Marketing is a valuable tool that helps businesses reach the right customers, establish brand awareness, increase revenue and achieve business goals. Pursuing this field as a career can get you hired across various industries, as many companies need marketing professionals.
This field is also currently in high demand in Malaysia. The Institute of Labour Market Information and Analysis reported 33,079 job vacancies for marketing roles in the fourth quarter of 2023. Since companies are seeking marketing professionals, you can find many opportunities to enter this field and work up to a managerial role.
Marketing managers typically have a bachelor’s degree in marketing or a related field. They may also hold a postgraduate degree, such as a Master of Business Administration (MBA), to equip themselves with the necessary skills and knowledge to succeed as a manager.
Read on to learn how you can embark on a journey to become a marketing manager.
What is a marketing manager?
A marketing manager oversees an organisation’s marketing activities to create a demand for its products or services. They develop and execute strategies to improve brand identity, consumer engagement and revenue growth.
They typically work with team members who serve different marketing and creative service roles, such as content writers, graphic designers and digital specialists. They may also collaborate with other departments like sales and product management to enhance their understanding of the products and customers.
Marketing managers often work with individuals outside of their organisation. They may interact with vendors, people in the media and partners to find new avenues to engage with potential customers.
These marketing professionals provide updates to the senior leadership team about ongoing marketing activities and performance. They may report to the director of marketing, chief marketing officer (CMO) or chief executive officer (CEO).
Marketing managers work in various industries, such as hospitality and tourism, business, and finance. Some specialise in different areas of marketing, such as digital marketing, brand marketing and affiliate marketing.
What does a marketing manager do?
A marketing manager generally oversees the operations of an organisation’s marketing team. Their responsibilities may include:
- developing and executing marketing strategies across various channels
- performing market research to identify trends, monitor competitors and understand customer preferences
- handling budgets for marketing campaigns
- setting KPIs to measure the performance of marketing campaigns
- optimising digital marketing efforts such as social media engagement, pay-per-click (PPC) and search engine optimisation (SEO)
- supervising the creation of promotional content for print and digital media
- gathering and interpreting customer feedback to find areas for improvement
4 steps to becoming a marketing manager in Malaysia
Discover how to be a marketing manager in Malaysia with the steps below. The position typically requires a degree and several years of relevant work experience.
- Get an undergraduate degree
After finishing your secondary education with an SPM qualification or equivalent, you can pursue a Diploma in Marketing or a pre-university programme. Diploma programmes typically take two and a half years to complete. You can also apply for graduate roles in marketing as a diploma holder.
Upon completing your diploma or pre-university course, you can further your studies by gaining a bachelor’s degree in marketing. You will learn essential skills and knowledge in this field, with subjects like Consumer Behaviour, Marketing Metrics, Digital Marketing and more.
A bachelor’s programme usually takes three years of study. You may also be required to complete an internship as part of your course, giving you an opportunity to gain early industrial exposure and experience before officially entering the job market.
This academic credential can help increase your career prospects and earning potential when you start your career. Working professionals wanting to switch from their current career to marketing can also pursue an undergraduate degree in this field.
- Gain work experience
You need to have a combination of relevant educational background and years of industrial experience to apply for marketing manager roles. Your career may begin in an entry-level role such as account coordinator, social media coordinator or marketing assistant. Some tasks you may perform in a junior position include administrative duties, assisting with market research and writing ad copy.
Once you are competent in these basic tasks, you can take on mid-level roles like social media specialist, brand strategist or marketing analyst. You may be assigned with more responsibilities related to marketing management, such as coordinating marketing events and projects, presenting reports to clients and senior management, and analysing customer data.
The more experience you gain, the higher your chances of getting promoted as a marketing manager. Employers usually look for candidates with proven experience in managing successful marketing campaigns and projects.
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Obtain a postgraduate degree
You can pursue an MBA to gain a broader understanding of leadership, human resources and finance. This can help you develop a strong foundation of business expertise to become a well-rounded manager.
You can also study a specialised MBA in marketing to gain relevant industry knowledge and skills to help you flourish in your career. Some subjects that may be included in marketing-focused MBAs are Product and Brand Management, Economics for Managers and International Marketing.
