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ALS: EALS102
The Fundamentals of Marketing Your Firm

The Fundamentals of Marketing Your Firm
Enrollment in this course is by invitation only

Enrollment in this course is by invitation only

Course Overview


Legal marketing is arguably one of the most essential skills you can learn when looking to grow your law firm. A well-defined marketing strategy and effective marketing plan will generate interest in your firm, build your firm’s image and brand, and ultimately attract new clients.

On this course, you will learn from leading global marketing and branding consultants who have worked with some of the biggest law firms in the world. They will explain how to develop the foundations of a marketing strategy and plan for your firm.

There are numerous elements to consider when creating a successful law firm marketing strategy and developing that into an executable plan. You will need to have a framework, know what marketing tools and assets to rely upon, and align your marketing and business strategies. With all this in mind it can be overwhelming to even start developing such a strategy.

Through the use of immersive, real-life case study engagements, insights, interactive podcasts, videos, downloadable templates and how-to guides, this course will teach you to:

  • Understand the importance of your personal brand and how it impacts your firm;
  • Articulate the foundations of your firm’s marketing strategy;
  • Create a marketing plan for your firm;
  • Analyse the importance of maintaining an eye-catching law firm website; and
  • Evaluate the online and social media marketing channels that will best market your firm.

Is this course for you?

This course has been designed to meet the needs of a broad range of lawyers across Africa – both emerging practitioners and those responsible for growing their firms in practice. Junior lawyers will gain valuable skills that will assist them in developing their own practice and personal brand, thereby adding benefit to their firms. In contrast, more experienced lawyers can apply the learning to enhance their current approach to strategic planning and growing their business.

The tools and templates that are provided will not replace engagement with marketing and branding consultancies, but will allow any lawyer to be confident in developing their own marketing strategy and plan, and will provide a foundation of knowledge to develop their firm’s online brand and image.

Lead Course Subject Matter Expert

Abena Poku

Head of Marketing and Business Development for MEA at Hogan Lovells

Abena Poku is a business development professional with over 18 years industry experience. She is currently advising a global law firm Hogan Lovells on their market entry strategy and expansion across Africa and the Middle East. In 5 years, she was able to increase revenues by over 30% with a strong pipeline of work in progress.

Her areas of expertise include strategy development, client targeting and relationship management, marketing and profile raising, financial management, project management, multi-stakeholder management and business development.

Abena is passionate about developing the next generation and provides mentoring and support to a number of young females.


Contributing Subject Matter Experts

James Kamau

Chair, DLA Piper Africa
Managing Partner, IKM

James Kamau is a leading corporate and projects lawyer in Kenya with over 27 years post-admission experience. His main areas of practice include finance, private equity, mergers & acquisitions, energy, infrastructure and public-private partnerships (PPP).

James has handled numerous complex transactions and is the trusted legal adviser of leading local and multinational companies, private equity firms and development finance institutions with extensive business and investments in Africa.

His clients include private equity firms, investment and commercial banks, leading corporates, project developers and sponsors, DFIs, government, parastatals and high net worth individuals.

Dalila Hammadi

Senior Expert in Marketing and Communication
Eliott & Markus

Dalila Hammadi is a senior expert in marketing and communication, Dalila has led Marketing, BD and Communications departments in international firms in the last 10 years. She took part in the planning, the development, and the implementation of the strategy in North Africa and francophone Africa. She has advised and worked alongside renowned partners in Allen & Overy and Dentons.

At Eliott & Markus, Dalila manages international clients relationships including in Africa, the Maghreb region and in the Middle East. She works with clients on the execution of a clear marketing and BD action plan within the firms’ marketing and BD strategy.

This course is supported by Eliott & Markus

Located in the heart of Paris and Casablanca, Eliott & Markus is a communication agency advising a diverse portfolio of clients in professional services including law firms, accountancy firms, notaries, audit, consultancy firms and other related services. Our international team provides advice in the whole spectrum of communication spanning marketing, strategic planning, business development, digital communication, media and influence, graphic design and content marketing.

This course has been developed by the East Africa Law Society Institute in collaboration with the Africa Legal Learn Team


The East Africa Law Society (EALS) is the apex regional bar association of East Africa, and was founded in 1995 by a group of lawyers with the support of the leadership of the national bar associations of the member states.

EALS membership encompasses over 28 000 lawyers drawn from all the national bars in the East African Community – the Law Society of Kenya, Tanganyika Law Society, Uganda Law Society, Zanzibar Law Society, Rwanda Bar Association, Burundi Bar Association and the South Sudan Bar Association. The membership is both institutional as well as individual.

To learn more about the East Africa Law Society, please visit the homepage here.

The EALS Institute is an initiative of the East Africa Law Society to promote the profession and build the capacity of lawyers in the region through training. The EALS Institute provides world-class training in key areas of practice, governance and other key sectors to spur integration and development. The trainings are conducted by way of partnership with world leading institutions for collaborative trainings and accreditation. The Institute also serves as the research arm of East Africa Law Society and is a respectable source of information on governance, rule of law, EAC integration, constitutionalism, human rights among others.

To learn more about the EALS Institute, please visit the homepage here.

This course is certified by the United Kingdom CPD Standards Office, and may be applicable to individuals who are members of, or are associated with, professional bodies. The course carries 2 points.

This course includes:

  • 90-minutes of learning with resources for additional study;
  • Discussion forums where you can meet colleagues from around the continent and the East Africa region;
  • Opportunities to apply your learning through real-world case studies and scenarios;
  • The option to save data – switch off the video and download or read the transcript;
  • Points towards continuous professional development;
  • Completion certificate and CDP accreditation certificate; and
  • The ability to access this self-paced course wherever and whenever it suits you.

    • Frequently Asked Questions:


    What web browser should I use?

    The Open edX platform works best with current versions of Chrome, Firefox, Safari, or with Internet Explorer version 9 and above.
    See our list of supported browsers for the most up-to-date information.

    Who should take this course? 

    This course is aimed at law students, graduates and junior lawyers in Africa.

    How long will it take me to complete the course?

    The course should take you about 90-minutes, not including optional activities, discussions and extra reading materials. Once you are enrolled in the course, you can work through the content at your own pace. Feel free to access any part of the content at any time.

    How do I access the course?

    You need to purchase a seat on the course. To do this please sign in to Africa Legal. If you don’t yet have an account with Africa Legal follow the steps to sign up and then press the enrol button.

    EALS Members are entitled to a discount on this course. To get your discount code, please email info@ealawsociety.org

    By signing up, you agree to our Terms of Use and Privacy Policy.

    Is your employer paying for the course?
    Get in touch with our corporate team by emailing sales@africa-legal.com

    Enrollment in this course is by invitation only