Effective marketing management is the key driving force in today’s global business environment. In good times and bad, marketing management is a necessity if a business is going to survive and strive. It is a key contributing factor to sustainable success and makes the difference between successful companies and those which fail to grow. Hence there is a need for well qualified, competent senior managers who understand how marketing works in local and international business environments.

In order to develop competent senior managers knowledgeable in the field of marketing who add value to the businesses they serve, this course has been designed to achieve the following objectives:

• Show participants the link between the marketing functions and other functional areas of management using relevant and well written business cases.
• Provide participants with a comprehensive appreciation and understanding of  the meaning, mix and locally relevant strategies in  marketing management
• Show case industry data and insights that can help participants predict marketing trends in Nigeria
• Use group based learning to encourage participants to craft new strategies for engaging with emerging marketing trends such as retail management
• Highlight the ethical issues associated with sales and marketing