Curriculum for Advertising Degree Programme in Nigerian Universities

Advertising is another very popular degree programme which will be offered in the Communication and Media Studies School, following the unbundling of Mass Communication as a single degree programme in Nigeria. So many people want to venture into this programme because of its exciting nature. A degree in this field is a ticket to lucrative, creative career path in Nigeria and other parts of the world. While you don’t necessarily need a degree to get into this field, a successful career in advertising usually begins with a comprehensive undergraduate education. This is a broad field, comprised of creative and business professionals who share one main goal: to motivate customers to buy products or services. The primary focus of this course is to equip candidates with requisite skills with which they can successfully motivate customers to buy products or services. The programme explores methods for learning what customers want and how to develop advertising campaigns that reach and persuade those populations.

Here’s the course structure contained in the curriculum approved by the National Universities Commission (NUC) for this degree programme. If you’re thinking of going into this interesting area here’s what to expect within the four year-period of study. This information was lifted from the approved curriculum for the programme.

Course Structure

Course Structure at 100 Level

COURSE CODE	COURSE TITLE	UNITS	STATUS
100 LEVEL 1^ST& 2^ND SEMESTERS
CMS 101	Introduction to Communication I	2	C
CMS 102	Introduction to Communication II	2	C
CMS 103	History of Nigerian Media	2	C
CMS 104	Writing for the Media	2	C
CMS 105	Traditional African Communication Systems	2	C
CMS 106	Introduction to Computer & Computer Applications	2	C
CMS 107	Introduction to Statistics I	2	C
GST 111	English for Communicators	2	C
GST 112	Logic, Philosophy & Human Communication	2	C
GST 113	Nigerian Peoples & Culture	2	C
GST 121	Use of Library, Study Skills & ICT	2	C
GST 123	Basic Communication in French	2	E
GST 124	Basic Communication in Arabic	2	E
GST 126	Basic Communication in Nigerian languages (Option of any one Nigerian language)	2	E
	Courses from the Faculty of Social Sciences	6	R
	Courses from other Faculties	6	E
	TOTAL	36

Course Structure at 200 Level

Course Code	Course Title	Units	Status
200 LEVEL 1^ST& 2^ND SEMESTERS
CMS 201	Feature Writing	2	E
CMS 202	Critical and Review Writing	2	E
CMS 203	Editing & Graphics of Communication	2	E
CMS 204	Theories of Communication	2	C
CMS 205	Foundations of Communication Research	2	C
CMS 206	Introduction to Statistics II	2	C
CMS 207	Nigerian Constitutional Development	2	C
CMS 209	Media and Information Literacy	2	C
CMS 211	Media Attachment	3	C
GST 222	Peace & Conflict Resolution	2	C
GST 223	Introduction to Entrepreneurial Skills	2	C
GST 224	Leadership Skills	2	C
ADV 201	Principles of Advertising	2	C
ADV 202	Principles of Marketing	2	C
ADV 203	Introduction to Copy Writing	2	C
ADV 204	Digital Media	2	C
ADV 205	Introduction to Branding	2	C
ADV 206	Advertising Media Planning	2	C
ADV 207	Advertising and Society	2	E
ADV 208	Creative Content Marketing for Advertising	2	E
ADV 209	Introduction to Strategic Planning	2	E
	Courses from other Departments in Communication & Media Studies	4	R
	TOTAL	36

