BrandArena: ADVAN Partners Business Schools and Universities to Bridge Gap Between Theory & Practice in Marketing

Friday 18 August 2023

ADVAN Partners Business Schools and Universities to Bridge Gap Between Theory & Practice in Marketing

The Advertisers Association of Nigeria (ADVAN) has established a ground-breaking collaboration with leading business schools and higher education institutions in Nigeria to transform the landscape of marketing education. 

According to ADVAN, this historic project aims to bridge the gap between marketing perception and reality, improve marketing students' employability, and advocate for contemporary and value-driven curricula that link academic learning with the changing needs of the industry.

According to the advertising body, the collaboration between ADVAN and the academia aims to achieve key objectives including enhanced employability by dispelling myths and providing students with real-world insights as well as equipping them with practical skills that boost their employability in the competitive job market; promoting the integration of value-based and relevant curricula in higher education institutions, ensuring that students receive education aligned with the demands of the ever-evolving marketing industry and cultivating marketing careers that contribute to organizational sustainability and growth, shaping the next generation of marketing leaders.

The inaugural edition of this collaborative initiative was held on Thursday, August 24th, 2023, at the prestigious University of Lagos (UNILAG), hosted at the Tayo Adenirokun Hall within the Faculty of Management Sciences. The event will cater to the postgraduate students of the Lagos Department of Business, featuring engaging discussions and insights.

Notable industry figures and thought leaders at the event include Osamede Uwabanmwen, President of ADVAN; Dr. Omotola Bamigbaiye-Elatuyi, Marketing Director, Sub Saharan Africa, Pladis Global; Prof. Bolajoko Nkemdinin Dixon-Ogbechi, Professor of Marketing & Decision Sciences, as well as the Head of the Department of Business Administration at the University of Lagos.

ADVAN, being a thought leader in marketing and marketing communications, acknowledges its pivotal role in ensuring the sustainability of the marketing profession and practice within Nigeria.

As a recognized leader in the marketing and marketing communications ecosystem, ADVAN views this collaboration as a crucial step towards ensuring the sustainability of the marketing profession and practice in Nigeria.

The Advertisers Association of Nigeria is the only National body for ‘advertisers’ i.e. client-side organizations that engage in high-level marketing activities to build their brands.

The association was founded in 1992, to advance the interest of the marketing Industry in Nigeria by spearheading and ensuring global best practices as well as facilitating collaborative partnerships with relevant stakeholders.

Today, ADVAN is a strong voice of over 100 0f the biggest organizations in Nigeria, representing over 300 brands with an annual marketing spend of well over N300 billion.

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