The Need for Digital Marketing Inclusion in Varsities’ Curriculum


By Lead Web Praxis Media

The internet can boast of a high number of users worldwide and this is attributable to the development of technology.

This has led to the utilisation of digital marketing by a lot of businesses interested in reaching their target audience via the internet.

Simply put, digital marketing can be defined as the branch of marketing that makes use of the internet as well as the various digital technological devices for the facilitation and promotion of goods and services.

This concept is very vital especially if included in the curriculum of universities and here are the various reasons why such a move should be taken:

Fast-growing rates of digital markets

Digital marketing is experiencing a very rapid increase and statistics have revealed that this field of marketing will witness a very high number of job opportunities.

People are moving away from the analogue form of advertising and marketing and turning to more digitized options.

Introducing digital marketing as a course in the curriculum of universities across the country would be a step in the right direction. It will expose the students to an early learning experience in digital marketing and better equip them for this newly evolving field.

High profit

Digital marketing is believed to have one of the highest return on investment (ROI) in the marketing field. In a general sense, this means that a lot of companies are utilising this marketing strategy to push their products and services to their target audience.

Social media marketing as well as content marketing are best known to produce a very high ROI. Email marketing is also known to have a good conversion rate. The students would be taught the various types of digital marketing and they will also get the opportunity to choose the best digital marketing platform to use.

Active online shoppers

About 84 per cent of internet users would prefer to read reviews about certain products and services which will inform their buying decision. Google has about 3.5 billion searches carried out each year and most of these searches relate to businesses.

Most of the times, these searches are geared towards the purchase of goods and services rather than mere informational purposes about the businesses. These shoppers are always impatient with these searches and often don’t go past the first 5 pages of Google or any other search engine. This is the reason why most businesses adopt Search Engine Optimisation (SEO) strategies. Students can learn more about SEO if digital marketing is introduced in the university’s curriculum.

Boost in economy

This is one of the important benefits of digital marketing that cannot be overlooked. Some people are still making use of the traditional marketing mediums which includes flyers, newspaper, TV and radio adverts in trying to put their businesses out in the visibility domain.

The truth of the matter remains that these approaches have a different impact on business. If students are able to understand and learn about the various aspects of digital marketing in the university, there is a higher chance that some of the traditional approaches to marketing would be jettisoned and online marketing would be adopted which will, in turn, boost sales and the economy generally.

Versatility and digital skill gap

Once a student is able to master the top roles of a Digital Marketer, he or she will be exposed to a wider range of skills that may be related or not. It is important to note that there is a very high demand for people that possess digital marketing skills.

There are a lot of online skills which most people lack and this is often referred to as the skills gap. It is not strange to find out that certain persons that possess one skill might not be able to complete certain projects or jobs because of the fact that they don’t possess certain skills too. Well, that is different from digital marketing because, with it, you can be able to up-skill your knowledge about trending technologies

Digital Marketing is very vital to the growth of every business owing to the latest trend in technological advancement. Early exposure to this area of online marketing would be the best for the growth of businesses across the country and the economy generally thereby the need for introducing digital marketing into the curriculum of universities.

We strongly suggest Digital Marketing inclusion in varsities globally.

Related Stories

BRICS and the Global South Cooperation

By Professors Abdullahi Y. Shehu and Maurice Okoli Introduction Since the collapse of the Soviet Union in 1992 ‘the tectonic plates of geopolitics have been shifting’ and with current geopolitical tensions, including the Russian-Ukrainian conflict, the Israeli-Hamas war, new alliances and potential rivalry among world powers seeking for influence in Africa and other regions of the world, ‘we may see the world becoming more multipolar’. Despite the plethora of multilateral institutions, multipolarity has become a cliché as member states forge new alliances to address perceived injustices in the existing system. BRICS emerged from the Russia-India-China strategic triangle called RIC. The group


