Sunday, August 10, 2025
  • About
  • Advertise
  • Careers
  • Contact
Newsroom Nigeria
  • Home
  • News
    • Across the Nation
    • Crime Watch
    • Metro
    • Political Arena
  • Politics
  • Opinions
  • Crime and Court
    • Judiciary
  • Business
    • Banking
    • Business and Economy
    • Business Life
No Result
View All Result
Newsroom Nigeria
ADVERTISEMENT
Home Education/Human Capital

INAUGURAL LECTURE: UNIVERSITY PROFESSOR OFFERS NEW PERSPECTIVES IN MARKETING

In the lecture titled, “Something Else Beyond Marketing?" the Professor explored traditional “marketing knowledge based on the review of the definitions provided by various scholars, following its historical evolution, and picking out its core pillars

Newsroom Nigeria by Newsroom Nigeria
June 25, 2025
in Education/Human Capital, News
Reading Time: 4 mins read
INAUGURAL LECTURE: UNIVERSITY PROFESSOR OFFERS NEW PERSPECTIVES IN MARKETING

Professor Ayo Gbadeyan

0
SHARES
Share on FacebookShare on Twitter
Professor Ayo Gbadeyan

Rotimi Ayodele Gbadeyan has offered a new perspective in the field of Marketing, saying as a field of study, Marketing has undergone a lot of changes over the decades, influenced by shifts in consumer behaviour, technological advancements, and global economic developments.

Gbadeyan, a Professor in the Department of Marketing and the current Dean of the Faculty of Management Sciences at the University of Ilorin, Nigeria, has over 25 years of experience in university teaching, research, and administration said this while delivering the 284th inaugural lecture at the campus of the University of Ilorin last Thursday.

Related posts

Flood Preparedness: HEDA Charges FG on Accountability in ₦125.5bn Intervention Fund

Flood Preparedness: HEDA Charges FG on Accountability in ₦125.5bn Intervention Fund

August 8, 2025
Court Jails Man Six Months for Internet Fraud in Lagos

Court Jails Man Six Months for Internet Fraud in Lagos

August 8, 2025

In the lecture titled, “Something Else Beyond Marketing?” the Professor explored traditional “marketing knowledge based on the review of the definitions provided by various scholars, following its historical evolution, and picking out its core pillars

Professor Ayo Gbadeyan
Professor Gbadeyan

– the 4Ps of the marketing concept (product, price, place, and promotion) and the evolutionary development of the 8Ps for service marketing.

He added that “marketing has been defined in various ways, in relation to the priorities of different eras. One of the earliest but seminal definitions is that of Converse (1921), as cited by Brunswick (2014), who viewed marketing as entrepreneurial activities that create place and time utilities. This definition highlights marketing’s fundamental role in ensuring that goods and services are available at the right location and time, thereby enhancing their value to consumers.”

According to him, “in classical economic thought, production is not merely the act of manufacturing goods but also includes the mechanisms that facilitate their movement to consumers.

“Without marketing’s role in logistics and distribution, production remains incomplete, as value is only realised when goods reach those who need them. Kotler and Armstrong (2012) define marketing as the process through which companies create value for customers and build strong customer relationships to have value from customers in return.

“This definition of marketing focuses on value creation, customer relationships, and mutual benefit. However, the major limitation includes a company centric focus rather than a customer-driven perspective. The definition does not discuss key aspects like market research, segmentation, and competitive positioning. In addition, it excludes discussion on societal viewpoints, ignoring ethics and sustainability. The definition favours a transactional view rather than transformational marketing. A more effective holistic approach would emphasize customer engagement, collaborative value creation, and the overall social impact of marketing.”

The Don also disclosed that “Marketing has a long history, but it became recognised as an academic discipline in the early 20th century. This has made scholars see the evolution of marketing belonging into distinct eras, each characterised by changes in theoretical bases and practical implementations.

He contended that “Scholars have divided the evolution of marketing into eras, based on shifts in its theoretical and practical orientation. The most commonly recognised typologies are those proposed by Bartels (1988) and Wilkie and Moore (2003), emphasizing the discipline’s gradual development from its concentration on distribution to accepting a wider managerial and societal orientation.”

