Marketing
Faculty
Management and Social Sciences
Department
Mass Communication
Course Title
Marketing Foundations for Advertising and Public Relations
Year of Study
2
Course Code
MCM 218
Credit Hours
2
Contact Hours
30
Mode of Delivery
Classroom Lectures
Mode of Assessment
Weight
Continuous Assessment
Final Examination
30%
70%
Total
100%
Course Lecturer
Folorunsho, O.M.
Course
Description
The course is aimed at giving students the basis of marketing for advertising
and promotion of products and services, as well as introducing them to the
world of marketing vis-à-vis its importance, functions and approaches.
Course
Objectives
This course would teach the students the following:
1. Introduce them to the world of marketing and its importance.
2. Give them insights on the approaches to marketing and factors
affecting the development of marketing in Nigeria.
3. Understand the marketing mix and their relevance in the marketing
process.
Learning
Outcomes
On successful completion of the course, students will be able to:
➢ Explain the need for communication solutions to marketing problems.
➢ Identify and describe the marketing mix and their relevance in the
marketing process.
➢ Understand how to use advertising and public relations as
communication tools to promote a product, person, an organisation or
idea.
➢ Discuss the type of communication solution that can effectively deal
with marketing problems in different situations.
➢ Know the channels of distribution and suitable one at any point in time.
Teaching and
Learning
The class will meet for two hours every week for a combination of both the
lecture hours and tutorials.
Detailed Course
Content
This course is aimed at studying advertising and public relations as
communication tools that can be used to market or promote a product or
services. The course further reviewed marketing as a basis for determining the
needs and types of communication solutions needed to handle effectively series
of marketing problems in different situations.
Course Content Sequencing
Weeks
Detailed Course Outline
Allocated Time
Week 1 & 2
Concept of Marketing
▪ Definitions of Marketing
▪ Basic Concepts: Need, Want, Demand and
Exchange
▪ Similarities and Differences between
Marketing and Selling
▪ Role of Marketing
▪ Importance and Functions of Marketing
▪ Approaches to the Study of Marketing
▪ Factors Affecting the Development of
Marketing in Nigeria
Week 3
Marketing Management Philosophies
▪ Selective Marketing
▪ Market Segmentation
▪ Market Research
▪ Marketing Strategy
Week 4
The Marketing Mix
▪ Product
▪ Place
▪ Price
▪ Promotion
Week 5 & 6
Advertising
▪ Concept of Advertising
▪ Classification of Advertising
▪ Advertising Agency
▪ Relationships between Advertising and
Marketing
Continuous Assessment I
Week 7
Public Relations
▪ Public Relations Defined
▪ Importance of Public Relations
▪ Contributions of Public Relations to Marketing
Week 8 & 9
Packaging and Branding
▪ Branding
▪ Factors to be Considered in Brand Name
Selection
Weeks 10 & 11
Distribution
▪ Channels of Distribution
▪ Channel Functions
▪ Channel Selection
Week 12
Revision
Week 13, 14
Examinations
Recommended Reading Material
Ewuola, P.O. (2015). Elements of marketing and advertising. Lagos: Elyon Triumphant
Ventures.
Izuogu, K.C. (2001). Marketing foundation for advertising and public relations. Unpublished
Lecture Note, Department of Mass Communication, Abia State University, Uturu.
NOTE: 75% attendance to class is a MUST to qualify to sit for examination in Marketing
Foundations for Advertising and Public Relations
End of Document
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