Department of Marketing

DEPARTMENT OF MARKETING

 

YEAR ONE – FIRST SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1MAT 100Mathematics for Social Sciences2
2GSS 101Use of English I2
3ECO 101Principles of Economics I2
4GSS 104History and Philosophy of Science2
5GSS 107Nigerian Peoples and Culture2
6GSS 108Basic Igbo Studies I1
7LAW 243Nigeria Legal System I2
  Total 13

 

 

YEAR ONE – SECOND SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1GSS 102Use of English II2
2MKT 102Introduction to Marketing and Entrepreneurship3
3GSS 103Logic and Philosophy2
4ECO 105Principles of Economics II2
5GSS 109Basic Igbo Studies II1
6MAT 111Actuarial Mathematics2
7LAW 244Nigeria Legal System II2
  Total 14

 

 

YEAR TWO – FIRST SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1CEM  101Introduction to Co-operative2
2BUS  101Introduction to Business I2
3ACC  101Principles of Accounting I2
4PSY  101Introduction to Psychology I2
5MKT  201Principles of Marketing I3
6BNK  201Element of Banking2
7MKT  213Business Statistics I2
  Total 15

 

 

 

 

YEAR TWO SECOND SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1CSC  100Introduction to Computer Science2
2PSY  102Introduction Psychology II2
3ACC  102Principles of Accounting II2
4BUS  102Introduction to Business II2
5INS  201Principles  and Practice of Insurance2
6MKT  202Principles of Marketing II3
7MKT  214Business Statistics II2
  Total 15

 

YEAR THREE – FIRST SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1LAW  201Business Law I2
2BUS  203Principles of Management I2
3ECO  211Micro-Economic Theory I2
4ACC  213Intermediate Financial Accounting I2
5MKT  215Business Communication2
6PUB  311Element of Government2
  Total 12

 

YEAR THREE – SECOND SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1LAW  202Business Law II2
2BUS  204Principles of Management II2
3ECO  212Micro-Economic Theory II2
4MKT  212Introduction to Marketing Communication3
5ACC 214Intermediate Financial Accounting II2
6BUS  324Business Forecasting2
  Total 12

 

YEAR FOUR – FIRST SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1CSC  101Computer Programming and Language2
2ACC  231Introduction to Cost and Management Accounting2
3BUS  311Human Resource Management2
4MKT  313Purchasing and Materials Management3
5BUS  425Production Management2
6FIN  411Financial Management2
  Total 13

 

YEAR FOUR – SECOND SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1MKT  334Physical Distribution Management3
2MKT  336Sales Management3
3MKT  340Entrepreneurial Marketing3
4MKT  342Consumer Behaviour3
5MKT  346Product and Brand Management3
  Total 15

YEAR FIVE – FIRST SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1MKT  323Advertising and Public Relations3
2MKT  433Industrial Marketing3
3MKT  435Marketing Management3
4MKT  437Strategic Marketing and Business Policy  I3
5MKT  439Analysis for Marketing and Business Decision3
  Total 15

 

 

YEAR FIVE – SECOND SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1MKT  332Research Methodology3
2MKT  434International Marketing3
3MKT  438Strategic Marketing and Business Policy II3
4MKT  440Retial and Wholesales Management3
  Total 12

 

 

YEAR SIX – ONE SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1MKT  431Marketing Research3
2MKT  441Services Marketing3
  Total 6

 

 

YEAR SIX – SECOND SEMESTER

S/NCOURSE

CODE

COURSE TITLECREDIT UNIT
1MKT  430Nigerian Marketing System and Ethics3
2MKT  432Agricultural and Food Marketing3
3MKT  499Research Project6
  Total 12

 

DETAILED COURSE DESCRIPTIONS

MKT 102 – INTRODUCTION TO MARKETING AND ENTREPRENEURSHIP (3 CREDITS)

The meaning role, and relevance of marketing in business.  Functions of Marketing, Classification of goods and services, The four Ps. (Production, Price, Promotion and Place) of marketing.  Distribution channels and marketing intermediaries, Nature of Marketing and Selling, The Inter-disciplinary nature of Marketing, Evolution of Marketing, The historical and economic role of entrepreneurship, Theory and the practice of entrepreneurship, Starting and managing a new enterprise, Characteristics of entrepreneurs, The identification and evaluation of new venture opportunities.