Course Structure at 300 Level

COURSE CODE	COURSE TITLE	UNITS	STATUS
300 LEVEL 1^ST& 2^ND SEMESTERS
CMS 301	International Communication	2	C
CMS 302	Communication & Society	2	C
CMS 303	Gender & Communication	2	C
CMS 304	Media Attachment	3	C
ADV 301	Advertising Research	2	C
ADV 302	Media Planning, Buying and Execution	2	C
ADV 303	Brands and Brand Building	2	C
ADV 304	Fundamentals of Integrated Marketing Communication	2	C
ADV 305	Art Direction and Design	2	C
ADV 306	Advertising Campaign and Execution Workshop	2	C
ADV 307	Projections in Advertising	2	C
ADV 308	Consumer Insights	2	C
ADV 309	Business Writing and Presentation Skills	2	E
ADV 310	Marketing and Society	2	E
ADV 311	Sales Promotion and Sponsorship	2	E
ADV 312	Gender issues in Advertising Communication	2	E
ADV 313	Power and Influence	2	E
ADV 314	Quantitative Thinking in Advertising	2	E
	Courses from other Departments in Communication & Media Studies	4	R
	TOTAL	35

Course Structure at 400 Level

COURSE CODE	COURSE TITLE	UNITS	STATUS
400 LEVEL 1^ST& 2^ND SEMESTERS
CMS 401	Media Law	2	C
CMS 402	Media Ethics	2	C
CMS 403	Data Analysis in Communication Research	2	C
CMS 404	Safety of Media Professionals	2	C
CMS 405	Media Economics and Sustainability	2	C
CMS 406	Communication for Development	2	C
CMS 499	Original Research Project I & II	6	C
ADV 401	Creative Content Development	2	C
ADV 402	Global Advertising	2	C
ADV 403	Organisation and Management of Advertising Firms	2	C
ADV 404	Seminar in Advertising	2	C
ADV 405	Advertising Laws, Regulations and Ethics	2	C
ADV 406	Advertising Production Techniques (Multimedia/Interactive)	2	C
ADV 407	Entrepreneurship in Advertising	2	C
ADV 408	Case Studies in Advertising	2	E
ADV 409	Product Launch in Advertising	2	E
ADV 410	Issues in Advertising	2	E
ADV 411	Shopper Marketing	2	E
ADV 412	Third Party Influence	2	E
ADV 413	Social Marketing	2	E
	Courses from other Departments in Communication & Media Studies	4	R
	TOTAL	38

Course Synopses

100-Level Courses

CMS 101 INTRODUCTION TO COMMUNICATION I

A global overview of the history, institutions and functions of communication in human society; an examination of the concepts, levels/categories and elements of human communication; survey of the role and influence of cultural beliefs and practices as well as changing technologies in human communication.

CMS 102 INTRODUCTION TO COMMUNICATION II

Consideration of media communications as a sub-type of human communication; an overview of the progress; models, and elements of media communications; survey of the media, including their adjuncts are discussed. It also presents an examination of the characteristics, functions, contents, operations and impact of the media as well as national media systems and communication between/across nations.

CMS 103 HISTORY OF NIGERIAN MEDIA

This course traces the major trends in the development of the communication and media in Nigeria; as well as their adaptation and contribution to the political, religious, economic and social development in Nigeria.

CMS 104 WRITING FOR THE MEDIA

Instruction and practice in writing for the media with the major emphasis on development of effective styles in professional communications and proficiency in grammar and the use of language.

CMS 105 TRADITIONAL AFRICAN COMMUNICATION SYSTEMS

Survey of African traditional communication forms, channels, contents, technologies and institutions. Students are exposed to the significance and influence of these traditional structures on modern communication systems, as well as on contemporary African Political Culture and development.

CMS 106 INTRODUCTION TO COMPUTER & COMPUTER APPLICATIONS

Instruction and practice in computer operations aimed at enabling the students to acquire the basic knowledge and skills essential for communication professionals.

CMS 107 INTRODUCTION TO STATISTICS I

Role of statistics in social science inquiry; Nature of measurement; presentation of data. Central values measures of deviation, correlation, nature of sampling; Probabilities and normal distribution, inference hypotheses testing. Test of significance.

