Industry Insights into Strategic Marketing Management

21st August 2018

Sarah Haffenden

– by Samantha Higgins

UKZN Extended Learning (UEL) offers a variety of Management and Leadership Courses, which consist of key learning modules integrated to comprise robust and meticulous programmes for our delegates. The application of the programmes is intensified when industry experts engage with delegates and convey insights and knowledge through direct experience. UEL was privileged to host Ms Zodwa Zikalala – Brand and Marketing Manager for Richards Bay Industrial Development Zone, during a recent module of our Management Development Programme (MDP). Ms Zikalala studied Communications Science at the University of Zululand, she thereafter completed an Honours, and Master’s Degree in Digital Marketing.

The Strategic Marketing Management Module was the ideal platform for Ms Zikalala’s engagement, whereby she emphasized the fundamental element of having a marketing strategy for business success. Crucial parameters she conveyed incorporated customer insights and demographic segmentation, coupled with the effective ratio to consider when selecting specific marketing channels.

Competitor Research was an impactful chapter, with a specific South African example between two well-known fast food chains. Competitor knowledge, analysis and timing were significant factors leading to an advert reaching audiences a day earlier. This reinforced the term ‘strategic’ when considering competitors, being mindful not to confuse researching with replicating. Rather the lessons learned, involve recognising and pinpointing success and then improving on this!

Yearly analysis of your marketing strategy, relationship building with service providers and internal company relations were all featured in Ms Zikalala’s address, with inserted anecdotes from B2B examples. In conclusion the key conversation with delegates was the importance of knowing your company objectives and being able to measure success through specific engagement tools.

Apart from the Strategic Marketing Management Module, other MDP modules include:

Management and Leadership, Technology and Business, Financial Management and Management Accouting and Innovation.

Then next intake for the Management Development Programme is 24th October 2018.

Please click here for further details and to apply.