 

MKT 201 – PRINCIPLES OF MARKETING I (3 CREDITS)

(Pre-requisite: MKT 102)

Marketing definition, concept, evolution, role and importance; The Marketing system, The Marketing Environment, Buyer behavior, Market Segmentation; Market Measurement and Forecasting; Marketing Research, The Marketing Organization:  Basic Marketing Structures; the product-based organization; the market based organization; the combination organization; etc.

 

 

MKT 202 – PRINCIPLES OF MARKETING II (3 CREDITS)

(Pre-requisite: MKT 201)

The product concept, Development and life cycle; product classification and strategies, pricing, management of channels of distribution, Advertising, personal selling, public relations, and sales promotion, marketing of professional services, Appraising the Marketing effort, Government Regulation of Marketing.

 

MKT 212 – INTRODUCTION TO MARKETING COMMUNICATIONS

The Role of Marketing Communications in Marketing; The promotional/marketing communication mix; The promotional planning process, Advertising media; Media Planning and Schedule; setting advertising budgets, Sales Promotion Strategy; Personal Selling Strategy; Public Relations, Publicity and Public enlightenment Strategies, IMC Strategy, Determining Marketing Communication Effectiveness.

 

MKT 213 – BUSINESS STATISTICS I (2 CREDITS)

Nature of Statistics, Statistical Inquiries, Forms and Design, The Role of Statistics, Basic Concepts in Statistics, Discrete and Continuous Variables, Functional Relationships, Sources of Data, Methods of Collecting Primary Data, Presentation of Statistical Data, measures of Central Tendency, Moments, Skewness and Kurtosis, Elementary Probability Distribution, Normal Binomial, Poisson and Hyper-geometric.

 

MKT 214 – BUSINESS STATISTICS II (2 CREDITS)

Elementary Sampling Theory, Estimation Theory, Student’s ‘t’ Distribution, Statistical Decision, Tests of Hypotheses for small and large samples, Chi-Square Distribution and Test of Goodness of Fit,  Linear Regression, correlation Theory, Index Numbers, Time Series and Analysis of Time Series.

 

MKT 215 – BUSINESS COMMUNICATIONS (3 CREDITS)

Meaning of Communication; Methods of Communication; Channels of Communication, Verbal Communication, Inter-view, discussions, Meetings, The personal contact approach; order giving, discipline, reprimanding etc, Use of telephone; qualities, size of paper, printing etc, Postal Communication, Mail Collection and distribution, Messenger Services, Addressing, Stamping and Franking, Mail box and Pigeon Holes, Telecommunications Terminology, Effective speaking, the art of listening, etc, Meetings and Minute writing, Writing of Sales letter and Sales reports, Post Office; equipment maintenance, cost, directories.

 

MKT 313 – PURCHASING AND MATERIALS MANAGEMENT (3 CREDITS)

Over view of marketing environment; Industrial material; nature of markets; organization of purchasing; purchasing and supply planning; policies objectives and procedures; sourcing – sources of supply; negotiation; procedures and techniques.  Benefits and value of inventory control, discounts, materials purchase management; organization of material, material purchasing department; purchase procedures and records; purchase price.  Material control; ABC analysis, determination of stock levels re-order quantity, stores organization, types of organization, imprest, centralized and decentralized stores layout and location; classification and coding of materials, stores routine records, materials requisition control etc.

 

MKT 331 – ADVERTISING AND PUBLIC RELATIONS (3 CREDITS)

(Pre-requisite: MKT 201, MKT 202 and MKT 212)

Advertising and the economics of advertising, Criticisms of Advertising, Advertising and the economy, Advertising ethics, Basic principles and practice of advertising, approaches to the study of advertising, AAPN Code of Ethics, advertising copy writing and slogans.  Trade marks, trade names and brand names, Advertising organization and management, advertising and mass communication media, the nature of advertising, cases studies.

 

Current management and functional concepts of public relations, Public relations environment, public relations functions and objectives, The publics of an organization, opinion formation, press relations, special events management, development of public relations department in an organization, professional public relations, code of ethics, the Nigerian Institute of Public Relations (NIPR_, Case Studies.

 

MKT 332 – RESEARCH METHODOLOGY (3 CREDITS)

Fundamentals of research, Scientific Research Method and Procedure, Developing Ideas for Research, Reviewing the Scientific Literature, Choosing a Research Design, Analysis and Interpretation, and Writing Report, Dealing with Business and Organizational Behaviour Problems in Nigeria, The Problems and Prospect of Business Research in a Seller’s Market like Nigeria.

