PAAU Inaugural Lecture: Ogbadu Seeks Countermarketing »

Professor of Marketing at Prince Abubakar Audu University (PAAU), Anyigba, Professor Elijah Ebenehi Ogbadu, has called for the use of ethical marketing, social responsibility and countermarketing strategies to address poverty, insecurity, unemployment and other social vices confronting Nigeria.

Ogbadu made the call on Tuesday, August 11, 2026, while delivering the 25th Inaugural Lecture of PAAU at the University Auditorium.

The lecture, titled “Marketing, A Societal Saviour: Charting the Course for Future Nigeria,” examined how marketing principles could be applied beyond commercial activities to improve societal wellbeing and support national development.

According to Ogbadu, marketing has evolved from its traditional focus on selling and distribution into a broader philosophy concerned with quality of life, stakeholder engagement, customer satisfaction, social responsibility and long-term societal welfare.

He argued that while profit remains an important measure of marketing success, it should be regarded as a by-product of doing business well rather than the sole objective of business activity.

Ogbadu 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 the country.

He said the challenges had contributed to loss of lives and property, anxiety, constrained economic growth, hunger, deprivation, inflation, health challenges, erosion of social values, disunity and declining public confidence in public and private institutions.

The professor said marketing, when properly oriented towards societal wellbeing, could provide a framework for identifying social problems and developing sustainable solutions.

On social marketing, Ogbadu explained that it seeks to influence behaviour primarily for the benefit of target audiences and society, rather than for the marketer’s commercial interest.

He said the approach could be used to promote self-employment, discourage hard-drug use, improve public health and traffic safety, and address gambling, alcoholism, cybercrime, prostitution and other harmful behaviours.

The inaugural lecturer also called for stronger adherence to marketing ethics, urging marketers to uphold honesty, integrity, transparency, fairness and responsibility.

He warned against deceptive advertising, adulterated products, unfair pricing, environmental pollution, false claims and other practices that could undermine public trust.

Ogbadu further advocated the rebranding of Nigeria to promote good moral behaviour, discipline and a positive national image, stressing that national development was a shared responsibility between government and citizens.

“While the government is primarily responsible for creating a stable, inclusive, and enabling environment through effective governance, the people are equally expected to obey laws, promote social harmony, invest in personal development, and contribute meaningfully to the nation’s human capital,” he said.

He identified transformational leadership and followership as critical to national development, urging leaders to demonstrate integrity, transparency, accountability, unity and discipline.

He also encouraged citizens to participate actively in civic processes, support positive leadership, provide constructive feedback and contribute to shared national objectives.

Among his recommendations, Ogbadu called for the adoption of marketing principles as a nationwide undertaking to improve customer satisfaction, societal wellbeing and national development.

He urged greater use of social marketing to promote good health, moral conduct, entrepreneurship, innovation, technology, economic growth and sustainable development.

The professor also advocated strong ethical standards across government agencies, educational institutions, banks, hospitals, private organisations and other institutions, stressing the importance of citizens’ participation in maintaining ethical standards.

He called for the provision of business grants to young graduates as a measure to reduce poverty and unemployment, while advocating countermarketing strategies against kidnapping, banditry, insurgency, violence, terrorism, drug abuse, crime and other social vices.

Ogbadu further urged stakeholders to make quality a priority in roads, bridges, buildings, products, services, healthcare, manufacturing, communication, information and workforce development.

He maintained that applying marketing principles beyond the commercial sector could help policymakers, institutions and citizens understand societal needs, manage demand, shape attitudes and deliver value in ways that support sustainable development.

Earlier, the Chairman of the Inaugural Lecture Committee, Professor S.S. Arogba, congratulated Ogbadu on attaining the academic milestone and commended his contributions to scholarship in Business Administration, particularly in Marketing.

The Vice-Chancellor of PAAU, Professor Salisu Ogbo Usman, described the lecture as another milestone in the academic history of the university.

Usman said the lecture was the eighth inaugural lecture delivered since he assumed office on February 11, 2026, as the sixth substantive Vice-Chancellor of the institution.

He said the sustained pace of inaugural lectures reflected the growing research culture at the university and commended Ogbadu for connecting academic knowledge with contemporary societal challenges.

According to the Vice-Chancellor, marketing should not be viewed merely as an activity centred on advertising, branding, promotion and sales, but as a discipline capable of connecting human needs with appropriate solutions and promoting societal wellbeing.

He said the lecture was particularly relevant to Nigeria’s current realities, including economic uncertainty, declining purchasing power, unemployment, production challenges, consumer distrust and the need for sustainable development.

Usman reaffirmed the university’s commitment to excellence in teaching, research, innovation and character development.

The event concluded with the presentation of the inaugural lecture certificate, plaque and medal to Professor Ogbadu.

It attracted members of the University Governing Council, Management and Senate, academic and non-teaching staff, students, scholars from other institutions, religious and traditional leaders and other guests from within and outside the university community.