Bachelor of Business in Banking and Marketing (Double Major)

Program Overview

The Bachelor of Business in Banking and Marketing (Double Major) offered by Murdoch University at Kaplan Higher Education Academy (KHEA), Singapore is an interdisciplinary undergraduate program that combines comprehensive knowledge of banking operations with expertise in marketing strategy and consumer engagement. This dual-major degree equips students with skills in financial management, investment analysis, and risk assessment, alongside marketing fundamentals such as digital marketing, brand management, and consumer behavior. Graduates are prepared for careers that bridge finance and marketing, enabling them to contribute to both organizational financial performance and market growth initiatives.

Curriculum: The curriculum integrates core business foundations with specialized studies in banking and marketing. Core courses include economics, accounting, finance, business law, statistics, and research methodology. The banking major emphasizes corporate banking, financial institutions, investment analysis, risk management, and regulatory compliance. The marketing major covers consumer behavior, digital marketing, integrated marketing communications, brand management, marketing strategy, and e-commerce. Students engage in case studies, group projects, simulations, and a capstone project to apply interdisciplinary knowledge to practical banking and marketing scenarios.

Research Focus: The program encourages applied research connecting banking and marketing disciplines. Students explore topics such as financial performance and consumer behavior analysis, marketing strategy effectiveness, brand management, digital marketing analytics, and risk management in financial services. Supervised research projects or dissertations provide opportunities to develop analytical, critical-thinking, and problem-solving skills while addressing practical challenges in financial and marketing operations.

Industry Engagement: KHEA emphasizes strong industry engagement to ensure graduates are job-ready. The program incorporates guest lectures from banking professionals, marketing experts, and corporate advisors, along with workshops, seminars, and live client projects. Students may pursue internships or industry placements in banks, marketing agencies, financial institutions, or consultancy firms, gaining practical exposure to banking operations, marketing campaigns, CRM platforms, and analytics tools. These engagements help students build professional networks and develop skills highly valued in both finance and marketing sectors.

Global Perspective: Delivered in Singapore, a leading financial and business hub in Asia, the program provides a global outlook through Murdoch University’s internationally recognized curriculum and cross-campus exchange opportunities. Students benefit from exposure to multicultural cohorts, regional and international case studies, and global best practices in banking and marketing. The dual focus prepares graduates for careers in multinational banks, marketing teams, corporate finance departments, and consultancy firms, equipping them with the knowledge and skills to operate effectively in global business environments.