Lagos Business School

Critical Tools for Effective Sales and Marketing

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About the course

Effective understanding of marketing and sales function is critical to business success. By exploring the critical tools of contemporary marketing management such as managerial orientations in marketing, new developments in the marketing mix, the selling principles and the sale process and so on, this program equips you to develop your own effective overview and indepth understanding of marketing and sales as a critical tool of business success.

Key Learning Objectives/ Benefits

This comprehensive three-day program introduces new and old marketing and sales operatives with prior limited understanding of the marketing and sales function to marketing management. The program brings together and integrates all aspects of marketing and sales that appear disparate into a cohesive function. Additionally, the program delivers a systems-thinking approach that allows managers to better align marketing efforts with business strategy. Essentially, participants will learn to integrate multiple functions–including sales, marketing, and operations–to best meet the organization’s overall

Programme Curriculum

  • Channel & distribution management
  • Pricing Strategy and Tactics
  • Managerial orientations in marketing
  • The Marketing mix
  • Brand extension
  • Key account management
  • Relationship marketing
  • Green marketing practices & impact of business goals I
  • Intercultural/international marketing
  • Ethical issues in marketing
  • Selling & sales management
  • Understanding your customer
  • Branding & communication strategy
  • Marketing communications
  • Linking customer satisfaction to business profitability
  • Integrating marketing into business objectives
  • Targeting, segmentation at the top, mid & bottom of the market & positioning
  • Product and Service Strategy
  • Green marketing practices & impact of business goals

Who should attend

This comprehensive three-day program introduces new and old marketing operatives with prior limited understanding of the marketing function to marketing management. The program brings together and integrates all aspects of marketing that appear disparate into a cohesive function. Additionally, the program delivers a systems-thinking approach that allows managers to better align marketing efforts with business strategy. Essentially, participants will learn to integrate multiple functions–including sales, marketing, and operations–to best meet the organization’s overall objectives

Trust the experts

Tayo Otubanjo

Dr. Tayo Otubanjo is a senior lecturer at Lagos Business School. He facilitates full-time and executive MBA modules in marketing management. He is a Visiting Research Fellow at Warwick Business School, University of Warwick (UK) and a Visiting Scholar at Spears School of Business, Oklahoma State ...

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Ogechi Adeola

She started her career at Citibank Nigeria and spent approximately 14 years in the nation’s financial sector during which she garnered experience in strategy, product development, sales and marketing,customer serviceand customer relationship management, cultural change management, amongst others....

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Olu Akanmu

Experienced commercial leader with an unusual diversity of experience in consumer goods, manufacturing, healthcare, telecommunications and financial services at very senior levels with successful track records. A deep wealth of cross-industry innovative experience invaluable in providing strong s...

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Chidi Okoro

Mr Chidi Okoro is a Faculty at the Lagos Business School. He is currently the Founder/Executive Consultant of Drugs and Medicaments Nigeria Limited, a Retail Chain/ own brands dealer in the Pharma sector. A consultant in Strategy & Business Development to organisations in FMCG, Pharma, Retail...

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Uchenna Uzo

Dr Uchenna Uzo joined LBS in February 2002. He received his B.Sc and M.Sc in Sociology from the University of Lagos, and his Masters of Research in Management as well as PhD in Management from the IESE Business School, Barcelona. He is a member and reviewer of the Academy of Management and also ...

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