Urge innovation to navigate Nigeria’s dynamic business environment
The alumni of the Lagos State University (LASU) Department of Marketing have called for greater recognition of marketing professionals, increased collaboration among peers, and continuous innovation to navigate Nigeria’s dynamic business environment.
President of the association, Ibe Chukwuma, who stated this, at the weekend, during an event to mark the 10th anniversary of the Class of 2012/2013 in Lagos, said that marketing in Nigeria is yet to receive full recognition, as the profession is still widely misunderstood and often limited in perception to traditional selling roles.
He said that marketing as a profession has evolved significantly and continues to be driven by creativity and innovation.Chukwuma explained that marketing now plays a central role in the success of small and medium businesses, especially through social media strategies and direct engagement methods.
He, therefore, urged young people across all disciplines to embrace marketing, describing it as the key to visibility and influence in any career path. Chairman of the occasion and lecturer at the university, Dr Ngozi Uche-Edward, stressed the need for the public to offer more respect and support to marketing professionals, many of whom possess significant skills and talents that remain untapped due to lack of resources, mentorship, or encouragement.
Uche-Edward said marketing is everywhere and deserves the same professional recognition as other fields. She, however, called on the alumni to support one another and urged the university to strengthen its relationship with past students.
Sales Manager at De Firenze Suites, Mercy Agbawu, who is also an alumnus of the university, noted that while the institution equipped them with theoretical knowledge, transitioning into the workplace required strategic thinking, emotional intelligence, and resilience.
Agbawu said the reunion serves as a platform for rediscovery, collaboration, and renewed unity.
She added that while many of their classmates have progressed significantly, some are still silently struggling, and the gathering is an opportunity to reconnect, support one another, and foster new forms of professional and personal patronage.
A member of the planning committee, Dare Osunkoya, emphasised that marketing is no longer limited to traditional forms but now plays a critical role in showcasing talent, shaping ideas, and enhancing product and service visibility through digital platforms.
He noted that as the world continues to shift toward digital technologies, marketers must stay informed and adapt to emerging trends to remain competitive, urging professionals in the field to leverage digital tools to enhance productivity and relevance in a fast-changing global marketplace.
