The founder of the Business Leadership and Innovation Management (BLIM) Group and Business Marketing Academy (BMA), Dr Abiodun Ajiborode, has called for a comprehensive reform of the marketing curriculum in Nigerian universities.

He stressed that the stale teaching methods and insufficient practical orientation have left many graduates interested in marketing not fully prepared for today’s competitive business environment.

Ajiborode, who spoke at the weekend during the inauguration ceremony of the BMA Alumni Network in Lagos, noted that most Nigerian institutions need to restructure their approach to marketing and other social science courses.

He said this has led to a situation where students graduate with theoretical knowledge but little understanding of how to apply it in real-world settings.

The founder explained that marketing is still widely misunderstood, often reduced to basic sales functions, which play a vital role in business innovation, growth, and value creation.

According to him, without marketing, no business can survive, as it is responsible for everything from building equity and pricing to launching new products and leading organisational growth.

Ajiborode pointed out that many young people are no longer eager to study marketing because various institutions have failed to present it as a strategic and dynamic profession.

He urged universities to embed practical tools, live projects, and real business simulations into their curriculum to ensure students are prepared for the demands of the industry.

He added that at the academy, students engage in hands-on learning, including product development and business model simulations, noting that the goal is to move beyond theory and provide professionals with tools they can use immediately in the workplace.