An MBA typically takes one to three years. Studying this programme also gives you many networking opportunities with peers, faculty members and industry professionals. These connections are valuable for your professional growth, especially if these professionals work in the same field.
A postgraduate qualification can improve your credibility and set you apart from other candidates. Some senior roles may also require you to have a postgraduate degree.
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Get relevant certifications
Another way to boost your employability in the job market is by earning marketing-related certifications to learn new skills, such as social media marketing, web analytics and email marketing.
Not only do these extra certifications demonstrate your expertise in using various marketing tools and platforms, but they also show employers your eagerness to gain new skills and knowledge to flourish in your marketing role.
Marketing manager salary in Malaysia
The average monthly salary for marketing managers in Malaysia ranges from RM5,000 to RM6,000, according to Indeed. Discover the average salary for a marketing manager in each state and territory below, ranked from highest to lowest.
| State/territory | Average salary per month |
|---|---|
| Melaka | RM7,000 to RM8,000 |
| Kuala Lumpur | RM6,000 to RM7,000 |
| Johor | RM6,000 to RM7,000 |
| Labuan | RM5,000 to RM6,000 |
| Selangor | RM5,000 to RM6,000 |
| Perlis | RM5,000 to RM6,000 |
| Putrajaya | RM5,000 to RM6,000 |
| Penang | RM5,000 to RM6,000 |
| Sarawak | RM5,000 to RM6,000 |
| Terengganu | RM4,000 to RM5,000 |
| Negeri Sembilan | RM4,000 to RM5,000 |
| Perak | RM3,000 to RM4,000 |
| Kedah | RM3,000 to RM4,000 |
| Sabah | RM3,000 to RM4,000 |
| Pahang | RM3,000 to RM4,000 |
| Kelantan | RM2,000 to RM3,000 |
What skills do marketing managers need?
These are some of the top marketing manager skills you should have to succeed in your role.
Soft skills
Creative thinking: Creativity is essential in this role as you need to find innovative ways to promote a brand. This skill is also important when you’re brainstorming ideas to create advertising material as well as planning promotional activities and events.
Communication: Marketing managers interact with a wide range of people, such as team members, clients, other department managers and more. Having excellent communication skills allows them to deliver their ideas effectively, build rapport with stakeholders and make collaborative decisions.
Organisation: Managers handle multiple projects at the same time. You need to be highly organised and make sure that all tasks are completed on time by setting reasonable deadlines, getting regular updates and keeping track of important information.
Collaboration: Many individuals are involved in developing and implementing marketing activities. Being a good collaborator can lead to increased productivity and motivation among team members, as well as improve the success rate of marketing campaigns.
Leadership: This skill is important as you will lead a team as a marketing manager. You must be able to provide guidance to your team members and help them work towards achieving business goals. Some marketing initiatives also require you to supervise and facilitate activities across various departments.
Problem-solving: You may face hurdles in managing marketing ventures. Having strong problem-solving skills allows you to think creatively and analytically to find solutions to various issues, such as reaching your target audience, improving campaign strategies and adapting to market trends.
Hard skills
Technical expertise: It’s essential to have basic knowledge of different tools and platforms to execute marketing plans across various channels. Technical skills allow you to effectively utilise various types of marketing, such as content marketing, search engine marketing (SEM) and mobile marketing.
Market research: Performing market research is crucial to understand customer behaviour and market trends. You must be skilled in gathering data to gain meaningful insights that can help you target the right customers and increase sales.
Data analytics: This skill is important as you need to evaluate the performance of your marketing campaigns to identify which strategies are working and which areas need improvement. This information can be used to improve future marketing activities.
Budget management: You need to know how to prepare budget plans to finance marketing campaigns effectively. This skill also involves keeping track of expenses until the end of the campaign to ensure they don’t go over the budget.
Business development: Having this skill is crucial as one of the main tasks of a marketing manager is to find ways to promote business growth. You need to create and build good relationships with prospective and existing partners, identify business opportunities and convert leads.
Digital marketing: Many marketing activities nowadays occur online, so you must be knowledgeable in planning and executing digital marketing strategies. Some of these skills can include social media marketing, PPC, SEO and email campaigns.
