Executive Education New

Linkedin Youtube Whatsapp X-twitter-square Instagram
Programme Finder
Menu
Linkedin Youtube Whatsapp X-twitter-square Instagram
Programme Finder
Menu
Menu

Strategic Marketing in Challenging Economic Times

Apply Now
Share This Programme
In tough economic times, great marketers don’t retreat; they reinvent. This programme helps you think strategically, uncover fresh opportunities, and create lasting customer value when the market gets toughest.
This programme is designed for mid-level and senior managers responsible for strategic, marketing, or commercial decision-making. It is ideal for professionals with at least a decade of experience navigating competitive markets and complex customer environments. Participants typically work in organisations serving consumers, retailers, industrial buyers, government agencies, NGOs, or other key stakeholders.
Hybrid Programme
Lagos
Programme Date
May 19, 2026 (3 days)

Programme Fee

₦850,000 (Excluding VAT)
Hybrid Programme
Lagos
APPLY NOW
Download Brochure
Hybrid Programme
Lagos

Programme Date

May 19, 2026 (3 days)
Hybrid Programme
Lagos
Programme Fee
850,000
APPLY NOW
Download Brochure

Programme Overview

In uncertain economic climates, the ability to think strategically about marketing becomes a powerful advantage. This programme equips experienced managers with modern marketing concepts, practical tools, and a strategic framework for winning in tough markets. Participants learn how to create and capture value even when consumer confidence is low and competition intensifies.

Through real-world case studies and interactive sessions, the programme explores segmentation and positioning, customer engagement, branding, pricing, and product strategy during a recession. It also helps participants understand how to design strong market penetration initiatives, make effective marketing decisions in a downturn, and deliver customer experiences that stand out despite economic pressure.

Key Learning Outcomes
Understand customer engagement strategies that drive stronger value creation during economic periods.
Analyse recession-specific marketing challenges and identify effective strategic responses.
Explore market penetration, pricing, segmentation, and brand strategies suitable for weak or declining markets.
Hybrid Programme
Programme Date
May 19, 2026 (3 days)
Programme Fee
₦850,000 (Excluding VAT)
APPLY NOW
APPLY NOW
Download Brochure
Marketing Philosophy & Strategic Orientation in a Challenging Economy

  • Marketing philosophy in a challenging economy

  • Marketing challenges and strategic responses in a challenging economy

  • Marketing planning & development in a challenging economy

Understanding & Engaging the Customer

  • Customer engagement

  • Customer engagement in a challenging economy: strategies, channels, and tools

Product Strategy, Market Focus & Brand Strength

  • Product strategy in a challenging economy

  • Market segmentation & positioning in a challenging economy

  • Brand power in a plummeting sales season

Pricing, ROI & Market Penetration

  • Effective pricing and return on investment in challenging times

  • Market penetration in a weak economy

Distribution Strategy & Market Access

  • Strategic issues in distribution

Ethics & Responsible Marketing

  • Ethical issues in marketing

Professor Uchenna Uzo

Prof. Uchenna Uzo joined LBS in February 2002. He received his B.Sc. and M.Sc. in Sociology from the University of Lagos, and his Master of Research in Management as well as PhD in Management from the IESE Business School, Barcelona. He is currently the Faculty Director at Lagos Business School and teaches courses in Marketing Management, Personal Selling, Sales, and Channel Management. His research and consulting assignments span several industries, focusing mainly on retail marketing management, sales, and distribution channel management. He currently sits on the board of a retail marketing company and is the author of several business case studies and book chapters. His academic articles have been published in the Strategic Entrepreneurship Journal and the Journal of Personal Selling and Sales Management. His case won the 2013 EFMD Case Writing Competition in the “African Business Cases” category. He is currently a member of the Management Board of the Lagos Business School.

Professor Tayo Otubanjo

Prof. Tayo Otubanjo, leads full-time and executive MBA sessions in Marketing at Lagos Business School. He was until recently a Visiting Professor of Marketing at Yale School of Management, New Haven. Prof. Otubanjo pursued his PhD in Marketing with a focus on corporate ‘brand’ identity management at The University of Hull (UK) and Brunel University London where he was highly instrumental in the development of the first MSc degree programme in Corporate Brand Management in the UK. Prof. Otubanjo offers Strategic Marketing and Brand Management advisory services to numerous firms. Past and current clients include Galaxy Backbone, First Bank Plc, FCMB Plc, Keystone Bank Plc, AXA Mansard, Alpha Morgan Capital, Sujimoto Construction, Chams Plc, Cellulant, Top Crust, Superflux, MBC Financial Services Group, Oral B, Consolidated Discount House among others.
Professor Uchenna Uzo
Prof. Uchenna Uzo joined LBS in February 2002. He received his B.Sc. and M.Sc. in Sociology from the University of Lagos, and his Master of Research in Management as well as PhD in Management from the IESE Business School, Barcelona. He is currently the Faculty Director at Lagos Business School and teaches courses in Marketing Management, Personal Selling, Sales, and Channel Management. His research and consulting assignments span several industries, focusing mainly on retail marketing management, sales, and distribution channel management. He currently sits on the board of a retail marketing company and is the author of several business case studies and book chapters. His academic articles have been published in the Strategic Entrepreneurship Journal and the Journal of Personal Selling and Sales Management. His case won the 2013 EFMD Case Writing Competition in the “African Business Cases” category. He is currently a member of the Management Board of the Lagos Business School.
Professor Tayo Otubanjo
Prof. Tayo Otubanjo, leads full-time and executive MBA sessions in Marketing at Lagos Business School. He was until recently a Visiting Professor of Marketing at Yale School of Management, New Haven. Prof. Otubanjo pursued his PhD in Marketing with a focus on corporate ‘brand’ identity management at The University of Hull (UK) and Brunel University London where he was highly instrumental in the development of the first MSc degree programme in Corporate Brand Management in the UK. Prof. Otubanjo offers Strategic Marketing and Brand Management advisory services to numerous firms. Past and current clients include Galaxy Backbone, First Bank Plc, FCMB Plc, Keystone Bank Plc, AXA Mansard, Alpha Morgan Capital, Sujimoto Construction, Chams Plc, Cellulant, Top Crust, Superflux, MBC Financial Services Group, Oral B, Consolidated Discount House among others.

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.

APPLY NOW
Download Brochure

Share With a Colleague

Strategic Marketing in Challenging Economic Times