CERTIFICATE PROGRAME

IN MARKETING MANAGEMENT

Module 1: 19 – 21 May 2011

Module 2: 23 – 25 June 2011

Module 3: 21 – 23 July 2011

Module 4: 18 – 20 August 2011

Module 5: 8 – 10 September 2011

Programme Manager: Anne Badcock
Tel: (011) 717-3573
2 St David’s Place
PARKTOWN
Johannesburg
2193

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CERTIFICATE PROGRAMME IN MARKETING MANAGEMENT

Programme Objectives

The Certificate Programme in Marketing Management is a practically orientated programme of study which will enable the participants to structure their experience within a rigorous analytical framework. The programme introduces the new knowledge and thinking necessary to meet the challenges and demands common to all marketing managers in today’s turbulent world. The course is designed to offer marketing executives the tools of marketing as well as a strategic perspective with regard to the integration of marketing into overall corporate strategy.

Who should attend?

The programme has been designed primarily for middle-management in the marketing function. We therefore welcome participation from brand/product managers, sales managers, marketing managers, directors, trade marketing managers and marketing research managers. Other managers with marketing responsibility are also encouraged to attend.

The Programme structure

The programme is offered on a modular basis consisting of three modules. Each module occupies 3 days of full-time study, with the modules spread over a five-month period. Your work during and between the modules will be very intensive, so we advise you to withdraw from your office duties completely during the weeks of
attendance. The schedule during the modules will require you to attend lectures and group work for an average of eight hours per day from Monday to Friday.

Learning process

The theoretical basis will be explored through lectures and class discussion. Case studies, guest lecturers and individual and syndicate assignments will provide the practical skills for marketing problem-solving, decision-making and strategy development.

Course content

The first module will be dedicated to a detailed study of the environment in which South African companies operate, and to exploring how the marketing function can contribute to the organisation by developing a marketing plan. It will also focus the ability of a company to target its productoffering to specific segmentsof the market. This module will include marketing research, buyerbehaviour, and the marketing mix.
Certificate of Competence
A certificate will be awarded to the applicants who successfully complete the course and satisfy the examination requirements. Individual and syndicate project work will contribute to the course evaluation

Fee

A signed application form is confirmation of your commitment to attend the Programme. The fee of R29 750includes tuition, instructional material, text books, lunches and refreshments.
In case of transfer, a supplementary fee of
R1 000 (for administration expenses) will be levied.
There will be a 50% fee on all written cancellations made within 2 weeks of the commencement date.
Cancellations made on the day the Programme commences will be charged the full fee.

Library

The Faculty of Management Library, known as the John S Schlesinger Library, contains more than 6000 volumes and subscribes to over a hundred journals.
The library is open from 09h30-22h00 Monday to Thursday, 09h30-17h00 Friday, and 09h00-13h30 on Saturday.
During the period of the course the library facilities are available to all participants.

Enquiries

If you require any further details please contact Anne Badcock, Programme Manager, at (011) 717 3573.

Venue

WitsBusinessSchool
2 St David’s Place
Parktown, Johannesburg / The second module will deal with special marketing issues, such as services, retail and business-to-business marketing. Marketing strategies, brand management, and relationship building will also be covered.
The third module continues with special marketing issues, such as global marketing, negotiation, and understanding the financial impact of marketing decisions. Delegates will participate in a marketing simulation that aims to tie all of the preceding knowledge together in a practical manner.
Detailed breakdown of programme content
Your 15 days of study will follow this broad subject outline.
The marketing concept and market orientation
Competitor and industry analysis
Marketing planning
Consumer behaviour
Marketing research
Market segmentation, target market selection and positioning
Product strategy
Pricing strategy
Promotion strategy
Distribution strategy
Marketing strategies
Services marketing
B2B marketing
Retail marketing
Brand management
Relationship marketing
Global marketing
Elements of finance for marketers
Marketing metrics
Implementation and control of strategy
Negotiation
Marketing simulation exercise
Various guest lecturers, case studies, class discussions and syndicate presentation will exemplify the relevance of marketing models throughout the course.

