Semester 1 late registrations close on 1 March 2024. Better late than never - Apply Now!.

The Human side of marketing

Market Business News explains that marketing is “the activities of a business related to buying and selling a product or service. It involves finding out what consumers want and determining whether it is possible to produce it at the right price.” Additionally, marketing allows for the introduction and promotion of a service or a product to any potential customers. Considering a business revolves around its customers, without (successful) marketing, the business will fail. Modern marketing focuses on engaging with customers on an emotional level by building trust, telling meaningful stories and showcasing the human side of a brand.

Read More

Delving into the African truth

To truly get to grips with marketing to the modern African consumer it is essential to realise that you are appealing to a “peculiar” audience. Throw away the theories and rules that you thought you knew and spend more time studying the behaviour of these consumers. “It is no longer about building a product or marketing it, it is about building solutions to answer the real African problem and productising these solutions,” says Allen Kambuni of Kenyan-based Bean Interactive. Speaking at a recent Pan African Media Organisation (PAMRO) conference held in Lagos, Nigeria, Kambuni challenged the audience —…

Read More