Niger Delta And Mulade’s Developmental Roadmap

By Jerome-Mario Utomi Each passing day brings to mind the sincere desire of Niger Deltans to have the region genuinely developed via infrastructural provisions, human capital development, environmental protection as well as protection of lives and property of the people of the region. The latest of such expression came during a recent press briefing in Warri, Delta State, by Mulade Sheriff, the National Coordinator of the Centre for Peace and Environmental Justice (CEPEJ), the foremost environmental and peace advocacy group in the Niger Delta region, where, he among other remarks, observed the tremendous progress that has been recorded in the


The Intersection of Religion and Human Rights: Balancing Freedom of Religion and Societal Interest in Nigeria

By Prince Charles Dickson PhD Last week, I had the honor of a deep dive conversation with very respected men and women of the press, from the traditional to the digital space, citizen journalists, bloggers and more. It is an interesting cohort, and I am sure that at the end of this initiative, the impacts would be felt. Let me quickly appreciate the Search For Common Ground’s Katlong, Daniel, Temisan, Emmanuela, Fatima Madaki, the Country Director, and all the wonderful souls and the work we all do in this space. My presentation was about the complex dynamics at the intersection

More Stories

2019 Alaka Children’s Day Party Gathers Momentum

By Dipo Olowookere Organisers of the yearly Children’s Day programme in the Alaka area of Lagos State have assured that this year’s edition will be top-notch. Information made available to us at the weekend indicated that over 1,000 children will participate in the prestigious party. Scheduled for May 27, 2019 at Alaka Community Recreation Centre, Surulere, this year’s programme has been designed as a series of plenary and parallel sessions focusing on children’s welfare, with speakers chosen to lead discussions on definite action and steps to be taken by parents to complement government effort in child development. In a statement


We’ll Ensure Investors Don’t Bear Unnecessary Costs—SEC

By Modupe Gbadeyanka Acting Director-General of the Securities and Exchange Commission (SEC), Ms Mary Uduk, has assured investors in the Nigerian capital market of adequate protection so as to make them have faith in the market. At a chat with financial journalists in Lagos over the weekend, the SEC chief said the protection of investors was one of the cardinal points of market regulation that contributes to deepening the capital market. According to her, one of the ways of growing and developing the capital market is to ensure that investors are able to receive the benefits of their investments. “When


Africa Needs Urgent Action to Meet Agenda 2063—Murombedzi

By Modupe Gbadeyanka Officer in Charge of the Economic Commission for Africa’s African Climate Policy Center (ACPC), Mr James Murombedzi, has disclosed that Africa will not successfully implement the sustainable development agenda and it’s 50-year development plan, Agenda 2063, if urgent climate actions are not taken now. Speaking ahead of the 7th Climate Change and Development in Africa (CCDA7), which opened in Nairobi on Wednesday, Mr Murombedzi said the continent needs to urgently adopt climate resilient development pathways if it is to survive the adverse impacts of climate change. The CCDA-VII is being organized in partnership with the Kenyan government


NIPCO Extends MTO Deadline for Minority Shares in Mobil

By Modupe Gbadeyanka Deadline for the proposed Mandatory Takeover (MTO) bid offer period by NIPCO Investment Limited of 3.23% equity stake representing 11,644,544 ordinary shares of 50k each in Mobil Oil Nigeria Plc held by qualifying shareholders has been extended. The exercise had closed on Thursday, June 29, 2017, but the firm received an approval from the Securities and Exchange Commission (SEC) to extend it till Thursday, July 27, 2017. The MTO is in compliance with SEC rules requiring NIPCO to make an offer for minority shareholders holdings in Mobil. In April 2017, the oil firm completed the acquisition of


ABB Opens First Turbo Charger Service Workshop in Nigeria

Following its rapid growth in the Nigerian market, ABB Nigeria, a pioneering technology leader in electrification products, robotics and motion, industrial automation and power grids, on Tuesday, December 4, 2018, officially opened its new office facility at Metalbox Road, Ogba, Lagos. The new facility, which is situated in the industrial area of Lagos, enables easier communication across the company, is more spacious and is fitted with unique features, including a Turbo charging service workshop which is the first in Nigeria. It also features a training centre for its customers and a state-of-the-art show room fitted with the latest designs and