Admission requirements

Participants will be selected on the basis of their management and marketing track record. Previous academic or professional qualifications in marketing or related fields are a definite advantage but are not a prerequisite for the course.

FACULTY

PROF GEOFF BICK

B. Sc. (Elec. Eng.) (UCT), B.Com (UNISA), MBA (UC, Berkeley), D.Phil (UJ), CM (SA)

Prof Geoff Bick is a Senior Lecturer in Marketing at the Wits Business School, and also Area Head of the General Management area.

Geoff initially worked in engineering on the mines and in industry. After completing his MBA in the USA, he joined Hayes/Hill, a firm of management consultants, specialising in marketing and strategy assignments in the engineering industry. After 4 years of consulting, Geoff joined ASEA Electric as Group Marketing Manager, which subsequently merged with Brown Boveri to become ultimately ABB. He then moved to XeraTech (now Xerox SA) to head their marketing operation, which he ran for several years before moving into Business Development during sanctions and then on to managing the Engineering Systems Division.

He has been lecturing part-time since 1982 on various adult education and post-graduate programmes in the fields of marketing, economics, and business policy. He joined the WitsBusinessSchool full-time in 2000, where he lectures Marketing to MBA and other students. His areas of specialisation include industrial marketing, the measurement of marketing effectiveness, and the impact of technology on marketing. His doctorate thesis was in the field of Customer Equity, the lifetime value of an organisation’s customer base. In 2005 and 2007, Geoff was the recipient of the Wits Business School Lecturer of the year award. He has published in various international academic journals, including the Journal of Marketing Management, the Journal of Product and Brand Management, and the International Journal of Bank Marketing.

Yvonne Kabeya Saini

B.A. (UNZA), MBA (Illinois)

Yvonne is a Lecturer at the WitsBusinessSchool. She joined the School in 2006 where she lectures Marketing to PDM and other students. Her Research interests are in e-commerce in particular B2C, consumer behaviour, international marketing and regional development.

The work experience for Yvonne started with the government of Zambia where she worked as an Economist in the Ministry of Commerce Trade and Industry. She worked as a Business Analyst at the Zambia Privatisation Agency and Business and Information Specialist at Mckinsey & Company in Johannesburg before joining academia in 2001.

Yvonne taught at MonashUniversity at the South African Campus. Before joining the WitsBusinessSchool, she was a Lecturer in Marketing at the University of Cape Town. She also holds a certificate in eMarketing offered by New Zealand Direct Marketing Association and Direct Marketing Association of South Africa and has publications in local and international journals.

Her areas of specialisation include consumer behaviour, international marketing, regional development and e-commerce.

MARK PETERS

Mark Peters was born and educated in Ireland – after school he became a commercial banker with Allied Irish Bank plc, Dublin in 1979.

In 1985 he obtained a grant scholarship with the Ford Foundation in the US to research the financing of small business and community development based in South Africa. This research involved working directly with social investment banks in 12 countries over 2 ½ years.

In 1988 he joined the WitsBusinessSchool’s Centre for Developing Business as a Programme Manager and Consultant. Between 1988 and 1996, when the Centre was closed by the University, Mark worked on over 78 training and developmental consultancies.

In 1996 Mark was appointed Programme Director of Educor’s Graduate Institute of Management and Technology. He was appointed the Managing Director in 1997 and the Director of Henley Management College in 2000. He was a main board member of the JSE listed Educor. He was HenleyManagementCollege’s Lead Tutor in Marketing from 1998 – 2001. In 2002 he was appointed Director of Marketing at the WitsBusinessSchool as well as a Senior Lecturer in Marketing and Strategy. He is currently Director, Corporate Education at the WitsBusinessSchool.

Mark holds an MBA, with Distinction, from Brunel and Henley Management CollegeUK (he was Henley’s top student in 1997. He also holds a Graduate Diploma in Company Direction, and Diplomas in Finance, HR and IR as well as Management (UK).