M.Sc. Marketing

1. List of Academic Staff

Name	Status and Qualifications	Research Interest
Y. I. Mustapha	Reader & Head of Department B.Sc.,  MBA  .(UDUS,  Sokoto); M.Sc.    (Ilorin);    Ph.D.    (UDUS, Sokoto)	Strategic Marketing, Entrepreneurship, General Marketing and Islamic Marketing
R. A. Gbadeyan	Professor B.Sc., MBA (ABU, Zaria); M.Sc., Ph.D. (Ilorin)	Quantitative Marketing and Service Marketing
M. A. Aremu	Professor B.Sc., M.Sc., PGDCS., PGDE., Ph.D. (Ilorin)	Strategic Marketing, Entrepreneurial marketing and General Management
K. A. Bello	Senior Lecturer B.Sc., M.Sc., Ph.D. (Ilorin)	General Marketing and Marketing Research
Ebunlomo O.Imouokhome	Senior Lecturer B.Sc., M.Sc., Ph.D. (Ilorin)	General Marketing and Strategic Marketing
Mulikat Abdulraheem	Senior Lecturer B.Sc. (ABU, Zaria); M.Sc., Ph.D. (Ilorin)	General Marketing and Social Marketing
* Sidikat L. Adeyemi	Professor B.Sc., MBA (ABU, Zaria); Ph.D. (Ilorin)	Strategic Management and Operations Management
* U. Gunu	Professor B.Sc.  (UDUS,  Sokoto);  M.Sc., Ph.D. (Ilorin)	General Management, Human Resources Management and Entrepreneurship
* M. A. Ijaiya	Professor B.Sc., M.Sc. (BUK, Kano); Ph.D. (Ilorin)	Corporate Finance
* J. O. Adeoti	Professor B.Sc. (ABU,Zaria); M.Sc., MBA, Ph.D. (Ilorin)	Financial  Management, Operation Research and Quantitative Techniques
* I. B. Kadiri	Professor B.Sc.,     M.Sc.     (Ilorin);      Ph.D. (UDUS, Sokoto)	Quantitative Techniques and Management
* A. T. Yakubu	Senior Lecturer B.Sc., (Ilorin); M.Sc. (Ibadan); Ph.D. (Ilorin)	Transport Economics and Informal Economics
* I. I. Aun	B.Sc., M.Sc., Ph.D. (Ilorin)	General Management and Marketing

* Lecturers from other departments

B.  Introduction

The Master of Science (M.Sc.) degree programme in Marketing is designed for the advancement and proficiency in the field of marketing by expanding the frontier of knowledge, preparing manpower requirements and producing researchers and competent marketing professionals for the private and public sectors in Nigeria and globally.

C.  Philosophy

The M.Sc. in Marketing programme has been designed to impart students with relatively advanced marketing knowledge and scientific research approaches needed to understand and expand the frontiers of marketing theory and practice.

D.  Aim and Objectives of the Programme

Master of Science (M.Sc.) Marketing degree aims to produce high-calibre manpower that are employable in both public and private sectors.

The objectives of the programme are to:

1. Expose students to contemporary and relatively advanced research techniques needed to analyse marketing phenomena;
2. Expose students to understand and critique traditional and modern marketing theories and practices;
3. Encourage students to understand applications of marketing theories and techniques;Develop the students‘ intellectual and creativity in marketing activities; and
4. Develop leadership and interpersonal relation skills in the marketing students.

E. Admission Requirements

Admission into the M.Sc. Marketing programme is open to candidates who possess the following:

1. Matriculation requirement including Mathematics, English Language & Economics and two other Social sciences subject must be satisfied
2. Bachelor degrees not lower than Second Class Lower Division in Marketing from University of Ilorin or any related discipline in Marketing such as Advertising, Public relations, Salesmanship and Commerce from any recognized institutions approved by the Senate of University of Ilorin; and
3. All candidates must have attained a satisfactory level of performance in the university‘s qualifying / admission test and interview.

F.  Duration of the Programme

1. Full-time: minimum duration of 18 calendar months and a maximum duration of 24 calendar months.
2. Part-time: minimum duration of 36 calendar months and a maximum duration of 48 calendar months.

