At the Modern Marketing Expo 2026, Anisa Fielding, Head of Marketing at the IMM Graduate School, challenged one of the most persistent shortcuts in African marketing: treating a continent as a consumer segment. Her message was simple: relevance begins with understanding context.
Marketing and supply chain used to run on gut feel. Four women show what these jobs require now, and how the IMM Graduate School makes it happen.
Human strategic judgment and commercial capability, not technology alone, drive sustainable competitive advantage in Africa’s evolving digital landscape, writes Dr Helena van Wyk in the latest issue of Strategic Marketing for Africa.
The IMM Institute Excellence Awards Gala Dinner once again proved to be a highlight on the professional calendar.
Explore the Star Wars marketing strategy, from George Lucas’s merchandising gamble to Disney’s franchise expansion, and what it teaches modern marketers.
The attention economy explains how digital platforms compete for limited human attention, making it harder for brands to capture and retain customer focus.
AI jobs in South Africa are expanding beyond technical roles into leadership positions, creating a demand for professionals with AI and digital strategy skills.
Cultural insensitivity in marketing shows how poor language or cultural understanding can lead to backlash and brand damage.
What happens when 413,793 stolen chocolate bars become the most talked-about brand moment of the year?…
Your favourite products may be shrinking, but prices remain the same. Shrinkflation is a pricing strategy affecting chocolate, snacks, and household goods.
