Founder of the Brand Management Academy (BMA) and Business Leadership Innovation Management (BLIM), Dr. Abiodun Ajiborode, has called for a total rethinking of how marketing is taught, emphasizing that practicality coupled with Artificial Intelligence (AI), not just theory will define the future of marketing in Nigeria.
Ajiborode, who disclosed this at the launch of the newly structured BMA Alumni Network in Lagos, over the weekend, said the time has come to shift from abstract academic instruction to hands-on, experience-based learning.
According to him, BMA is leading this transformation by equipping students and professionals with practical tools they can apply directly in the field.
“We take conversations from just being theory into handing over practical tools for professionals to implement and succeed in their work. Our programs are deliberately built around solving real business challenges, not just passing exams,” he said.
Ajiborode pointed out that the misconception that marketing is a ‘less serious’ discipline stems from how it is traditionally taught in many institutions, adding that, “Marketing is for everyone. Every human being markets, whether you are marketing your skills, your personality, or a product. But because schools teach it without showing its real-world power, many people overlook it.”
With a curriculum that emphasizes project-based learning and the integration of Artificial Intelligence (AI) tools, BMA exposes students to the technologies and strategies that are shaping today’s marketing landscape. Students work on live briefs, use data-driven tools, and explore AI solutions to understand customer behaviour, manage campaigns, and develop winning brand strategies. “Practicality is not just a feature, it is the foundation of the future of marketing education,” Ajiborode noted.
The event also marked a milestone in the academy’s journey, with the formal inauguration of a unified and more structured BMA Alumni Network.
Senior brand manager at Nigeria Distilleries Limited and current president of the BMA Alumni Network, Olusegun Akinyemiju, averred that BMA programs have been instrumental in reshaping his thinking on marketing and providing practical knowledge and skills that have been applied in his career. “The Advanced Brand Management Program and the Advanced Sales Management Program have been life-changing. The practical knowledge and skills gained from these programs have been invaluable in my career,” he said.
The BMA alumni network has over 450 members from diverse industries and backgrounds, providing a platform for professionals to connect, share knowledge, and support each other. Akinyemiju emphasized the importance of the network, saying, “The alumni network creates a powerful community of marketing and sales professionals who can support and uplift each other.”
Akinyemiju noted that the programs are intense and challenging, but the rewards are worth it. “The programs are designed to push you out of your comfort zone and equip you with the skills and knowledge you need to succeed in your career. We want to use our knowledge and skills to drive business growth and innovation, not just in marketing, but across industries. The network has already seen success stories of members who have applied the knowledge and skills gained from the programs to achieve their career goals. We have seen members get new jobs, get promoted, and achieve their career goals through the network” Akinyemiju added.
The event highlighted BMA’s commitment to providing high-quality training and education in marketing and brand management. With its focus on practicality and innovation, BMA is poised to continue producing skilled professionals who can make a significant impact in the industry.
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