Brand marketing industry needs to wake up

In the greater context of business in Africa and globally, companies rely increasingly on effective marketing to ensure success. With ever-increasing competition across industries, there is a need for strong marketing teams to carry businesses forward and grow their reach.

In today's business world, companies that integrate their marketing strategy with their core business operations strategy are more likely to gain market share, as everything that goes out from these companies - communication, products, services - is aligned with core beliefs and image of the brand. Reputation is everything, making marketing the most valuable tool at any business' disposal.

Are South African marketers up to the challenge?

Despite marketing graduates eager to join this bustling field, not all are proving to be equipped to work and prosper in such a challenging industry. The 2012-13 Brand Marketing Barometer Survey undertaken by the Brand Council South Africa, based on feedback from over 300 senior executives in the Brand Marketing industry, identifies two primary areas of concern. The first is that there is a "need for a clearer understanding of business, consumers, and technology", and the second is that there is an "urgent need for a skills upgrade and more visible leadership in the industry".

Additionally, one of the major concerns identified is that too much of the marketing profession is dominated by young marketing graduates who have insufficient understanding of the working world. Business experience and acumen are taking a back seat to innovation and topical-marketing campaigns. While both hold their own in any successful marketing strategy, this puts companies at risk of damaging their reputation if they do not ground their marketing strategy in sound business principles.

Survey findings indicated:
• Only 24% of suppliers and 32% of brand owners think that the skills of young marketers entering the profession are of an acceptable level.
• Only 55% of brand owners think the marketing profession is of a high standard and 76% of suppliers feel that the industry lacks thought leaders.

Addressing the gap

Marketing principles can be taught, but there is no way to fast-track business experience. A solution lies in part-time postgraduate marketing management programmes, as these aim to instil solid groundings in the tenets of marketing. Simultaneously they provide a focus on developing a broader business skill set, whilst accompanying the accumulation of significant work experience.

The University of Cape Town (UCT) has gone one step further to accommodate business professionals better. The Commerce Faculty, in partnership with online education company GetSmarter, has moved to present the UCT Postgraduate Diploma in Management (Marketing) programme online. This forms part of piloting online programmes as part of its Across Africa initiative. As of 2014, the programme will be presented in blended learning format, making it ideal for working individuals to extend and enrich their knowledge of management and marketing with a view to enhance their future career opportunities. Programme Convener, Alison Meadows, explains the value of the progamme:

"The critical need for well-educated managers at all levels in organisations and sectors across the country is well documented. The combination of courses on the Diploma means that graduates emerge from the programme with not only an in-depth understanding of both management and marketing concepts and theories, but also with the practical application and insight gleaned from exposure to the current global and local issues and challenges."

Develop your marketing management skills. Consider the UCT Postgraduate Diploma in Management (Marketing). For more information contact Chris Hosken on +27 (0)21 447 7565 or visit http://postgrad.uct.ac.za.