The Postgraduate College

Economics and Management Sciences / Marketing and Consumer Studies

Overview

Degree awarded:

M.Phil

M.Phil/Ph.D

M.Sc

M.Sc (CBNCPP)

M.Sc. Marketing and Consumer Studies (CBNCPP)

Ph.D

Programmes:

Master of Science in Marketing and Consumer Studies

Field of interest:

Not Applicable

Entry requirements:

General Regulations Governing Admission to Higher Degree Programmes

Candidates for admission to higher degree programmes shall normally be graduates of the University of Ibadan or other Universities/Institutions recognised by the Senate. Admission shall be made by the Postgraduate College on the recommendation of the appropriate Faculty Postgraduate Committee.
Candidates without any previous higher degrees in the relevant discipline may be admitted only to either the Degree of Master or the Professional Degree of Master.
Candidates with recognised “Research Higher” Degree in the relevant discipline may be admitted to the M.Phil or Ph.D. degree programmes as appropriate, on the recommendation of the appropriate Faculty Postgraduate Committee.
A candidate admitted to the degree of Master of University of Ibadan who obtained a weighted average mark of 55.0 – 59.9%, or a CGPA of between 4.0 and 4.9 may be offered provisional admission to the M.Phil./Ph.D programmes. Such candidates shall be assessed within three semesters of full time and four semesters of part time registration for the M.Phil/Ph.D to Ph.D conversion. This shall also apply to students who graduated from other universities

SPECIAL WAIVER FOR MATURED APPLICANTS

All University of Ibadan graduates should be admitted to Postgraduate programme with the ordinary level criteria existing at the time their first admission. Candidate who did not fulfill the requirements as at the time of their admission are not eligible for consideration.
Special consideration may be given to candidates, who obtained their first degree not less than 20 years from the time of seeking admission to any postgraduate programmes. Such candidates must have been found to possess special skills or abilities and professionally or academically engaged during the period of 20 years.

How to apply:

Apply online

Our Marketing and Consumer Studies focuses on understanding consumer behaviour, market dynamics, and developing effective marketing strategies. We review consumer psychology, market research, brand management, advertising, and sales techniques. Our Marketing and Consumer Studies typically covers a range of subjects that provides our students with a comprehensive understanding of consumer behavior, market analysis, marketing strategies, and brand management. Here is a general summary of the course overview for Marketing and Consumer Studies:

Consumer Behavior:

This course explores the psychological, social, and cultural factors that influence consumer decision-making. Students learn about consumer motivations, perception, attitudes, and how these factors impact consumer behavior. They study consumer research methodologies and learn how to analyze consumer data.

Market Research:

This course focuses on the techniques and methodologies used to conduct market research. Students learn how to design surveys, collect and analyze data, and interpret market research findings. They also explore qualitative research methods such as focus groups and interviews.

Marketing Strategy:

This course covers the development and implementation of marketing strategies. Students learn how to analyze market trends, identify target markets, and develop positioning strategies. They study marketing mix elements, including product development, pricing, distribution, and promotion.

Brand Management:

This course examines the principles and practices of brand management. Students learn how to develop and manage brand identities, create brand equity, and implement brand communication strategies. They study brand positioning, brand extension, and brand loyalty.

Advertising and Promotion:

This course focuses on the principles and strategies of advertising and promotion. Students learn about different advertising media, message design, campaign planning, and evaluation of advertising effectiveness. They also explore sales promotion techniques and public relations strategies.

Digital Marketing:

This course covers the role of digital technology in marketing. Students learn about online marketing strategies, social media marketing, search engine optimization, content marketing, and mobile marketing. They study the use of analytics and data-driven marketing in the digital context.

Retail Marketing:

This course examines the marketing strategies and management practices in the retail industry. Students learn about retail consumer behavior, store layout and design, merchandising techniques, customer relationship management, and retail branding.

Consumer Insights and Analytics:

This course focuses on analyzing consumer data to gain insights into consumer behavior and preferences. Students learn how to use statistical analysis tools and techniques to interpret consumer data and make informed marketing decisions.

Marketing Ethics and Social Responsibility:

This course explores ethical issues in marketing and the role of marketing in society. Students examine topics such as deceptive advertising, consumer privacy, sustainability, and corporate social responsibility.

Marketing Communications:

This course covers integrated marketing communications strategies, including advertising, public relations, sales promotion, and direct marketing. Students learn how to develop cohesive and effective marketing communication campaigns.

