Analytics for Better Business Decisions
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Programme Overview
Analytics has become the engine of modern marketing, opening new possibilities for smarter decisions in promotion, pricing, customer targeting, and campaign optimisation. Yet the landscape of tools, technologies, and data sources can feel overwhelming, especially when the path from insight to action isn’t always clear. Marketing managers today must not only access data but also understand how to turn it into a measurable business impact.
This programme equips participants with the clarity, confidence, and capability needed to thrive in a data-driven environment. Through practical frameworks, hands-on analytical approaches, and real-world case discussions, you will learn how to evaluate marketing strategies, interpret customer value models, and apply analytics to strengthen business outcomes. By the end, you’ll be ready to improve ROI, sharpen competitive advantage, and support decision-making that drives sustainable growth.
Key Learning Outcomes
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Foundations of Marketing Analytics
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The Marketing Analytics Framework
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Framework for Pricing Marketing Strategy
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Managing the customer-centric organisation and planning tools and techniques
Forecasting, Customer Insights & Decision-Making
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Forecasting methods, strategies and translating insights into marketing strategy
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Methods for predicting prospective customer behavior and managing customer agitation
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How to make better decisions and measure ROI
Customer Growth, Value & Market Orientation
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Strategies for growing your customer base and managing customer value
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Creating a market-oriented company
Branding, Competition & Innovation
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Creating and building business brands
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Competitive and market analysis
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Driving organisational growth through business innovation
Ethics & Governance in Data Analytics
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Ethical issues in data collection & governance
Prof. Louis Ifeanyi Nzegwu is a Professor of Marketing at Lagos Business School, bringing over three decades of academic and industry experience. Before joining LBS, he spent more than 20 years at the University of Wisconsin–Platteville, where he served as Professor of Marketing and Executive Director of the International Business Resource Center. He previously taught at Alcorn State University and held visiting professorships at institutions in the United States and Rwanda.
He teaches a wide range of marketing courses, including Sales Management, Pricing, Marketing Management, Marketing Research, and Global Marketing. Prof. Nzegwu holds a Doctorate in Business Administration, an MBA, an M.Ed., and an MSc in Agricultural Economics. His research focuses on marketing strategy, product development, market entry, consumer behaviour, and sales enablement. He has served on several editorial and advisory boards and is an Emeritus Professor of Marketing in the United States as well as a fellow of the National Institute of Marketing of Nigeria.
Prof. Tayo Otubanjo is a leading Marketing faculty member at Lagos Business School, where he teaches across the full-time and executive MBA programmes. Until recently, he 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 played a pivotal role in creating the first MSc in Corporate Brand Management.
Prof. Otubanjo provides strategic marketing and brand management advisory services to firms such as First Bank, FCMB, AXA Mansard, Galaxy Backbone, Sujimoto, and Chams. His earlier work with CMCConnect BCW and CentrespreadGrey involved major brand strategy assignments for prominent organisations, including Coca-Cola, Microsoft, Emirates Airline, UPS, SAP, Skye Bank, Zenith Bank, MoneyGram, and Emzor Pharmaceuticals.
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.