By Yahaya Idris
Professor Elijah Ebenehi Ogbadu, a Professor of Marketing, has called for the deployment of ethical marketing, social responsibility and strategic marketing approaches to tackle poverty, insecurity, unemployment and other social vices confronting Nigeria.
Prof. Ogbadu made the call on Tuesday, August 11, 2026, while delivering the 25th Inaugural Lecture of Prince Abubakar Audu University (PAAU), Anyigba, titled “Marketing, A Societal Saviour: Charting the Course for Future Nigeria,” at the University Auditorium.
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According to a press release issued by Uredo Omale, Public Relations Officer, Prince Abubakar Audu University, Anyigba, the Inaugural Lecturer argued that marketing had evolved beyond its traditional emphasis on selling, advertising and distribution to become a broader philosophy concerned with quality of life, value creation and the long-term wellbeing of society.
According to him, marketing practitioners do not merely identify consumers’ needs and wants but also help organisations develop products and services that provide satisfaction while contributing to the wellbeing of consumers and society.
He maintained that although profit remains an important indicator of business success, it should be regarded as a by-product of doing business effectively rather than the sole purpose of business activities.
Prof. Ogbadu stressed that organisations must build and sustain legitimacy by placing customers, stakeholders and society at the centre of their operations.
Marketing Can Address Nigeria’s Social Challenges
The don identified poverty, corruption, bad governance, insecurity, drug abuse, poor healthcare, cultism, ethno-religious and communal conflicts, unemployment, examination malpractice, election rigging and unethical business practices among the major challenges confronting Nigeria.
He noted that the challenges had contributed to loss of lives and property, anxiety, hunger, deprivation, inflation, constrained economic growth, health problems, erosion of social values, disunity and declining confidence in public and private institutions.
Prof. Ogbadu therefore argued that marketing, when properly oriented towards societal wellbeing, could provide a practical framework for identifying social problems, understanding people’s needs and designing sustainable interventions.
He said contemporary marketing had increasingly embraced value creation, stakeholder engagement, employee satisfaction, social responsibility, customer satisfaction and long-term societal welfare.
Ogbadu Advocates Social Marketing
Speaking on social marketing, the professor explained that the concept seeks to influence behaviour primarily for the benefit of the target audience and society rather than for the commercial interest of the marketer.
He said social marketing could be deployed to promote self-employment, discourage hard-drug use, improve public health and road safety, and address gambling, alcoholism, cybercrime, prostitution and other harmful behaviours.
The Inaugural Lecturer also emphasised the importance of marketing ethics, describing it as the practice of transparency, fairness, trustworthiness, responsibility and sound moral conduct in dealings with consumers and other stakeholders.
He urged marketers to uphold honesty, integrity and quality while taking responsibility for the consequences of their activities.
Prof. Ogbadu cautioned against deceptive advertising, adulterated products, unfair pricing, environmental pollution, false claims and other unethical business practices.
Calls for Countermarketing Against Insecurity
The professor advocated the adoption of countermarketing approaches to combat kidnapping, banditry, insurgency, terrorism, violence, drug abuse, crime and other social vices.
He also called for the provision of business grants to young graduates as a strategy for reducing poverty and unemployment, noting that empowering young people with productive opportunities could contribute to economic growth and social stability.
He further urged stakeholders to make quality a focal point of national development, covering roads, bridges, buildings, products, services, healthcare, manufacturing, communication, information and workforce development.
According to him, applying marketing principles beyond the commercial sector could help policymakers, institutions and citizens understand needs, manage demand, influence attitudes and deliver value in ways that promote sustainable development.
Ogbadu Calls for Rebranding of Nigeria
Prof. Ogbadu also advocated the rebranding of Nigeria as part of efforts to promote good moral behaviour, discipline and a positive national image.
He stressed that charting a sustainable course for Nigeria’s future was a collective responsibility requiring contributions from both government and citizens.
He said while government has the responsibility to create a stable, inclusive and enabling environment through effective governance, citizens must obey laws, promote social harmony, invest in personal development and contribute meaningfully to national human-capital development.
The professor identified transformational leadership as another critical component of national development.
He said effective leaders must demonstrate integrity, transparency, accountability, unity, discipline and commitment to economic growth and improved living standards.
He equally called for transformational followership, urging citizens to participate actively in civic processes, support positive leadership, provide constructive feedback and contribute to the achievement of shared national objectives.
Prof. Ogbadu’s Recommendations
Among other recommendations, the Inaugural Lecturer called for the adoption of marketing principles and practices as a nationwide undertaking to enhance customer satisfaction, societal wellbeing and national development.
He advocated greater use of social marketing to promote good health, moral conduct, entrepreneurship, innovation, technology, economic growth, prosperity and sustainable development.
He also called for stronger ethical standards across government agencies, educational institutions, banks, hospitals, private organisations, religious organisations and other institutions.
Prof. Ogbadu emphasised that citizens’ active participation in the nation’s ethical process remained indispensable to building a responsible and prosperous society.
VC Commends Ogbad
Earlier, the Chairman of the Inaugural Lecture Committee, Professor S.S. Arogba, congratulated Prof. Ogbadu on attaining the distinguished academic milestone.
Prof. Arogba commended his contributions to scholarship in Business Administration, particularly in the field of Marketing.
In his address, the Vice-Chancellor of Prince Abubakar Audu University, Professor Salisu Ogbo Usman, described the 25th Inaugural Lecture as another significant milestone in the academic history of the institution.
Prof. Usman disclosed that the lecture was the eighth inaugural lecture delivered since his assumption of office on February 11, 2026, as the sixth substantive Vice-Chancellor of the University.
He said the sustained intellectual engagement reflected the vibrant research culture taking firm root in the institution.
The Vice-Chancellor congratulated Prof. Ogbadu for connecting academic knowledge with pressing societal challenges, describing the theme of the lecture as particularly relevant to Nigeria’s current realities.
He noted that marketing should not be viewed merely as an activity concerned with advertising, branding, promotion and sales, stressing that properly conceived and ethically practised marketing goes beyond profit to connect human needs with appropriate solutions and promote societal wellbeing.
Prof. Usman said a marketing philosophy based on genuine value creation, consumer welfare, ethical conduct and responsiveness to societal needs could contribute to rebuilding public confidence and stimulating productive economic activity.
He also commended the Inaugural Lecture Committee for its dedication and meticulous planning, which he said had enhanced the quality, relevance and prestige of the University’s inaugural lecture series.
The Vice-Chancellor reaffirmed the University’s commitment to excellence in teaching, research, innovation and character development.
The highlight of the event was the presentation of the inaugural lecture certificate, plaque and medal to Prof. Ogbadu.
The lecture was attended by members of the University Governing Council, Management and Senate, academic and non-teaching staff, students, scholars from other institutions, religious and traditional leaders, as well as other distinguished guests from within and outside the University community.