Overview
Effective understanding and management of the marketing function is critical to business success. By exploring the critical tools of contemporary marketing management such as managerial orientations in marketing, new developments in the marketing mix, brand cum line extension, key account management strategies and so on, this program equips you to develop your own effective overview and in depth understanding of marketing as a critical tool of business success.
Learning Objectives and Benefits
This comprehensive programme introduces new and old marketing operatives with limited understanding of the marketing function to marketing management. The programme integrates all aspects of marketing that appear disparate into a cohesive function. Additionally, the programme delivers a systems-thinking approach that allows managers to better align marketing efforts with business strategy. Essentially, participants will learn to integrate multiple functions–including sales, marketing, and operations–to best meet the organisation’s overall objectives.
Who should attend
Sales Executives, Marketing and Business Development executives.
Structure and Curriculum
- Channel & distribution management
- Pricing strategy and tactics
- Managerial orientations in marketing
- The marketing mix
- Brand extension
- Key account management
- Relationship marketing
- Green marketing practices & impact of business goals I
- Intercultural/international marketing
- Ethical issues in marketing
- Selling & sales management
- Understanding your customer
- Branding & communication strategy
- Marketing communications
- Linking customer satisfaction to business profitability
- Integrating marketing into business objectives
- Targeting, segmentation at the top, mid & bottom of the market & positioning
- Product and service strategy
- Green marketing practices & impact of business goals II
Admission process
1. Click on the Apply Now tab
2. Select the number of participants to enroll on the programme
3. Fill in your details to complete your application
4. Request for an invoice or make an instant payment via our secured payment gateway
5. Upon confirmation of payment, a programme manager will get in touch with you at least three days before the programme commences.
Faculty
Prof. Tayo Otubanjo, leads full-time and executive MBA sessions in Marketing at Lagos Business School. He was until recently a Visiting Professor of Marketing at Yale School of Management, New Haven.
Prof. Otubanjo pursued his PhD in Marketing with a focus on corporate ‘brand’ identity management at The University of Hull (UK) and Brunel University London where he was highly instrumental in the development of the first MSc degree programme in Corporate Brand Management in the UK.
Prof. Otubanjo offers Strategic Marketing and Brand Management advisory services to numerous firms. Past and current clients include Galaxy Backbone, First Bank Plc, FCMB Plc, Keystone Bank Plc, AXA Mansard, Alpha Morgan Capital, Sujimoto Construction, Chams Plc, Cellulant, Top Crust, Superflux, MBC Financial Services Group, Oral B, Consolidated Discount House among others.
In the course of working for CMCConnect BCW and CentrespreadGrey, Prof. Otubanjo carried out brand strategy assignments for national and multinational institutions of note. Some of these include Skye Bank, Wema Bank, Zenith Bank, Coca-Cola, Fanta, Fanta Blackcurrant, Microsoft, and UPS. Others were SAP, Accenture, HiTV, MoneyGram, Kakawa Discount House, SC Johnson, Edo State Board of Internal Revenue (ESBIR), Mass Power Plc, Emirates Airline, Emzor Pharmaceuticals.
Prof. Uchenna Uzo joined LBS in February 2002. He received his B.Sc and M.Sc in Sociology from the University of Lagos, and his Master of Research in Management as well as PhD in Management from the IESE Business School, Barcelona.
He is currently the Faculty Director at Lagos Business School and teaches courses in Marketing Management, Personal selling, Sales, and Channel management. His research and consulting assignments span several industries focusing mainly on retail marketing management, sales, and distribution channel management.
He currently sits on the board of a retail marketing company and is the author of several business case studies and book chapters. His academic articles have been published in the Strategic Entrepreneurship Journal and the Journal of Personal Selling and Sales Management. His case won the 2013 EFMD Case Writing Competition in the “African Business Cases” category. He is currently a member of the Management Board of the Lagos Business School.
