Abstract:

This study examines the teaching and learning of integrated marketing communication (IMC) in topmost federal, state-owned and private universities in Nigeria. Key selection parameter is the 2017 global webometric ranking of universities.  It content analyses the syllabus, teaching guides, course assessment methods, point of specialisation and learning of IMC in these higher institutions. In order to comparatively situate the global relevance of IMC, the study derives an integrative pedagogical theory from the collaborative extension of Vygotsky's Social Learning Theory. Using the 2016/17 handbooks of the (mass) communication departments of the selected institutions, the study develops 10 empirical themes for objective analysis of findings. Results show that all the selected universities teach marketing communication related courses, mainly advertising and public relations; but only the private university offers IMC, compulsorily. Students specialise earliest at the private university and furthest at the post graduate level of the federal university. The study concludes that the cumulative teaching and learning of IMC falls short of industry expectations; and that the private university currently offers the best course content and most appropriate core values for teaching and learning the subject. The study recommends that the teaching and learning of IMC and its related courses should be harmonised by regulatory educational agencies to address soft skills acquisition for graduate entrepreneurship and employability.