Department of Marketing

DEPARTMENT OF MARKETING

 

YEAR ONE – FIRST SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	MAT 100	Mathematics for Social Sciences	2
2	GSS 101	Use of English I	2
3	ECO 101	Principles of Economics I	2
4	GSS 104	History and Philosophy of Science	2
5	GSS 107	Nigerian Peoples and Culture	2
6	GSS 108	Basic Igbo Studies I	1
7	LAW 243	Nigeria Legal System I	2
		Total	13

 

 

YEAR ONE – SECOND SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	GSS 102	Use of English II	2
2	MKT 102	Introduction to Marketing and Entrepreneurship	3
3	GSS 103	Logic and Philosophy	2
4	ECO 105	Principles of Economics II	2
5	GSS 109	Basic Igbo Studies II	1
6	MAT 111	Actuarial Mathematics	2
7	LAW 244	Nigeria Legal System II	2
		Total	14

 

 

YEAR TWO – FIRST SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	CEM  101	Introduction to Co-operative	2
2	BUS  101	Introduction to Business I	2
3	ACC  101	Principles of Accounting I	2
4	PSY  101	Introduction to Psychology I	2
5	MKT  201	Principles of Marketing I	3
6	BNK  201	Element of Banking	2
7	MKT  213	Business Statistics I	2
		Total	15

 

 

 

 

YEAR TWO SECOND SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	CSC  100	Introduction to Computer Science	2
2	PSY  102	Introduction Psychology II	2
3	ACC  102	Principles of Accounting II	2
4	BUS  102	Introduction to Business II	2
5	INS  201	Principles  and Practice of Insurance	2
6	MKT  202	Principles of Marketing II	3
7	MKT  214	Business Statistics II	2
		Total	15

 

YEAR THREE – FIRST SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	LAW  201	Business Law I	2
2	BUS  203	Principles of Management I	2
3	ECO  211	Micro-Economic Theory I	2
4	ACC  213	Intermediate Financial Accounting I	2
5	MKT  215	Business Communication	2
6	PUB  311	Element of Government	2
		Total	12

 

YEAR THREE – SECOND SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	LAW  202	Business Law II	2
2	BUS  204	Principles of Management II	2
3	ECO  212	Micro-Economic Theory II	2
4	MKT  212	Introduction to Marketing Communication	3
5	ACC 214	Intermediate Financial Accounting II	2
6	BUS  324	Business Forecasting	2
		Total	12

 

YEAR FOUR – FIRST SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	CSC  101	Computer Programming and Language	2
2	ACC  231	Introduction to Cost and Management Accounting	2
3	BUS  311	Human Resource Management	2
4	MKT  313	Purchasing and Materials Management	3
5	BUS  425	Production Management	2
6	FIN  411	Financial Management	2
		Total	13

 

YEAR FOUR – SECOND SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	MKT  334	Physical Distribution Management	3
2	MKT  336	Sales Management	3
3	MKT  340	Entrepreneurial Marketing	3
4	MKT  342	Consumer Behaviour	3
5	MKT  346	Product and Brand Management	3
		Total	15

YEAR FIVE – FIRST SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	MKT  323	Advertising and Public Relations	3
2	MKT  433	Industrial Marketing	3
3	MKT  435	Marketing Management	3
4	MKT  437	Strategic Marketing and Business Policy  I	3
5	MKT  439	Analysis for Marketing and Business Decision	3
		Total	15

 

 

YEAR FIVE – SECOND SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	MKT  332	Research Methodology	3
2	MKT  434	International Marketing	3
3	MKT  438	Strategic Marketing and Business Policy II	3
4	MKT  440	Retial and Wholesales Management	3
		Total	12

 

 

YEAR SIX – ONE SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	MKT  431	Marketing Research	3
2	MKT  441	Services Marketing	3
		Total	6

 

 

YEAR SIX – SECOND SEMESTER

S/N	COURSE CODE	COURSE TITLE	CREDIT UNIT
1	MKT  430	Nigerian Marketing System and Ethics	3
2	MKT  432	Agricultural and Food Marketing	3
3	MKT  499	Research Project	6
		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.