Few/Some of the Course Content

MCS 702	Marketing Research Seminar
MCS 712	Consumer Behaviour I
MCS 711	Marketing Theory
MCS 717	Quantitative and Qualitative Methods I
MCS 716	Marketing Research Methodology
MCS 715	Econometrics Methods I
MCS 714	Macro Economic Theory I
MCS 718	Strategic Marketing
MCS 719	International Marketing
MCS 720	Integrated Marketing Communication
MCS 721	Marketing Channels
MCS 722	Principles of Retailing
MCS 723	Sales Force Management
MCS 724	Services Marketing (including financial services, Health, agro-products marketing, pharmaceutical products, and so on.
MCS 725	Social Responsibility & Ethics in Marketing
MCS 726	Accounting and Finance for Marketing Decision Making
MCS 727	Advanced Digital Marketing
MCS 728	Advertising and Sales Promotion
MCS 751	Micro Economic Theory II
MCS 752	Macro Economic Theory II
MCS 753	Econometric methods II
MCS 754	Marketing Strategy and Models

Entry Requirement

General Admission Requirements for Higher Degree

The basic qualification for admission to all Postgraduate Courses and Programmes is a first degree of the University of Ibadan or degree/Higher National Diploma of other recognized Institutions in the relevant discipline. Where qualifications are not strictly in the area of admission, remedial courses, which may lead to additional periods of studentship, may be prescribed.
In addition to individual Departmental requirements, applicants must satisfy the ‘O’ Level first degree matriculation requirements of the University of Ibadan i.e five ‘O’Level credit passes at ONE sitting or 6 ‘O’ level credits at TWO sittings including English Language and subject areas for ALL disciplines and Mathematics for ALL Science-based disciplines, Educational Management and Economics and at least a pass in Mathematics for other Social Science Courses OR Holder of NCE must have credit passes in WASC or credit or merit passes in TC II (obtained between 1967 and 1981) in English Language and four other relevant matriculation subjects.
Candidates for the degree of M.Phil and Ph.D. are admitted in the first instance to the Degree of Master Programme. However, candidates who, in addition to a good first degree, and already holding acceptable postgraduate degrees, may be considered for direct admission to the M.Phil and Ph.D. Programmes.

INTERNATIONAL STUDENT ADMISSION REQUIREMENT

Candidate with recognized first degree or higher degree assessed to be at least equal or equivalent to the degree of Bachelor or Master of the University of Ibadan and as recognized by the University senate may be admitted to the Masters , M.Phil, M.Phil/Ph.D or Ph.D Programme on the recommendation of the appropriate Faculty Postgraduate Committee
All applicants for the Postgraduate Diploma, Degree of Masters and Professional Master are require to take Test of Proficiency in English Language. A. minimum score of 40 percent must be attained before applicants could be eligible to be shortlisted by the admitting Departments, Schools, or Institutes.

Facilities

Career Path

Graduates with a degree in Marketing and Consumer Studies can pursue a variety of career paths in marketing, advertising, market research, brand management, sales, retail management, and related fields. Some common career options include:

Marketing Manager:

Graduates can work as marketing managers, responsible for developing and implementing marketing strategies, managing marketing campaigns, and overseeing brand management efforts.

Market Research Analyst:

Graduates can work as market research analysts, conducting market research studies, analyzing consumer data, and providing insights to inform marketing strategies.

Brand Manager:

Graduates can work as brand managers, responsible for developing and managing brand identities, implementing brand strategies, and ensuring brand consistency.

Advertising Account Executive:

Graduates can work in advertising agencies as account executives, liaising between clients and the agency to develop and execute advertising campaigns.

Sales Manager:

Graduates can work as sales managers, overseeing sales teams, setting sales targets, and developing sales strategies.

Retail Manager:

Graduates can work in retail management, overseeing store operations, managing merchandise, and implementing marketing strategies at the retail level.

Market Analyst:

Graduates can work as market analysts, providing market insights and analysis to support strategic decision-making in organizations.

Digital Marketing Specialist:

Graduates can work in digital marketing roles, specializing in online marketing, social media marketing, search engine optimization, and other digital marketing strategies.

It's important to note that specific career opportunities may vary depending on individual skills, interests, and experience, as well as industry and market conditions.

Supervisor(s)

Fees

Get estimated fee for this programme using this Link

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