Week 1: Introduction to Communication in Leadership and Strategic Marketing. Effective communication is fundamental to leadership and strategic marketing. In today’s dynamic business environment, integrating communication strategies is essential for achieving organizational goals and building strong stakeholder relationships. In Week 1, we will explore key topics related to Integrated Marketing Communication (IMC), its impact on small and medium-sized enterprises, and the application of contemporary marketing theories.

Week 2: Skills for Marketing Professionals. In Week 2 of our course, we focus on essential skills that every marketing professional should cultivate to thrive in their careers. The required readings provide valuable insights into effective communication, career development, and the importance of understanding consumer behavior.

Week 3: Speaking Effectively in Marketing Communication. In this week’s session, we aim to hone our communication skills, specifically in marketing, while adapting to the ongoing shifts in the industry. The required reading will set the stage for a productive exploration of how effective communication can shape marketing success in the digital age.

Week 4: Strategic Advertising and the AIDA Model. Week 4 explores Strategic Advertising through the AIDA Model, emphasizing its application in mobile and email marketing. The readings analyze how AI and machine learning enhance consumer engagement and decision-making. Discussions focus on AIDA’s historical relevance and culminate in a synthesis paper that assesses its components and practical marketing insights.

Week 5: Development of a Marketing Plan. Week 5 focuses on developing a comprehensive marketing plan, incorporating digital marketing strategies to enhance competitive advantage. Readings cover SOSTAC, BCG Matrix, and the 7Ps of marketing, emphasizing their application in various industries. Doctoral Students will conduct a situation analysis, define objectives, and outline tactics in a detailed action plan.

Week 6: Primary and Secondary Research in Marketing. This week, we will focus on the importance of primary and secondary data in market research, emphasizing their roles in identifying potential customers and informing business decisions. Key topics include effective strategies for demographic data collection and the benefits and limitations of secondary data sources in market research, highlighting cost and time efficiencies.

Week 7: Interpersonal Communication with Multiple Constituencies. In Week 7, the focus is on interpersonal communication and its impact on marketing practices. Required readings explore customer loyalty, the role of interpersonal communication in marketing, digital marketing implications, and relationship effects in the Nigerian hotel sector. Discussions emphasize integrating communication principles in marketing strategies and adapting to evolving consumer demands.