Communication and Media Codes Journal

A JOURNAL OF THE DEPARTMENT OF MASS COMMUNICATION, UNIVERSITY OF NIGERIA, NSUKKA

ISSN: 3093-0693

ADVERTISING EDUCATION IN NIGERIAN UNIVERSITY SYSTEM IN ERA OF ARTIFICIAL INTELLIGENCE: ANALYSIS OF CCMAS

Udejinta, Malachy Onyeka PhD
Mgboji, Olanrewaju Abosede, PhD.

Abstract

Technologies have become the fulcrum of knowledge economy in the 21st century, be it in advertising, public relations or any other form of marketing communications. It is no longer the issue whether the university should be in the marketplace but the trajectory is the degree of interface between town and gown, if the university, particularly in Nigeria would continue to play its role in propelling a knowledge economy with every sector gravitating towards artificial intelligence advertising education ought not to be left out. Advertising (ad) law and practice in Nigeria lay emphasise on employing graduates of mass communication and allied fields. Consequently, it is expected that advertising graduates would be equipped with artificial intelligence knowledge and skill required in advertising practice in the emerging knowledge economy in Nigeria. Advertising graduates from Nigerian universities are expected to be global players in marketing communications. The thrust of being global players is based on the current collaboration between National Universities Commission, (NUC) Nigeria universities, and Advertising Regulatory Council of Nigeria (ARCON) in development of new curriculum for advertising degree programme in Nigeria which takes off soon. A content analysis of the new advertising curriculum in the Core Curriculum and Minimum Academic Standards (CCMAS) reveals that there are no courses on artificial intelligence (AI) in the advertising programme curriculum. Also it shows that advertising educators in Nigeria, NUC, and ARCON are yet to realise that AI is the new driver of ad practice in present knowledge economy globally. The CCMAS should be reviewed to incorporate AI in advertising education and all communications education in Nigeria.
Volume:
Vol. 1. August, 2024
Year of Publication:
2025

Editorial Team

Editor-in-Chief

Prof. Michael O. Ukonu

Deputy Editor-in-Chief

Dr Blessing Chinweobo-Onuoha

Associate Editors

Prof. L.I. Anorue

Prof. J. Wogu

Prof. G. Ezeah

Prof. C.C. Okpoko

Review

Dr Chidiebere Nwachukwu

Dr Ozioma Nwokedi

Dr Victor Nwogbo

Dr Belinda Anyakoha

Dr Uchenna Eze

Dr Ike Ugbor

Secretary

Dr Stephen Ogbodoh

Design Editor

Dr Ike Elike

Business Manager

Dr Martin Ezugwu

Editorial Consultants

Prof. Nnanyelugo Okoro, Department of Mass Communication, University of Nigeria, Nsukka, Enugu State

Professor Sunny Udezeh, Department of Mass Communication, Enugu State University of Science and Technology, Enugu, Enugu State

Professor Ezekiel Asemah, Vice Chancellor’s Office, Glorious Vision University, Benin, Edo State

Professor Jude Terna Kur, Department of Information Science and Media Studies, Federal University of Technology, Minna, Niger State

Prof. Rotimi Williams Olatunji, School of Communications, Lagos State University, Ojo, Lagos State

Prof Walter Ihejirika  

Dr. Chukwujekwu Charles Onwuka Department of Sociology, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus. Email: cc.onwuka@coou.edu.ng
WhatsApp no: 08064396459