Wed Oct 26 11:44:28 SAST 2016

The sky's the limit in marketing

By unknown | Jan 25, 2007 | COMMENTS [ 0 ]

Kathy Mumford

Kathy Mumford

So you want to study marketing but you're not too sure what it entails.

It is an exciting, dynamic and rewarding occupation, but it is also competitive.

So the more knowledge, aptitude and experience you have the more chance you have of succeeding.

Marketing is not purely advertising. In fact, advertising is only about 5percent of what marketers do. There are numerous opportunities such as strategist, researcher, statistician, sales manager, marketing manager, product or brand manager, sales, public relations, sponsorship, advertising (radio, TV, print, Internet and below-the-line), creative director, direct marketing, sales promotion, e-commerce expert, distribution and product development.

One has to create, manage and enhance brands. Marketing encompasses all the activities and processes essential to meet customers' needs at the right price, time and place.

It is the umbrella term for many aspects of the relationship between manufacturers, retailers and importers and their customers.

"Marketing is about the customer, about companies continuously striving to meet the needs and wants of their customers better than their competition," said Helen McIntee, director at the Institute of Marketing Management's graduate school of marketing.

"Increased competition requires a greater marketing focus with skilled, qualified marketers to spearhead and drive this focus, prompted by consumer expectations and brand awareness.

"A relevant marketing qualification from a reputable tertiary institution, respected by the business community and by reputable recruitment organisations, positions you ahead of other job applicants.

"It is important to ensure that your qualification is accredited by the South African Qualifications Authority and the educational institution must be registered with the Education Department," said McIntee.

The institute's school of marketing offers several certificate, undergraduate, degree and postgraduate diploma programmes.

You can study by correspondence through the institute in Johannesburg, Cape Town, Durban or Harare.

The Johannesburg school has an open day on Saturday, from 9am to 1pm. For more info, call 011-628-2000 or visit


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