The Chartered Institute of Marketing Ghana is calling for a review of the educational curriculum to incorporate marketing and entrepreneurship at both the secondary and tertiary levels.

This it believes will help the country produce potential entrepreneurs with the requisite skills for building business to contribute meaningfully to the economy of Ghana.

Speaking at the 32nd Annual National Marketing Performance Awards over the weekend, President of CIMG, Dr. Daniel Kasser-Tee said if the country is to take advantage of the African Continental Free Trade Agreement (AfCFTA),  the way to go is to instill marketing and entrepreneurship mindset in the youth and the future generations from the classroom.

“We can deploy this strategy at the senior high school level and at the tertiary level, as MUST TAKE courses for all students, so as to produce potential entrepreneurs with the requisite skills for building business. This is because the Doctor, Agriculturalist, Engineer, Accountant etc, all require basic entrepreneurship and marketing competences to successfully set up their practising firms as well as small businesses to be able to contribute meaningfully to the economy of Ghana.”

He further added: “t is about time, therefore, we changed the orientation of the youth of Ghana, away from over reliance on the public sector for jobs. They should focus on the private sector, where they can start as entrepreneurs or employees of entrepreneurs, with the opportunity of learning to set up businesses of their own without fear. The idea in the minds of many young Ghanaians that government must employ everyone, is a silent blight, plaguing their fertile minds, which can be grounds for brilliant business ideas.”

“We have examples of Ghanaian entrepreneurs who have successfully grown their businesses from scratch to become well-established brands. The likes of our own Tony Oteng-Gyasi of Tropical Cable, Kwabena Adjei of Kasapreko, our own Grace Amey-Obeng of FC Group, Patrick Awuah of Ashesi, Professor Clement Dzidonu of Accra Institute of Technology, Ernest Bediako of Ernest Chemist, Amo Tobin of Tobinco, Nsia Poku of Kinapharma, Daniel McKorley of McDan Group, are a few that can motivate any Ghanaian Youth”, he noted.

CIMG also called for review of educational policies regarding entry requirements

Dr. Kasser-Tee also called for a review of education policies regarding entry requirements for professional training in the country, without lowering standards and compromising on quality.

It also wants Ghana to open its doors to training more professionals with the aim of positioning the country, as a supplier of professional services to the larger African market of about 1.2 billion people.

“It is a fact that Ghana has become the hub of education for learners across the sub-region and the African continent at large for close to two decades now. This has largely been attributed to political stability in a growing democracy, a steadily growing economy, a vibrant plural media, active civil society organisations, independent judiciary, and confidence in Ghana’s tertiary educational system compared to other economies around us. This is the more reason Ghana must consciously and firmly establish itself as a nation with both comparative and competitive advantages in education, if we are to effectively leverage AfCFTA for growth.”

Ghana must use marketing mix elements to benefit from AfCFTA

Chancellor of the University of Ghana, Dr. Mrs. Mary Chiner-Hesse for her part said Ghana can only benefit from AfCFTA if the country channels some of its resources towards improving its products and services to drive its exporting power.

“It is only then the Country can harness its marketing expertise to position its businesses, and collectively, reposition the Country among the winners”, she added. 

She further said “Ghana must use the right and optimal combination of the marketing mix elements and other specialised areas of marketing practice, such as marketing research and insights, branding and brand management, customer relationship management, market segmentation, and targeting among others, to reposition Ghana to leverage AfCFTA.”

The Multimedia Group cemented its position as the best media house in the country, winning three awards.

The Joy and Adom Brands won special awards at the event, whilst Asempa FM’s flagship ‘Ekosiisen’ won the CIMG Radio Programme of the Year 2020.