By joshua PROFESSOR ELIJAH EBENEHI OGBADU ADVOCATES MARKETING MINDSET, PUBLIC TRUST FOR NATIONAL DEVELOPMENT
By Ruth Ojimaojo Daniel
Professor of Marketing, Prince Abubakar Audu University, Anyigba, Professor Elijah Ebenehi Ogbadu, has advocated a customer-focused approach to governance, effective leadership and active citizen participation as critical measures for addressing national challenges, improving public services and achieving sustainable development.
He made the call while delivering the 25th Inaugural Lecture of Prince Abubakar Audu University, Anyigba, titled “Marketing, A Societal Saviour: Charting the Course for Future Nigeria,” at the University Auditorium.
Delivering the lecture, Prof. Ogbadu explained that marketing principles could be applied beyond business to governance, stressing that citizens should remain at the centre of government policies and programmes.
He stated that just as businesses depend on customer satisfaction to thrive, governments must understand, prioritise and respond to the needs, aspirations and wellbeing of citizens.
The Inaugural Lecturer identified reliable water supply, electricity, communication and digital infrastructure, efficient transportation, proper waste management, healthcare, education and affordable housing as essential public services capable of improving citizens’ quality of life and supporting economic growth.
Prof. Ogbadu noted that one of Nigeria’s major challenges is the gap between policy formulation and implementation.
He noted that although successive governments had introduced programmes aimed at reducing poverty and developing entrepreneurial skills among young people, poor implementation, inadequate monitoring and weak accountability often undermine their effectiveness.
To address the challenge, Prof. Ogbadu advocated transformational leadership and transformational followership, describing national development as a shared responsibility between leaders and citizens.
He stressed that while leaders must provide clear direction, demonstrate integrity and reject corruption, citizens must also obey the law, promote peace, work diligently and provide constructive feedback to strengthen governance.
Prof. Ogbadu recommended, amongst others, the use of social marketing strategies to address social problems, including crime, drug abuse and corruption.
He advocated greater investment in skills acquisition programmes, anti-vice clubs and professional counselling services in schools to support young people facing personal, social and psychological challenges.
The Professor of Marketing maintained that a marketing mindset rooted in value creation, ethical conduct, public trust and responsiveness to citizens’ needs could contribute significantly to building a more responsible, productive and sustainable Nigeria.
Earlier, the Vice-Chancellor of Prince Abubakar Audu University, Professor Salisu Ogbo Usman, congratulated Professor Ogbadu on attaining the distinguished academic milestone and described the lecture as both intellectually significant and socially relevant.
Prof. Usman reaffirmed the University’s commitment to research, innovation and scholarship that respond to contemporary societal challenges, expressing confidence that the lecture would stimulate further research and provide valuable perspectives for policymakers and practitioners.