 

MKT 334 – PHYSICAL DISTRIBUTION (3 CREDITS)

(Pre-requisite: MKT 201 and MKT 202)

Physical distribution; plant capacity and warehouse facilities, Production flow, channels of distribution, inventory handling and control, Physical distribution and profit planning, Elements of logistics, Analysis of Retail and Wholesale Institutions, Competition and Conflicts in the distribution channels, Store and warehouse organization and management, modern trends in merchandising methods, case studies.

 

MKT 336 – SALES MANAGEMENT (3 CREDITS)

(Pre-requisite:  MKT 201 and MKT 202)

Sales management and control; setting personal-selling, objectives, determining sales policies, formulating personal-selling strategy, The sales executives jobs, the sales organization, distributive network relation, sales forecasting, Personnel management in the selling field, recruiting and selecting sales personnel, planning and conducting sales training programme, sales techniques, motivating the individual sales personnel, assigning sales personnel to territories, evaluating and supervising sales personnel, The sales budget, quotes, sales control and analysis.

 

MKT 342 – CONUMER BEHAVIOUR (3 CREDITS)

(Pre-Requisite PSY 101 and 102 and MKT 201 and MKT 202)

Role of consumer in Marketing, the consumer perspectives and view points, overview of consumer decision – decision – process behavior culture context of consumer behavior, social stratification, reference group and sub-cultural influence.  Predispositions, information processing, learning process, evaluation criteria, attitudes, personality, Nature of communication, attitude change, Problem recognition processes, evaluation processes, purchasing processes, consumerism issues in consumerism, current status of consumer behavior research.

 

MKT 340 – ENTREPRENEURSHIP DEVELOPMENT (3 CREDITS)

Introduction to entrepreneurship and new venture creation, entrepreneurship in theory and practice, the opportunity, forms of business, staffing, marketing and the new venture, the opportunity, Determining your capital requirements, raising capital cost, financial planning and management, starting a new business, innovation, legal responsibility, insurance, and entrepreneurial consideration, Managing family business, Creating and Starting the Venture, Creativity and the Business Idea; The Business Plan; The Financial Plan; The Organizational Plan.  Managing, Growing, and Ending the New Venture; New Venture Strategies and Issues; Going Public; Ending the Venture.

 

MKT 346 – PRODUCT AND BRAND MANAGEMENT (3 CREDITS)

What is a Product; The Total Product Concept; Product Classification; Product Audit; Product Mix; Product Levels and Hierarchy; Branding; Brand Name; Trade Mark; Labeling; Packaging, Product Life Cycle; Assumptions; The conventional shape of Plc; Characteristics; Marketing Strategies for each stage for consumer and industrial products; fashion and fads; life cycle extensions; criticism, Diffusion of Innovation Model; New Product Development, Product Strategies Brand Management, Brand Positioning Packaging and Labeling, Portfolio Analysis, Research Techniques for Product/Brand Management, Product Decisions for Global Markets.

 

MKT 430 – MARKETING ETHICS AND NIGERIAN MARKETING SYSTEM (3 CREDITS)

Marketing and development, traditional marketing and its development, Mixed marketing system, Nigerian Marketing Institution; rural and urban markets, commodity boards, cooperatives, channels of product distribution, Pricing and Price control in Nigeria, resale price maintenance, sales promotion, Market administration, trade associations, Marketing as a profession, survey of commercial policies in Nigeria, Effects on establishment of commercial tariffs, foreign exchange regulations, import restrictions, fiscal and monetary polices, case studies, Professional Marketing practice; Professional ethnics in Marketing, code of practice, professional associations, Nigerian Marketing Association, Association of Advertising Practitioners of Nigeria, Nigerian Institute of Public Relations, Codes of Practice, Decrees establishing the advertising and public relations council, field work practice, case studies.

 

MKT 431 – MARKETING RESEARCH (3 CREDITS)

Application of analytical tools to marketing problems including markets, products, distribution channels, sales efforts and advertising emphasis on planning, investigation, collection, interpretation of data and presentation of results.  Marketing research and decision making, Research design, value and cost of Information, Secondary Data, survey research, panels and ex-post, factor, experimentation, Questionnaire design, attitudinal scales, observation, depth interviews and projective techniques, Data reduction, statistical techniques, problems identification research, market share and sales analysis, sales forecasting, project and pricing research, promotion and distribution research control, evaluation and reporting of marketing research, ethical issues in marketing research.

