Former NIMN President decries poor output of marketers in Nigeria

The former President, National Institute of Marketing of Nigeria, NIMN, Omoba Yemisi Shyllon, has decried poor quality of the current crop of marketers in the country.

Mr. Shyllon noted that the present-day marketers lack adequate training, adding that because of their limited scope of thinking, they lack good quality delivery while carrying out their jobs.

Speaking exclusively to MARKETING EDGE, he advised the management of NIMN as well as marketers in the 21st century to expand their scope beyond marketing.

“A modern marketer must keep abreast of information technology and learn how to apply it so he/she can become an expert in virtually every area. Secondly, contemporary marketers should not concentrate on marketing alone. They should expand their knowledge based on psychology, sociology and philosophy because it goes a long way in improving the quality of delivery in marketing,” he said.

While comparing the marketing profession in the past and that of the 21st century, the former NIMN Boss pointed out that marketing as a profession has not changed adding that the only change that has occurred is the practice in marketing.

He, however, lamented that with the change in the marketing practice coupled with the growth of information technology has further reduced the quality human resources in the sector.

According to him, the quality of human resources of the country is declining every day.

“You now find people who have degrees in marketing or who have supposedly undergone some marketing exposure with little or nothing to show for it. I mean the quality of their output is not encouraging. I think that is a major challenge because over time, it is getting worse instead of improving,” he said.

He also pointed out that another challenge of modern day marketers is that they tend to chase after short term benefit of making money without considering the long term benefit of leaving a legacy and making an impact in the society.


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