Nigerians Jobs First: PRCAN Hails Buhari on Executive Order

By Modupe Gbadeyanka President Muhammadu Buhari has been commended by the Public Relations Consultants Association of Nigeria (PRCAN) for signing the Executive Order making it unlawful to grant visas to expatriates to come into Nigeria to render professional services which could be otherwise provided by Nigerian professionals. PRCAN, the regulatory body of Public Relations consultancies in Nigeria, described the Executive Order as a valid extension of the ‘Buy Nigeria, Save the Naira’ campaign of the Federal Government of Nigeria, which a large number of government officials had treated with contempt. In a statement issued and signed in Lagos by the


Court Quashes Suit Against NIPC Over Use of IGR

By Modupe Gbadeyanka A suit filed against the Nigerian Investment Promotion Commission (NIPC) by a member of its governing council, Mr Ali Sani, has been quashed by a federal high court sitting in Abuja. The matter was struck out by the court on Wednesday, May 13, 2020 on the grounds that the plaintiff lacked locus/legal right to bring the suit because it was statute-barred. Mr Sani had instituted the action on November 25, 2019, seeking to restrain NIPC, the Chairman of NIPC and the Executive Secretary of NIPC from appropriating and spending funds realised as internally generated revenue (IGR). He


XRP Jumps 28% After US Court Rules Against SEC Suit

By Adedapo Adesanya A federal judge in the United States has partially sided with Ripple Labs in a US Securities and Exchange Commission (SEC) lawsuit alleging the San Francisco-based blockchain developer issued an unregistered security offering with its XRP token. As a result of this news, XRP jumped 28.00 per cent in the cryptocurrency market to $0.6071, as observed by Business Post. The Judge, Annalisa Torres, found that Ripple’s institutional sales of XRP constituted an unregistered securities offering but settled that programmatic sales on the secondary market were not. In the decision, the court noted that “having considered the economic

Recent Stories

Global Finance Names Ecobank Best FX Bank in Nigeria

By Dipo Olowookere Ecobank Nigeria Limited has been named as the Best FX Bank under the Country & Territory Awards category for Nigeria in the 2024 Global Finance’s annual SME Bank Awards. The parent company of the lender, Ecobank Group, on its part, clinched the Best Bank for SMEs in Africa 2024 award, reflecting its unwavering commitment to meeting the specialised needs of SMEs across its diverse markets. At the award ceremony held on Tuesday, February 20, 2024, at the Glaziers Hall in London, the United Kingdom, Global Finance explained that the Nigerian subsidiary of the leading pan-African Banking Group


GTCO, FBN Holdings, Transcorp Close as Busiest Stocks on NGX

By Dipo Olowookere The trio of Guaranty Trust Holding Company (GTCO) Plc, FBN Holdings Plc, and Transcorp Plc ended as the busiest stocks on the Nigerian Exchange (NGX) Limited last week. They accounted for 343.584 million shares worth N9.431 billion in 5,659 deals, contributing 24.96 per cent and 29.86 per cent to the total trading volume and value, respectively Data obtained by Business Post showed that the market recorded a turnover of 1.377 billion shares worth N31.584 billion in 42,040 deals versus the 1.559 billion shares valued at N36.497 billion traded in 42,546 deals in the preceding week. Financial equities


Excitement as Tinubu Commissions Geometric Power Plant

By Aduragbemi Omiyale The city of Aba in Abia State is beaming with excitement as President Bola Tinubu is expected to commission the Geometric power plant today, Monday, February 26, 2024. The facility is the first integrated power plant in Nigeria. It is situated in the Osisioma Industrial area of Aba. It is expected to provide 24-hour electricity to the city and about nine of the 17 local government areas of the state. The 181-megawatt Geometric power plant cost about $800 million and was done by a former Minister of Power, Mr Barth Nnaji. Electricity from the plant will be


Customs to Adopt Stable FX Rate for Cargo Clearance

By Adedapo Adesanya The Central Bank of Nigeria (CBN) has reviewed the formula for fixing foreign exchange (FX) rates for customs duties for cargo clearance after uproar over the constant changes in the rate. The apex bank asked the Nigeria Customs Service (NCS) and other related parties to adopt the closing FX rate on the date of opening Form M for the importation of goods, as the forex rate to be used for Import Duty Assessment,. This was disclosed by Mr Hassan Mahmud, the Director, Trade and Exchange Department of the CBN in a memo on Friday in Abuja. According


