Marketing Communication

PHILOSOPHY

The Marketing Communications programme covers the selection and application of the main communication tools available to an organization in pursuit of its marketing objectives. The programme involves both strategic thinking and the development of creative solutions which require a blend of research-based knowledge with the practice of high level creative skills.

 

1.2       OBJECTIVES

The specific objectives of the programme are;

  1. To expose students to specialized knowledge in Marketing Communications
  2. To provide students opportunity of obtaining practical knowledge to solve marketing problems in Marketing Communications.
  • To update students with knowledge in Marketing Communications.

 

1.3       SCOPE

The Executive MBA in Marketing Communications covers the core MBA business courses, in addition to a minimum of 36 credit units in the third and fourth semesters covering special areas made up as follows;

1.4       Entry Requirements

Candidates for the Executive MBA programme in Marketing Communications should have the following:

  • Minimum of 3 (three) years working experience in industry
  • Bachelors’ degree or Higher National Diploma (HND) in any relevant discipline (Marketing, Mass Communication, Political Science, Public Relations, Insurance, etc.)

Admission is twice in a year, March/April and September/October.

1.5       Mode of Study

The mode of study for the Executive MBA programme in Marketing Communications shall be by course work, organisational case studies, seminars, practical navigations and case project reports.

 

1.6       Duration

The duration for the Executive MBA programme shall be four (4) semesters – 18 months

 

1.7       Employment Opportunities

The Executive MBA programme in Marketing Communications will equip students with the knowledge and skills to successfully promote their organisations’ goods and services for improved customer patronage. The programme trains them to occupy positions of responsibility in private and public sector organisations, as well as engage in consultancy.

 

1.8       Fee Structure

The fee is N250, 000 per semester for 4 semesters.

FIRST SEMESTER

 

 

COURSE CODE                   COURSE TITLE                                                CREDIT UNIT

EMB 801                    Managerial Economics                                                           2

EMB 803                    Strategic Management and Business Ethics                           2

EMB 805                    ICT Appreciation for Decision Making                                  2

EMB 807                    Accounting Practice                                                                2

EMB 809                    Banking and Finance                                                              2

EMK 811                    Marketing Process and Practice                                              2

EMB 813                    Entrepreneurship and Corporate Social Responsibility          2

EMB 815                    Research Methodology                                                           2

                                    Total                                                                                       16

 

 

 

 

 

SECOND SEMESTER

 

COURSE CODE                               COURSE TITLE                                       CREDIT UNIT

EMB 820                  Case Studies and Analysis on Leadership in Accounting

and Auditing firms                                                                               2

EMB 822                   Case Studies and Analysis on Leadership in Banking and

Financial Institutions                                                                           2

EMB 826                   Case Studies and Analysis on Leadership in Business

Organisations                                                                                       2

EMK 822                   Case Studies and Analysis on Leadership in Marketing

Organisations                                                                                      2

Total                                                   8

 

THIRD SEMESTER

 

COURSE CODE                  COURSE TITLE                                                      CREDIT UNIT

EMC 831                    Seminar Presentations in Communication Theory                             2

EMC 832                    Seminar Presentations in Corporate Identity,

Reputation and Branding                                                                    2

EMC 833                    Seminar Presentations in Marketing

Communications: Objectives, Strategies and Planning                       2

EMC 834                    Seminar Presentations in Contemporary Issues in

Marketing Communication                                                                 2

EMC 835                    Seminar Presentations in Media Behaviour & Planning                    2

                                     TOTAL                                                                                              10

 

 

FOURTH SEMESTER

 

 

COURSE CODE                   COURSE TITLE                                          CREDIT UNIT

EMC 890                                Project Report                                                                4

                                               TOTAL                                                                         4

 

 

COURSE DESCRIPTION

EMB 801        Managerial Economics                                                         (2 Units)

Economics of and in the Decision-Making Process; Understanding the Micro and Macro Environment of Business (specifically the Macro economic Variables); Demand and Supply; Types of Market Models; Theory of Games.

 

EMB 803        Strategic Management and Business Ethics           (2 Units)

Concept of management; principles of management; professionalism in management; ethical issues in the practice of management.

