COM 651 MARKETING STRATEGY (3 UNITS). FT14.
COURSE OUTLINE. October 2021
The essence of this course is to introduce students to modern strategies in marketing, with a view to preparing them to lead marketing functions and decisions in various environments. It treats the challenges of the application of the contemporary marketing mix to strategic tasks like strategic function organisation; development of marketing plans; market analysis; segmentation; product positioning; opening, sustaining and growing markets; consumer management; managing market share and coping with competition.
- Teacher: Lampe Omoyele
To take students on a periscopic tour of the Media and Communication theory landscape there their familiarity with and appreciation of the vast field of Media and Communic
- Teacher: Nelson Okorie
This practical course aims at imparting fundamental communication skills. Students learn to communicate clearly and effectively through the acquisition of critical thinking skills. The course consists of two components: Speaking and Presentation, and Writing. The former includes theories of rhetoric; types of speech and speech situations; speech planning, development and execution; strategies and techniques for effective speaking; presentation skills in context; multimedia presentation techniques. In the latter, students learn to express themselves clearly in the written medium, to adapt their writing to the different media, to build an essay around a thesis, to structure paragraphs adequately, to support ideas clearly, to revise to suit purpose and audience, and to edit their own work.
The course aims to equip students with thinking skills and the ability to express themselves clearly in a well organised and logical format. Through the in-class exercises and writing assignments, they will cultivate communication skills in both verbal and written expression. They will learn to apply critical thinking tools to improve their own communication and to assess that of others.
At the end of the course, it is expected that students will:
- Be able to express their ideas with clarity following a clear logical structure.
- Be able to carry out adequate audience analysis and prepare a powerful presentation
- Be able to speak in public with confidence and verve.
- Be able to produce well-developed and unified paragraphs with a topic sentence and supporting details.
- Be able to maintain focus and coherence in a written work.
- Be able to edit one's own writing to detect and correct the major sentence errors.
- Be able to edit one's own writing to detect and correct errors of capitalisation, spelling and confused words.
- Be able to edit one's own writing to ensure an accurate use of commas, semi-colons, apostrophes and pronouns.
- Be able to understand and apply the principles of the writing process: the generation and organisation of ideas, as well as the drafting, revising and editing of the final manuscript.
Students will be assessed on the basis of continuous assessment (CA) and a final examination, both of which constitute 50% each. The breakdown for the CA score is as follows:
- Class attendance - 5%
- Participation in class discussion, group tasks and online exercises - 5%.
- 2 take-home assignments - 25%
- Essay on myself - 10%
- Literature review - 15%
- 1 graded public speaking presentation - 15%
The final exam will consist of a class based test (20%) and a take home essay (30%)
- Teacher: Dr. Ikechukwu Obiaya
This course introduces the most relevant and up-to-date research on the ethics of communication. The strengths and weaknesses of several ethical models as they relate to the communication and the information field are examined. The overarching purpose is to see how these ethical models, norms, principles, and cases apply to the various fields of media and communication and also to see how these ethical models reveal a particular vision of the human person and to permit students to develop a more holistic view of personhood. The course takes the view that ethics is not a mere academic discipline that fosters knowledge of what is good and conducive to human fulfillment but a practice. The aim is to inculcate in students, competence in ethical decision-making in the real world of professional communication work. Particular attention will be paid to the emerging ethical issues affecting the new media technologies, the role of the Ombudsman and the Nigerian Media Council in ethical questions, as well as the social responsibilities of media practitioners.
COM 653– New Media and Marketing Communication
This course starts as an exploration of the theoretical foundation for understanding New Media
and appreciating its place in the history and evolution of the media. Digitisation is put in
perspective as a technical foundation for new media.
Leveraging on communication theories, the course then focuses on the Internet and related innovations in the light of their value propositions, their role in shaping the way content is delivered and issues such as engine optimization on the Internet, platform security, scalability, performance, tooling and human resource requirements.
The course then turns attention to communications planning, identity management of all
stakeholders, embedding social tools across various organizations’ communications processes
and effective knowledge management/business intelligence. Of interest also is the broad range of
integrative approaches to the management of corporate identity, strategic product and service
messaging and knowledge-driven marketing.
