This course aims to give students a general overview of the Advertising ecosystem, with emphasis on how advertising practitioners plan, produce and place effective Advertising campaigns. It exposes you to key terminologies, concepts, functions, effects and significance of Advertising planning. You will appreciate the importance of strategy in the Advertising planning process and gain insights into developing brand positioning and advertising messages, target audience segmentation and selection, as well as media analysis/placement. Under Advertising planning, you will be exposed to the structure of Advertising Agencies and the various disciplines within the Agency (Account Planning, Account Management, Creative, Production and Media), as well as the processes with which they operate. Students will also appreciate the role of campaign evaluation in the planning process and the role of industry regulators and associations, such as APCON, AAAN, ADVAN, MIPAN, OOAN, and a few others.

At the end of this course, students will have acquired the knowledge, tools and techniques to make more informed and effective Advertising decisions, as well as determine the suitability of Advertising as a career choice.

Course Overview

This course provides students with the practical and theoretical perspectives and debates on knowledge production and distribution.  Also, the course exposes students to the book publishing process, that is conceptualization of book ideas to the business and marketing strategy that influence book publication. 

Intended Learning Outcomes

At the conclusion of the course, students will be expected to demonstrate the following abilities: 

Be able to critically examine and discuss the contestation surrounding knowledge production and distributions between the global north and south. 

Be able to demonstrate an understanding of the book publication process and factors that shape the publication process. 

Be able to develop skills needed to secure book publishing contract and aware of the legal 

COM 611: Leadership Strategies in the Media  

Course Description

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.

Course objectives

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”. 

Expected Outcomes

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

Assessment

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%

COM 615   Organizational Communication

Course Outline

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.

Course objectives

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.

Expected Outcomes

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

Assessment

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%

The topical seminar course is an open forum for exploring diverse interests and aspects in media and communication. Topics relevant to the Nigerian and African environments, or to the discipline, are treated through a series of seminars. Such topics are current, relevant and add value to graduate experiences of research and study of communication and media. Such topics may change from year to year. The focus this year is on entrepreneurship and the creative industries.

The creative industries worldwide have taken on greater relevance given their ability to contribute to the creation of both jobs and wealth. However, there is a widespread tendency on the part of the creatives to overlook the fact that to do well they must also follow the basic business principles. In focusing on entrepreneurship and the creative industries, therefore, the goal is to try to understand how business principles come into play in the creative sector. The first part of the course will be focused on understanding the nature of the creative industries while the second part  will be dedicated to core issues of entrepreneurship.

The topical seminar course is an open forum for exploring diverse interests and aspects in media and communication. Topics relevant to the Nigerian and African environments, or to the discipline, are treated through a series of seminars. Such topics are current, relevant and add value to graduate experiences of research and study of communication and media. Such topics may change from year to year. The focus this year is on entrepreneurship and the creative industries.
The creative industries worldwide have taken on greater relevance given their ability to contribute to the creation of both jobs and wealth. However, there is a widespread tendency on the part of the creatives to overlook the fact that to do well they must also follow the basic business principles. In focusing on entrepreneurship and the creative industries, therefore, the goal is to try to understand how business principles come into play in the creative sector. The first part of the course will be focused on understanding the nature of the creative industries while the second part  will be dedicated to core issues of entrepreneurship.

The topical seminar course is an open forum for exploring diverse interests and aspects in media and communication. Topics relevant to the Nigerian and African environments, or to the discipline, are treated through a series of seminars. Such topics are current, relevant and add value to graduate experiences of research and study of communication and media. Such topics may change from year to year. The focus this year is on entrepreneurship and the creative industries. 

The creative industries worldwide have taken on greater relevance given their ability to contribute to the creation of both jobs and wealth. However, there is a widespread tendency on the part of the creatives to overlook the fact that to do well they must also follow the basic business principles. In focusing on entrepreneurship and the creative industries, therefore, the goal is to try to understand how business principles come into play in the creative sector. The first five weeks will be dedicated to core issues of entrepreneurship.