3 Days
Start Date
August 1
N255, 000

The relentless proliferation of media channels divides and diverts consumers’ attention and challenges marketers like never before. To break through and make an impact, you must define a sound marketing strategy while continually adapting your tactics to shifts in consumer goals, beliefs and behaviors.

In this highly interactive programme , LBS’ experienced marketing faculty and consumer marketing experts guide you through a learning experience that blends theory with sound marketing practice. Through discussions, case studies and collaborative exercises, you will develop a well-defined approach for identifying attractive targets and effectively segmenting, reaching and converting them. You  will go home equipped and inspired with winning strategies and the tactics to execute them.

Key Learning Objectives/ Benefits

  • Determine how your firm creates value
  • Identify the most attractive targets for your firm’s offerings
  • Gain deep insight into customers’ goals and decision-making
  • Develop a compelling brand positioning
  • Employ social networks, social media, and traditional media to attract and engage customers
  • Set price to capture value created
  • Design and manage distribution channels to optimize value delivered to customers

Programme Curriculum

  • Developing a Consumer Marketing Strategy
  • Designing a Marketing Strategy – Segmentation, Targeting and Positioning
  • Employing the experience-based segmentation strategy
  • Targeting Marketing: Aiming products and services at Select Markets
  • Build and sustain brand equity through compelling positioning strategy
  • Consumer-based value propositions
  • Connecting with new customers
  • Marketing communication and digital strategy
  • Establish a pricing strategy that captures the value created
  • Choose the optimal combination of channels for going to market
  • Manage conflict with channel partners

Target Audience

This programme will benefit:

  • Product managers and middle- to upper-level marketing managers responsible for consumer products and services
  • Individuals who have recently assumed marketing responsibilities
  • Others wishing to develop a marketing mentality for working more effectively with marketing professionals


  • Dr Tayo Otubanjo
  • Dr Ogechi Adeola
  • Olu Akanmu
  • Chidi Okoro
  • Adetunji Alli

A very rich and rewarding experience comparable to the best practices. A rich program both in teory and in case studies. Very high level faculty with relevant industry experience.”

Upcoming Sessions


Currently, there are no Upcoming Sessions

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