An understanding of postgraduate students' choice criteria for universities selection is essential for marketing higher education, securing the long-term success of the universities, as well as its marketing strategy. While previous studies have focused on developed countries and undergraduate students, this chapter explores factors influencing postgraduate students' decision making. The study recognises that the rapid expansion of the enrolment of undergraduates has also stimulated students' enthusiasm for postgraduate studies and importantly, postgraduate students have prior experience in a university service environment (compared to undergraduate students). The semi-structured interview was conducted with firstyear postgraduate students at a private university in South-West, Nigeria. Some of the participants were new to the university while some did their undergraduate studies there. Findings from the study revealed four key factors which are the desire to study for a postgraduate degree, the facilities of the University, including its geographical location, the courses on offer and influence of other stakeholders like parents, siblings and friends. This influence of stakeholders aligns with the fundamental values in a collectivist culture like Nigeria. This study contributes to literature on higher education marketing, especially in Africa and for postgraduate students. The chapter presents an integral insight into marketing higher education in Nigeria and Africa, as this is an under-researched area.

This study investigated the effect of strategic marketing on competitive advantage and how resource capabilities moderated the effect. A crosssectional survey research design was adopted. Based on population of 1568 managerial staff of selected petroleum products marketing firms in Lagos State, Nigeria, Cochran's formula was applied to determine a sample size of 564. Response rate of 497 respondents was achieved in the study. Data collected were analysed using multiple regression analysis. The findings established that strategic marketing has a positive and significant effect on competitive advantage (R = 0.594, Adj. R2 = 0.627, F (4, 491) = 208.685, p = 0.000 < 0.05) and that resource capability has no significant moderation on the effect of strategic marketing on competitive advantage (ΔR2= 0.000, ΔF (1, 493) = 0.0305, p > 0.05) of the selected petroleum marketing companies in Lagos State, Nigeria. The study recommended that the management of petroleum products marketing companies should be committed to adopting strategic marketing in order to improve competitive advantage.

The paper examined consumer perceptions of banking services as a factor for bank’s preference among open and distance learning students. Survey research method was adopted. The population of study was the ODL students from which sample were selected using stratified random sampling technique. Questionnaire was administered on selected samples. The research instrument was validated through content validity while reliability was done through test-re-test method. Respondents’ perceptions of banking services were captured using the factor analysis technique to determine perceptions order of importance while T-Test determined its significance. The study revealed that the different perceptions of the customers were significant in influencing the choice of bank especially by the students. The paper concluded that the consumer perceptions of the banking services were essential requirements for understanding how well to delight banking customers. The study recommended that bank delivery services must be customer oriented and customer relationship focused.

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The business performances in growing competitive environment naturally require good attention from firms that aims to survive the pressure of competition in today's banking business across the globe. Prior to 2007, commercial banks performance across the western world appears interesting and impressive when measured with common indices of performance measurement (like ROA and ROE) within the banking industry, but most commercial banks across the globe suffered poor performance since global financial crises from 2007-2010 due to poor sustainable marketing efforts by banks(Shukla, 2014).The analysis of banks performance ratios across selected countries in the world showed poor performance in terms of ROA and ROE (Shukla, 2014). In United Kingdom, the Return on Assets (ROA) of banks fell from 0.4% in 2007 to 0.

Service quality provides an incentive for customers to come back to make repeat demand. Studies have shown that Nigeria aviation industry has failed to put into proper perspective the service quality specific dimensions of reliability, responsiveness, tangibility, assurance, and empathy in its service delivery. The study therefore examined the effect of organisational contextual features on the service quality of Airline companies in Nigeria. Cross sectional survey research design was adopted and the population was 2881 regular employees of Arik airline, Aero Contractors airline, Med View airline and Air Peace airline. The sample was 441 determined using Krejcie and Morgan (1970) formulain addition to an attrition rate of 30%. The study used the proportionate sampling technique. Data were collected using an adapted, structured, and validated questionnaire. The Cronbachs Alpha coefficients for the constructs ranged from 0.798 to 0.853. The response rate was 78.8%. Data collected were analyzed using descriptive and inferential (multiple linear regression) statistics. The finding revealed that organisational contextual features through organisational culture and organisational structure have statistically significant effect on service quality of the selected indigenous airline companies in Nigeria. The study recommended that Indigenous airline companies in Nigeria should ensure establishment of organic structure and sustenance of people oriented corporate culture that promote customer satisfaction, customer loyalty and customer delight through service quality that guarantee patronage from air travelers in Nigeria and overseas.

Employees are a vital resource for organisations. Their collective performance could determine productivity, growth and survival of organisations. Globally, employee productivity has become a subject of intense research. Studies in literature reported inconsistent findings of relationship between training and employee productivity. Employee productivity (efficiency, quality of work and timeliness of work) is perceived to be low probably due to inadequate training (on the job training, skill development, resilience and career success) of the employees. This paper, therefore, examined the relationship between training and employee productivity of selected insurance companies in Lagos State, Nigeria. The authors used survey research method. The population of study was 1527 employees in 8 selected insurance companies from which sample of 560 was selected using stratified sampling technique. The paper used questionnaire as research instrument validated through face and contents validity tests with Cronbach’s Alpha reliability coefficients ranged from 0.62 to 0.84 for various constructs used. The authors analysed data using both descriptive and inferential statistics. The study disclosed a moderate positive relationship between training and employee productivity with a correlation coefficient r (501) = 0.542, p < 0.05. Findings of the paper supported Board of directors’ investment decision in personnel development, employees’ skills, and attitude that enhanced productivity. The study concluded that training was essential for employee productivity.

The research focuses on sales promotion effectiveness in Coca- Cola and 7UP Soft Drink Companies in Lagos, Nigeria. The study is important because of the observable huge budget on sales promotion in the industry. The study adopted survey research design using structured questionnaire. The mean and percentage value of the respondents were used to analyze data. Findings showed sales promotion enhanced sales growth, differentiates products from competitors and advertising efficiency decline did not increase sales promotion useage. The study concluded that sales promotion is a veritable tool to achieve marketing promotion objectives.The study contributed to the wholesomeness of sales promotion theory with right track assurance to marketing practitioners.To have competitive edge, managers by implication must appreciate sales promotion potency.