Lead your marketing team to success
Marketing is a versatile career as you can choose different areas of specialisation and work in various industries. Becoming a manager in this field is a rewarding career path as you get to contribute to your organisation’s revenue growth directly in various ways. Take the first step in your marketing journey by studying a relevant degree. Discover diverse marketing courses offered by top universities in Malaysia here.
Learn the knowledge, skills, techniques, and ethics required to implement effective and efficient marketing strategies for products and services. This includes analysing market trends, defining target markets, creating marketing strategies, and unlocking business opportunities in various marketing fields.
Programme highlights
- Bringing industry experience into the classroom.
- A syllabus that is centred around digital marketing.
Career Paths
As graduates of this programme, you have the opportunity to explore a wide range of careers in:
- Marketing
- Management
- Public Relations
- Advertising
- Sales
This programme provides a comprehensive understanding of various business disciplines, equipping students with the latest skills and values. It covers key marketing concepts and trends, both locally and globally. Students will learn to engage and influence customers, develop brand loyalty and execute strategic marketing campaigns. Upon completion, they will be equipped with a range of skills to succeed in the world of marketing.
Career paths
Graduates of this programme will have a broad scope of roles available to them, including:
- Market Researcher
- Advertising Executive
- Advertising Account Planner
- Digital Marketing Executive
- Sales Executive
- Creative Executive
- Social Media Executive
- Purchasing Development Executive
This programme offers a robust basis of business knowledge and skills that can be applied globally. It focuses on managing and improving business operations, equipping you with the ability to lead and manage organisations. You will develop a deeper understanding of management and other essential aspects of business administration.
Highlights of this programme:
- Study overseas - Opportunity to transfer to UK and Australian partner universities.
- Specialisations - You can select from six different specialisations that will allow you to explore and focus on the specific business areas that interest you the most.
- Finance
- Management
- Global Business and Sustainability
- Marketing
- Digital Marketing and Analytics
- Digital Business and Transformation
Career paths
Graduates of this programme will have a broad scope of roles available to them, including:
- Business Consultant
- Public Relations Specialist
- Entrepreneur
- Product Development Manager
- Business Developer
- Strategic Marketing Expert
- Social Media Specialist
- Market Researcher
This online course enables you to earn a marketing degree while working.
100% online learning
Enjoy 24/7 online access to all your course materials.
Career paths
Graduates can pursue careers such as:
- Marketing Personnel
- Sales Personnel
- Advertising Personnel
- Product Manager
- Marketing Consultant
This programme cultivates an innovative mindset among its graduates, providing them with the necessary tools to succeed in today's ever-changing business landscape. Through a combination of theoretical frameworks and practical applications, the programme equips students with the expertise to tackle marketing challenges on a global scale. The hands-on module is developed to encourage adaptability to dynamic business environments, enabling students to see challenges as opportunities for growth and success.
Highlights of this programme:
- Study overseas - Opportunity to transfer to Australian partner universities.
- Dual Awards - Attain dual awards from Taylor's University and either the University of the West of England in the United Kingdom or Queensland University of Technology in Australia.
Career paths
Graduates of this programme will have a broad scope of roles available to them, including:
- Brand Manager
- Business Consultant
- Customer Service Manager
- Entrepreneur
- Foreign Trade Consultant
- Import and Export Manager
- International Trader
- Marketing Communication Manager
- Product Manager
- Sales Manager
This online course enables you to earn a marketing degree while working.
100% online learning
Enjoy 24/7 online access to all your course materials.
Career paths
Graduates can pursue careers such as:
- Marketing Personnel
- Sales Personnel
- Advertising Personnel
- Product Manager
- Marketing Consultant
This three-year course focuses on marketing on an international scale, equipping students with the skills to align an organisation's goals and resources with the needs of the global market.
Job-ready skills, relevant to industry
Learn to analyse market and operational data, understand consumer and competitor motivations, and align strategic marketing initiatives to your company's business objectives.
Career paths
Graduates can take on roles such as
- Marketing Executives
- Industrial Marketers
- Product Development Managers
- Business and Marketing Strategists
- Service Quality Experts
- Customer Relationship Managers
This course aims to produce skilled professionals in business and entrepreneurship-related fields.
Career paths
Graduates can pursue careers such as:
- Business Owner
- Entrepreneur
- Executive in the fields of business, marketing, sales or human resources
This programme is designed to equip students with the following skills and knowledge:
- A competitive edge with the latest technologies aligned with the Industrial Revolution 4.0.