Climate Change: Agric Experts Advocate Smart Farming Practices

By Bon Peters Agriculture experts have advocated “smart farming practices” to combat climate change, improve productivity and enhance food security in the country. They noted that if climate change challenges were not nipped in the bud, more than 52 per cent of the country’s agricultural production would be threatened by 2050. The experts under the aegis of the Society of Action in Nigeria (SCAN), in collaboration with the University of Port Harcourt, disclosed this during a workshop organized for women and youth leaders on Thursday in Port Harcourt the Rivers state capital. A Senior Lecturer in the Department of Agricultural


VFD Group’s Adeniyi Adenubi Mentors Next Generation of Entrepreneurs

An executive director of VFD Group, Mr Adeniyi Adenubi, has mentored some students of the the Nigerian University of Technology and Management Scholars Programme (NSP). The mentoring session was to enlighten the next generation of entrepreneurs about the complexities of building a business, highlighting the impact of partnerships, entrepreneurial spirit, and service in the world of business, with the core message being Dream and believe in your dream. The Nigerian financial and investment expert spoke about his personal journey, which is intertwined with the dynamic principles of VFD Group, which include Entrepreneurial Ethos, Ambition, Agility, Partnerships, Innovation, Courage, and Commitment.


Why Trade Between India and Russia is Experiencing Upward Trend—Kotwani

By Kestér Kenn Klomegâh As President of the Indian Business Alliance (IBA) and the founder of the Imperial Tailoring Co., Sammy Kotwani, offers comprehensive insights on the evolving dynamics of Indian investment prospects in the Russian Federation. He also discusses, in this interview, aspects of business challenges and roadblocks in the context of geopolitical changes and competition as well as the current economic cooperation between India and Russia. Here are the interview excerpts: How would you characterize the geopolitical changes on investment prospects for Indians in Russian Federation? Geopolitical changes have significantly influenced investment prospects for Indians in the Russian


ECOWAS Lifts Sanctions on Niger, Mali, Guinea

By Adedapo Adesanya The Economic Community of West African States (ECOWAS) has resolved to lift some sanctions on Niger Republic, Mali, and Guinea. The resolution was taken at the extraordinary summit on the peace, political, and security situation in the ECOWAS sub-region in Abuja on Saturday. While the regional bloc said the political and a few targeted sanctions on the Niger Republic remain, it lifted some financial and economic sanctions on Guinea and others on Mali. Following the military coup in Niger Republic on July 26, 2023, which toppled President Mohamed Bazoum, ECOWAS imposed several sanctions on the country. Now,


SERAP Sues Wike, Governors Over Missing N40trn Allocations

By Adedapo Adesanya The Socio-Economic Rights and Accountability Project (SERAP) has filed a lawsuit against Nigeria’s governors and the Minister of the Federal Capital Territory, Abuja, Mr Nyesom Wike, over their failure to account for the alleged missing N40 trillion federal allocations meant for local governments in the states and the FCT. The suit followed the damning revelations by former President Muhammadu Buhari who in December 2022 stated that “if the money from the federation account to the states is about N100 million, N50 million will be sent to the chairman but he will sign that he received N100 million.


Consumer Goods, Banking Stocks Lift Equity Market by 0.84%

By Dipo Olowookere The Nigerian Exchange (NGX) Limited rebounded by 0.84 per cent on Friday, lifted by bargain-hunting in the consumer goods and banking sectors. The consumer goods index went up by 4.05 per cent during the session, as the banking space increased by 0.67 per cent, while the insurance counter depreciated by 0.09 per cent, as the energy and industrial goods sectors closed flat. At the close of transactions, the All-Share Index (ASI) grew by 849.20 points to 102,088.30 points from 101,239.10 points, and the market capitalisation expanded by N464 billion to N55.861 trillion from N55.397 trillion. Business Post