The current consumer sophistication in Nigerian market is not purely as a result of consumers’ behaviour advancement, and neither exposure to new behaviours, but largely as a result of environment dynamisms fuelled by socio-economic factors in terms of inflation, falling Naira purchasing power, consumption apathy, selective hyper-inflation, etc. The cumulation of these factors makes marketing operation to demand extra knowledge, strategies, and tactics for any organization to remain going concern. Thus, understanding of Nigerian consumers.

The present market operations and activities which embody the position of producers and consumers, and the intermediaries in the middle call for new understanding of each position to maximize the inherent opportunities in the current situation. The understanding of consumers begins with emerging new segments in the market, the young consumers’ peculiarities and the understanding of the changing roles and persons as gatekeepers and deciders, and buyers in a family set-up. The new roles of producers in instituting new approaches to deepen market intelligence that envisage and capture the emerging interests and satisfaction of consumers, and the position of the intermediation agents to tailor physical distribution to the needs of the different segments of consumers.

The underpinning factor is to show the continuous symbiotic relationships that exist between the producers and consumers mediated by the intermediaries. In other words, the expected relationship in today’s market that guarantees continuous improved turnover and profitable performances do not rely on the old rules and paradigm, but a continuous relationship fashioned after the order of pendulum movement informed by market intelligence and research. Thus, the course will be built on the strategic emerging marketing issues like Young Consumer behaviours; Multi-channel Approach in Emerging Market; Deepening Market Intelligence; Market Change and Demand Management; Sales Velocity Management; etc.