He submitted that “the first period, which spans from1900 to 1910 is known as Discovery Period. This period witnessed the emergence of marketing as an academic field, with the first university courses and publications. The focus was on the distribution system for agricultural products. This was followed by the conceptualization Period (1910-1920), when there was the development of fundamental marketing concepts, with scholars defining and classifying marketing functions.

“Afterwards was the Period of Integration between (1920-1930), when there was the first synthesis of marketing principles, culminating in the publication of the first book titled: Principles of Marketing. The Developmental Period (1930-1940) came next, which resulted in the growth of specialised marketing areas and empirical research to test marketing theories.”

He maintained that “the Paradigm Shift and Marketing Management (19501980), follows with the emergence of marketing as a core business function, marked by the introduction of behavioural science and quantitative techniques into the marketing discipline. The Intensification of Change and Fragmentation (1980-Present) came last with the increased globalisation, technological advancement, and ethical issues resulting in the proliferation of marketing subfields, such as public policy, social marketing, and consumer behaviour studies.

Marketing evolution according to him, “refers to its growing sophistication and crossover into other fields. Marketing today encompasses its age-old role of trade facilitation to include strategic management, societal impact and technological innovation. The marketing concept is built on four basic pillars commonly referred to as the marketing mix, which are Product, Price, Place, and Promotion (4Ps).

Kotler and Armstrong (2012), the Professorargued, described it as the “strategic instruments that businesses combine to initiate desired reactions from the target markets. It involves all the strategic actions designed to handle the demand for a product. I would like to argue that though the 4Ps model is strong, certain scholars contend that it downplays significant factors, especially services. The services such as banking, airlines, and retail are considered products, commonly known as service products.”

Speaking on “Expanding the Marketing Mix” the lecturer explained that “the 8Ps of Service Marketing Recognising the unique characteristics of services- intangibility, variability, perishability, and simultaneous production and consumption, Lovelock and Wright (1999) advocate for an expanded 8Ps framework to enhance competitiveness in service industries.’

The shift toward the service economy, according to him, has also “seen a paradigmatic shift in the way marketers think. The service economy is prevalent in the present economy, as sectors like health care, education, hospitality, and banking expanded to become engines of growth as well as producers of employment on a large scale.

“This revolution has underlined the necessity to have strong marketing strategies that discern goods (physical products) from services (deeds or performances). Identifying the distinct features of services further, the authors proposed an extended 8Ps model to improve competitiveness in service industries.”

In conclusion, Gbadeyan said: “Vice-Chancellor Sir, I have discussed my works in the following thematic Marketing areas: Consumer Behavior and Branding, Marketing Strategies, Market Orientation and Promotion, Entrepreneurship and Service Marketing, Digital and Political Marketing and other related areas.

“I would like to say that though my core research interest lies in marketing, I have deliberately extended my scholarly pursuits into other interconnected domains, as demonstrated in this lecture. These interdisciplinary engagements emphasised my conviction that marketing does not operate in isolation, but succeeds where it develops a stronger relationship with broader societal systems.

“It is now obvious that indeed, there is Something Else beyond Marketing, and this is where I will continue to find both relevance and purpose for impactful scholarship.”

The Profesor finished his first degree in 1988 and joined the service of University of Ilorin in 1998; and also became a Professor of Marketing in 2018.

He has 111 scholarly publications in recognized national and international journals.

At the event in Thursday, the Royal Fathers present at the occasion included Onimoji of Imoji, His Royal Highness Oba Dominic Olugbenga Kolawole and His Royal Highness Oba Olusegun Atolagbe, Alajure of Ajure in Oke Ero LGA, Kwara State and his family and friends

ShareTweetSendShareShare
Previous Post

Seven Chinese Nationals Jailed for Cyberterrorism, Internet Fraud in Lagos

Next Post

GLOBAL ECONOMY WILL NOT WAIT FOR WEST AFRICA TO GET ITS ACT TOGETHER – TINUBU TELLS ECOWAS

Related Posts

Flood Preparedness: HEDA Charges FG on Accountability in ₦125.5bn Intervention Fund
Metro

