The Bachelor of Business in Accounting and Marketing (Double Major) offered by Murdoch University at Kaplan Higher Education Academy (KHEA), Singapore is a professionally oriented undergraduate degree that blends rigorous accounting discipline with contemporary marketing expertise. This double-major program prepares students to understand the full financial lifecycle of organisations while simultaneously mastering customer-focused strategies, digital channels, and brand management. Graduates emerge with a balanced skill set—financial literacy and compliance knowledge from accounting, together with data-driven marketing, consumer insight and campaign execution capabilities—making them highly employable across corporate finance, marketing teams, consultancies and entrepreneurial ventures.
Curriculum: The curriculum combines essential business foundations with specialised streams in accounting and marketing. Core business units typically cover economics, business law, management theory, statistics for business, and research methods. The accounting major includes topics such as financial accounting and reporting, management accounting, taxation principles, auditing fundamentals, and accounting information systems. The marketing major features consumer behaviour, marketing research, integrated marketing communications, digital marketing and e-commerce, brand management, and marketing strategy. Integrated learning is reinforced through case studies, group projects, practical labs and a capstone or honours project that requires students to synthesize accounting and marketing knowledge in real-world scenarios.
Research Focus: The program encourages applied, industry-relevant research that bridges business practice and academic inquiry. Research themes commonly pursued include corporate financial performance and reporting quality, taxation and compliance, managerial decision-making using accounting data, consumer analytics, digital marketing effectiveness, branding in multicultural markets, and data-driven marketing strategy. Students have opportunities to undertake supervised research projects or dissertation work that address practical problems faced by businesses in the Asia–Pacific region.
Industry Engagement: KHEA’s delivery of Murdoch University programs emphasises strong industry engagement to ensure graduates are job-ready. The program typically integrates guest lectures from accounting firms and marketing agencies, industry-led workshops, live client projects, and professional skills modules (e.g., communication, negotiation, ethical practice). Students are supported to pursue internships or industry placements where available, enabling hands-on experience with financial systems, marketing campaigns, CRM platforms and analytics tools. These industry interactions help build professional networks and enhance employability in accounting firms, corporate marketing departments, media agencies and consulting practices.
Global Perspective: Delivered in Singapore—a regional business and financial hub—the program offers an international outlook through Murdoch University’s global curriculum standards and opportunities for cross-campus exchange. Students benefit from exposure to multicultural cohorts, regional case studies, and global best practices in financial regulation and marketing strategy. The double-major’s combination of accounting and marketing is particularly valuable in cross-border business environments, preparing graduates to work in multinational corporations, regional headquarters, and export-focused enterprises across Asia and beyond.
