Overview
In the current marketing environment, the greatest opportunity lies in analytics-enabled marketing. Today’s marketing managers are expected to use data to make better marketing decisions from promotion strategy to campaign optimisation and pricing improvements. To generate actionable insight, they rely on a vast array of tools and technologies from providers and agencies. Navigating these choices can be daunting due to the sheer breadth of available options and a lack of transparency about how insights are generated in today’s data-driven culture.
This programme will help you navigate the culture by providing you with data sources, technology, analytic frameworks and tools to guide you in your marketing decision-making process. You will be able to increase your ROI and give your company a competitive edge.
Learning Objectives and Benefits
Upon completion of this programme, participants will:
- Gain foundational understanding of analytics that drive business outcomes and marketing return on investment
- Understand the marketing decision process and frameworks for segmenting your business market
- Improve B2B marketing strategy analytical skills
- Learn customer value models tailored to their marketplace
- Understand and appreciate how analytics can improve managerial decisions
- Develop an analytical framework for evaluating marketing strategies focusing on value creation, product position, customer analysis, sales force management and pricing
Who should attend
- Mid-level managers at large and mid-size companies who are responsible for connecting marketing analytic insights and business actions
- Executives and entrepreneurs from organisations tasked with making data-driven marketing decisions Product management, brand management, sales and strategic professionals
Structure and Curriculum
- The Marketing Analytics Framework
- Framework for Pricing Marketing Strategy
- Managing the Customer-centric Organisation and Planning Tools and Techniques
- Forecasting Methods Strategies and Translating Insights into Marketing Strategy
- Driving Organisational Growth Through Business Innovation
- How to Make Better Decisions and Measure ROI
- Methods for Predicting Prospective Customer Behavior and Managing Customer Agitation
- Strategies for Growing Your Customer Base and Managing Customer Value
- Creating a Market-Oriented Company
- Creating and Building Business Brands
- Competitive and Market Analysis
- Ethical Issues in Data Collection & Governance
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
Louis Ifeanyi Nzegwu is a Professor of Marketing at the Lagos Business School. Before joining the Lagos Business School Faculty, Professor Nzegwu was a Professor of Marketing and the Executive Director of the International Business Resource Center (IBRC) at the University of Wisconsin–Platteville (UW-Platteville), for over two decades and on the faculty of Business Administration at Alcorn State University, Lorman, Mississippi from 1981 until 1991. He also held visiting Professorship positions at the University of Dubuque Iowa USA, Wartburg College USA, and the University of Kigali, Rwanda.
Louis Nzegwu teaches a variety of marketing courses, including Sales Management, Marketing Management, Pricing Marketing Research, and Global Marketing courses, amongst others. Nzegwu earned his Doctorate Degree in Business Administration from Nova Southern University, an MBA from Morgan State University, an M.Ed. from the University of Southern Mississippi, and an MSc in Agricultural Economics from Alcorn State University.
His research interest is in the areas of marketing strategy, product development, marketing entry strategy, consumer behavior, and sales enablement. He has served on the editorial board of The Journal of African Business, as Associate Editor of the Emerald Emerging Market Case Studies as well as on the advisory board of the Academy of World Business, Marketing & Management. Nzegwu is an Emeritus Professor of Marketing with the University of Wisconsin, USA, and a fellow of The National Institute of Marketing of Nigeria.
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.