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200-Level Courses

CMS 201 FEATURE WRITING

This is a practical course designed to enable students to become proficient in preparing a publishable feature articles. Focus is on writing, analysing and marketing feature articles for offline and online newspapers and magazines. Subject research, investigation of editorial needs, ethical and legal problems and manuscript preparation are also discussed in this course. It provides excellent material from the Nigerian and foreign news media for study and imitation.

CMS 202 CRITICAL AND REVIEW WRITING

Prerequisite; news writing or consent of instructor; theory and practice of reviewing the arts for newspapers. Students write reviews of plays, movies, television programmes, musical and dance events.

CMS 203 EDITING & GRAPHICS OF COMMUNICATION

Students are taught how to write and edit copy in a style appropriate to the news media. Emphasis is placed on the preparation of articles and photographs in photo editing for newspaper publications, online and multimedia. Editing symbols and news proof-reader’s symbols will be used in this course.

CMS 204 THEORIES OF COMMUNICATION

Exploration and analysis of major theories that deal with the nature, uses and effects of media and communication; the relationship between theory and research and the relevance of the latter to the success of the former are discussed.

CMS 205 FOUNDATIONS OF COMMUNICATION RESEARCH

The primary aim of this course is to introduce students to the logic and methods of research in communication. Principles of research design, instrumentation, data collection and analysis are taught to enable students apply them effectively.

CMS 206 INTRODUCTION TO STATISTICS II

The nature of statistical methods. The role and significance of statistics in Social Research; Frequency distribution; Measures of Central Tendency – Mean, Mode, Median; Measures of dispersion – Range, Variance, Standard Deviation; Elementary Probability Theory; Binomial, Normal and Poisson Distributions. Tests of Hypotheses; small sample tests – t – test, x2 – test and F – test; Regression analysis; Analysis of Variance; Time series analysis; Index numbers; Sources of Statistical Data in Nigeria.

CMS 207 NIGERIAN CONSTITUTIONAL DEVELOPMENT

A chronological and critical survey of the development of the Nigerian Constitution from colonial times to the present; the developmental processes and features of the Richards Constitution, the McPherson Constitution, the Littleton Constitution, the Independence Constitution, The Republican Constitution, and the 1979 Constitution are all highlighted.

CMS 209: MEDIA AND INFORMATION LITERACY

This course empowers students to learn, and to pursue lifelong learning. It aims at educating students to become media and information literate, to be informed and rational citizens. The course also equips students with competencies needed to seek and enjoy the full benefits of media exposure. It embodies essential knowledge about (a) the functions of media, libraries, archives and other information providers in democratic societies, (b) the conditions under which news media and information providers can effectively perform those functions, and (c) how to evaluate the performances of these functions by assessing the content and services they offer.

CMS 211 & CMS 304 MEDIA ATTACHMENT

This is a compulsory course for all Students, who are sent to relevant organizations for practical experience. It is a supervised activity and students must supply a weekly log-book and portfolio for all work carried out during the period of internship, the least should be 12 weeks in each of the two sessions.

ADV 201: PRINCIPLES OF ADVERTISING

This course will provide students with a general knowledge of the fundamentals of advertising. It will include advertising strategies, ad appeals, creative techniques, the use of demographics, marketing research and psychographics. The course will give the students an overview of the advertising industry, its functions and practices, and an appreciation of its place within the broader communications context. In the course, students will analyse and discuss forms of advertising, discovering best practice in the advertising industry, and exploring the processes involved in creating campaigns. Students will examine advertising practice and processes: advertising agencies, advertising professional roles, clients, target audiences, the media, and strategic and creative thinking. An historical analysis sheds light on the important role social forces have played in the evolution of advertising.

ADV 202: PRINCIPLES OF MARKETING

Definition of Marketing; Fundamental concepts in marketing; the evolution of marketing; the role and importance of marketing; functions in marketing; products and their categorization; the marketing environment; features of industrial and consumer goods; the role of middlemen and outlets types in Nigeria; problems of distributive trade in Nigeria; the marketing mix; product differentiation and market segments; branding, packaging and labeling; price theory and price problems; promotions – promotional mix; marketing information – marketing research and intelligence.

