The Vice Chancellor of the University of Professional Studies Accra (UPSA) has urged Ghanaians to, as a matter of urgency, embrace marketing as a powerful instrument of fostering economic recovery.
According to him, marketing works, it yields results, changes the game, create new opportunities that enhance the resilience of the economy and businesses as well as pave the way for a brighter and more prosperous future.
Prof. Amartey made these remarks at the 34th Annual National Marketing Performance Awards of the Chartered Institute of Marketing Ghana in Accra at the weekend on the theme: ‘Marketing; A Tool for Economic Recovery.’
In all more than 50 individuals, businesses and media houses were awarded for their various roles in promoting and transforming their businesses from debt stricken entities to flourishing and viable businesses.
Ms Patricia Obo-Nai, Chief Executive Officer (CEO) of Vodafone was adjudged Marketing Woman of the Year while Mr David Affulo the CEO of GB Foods Ghana Limited was adjudged the Marketing man of the Year.
They were presented with citations, plaques, fuel coupons and GH¢200,000 worth of insurance cover from Glico, while the rest also received citations and the plaques.
Marketing, he explained was not merely about buying and selling, but the ability to adopt strategies to emerge from economic challenges stronger than before as it was a multifaceted tool to drive economic recovery.
Prof. Amartey stated that by fostering innovation, promoting customer-centricity, creating new opportunities, adapting to changing consumer behaviours, leveraging digital technologies, and fostering innovation and consumer confidence, marketing could play a pivotal role in revitalising economies and helping businesses emerge stronger from challenging times.
The Minister of Education, Dr Yaw Osei Adutwum urged members of the CIMG to partner the government and help sensitise the people on what was being done to better the lives of the people.
According to him, because of political expediency people had refused to speak to the truth thereby running down every effort of the government which should not be the case in this age when every country was struggling to become economically dependent.
The President of CIMG, Dr Daniel Kasser Tee, said despite the challenges of COVID-19, institution had turned their fortunes around through the implementation of sound operational programmes and marketing practices.
Marketing, he explained should be the bridge between adversity and prosperity, where money and time should be invested as a catalyst for promoting economic resurgence through excellent leadership and the right management teams.
Ghana, Dr Tee indicated had been grappling with poor performing state-owned institutions but the occasion would recognise another individual, who took over a public entity in a relatively bad state and managed to turn it around through good leadership, sound structures, systems, and processes adding “let me pause here to salute the Board and Management of the Bulk Oil Storage and Transportation Company (BOST) for the good work they are doing for that enterprise.”
“I wish to thank all individuals and businesses who have supported us throughout the year, especially our sponsors, who have made in-cash and in-kind contributions towards this programme your support and participation in the processes are mainly responsible for bringing us to this point where we are ready,” he added.
BY LAWRENCE VOMAFA-AKPALU
