Open Seminar

Winning And Customer Retention Strategies in Critical Times

Home Open Seminars Winning And Customer Retention Strategies in Critical Times

Programme snapshot

  • Date: 17 September, 2024 (2 days)
  • Fee: N450,000.00
  • Location: LBS Campus
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To succeed in today’s Nigerian challenging environment; skills, knowledge, tools an unprecedented degree of effective business strategies, innovation, resilience, and agility are required to succeed and maintain continuous growth in a challenging economy.                    

Business leaders must develop the skills and vision needed to succeed in their organizations. Managers must be able to gather and process large amounts of information and examine masses of details to obtain the facts required for sound decision-making in a critical and turbulent economy.   

This program is designed to provide details insights and strategies to allow managers and business leaders to develop an effective framework for sustaining growth during period of critical times. Designed as a practitioner-focused program participants will be immersed in lectures, role-playing, and test cases of successful marketing and sales initiatives during critical times.


Why do you think this programme is needed?

The present health and economic condition has trapped organizations into a sense of impotency on where this road may lead organizations. A systematic challenge unfolding in front of organizations daily as a result of the current slowdown in the world economy. New business formations, resilient organizations, and innovative business models are emerging out of the crisis, setting the tone for new strategies to win and retain customers.                                                     

Manufacturers in Nigeria have been forced to revise their mode of operation as they struggle to survive in the face of worsening production challenges and macroeconomic indices (According to Manufacturing Association of Nigeria, August 2022                                                                   

Even in the best of times, the challenge to build high-performance teams can be daunting but managing in a crisis can make an organization feel like the ground is shifting beneath. Marketing and Sales leaders must help their teams create a culture of confidence, quick collatable, and accelerated motivation. 

The availability of options, decreasing customer loyalty, higher expectations, and constant competitive threats are making forecasted business from your best customers anything but a certainty.               

 According to Forrester, global unrest, supply chain instability, and soaring inflation, the shadow all point to a continued economic slowdown. These issues pose a big challenge to marketing organizations to develop an effective marketing strategy and call for a strategy to help meet these challenges. 

This program will provide practical ways to help Marketing and Sales leaders analyze their current environment and explore best practices for working together while adapting to increasing levels of pressure resulting from the current health and economic crisis.

Learning Objectives and Benefits

Participants will learn how to:

  • Understanding tools and channels for actively engaging customers.
  • Strategies for dealing with difficult customers, market insights, and intelligence gathering
  • Buyer behavior and consumer value under critical economy
  • Strategic agility to reposition your organization in critical times
  • Building and leveraging loyalty with your employees, customers, and partners
  • Essential strategies for focusing and being productive in a distracted environment

Who should attend

  • Sales and marketing managers
  • Brand managers in FMCGs and services
  • Channel managers
  • Advertising practitioners
  • Key account/customer relationship managers in FMCGs
  • Telecommunication Banking and retail

Structure and Curriculum

  • Nigeria’s Economic Outlook overview-implications for Marketers
  • Emerging trends in buying and selling models to enhance productivity.
  • Issues and challenges in sales and marketing in Nigeria during critical times
  • Using digital marketing to enhance sales in critical times
  • Identify, evaluate, and understand the stages of the customer retention program
  • Roadmap for sustained marketing
  • Proven strategies for winning and retaining customer

Admission process


Louis I. Nzegwu

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. Uchenna Uzo

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.


Upcoming Sessions and Contact

Afolabi Oyewuni

Oluwakemi Mfon-Bassey

Janet Adeegbe

Toba Olugosi

Got questions?

Send us a quick message, stating your questions or concerns about this programme and expect a response in a few minutes.

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