ADV 203: INTRODUCTION TO COPY WRITING

This is a skills course focusing on the creative aspects of advertising. In this course, students will learn how to write ads as well as develop advertising plans and executions. Though this process, students will learn how to research for information on the product, the consumer and apply these information in developing campaign strategy. Students will learn to write advertising messages for print and broadcast, design print ad layouts, and plan and prepare broadcast story boards. Internet advertising will also be studied.

ADV 204: DIGITAL MEDIA

This course is designed to expose students to knowledge and skills in advertising media planning, placement, monitoring, and evaluation. Factors influencing media planning are discussed, along with the use of statistics, computer and other relevant tools. Media research and regulatory agencies are also discussed.

ADV 205: INTRODUCTION TO BRANDING

The course explores strategic and creative decisions to manage, build, and measure brands. Brand management issues investigated include consumer perceptions, competitive analysis, new product development, crafting communication messages, crisis management, and development

ADV 206: ADVERTISING MEDIA PLANNING

ADV 207: ADVERTISING AND SOCIETY

Advertising tools are essential to the success of the economy, politics and society. This course examines the influences of marketing communication tools on segments of gender, children, the environment, politics and so on. Ethical issues in Advertising are also examined. An overview of Advertising in macro society for socio-economic environment; freedom of expression; economic and socio-cultural impact of advertising; deception and other ethical issues; Advertising and propaganda; Advertising and minority groups are also examined.

ADV 208: CREATIVE CONTENT MARKETING FOR ADVERTISING

Content Marketing is a strategic marketing approach to attract and retain clearly defined audience and ultimately, to drive profitable customer action. Students will therefore be exposed to the various process, techniques and skills of writing to sell ideas, products or brands across multi channels.

ADV 209: INTRODUCTION TO STRATEGIC PLANNING

The purpose of Strategic planning is to help students understand the rapid evolution in marketing and communications brought on by the shift in technology that has forever changed traditional media and launched powerful new communications platforms via social media. This course will focus on communications strategy — where it’s been, where it’s going with a focus on executing strategies through social media platforms that align with overall business (brand) goals and objectives. Also, students will be exposed to the tools of strategic planning like SWOT, TOWS, PEST, Porter’s five forces, etc.

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300-Level Courses

CMS 301 INTERNATIONAL COMMUNICATION

This course is an overview of the world’s media systems. The focus will be on the flow of information between the industrialized and advancing nations; how ideology, culture, economy and international market structure have all contributed either in hindering or advancing the international flow of news and entertainment among nations. The scope, characteristics, peculiarities and current issues in international communication will be exhaustively treated so as to acquaint the student with a thorough knowledge of the politics and manipulative nature of international communication.

CMS 302 COMMUNICATION AND SOCIETY

Examination of the media of communication as social institutions with particular attention to pertinent sociological concepts, themes and problems; the role and relationship of the mass media vis-à-vis other major social institutions. Focus on the sociology and professionalism of media communicators, media contents and the issue of cultural imperialism and media dependency; internal dynamics and control of media organizations and mass communication politics. The role of communication in development is critically examined.

CMS 303 GENDER & COMMUNICATION

Gender issues are critical to development. Accordingly, the course examines the ways in which gender relations are impacted by culture, conventions, policies, communication and media as well as other dynamics in society.

ADV 301: ADVERTISING RESEARCH

This course focuses on quantitative data analysis in marketing research. The course emphasizes core statistical techniques, the application of statistical software and the interpretation of statistical outputs. Ethical issues in marketing research are also discussed. SPSS software is required.

