Diploma in Digital Marketing

COURSE MODULES

Year 1 

Introduction to Accounting

This module is designed to introduce accounting concepts to students such as accounting equation, double entry system, ledger and journals, types of assets, liabilities, capital, and also preparation of trading, profit and loss account and balance sheet. Besides that, this module also introduces how to evaluate stocks, preparation of bank reconciliation and control accounts.

Introduction to Economics

This module covers economic concepts, theories, and techniques, focusing on microeconomics and macroeconomics. It uses a market, supply, and demand model, analyzing trade-offs and choices at the firm level. It also examines macroeconomic issues and government policy's role in addressing microeconomic market failures and macroeconomic objectives.

Basic Concepts of Marketing

This module explores marketing concepts, processes, strategies, environmental influences, consumer buying behaviors, international marketing, and product and promotion strategies, focusing on consumer and business buying behaviors.

Introduction to Digital Marketing

This module teaches students digital marketing skills, including channels, tools, and techniques. It covers customer profiles, campaign planning, implementation, and monitoring on social media, Google Ads, and Facebook. Students will understand principles, execute campaigns, and create content for customer lifecycles.

Design Thinking

This module explores Design Thinking's application in fields like engineering, management, and information technology. It explores its application in problem-solving, business model design, facilitation, mediation, visualization, and innovation, urging users to enhance their methods and toolboxes.

Business Statistics

This module covers basic statistics in business, practical applications, data collection, presentation, probability, normal distribution, hypothesis testing, one-sample tests, two-sample tests, variance analysis, categorical data tests, simple regression, and correlation.

Introduction to Finance

This module covers financial environment, interest rate fundamentals, risk and return, time value of money, corporate securities, valuations, financial statement analysis, and capital budgeting concepts.

Introduction to Management

This module delves into the fundamentals of management, including planning, organising, directing, and monitoring, and emphasises the significance of effective communication among managers.

Content Marketing

This module teaches students about content strategies, their role in inbound and email marketing campaigns, and their execution. It covers planning, content creation, promotion, optimisation, email campaigns, and marketing automation.

Search Engine Marketing and Optimization

This module teaches students SEO strategies, content role, search and display campaigns, remarketing, and advanced Google Ads features. Students will learn to implement optimisation, analyse competitive SEO, and execute paid campaigns for search, display, video, and mobile.

New Venture Creation

This module forms the basis for a structured programme, for potential and existing entrepreneurs to capitalise on opportunities to start and grow sustainable businesses that form part of the mainstream economy. Students will learn to tender for business opportunities within both the public and private sectors.

Community Service

This module explores community involvement projects, proposal preparation, and effective project characteristics. It uses interactive classes, group discussions, experiential learning, and volunteerism to teach values, ethics, leadership, teamwork, and social responsibility.

Appreciation of Ethics and Civilizations /Malay Communication Language I

This module aims to teach students about ethics and civilisation in Malaysia's diverse society, focusing on its historical evolution from pre-colonial to post-colonial times. It emphasises the importance of understanding these concepts in a diverse society, fostering national unity and integrating them into academic activities. This module also highlights the role of globalisation and information technology in shaping national unity. It uses High Impact Education Practices (HIEPs) to deepen understanding and address challenges in sustaining ethics and civilisation in Malaysia.

Year 2

Operations Management

This module covers management organisation operations, efficient workplace design, method study, work measurement principles, planning, scheduling, and control systems for manufacturing and service-oriented businesses, with students completing group projects and reports.

Web Design and Development

This module teaches students web programming basics, including HTML, CSS, JavaScript, AngularJS, PHP, Node.JS, MySQL, and wireframes. It emphasises web design and good coding practices. Students use editors like Notepad, Notepad++, and Brackets for hardcoding and managing web pages. Dynamic web development is demonstrated using XAMPP and common frameworks like Bootstrap and Vue. Students will complete a web development project.

Social Media Marketing

This module teaches students about social media marketing strategies, including content creation, social listening, influencer marketing, and campaign execution. Students will learn to plan, execute, and monitor ad campaigns, analyse user behavior, and optimise them effectively.

Consumer Behaviour

This module includes the economic, sociological, and psychological factors that influence consumer behaviour and how these factors may be used to enhance the practice of marketing.

Introduction to Business Laws

This module explains Malaysia's legislative bodies' law-making processes, Malay Ruler roles, contract law, contract elements, terms, types, discharge, legal remedies, Islamic transactions, insurance, sale of goods, hire purchase laws.

Introduction to HRM

This module covers Human Resource Management in Malaysia, including job design, recruitment, selection, development, career management, and diversity management.

Marketing Analytics

This module teaches students about digital marketing strategies, user behavior analysis, and campaigns using Google Analytics. It covers dashboard setup, report customisation, goal tracking, and conversion rate analysis. Students will understand and use Google Analytics reports and metrics for marketing campaign evaluation.

Big Data and Emerging Innovation

This module covers big data management, storage, analysis, and visualisation, providing fundamentals, technology, and tools for real-world problem solving, machine learning, predictive modeling, and advanced analytics applications.

Business Mathematics

This module teaches fundamental mathematical skills for business, finance, and investment decision making, focusing on arithmetic operations like addition, subtraction, multiplication, division, fractions, and algebraic operations.

Integrity and Anti-Corruption

This module explores corruption concepts, including integrity, anti-corruption, corruption behavior, power abuse, and prevention methods. It uses experiential learning through individual and group activities, aiming to equip students with knowledge on integrity, corruption, anti-corruption, and power misuse prevention.

Final Year Project

This academic module focuses on preparing a project plan for business activities, integrating theoretical principles with practical aspects. Students learn data collection, analysis, and decision-making under the supervision of a management lecturer, integrating relevant references.

Organisational Behaviour

This module offers students a comprehensive understanding of Organisational Behaviour theories, focusing on how individual and group behaviours influence organizational culture, design, ethics, learning, and structure, while facilitating experiential learning in conflict resolution, communication, decision making, leadership, and politics.

Year 3

Practical Training

This module exposes students to the working environment of organisations outside the university, allowing them to apply lecture concepts and theories to practical business management practices.