In today’s competitive business environment, many organisations, both large and small, for-profit and not-for-profit, have recognised the benefits of examining what their customers need and want, in an attempt to outperform their competitors in the marketplace. In a nutshell, this is what marketing is about – putting the customer at the centre of the organisation’s entire effort, and adapting the organisation’s resources to developing products and services that will satisfy that customer’s needs and wants. From this basis, organisations can achieve the profitability or other organisational goals they desire. An organisation can only prosper and grow to the extent that it develops and maintains a satisfied customer base within an increasingly global and networked world economy.
Marketing Management competencies are therefore important for contemporary African and Southern African organisations. Many different careers in Marketing are linked to this qualification from marketing strategists and planners to brand managers, advertisers and researchers. The qualification develops students academically and professionally within the discipline of Marketing so that they can make a positive contribution to the South African economy and the continent’s prosperity. The programme addresses the problem of the national shortage of qualified personnel. This aligns with the School’s purpose relating to the development of effective managers and the University’s strategic plan to provide quality teaching and research for the African context. The students will thus have a platform to become effective marketing managers as well progress to higher educational qualifications such as the Masters programme