G.      Detailed Course Description

MKT 801        Management Theory 2 Credits

Scientific analysis of decision-making; planning, organizing, forecasting, departmentalization,       leadership, motivation, communication. Modern management activities and process. 30h (T); C

MKT 802        Research Methodology 2 Credits

Advanced research techniques. Organic marketing and business functions. Research techniques: theoretical and managerial products. Contemporary research methods; general marketing management problems. Scholarly works in journals and textbooks. Research techniques. 30h (T); C

MKT 803        Quantitative Analysis 2 Credits

Quantitative techniques in business management theories and practices. Games theory. Linear programming. Network analysis. Dynamic programming. Decision theories. Structural equation modelling; inventory models and queuing models. Quantitative techniques in research and marketing decision-making; emphasizing multivariate quantitative methods, optimization and stochastic techniques. 30h (T); C

MKT 804        Strategic Marketing 2 Credits

Strategic marketing process. Opportunity analysis and market targeting. Strategic marketing management decisions. Relevant case studies. 30h (T); C

MKT 805        Electronic Marketing 2 Credits

Meaning of e-marketing. Direct and digital marketing. e-CRM/database marketing. E- marketing planning and strategy; evaluation, measurement and metrics. Search engine optimization and search engine marketing. Online public relations and social networking. Affiliate and affinity marketing. Online marketing communications and value creation. Online customer experience management. Web business development. 30h (T); C

MKT 806     Consumer Behaviour 2 Credits

Role of consumer in marketing. Determinants of consumer behaviour. Culture and consumer behaviour. Models of consumer behaviour. Consumer behaviour research. 30h(T); C

MKT 807  Marketing Ethics 2 Credits

Fundamental concepts and practical applications of marketing ethics. Marketing ethical decision-making processes and control mechanisms. Defining Marketing ethics. Relevant theories to examine ethical questions. Code of conducts and ethical guidelines. Ethics in relation to marketing decisions: market research, segmentation, product, price, distribution, advertising and marketing communications and international marketing. Environmental ethics. Cross-cultural business ethics. Empirical and social science approaches to business ethics. 30h (T); C

MKT 808  Case Study Analysis 2 Credits

Case study Analysis: meaning, characteristics, types, approaches to solving case study. Report layout. Case analysis. Types of case study. Approaches of solving case study. 30h (T); E

MKT 809  Marketing Theory 2 Credits

Marketing theories and research. Marketing discipline and related fields; psychology, economics, sociology. Reviews marketing theories and research. Review of contemporary theories and research. 30h (T); C

MKT 810        Marketing Management 2 Credits

Managerial Marketing; concepts, models, problems, process, and practices, behaviour of markets. Demand measurement/forecasting. Marketing mix decisions: strategies and policy implementations. Strategic planning to business models and functional areas of marketing; utilization of product planning for pricing, promotion, distribution and competitive strategy. 30h (T); C

MKT 811        Entrepreneurial Marketing 2 Credits

Marketing concepts and tools. Marketing strategies and entrepreneurship. Identifying market opportunities. Market development. Entrepreneurial communication strategies. Pricing. Distribution strategy. Building customer relationships. Entrepreneurial processes for market identification, segmentation and engagement decisions. 30h (T); E

MKT 812        Marketing Research 2 Credits

Research design. Data collection methods. Sampling techniques. Data analysis methods. Measurement scales. Interpretation and presentation of marketing research results. 30h (T); C

MKT 813        Advanced Microeconomics 2 Credits

Welfare economics and general equilibrium with applications to public finance and international trade. Models of the consumer optimum. Laws of demand. Empirical demand analysis. Duality and welfare change. Uncertainty and market equilibrium. 30h (T); C

MKT 814      Advanced Macroeconomics 2 Credits

Models of aggregate demand. Consumption function; Keynes and Friedman. Empirical evidence and reconciliation of short and long-run results. Models of investment behaviour. Models of aggregate supply. The production employment and monetary sector. The monetary sector. The Investment/Liquidity Money model. Theories of inflation. Alternative theories of interest rates. 30h (T); C

MKT 815        International Marketing 2 Credits

International marketing management issues such as concept of psychic distance. International marketing policies and strategies. International marketing environment. Globalization and international marketing. E-commerce and international marketing. 30h (T); E

MKT 816        Integrated Marketing Communications 2 Credits

Concepts, theories, models, processes and contemporary practices of marketing in the new marketing and media era with an integrated approach. The concepts and theories of marketing communications; the changing environment of influences on consumer behaviour and buyer decision making. Tools and techniques of marketing communication: advertising, personal selling, sales promotion, public relations and publicity, direct marketing, etc. 30h (T); E