Flood Preparedness: HEDA Charges FG on Accountability in ₦125.5bn Intervention Fund

August 8, 2025
Court Jails Man Six Months for Internet Fraud in Lagos
News

Court Jails Man Six Months for Internet Fraud in Lagos

August 8, 2025
TINUBU CONGRATULATES THREE NIGERIAN STUDENTS FOR EXCELLING AT GLOBAL COMPETITION
Education/Human Capital

TINUBU CONGRATULATES THREE NIGERIAN STUDENTS FOR EXCELLING AT GLOBAL COMPETITION

August 6, 2025
ANOH Gas MD Encourages Youths on STEM Education
News

ANOH Gas MD Encourages Youths on STEM Education

August 2, 2025
Nigerian Guild of Editors Presents Bold Proposal for Media Law Reform
Media and Press

Guild of Editors Condemns  Closure of Badeggi Radio Station by Niger State Governor

August 2, 2025
TINUBU TO NEW MEDIA INFLUENCERS: VERIFY BEFORE AMPLIFYING
News

TINUBU TO NEW MEDIA INFLUENCERS: VERIFY BEFORE AMPLIFYING

August 1, 2025
Next Post

GLOBAL ECONOMY WILL NOT WAIT FOR WEST AFRICA TO GET ITS ACT TOGETHER - TINUBU TELLS ECOWAS

RECOMMENDED NEWS

ZENITH BANK WINS BEST COMMERCIAL BANK IN NIGERIA AND BEST CORPORATE GOVERNANCE AWARDS AT WORLD FINANCE 2024 AWARDS

1 year ago

TINUBU EXPRESSES CONCERN OVER BLACKOUT IN THE NORTH, DIRECTS SPEEDY RESTORATION OF ELECTRICITY

10 months ago

FIRSTBANK, ROTARY EMPOWER 102 BENEFICIARIES WITH N20M START-UP KITS

1 year ago

Lagos Lawmakers Celebrate Obasa At 51, Call Him An Asset To Lagos

2 years ago

FOLLOW US

ADVERTISEMENT
ADVERTISEMENT

POPULAR NEWS

  • Goodnight, Doyin Abiola, Media trailblazer, Soldier of Democracy -By President Tinubu

    Goodnight, Doyin Abiola, Media trailblazer, Soldier of Democracy -By President Tinubu

    0 shares
    Share 0 Tweet 0
  • TINUBU CONGRATULATES THREE NIGERIAN STUDENTS FOR EXCELLING AT GLOBAL COMPETITION

    0 shares
    Share 0 Tweet 0
  • SOUTH-WEST PDP WILL LEAD DEFEAT OF TINUBU IN 2027, SAYS COORDINATOR OF GBENGA HASHIM MOVEMENT

    0 shares
    Share 0 Tweet 0
  • 2027: GBENGA HASHIM WELCOMES JONATHAN, ATIKU, OBI TO PDP PRESIDENTIAL PRIMARIES – AIDE

    0 shares
    Share 0 Tweet 0
  • Viewpoint: Nigeria’s Leadership Crisis: Why Titles Won’t Save Us, By Ezenwa Nwagwu

    0 shares
    Share 0 Tweet 0
ADVERTISEMENT
Newsroom Nigeria

The NEWSROOM NIGERIA is an independent, liberal on – line news platform committed to the right of the individual to pursue his economic happiness, without undue interference of the state. It shall promote the rights of the individual; right to freedom of worship and conscience, and to hold opinions and impact same without hindrance, subject to such laws are as consistent with the constitution and necessary for the protection of the rights of others.

  • About
  • Advertise
  • Careers
  • Contact

© 2025 Newsroom Nigeria - Designed by Semasir Connect.

No Result
View All Result
  • Home
  • News
    • Across the Nation
    • Crime Watch
    • Metro
    • Political Arena
  • Politics
  • Opinions
  • Crime and Court
    • Judiciary
  • Business
    • Banking
    • Business and Economy
    • Business Life

© 2025 Newsroom Nigeria - Designed by Semasir Connect.