BA (Hons) in Business Management - E-business Specialization

Program outline

This program is specifically designed to provide students with:

• An understanding of the context, nature, role, and significance of e-business activities as undertaken by managers in a range of organizations.
• A comprehensive understanding and application of creating, funding, and managing Internet businesses in a dynamic business world.
• Exposure to theoretical and practical issues of conducting business over the internet and the Web.
• A wide range of employment skills such as critical thinking, problem-solving and interpretive skills, effective written and oral communication, using IT in business applications, and the ability to conduct research into e-business issues.

Degree level 1

Students will gain a basic understanding of the context within which business operates - Management, Law, Accounting, Economics, Entrepreneurship, and Marketing. We will also expose them to business & communication skills, computing & IT skills and quantitative skills, independent learning. All Business Management programs have a common first year so that they will get a solid grounding in business management theories and practices.

Common modules

• Introduction to Management
• Accounting Skills
• Business and Communications Skills
• Business Economics
• Business Law
• Digital Thinking and Innovation
• Fundamentals of Entrepreneurship
• Marketing
• People Management
• Quantitative Skills

Degree level 2

Students will be exposed to more advanced levels of the curriculum including behavioral science, business ethics & governance, critical thinking in management, and creativity and innovation. Besides, they will also specialize in the areas of e-business management, e-commerce, and e-marketing. An in-depth understanding of functional management in various areas will be developed as well. They will gain further understanding of core business processes through the industry-leading software supported by SAP. We will further nurture their independent learning to prepare them for the workplace and for further researches.

Common modules

• Behavioural Science in Organisation
• Business Ethics and Governance
• Business Research Methods
• Delivering Customer Value
• Enterprise Resource Planning with SAP Platform

Specialized modules

• E-Business Management
• E-Commerce
• Digital Marketing
• Operations Management
• Creativity and Innovation

Elective modules (choose 2)

• Managing Finance OR Financial Management
• Critical Thinking in Management OR
• Multimedia Application

Internship (16 weeks)

Students will undertake an Internship/Industrial Training for a minimum period of 16 weeks to prepare them for a smooth transition from the classroom to the working environment.

Degree level 3

Students will make use of their previous studies and industrial experience to extend their familiarity in tackling more practical and modern issues of the e-Business ecosystem, such as search engine optimization and techniques, understanding of e-business system operations, and more. Leadership and strategic management skills will be taught, with the aim to groom them as business leaders. A final year project requires them to explore a topic individually - they will demonstrate the academic and practical aspects of their ability in the chosen area of study.

Common modules

• Strategic Management
• Enabling Technologies for Digital Marketing

Specialized modules

• E-Business Project
• E-Business Procurement
• Contemporary Management
• Global Marketing
• Investigation in E-Business
• Managing Change
• Digital Strategy and Analytics

Elective modules (choose 2)

• Corporate Finance OR Building Customer Relationships
• Integrated Marketing Communications OR
• Retail Marketing Management

MQA compulsory subjects*

• Ethnic Relations (M’sian Students)
• Islamic & Asian Civilisation (M’sian Students)
• Malaysian Studies (Int’l Students)
• Malay Communication Language (Int’l Students)
• Workplace Professional Communication Skills
• Employee & Employment Trends
• Co-Curriculum

(*All students are required to successfully complete these modules as stipulated by the Malaysian Qualification Agency.)

Note: The specialism will appear only in the academic transcript.

Career options

• New Business Development Manager
• E-Business Consultant
• Technopreneur
• Online Marketing Specialist
• Digital Advertising Specialist
• Sales and Marketing Manager
• Digital Marketing Manager
• E-Commerce Specialist
• Digital Marketing Analyst
• Web Analytics Manager
• Social Media Specialist
• ​Marketing Manager

APU - Leading digital transformation in business, management, and 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 organization.

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 the 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 globalization has been possible because of technology. Anyone can now do business anywhere in the world with the use of high-speed internet, connectivity, and the 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 globalization of businesses.

Rise of e-commerce – Buying and 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.