The Future of Nigeria’s Marketing Lies in Institutionalization, Segmentation, Says Prof. Chukwurah

The 149th Inaugural lecturer of the University of Calabar( Unical), Prof. Chris Chukwurah, has stated that Nigeria’s marketing future will not be secured by fighting challenges with obsolete tools, but by embracing institutionalization and market segmentation as the sure pathways to sustainable, dynamic, inclusive, and profitable growth.

Prof. Chukwurah stated this at the Godswill Akpabio International Conference Centre while delivering the institution's inaugural lecture on the topic, " Institutionalising the 4Ps(Product, Price, place and promotion): Policy Pathway For Strengthening Marketing Practice in Nigeria".

The Don said by embracing institutionalization and market segmentation Nigeria will not only sell products and services but also build trust, create value and transform the economy.

Chukwurah, a Professor of Business and Marketing Education, said institutionalising the 4Ps is not merely a theoretical aspiration but a strategic imperative for national development.

The inaugural lecturer opined that by embedding the 4Ps into the country's development agenda, Nigeria can create an enabling environment for innovation, consumer protection and sustainable business growth.

Prof. Chukwurah who is also the Director of Business Operations on Campus( DOBOC) stressed that the success of marketing in Nigeria will depend not only on entrepreneurs and marketers but also on the strength of institutions and clarity of policy operations guiding their operations.

His words, " Nigeria's marketing system must move from a fragmented practice to institutionally- guided and policy- supported marketing.

"The Nigerian marketplace is not broken or destroyed; it is simply complex. And the complexities requires strategy. Institutionalizing the 4Ps and market segmentation are the strategies".

This came as he urged Nigerian business owners, entrepreneurs and stakeholders to stop marketing to everyone and start connecting with people.

He also challenged policymakers to see the diversity of our people, not as a problem, but as a guide to a smarter and more inclusive development.

Prof. Chukwurah called on academics and researchers to rise to the task of indigenizing marketing thought to enable Nigeria as a country, become a reference point, not just a case study.

The Vice Chancellor of Unical, Prof. Florence Obi, in her remarks commended the inaugural lecturer for delivering an ' insightful, educative and expository' lecture.

Prof. Obi also lauded the inaugural lecturer for his academic exploits, calling on policymakers to adopt his views as a strategy for national development.

The Vice Chancellor presented a memento to the Inaugural lecturer