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Blog Articles

Blog Articles

Finding a balance between volume, cost and quality

Finding a balance between volume, cost and quality  How often have you heard the Sales Manager screaming for more high quality leads, while in the background the Financial Manager is demanding cheaper leads and higher conversions? For Digital Marketers that have bravely ventured into the world of Search Engine Marketing (SEM), it would appear that [...]

Corporate reputation management

No one cares how much you know, until they know how much you care Tracy Porter   For many PR people, we live with the everyday fear of an incident causing a reputation disaster. Where daily tasks grind to a halt, where the days become longer and the weekends shorter - as we tend to [...]

A disconnect between what Marketers do and what organisations think they should do

Tracy Porter I have often said it: “Everyone in the organisation is a brand ambassador,” “every employee owns marketing,” “the CEO is the face of the organisation” and more. Am I perhaps sending the wrong message into the organisation? Am I not fighting the marketing case strongly enough? In essence the above is correct and [...]

The revolution has been digitised

The revolution has been digitised  Three dynamic personalities, each of whom have taken the concept of digital disruption and melded it according to their particular creativity and experiences, gave delegates to the IMM Graduate School’s last Marketing the Future event of 2018 plenty to think about. The IMM Graduate School reconnects with past and present [...]

What is the IMM Job Market

This initiative aims to match current as well as past students (alumni) with employers who have vacancies in their organisations. As the IMM Graduate School mainly offers qualifications in marketing, business and supply chain, we would be looking at vacant positions, internships and graduate programmes in these disciplines only.   HOW DOES IT WORK? External [...]

It’s all about engagement

At IMM Graduate School we are on a mission to engage with our students. Whether you are an alumnus, current or prospective student, we want to ensure effective communication between us. Not only do we want to keep you in the know regarding news and events at the IMM, but we also want to keep [...]

Ethics in Business

Ethics in Business Moral or ethical problems can and do arise in a business environment. Ethical behaviour and corporate social responsibility should be common practice in any business. Here we provide seven principles of ethics that can be applied as a starting point to ethics in business. These seven principles of ethics in business include: [...]

Context is king for Africa’s business consultants

Africa doesn’t need another consultant… says the career consultant. But I think this statement is true for various reasons. The African consulting landscape comprises global and local consultants who position themselves as experts in subject matter, innovative thinkers, corporate entrepreneurs and so much more. They sit in client offices/businesses, professing they have what it takes [...]

The brand of YOU!

The brand of YOU! There are many books published on the subject of personal branding. These range from “You are a Brand” by Catherine Kaputa to “Can I wear my nose ring to the Interview?” by Ellen Gordon Reeves. What all these books have in common is the importance of creating an image for yourself [...]

SA Brand Management – The Bachelor inspires

SA Brand Management - The Bachelor inspires Long-running reality TV series, The Bachelor, delivers an abject lesson in brand management. The bachelor is the consumer and the contestants the many products working tactically to become the chosen one. The collision of so many different women in a dramatic attempt to find love is not that [...]

Kenya’s retail sector diversifying amid a changing market

Kenya’s retail sector is diversifying with the entry of new players and international brands into the market. This is despite the retail sector growing at a “lethargic rate” compared to economic growth in the East African hub in 2018. The retail sector has been impacted by increases in taxes and government regulations following the drawn-out [...]

Distance Learning with IMM Graduate School

Have you asked yourself where you want to be in five years’ time? That’s a question we ask ourselves throughout our lives.  Probably the most common answer is to secure your future and have a well-paid job, or in many instances, running your own business. Of course, the trigger here would be to have graduated [...]

What’s next in Africa starts now

In recent years many companies have struggled with the accelerating pace of change within Africa’s dynamic landscapes and have been unable to adequately anticipate and evolve to capture the inherent growth opportunities on the continent, writes Ailsa Wingfield. Companies have been blindsided by challenges, competition and other factors that warranted reassessment within thier own businesses, [...]

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 [...]

Marketers must live their brand positioning

South Africa’s banking sector is facing significant disruption from new technologies, changing consumer habits and aggressive newcomers. Perhaps innovative marketing is the answer. Mike Simpson chats to Nedbank’s Khensani Nobanda. As South Africa’s traditional ‘big four’ banks struggle to meet the challenges being posed by multiple disruptors – ranging from upstart Capitec to the digital-only [...]

Interview with Pepe Marais

Co-founder and owner of South Africa’s largest independent advertising firm Joe Public, Pepe Marais’s recently published book Growing Greatness is part autobiography, part account of the rise, fall and rise of Joe Public, and part how-to guide to discovering the deeper purpose of a business. Tracey McDonald proposed I write a book about entrepreneurship. One [...]

To disrupt or not to disrupt? That is the question

We are living in times of change and unpredictability, and this social milieu translates into a drive to disrupt. Disruption is in vogue within the marketing fraternity and is frequently the go-to for almost every brand strategy. This creates hype, but how many brands actually disrupt their market landscape? More importantly, is it in every [...]

Change is inevitable (except from a vending machine)

Boardroom Bingo relieves the tedium of those seemingly aimless and endless management meetings like nothing you’ve tried before – other than a Valium smoothie. The Boardroom version is just like regular bingo, except that instead of someone calling out random numbers printed on ping-pong balls, you mark your card whenever a piece of hideous business [...]

The critical need to improve South Africa’s logistics

The heads of IMM Graduate School’s supply chain and export management believe the future could be in the hands of the young logistics professionals, a view backed up by experts speaking at the recent Transport Forum held at Stellenbosch University.   “Can a logistician be referred to as a professional?” ask Dr Beverley Waugh and [...]

