Business, Management, Marketing & Tourism | Asia Pacific University (APU)

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Business, Management, Marketing & Tourism

In an era of global transformation the demands placed upon business leaders to provide leadership and insights have become imperative. The Business School at APU prepares students for a role that gives them an industry relevant edge. At the School of Business & Management at APU, we continually demonstrate high quality international curriculum through our portfolio of Business Management, Accounting and Finance Degrees at both undergraduate and post graduate levels. With a mission to develop global ready graduates, our teaching faculty engages in industry relevant research that embodies academic rigour and forward thinking to prepare our graduates towards a rewarding career.

The Aims of the APU Business, Management, Marketing & Tourism Programmes are to:

  • Facilitate your progression, both academic and practical, by developing knowledge, key skills and the capacity for independent and lifelong learning.
  • Develop your skills in innovation, ingenuity and integration as well as problem-solving and decision-making in a business context which reflects the particular focus of the programme e.g. Business Management, Human Resource Management, International Business Management, E-Business, Tourism and Marketing.
  • Develop strong communication and professional skills
  • Help you develop a Personal Development Portfolio to support your career aspirations.
  • Provide a stimulating and accessible course of study that gives you a sound grasp of business knowledge & analysis and contemporary business issues which you can develop and apply in your future employment.
The Five "I"s Model


through the design of curriculum, the module content and the learning approaches


through developing your capabilities to interrelate knowledge and to work in multidisciplinary teams


through developing your knowledge and also your abilities to communicate effectively and persuasively


through the use of group work to develop your teamwork skills and through the use of technology to achieve interactivity of devices and people


in relation to new products, ideas, applications and solutions

APU Leading Digital Transformation in Business, Management & Marketing

The Future is Technology - Every Business needs Future-Ready Digital Talents for the Digital Economy

As the 4th Industrial Revolution (IR4.0) takes over the world, we are seeing an upward trend of the amalgamation of Digital Technology with Business. As businesses infuse digital technology within their operations, Digital Transformation elevates customer experience, and transforms business models and operating models within the organisation.

“Every Business is Becoming a Technology Business”
- Manju Bansal - Digitalist Magazine - 2018
"By 2025, the total number of digital skills required by workers to perform their jobs is projected to increase over 6 times – from one billion skills today to 6.8 billion skills."
- APAC Digital Skills Index - 2020
“As digital technologies become more prevalent, the digital economy will become the foundation of the modern economy. Accelerating the digital economy is no longer an option but crucial for Malaysia.”
- Malaysia Digital Economy Blueprint - 2021
“The digital economy is expected to continue its significant contribution to the country this year, based on an estimated 19.1 per cent contribution to the GDP in 2019 by the Department of Statistics Malaysia, following a forecast of 6.7 per cent economic growth for 2021 by the World Bank. With the launch of MyDIGITAL, the expected contributions from the digital economy towards the GDP is an estimated 22.6 per cent by 2025.”
- Malaysia Digital Economy Corporation (MDEC) - 2021

For businesses to remain resilient and competitive, they need to innovate, adopt Digital Products, Digital Solutions, have a Digital Growth Strategy, use technology for expansion and growth, as well as equip their workforce with the necessary skill sets to embrace widespread transformation and digital revolution in this Digital Age. The role of “Technology in Business” is vital and technology has challenged and changed every aspect of the way businesses operate at a fast pace. Rapid globalisation has been possible because of technology. Anyone can now do business anywhere in the world with use of high-speed internet, connectivity and presence of well-connected social media. Technology has boosted the development of E-Business, E-Commerce & Digital Marketing and it has brought new dynamics to the globalisation of businesses.

Rise of E-Commerce – Buying & Selling without Borders

As the global pandemic disrupted the world, internet shopping platforms became the dominant channel for consumers to shop for essential goods and services. It is forecasted that e-business and e-commerce will sustain this upward trend and continue to grow. As future e-business professionals, you will be trained to manage business beyond traditional borders, shaping you into professionals who are able to meet future business challenges.

