Prof. Tayo Otubanjo is a leading Marketing faculty member at Lagos Business School, where he teaches across the full-time and executive MBA programmes. He recently served as a Visiting Professor of Marketing at Yale School of Management. He earned his PhD in Marketing in the UK, specialising in corporate brand identity, and contributed significantly to creating the first MSc in Corporate Brand Management. Prof. Otubanjo provides strategic marketing and brand advisory services to top organisations, including First Bank, FCMB, AXA Mansard, Sujimoto, and Galaxy Backbone. His earlier consulting work with CMCConnect BCW and CentrespreadGrey saw him develop brand strategies for major national and multinational companies such as Coca-Cola, Microsoft, Emirates Airline, UPS, and Emzor Pharmaceuticals.
Developing Effective Tools for Sales and Marketing
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Programme Overview
Effective understanding and management of the marketing function is at the heart of business performance. This programme explores the essential tools of contemporary marketing, which range from managerial orientations and developments in the marketing mix to key account management strategies and brand or line extensions. Participants gain clarity on how each of these elements influences value creation and drives stronger commercial outcomes.
The programme also simplifies how seemingly separate marketing activities come together to form a unified, strategic function. Through a systems-thinking lens, participants learn how to align sales, marketing, operations, and business strategy into a cohesive approach that supports organisational goals. By the end, they will be better equipped to evaluate marketing decisions, integrate functions, and contribute more meaningfully to business growth.
Key Learning Outcomes
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Marketing Foundations & Managerial Perspectives
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Managerial orientations in marketing
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Integrating marketing into business objectives
Understanding Customers & Markets
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Understanding your customer
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Targeting, segmentation (top, mid & bottom of the market) & positioning
Product, Service & Brand Strategy
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Product and service strategy
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Brand extension
- Branding & communication strategy
The Marketing Mix & Contemporary Tools
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The marketing mix
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Marketing communications
Pricing & Value Creation
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Pricing strategy and tactics
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Linking customer satisfaction to business profitability
Global & Cross-Cultural Marketing
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Intercultural/international marketing
Sales & Distribution Excellence
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Selling & sales management
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Channel & distribution management
Key Account & Relationship Management
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Key account management
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Relationship marketing
The Admission Process
Begin your path to professional and personal growth with our straightforward enrollment process.
1. Click on the Apply Now button.
2. Select the number of participants to enroll on the programme and then fill in your detials.
3. Request for an invoice or make an instant payment via our secured payment gateway.
4. Upon confirmation of payment, a programme manager will get in touch with you at least three days before the programme commences.