The National Institute of Marketing of Nigeria (NIMN) is allegedly grappling with a decline in membership and widespread disinterest among its members, prompting the hurried unveiling of various questionable marketing activities.
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According to a popular marketing magazine, Marketing Edge, the institute, established by an Act of parliament in 2003, is faces scrutiny for its failure to organize regular training programmes and workshops, leading many marketing professionals to seek alternative avenues for capacity building.
President of NIMN, Idy Enang, recently announced a series of allegedly unrealistic programmes during an emergency press conference. These programmes, aimed at rejuvenating interest, include bootcamps, masterclasses, and executive roundtables starting from next year.
The move comes amid criticism from industry sources and a face-off with the John Ajayi-led magazine, which highlighted the institute’s shortcomings.
However, critiques from younger marketing practitioners, such as Ladi Ogunseye and George Ogunsanmi, have raised concerns about the institute’s relevance.
Ogunseye conducted a poll revealing that only 20% of young marketing professionals were aware of NIMN, with 85% lacking clarity on the institute’s functions.
Ogunsanmi emphasized the outdated NIMN Act, created in 2003 and unchanged for 20 years, hindering the institute’s ability to regulate modern marketing practices.
NIMN member Debola Awosepe expressed dissatisfaction, claiming the institute is plagued by frequent crises and lacks value for its members. Many marketing professionals are turning to alternative associations, such as the Chartered Institute of Marketing (CIM) in the UK, which provide more relevant and contemporary support.
Marketing Edge, a magazine which is one of the authorities in the Nigerian marketing space, believes the challenges facing NIMN raise questions about its role and effectiveness in the evolving landscape of the Nigerian marketing industry.
Ojelabi, the publisher of Freelanews, is an award winning and professionally trained mass communicator and a recipient of the D9112 Superstar Icon Award, who writes ruthlessly about pop culture, religion, politics and entertainment.