ADV 302: MEDIA PLANNING, BUYING AND EXECUTION

Examines media planning, buying and control as performed by advertising agencies, clients, and the media. Research sources providing data on media audiences and product usage are evaluated. It examines contemporary trends in communications media and their effects on advertisers. Buying and execution are strategic issues in procurement and supply management, covering analysis, planning and management of supply activities. To enhance understanding of typical situations procurement managers are dealing with and the impact of their decisions on the overall performance of the advertising media supply chain. The course uses practical cases and in class discussions along with models for analysis.

ADV 303: BRANDS AND BRAND BUILDING

The process of building brand identity, image and franchise, understanding brand loyalty, brand positioning and brand acceleration. The course explores the impact of current advertising/marketing issues from business, economic, political, social, legal, and ethical perspectives.

ADV 304: FUNDAMENTALS OF INTEGRATED MARKETING COMMUNICATION

This course Introduces students to the fundamentals of Integrated Marketing Communications (IMC). Brief introductions on various components of IMC are offered, including advertising, public relations, sales promotion, word-of-mouth, direct marketing, events management, etc. Students acquire basic knowledge of the workings and expectations of the IMC programme; traditional media in IMC; digital media in IMC; importance and techniques of integration of communication strategies in corporate and public communications.

ADV 305: ART DIRECTION AND DESIGN

Throughout the course students will gain expertise in the practical aspects of graphic design, related to the communication of concepts. Additionally, the course will focus on the role of the Art Director/Creative Director in developing and realising ideas through leadership, management and commissioning of individuals and teams of designers, photographers, filmmakers, advertisers, illustrators or other media specialists in the creative industries.

ADV 306: ADVERTISING CAMPAIGN AND EXECUTION WORKSHOP

The course provides opportunities for practical production of student-initiated project in the chosen area of concentration under close supervision by academic staff. Different types of projects to be produced by students individually and/or in groups, depending on the concentration.

ADV 307: PROJECTIONS IN ADVERTISING

Video Mapping into Sculptural Objects and 3D Spaces is a studio course that considers video projection as an art form. It situates itself neatly between contemporary installation and the projected image. Students will be encouraged to explore the possibilities of discretely mapping ‘light’ into spaces and onto objects. Through the creation of their own projects, students will learn about how objects react to light and colour. They will learn to assess objects from a projection perspective and develop skills that will enable them to combine real objects with projection and to think critically about the possibilities for these combinations. By the end of this course students will be able to analyse potential sites and see projects from pre-visualisation to conclusion.

ADV 308: CONSUMER INSIGHTS

This course is key to the success of all Advertising efforts. Here the major determinants of consumer behaviour are learnt including conceptual framework, psychological, sociological and related theories of consumer behaviour, determinants of consumer behaviour; and consumer decision making and adoption processes. Innovations and product attractions, consumerism, consumer rights protection and ethical/regulatory issues in consumer affairs are also addressed. Major determinants of consumer behaviour are learnt including conceptual framework, psychological, sociological and related theories of consumer behaviour, determinants of consumer behaviour; and consumer decision making and adoption processes. Innovations and product attractions, consumerism, consumer rights protection and ethical/regulatory issues in consumer affairs are also addressed.

ADV 309: BUSINESS WRITING AND PRESENTATION SKILLS

The course equips students with knowledge and skills for business writing and presentation. It includes writing for internal communications in business, government and non-governmental organisations. It also equips students with skills for speech delivery, writing newsletters, business proposal writing and making pitches in PR, Advertising and other promotional areas.

ADV 310: MARKETING AND SOCIETY

Students will learn how marketing advances the growth of goods and services within an economy and by extension the growth of society; how it helps alleviate societal problems but more specifically the application of marketing frameworks in contexts such as charities marketing and fundraising, political marketing, the use of advertising techniques in discouraging certain consumption practices and the promotion of ethical production and consumption. The course will also consider some of the undesirable consequences of marketing, such as encouraging overconsumption and materialism, and the commercialisation of childhood. The subject also explores the impact of societal and cultural elements on both people and marketing practice.

