South Africa has a diverse population; thus marketers and agencies have realised that the ‘one-size-fits-all’ marketing campaign does not work. In addition to multiple races, cultures, religions, and belief systems, there is a massive emerging middle class, and it’s clear that marketers are faced with a myriad of options for reaching the desired target market.
It is imperative, therefore, that marketers are up to speed with the latest lifestyle trends and general demographic movements in order to effectively speak to their market.
The MCIMM course provides in-depth knowledge on what is required for a brand to effectively impact its desired audience, particularly within a fragmented social landscape such as in South Africa. The course will also look beyond simple cultural differences and stereotypical beliefs, highlighting among other things the numerous changes that can occur within a developing and multi-cultural society.
“Today, marketers are much more aware of the significant opportunity that diverse demographic and cultural groups present, and it is clear that they can no longer afford to neglect any one of the many groups within South Africa. We are excited that Mzamo Masito, a leading marketer with extensive experience in this area, will be lecturing on our upcoming short course,” says Professor Krishna Govender, executive dean and head of the AAA.
Masito is the managing executive brand marketing and communications for Vodacom Africa Group, a position he took up after a recent assignment at Vodafone London, where he was responsible for global brand engagement strategy. He is currently serving on the advisory board of the Gordon Institute of Business Science.
Masito’s academic articles have appeared in major periodicals nationwide and he has served as a lecturer, convener, consultant, and orator for the UCT Unilever Institute.
The MCIMM course starts on Thursday, 29 September and runs for nine consecutive Thursdays, from 17:30 to 20:30, at the AAA School of Advertising Johannesburg campus.