Why Study Marketing?

UJ Marketing qualifications

Answers about Marketing and different Marketing Qualifications

Why study Marketing?

Marketing is an important function of any business. Without the Marketing of a business’ products or services, prospective customers won’t know about the products or services on offer, and the business will not be able to generate sales. Without Marketing, there is no business, and Marketing is therefore an imperative function which is at the heart of any business.

Is there a future for Marketing?

Mundane and very routine jobs may possibly be lost in the future to machine learning and robots. However, in this age of technological advancement, the Marketing field is undergoing numerous changes as it embraces and incorporates technological developments. The implementation of these changes means that the field is currently growing exponentially, and this growth is evident in the emergence of new modules and subject content in the Marketing field like Digital Marketing, Marketing data science, the use of Big Data and the application of innovative Marketing research methods.

Upon the completion of your qualification in Marketing at the UJ Department of Marketing Management, you will therefore have been exposed to all these latest advancements. So rest assure – Marketing is here to stay. Enrolling for Continuous Education Programmes or in short CEPs (e.g. Marketing related certificates and short courses) at least once every two years is however strongly recommended. In an age of constant change, you need to make sure that your skill set remains up to date and that you stay abreast of new developments. Keep an eye on the Department’s latest CEP offerings and ensure your skillset remains up to date.

What do Marketers do?

Marketers are responsible for researching and understanding customers and their needs, they develop products and services, craft and grow brands, set prices, promote products and services and make sure the products are distributed to and sold at the correct place where it will reach the customer. Marketers also build relationships with customers by developing and providing value added services and after sales services.

Is marketing the right career for me?

The Marketing field is very diverse and therefore offers an array of different career opportunities to follow, as can be seen from the list of careers under both the UJ Diploma and the BCom Marketing qualifications pages. It can easily be suited as a career path for both an introvert or extrovert personality. Introverts can become involved in the marketing research, consumer analysis, insights and reporting side of marketing, whilst extroverts can become involved in the promotional, networking and selling aspects of marketing. See what our Marketing graduates have to say about our qualifications.

What do marketers earn in South Africa?

As the marketing field offers an array of career opportunities, it is difficult to provide you with an exact indication, but a simple search on a South African website that lists jobs, such as www.indeed.co.za will give you a fair indication of what the different marketing roles’ earning potential can be at different experience and qualification levels. Of course you also need to consider the fact that your earning potential will grow as your experience and skills grow over the years.

What is the difference between the Diploma in Marketing and the BCom in Marketing Management?

The Diploma in Marketing and BCom Marketing Management degrees differ mainly of the following four aspects:

1. The Entry requirements

Diploma Marketing – APS of 24 minimum with Mathematical literacy OR and APS score of 22 minimum with Mathematics.

BCom Marketing Management – APS of 26 minimum with Mathematics plus additional minimum scores for specified matric subjects (see the BCom Marketing Management page for the full list of these additional subjects)

2. Modules offered and the teaching approach

The Diploma in Marketing exposes students to a majority of Marketing subjects, whilst the BCom in Marketing Management exposes students to both Marketing and Management subjects. The BCom degree is therefore called a BCom in Marketing Management and the Diploma is called Diploma in Marketing.

The Diploma in Marketing has a vocational teaching approach. Students are therefore exposed to a more practical teaching approach. An example of this is the Sales module that students complete in their second year. This exciting module is conducted in collaboration with the South African Direct Selling Association (DSA). Students choose one of the many DSA listed companies that interest them and have to sell a target amount of products in order to pass the module. Students earn commission on their sales and this is therefore an excellent opportunity for students to make some extra money whilst studying.

The BCom Marketing Management has a stronger theoretical teaching approach. Students are therefore exposed to a larger amount of theoretical knowledge (compared to the Diploma) in classes, but still practice application through the use of Work-Integrated-Learning (WIL) projects.

3. Further studies

Upon completion of the Diploma in Marketing, students can apply for the Advanced Diploma in Marketing (previously known as BTech Marketing). Students who successfully completed the Advanced Diploma in Marketing with promising grades may apply for the Department’s flagship programme – the BCom (Hons) in Marketing Management. Acceptance into this programme is based on a rigorous review of students’ academic records and marks and only the best candidates are selected.

Upon completion of the BCom Marketing Management degree, students may choose to further their studies in a number of different BCom (Hons) programmes such as: BCom (Hons) Marketing Management, BCom (Hons) in Logistics Management, BCom (Hons) in Strategic Management, BCom (Hons) in Entrepreneurial Management to name a few.

4. National Qualifications Framework level (NQF level)

The South African Qualifications Authority (SAQA) uses NQF levels as a method to organize national qualifications and their quality in South Africa. You can obtain more details about NQF levels by accessing the SAQA website here: South African Qualifications Authority (SAQA)

A matric qualification is an NQF level 4.

Successfully completing a Diploma in Marketing provides you with an NQF level 6 qualification.

Successfully completing a BCom Marketing Management qualification provides you with an NQF level 7 qualification.