Heriot-Watt University Malaysia HWUM Rankings, Courses, Fees, Admission 2024 & Scholarships

Course Overview

Throughout the degree, you'll explore various courses focusing on three important themes for future marketers: Global marketing, Digital marketing, and Sustainable marketing. You'll learn from experienced faculty who blend marketing theory with real-world insights drawn from their research and industry expertise. The goal is to ensure that what you learn aligns with today's marketing landscape, whether in business-to-consumer or business-to-business contexts. In the initial year, you'll cover fundamental business areas such as Management, Accounting, Finance, Economics, and Marketing. As you progress through Years 2, 3, and 4, the focus shifts to more specialized marketing courses. These specialized courses, developed in collaboration with industry leaders, are designed to future-proof your learning and align with the Chartered Institute of Marketing's accreditation criteria: Global Strategic Marketing: Focuses on strategic marketing techniques in a global setting, including competitor analysis, market segmentation, forecasting, and product portfolio analysis. Marketing Insights: Teaches how to conduct and analyze market research to gain valuable insights for specific business situations using various data collection and analysis methods. Responsible Marketing: Explores the complexities in marketing and consumer behavior, examining sustainability's role and current debates about the impact of marketing actions. Branding: Explores branding theories and their application in marketing strategies, emphasizing a strategic approach to branding. Future Issues in Marketing: Analyzes emerging global market trends using marketing principles to understand and assess these trends. Digital Analytics for Marketing: Explores digital analytics' role in shaping search engine marketing strategies and website design, demonstrating their application in monitoring marketing performance.