Marketing

Marketing is both a concept and a set of techniques covering selling, sales management, marketing research, new product development, product management, pricing, packaging, advertising and sales promotion, distribution, consumer guidance, after-sales service, and public relations. Marketing covers therefore a very broad spectrum of business activities.

Successful organizations today:

• Know the wants, likes and dislikes of their customers.

• Know who their customers are.

• Know where their customers are.

• Know what motivates the customer to buy their products or service.

• Know all about their competitors.

• Keep in touch with changing circumstances that may necessitate changes to their product or marketing strategy.

General marketing

No individual can process all the necessary knowledge, experience and attributes to be the complete marketer. The very nature of marketing demands a high degree of specialization. However, the entire marketing effort must be co-ordinate by the marketing director / manager to be effective.

Product and brand management is typical functions which co-ordinates the efforts of the various specialists. Product managers are, in the final analysis, responsible for the success or failure of a product. They must control the policies regarding product packaging, branding, pricing, advertising, promotions, and distribution. In fact, everything to do with a product, from the idea stage onwards.

A prerequisite for a career in product or brand management is good knowledge of marketing, budgeting, and some direct sales experience. As the product managers are usually held responsible for the success or failure of a product, a high degree of responsibility, capability and experience is necessary. Product specialists or managers must be able to keep an even mind when under pressure.

• Courses:       MT219 Introduction to Marketing

                 MT450 Marketing Management

• Concentrations:

Digital and Social Media Management

Business Development

Global Marketing Management

Digital Communications *

Public Relations *

-* Non SBIT Programs

New product development 

Research examines a need (often discovers it) and provides ideas and facts concerning the product. However, such facts must be converted into a product or service. Research and product development therefore work hand in hand. Product development also entails the collecting of information on competitors' products.

Large organizations have staff who specialize in new product developments, particularly high technology industries, where products change rapidly. A career in product development requires an aptitude for Mathematics, Physics, Chemistry and Engineering (depending on the industry type).

Promotion activities

Research and development produce a product that has been tested and retested in the "laboratory" and in the marketplace. Up to this stage of a product's life a total loss situation exists. It is often said that nothing happens in business until something is sold. This is the task of the Marketing Department. They plan, organize, and evaluate promotions.

• Courses:       MT359 Integrated Promotional Communications

Advertising

Today, advertising is also referred to as marketing communication, which includes advertising, sales promotion, personal selling, sales directed methods, publicity, and public relations.

Advertising is the mass communication tool of marketing. The product or service is promoted by using newspapers, radio, television and cinema, which means that many more people can be reached.

Advertising agencies are specialist organizations that provide their clients with specialist knowledge to ensure effective advertising. Larger organizations have their own advertising departments or advertising specialists within a marketing department.

Opportunities in the advertising business are varied, from the specialist who decides on the best media to use, to the artist, writer, production staff and accounts executive whose function it is to co-ordinate the program and generally looks after the client. It is important to take note that there do not exist as many career opportunities in advertising as in marketing itself.

Another form of advertising is the direct mail business which is advertising aimed at the market in a more personal, direct manner by using letters and pamphlets.

Courses:       MT359 Integrated Promotional Communications

                        CM202 Mass Media and Broadcasting

Sales promotion

Even at the point of sale, efforts are made to influence the buying decision of the consumer. The consumer-products industry particularly use sale promotions, competitions, and special offers to convert customer-purchasing power into effective demand.

Opportunities in this field are usually found within the marketing departments of the consumer products industries, although some organizations do exist who provide these services to clients. Advertising agencies usually have specialists who provide clients with the necessary know-how.

Courses:       MT359 Integrated Promotional Communications

Public relations

The function of public relations is to build bridges of understanding, goodwill and awareness between a company and the public whom it wishes to influence. Although it is important for the public relations officers to obtain as much editorial comment as they can, this is only a part of their activities. Under the overall umbrella of marketing, the public relations function is expected to make its contribution towards effective marketing of the organization.

Public relations are more often than not used, although many organizations do employ their own specialists. Public relations must not only keep the firm's "public" informed of new products, policy changes and staff changes, but it must keep top management informed on public reaction to the company and its products. This therefore necessitates close contact with the upper level of management.

