UGBS MESA Hosts “Marketing Unmasked: Reality, Relevance and Rewards”
The Marketing and Entrepreneurship Students Association (MESA) of the University of Ghana Business School held a seminar on 13th February 2026, dubbed Marketing Unmasked: Reality, Relevance and Rewards, at the R.S. Amegashie Auditorium. In attendance at the programme were Prof. Mahmoud A. Mahmoud- Head of the Department, Dr. Edward Entee- Department of Marketing, Mr. Kwabena Agyekum- FCIMG Registrar/CEO CIMG and Dr. Isaac Gwumah-CEO of Bureau of Market and Social Research Ltd.
The programme had a panel session of marketing industry experts: Ms. Ama Amoah (Vice President, Chartered Institute of Marketing, Ghana), Mr. Edward Asare (Marketing and Communications Professional), Mr. Bernard Kwadwo Amoafo (Founder, Kwadwo Sheldon Studios), and Mr. Oliver Kwabena Aggrey (Deputy Director, AfriVenture Lab). The session was moderated by Dr. Gwumah. The panellists discussed the evolving landscapes of marketing, highlighting the critical roles of continuous learning, digital proficiency, and personal branding as prerequisites for success in the business world. The speakers stressed that traditional marketing alone is insufficient for modern marketers.
Panel Discussion
Ms. Ama Amoah spoke about personal branding. She highlighted that personal branding is a strategic imperative for marketers. She also emphasised the importance of developing good communication skills, confidence, and the need for professional skills and certificates. Mr. Edward Asare accentuated the importance of practical experience and internships. He noted that internships, even if they initially entail basic tasks, offer invaluable experience and can ultimately lead to career advancements. He further spoke about the relevance of academic learning; while practical applications differ, classroom teachings on consumer behaviour, pricing, and presentation provide essential and transferable skills. The critical step is to bridge the gap by consciously applying these academic theories to personal and professional efforts.
Panel Discussion
Mr. Bernard Kwadwo Amoafo indicated the importance of continuous learning beyond the classroom. He stated that formal education may not fully cover rapidly changing digital trends and content techniques. Therefore, marketers must proactively seek out and learn new skills independently, often by anticipating future industry needs. He also asserted that the future of marketing is data, information, and value proposition. Therefore, it is important to be abreast of data analytics and the use of emerging technologies. Mr. Oliver Kwabena Aggrey also highlighted the importance of building an online presence as a marketer. He accentuated that digital skills are non-negotiable in the current age of digital literacy for marketing professionals. He emphasised that employers prioritise candidates with strong digital skills. The programme ended with a Q&A session where students had the opportunity to inquire about the realities, relevance, and rewards in the marketing world.