ADV 311: SALES PROMOTION AND SPONSORSHIP

The roles of sales promotion within the context of IMC are discussed along with types of sales promotion and their strengths and weaknesses. Sales promotion planning strategies and execution are also presented. This course aims to teach students the role of sponsorhips and promotion in marketing communication. The students learn to choose sponsorship assets and manage them and events to communicate and build brands. They will learn how a sponsorship campaign is developed, managed, evaluated and applied to modulate consumer behavior. Planning, executing and evaluating an organized event. Students will be required to produce any event (Product launch, Branding, Re-branding, Product improvement, Promotion, etc.).

ADV 312: GENDER ISSUES IN ADVERTISING COMMUNICATION

Gender issues are critical to development. Accordingly, the course examines the ways in which culture, conventions, policies, communication and media as well as other dynamics in society impact gender relations in advertising.

ADV 313: POWER AND INFLUENCE

This course includes conceptual models, tactical approaches, self-assessment tools and simulation exercises to help the student understand the concept of influence as well as develop his/her own influence style and understand political dynamics as they unfold around him/her. It will also introduce difficult ethical questions associated with the use of power and influence in advertising. In addition, students will learn how to build and maintain high-quality relationships to further maximize informal power and ability to influence others. Importantly, students will be able to distinguish between influence and manipulation and learn how to protect self and audiences from unethical influences while learning how to use this powerful tool for attitude and social change.

ADV 314: QUANTITATIVE THINKING IN ADVERTISING

To provide the learners with the theoretical knowledge and the use of mathematical tools in solving management problems in business. Matrix algebra, linear programming, quality control, network analysis, queuing models, queuing theory, time series and capital investment appraisal.

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400 Level Courses

CMS 401 MEDIA LAW

Study of the legal framework within which mass media institutions operate in Nigeria; the development and constitutional growth of freedom of expression in Nigeria, the privileges and restraints affecting the mass media, such as libel, sedition, privacy, contempt, obscenity, copyright, etc. and government regulation.

CMS 402 MEDIA ETHICS

Ethical and moral standards applicable to the media and communication professionals; ethical responsibilities of individuals, groups, and organizations engaged in message construction, transmission or consumption, particularly in the field of news and public affairs, entertainment and persuasion.

CMS 403 DATA ANALYSIS IN COMMUNICATION RESEARCH

Students are introduced to data analysis techniques, particularly the use of tables, graphs and other statistical techniques and procedures. They are taught how to present and interpret data, using these techniques.

CMS 404 SAFETY OF MEDIA PROFESSIONALS

In today’s environment of violent conflicts, international organized crime, and government impunity, the safety of journalists and media professionals has become of prime concern. This course analyses the issues and challenges involved in safeguarding the lives of journalists whose work put them in harm’s way. Institutional and other remedies are considered and debated.

CMS 405 MEDIA ECONOMICS AND SUSTAINABILITY

Critical issues have arisen over the last few decades on sustainability of the media in the face of a rapidly changing economy and importantly changing media technology. This course will examine principally emerging media occasioned by contemporary realities.

CMS 406 COMMUNICATION FOR DEVELOPMENT

This is an introductory study of the role of communication in the development process. The role of the media in relation to interpersonal networks, including the multi-media approach to communication in the development process is emphasized, along with the dynamics of development and communication variables that influence development.

CMS 499 ORIGINAL RESEARCH PROJECT I & II

Each student is required to select, in consultation with the supervisor, a topic/problem and study this in detail, apply necessary theories/concepts and appropriate methods. Students initiate and execute a project following the steps in the research process, or do a professional production in one of the following areas: journalism, advertising, public relations, radio/television broadcasting, film or multimedia. However, each candidate is advised to orient his/her research project in a relevant area of specialization in Communication and Media Studies. Original Research Project I focuses on at least the first three chapters of the final research project. In Original research project II, the final research project is expected to be submitted to the Department for assessment by Internal and External examiners. The project may also be defended before a panel of examiners.

