Short Programmes

As economies recover and competition intensifies across Africa, organisations must rethink how they position themselves for long-term success. “Creating Strategy for Competitive Advantage” guides leaders through the realities of changing markets, emerging rivals, and evolving value chains. 
Through practical frameworks, real examples, and simple tools, the programme shows participants how to spot industry shifts early, choose the most profitable positions, and build strategies that deliver real advantage. Leaders walk away ready to compete confidently on local, regional, and global stages.

Designed for senior executives, directors, and top-level managers responsible for designing or reviewing strategy, especially in innovative, competitive, or fast-changing industries. It is ideal for leaders seeking sharper insight and stronger strategic direction for their organizations.

Many organisations create great strategies but struggle to bring them to life. “Turning Strategy into Action” bridges that gap by teaching leaders how to execute with clarity, structure, and confidence. Through real-world examples, guided exercises, and an easy-to-use strategic framework inspired by the Balanced Scorecard, participants learn how to transform plans into measurable outcomes. This programme provides the mindset, tools, and leadership discipline required to turn strategy into daily actions that drive lasting growth.

This programme is ideal for senior executives, directors, and top-level managers responsible for shaping strategic direction and ensuring organizational performance. It suits leaders who need to close the gap between strategy creation and real execution across departments and teams.

Leading a sales force in the Nigerian economy has become increasingly complex. As organisations transition from an allocation-based to a fully supply-driven market, changes in customer behaviour, competitive pressures, and organisational structures demand new approaches to leadership. This programme provides a practical framework to assess and optimise sales force performance, develop actionable strategies, and respond to emerging market challenges.

Participants engage in case studies, team exercises, and discussions designed to build leadership skills, enhance operational effectiveness, and motivate high-performing teams. They will learn how to integrate technology, implement best practices in sales planning, and use strategic pricing and route-to-market approaches. By the end of the programme, participants will be equipped to drive productivity, accountability, and measurable business results.

The Managerial Leadership in Sales and Marketing Programme is designed for managers responsible for leading sales and marketing teams in dynamic markets. It is ideal for brand managers, relationship managers, market research managers, business development managers, regional sales managers, and key account managers across FMCGs, telecommunications, banking, and retail. Participants typically seek to enhance team performance, sales effectiveness, and market impact.

Analytics has become the engine of modern marketing, opening new possibilities for smarter decisions in promotion, pricing, customer targeting, and campaign optimisation. Yet the landscape of tools, technologies, and data sources can feel overwhelming, especially when the path from insight to action is not always clear. Marketing managers today must not only access data but also understand how to turn it into a measurable business impact.

This programme equips participants with the clarity, confidence, and capability needed to thrive in a data-driven environment. Through practical frameworks, hands-on analytical approaches, and real-world case discussions, you will learn how to evaluate marketing strategies, interpret customer value models, and apply analytics to strengthen business outcomes. By the end, you will be ready to improve ROI, sharpen competitive advantage, and support decision-making that drives sustainable growth.

The Analytics for Better Business Decisions Programme is designed for mid-level managers in medium and large organisations who translate marketing analytics into strategic business action. It is ideal for executives and entrepreneurs responsible for making data-driven marketing decisions in competitive markets. Product, brand, sales, and strategy professionals seeking stronger analytical capability will also benefit greatly.

Organisations today are facing a marketplace reshaped by intense competition, socioeconomic pressures, and the lingering effects of COVID-19. While some continue using traditional transactional selling models, others are attempting rapid transformation with mixed and often underwhelming outcomes. This programme equips participants to rethink outdated approaches and design sales models that remain relevant in a disrupted environment.

Through practical tools, strategic frameworks, and peer-to-peer engagement, participants will explore how to understand evolving customer behaviour, remodel route-to-market structures, and enhance the productivity of their sales organisation. By the end of the programme, they will be positioned to drive more resilient, agile, and customer-focused sales performance.

This Programme is designed for organisations with large sales operations across product and service industries seeking improved selling performance. It is ideal for mid- to senior-level sales professionals in B2C and B2B environments who must respond to rapidly shifting customer behaviour. The programme also benefits SME owners and high-potential sales employees looking to build a structured and professionally managed selling function.

Succeeding in a highly challenging Nigerian business environment requires more than technical skill; it demands strategic agility, deep customer insight, and the ability to make sound decisions under pressure. This programme helps managers and business leaders interpret market shifts, gather intelligence, and design strategies that sustain growth even in turbulent times. Through lectures, role-plays, and practical case studies, participants gain hands-on exposure to proven marketing and sales initiatives that have succeeded during periods of crisis.

The programme also explores why retention has become more critical than acquisition in the current economic climate. As organisations face rising costs, unpredictable customer behaviour, weakened loyalty, and relentless competition, leaders must build resilient teams and reposition their organisations with confidence. Participants learn how to strengthen customer relationships, harness loyalty drivers, and adapt commercial strategies to shifting realities, equipping them to retain high-value customers and navigate critical times with clarity and control.