- A comprehensive understanding of management principles and marketing theories, along with practical skills necessary to start a successful marketing and digital marketing career.
- A grasp of marketing functions within a business by utilising vital planning techniques for managing business information analytics, along with other modules.
- Learn about customer behaviour, values, international marketing, decision-making, and management, as well as the impact of marketing in various contexts.
- Awareness of diverse digital marketing technologies and their practical application in digital settings.
- The capability to assess and suggest appropriate digital tools and techniques to maximise market potential through social media platforms.
Specialism
Aside from the general Bachelor of Arts (Hons) in Marketing Management degree programme, you can also choose to undertake the Bachelor of Arts (Hons) in Marketing Management with a specialism in Digital Marketing.
APU-DMU Dual Degree Programme
Students can enrol in the APU-DMU Dual Degree Scheme as part of this programme. This scheme enables students to receive two degree certificates and transcripts upon programme completion: one from Asia Pacific University (APU), Malaysia and the other from De Montfort University (DMU), UK.
Accreditation
- Chartered Management Institute (CMI)
- Students have the opportunity to register for the APU-CMI Dual Accreditation. This means they can also opt-in for a CMI L5 Certificate in Management and Leadership. The certificate will be awarded to the students subject to moderation by CMI.
- Digital Marketing Institute (DMI)
- APU is partnered with DMI, the globally recognised gold standard in digital marketing certification. DMI is dedicated to supporting marketers in their career development by providing expertise and promoting continuous learning opportunities to shape the future workforce.
Career paths
As graduates of this programme, you have the opportunity to explore a wide range of careers, such as:
| Marketing | Digital Marketing |
|---|---|
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This degree is designed to produce adaptable graduates who possess a range of marketing skills and tools that meet the business demands of today.
Upskill programmes
Students can enhance their digital marketing skills and gain a better understanding of the e-commerce landscape through:
- Google Ignite
- Alibaba.com Global Digital Talent (GDT)
International and professional accreditation
This degree is recognised by the following professional bodies:
- Malaysian Association of Company Secretaries (MACS)
- The Chartered Institute of Management Accountants (CIMA)
Career paths
As graduates of this programme, you have the opportunity to explore a wide range of careers, such as:
- Sales and Marketing Consultant
- International Marketing Executive/Manager
- Event Management Executive/Manager
- Business Development Executive/Manager
- Brand Executive/Manager
- Product Executive/Manager
- Advertising Executive/Manager
This programme teaches the management and marketing skills needed for business analysis in both local and global enterprises. The curriculum is tailored to prepare students for success in practical business environments, enhancing their communication and problem-solving abilities.
Collaboration with University of Sunderland
SEGi academics and the teaching staff from the University of Sunderland provide a wealth of knowledge and practical training in marketing and business management.
Programme highlights
- Gain the art of creating compelling content.
- Learn the science of analyzing marketing data.
- A curriculum with a focus on digital marketing.
- Guest lectures by lecturers from the UK.
Career Paths
As graduates of this programme, you have the opportunity to explore a wide range of careers in:
- Advertising
- Public Relations Agencies
- Sales
- Direct Marketing
- Media
- Digital Communications
This degree programme emphasises the marketing aspects of managing and promoting tourism destinations. It aims to prepare graduates to become effective managers or entrepreneurs who can lead and manage their own businesses successfully. The programme covers various business disciplines within the economy, such as accommodation, shopping, logistics, recreation and food sectors. Additionally, it incorporates elements of digital technology to provide a comprehensive understanding of the modern tourism industry.
International and professional accreditation
This degree is recognised by the Chartered Institute of Management Accountants (CIMA).
Career paths
As graduates of this programme, you have the opportunity to explore a wide range of careers, such as:
- Tourism Marketing Manager
- Event Manager
- Hotel/Resort Manager
- Tour Manager
- Travel Agency Manager
- Tourist Information Centre Manager
This degree programme will enhance your skills in recognising trends, comprehending consumer behaviour and creating captivating advertising campaigns. You will study modules on customer insights, brand management and social media.
Collaboration with the University of Greenwich
SEGi academics and the teaching staff from the University of Greenwich provide a wealth of knowledge and practical training in digital marketing and advertising.