ADV 401: CREATIVE CONTENT DEVELOPMENT

The course examines the creative process in advertising, including concept development, copywriting, layout, and campaign strategies. Emphasis is on print advertising, but radio and television commercials are also included. Assignments include consumer and trade advertisements for both new and mature products

ADV 402: GLOBAL ADVERTISING

The course exposes students to principles and practice of advertising within the global context, including forces shaping advertising in globalization, strategies for multinational advertising; standardization of advertising; adaptation; glocalization and localization of advertising, etc.

ADV 403: ORGANISATION AND MANAGEMENT OF ADVERTISING FIRMS

Students are exposed to theories and practice of management. Specific attention is devoted to management issues in public relations firms, advertising agencies and related IMC firms. Client-agencies relationships are discussed, along with accounts management.

ADV 404: SEMINAR IN ADVERTISING

The course will be shaped around a series of case studies of advertising, ethical and management issues facing the contemporary advertising agencies. This requires invitation of renowned and successful advertising practitioners to the department for seminar presentation.

ADV 405: ADVERTISING LAWS, REGULATIONS AND ETHICS

This course explores specific laws relating to advertising practice as well as the activities of regulatory bodies from the perspectives of government regulators, private corporations, and non-profit organizations. Legal issues such as regulations in relation to advertising such as enabling laws of APCON, NAFDAC, Consumer Protection Council, NBC etc. and the code of for advertising practitioners. The course also takes into consideration, possible remedies on unfair advertising

ADV 406: ADVERTISING PRODUCTION TECHNIQUES (MULTIMEDIA/INTERACTIVE)

This is a practical course that allows students to plan, produce and present communication campaigns suitable for the various challenges of Advertising

ADV 407: ENTREPRENEURSHIP IN ADVERTISING

This course captures the essence of opportunities in business and social investments and their exploitations in advertising. Students are going to be exposed to how to fish for opportunities, plan, get access to finance and execute projects in Advertising for results.

ADV 408: CASE STUDIES IN ADVERTISING

Selected foreign and indigenous cases of Advertising campaigns in several sectors of the economy, business, politics and social / behavioural change communications are examined. Each student presents a discussion on a selected case.

ADV 409: PRODUCT LAUNCH IN ADVERTISING

Students develop the conceptual, analytical and decision making skills and knowledge of industry best practices needed to successfully develop and launch new products and services. Topics include opportunity identification and selection; concept generation; concept evaluation; product/service development and product testing and marketing testing and managing the product/service launch.

ADV 410: ISSUES IN ADVERTISING

This course is aimed at enabling the student access knowledge on current trends in this developing area of influencing decision especially around brands, issues, movements and attitudes political, economic and social. It is a combination of lectures and student-focused practical work aimed at enhancing students’ deeper understanding of communication issues as they relate to their chosen concentration.

ADV 411: SHOPPER MARKETING

This course enables students understand the emergence of shopper marketing as a discipline and its impact on brand managers’ understanding of the consumer decision journey. Students should be able to research and identify the industry definition of shopper marketing; the state of shopper marketing in the consumer products industry; leading practices employed by retailers and manufacturers; and strategies for shopper marketing.

ADV 412: THIRD PARTY INFLUENCE

The purpose of this course is to explore the interrelationship of media, public opinion and their effectiveness in building opinions and driving attitude and behavior change.

ADV 413: SOCIAL MARKETING

The course examines theoretical and ethical issues around cause and social marketing. It uses marketing mixes of product, price, place, people and promotion to enhance acceptability of social issues, health communication and not for profit communications.

(Source: DRAFT PROPOSAL OF A REVISED BMAS FOR UNDERGRAGRADUATE PROGRAMMES IN COMMUNICATION AND MEDIA STUDIES SUBMITTED TO THE NATIONAL UNIVERSITIES COMMISSION (NUC), ABUJA)