Bachelor of Business in Marketing and Tourism and Events(Murdoch University, Australia)

Program Overview

The Bachelor of Business in Marketing and Tourism and Events (Double Major) offered in collaboration with Murdoch University, Australia, at Kaplan Higher Education Academy (KHEA), Singapore, is designed to provide students with comprehensive knowledge and practical skills in marketing, tourism management, and event planning. The program emphasizes a dual-focus approach, allowing students to gain expertise in both marketing strategies and tourism and event operations, preparing them to thrive in dynamic industries that demand creativity, strategic thinking, and operational excellence. Students develop a strong understanding of consumer behaviour, tourism trends, hospitality management, and experiential marketing, making them highly adaptable across various business and tourism-related roles.

Curriculum: The curriculum is structured to integrate core business principles with specialized courses in marketing, tourism, and event management. Students study modules such as Integrated Marketing Communications, Digital Marketing Strategies, Tourism Management, Event Planning and Coordination, Hospitality Operations, Consumer Behaviour, and Marketing Research. The program also includes practical projects, case studies, simulations, and collaborative assignments to enhance analytical, strategic, and creative problem-solving skills. Emphasis on experiential learning ensures students can apply theoretical knowledge to real-world tourism and event scenarios, preparing them for professional challenges in a global marketplace.

Research Focus: KHEA encourages students to engage in research activities that strengthen critical thinking, analytical reasoning, and evidence-based decision-making. Students have opportunities to explore emerging tourism trends, consumer insights, sustainable tourism practices, and innovative event management strategies. Guided by experienced faculty, students undertake research projects that provide practical solutions and industry-relevant insights, equipping them for advanced academic pursuits or professional careers in marketing, tourism, and events.

Industry Engagement: The program places a strong emphasis on industry engagement, offering students exposure to professional environments through internships, corporate projects, workshops, and networking sessions. Interaction with tourism operators, event management companies, and marketing agencies helps students develop professional skills, build industry connections, and understand the operational and strategic aspects of tourism and event management. These experiences enhance employability by providing students with hands-on knowledge of industry practices and business operations.

Global Perspective: Through its partnership with Murdoch University, Australia, the program provides students with a global perspective on marketing, tourism, and event management. Students are exposed to international case studies, cross-cultural management practices, global marketing trends, and sustainable tourism strategies. Opportunities for international exchange programs, global seminars, and collaboration with peers worldwide enrich students’ understanding of global business environments, preparing them to operate effectively in multicultural contexts and international markets.