In a strategic effort to bridge Nigeria’s marketing skills gap, the Brand Management Academy (BMA) has provided practical, industry-driven training designed to equip both aspiring and practicing professionals with the skills necessary to excel in the dynamic marketing sector.
The academy, widely regarded as Nigeria’s leading hub for practical commercial and leadership capability development, celebrated a significant milestone over the weekend in Lagos as it graduated 90 students from its September 2024 cohort.
Speaking at the graduation ceremony, BMA’s founder and director, Abiodun Ajiborode, identified the lack of practical experience transfer as one of the key challenges facing Nigeria’s marketing industry. According to him, this knowledge gap has been exacerbated by the migration of skilled professionals and a lack of mentorship opportunities.
“One of the biggest gaps we identified when we started BMA was the absence of practical experience being passed on to younger generations. We noticed many talented professionals either migrating to other countries or choosing independent work, leaving a vacuum in the industry. As a result, young professionals struggled to navigate the marketing space with limited access to real-world knowledge,” Ajiborode remarked.
To address this, Ajiborode explained that the academy developed an industry-relevant curriculum and assembled a team of top Nigerian experts to mentor students. “We designed our programs to meet industry demands, ensuring our graduates are equipped with the practical tools and guidance they need to excel. Today, their work speaks for itself in the marketplace,” he added.
Ajiborode also highlighted a key challenge in the sector: the mismatch between years of experience and knowledge levels. “We often find professionals with 5-10 years of experience lacking fundamental marketing knowledge. To solve this, we introduced a foundational marketing program that equips participants with essential skills before advancing to more complex courses,” he noted.
He emphasised the universal applicability of quality marketing education: “If you understand the right principles and processes, you can apply them anywhere. Our training, rooted in practicality and experience, ensures our graduates can compete with peers from globally renowned institutions like Harvard and Kellogg.”
Advertising Regulatory Council of Nigeria (ARCON) CEO/executive director, Lekan Fadolapo, represented by head of corporate commumications, ARCON, Winnifred Akpan, underscored the graduates’ critical role in shaping the future of marketing. He highlighted the program’s impact on their understanding of brand storytelling, consumer behavior, and the evolving digital landscape.
Fadolapo reminded the graduates that branding extends beyond slogans, stating, “Branding is about creating meaning, fostering trust, and building relationships with audiences.” He shared three pillars for branding success—accountability, authenticity, and empathy—while encouraging the graduates to seek ARCON certification to bolster their professional standing.