UCT’s Unilever Institute has developed and launched a new training DVD, called Mar:Com, which shows how marketing communications has changed so fast over the last few years.
“The idea was initiated by Professor John Simpson following on the launch of the very successful Branded DVD, which is used across the country by academics and businesses for training purposes,” says Paul Egan, managing consultant at the UCT Unilever Institute.
The 80-minute DVD discusses the impact of the many channels of communication has had on marketing, and the ways in which consumers now communicate with companies and with each other.
Simpson presents the Mar:Com, but taps into the wealth of talent in the field in South Africa too. Experts discuss case studies and strategies, and how brand propositions are developed for the South African market.
“We selected individuals who are widely regarded as being leaders and innovators in the marketing arena, including Andy Rice, Sizakele Marutlulle, Gillian Rightford, Kathryn Sakalis, Malcolm Mycroft and Mandy Waddington, among other marketing authorities,” Egan says.
Trevor Noah, Cell C’s former ‘customer experience officer’, presents the case study on the rationale and execution behind the mobile operator’s controversial campaign.
The DVD has been distributed free to over 1300 FET colleges and universities. “It was financed by Flora, TFG, Standard Bank, Cell C and Pick ‘n Pay who also provided the Institute with access to their marketing communications practice which we featured in the DVD. Cell C and Flora also supplied bespoke video case studies,” Egan explains.
Professor Simpson says that the training programme — targeted at both students and professionals — is already being used extensively by companies for in-house training. “Although our intention is to inspire and excite young students pursuing careers in marketing and business, the insights shared by the marketing professionals are of profound interest and value for those already working in the field,” he says.
Egan says the response has been “amazing”.
“Mar:Com is already being used in colleges and universities around the country. The main comment has been that it really brings the subject matter to life and, whilst mirroring text books, it also outlines how this aspect of marketing is changing.”
Copies of both DVDs will be made available on request to training and marketing departments of major South African companies, including advertising agencies. For further information please email kulsoem.roode@uct.ac.za or call 021-650-4312.