The qualities needed for a successful career in public relations are the ability to communicate and socialize at all levels, integrity, organizational ability and a creative, alert mind. It is difficult to enter the public relations field directly and often one has to enter through an administrative position.

Concentration:       Public Relations *

Courses:       MT359 Integrated Promotional Communications

                        CM455 Digital Public Relations and Communications

                        CM350 Public Relations Strategies

                        CM355 Public Relations Case Studies

Selling

The personal selling activity is one of the oldest professions, and still the most effective in most industries. Selling as a profession is a very demanding, but extremely rewarding one. Salesmen usually rank among the top earners in most companies.

A selling career usually begins behind the counter, as a salesclerk, a merchandiser, a sales representative, or door-to-door selling. Many companies insist that their salespeople work in the factory, credit control and sales offices before being sent out "on the road". The important aspect is that no salesperson should be sent out without the necessary knowledge and training. Special training is given in sales techniques.

Courses:       MT453 Professional Sales

            MT243 Sports Sponsorship & Sales

Concentrations:   Business Development

Sales management

The task of the sales manager is to do forecasting and budgeting, organize the sales force, recruiting and selecting the sales force, training the sales force, sales compensation, sales territory, leading, motivating and supervising the sales force. They also do the evaluation of sales performance.

Career advancement is made through various levels from supervisor to area manager, field sales manager, national sales manager and sales director. Organizations today expect their sales management to have at least a reasonable knowledge of marketing. Most organizations run regular sales training courses for their staff, however there are many organizations that specialize in sales training. Sales experience is often regarded as essential before one can enter other aspects of the marketing function. However, salesmanship is on its own a very worthwhile and rewarding career.

Courses:  MT455 Management of Sales Teams

Concentrations:  Business Development

Distribution

The moving of products to the final consumer is known as distribution. This is an important function as it is essential for the success of the product that it is available to the consumer at the right time and place.

A career in distribution can involve a great deal of varied experience from sales to buying to wholesale, transport, and many other business activities.

Concentration: Supply Chain Management and Logistics

Courses: MT433 Global Supply Chain Mgt

     MT434 Logistics and Distribution Mgt

     MT436 Purchasing and Vendor Mgt

     MT437 Strategic Warehouse Mgt

     MT438 Supply Chain Analytics

Marketing research

One of the most vital functions of marketing is to establish facts upon which management can base its decisions, thus reducing the risk. This fact-finding activity is called marketing research. Marketing research is therefore used to determine facts concerning the consumer, the consumer's awareness of the products or service and effectiveness of advertising. The uses of marketing research are vast.

Several companies specialize in research and conduct projects on behalf of their clients. Some of the larger organizations have their own marketing research specialists within their marketing department. The opportunities in this field are numerous and persons skilled in the techniques of marketing research are in continuous demand.

As most research is based on sampling the population and applying findings to the population, an aptitude for subjects such as Statistics, Economics, Sociology and Psychology (especially concerning consumer behavior) is necessary.

Courses:       MT355 Marketing Research

            CM208 Communication Research Skills

Requirements

What kind of personality do I need? Persons who wish to continue using their minds intelligently and independently after metric or after completion of further studies, especially those who are versatile and have the ability to communicate with people on any level, should consider a career in the vast field of marketing. Either alone or as part of a team, marketing workers must be able to analyze problems objectively and apply various techniques to their solution. Rational thinking is a prerequisite in this field.

Where can I work?

In any industry that markets products or services such as:

Industrial

• Industrial manufacturing (products that are manufactured to manufacture other products such as steel, spare parts and material for jewelry).

• Engineering related industries

• Construction (building, plumbing and civil engineering)

Services

• Companies involved in the manufacturing and preparation of medical and pharmaceutical products.

• Companies involved in supplying products.

Fast moving consumer goods (FMCG)

• Manufacturing anything people need, buy and use every day.

• Wholesale and retailing.

• Caterers.

• Grocery stores and clothes.

Can I work for myself in this occupation?

Marketers often create their own work opportunities by starting their own businesses. This ranges from selling at flea markets (many students do this to earn an income while studying) to import and export companies and marketing consultancies.