Overview
Guided by senior members of LBS’ marketing faculty — experts in business-to-business marketing — you will gain exposure to their leading-edge thinking on successful business practices and explore the fundamentals and best practices of B2B marketing strategy in depth. Highly interactive and focused on practical application, this programme teaches you how to build customer value models that clearly articulate the value of your offerings to your target customers and market segments and focus on better meeting their requirements and preferences. In a collaborative environment with a group of peers, you will analyse your marketing strategies, share experiences and broaden your perspective.
Learning Objectives and Benefits
At the end of the programme, you will have the ability to
- Understand why brands matter so much and how they boost sales and create value
- Appreciate why building a strong brand is such a challenge
- Learn how to craft distinctive brand positioning and then create a brand experience by managing brand touchpoints
- Understand why brand portfolios are important and learn key frameworks for managing them
Who should attend
- Managers who are responsible for brands and want to refine their skills
- Marketers looking to develop their capabilities in brand building
- Leaders hoping to elevate the role of branding in their organization
Structure and Curriculum
- Intrigue marketing and the tweaking brand sales in the face of stiff market competition
- Sales, sales promotion and the brand effect
- Brand power: meaning and best practices
- Creating new markets through brand segmentation & positioning
- Stretching your brand into new markets
- Building and wrecking a brand
- Branding through social media
- Managing brand imitation and counterfeiting
- Reviving brand sales in the face of fatigue
- Creating sales in new markets: the role segmentation, targeting & positioning
- Can brand repositioning raise sales?
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.
Chidi Okoro teaches Strategy at Lagos Business School. He is currently the Founder/Executive Consultant of Drugs and Medicaments Nigeria Limited, a retail chain/own brands dealer in the Pharmaceutical sector. He is a consultant in Strategy and Business Development to organisations in FMCG, Pharmaceutical, Retail, and Africa operations, and a recipient of numerous awards including Pearl Quoted CEO of the Year 2013 and the GSK Turn Around Manager Award.