 

MKT 432 – AGRICULTURAL AND FOOD MARKETING (3 CREDITS)

(Pre-requisite:  MKT 201 and MKT 202)

Definitions, objective, and scope of Agriculture in general, The role of agriculture in the economy of Nigeria, The market for agricultural products, The organization of agricultural marketing, Agricultural produce marketing policies, objectives and strategies for Nigeria, Agricultural cooperatives and cooperative marketing, evolving food marketing methods, policies, organization and structures for food forms. \

 

MKT 433 – INDUSTRIAL MARKETING (3 CREDITS)

(Pre-requisite:  MKT 201 and MKT 202)

Strategies, tactics and techniques in pricing, promotion and distribution of industrial goods, Methods, applications and planning peculiar to the solution of industrial marketing problems, problems of importation and exportation of industrial raw materials, accessories and parts, Nigeria’s industrial marketing problems and prospects.

 

MKT 434 – INTERNATIONAL MARKETING (3 CREDITS)

(Pre-requisite: MKT 201 and MKT 202)

International marketing, international business and international trade, International marketing planning and strategies, criteria for evaluating foreign markets, Developing and marketing products in foreign market, Environmental factors in international market, Legal problems, Packaging, Insurance and shipping in international business, banking and finance in international marketing, exchange control and foreign exchange problems, Image of Nigeria in the international market place.

 

MKT 435 – MARKETING MANAGEMENT (3 CREDITS)

(Pre-requisite: MKT 201, MKT 202 and MKT 334)

Application of the fundamental principles of management to the marketing function, The organization, planning, control and  coordination of the marketing function.  Organization of the Marketing Plan, Coordination and Interaction of the Whole Marketing Function (Product, Physical Distribution, Pricing and Promotion), Analytical tools and approaches to decisions concerning the allocations of funds to various means of market cultivation, Marketing measurement and forecasting, Discussion of cases involving different decisions for a variety of products, Ingredients in the successful management of innovation, marketing and social responsibility.

 

MKT 437 – STRATEGIC MARKETING AND BUSINESS POLICY I  (3 CREDITS)

Concepts of strategy in relation to marketing and general management decisions.  Balancing organizational marketing and corporate goals with the turbulence in the external environment, concepts of policies, decision making, marketing cum business objectives, performance evaluation criteria, structures and managerial behaviours, calculating common financial and sales ratios, and economic idiocies from financial statements, and their applications to marketing management decisions, learning the behavioural implications of courses of action, Analysing firms strengths, weaknesses, opportunities, and threats, and their applications in marketing strategic decisions, selecting strategies and structures of public companies from their published annual reports.

 

MKT 438 – STRATEGIC MARKETING AND BUSINESS POLICY II  (3 CREDITS)

Developing clear and functional marketing strategies, linking them to corporate objectives and strategies, and designing structures that are capable of being used in achieving and implementing them.  Organic business functions of marketing, production, finance, and personnel in Nigeria, Management processes of corporate planning, Budgeting and control, business performance appraisal, Motivating group and individual efforts for corporate goal, predicting and controlling the dynamic environment.

 

MKT 439 – ANALYSIS FOR MARKETING AND BUSINESS DECISION

Competition analysis, Analysis for product, pricing, distribution, promotion, and market decisions, Elements of decision analysis, types of decision situations, Decision Trees; Operational research approach to decision analysis, Systems and system analysis; Modeling in Operations Research, Simulation; Cases for OR analysis, Mathematical programming; Transportation Model, Assignment Model, Conflict Analysis and Game Theory, Project Management, Other OR models; Inventory, Replacement, Line Balancing, Routing and Sequencing, and search.

 

MKT 440 – RETAIL AND WHOLESALE MANAGEMENT

Retailing; meaning, types, levels of service and major retailing types, corporate retailing; major types and marketing decisions, Retails, product assortment/merchandise, promotion, pricing and place decisions, Trends in retailing; store and non-store retailing, retailing and the internet/electronic retailing; wholesaling; distinction between wholesaling and retailing, Functions of wholesalers, Wholesaling; growth and types, Wholesale marketing decisions, Trends in wholesaling, Retailing/Wholesaling and the Nigerian economy, Retail/Wholesale entrepreneurship.

 

MKT 441 – SERVICES MARKETING

Nature, importance, categories of services marketing, Service marketing mix, Managing differentiation, service quality, product support services, and Post sale service strategy, Major trends in product support service, The meaning, importance of quality and customer service, setting quality standards, ensuring quality marketing conventions, and participating in Quality improvement.

 

MKT 499 – RESEARCH PROJECT (6 CREDITS)

(Pre-requisite: MKT 332)

Developing students’ skill in analyzing and writing reports based on empirical and library study of a specific subject matter or topic in relevant marketing areas, Students are expected to present a research report of not less than 2,000 words at the end of the session.