Digital Marketing

The increasing reliance on technology has changed the world all around us. Today, most organisations in every sector are migrating online, thereby, giving rise to Digital Marketing. Small-scale businesses to giants in the business world have realised that Digital Marketing is the most effective approach to bring their businesses to the right audience while accelerating business growth. With the COVID-19 pandemic disrupting most business operations, employers are also now actively seeking skilled employees with the right digital expertise to help drive business objectives such as revenue and brand awareness for their organisations.



Digital Marketing specialism will provide students with knowledge about a broad range of digital marketing technologies and how they are applied in practically infused digitized settings. As the future Digital Marketing experts, they will also be exposed to appropriate digital marketing tools and techniques that professionals need to stay updated with the evolving digital marketing trends.

Why Are Brands Shifting To Digital Marketing?

Professional Recognitions:

The Malaysian Institute of Chartered Secretaries and Administrators (MAISCA)

APU degrees enable graduates to satisfy educational requirements of professional registration. Upon successful completion of Bachelor Degrees in Business Management, Human Resource Management and International Business Management, students are eligible for 9-10 subjects (out of 16 subjects) exemption from the MAICSA Professional Diploma in Corporate Administration (PDCA) and MAICSA International Qualifying Scheme (IQS). The Malaysian Institute of Chartered Secretaries and Administrators (MAICSA) was founded in 1959 as an affiliated body to The Institute of Chartered Secretaries and Administrators (ICSA) in the United Kingdom. It is now one of the nine Divisions of ICSA worldwide, having achieved a Division status in 2001. Malaysian Government has gazetted MAICSA as a prescribed body under Section 139(A) of the Companies Act 1965, which means that Associate and Fellow members of MAICSA can automatically act as company secretaries without having to apply for a licence from the Companies Commission of Malaysia (CCM).


Malaysian Association of Company Secretaries (MACS)

In addition, upon successful completion of BA (Hons) in Business Management, BA (Hons) in International Business Management and BA (Hons) in Human Resource Management, graduates are eligible for 10 papers (out of 16 papers) exemptions from Malaysian Association of Company Secretaries’ Professional Examination. Malaysian Association of Company Secretaries (MACS) is an independent, self-regulating local professional body established and registered under the Societies Act 1966 on the 30th November 1989 and has been an approved body under Fourth Schedule of the Companies Act, 2016. Fellows and full members of the Association are qualified to practise as Certified Company Secretaries.


Chartered Institute of Management Accountants (CIMA)

Upon successful completion of BA (Hons) in Business Management and BA (Hons) in International Business Management, graduates are entitled to a 4-paper exemption out of 16 papers from Chartered Institute of Management Accountants (CIMA). CIMA is the world’s largest professional body of management accountants. Its unique blend of management accounting, financial accounting and business-focused subjects produces competent and confident Chartered Global Management Accountant who can lead their organisations to sustainable success.

APU partners with World Leader in Digital Marketing

APU is an approved partner of the Digital Marketing Institute (DMI).Highly acclaimed and globally recognised across the digital marketing sector, the Digital Marketing Institute (DMI) is the gold standard in digital marketing certification and works to support today’s marketers in achieving their full professional potential. DMI is the world’s leading provider in Digital Marketing Courses, with a proven track record in transforming the skills of digital professionals to help build successful careers and promote continuous learning, to shape the workforce of the future.

Programme Specific Accreditation by DMI

Future proof your career and land that dream job

CMI is the Chartered Management Institute, dedicated to increasing the number of professionally qualified managers and leaders. CMI works with education providers to inspire students to unleash their potential and become skilled, confident and successful managers and leaders identified by their Chartered status.

You have the exciting opportunity of enrolling for the APU-CMI Dual Certification by registering for a qualification through APU. By adding a CMI qualification to your University qualification you are really on the road to success.

  • Dual qualifications – When you complete your studies you will have both your University qualification AND a CMI qualification.
  • Theory into practice - CMI qualifications are highly regarded by employers as a testament that you can demonstrate the practical skills needed to perform in the workplace.
  • International stamp of approval – CMI qualifications are linked to the QCF and European Qualification Framework, so you can be assured that the qualification you are taking is of the highest standard.

