Introduction

The current consumer sophistication in Nigerian market is not purely as a result of consumers’ behaviour advancement, and neither exposure to new behaviours, but largely as a result of environment dynamisms fuelled by socio-economic factors in terms of inflation, falling Naira purchasing power, consumption apathy, selective hyper-inflation, etc. The cumulation of these factors makes marketing operation to demand extra knowledge, strategies, and tactics for any organisation to remain going concern. Thus, understanding of Nigerian consumers.

The present market operations and activities, which embodies the position of producers and consumers and the intermediaries in the middle, call for new understanding of each position to maximize the inherent opportunities in the current situation. The understanding of consumers begins with emerging new segments in the market, the young consumers’ peculiarities and the understanding of the changing roles and persons as gatekeepers and deciders, and buyers in a family set-up. The new roles of producers in instituting new approaches to deepen market intelligence that envisage and capture the emerging interests and satisfaction of consumers, and the position of the intermediation agents to tailor physical distribution to the needs of the different segments of consumers.

The underpinning factor is to show the continuous symbiotic relationships that exist between the producers and consumers mediated by the intermediaries. In other words, the expected relationship in today’s market that guarantees continuous improved turnover and profitable performances do not rely on the old rules and paradigm, but a continuous relationship fashioned after the order of pendulum movement informed by market intelligence and research. Thus, the course will be built on the strategic emerging marketing issues like Young Consumer behaviours; Multi-channel Approach in Emerging Market; Deepening Market Intelligence; Market Change and Demand Management; Sales Velocity Management; etc.

Who should attend the course?

This strategic course that focuses on Understanding Nigerian Contemporary Market: The Pendulum Model is largely designed for staff of FCMG occupying managerial and supervisory positions, and other categories of senior staff involved in policymaking and strategies development in marketing, distribution, and sales units. Also, the course is designed for SMEs’ owners, aspired start-ups’ owners, marketing staff of organisation that serve young consumers (Gen Z, Alpha Generation and Millennial) markets and supply chain organisations.

Equally, marketing heads, managers, and decision-makers in service-oriented organisations like hospitality sector – tourism, hotels and restaurants, resorts, etc., and Fintech, and financial sector at large, etc. can participate in the programme because of the coverage that embrace developments in marketing decisions and strategies in the sectors.

By and large, the course is designed to help organisations across different sectors to understand the challenges of the present Nigerian markets and how to adapt, tailor and redesign marketing policies, decisions, and strategies to maximize the inherent opportunities in the current developments in the market. Strategically, the course is designed in a way that consumer behaviour and psychology is integrated into the chosen topical issues in market to help participants understand how to connect marketing concepts to consumers’ buying decisions and behaviours.

What will participants benefit?

The course has many benefits to offer the participants, and importantly, exposure to emerging trends in consumers’ buying behaviours and decisions that will catalyse marketing strategies:

1. Dissecting and understanding the young consumers’ markets and the factors that shape their buying behaviours, and the distinctive differences in the segments and the implications in marketing decisions.
2. Understanding the emerging Nigerian marketing environment dynamics, and the implications in product development, marketing communication and other strategic decisions that shape consumers’ buying decisions.
3. Understanding the imperative of continuous market intelligence gathering, and dissemination across operations to inform strategic market and marketing decisions that engender customer retention and loyalty.
4. Understanding the strategies that underpin demand generation and management and using it to engender customers retention.
5. Understanding the strategic roles of Salespeople in stimulating demand under the current socio-economic dynamics, and application and integration of relevant strategic selling techniques in operations to improve performances.
6. Understanding the strategic techniques of channel management, the relationship with demand management and the connection with understanding consumers’ buying behaviours and decisions across different segments in market.
7. Attaining competitive advantages and creating competitive edge for products and services in a volatile socio-economic influenced market environment.
8. Largely, the course will help marketing and sales team, or department of organisations, to discover and harness the opportunities inherent in the present business climate to remain going-concern in the economy.