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Regent University Affiliates

Kwame Nkrumah University College of Science and Technology

University of Education, Winneba

Maastricht School of Management

Umwelt Campus, Birkenfield

Saint Mary's University

Trinity Theological Seminary



Facilitator: Dr. Satyendra Singh

Date: May 29 - 31, 2017

Workshop Fee: GHS 300

Download Application Form


Course Description

The globalization and technological advancements have forced firms to be global and market-oriented. One of the ways of becoming market oriented and developing relevant products and services is to discover consumers’ current and future needs. Thus, the goal of the workshop is to impart the essential analytical skills to participants to conduct applied market research to discover customers’ needs, and accordingly use the skills to develop new product and services. Specifically, the workshop is designed to help participants become market oriented by analyzing customesrs’ needs (current or future), developing products (consumer or industrial), and positioning (branding or re-branding) them strategically for competitive advantage for intended markets (local or global).



At the end of the workshop, the participants will learn to

  • Discover current and future needs of customers
  • Develop, position, and brand products
  • Analyse data, interpret results and take decisions
  • Formulate and implement market-oriented strategy


Target Audience

This workshop is suitable for students and professionals interested in developing analytical marketing skills to formulate market-oriented strategy for a competitive advantage.



The workshop is participant-centered, discussion-driven and team-based in a simulated environment. You will work in a small team, collect data, analyze data, and interpret results, followed by market-oriented strategy formulation and its presentation. 



Participants will receive handout of the PowerPoint Slides/case study/journal articles.

  • Analysing customer needs
  • Sources of data
  • Data collection
  • Data analyses using SPSS software
  • Interpretation of results
  • Developing, positioning and branding products
  • Formulating market-oriented strategy


Payment Details

Bank Name: Access Bank

Branch: Osu 

Account name: Regent University College of Science and Technology 

Account number: 0030100028391


Bank name: Ecobank

Branch: Dansoman

Account name: Regent University College of Science and Technology

Account number: 0080014409688801



0207970700 (Charlotte Atteh)

0243113435 (Agnes Abbey)

0272089826 (Daniel Agbeko)



Facilitator Profile

Dr. Satyendra Singh is Professor of Marketing and International Business in the Faculty of Business and Economics at the University of Winnipeg, Canada, and President of the Academy of Business and Emerging Markets, Canada, and Editor-in- chief of International Journal of Business and Emerging Markets, England, UK.
Dr. Singh earned mechanical/aviation engineering degree from MIT, India, and an MBA in International Business from Maastricht School of Management, Netherlands, and a PhD from Nottingham Trent University, UK. Dr. Singh has published in reputed international journals such as Thunderbird International Business Review, Industrial Marketing Management, Journal of Services Marketing, Services Industries Journal, Marketing Management Journal, Journal of Global Marketing, Marketing Intelligence and Planning, Management Decisions, among others, and presented papers at international conferences such as American Marketing Association, Academy of Marketing Science, British Academy of Management, European Marketing Academy, among others. He is the author of Market Orientation, Corporate Culture and Business Performance (Ashgate, UK), and Business Practices in Emerging and Re-emerging Markets (Palgrave, USA). He also edited the book entitled Handbook of Business Practices and Growth in Emerging Markets (World Scientific, Singapore). Dr. Singh can be contacted at This email address is being protected from spambots. You need JavaScript enabled to view it.