Marketing – History


The Department of Marketing was “incubated in the womb” of Goldie College of Business Administration that was one of the academic units of the University of Nigeria when it was established on 7th October 1960. The Goldie College of Business Administration as at the time, taught courses in the area of Business Management and Marketing.  The Marketing courses were Principles of Marketing, Marketing Management, Advertising, Nigeria Trade and Commerce, and Marketing Research.

The restructuring that was initiated in 1971/72 saw the setting up of sub committee of the Faculty Board of Business Administration by Professor W.O. Uzoaga (then Dr. Uzuoaga) and headed by Dr. J.O. Onah (now Prof. Onah. J.O.), who  made a valid case for the continued existence of the faculty.  Thus, in 1972/73 session, the faculty had four departments – Accountancy, Banking and Finance, Management and Sub-Department of Marketing.

The Departmental programme is based upon the philosophy of a broad-based education bearing in mind that Marketing is an eclectic discipline and depends heavily on Social Sciences, Humanities, Natural and Physical Sciences.

A student of Marketing needs both Theoretical and Practical knowledge to equip himself with the necessary tools to face the challenges of the competitive economy. Emphasis is placed on self-reliance and self-employment to enable the student contribute to national development and professional career.

The objectives of the programme are as follows:
(i) To expose students to all aspects of business administration in the first two years of the programme.

(ii) To give the students broad understanding of Marketing and related subjects in the third and fourth years of the programme.

(iii) To prepare students for responsible positions in industrial, commercial, as well as in government, public service and private establishments.

(iv) To equip students with the knowledge and techniques required in problem-solving and decision making.

(v) To prepare students for careers in Marketing, Business Management, Public Relations, Advertising, Marketing Research, etc.

(vi) To equip students with leadership skills and knowledge needed in business, commerce, industry, government and management. The graduates are therefore prepared to fill middle and senior level management positions in business, commerce, industry, and government. With their education and training they can set up their own businesses since the programme also emphasizes self-employment.

(vii) To equip students with the basic skills to design and develop effective marketing strategies for goods and services as well as combating social problems for the improvement of the society at large and by extension make them professionally qualified to practice Marketing.

The programme of the  department has been structured to provide in-depth knowledge in core Marketing areas that include:
–    Logistics and Supply Chain Management
–    E-Marketing
–    Hospitality and Tourism
–    Marketing Management
–    Marketing Research
–    Environmental Marketing
–    Marketing Communications
–    Behavioural Marketing
–    Industrial (Business to Business) Marketing
–    International Marketing
–    Agricultural and Food Marketing
–    Purchasing and Supply Management
–    Social Marketing
–    Marketing of Services
–    Emerging Markets
–    Marketing and Public Relations
–    Product Development and Brand Management.