Overview
The program is designed to provide experienced managers with strategic, marketing or commercial responsibilities – with new marketing concepts and a framework for winning in tough markets:
- Boost your strategic thinking about the strategic marketing in an economic recession and understand how to create and capture more value
- Gain insights into segmentation and positioning strategies in a recession and how these can aid value
- Co-create outstanding customer experiences through customer engagement especially during the recession
- Meet the challenge of marketing planning and branding and understand how critical decisions are made during a recessionary economy
Learning Objectives and Benefits
At the end of this programme, participants will be able to:
- Analyse and understand customer engagement strategies especially during a challenging economic period
- Analyse a variety of marketing management challenges in a recession and discuss the strategic responses to these challenges
- Underscore the numerous market penetration strategies adoptable in a challenging economy
- Learn effective pricing strategies and return on investment in a challenging recession
- Analyse market segmentation & positioning strategies in a weak economy
- Analyse a variety of brand strategies in a plummeting sales season
Who should attend
Strategic Marketing in Action is for mid-level and senior managers with strategic, marketing or commercial responsibilities. Participants generally have at least 10 years of work experience in marketing or other fields in a firm that serves end-consumers, retailers, industrial buyers, governments, NGOs or other stakeholders
Structure and Curriculum
- Marketing philosophy in a challenging economy
- Customer engagement
- Marketing challenges and strategic responses in a challenging economy
- Product strategy in a challenging economy: which product; which market
- Effective pricing and return on investment in a challenging times
- Market segmentation & positioning in a challenging economy
- Strategic issues in distribution
- Ethical Issues in marketing
- Brand power in a plummeting sales season
- Market penetration in a weak economy
- Customer engagement in a challenging economy: strategies, channels and tools
- Marketing planning & development in a challenging economy
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. 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.
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.
