Marketing Your
Retail Organisation
Understand effective positioning, develop strategic marketing approaches, and activate the right channels to attract customers.
More Than Products: Brands, Experiences, and Growth
Consumers today have more choices, more information, and higher expectations than ever before. They interact with retailers across physical stores, digital platforms, social media, e-commerce channels, and community networks. In this increasingly competitive environment, retailers must do more than offer products. They must build brands, create compelling customer experiences, and execute marketing strategies that consistently drive traffic, conversion, and loyalty.
Yet many retail organisations struggle with unclear positioning, fragmented marketing efforts, ineffective channel selection, poor customer targeting, and limited visibility into what actually drives growth.
This programme provides a comprehensive understanding of retail marketing, from customer insights and brand strategy to digital marketing, loyalty, and performance measurement, equipping participants to align marketing investments with measurable commercial results.
Five Capabilities to Market and Grow Your Retail Business
Develop a Strong Retail Positioning Strategy
Understand how to differentiate your retail business, establish a compelling value proposition, and build a brand that resonates deeply with target customers in a crowded market.
Design Effective Customer Acquisition Strategies
Develop practical approaches for attracting new customers through both physical and digital channels, turning awareness into footfall and footfall into sales.
Leverage Digital Marketing Effectively
Understand how to use social media, search, email, content marketing, and digital advertising to drive awareness, traffic, and conversion across online and offline channels.
Strengthen Customer Retention and Loyalty
Design customer engagement strategies that increase repeat purchases, build customer lifetime value, and turn satisfied buyers into active brand advocates.
Measure Marketing Performance
Develop frameworks for evaluating marketing effectiveness, optimising spend, and improving return on investment, so every campaign decision is evidence-led and commercially grounded.
Three Days. Eight Modules. One Marketing Blueprint.
- M1 Retail Marketing Strategy and Competitive Positioning
- M2 Understanding the Retail Customer
- M3 Customer Acquisition and Demand Generation
- M4 Digital Marketing for Retail Growth
- M5 Omnichannel Retail Marketing
- M6 Customer Retention and Loyalty Management
- M7 Marketing Analytics and Performance Measurement
- M8 Retail Marketing Blueprint Workshop
Participants complete a structured Retail Marketing Blueprint Workshop in Module 8, developing a practical, organisation-specific marketing plan covering positioning, channel strategy, acquisition, retention, and performance measurement, ready for immediate implementation.
Built for Retail and Marketing Leaders
Retail business owners focused on improving sales and market share
Marketing and brand managers in retail organisations
Store and regional managers responsible for revenue performance
Growth, sales, and customer experience professionals in retail
Executives overseeing retail strategy, expansion, or marketing performance
Delivered by Marketing and Retail Experts
The programme is delivered by experienced faculty and marketing practitioners with expertise across retail marketing, consumer behaviour, brand management, digital marketing, customer experience, analytics, and business growth. Full faculty details are available in the programme brochure.
Retail Organisation Programme Guide
Get the Full Programme Guide
Every module, objective, fee, and date, laid out in one document you can share with your team or revisit before you apply.
- Full eight-module curriculum breakdown
- Programme objectives and outcomes
- Fees, dates & logistics
- Target audience & application details
Ready to Build a Stronger Brand and Grow Your Customer Base?
Retail organisations that win consistently understand their customers, position themselves effectively, and execute marketing strategies that drive measurable business outcomes. Join a select group of retail executives, business owners, marketing leaders, and growth-focused professionals for the 2 to 4 December 2026 cohort at Lagos Business School.
Further Enquiries: Tomilola, +234 813 096 7129 or omustapha@lbs.edu.ng