Programme highlights
- A comprehensive approach that blends traditional marketing principles with innovative digital advertising techniques.
- The marketing subjects in this programme have been ranked the highest overall in London.
- It is an innovative and pioneering initiative in the UK and the only one of its kind in Malaysia.
Accreditation
- The programme is accredited by the Chartered Institute of Marketing (CIM) and the Chartered Institute of Data and Marketing (IDM).
- There are paper exemptions from CIM and IDM examinations.
Career Paths
As graduates of this programme, you have the opportunity to explore a wide range of careers in:
- Advertising
- Public Relations Agencies
- Sales
- Direct Marketing
- Media
- Digital Communications
Modern BBA curriculum, job-ready skills
The programme aims to provide an internationally recognised marketing degree while producing graduates with solid business skills, entrepreneurial spirit, and leadership abilities.
Career paths
Upon completion of this programme, graduates will have a broad scope of roles available to them in:
- Private sector in all core industries
- Government agencies
- Educational institutions
- Multinational organisations
- Global businesses
- Industrial R&D in related fields
This programme aims to produce business professionals who possess essential skills and knowledge in the field of marketing.
International and professional accreditation
Students are eligible to receive professional qualification exemptions from the Chartered Institute of Marketing (CIM).
Career paths
Graduates can seek employment in the following areas:
- Sales and Marketing
- Market Research
- Advertising and Promotion
- International Marketing
- Product Development
Course code according to campus
- KL (R2/0415/6/0083A)(09/28)(MQA/FA 3916)
- Pahang (N/0415/6/0033)(10/30)(MQA/PA 16915)
The Master of Business Administration in Marketing by SEGi focuses on business and organisations within the context of marketing, examining how marketing can help develop a competitive edge for a company in today’s challenging environment. Students will be exposed to the future of marketing in terms of trends and modern practices that affect the competitiveness of organisation.
This programme aims to introduce innovative business understanding that integrates cutting-edge research and practice across all key business areas to cater and adapt to the ever-competitive industry.
It also enables students to develop key leadership skills such as communication, teamwork, and problem-solving. The Master of Business Administration in Marketing is grounded in principles that underpin businesses today and will equip students with a fresh strategic approach to the issues managers encounter.
Dual Award Programme
Students under this programme will have the choice to opt-in for Dual Award. Under this scheme, students will receive two awards: one from SEGi University, Malaysia and one from University of Central Lancashire, UK.
Gain Entry Admission via Accreditation of Prior Experiential Learning (APEL)
Shorten your study duration through CREDIT EXEMPTIONS obtained via your work experience and prior learning.
Career Paths
As graduates of the programme, you can explore careers such as:
- Marketing and Sales Manager
- Market Research Analyst
- Media Planner
- Product Manager
- Advertisement Manager
The Master of Science in Global Marketing Management is designed to equip critical managers, senior executives, executives, entrepreneurs and other professionals for a career in global marketing by developing the necessary knowledge and competencies in the identification, evaluation and solution of problems encountered in global marketing and the development of international marketing strategies. In addition, it is designed for those with an undergraduate background in business and those from other industry areas interested in developing a comprehensive understanding of concepts and current theories in the management of global companies.
APU-DMU Dual Degree Programme
Students in this programme will have the option to opt in for the APU-DMU Dual Degree Scheme. Under this Scheme, students will receive two Degree Certificates and Transcripts upon graduation: one from Asia Pacific University (APU), Malaysia and one from De Montfort University (DMU), UK.
Chartered Management Institute (CMI Accreditation)
Students have the exciting opportunity to enrol for the APU-CMI Dual Accreditation by registering for qualification through APU. Students taking the Master of Science in Global Marketing Management course will also have the option to opt in for a CMI L7 Diploma in Strategic Management and Leadership Practice, which will be awarded subject to moderation by CMI.
This programme is specifically designed to provide:
- An overview of marketing in a global environment.
- An understanding of the marketing blueprint that can be used in all countries, whether as a standard approach or adapted to the specific characteristics of a particular market.
- Focus on thinking and planning marketing activities at a global level in light of the market and its requirements.
Upon completion of the Master of Science in Global Marketing Management programme, graduates will have a broad scope of business roles available to them, including:
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