EMB 805        ICT Appreciation for Decision Making                              (2 Units)                                 

Basics of Computer, Applications of ICT in Business Problem-solving; Computer Software and packages, The Future of Business in an ICT-driven Economy

 

EMB 807        Accounting Practice                                                              (2 Units)

Core Topics in Accounting Practice; Core Topics in Management Accounting Practice; Core Topics in Auditing; Core Topics in Accounting Theory and Corporate Reporting

 

EMB 809        Banking and Finance                                                            (2 Units)

Money and its Relevance to Business and the Economy; Sources of Business Finance; Bank Lending and its Implications for Business; Aspects of Financial Management/Corporate Finance; Monetary and Fiscal Policies

EMB 813        Entrepreneurship and Corporate Social Responsibility   (2 Units)         

The Entrepreneur and Entrepreneurship; Personal Characteristics of Entrepreneurs; Theories of Entrepreneurship Development; Identification of ideas and Venture Capital Opportunities; Keeping Records; Writing Business Plans; Entrepreneurial Practice – Success and Failure; The Entrepreneur in Micro, Small, Medium and Large Scale Enterprises

 

EMB 815        Research Methodology                                                         (2 Units)

Application of Scientific Methods in the Study and Analysis of Business Activities; Research Designs; Data Collection Methods; Sampling techniques; Data Analysis Methods, Measurement Scales; Interpretation and Presentation of Business Research Results; Applications of Research in Business Problem-Solving of Accounting, Banking and Finance, Management and Marketing

 

EMK 811        Marketing Process and Practice                                          (2 Units)

General Marketing Principles, Marketing Communications Systems; Consumer and Buyer Behaviour Analysis; Professionalism in Marketing Practice; Ethical Issues in Marketing.

 

 

EMB 820        Case Studies and Analysis on Leadership in Accounting and Auditing Firms                                                                                                                          (2 Units)        

Cases will focus on guiding accounting and auditing firms to a higher productivity, managing people and conflict resolution. Others include issues on effective leadership skills, ethics, emotional intelligence, creative thinking etc.

 

 

EMB 822        Case Studies and Analysis on Leadership in Banking in Financial Institutions                                                                                                                                     (2 Units)

Cases will focus on guiding banking and financial institutions to a higher productivity, managing people and conflict resolution. Others include issues on effective leadership skills, ethics, emotional intelligence, creative thinking etc.

 

EMB 824        Case Studies and Analysis on Leadership in Marketing Organisations                                                                                                                                      (2 Units) 

Cases will focus on guiding marketing organisations to a higher productivity, managing people and conflict resolution. Others include issues on effective leadership skills, ethics, emotional intelligence, creative thinking etc.

 

EMB 826        Case Studies and Analysis on Leadership in Business Organisations                                                                                                                                         (2 Units)

Cases will focus on guiding business organisations to a higher productivity, managing people and conflict resolution. Others include issues on effective leadership skills, ethics, emotional intelligence, creative thinking etc.

 

EMC 831   Seminar Presentations in Communication Theory                (2 Units)

Communication process, Linear model of communication influences of the communication process, word-o- mouth communications, Process of Adoption, Process of diffusion, Interactional Approaches of Communications, Network, Relational or Contextual Approaches to Communications

EMC 833    Seminar Presentations in Corporate Identity, Reputation And Branding                                                                                                                                     (2 Units)

Corporate Identity or Corporate Branding, Corporate Communications, Dimensions of Corporate Image, Elements of Corporate Identity, Corporate Reputation, Strategy and Corporate Identity/Image

 

EMC 835        Seminar Presentations in Marketing Communications: Objectives, Strategies And Planning                                                                                             (2 Units)

Understanding Strategy, Market Segmentations, the 3Ps of Marketing Communications Strategy, Strategic Balance, Internet Strategies, the Marketing Communications Planning Framework (MCPF), A Framework for Integrated Marketing Communications Plans; Role of objectives in Corporate Strategy, Promotional Objectives and Plans, Derivation of Promotion objectives etc.

 

EMC 837    Seminar Presentations in Contemporary Issues in Marketing Communications                                                                                                                          (2 Units)

Impact of Internet on the promotional mix, Benefits and pitfalls of Internet Advertising, current thinking in the field of Integrated Marketing Communications, New Ideas and Media Issues, Supplementary/Specialty advertising.

 

EMC 839   Seminar Presentations in Media Behaviour and Planning   (2Units)

Media-Switching Behaviour, Vehicle Selection, Media Planning Concepts, Effect Frequency, Media Usage and Attitudes, Media Source Effects

 

EMC 890        Project Report                                                                       (4 Units)

Candidate is required to write a case project report on an approved topic which will be defended before the supervisor and any other person appointed by the Co-ordinator of Studies (MBA Programmes).