IAS to launch second series of marketers Masterclass programmes in 2016

Johanna McDowell, the programme director of the Masterclass Programme and MD of IAS, said next year's programme would be a series of eight practical, interactive sessions over 12 months.

The IAS designs these programmes for senior corporate marketers who specialise on ensuring that their marketing departments remain competitive and relevant in today's business environment.

Starting on 18 January 2016 in Johannesburg and 19 February 2016 in Cape Town, McDowell indicated that all sessions would consist of a theoretical section as well as a hands-on practical section to practice the new learnings. The IMM Graduate School of Marketing also endorsed the masterclasses recently.

Industry insiders such as Mike Schalit, the chief creative officer of BBDO South Africa and Professor Nicola Kleyn, the Dean of the Gordon institute of Business Science (GIBS) will be among the key presenters.

Each masterclass will also include a practical 15-minute session on evaluating a set of agency credentials as part of agency management 'good practice'. The cost to participate in the programme is R20,000 which covers all eight sessions.

According to McDowell, a marketer's relationship with its advertising and communication partners is one of the most complex in the business environment and requires a substantial level of collaboration from both parties to make it effective and sustainable.

"Next year's masterclass programme will look deeper into how marketers can get the best out of their agencies, while managing those relationships; to know when to review their campaigns and relationships and when to pitch - if necessary. We will also look at doing business in Africa and knowing the questions to ask about where next to invest in the continent," she concludes.