The Customer Retention Strategies for Winning in Critical Times Programme is designed for sales and marketing managers responsible for driving customer engagement and business continuity in volatile markets. It is ideal for brand managers, channel managers, advertising practitioners, and key account or customer relationship managers across FMCGs, telecommunications, banking, and retail. Participants typically work in environments where customer loyalty, resilience, and agility are critical to sustaining performance.

Corporate reputation has become one of the most valuable intangible assets for modern organisations. This programme explores why senior leaders rely heavily on reputation to drive customer loyalty, investor confidence, competitive advantage, and long-term business performance. Participants examine how reputation shapes stakeholder behaviour and influences outcomes across marketing, human capital development, operations, corporate communications, and finance. Through case discussions and expert-led sessions, the programme provides practical insights on how reputation enables organisations to achieve legitimacy and above-average returns.

The programme also addresses the growing frequency of reputation-damaging scandals, from workplace issues and environmental violations to poor media management and governance failures. Participants learn how to lead the corporate reputation function, respond to stakeholder pressures, navigate the digital media landscape, and build systems that protect organisational credibility. The programme equips leaders to anticipate risks, inspire responsible behaviour, and cultivate reputational strength in complex market environments.

The Enhancing Corporate Reputation Programme is designed for senior business leaders responsible for shaping organisational perception and stakeholder trust. It is ideal for board chairmen, CEOs, executive directors, functional directors, and C-suite leaders who influence corporate behaviour and strategic positioning. Participants typically oversee governance, communication, financial performance, or reputation-facing functions across diverse industries.

Guided by senior members of LBS’ marketing faculty, this programme provides in-depth exposure to leading-edge thinking on successful B2B marketing practices. Participants explore the fundamentals and best practices of brand strategy, with a strong focus on practical application. The programme equips attendees to build customer value models that clearly articulate the value of their offerings to target customers and market segments.

Through collaborative exercises and peer discussions, participants analyse marketing strategies, share experiences, and broaden their perspectives. The programme helps participants craft distinctive brand positioning, manage brand touchpoints effectively, and design strategies for managing brand portfolios. This enhances the organisation’s ability to boost sales and create meaningful customer value.

This Programme is designed for managers responsible for brand strategy, marketers seeking to enhance their brand-building capabilities, and leaders aiming to elevate the role of branding within their organisations. Participants typically work in business-to-business or consumer-facing environments where strong brands directly influence sales and customer loyalty.

Key Account Management (KAM) offers a structured approach for building and sustaining strong, profitable relationships with an organisation’s largest customers. This programme provides a practical conceptual framework to implement strategic KAM effectively, helping participants deepen engagement, improve decision-making, and maximise value from their most critical accounts.

Through interactive discussions and case studies, participants learn how to develop strategic perspectives on sales and customer relationships, recognise and overcome common challenges, optimise account team performance, and create actionable plans that enhance both customer satisfaction and business outcomes. The programme equips managers to become trusted advisors while positioning their organisations for long-term success.

The Strategic Key Account Management Programme is designed for experienced sales professionals responsible for managing and growing their organisation’s most important accounts. It is ideal for Key Account Managers, Customer Relationship Managers, Sales Executives, and Business Development Managers. Participants typically work in business-to-business environments where strategic client relationships are critical to organisational success.

Effective understanding and management of the marketing function is at the heart of business performance. This programme explores the essential tools of contemporary marketing, which range from managerial orientations and developments in the marketing mix to key account management strategies and brand or line extensions. Participants gain clarity on how each of these elements influences value creation and drives stronger commercial outcomes.

The programme also simplifies how seemingly separate marketing activities come together to form a unified, strategic function. Through a systems-thinking lens, participants learn how to align sales, marketing, operations, and business strategy into a cohesive approach that supports organisational goals. By the end, they will be better equipped to evaluate marketing decisions, integrate functions, and contribute more meaningfully to business growth.

The Programme is designed for sales executives, marketing professionals, and business development managers seeking practical, modern tools for commercial growth. It is ideal for individuals who want to strengthen their understanding of the marketing function beyond day-to-day execution. Participants typically work in organisations where aligning sales and marketing activities is essential for business success.

In uncertain economic climates, the ability to think strategically about marketing becomes a powerful advantage. This programme equips experienced managers with modern marketing concepts, practical tools, and a strategic framework for winning in tough markets. Participants learn how to create and capture value even when consumer confidence is low and competition intensifies.

Through real-world case studies and interactive sessions, the programme explores segmentation and positioning, customer engagement, branding, pricing, and product strategy during a recession. It also helps participants understand how to design strong market penetration initiatives, make effective marketing decisions in a downturn, and deliver customer experiences that stand out despite economic pressure.

This programme is designed for mid-level and senior managers responsible for strategic, marketing, or commercial decision-making. It is ideal for professionals with at least a decade of experience navigating competitive markets and complex customer environments. Participants typically work in organisations serving consumers, retailers, industrial buyers, government agencies, NGOs, or other key stakeholders.