BACHELOR

OF

BUSINESS ADMINISTRATION (HONS)

MARKETING SPECIALISATION

AWARDED BY RAFFLES UNIVERSITY ISKANDAR, MALAYSIA

 

DURATION : 2.5 YEARS

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Course Overview

The Bachelor of Business Administration (Hons) is a full-time three-year degree programme that focuses on producing professionals capable of applying social and ethical responsibilities, analytical skills, competitiveness and entrepreneurship in business. An important feature of this business programme is the requirement of a final year project (FYP) and a professional (internship) attachment. These together will bring reflective and analytic learning experience to students and further strengthen their creativity and managerial skills with a capstone Strategic Management module.

Students with a Raffles Advanced Diploma are given credit transfer into the programme and can complete the degree in 1 year.

Career Opportunities

  • Sales and Marketing Senior Executive 

  • Banking Consultant

  • Customer Relationship Manager

  • Finance Manager
  • Human Resource Executive

  • Administration Manager

  • Retail Manager
  • Business Development Manager

Bachelor of
Business Administration (Hons)
Marketing Specialisation
Duration : 12 months

• Business Mathematics
The module is designed to enable students to learn and apply mathematics skills in business
• Consumer Behaviour
This module provides the student with an awareness of the ways in which the social sciences can assist in developing an understanding of individual consumers. The subject introduces the students to the key principles and concepts used by marketers to analyze and respond to consumer needs and demands.  Students will then apply core marketing principles, internal and external factors that influence consumer behaviour to marketing decision making.
• Ethics and Organization
This module explores some of the ethical and human rights issues confronting contemporary organisations. In the module, the main ethical perspectives adopted by individuals and organisations are considered.
• Quantitative Methods
This module provides students with a conceptual understanding of the use or quantitative methods in the management decision-making. The many quantitative methods are explained – including how they work – and students will be shown how decision makers apply these methods and interpret data. 
• Macroeconomics
This module provides insights into the analysis of contemporary economic events and enables students with skills to assess the likely trends in macroeconomic variables that will facilitate decision making. 
• Managerial Accounting
This module aims to develop knowledge and understanding of the importance of performing and analyzing cost and quantitative information to support management planning and decision-making in a variety of business contexts 
• Leadership and Innovations
This module introduces students to traditional and modern concepts of leadership, and focuses on skill and knowledge development and organizational operations, effectiveness and competition, and social responsibilities.

 

• Business-to-Business Marketing
The module aims to provide students with a sound introduction to the distinct nature of business-to-business (B2B) marketing, as well as its relative importance compared to consumer-focused marketing.
• Service Marketing
The aim of this module is to learn how service marketers can make use of all essential 4s to position their services. Students will learn how to manage and build loyalty, and have an effective service recovery and customer feedback system in place.
• Final Year Project I
This project is intended to be the culmination of learning undertaken in the Bachelor of Business Administration (Honours) programme through the completion of an appropriate project and a written project report. The project provides an opportunity for students to define and to manage a self-contained task, which requires the use of cognitive, and project management skills.  Students will apply concepts and principles learned in other courses to real situations.
• Applied Market Research
This module is designed to introduce business students to applied research methods and to facilitate students’ understanding of the role of research skills in business.  Applied research has a practical problem-solving emphasis which responses to solving business problems through research processes to identify answers to specific research questions.
• Sales and Management
This module aims to raise the students’ awareness of, and critically examine, the nature and relative importance of sales management, while emphasizing the links between selling and marketing strategy.
• E-Marketing Strategy
This module introduces the application of marketing principles and techniques via the Internet. E-Marketing is the process of marketing a brand using the Internet and includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.
• Personal Selling
This course focuses exclusively on professional business-to-business selling rather than retail selling. Early introduction of the Personal Selling Process (PSP) engages students from the beginning, with tools for converting prospects into customers. This course includes discussion of technology tools and services that facilitate sales.
• Retail Marketing
The key concepts, methods and techniques will be introduced in lectures but students will be expected to work cooperatively in groups and work on both individual and team activities.
• Final Year Project II
This project is intended to be the culmination of learning undertaken in the Bachelor of Business Administration (Honours) programme through the completion of an appropriate project and a written project report. The project provides an opportunity for students to define and to manage a self-contained task, which requires the use of cognitive, and project management skills.  Students will apply concepts and principles learned in other courses to real situations.

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