The aim of this course is to introduce students to the fundamentals of New Media marketing and
the relevance of new media to the contemporary digital society. The course provides students
with the tools necessary to strategically design digital marketing campaigns, create digital
marketing efforts, engage with digital customers and evaluate the overall efforts of a digital
marketing campaign. Specifically, the course facilitates an understanding of how digital
technology has laid the foundation for the Internet and all the innovations of the Internet, one of
which is new media marketing aimed at strategically targeting the digital customer. Students will
also be introduced to the ethical considerations of direct Marketing Communication via the
The course approaches New Media as a discipline that comprises of at least 4 key competencies. At the end of this course, students should be able to:
§ Think – Learn to think strategically before engaging in digital marketing efforts
§Create – Learn to Create valuable digital marketing assets
§ Engage – Learn to engage the digital audience using a variety of digital channels
§ Optimize – Learn to measure performance and optimize conversions from various digital
marketing efforts in the digital space
Overall, students should be able to effectively plan, execute, monitor and evaluate the
digital marketing campaign of any given organization
Assessment for students is based on a 50% CA and 50% written final examination. The CA scores will be distributed as follows:
• Class attendance – 5%
• Class participation – 5%
• 1 Take-home written assignment – 10%
• 1 Group assignment – 10%
• 2 Written tests – 20%
- Teacher: Anne Odoh
COM 611: Leadership Strategies in the Media
Leadership studies have, since the 1970s, begun to attract scholars in the social sciences and, lately, consultants in organizational behavior. This course has been designed essentially as a qualitative subject compared to a management course. Leadership has always been associated with courage and heroism, and this course traces the evolution of the concept of leadership as a behavioral skill from the earlier presumption that it was rooted in hereditary or genetic frameworks, or a natural gift deriving from special sine qua non traits. This course relates leadership with social influences and proceeds to examine the various modern concepts and theories of leadership. A major thrust of the course is the concept that leadership is best considered as a series or continuum of styles that can be taught and learned like all skills. The course relates leadership with management and entrepreneurship as well as with cultural and psychological dimensions. Media organizations and leaders are examined as cases.
The knowledge or principle of social influence should assist one to successfully resist and manage influence assaults. More importantly, the course sets out to develop the capacity of the individual to recognize the limitation of the tactical tasks of management as compared with the visionary and communication dimension of leadership. The idea of the common good and of motivation will assist an otherwise capable manager to become an effective leader. Comparatively large numbers of high IQ and expert executives fail in leadership challenges and would benefit considerably from a leadership course that demonstrates the importance of emotional intelligence. The course emphasizes the situational principle, so that a leader may take account of the capacity and maturity of his followers or subordinates in deciding what style of leadership to apply under different circumstances. This course also empowers a person in regard to other aspects of organizing people, as for example at corporate levels and in the effective use of power as a means, primarily, of removing “road blocks”.
At the end of the course students will be expected to
v Understand the difference between office holders, like managers, and leaders
v Recognize and appreciate the characteristics of effective leadership
v Appreciate that leadership is not the preserve of the “anointed” in society
v Understand that leadership can be taught and learned, like most skills
v Acquire those principles of effective leadership, and apply them in whatever group or team they find themselves
v Apply their knowledge of social influence in resisting influence assaults and in analyzing and solving relevant influence problems
v Understand and follow the current mass of professional and inspirational literature on leadership
Students are assessed on the basis of 50% CA and 50% written final examination. The CA scores are based on
v Class attendance 5%
v Participation in class discussion and group tasks 5%.
v 2 Written Assignments 20%
v 1 Written Test 10%
v Case Study Presentation 10%
- Teacher: Silk Ogbu
COM 615 Organizational Communication
This course surveys the theoretical, critical, and empirical literature on organizational communication. Critically, the class examines the discourses of technology appropriation, organizational climate, culture and values, leadership, identity, and change among others. Also studied are the empirical literature on human communication and complex organizations; the study of meaning, language, messages, symbols, and interaction; superior-subordinate communication, communication networks and technologies in organizations, conflict management and negotiation, and power and politics, decision-making, personal and relational development, as well as group communication within organizations.
1. Have a broad understanding of organizational Communication
2. Define the general terms related to the academic study of organizational communication.
3. Explain what organizations are and how communication functions within them.
4. Describe how individual personality traits and human temperament affect organizational communication and cohesion.
5. Examine how supervisors and subordinates communicate with each other effectively.
6. Clarify how both employee and employer perceptions of each other can impact an organization.
7. Discuss how power and status influence the normal functioning of organizations and organizational communication.
8. Explain why organizations are resistant to change, and the impact of conflict within the organization.
At the end of the course, students will
v Learn to use a communication approach to understanding organizations
v Recognize the value of applied communication research
v Explore the communication perspectives, principles, and pragmatics necessary to understand and succeed in organizations from numerous case studies
v Apply communication theories to actual organizational communication practices
v Enhance their ability to assess and improve communication processes in various organizational situations
Students are assessed on the basis of 50% CA and 50% written final examination. The CA scores are based on
Class attendance 5%
Participation, in-class discussion, and group tasks 5%.
2 Tests 20%
1 Written assignments 10%
Term Paper 10%