By Ikugbadi Oluwasegun
The National Institute of Marketing of Nigeria (NIMN) and Nile University of Nigeria have explored areas of collaboration to strengthen marketing education, promote practical skills and attract more students to the profession.
Professor Dilli Dogo, Vice-Chancellor of Nile University, advocated greater emphasis on practical and vocational skills during a meeting with a delegation of the institute at his office.
Dogo stressed the need to introduce entrepreneurship and practical skills to students from an early age, arguing that greater attention should be given to the informal sector rather than concentrating largely on formal employment.
He noted that vocational skills were essential to preparing young people for emerging opportunities, adding that early exposure to entrepreneurship could help build a culture of innovation and sustainability.
The Vice-Chancellor also expressed concern over low enrolment in marketing programmes, noting that declining interest in the discipline could reflect students’ uncertainty about its career prospects.
He maintained that marketing offered a broad range of opportunities, particularly in the digital economy, and called for practical approaches to teaching the discipline beyond professional certification.
According to him, digital marketing and hands-on learning would help students understand the profession better and appreciate its relevance to the modern economy.
Dr Bolajoko Bayo-Ajayi, President and Chairman of Council of NIMN, called for a partnership with the university to expand student membership of the institute and explore other areas of cooperation that would strengthen marketing education.
The visit formed part of activities surrounding the institute’s annual Educators Conference, organised to bridge the gap between academia and industry and examine ways of advancing marketing education and the profession in Nigeria.
The conference featured industry experts and academics, with Professor Samaila Mande delivering the keynote address.
Other participants included Professor Hadiza Abubakar of Nile University; Dr Tosin Adesile of the National Open University of Nigeria (NOUN); Dr Aderemi Ademilua of Covenant University; and Mr Lanre Ashaolu, Managing Director of FPL Media, who participated in a panel discussion.
