Bachelor of Arts (Honours) in Business Management with a specialism in AI & Business Analytics

Degree Level 1

Level 1 builds a strong foundation in how businesses operate by introducing key areas such as management, marketing, law, economics, accounting, and entrepreneurship. Students also develop essential skills in communication, digital thinking, quantitative analysis, and people management. For students choosing the AI & Business Analytics specialism, the early focus on digital thinking and quantitative skills helps them begin understanding how data and technology influence modern business decisions. This firstyear pathway ensures all students gain a solid grounding in business concepts while equipping specialism students with the mindset needed to work with data-driven insights and AI-supported tools in later levels.

Common Modules

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

Specialised Module

• Introduction to Management

Degree Level 2

Students move into more advanced business topics, including organisational behaviour, digital marketing, innovation, research methods, and financial decision-making. Those pursuing the AI & Business Analytics specialism strengthen their understanding of how organisations use data and artificial intelligence through elective modules focused on data management and AI applications in business. These areas help students develop analytical thinking, interpret business data, and understand how AI enhances efficiency and decision-making. Alongside functional management skills and exposure to industry tools, students gain the technical and analytical capabilities needed to contribute meaningfully to data-driven business environments.

Common Modules

• Behavioural Science in Organisations
• Digital Marketing
• Innovation Process
• Business Research Methods
• Delivering Customer Value
• Managing Finance

Specialised Modules

• Operations Management
• E-Business Management
• Business Ethics and Governance
• Applied Artificial Intelligence for Business
• Data Management
• Customer Experience and Personalization through AI

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 apply their earlier learning to address strategic and practical business challenges. They build leadership, strategic management, and project management skills while exploring enterprise systems and global business operations. For AI & Business Analytics students, the specialism electives further develop expertise in digital strategy, analytics, and AI-driven customer experiences. These subjects equip them to analyse complex datasets, design datainformed business strategies, and apply AI to personalise customer engagement. The Final Year Project allows students to explore analytical or AI-focused business problems, demonstrating their ability to integrate business knowledge with advanced digital and analytical competencies.

Common Modules

• Venture Building
• Global Marketing
• Managing People and Performance

Specialised Modules

• Strategic Management
• Project Management
• Managing Change
• Enterprise Resource Planning with SAP Platform
• Investigations in Business Management
• Managing International Supply Chain
• Digital Strategy and Analytics
• Artificial Intelligence in Business Management
• Final Year Project

MQA Compulsory Subjects*

• Appreciation of Ethics and Civilisation (M’sian Students)
• Malay Communication Language (Int’l Students)
• Philosophy and Current Issues
• Workplace Professional Skills
• Integrity and Anti-corruption
• Co-Curriculum

APU-DMU Dual Degree Programme

Students who are under Bachelor’s Degree Programme will have the option to opt-in for the APU-DMU Dual Degree Scheme. Under this Scheme, students will receive 2 Degree Certificates & Transcripts upon graduation: 1 from Asia Pacific University (APU), Malaysia and 1 from De Montfort University (DMU), UK.Double Your Advantage

• APU's partnership with De Montfort University (DMU), UK enables students to be awarded Dual Awards - separate degree certificates from each institution – and enhances not just teaching and learning experiences, but also career prospects.
• Upon graduation, students will receive 2 Degree Certificates & Transcripts: 1 from APU, Malaysia and 1 from DMU, UK.
• Both degrees are recognised locally & internationally.
• The APU-DMU Dual Degree Programmes are offered under an approved collaboration in accordance with the QAA UK Quality Code for Higher Education for the Assurance of Academic Quality and Standards in Higher Education as published by the United Kingdom Quality Assurance Agency (QAA).