MKT 817        Marketing of Financial Services 2 Credits

Marketing of financial services concepts/principles/strategies as related to financial sector. Service marketing: characteristics of services and their marketing implications. Marketing planning in financial services; analysis of financial services markets. Marketing-mix elements in financial services: relationship marketing and product development process. 30h (T); E

MKT 818         Product Development and Management 2 Credits

Product definition and concepts. Theories and models. Product planning and development. New product development process; marketing of new product, organization for new product, basic approach for new products, managing product manager‘s interface. 30h (T); E

MKT 819   Marketing Models 2 Credits

Theoretical and empirical models in marketing. Issues in the areas of product introduction and positioning, pricing, advertising and distribution channels. Theoretical structure of the micro-economics of firm and consumer decision making and control theory. Conjoint analysis; choice modelling and multivariate techniques. 30h (T); E

MKT 820   Service Marketing 2 Credits

Services marketing; meaning, concepts, challenges and strength to develop an understanding of the fundamental concepts and strategies that differentiate marketing of services from the marketing of tangible goods. Challenges involved in marketing and managing services. Components of the services marketing mix and the importance of service design. Management and measurement of service quality and customer satisfaction. Role of service personnel and customers with respect to service delivery, service failures, and service recovery. Issues identifying strategies to address service organization such as managing supply and demands. Relationship management and the overlap in marketing, operations management, and human resource systems. 30h (T); E

MKT 821        Industrial Marketing 2 Credits

Concept and nature of industrial products and their features: industrial markets, industrial services, marketing mix strategies and selling techniques in industrial marketing, segmenting the industrial market and industrial buyer behaviour. 30h (T); E

MKT 822      Agricultural Marketing 2 Credits

Agricultural marketing techniques. Agricultural products. Agricultural inputs; agricultural technologies and sources. Development policies and problems of agricultural marketing in Nigeria. Government intervention in agricultural marketing. International problems. Cooperatives: standardization, grading, packaging, weights and measures. Agricultural market centralization and decentralization. Interstate marketing of farm products. Agricultural marketing in Nigeria. 30h (T); E

MKT 823   Marketing Thought 2 Credits

Marketing domain and its roles in the development process against contemporary views as well as practical marketing problems of development process, Factors militating against development and possible solutions. 30h (T); E

MKT 824:   Corporate Finance 2 Credits

Firm and corporate objectives. Capital budgeting problems: market evaluation of non- assets under uncertainty capital budgeting. Investment criteria. Cost of capital: discussion of corporate financial problems: e.g. leasing, mergers and acquisitions, and issuance of new securities. 30h (T); E

MKT 825        Organizational Behaviour 2 Credits

Organizations systems concept. Organizational entry. Motivation and job satisfaction. Bases of individual attitudes and behaviours in organizational settings. Individual and their relationships in organizations: group and inter group behaviours, organizational structures. Typology/Taxonomy of organizations. Organizational efficiency and effectiveness. Organizational politics. Organizational change and development. Technology and organizational structure. Organizations and environment. Organizational design. 30h (T); E

MKT 898   Seminar 2 Credits

Recent research in the area of marketing examining current issues and trends. Each student is expected to make at least one presentation during the course, focusing on the formulation, design, execution, and results of his/her research. 30h (P); C

MKT 899   Dissertation 6 Credits

Writing reports based on an empirical or library study of a specific subject matter or topic in core marketing or related marketing topics. Students would present a research-based report of not less than 15,000 words at the end of the second semester. 90h (P); C

Graduation Requirements

The M.Sc. in Marketing programme requires a minimum of 36 credit units for graduation made up as follows:

1. Thirteen core courses (2 credits each )                             26 units
2. Two elective courses (2 credits each)                               4 units
3. Dissertation                                                                       6 units

Total                                                                                 36 units

1. Summary

Core Courses: MKT 801(2), MKT 802(2), MKT 803(2), MKT 804(2), MKT 805(2), MKT 806(2),

MKT 807(2), MKT 809(2), MKT 810(2), MKT 812(2), MKT 813(2), MKT 814(2), MKT 898(2),

and MKT 899(6)                                             = 32 Credits

Elective Courses: At least 2 of any Elective courses mounted at any Session from the following: MKT 808(2), MKT 811(2), MKT 815(2), MKT 816(2), MKT 817(2), MKT 818(2), MKT 819(2),

MKT 820(2), MKT 821(2), MKT 822(2), MKT 823(2), MKT 824(2) and MKT 825(2) =  4 Credits

Total Core and Elective courses = 36 Credits