Creating sustainable relationships with key clients

Relationships are the key differentiator in the 21st century and brands failing to respond to this will ultimately succumb, write Professors Mari Jansen van Rensburg and Angelo Nicolaides.   Gone are the days of closely guarded designs and confidential pricing structures. Today, it takes a few clicks to download and compare. Markets are global and [...]

Technology and convenience define the new face of retailing

Retailing in South Africa is changing dramatically, with the evolution being led by technology and a greater need for convenience. The ‘IMM Journal of Strategic Marketing’ reports in its latest issue (Issue 2 2018) that, in an environment where consumer demands are becoming ever more sophisticated, retailers have turned increasingly to digital technology for solutions. [...]

MTN remains SA’s most valuable brand

MTN’s brand value has grown by 8% over the last year to R44.2-billion, maintaining its leadership as South Africa’s most valuable brand, according to the latest report by Brand Finance, the independent brand valuation and strategy consultancy. MTN’s brand value grew primarily because of customers spending more on data services, consistent with a global trend [...]

What matters when marketing to modern moms

Mothers are a powerful and discerning group of consumers, whose diversity demands nuanced consideration by marketers. But, asks the ‘IMM Journal of Strategic Marketing’ in its latest issue (Issue 1 2018) are brands listening to moms? While statistics are hard to come by and consumers are still regularly presented with clichéd images of smiling, supportive [...]

CHOOSE THE RIGHT DISTRIBUTION PARTNER ON THE CONTINENT

Companies looking to choose a distribution partner in countries on the African continent face a number of notable challenges – but none of them are insurmountable, the ‘IMM Journal of Strategic Marketing’ reports in its latest issue (Issue 1 2018). Quoting from a Boston Consulting Group study entitled 'Drawing a Route to Market for Multinationals [...]

THE COST-EFFECTIVE BENEFITS OF CONTENT MARKETING

Creating relevant content that assists and entertains your target audience has become increasingly important for marketers, the ‘IMM Journal of Strategic Marketing’ reports in its latest issue (Issue 1 2018). “Content strategy isn’t Facebook,” writes content marketing expert Pabi Rampa. “Facebook is just one of the many channels of content strategy. The others are blogs, [...]

THE NEW ROLE OF THE CHIEF MARKETING OFFICER

The key role of the Chief Marketing Officer (CMO) is to look beyond mere marketing and rather focus on the wider growth of the business, the ‘IMM Journal of Strategic Marketing’ reports in its latest edition (Issue 1 2018). Writing in his regular column, US-based academic, Professor Michael Goldman says that ‘Forbes’ business magazine’s second [...]

MARKETERS AND THE GLOBAL E-SPORTS WAVE

Is it credible that there’s a form of entertainment destined to be bigger than the global movie industry – yet South African consumers and marketers remain largely unaware of it? This is a question the ‘IMM Journal of Strategic Marketing’ seeks to answer in its latest issue (Issue 1 2018).There is, says local marketing executive [...]

INSTAGRAM OFFERING BRANDS GOOD SOCIAL ENGAGEMENT

While Facebook continues to dominate the social media scene for South African brands, many companies get more bang for their buck on Instagram, which also has more influencers than expected for its size. By contrast, Twitter, which has a similar audience size, has negligible engagement compared to Instagram. However, many brands have an audience on [...]

Radio still has a strong future as a marketing medium

Like every other traditional media platform in South Africa, radio is evolving and facing a host of new challenges in an effort to remain relevant and continue to be a viable consumer channel for marketers and their agencies, says the ‘IMM Journal of Strategic Marketing’, the official publication of the IMM Graduate School. In its [...]

Make savvy use of your online sales channels

Selling inventory online, whether it’s hotel room nights or electronic gadgets, is a complex process – even more so when you’re doing it via a third party, reports the ‘IMM Journal of Strategic Marketing’ in its latest issue. In an article written for the magazine, Noëleen Bruton, Director of Marketing for the Tsogo Sun Group, [...]

Why Africa’s consuming class has potential for marketers

Rather than focusing only on Africa’s middle class when considering the potential of the continent, marketers may be well advised to look at the grouping known as the consuming class – those who spend more than US$10 per day.In an article written for the latest issue of the ‘IMM Journal of Strategic Marketing’, senior Nielsen [...]

Retail giants get set to slug it out

Having long held sway in the top end of South Africa’s food retail market, Woolworths is finally facing a serious challenge to its dominance. It comes from none other than Shoprite’s Checkers retail brand, which has traditionally targeted sales at a lower end of the customer scale, the ‘IMM Journal of Strategic Marketing’ reports in [...]

Strategies for targeting the African middle class

When targeting the middle class consumer in sub-Saharan Africa, marketers need to be aware of a number of key strategies, the ‘IMM Journal of Strategic Marketing’ reports in its latest issue. Quoting the results of the African Lions study conducted by research company Ipsos and the Unilever Institute of the University of Cape Town, the [...]

How to design and market a true luxury brand experience

Creating a top-end global luxury brand requires a very specific set of actions in order to build the desired image and consumer emotion, reports the ‘IMM Journal of Strategic Marketing’ in its latest issue. The magazine quotes a study by the European School of Management and Technology (ESMT) in Germany, which identified several key things [...]

IMM Graduate School launches new online short courses aimed at upskilling and maximizing time

South Africa, Johannesburg, 12 February 2018: The IMM Graduate School is pleased to announce the launch of a range of online short courses in Marketing & Advertising, Business Management, Supply Chain Management and General that run from eight to 15-week durations. Aimed at growing, sharpening and complementing current skillsets, these courses will commence on 1st [...]

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