B.Sc. Marketing

Colleges and Faculties > Independent Faculties > Faculty of Administration and Management Sciences (AMS) > Department of Business Administration > B.Sc. Marketing

The B.Sc. Marketing programme provides you with the knowledge and practical skills required to understand consumer behaviour, develop effective marketing strategies, manage brands, and communicate value in a competitive global marketplace. You will explore how organisations create, promote, and deliver products and services that meet the needs of diverse customers, while contributing to economic and business development.

Your training will help you understand how markets work, how consumers make decisions, how brands are built, and how organisations use research, digital tools, and communication strategies to engage customers. By the end of the programme, you will be prepared for careers in marketing, sales, brand management, advertising, market research, and business development.

Course Overview

The B.Sc. Marketing programme offers a solid foundation in both the theoretical and practical aspects of marketing. You will study a range of topics that reflect modern business needs, including consumer behaviour, digital marketing, product development, pricing strategies, distribution systems, marketing analytics, and integrated marketing communication.

Key areas of study include:

  1. Principles and practice of marketing
  2. Consumer behaviour and market analysis
  3. Brand management and product strategy
  4. Integrated marketing communication
  5. Digital and social media marketing
  6. Sales and distribution management
  7. Marketing research and data interpretation
  8. Business policy and strategic planning
  9. Entrepreneurship and innovation
  10. Service marketing and retail strategy

The programme duration is four years for UTME entrants and three years for Direct Entry students.

Course Curriculum

The curriculum is drawn from the NUC Core Curriculum and Minimum Academic Standards (CCMAS) for Administration and Management. It blends foundational management courses, core marketing disciplines, analytical skills, and practical training through presentations, fieldwork, case studies, and research.

You begin with foundational courses in business and management:

  1. Introduction to Business
  2. Principles of Marketing
  3. Microeconomics
  4. Macroeconomics
  5. Business Mathematics
  6. Communication in English
  7. Nigerian Peoples and Culture
  8. Introduction to Computer Applications

These courses help you understand the fundamentals of business operations and marketing principles.

You move into core marketing and management concepts:

  1. Marketing Environment
  2. Consumer Behaviour
  3. Business Statistics
  4. Marketing Research I
  5. Sales Management
  6. Management Principles
  7. Financial Accounting
  8. Business Law

This level builds your analytical skills and understanding of customer-focused strategies.

You advance into specialised marketing areas and professional skills:

  1. Product and Brand Management
  2. Integrated Marketing Communication
  3. Digital and Social Media Marketing
  4. Marketing Research II
  5. Retail and Wholesale Management
  6. Distribution and Logistics Management
  7. Entrepreneurship Development
  8. Business Policy and Strategy I

This stage prepares you for modern marketing challenges, including digital transformation and brand leadership.

You consolidate your learning and prepare for professional practice:

  1. Strategic Marketing Management
  2. Service Marketing
  3. International Marketing
  4. Marketing Analytics and Decision Making
  5. Business Policy and Strategy II
  6. Seminar in Marketing
  7. Project/Dissertation

Your final-year courses strengthen your strategic thinking and research competence.

Entry Requirements

To gain admission into the B.Sc. Marketing programme, you must satisfy one of the entry routes approved by the National Universities Commission (NUC) and Olabisi Onabanjo University.

UTME Admission (Four-Year Programme)

  1. A minimum of five credit passes at O-Level, including English Language, Mathematics, and other relevant subjects from the Arts, Social Sciences, or Science fields, obtained in not more than two sittings.
  2. A satisfactory score in the Unified Tertiary Matriculation Examination (UTME), with English Language and other approved subjects relevant to business and management.
  3. Successful participation in the OOU Post-UTME screening exercise.

Your O-Level subjects should reflect competency in language, numeracy, and foundational business-related disciplines.

Direct Entry Admission (Three-Year Programme)

  1. At least five O-Level credits, including English Language and Mathematics.
  2. Two A-Level passes in relevant subjects such as Economics, Business Management, Accounting, or Mathematics.
  3. OR a National Diploma (ND), NCE, or equivalent qualification in Business Administration, Marketing, Management Sciences, or related fields with a minimum of Upper Credit or Merit.

Why study at OOU?

Studying Marketing at Olabisi Onabanjo University gives you access to a robust business education grounded in both theory and practical experience. You will benefit from:

  1. A curriculum aligned with modern business practices, covering digital marketing, consumer analytics, branding, sales management, and strategic communication.
  2. Experienced lecturers and industry-informed teaching, ensuring you gain insights that reflect real business environments.
  3. Opportunities for practical learning, including case studies, group projects, presentations, and exposure to real market scenarios.
  4. A focus on digital transformation, preparing you to navigate today’s online consumer landscape and emerging marketing technologies.
  5. Strong analytical and decision-making training, helping you interpret market data and develop strategic marketing solutions.
  6. Cross-disciplinary learning opportunities with programmes in Accounting, Business Administration, Mass Communication, and Economics.
  7. A solid foundation for postgraduate studies in Marketing, Business Administration, Management, and related fields.

