Seasoned professional Emmanuel Agu not only secured a PhD in Marketing Communications from Babcock University but also emerged as the best-graduating student. In this interview with Mary Nnah, Agu reminisces about his academic journey, which is further illuminated by his exceptional Cumulative Grade Point Average of 4.72, propelling him to the coveted position of the best-graduating student
What does it feel like to be the best PhD graduate?
I feel great and fulfilled. It is always important to note that hard work pays, all the efforts put into my PhD work paid out handsomely. Though the intention was not to emerge the best, it became undeniable based on the level of work and effort put in. I give God all the glory.
Not everyone you started with got to the educational level you are today. What will you say prepared you for this feat?
I have always known that education is one of the ways to unlock human treasure and part of the way to success in Life. So, right from the get-go in primary school, I had already made up my mind to get to the zenith of my profession if time, chance and money permit me. This decision requires a whole lot of commitment, dedication, discipline, diligence and the divine grace of God.
Will you say the schools you have attended and the environment contributed to your academic success?
Factors such as the quality of education, resources, faculty, and the overall academic environment can indeed influence a student’s academic experience and success. However, the impact can vary for each individual, and personal motivation, dedication, and learning style also play significant roles in academic achievement. Having said that, it behoves the individual to know what he wants and go for it. As for me, I always set targets for myself in all the four universities that I have attended and this has always been part of my success story, i.e., setting and smashing my targets.
What informed your choice of marketing communication as a profession?
I have a genuine passion and interest in marketing communication. I got into marketing as a management trainee in Guinness, Nigeria and have been loving it ever since. I love creativity and hate monotony and routine stuff and marketing communications seem to challenge my sense of creativity and out-of-the-box thinking. I see an alignment with my skills when it comes to marketing communication. There is this fit that I can’t just explain here. Marketing communication allows me to combine creativity with strategy to make a significant impact. The dynamic nature of marketing communication and how it provides constant opportunities for learning and growth endeared me to the profession. The thirst and hunger to stay current with industry trends cannot also be ruled out as why I love this profession. My desire is to influence and connect with audiences. Marketing communication enables me to convey compelling messages and build meaningful relationships.
Why did you decide to have a doctorate in marketing communications?
I am deeply passionate about conducting research and contributing to the academic understanding of marketing communication. A PhD allows me to delve into in-depth research projects. A PhD offers me the opportunity to contribute new knowledge and insights to the field.
Later in life, when I am done with the corporate world, a PhD will help me achieve the goal of entering academia. I want to give back to society and thereby influence the next generation of marketing communication professionals. A PhD allows me to develop a high level of expertise in a specific area of marketing communication, and in this case, viral marketing and consumer purchase intention, which was the major focus of my research. This can lead to specialized roles in academia, research institutions, or industry.
There are lots of industry challenges facing the marketing industry, a PhD in marketing comes in very handy in addressing specific challenges or gaps in the marketing communication industry by developing solutions and strategies that contribute to the field’s advancement. Pursuing a PhD often involves collaboration with other researchers, academics, and industry professionals. This networking opportunity can be attractive to those of us who enjoy collaborative, multidisciplinary work. I also find personal fulfilment in the pursuit of advanced education. The process of earning a PhD can be intellectually rewarding and fulfilling for those of us with a passion for continuous learning. I want to be among the best in my industry and chosen career.
What was the major challenge in combining study and work?
Balancing the demands of my job and academic responsibilities can be very challenging. Effective time management has become crucial for me to meet work deadlines and academic requirements. Working and studying simultaneously led me to physical and mental fatigue. Managing stress and preventing burnout has become a significant concern for me.
Also, the combination of work and studies left me with limited personal time. Maintaining a healthy work-life-study balance became essential for my overall well-being. Maintaining high academic performance required additional effort. My social and leisure time during my PhD work came to ground zero. Maintaining a social life and taking breaks became crucial for my mental health. Also, aligning work schedules with class schedules was very challenging but manageable because most of the class activities happened over the weekend. While working can help finance education, it may not cover all expenses. Balancing financial pressures with academic and work commitments was a common challenge.
Tell us about your career growth.
My career has spanned over two decades, starting from Guinness Nigeria as a graduate management trainee to a senior management position in Marketing. I later moved to Nigerian Breweries, where I spent a couple of years in a senior marketing leadership role before moving to the Jotna Group as the Group Marketing Director. I have been quite stable in my career and in the places where I have worked, spending over two decades in three companies.
How will your recently acquired PhD impact the marketing communications sector?
I will try as much as possible to contribute to the advancement of knowledge in the field through original research that can bring new insights, theories, and methodologies that will enhance the overall understanding of marketing communication. The research conducted during my PhD programme can lead to the development of innovative marketing communication strategies. This could include novel approaches to advertising, branding, and customer engagement. PhD research often involves studying best practices and identifying areas for improvement. I will surely contribute to the development and refinement of industry best practices in marketing communication.
I intend to contribute my quota to the education of future marketing communication professionals through my involvement as a facilitator in most of the organised seminars and webinars. Through publication of articles, present at conferences, and participate in discussions that influence industry trends and perceptions. The research and analytical skills developed during my PhD programme positioned me in a better place to make strategic decisions in marketing communication. This includes data-driven decision-making and a deeper understanding of market dynamics. I will collaborate with industry professionals, other researchers, and organisations. This collaboration will help foster a more interconnected and dynamic marketing communication sector.
What is next for you after PhD?
Staying updated on industry trends and technologies is crucial for me. Continuous learning, attending conferences, and pursuing additional certifications can help me stay at the forefront of the field. I will continue to contribute to academic and professional literature by publishing research papers, articles, and books whenever I have the time for it. Thought leadership within the field can be further established through speaking engagements and participation in industry events.
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