Frequently Asked Question

Course Description

PART ONE

101 INTRODUCTION TO MASS COMMUNICATION

  • Definition of Mass Communication
  • Characteristics of Mass Communication
  • Elements of the communication Process
  • Communication Theories
  • Media Content and Message Patterns
  • Media Effect: Principles and Theories
  • Survey of Mass Media and their Adjuncts
  • Role of Mass Communication in Society

102 PRINCIPLES OF MARKETING

  • Meaning and Evolution of Marketing
  • Nature and Significance of Marketing
  • Approaches to the Study of Marketing
  • The Marketing Environment
  • Marketing Process: product planning,
  • Consumer analysis, pricing, sales,
  • Distribution, promotion, etc
  • Market Segmentation and Analysis
  • Social and Political Marketing
  • Social Responsibility and Ethics
  • Branding-Brand Identify Structure &
  • Brand Management

103 PRINCIPLES OF ADVERTISING

  • Definitions of Advertising
  • Types and Functions of Advertising
  • History and Development of Advertising in Nigeria
  • Structure of Advertising Industry: agency client and media
  • Development of Advertising Agencies
  • Functions of the Advertising Manager
  • The Advertising Brief: writing and assessing advertising proposals
  • Advertising Process: how ads work
  • Role of Advertising in Marketing
  • Career Development in Advertising
  • Advertising Training & Education

104 PRINCIPLES OF PUBLIC RELATIONS

  • Definition of Public Relation
  • Relationship and Differences between Public Relations and Advertising
  • Managing Customer Relations
  • Working with the Media
  • Understanding Public Opinion
  • Crisis Communications

105 ADVERTISING LAW AND ETHICS

  • Structure of Advertising Regulation and Control: legal & voluntary mechanisms
  • Basic Law and Ethics
  • Elements of Business Law
  • Law of Contract
  • Liability in Tort
  • Pertinent Torts in Advertising: defamation, copyright, passing-off, negligence, invasion of privacy, obscenity & indecency, etc
  • Code of Ethical Conduct
  • Guidelines on Advertising of: tobacco products, alcoholic beverages, food, drugs, cosmetics, financial institutions, political advertising, etc
  • Role of Government Agencies
  • Regulatory Bodies: origin, structure and functions
  • Role of Professional Associations: AAAN, BON, MIPAN, OAAN, ADVAN, etc
  • Ethical Problems: direct media buying, media brokerage, etc

PART TWO

201 CONSUMER BEHAVIOUR

  • Basis of Human Behavior
  • Nature and Determinant of Behavior
  • Behavioral Development
  • Motivation: Psychological and Sociological behavior
  • Cognitive Processes, dissonance, congruity, balance
  • Perception: nature and determinants
  • Learning Process
  • Personality Development and Socialization
  • Attitude Formation and Change
  • Family and Culture
  • Social Stratification
  • Consumer Behavior in Practice

202 ADVERTISING COPY AND LAYOUT, AND PRODUCTION TECHNIQUES

  • Nature of Advertising Writing
  • Copywriting Principles
  • Copy Strategy
  • Copy Format and Layout
  • Writing Copy for Newspapers
  • Writing Copy for Magazines
  • Writing Copy for Radio and Television
  • Writing Copy for Web Advertising
  • Design Principles
  • Stages of Advertising Layout
  • Designing for Various Media
  • Introduction to Various Digital Layouts
  • Programmes
  • Photography and Lithography
  • Printing Methods/Processes
  • Broadcast Production Principles/processes
  • Production Techniques for Print Media
  • Production Techniques for Radio and Television
  • Role of Computer in Modern Advertising Production

203 INFORMATION COMMUNICATION TECHNOLOGIES

  • Tools of ICT
  • Relevant terms in ICT and their definitions
  • Deployment of ICT in Advertising: copy, design & production
  • Convergence of Information Technologies: implications for advertising

204 RESEARCH METHODOLOGY

  • Nature of Science and scientific inquiry
  • Research Defined
  • Types of Research
  • Marketing Research Activities
  • Role of Research in Advertising
  • Functional Areas of Advertising Research: copy, media effectiveness. Motivation, habits and consumer research
  • Research Approaches in Advertising survey, experiment, focus group, content analysis etc
  • Conducting Advertising Research
  • Qualities of Good Research
  • Case Studies in Advertising Research

205 QUANTITATIVE ANALYSIS

  • Nature of Quantitative Analysis
  • Scope of Statistics
  • Overview of Data Collection Methods
  • Data Presentation: tables, graphs, frequency distribution, mean, median, mode. Comparison of measures
  • Measures of Dispersion: range, standard deviation, variance. Skewness, etc
  • Inferential Statistics
  • Statistical Testing
  • Correlation and Regression
  • Probability Theory
    • Uses of Computer in Quantitative Analysis

PART THREE

301 ADVERTISING AGENCY MANAGEMENT AND ORGANIZATION

  • Management Principles
  • Scope of Advertising Management
  • Agency Management
  • Assessing Advertising Proposals & Briefs
  • Making Presentations: pitching for accounts
  • Agency-Client Relationship
  • Economics of Advertising: budget control measures
  • Measuring Effectiveness of Advertising
  • Management of Corporate Advertising
  • Handling Consumer Promotions
  • Managing Government Advertising

302 CAMPAIGN PLANNING AND EXECUTION

  • The meaning of Campaign
  • Types and Structures of Campaign
  • Determinants of Advertising Campaign
  • Setting campaign Objectives: DAGMAR and its limitations
  • Place of Research in Campaign Planning
  • Marketing Analysis and Campaign Planning
  • Behavioral studies in Campaign Management
  • Determining Advertising Budget: methods and practical application
  • Creativity in Advertising: approaches, styles and appeals
  • Campaign Execution: coordination of activities (progress monitoring)
  • Planning Different Kinds of Campaign
  • Problems in Campaign Execution

303 MEDIA MANAGEMENT

  • The media Department: structure and functions
  • Functions of Commercial Department in the Media House
  • Roles of Media in Advertising
  • Media types and characteristics
  • Setting media Objectives
  • Principles of media planning
  • Media strategy: basic concepts and applications
  • Developing a media plan
  • Managing media budget: considerations in media selection and sales
  • Media buying and Compliance
  • Media Analysis and Evaluation
  • Media Monitoring

304 INTEGRATED MARKETING COMMUNICATIONS

  • Perspectives of Integrated Communications
  • Elements of Promotional Strategy: publicity, personal selling, sales promotion, public relations
  • Promotional Strategy Plans: objectives, target audience message development, etc
  • Management of Personal Selling
  • Consumer Promotion: trends and tactics
  • Marketing Public Relations: fund raising, lobbying, and promoting politicians. Campaign management
  • Issue Marketing: information, education and communications strategy
  • Marketing Politics: the integrative approach
  • Corporate Communications Strategy
  • Legal and Ethical Consideration in marketing communications.
  • Note: Apart from testing basic principles in integrated marketing communications, the paper will examine in depth understanding of application of those principles to real or hypothetical cases.

305 PROJECT

  • To qualify for the award of the certificate, a candidate shall submit a research project which represents the student?s independent scholarly contribution to the advertising profession.