Research Project

In your final year, you will undertake a research project that demonstrates your ability to investigate real-world marketing challenges and apply marketing theories to organisational or consumer problems.

Under the guidance of an academic supervisor, you will:

  1. Select a topic in areas such as consumer behaviour, digital marketing, sales strategy, brand management, market segmentation, or product development.
  2. Conduct research using qualitative or quantitative methods appropriate to your topic.
  3. Analyse market data to understand trends, patterns, and decision-making factors.
  4. Produce a well-structured dissertation that demonstrates your understanding of marketing concepts, analytical skills, and research competence.

This project prepares you for advanced roles in marketing analysis, business development, strategy, and consumer insight.

Graduation Requirements

To qualify for the award of the Bachelor of Science in Marketing, you must fulfil the graduation requirements set by the National Universities Commission (NUC) and Olabisi Onabanjo University.

Academic Requirements

  1. Complete and pass all compulsory and elective courses prescribed in the programme.
  2. Earn the minimum credit load required for graduation:
    • 120 credit units for UTME entrants
    • 90 credit units for Direct Entry entrants
  3. Maintain a minimum Cumulative Grade Point Average (CGPA) of 1.00.
  4. Complete and successfully defend your final-year research project.

Grading and Degree Classification

Your final degree classification is determined by your Cumulative Grade Point Average (CGPA), as follows:

Upon satisfying these requirements, you will be awarded the B.Sc. (Hons) Marketing, a qualification recognised for its relevance and value across all sectors of the economy.

Career Opportunities

A degree in Marketing offers you diverse career options across both local and international business environments. Your training prepares you to understand markets, manage brands, analyse consumer behaviour, and design effective marketing strategies.

You may pursue roles such as:

  1. Marketing Officer
  2. Brand Manager
  3. Digital Marketing Specialist
  4. Sales and Business Development Executive
  5. Market Research Analyst
  6. Customer Relationship Manager
  7. Advertising Executive
  8. Product Manager
  9. Retail and Merchandising Manager
  10. Social Media Strategist
  11. Distribution and Logistics Coordinator
  12. Public Relations and Communication Assistant

You may work in:

  1. Manufacturing and service organisations
  2. Banks, financial institutions, and insurance companies
  3. Telecommunications and technology firms
  4. Advertising, branding, and digital marketing agencies
  5. Government ministries and public-sector organisations
  6. Non-governmental organisations (NGOs)
  7. Market research and consulting firms
  8. Small and medium enterprises (SMEs)
  9. E-commerce and retail companies

The programme also provides a strong foundation for postgraduate studies in Marketing, Business Administration (MBA), Management, International Business, and related fields.

How to Apply?

1. UTME Admission (Four-Year Programme)

  1. Select Olabisi Onabanjo University as your first-choice institution and choose Marketing as your preferred programme.
  2. Sit for the UTME with English Language and other relevant subjects in the Arts, Social Sciences, or Sciences.
  3. Possess at least five O-level credits, including English Language and Mathematics, in not more than two sittings.
  4. Participate in the OOU Post-UTME screening and meet the departmental cut-off.

2. Direct Entry Admission (Three-Year Programme)

  1. Hold two A-Level passes in relevant subjects such as Economics, Business Management, Accounting, or Mathematics OR possess an ND, NCE, or equivalent qualification in Business-related fields with at least Upper Credit or Merit.
  2. Have the required O-level credits, including English Language and Mathematics.
  3. Upload transcripts and supporting documents via the OOU Undergraduate Admissions Portal.

Course Coordinator

The B.Sc. Marketing programme is coordinated by experienced academics and professionals within the Department of Business Administration, Faculty of Administration and Management Sciences.

The current programme coordinator is:

Dr [Full Name]

Contact Information:

  • Email:  
  • Phone: 
  • Office: 

Course Overview

  1. Next Admission Process
  2. Current Academic Year
  3. Associated programmes = Undergraduate
  4. Course Duration = 4 Years
  5. Degree = Bachelor of Science (B.Sc.)
  6. Department = Business Administration
  7. Course Type = Full Time
  8. Course Delivery = On campus
  9. Location = Faculty of Administration and Management Sciences, Main Campus
  10. Scholarship opportunities