BA (Hons) in Services Management

This programme is specifically designed to provide:

• An understanding of the context, nature, role and significance of management activities as undertaken by managers in a range of service organisations.
• An opportunity to develop well-researched, logical and integrated solutions to multi-faceted problems in uncertain and dynamic contexts.
• A critical awareness of services in business and the environment.
• A vocationally relevant degree which will enable you to become operationally effective in a services management role as quickly as possible.

Admission Requirements:

• 2 Principal Passes at STPM level and with 4 Credit Passes at SPM; or
• 2 Passes at ‘A’ Levels; or
• The APIIT/APU Foundation or equivalent with CGPA of 2.0; or
• 5 Grade B's in UEC; or
• Canadian Pre-University (CPU) with minimum average of 50%; or
• Australian Matriculation (AUSMAT) with minimum average of 60%; or
• South Australian Matriculation Certificate (SAM) with minimum of 60%; or
• International Baccalaureate with minimum 24 marks;
• Victorian Certificate of Education with minimum average of 50%;
• Ontario Secondary School Diploma with minimum average of 50%; or
• A qualification that APU accepts as equivalent to the above.

What you will study

LEVEL 1

This is the same as Level 1 for the Tourism Management Programme so that you can sample the subject area before deciding whether or not a Programme in Services Management is right for you.

The Legal, Business Environment, and Computing and IT in the Workplace modules provide you with a context within which Business operates. The Business and Communications Skills module provides the skills and competence that will be used throughout the course.

You are introduced to the four principal functions of a business; Management, Marketing, People Management & Accounting. The importance of, and relevant skills for independent learning are also introduced. Introduction to Services Management builds on the earlier Introduction to Management by exploring the specific issues involved in managing services. The module Introduction to Travel & Tourism provides the necessary pre-requisites for later modules.

Common Modules with BA (Hons) in Tourism Management

• Accounting Skills
• Business and Communications Skills
• Business Environment
• Computing and IT in the Workplace
• Introduction to Management
• Introduction to Services Management
• Legal Environment of Business
• Marketing
• People Management
• Quantitative Skills

In addition to the above, all students are also required to successfully complete General Studies modules as stipulated by the Malaysian Qualification Agency, as well as fulfill credit requirements for Co-Curricular Activities.

LEVEL 2

The Organisational & Customer Value modules provide a common input to other management courses in the Programme. However the other modules consider various services application sectors (Professional Services Management, Tourism, Recreation, and Financial Services) and their integrated management as well as important areas of business for services management including Advertising and Public Relations, Research Methods, and B2B Marketing.

You may, if you wish, take the option of a work placement before the start of Level 3.

Common Modules

• Business Ethics and Governance
• Commercial Law
• Creativity and Innovation
• Customer Lifestyle and Behavior
• Delivering Customer Value
• Management Information Systems in Organisation
• Research Methods

Specialised Modules

• E-Commerce
• Financial Management
• Operations Management
• Professional Services Management
• Services Management

INTERNSHIP

After the completion of Level 2 students will undertake a short Internship/Industrial Training. This will prepare them for a smooth transition from the classroom to the world of Services Management.

LEVEL 3

The emphasis here is on Strategy and Marketing together with modules that deal with issues which are particularly prominent in services management such as Performance Management, Customer Relationships, People Management and high people contact applications such as Retailing, Conferences, Exhibitions and Events. The Project further develops the academic and practical aspects of your areas of study and reinforces your independent learning skills.

Common Modules

• Global Marketing
• Marketing Decision Making
• Marketing People, Places and Performance
• Strategic Human Resource Management

Specialised Modules

• Building Customer Relationship
• Business Ideas Generation
• Entrepreneurship
• Investigations in Services Management
• Meeting, Incentives, Conventions and Exhibitions
• Monitoring and Evaluation of Service Management
• Services Management Project

CAREERS IN SERVICES MANAGEMENT

It could include customer satisfaction management, sales, personnel, market research, advertising and promotion and general administration & management.