculum aligned with the latest digital marketing trends.
• Approved academic partner of the Digital Marketing Institute (DMI), a globally recognised professional body for digital marketing education.
• Learn AI-enabled marketing, digital analytics, SEO, SEM, content marketing, e-commerce, and social media strategy.
• Develop practical skills through live projects, case studies, and digital campaigns.
• Complete a 16-week industrial internship with industry partners.
• Opportunity to participate in the APU-DMU Dual Degree Scheme, allowing students to graduate with degrees from APU (Malaysia) and De Montfort University (United Kingdom).
• Strong emphasis on employability through industry engagement and practical learning.

Programme Structure

Degree Level 1 – Business & Marketing Foundations

Students develop essential business, communication, and marketing knowledge.

Core 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 – Digital Marketing

Students build advanced digital marketing knowledge and practical technical skills.

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
• Social Media and Communication
• Creative Copywriting

Degree Level 3 – Advanced Digital Marketing

Students develop strategic expertise in AI-enabled and data-driven marketing.

Common Module

• 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

Disciplines / Specialisations Offered

This programme focuses exclusively on Digital Marketing and integrates key disciplines including:

• Digital Marketing Strategy
• AI in Marketing
• Social Media Marketing
• Search Engine Optimisation (SEO)
• Search Engine Marketing (SEM)
• E-Commerce
• Consumer Behaviour
• Digital Content Creation
• Marketing Analytics
• Customer Relationship Management (CRM)
• Marketing Automation
• Marketing Intelligence
• Performance Marketing
• Creative Copywriting

Career Outcomes

Graduates are prepared for careers such as:

• Digital Marketing Executive / Manager
• Social Media Strategist
• Digital Sales & Marketing Manager
• SEO / SEM Manager
• Content Marketing Strategist
• E-Commerce Executive / Manager
• Marketing Data Analyst
• Customer Experience (CX) Specialist
• CRM & Marketing Automation Specialist
• Performance Marketing Manager
• Marketing Communications Manager
• Digital Campaign Strategist
• Brand Executive
• Digital Media Planner
• Entrepreneur

Student Visa Requirements

International students must obtain a Malaysia Student Pass (Student Visa) before commencing studies.

Typical requirements include:

• Valid passport
• Official APU Offer Letter
• Academic transcripts and certificates
• Proof of English language proficiency (if applicable)
• Passport-sized photographs
• Medical examination
• Student Pass application through Education Malaysia Global Services (EMGS)
• Proof of sufficient financial resources
• Mandatory medical and health insurance

Programme Highlights

• Ranked among the Top 2% Universities Worldwide
• Malaysia's Premier Digital Tech University
• Approved partner of the Digital Marketing Institute (DMI)
• Students from 130+ countries
• Three-year honours degree
• Industry-focused curriculum covering AI, analytics, e-commerce, SEO, SEM, and social media
• 16-week industrial internship
• Opportunity to participate in the APU-DMU Dual Degree Scheme
• Practical learning through live digital campaigns and marketing projects
• Strong employer engagement and graduate employability
• Scholarships available for eligible international students.

Latest Updates (2026)

• The curriculum has been enhanced to prepare graduates for an AI-driven, data-centric marketing environment, with specialised modules in Digital Strategy and Analytics, Behavioural Science & Marketing Analytics, Enabling Technologies for Digital Marketing, and Digital Execution.
• APU continues its partnership with the Digital Marketing Institute (DMI), providing students with exposure to globally recognised digital marketing standards and industry best practices.
• Students benefit from a compulsory 16-week industrial internship and have the option to enrol in the APU-DMU Dual Degree Scheme, enabling eligible graduates to receive degree certificates from both Asia Pacific University (Malaysia) and De Montfort University (United Kingdom).