Benefits for CMI Accreditation & Dual Certificate:

APU Students will become CMI Affiliate Members for the duration of their course, and will be benefited with:

  • Access to CMI’s online learning portal - More than 1,000 journal articles, e-books, and practical digital resources to enhance learning.
  • Career Development Centre: Full access to online career development portal, enabling students to obtain free CV reviews, online interview training, online skills development as well as access to thousands of jobs and internships.
  • Mentoring Service: All students can benefit from a CMI mentor to support their studies or career aspirations subject to the availability of mentors.
  • Fast-Track to Chartered Manager Status (after 3 years), and future CMI Fellow Status (after 10 years).
  • Students are able to receive a “Dual” CMI certificate for approved modules.
APU AwardCMI Qualification
BA (Hons) in Business ManagementCMI L5 Certificate in Management and Leadership
BA (Hons) in Business Management with a specialism in E-BusinessCMI L5 Certificate in Management and Leadership
BA (Hons) in Business Management with specialism in Digital LeadershipCMI L5 Certificate in Management and Leadership
BA (Hons) Human Resource ManagementCMI L5 Certificate in Management and Leadership
BA (Hons) in International Business ManagementCMI L5 Certificate in Management and Leadership
BA (Hons) in Marketing ManagementCMI L5 Certificate in Management and Leadership
BA (Hons) in Marketing Management with a specialism in Digital MarketingCMI L5 Certificate in Management and Leadership
BA (Hons) in International RelationsCMI L5 Award in Management and Leadership

Bachelor of Arts (Honours) in Media and Communication Studies

CMI L5 Award in Management and Leadership
BA (Hons) in Tourism ManagementCMI L5 Certificate in Management and Leadership
Master of Science in Global Marketing ManagementCMI L7 Certificate in Strategic Management and Leadership Practice
Master of Business AdministrationCMI L7 Diploma in Strategic Management and Leadership Practice
Master of Project ManagementCMI L7 Diploma in Strategic Management and Leadership Practice
Master of Technology ManagementCMI L7 Certificate in Strategic Management and Leadership Practice

MSc in Information Technology Management

CMI L7 Certificate in Strategic Management and Leadership Practice
Master of Business Administration (Euro Asia Business)CMI L7 Diploma in Strategic Management and Leadership Practice

Master of Science in International Business Communications

CMI L7 Certificate in Strategic Management and Leadership Practice

Doctor of Philosophy in Management

CMI L7 Award in Strategic Management and Leadership Practice

Benefits to the Student of a Dual Accredited Degree



Recent CMI graduates earn a median of £28k, compared to just £21k for a typical business studies graduate. of students agree their accredited degree gave them a competitive edge in the job application process. of students economically active within 6 months of graduation.

You are One Step Ahead in Your Career Already

The course you have chosen maps directly to CMI modules giving you an insight into what good management and leadership looks like during your time at university. These skills sets you on a clear career differentiator on graduation and boost your employability.

Research carried out by CMI found that the top 3 skills employers of first time managers look for are management of:



GET THE SKILLS EMPLOYERS WANT Boost your employability with CMI

  • Online resources to support your study
  • Mentoring and networking opportunities
  • CV builder and review service
  • Career development advice
  • Professionally recognised qualification

Stand Out from the Crowd and Get That Job !

 of CMI graduates agree they are using the skills learnt on their accredited degree in 89% their current role. 

 of CMI graduates agree the accredited degree gave them 88% good career prospects.
“Being Chartered has enabled me to not only benefit from accessing world-class resources but more crucially, connect and engage with an incredibly diverse community.”
- Manisha Mistry CMgr MCMI, Head of Digital Culture - Rolls Royce PLC
“The skills obtained through CMI are exceptional, so it would absolutely make someone stand out from the rest, primarily due to the phenomenal range of accessible resources available from ManagementDirect.
- Fadi Alzayer, Transplant Laboratory Supervisor - King Faisal Specialist Hospital and Research Centre

Your Study Progression

Business, Management, Marketing & Tourism

Undergraduate Study Areas: