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Benefits of online short courses (2021)

Online short courses in 2021

Will a short course take your career to the next level?

The job market is becoming increasingly more competitive regardless of the industry you are in, this means that having a certain expertise is no longer sufficient and to truly thrive in your career it is recommended to take an approach of continuous learning.

There is nothing employers seek more than employees who are committed to self-improvement. If you are adamant to take your career to the next level, there is no better way to do it than online short courses.

What is a Short Course?

A short course is a learning programme that gives you combined content or specific skills training in a short period of time. Short courses generally are more practical of nature and have less theory than a university course. Short courses therefore leave you with more practical experience within your specific field. The duration of the short courses depends on the discipline, the workload and the aim of the programmes, but are not longer than one year.

Short courses play a pivotal role in developing South African job seekers and those already in the workspace. They are generally affordable, easy to take, and provide a way people can become skilled, upgrade their current skills if they need to, or acquire different skills.

Why should you do a short course?

Short courses are designed to teach you a new skill that you can easily apply in your working life, short courses can be a great help to anyone who wants to upskill themselves. Short courses give you the opportunity to learn a new skill that you can apply to your work or use to find a better job. You will also receive formal recognition upon completion of a short course, which can bolster your CV.

It can be disheartening to think that if you want to pick up a skill you must complete a whole 3–4-year degree or diploma just to get started. Fortunately, short courses are the solution to this problem. Short courses will help you upgrade your skills and knowledge and help you ensure that you have chosen the correct field of study.

Education is one of the fundamental building blocks to success by way of broadening your skillset and expanding your knowledge. With many different institutions now offering an array of online courses, it provides people with exciting opportunities to expand their knowledge and expertise, in the process making them more employable in South Africa’s competitive workforce.

Short courses allow you to continue your current lifestyle while improving your skills and your CV.

What are the benefits of taking an online short course?


Education is expensive and not many people can afford longer expensive programmes. Online short courses take care of these issues as they allow professionals and students to learn in the most affordable way. Less costly does not mean that these courses do not offer quality education. They are developed and delivered by experts of their field.


Online short courses are conducted via correspondence which does not require you to be physically present. One of the main benefits of online short courses is that it provides flexibility where students can access their course materials and the lessons as and when they need it. Students also have an array of different mediums through which they can communicate with their lecturers and fellow students.


Physical education requires that you commute every day and, in some cases, even have to relocate in order to study. An online short course only requires a stable internet connection and offers mobility, which means you can browse study material on your laptop, tablet or phone even while on the go.

Variety of options to choose from

There are short courses suited to everyone’s needs, budget and fields of interest. Ranging from anything between 1 and 12 months, at different costs and in any subject you might be interested in, short courses are definitely the way to go when looking at options to upskill yourself and further your knowledge.

Short Courses are for everyone

Whether you’re already in the working world trying to improve on your skills or you’re fresh from high school, everyone could benefit from short courses.

For individuals who just completed matric, doing a few short courses is a great opportunity to determine what field of study you want to enter.

Instead of not doing anything during a ‘gap year’, short courses are the best way to help you move forward without losing your momentum. During a gap year it’s easy to forget how to study, write exams and do assignments – short courses keep your mind working, and improve your knowledge simultaneously.

Short Courses make you more valuable

Even though short courses are not always accredited, they do show your employer or prospective employer that you are proactive and that you value continual learning and you don’t allow yourself to become stagnant.

Courses that focus on self-development, leadership, workplace communication and conflict resolution could show your potential employers that you are in fact ready for a more important role in the workplace.


While the idea of partaking in University education is merely a dream for most and not possible, there are other viable alternatives. The most practical way in which one can build on their skills or learn something entirely different is through online short courses.

Doing a short course is the smartest move to make to improve your knowledge, skills, and marketability within a specific field. A short course primarily develops and enhances your skills. While also helping you to continue your education and become a lifelong learner, someone that is consistently growing and developing.

Persons who rely on experience alone oftentimes learn by making mistakes before learning how to correct it, and in a corporate or business environment mistakes can be extremely costly. When climbing the ladder to a management or leadership position without preparing yourself to make the move will leave you short-sighted, as even if you have a good understanding of your current position, the lack of formal input may mean that you lack the necessary knowledge needed to excel. A short course can be the perfect option to help you close that gap if you feel like you might not have the necessary skills to progress your career.

IMM have developed an array of online short courses across a wide variety of subjects including marketing, project management, international trade and more. Reap the many benefits that online short courses offer you and take your career to the next level with our industry leading short courses.

Follow the link to browse our variety of short courses, sign up, or utilise our try before you buy option to ensure the short course contains the content you are looking for. https://shortcourses.imm.ac.za/


5 Reasons why brand management is important


$84.02 Billion US Dollars – the brand value of Coca Cola in 2020.

1.9 billion – The estimated number of Coca Cola sales per year.

94% – the percentage of the world’s population that can explain what the Coca Cola logo is associated with – joy and happiness.

So, what’s the key to Coca Cola’s longevity and resilience? Brand management!

What is brand management?

Brand Management is a series of techniques that increases the perceived value of a product, service or brand over time. Successful brands are built on the foundation of a meaningful brand strategy that provides the framework for what a brand stands for and how it will be communicated to the marketplace. Strategic brand management involves the design and implementation of marketing programmes and activities to build, measure and manage brand equity. It also builds brand Identity which represents how the brand wants to be perceived.

“A ‘brand’ is not a thing, a product, a company or an organisation. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organisation. Brands exist in the consciousness of individuals and of the public.”

James R. Gregory, “Leveraging the Corporate Brand.

Here are five reasons why brand management is important:

1.    To buy your brand, consumers need to know your brand.

Brand awareness is one of the key components of brand management. Customers won’t think of your brand when it’s time to make a purchasing decision if they don’t know who you are. This will result in them rather purchasing your competitor’s product or service.


2. First impressions are important.

Have you ever heard the saying “you don’t get a second chance to make a first impression?” The packaging of your brand for example, is the first contact point between your brand and your customer. Brand management gives you the opportunity to keep your branding fresh and memorable, making a lasting impression on customers, throughout their journey with you.

Consumers offer their trust and loyalty with the implicit understanding that the brand will behave in certain ways and provide them utility through consistent product performance and appropriate pricing, promotion, and distribution programmes and actions. To the extent that consumers realise advantages and benefits from purchasing the brand, and if they derive satisfaction from product consumption, they are likely to continue to buy it. In certain product categories, customers perceive significant value in brands as they enable them to communicate something about themselves. In such cases brands are used as symbolic devices because of their ability to help users express something about themselves to their peer groups.

3. Consistency is key.

Brand management in highly competitive and in dynamic markets will only be effective if the brand itself stays close to its core values and uniqueness. It’s therefore extremely important for brands to have a consistent tone and feel in every brand touchpoint. Brand management gives you the opportunity to ensure that both the intangible and visual aspects of your brand are aligned.

A brand that is consistent and clear puts the customer at ease, because they know exactly what to expect each and every time they experience the brand. According to branding author Keller, a brand is more than a product, because it can have dimensions that differentiate it in some way from other products designed to satisfy the same needs.

Here’s an example of how Coca Cola has evolved over time, while maintaining a level of consistency and brand recognition.

4. Brand loyalty.

The world has become smaller with the rapid growth of e-commerce, and more and more consumers are buying products from outside their countries. It is therefore important to look at managing brand equity in different types of market segments and to also consider international issues and global brand strategies, where relevant.

If consumers recognise a brand and have some knowledge about it, then they do not have to engage in a lot of additional thought or processing of information to make a product decision. Thus, from an economic perspective, brands allow consumers to lower the search costs for products both internally (in terms of how much they must think) and externally (in terms of how much they have to look around). Based on what they already know about the brand – its quality, product characteristics, and so forth – consumers can make assumptions and form reasonable expectations about what they may not know about the brand.

Therefore, when your brand is managed successfully you will see a definite increase in brand loyalty.

5. Brand maintenance never ends.

There have been various changes in marketing in recent years. The customer has changed drastically and the benefits they derive from the products sold by companies have changed. Modern marketing has had to adapt to the digitalisation of the world.

Once you have your brand, the real work begins.  Maintaining your brand is a continuous task.  Logos, taglines, and editorial messaging should obey brand guidelines. Facebook, Twitter, and Instagram updates should express a similar brand tone and feel as brochures and mailers. The responsibility of brand management is to continuously enhance and improve the brand over time.

The shift to digital has decreased the extent of control that a brand manager has over brand meaning. With today’s many-to-many communications model the growth and proliferation of large social media platforms has ushered in an era in which dynamic and real-time conversations are taking place among consumers on a massive scale, making the control businesses have over brand message and co-creation of brand meaning limited.

As a digital age marketer or brand manager, you must consider online branding in your strategy and how you can use online channels to support your brand.

Do you want your brand to be the next Coca Cola, or even better?


Enhance your brand management skills.

The IMM Graduate School has a cutting-edge up to date 6-week Strategic Brand Management online course that is perfect if you want to become a better Brand Manager.

It contains four fast-paced modules and will help you to develop practical skills in branding and brand management.

Follow the link to sign up for our Strategic Brand Management Course today <https://shortcourses.imm.ac.za/online-course/strategic-brand-management/>