PROMOTING SMALL SCALE BUSINESS IN UNIVERSITY CAMPUSES THROUGH DRAMA: UNIVERSITY OF BENIN, AMBROSE ALI UNIVERSITY AND BENSON IDAHOSA UNIVERSITY AS CASE STUDIES

ABSTRACT

This study investigates promoting small scale business in University campuses through drama. It further elucidates the adoption of the use of drama as a tool for business promotion for small scale business owners especially in the university campuses. The purposes of this research study are to examine the relevance of drama to small scale businesses’ promotions in the University metropolis, ascertain the extent to which dramatic appeals influences small scale businesses in universities and to find out and examine which publicity medium attracts university students. To achieve the purposes of this study, quantitative method of research was employed whereby simple percentage method was applied to present the output of the analysis.  The study revealed that good number of small scale business owners on university campus make efforts in promoting their businesses, it was also discovered that drama was the least of the methods the campus business owners use in promoting their businesses, it was further discovered that the business owners do not see drama as a better approach to promoting their businesses neither do they see it applicable, However, the researcher recommends that small scale business owners in universities should be more dynamic towards their business promotions., small scale business’ owners should be innovative in the sense that even with less funds, drama can still be incorporated into the promotion of their businesses, Also, small scale business owners should not limit their business patronage to the four walls of the university, rather they should think of attracting patronage that is all inclusive, which such attraction can be done with effective application of drama as an effective tool for business promotion.